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Engagement in Web 2.0

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What is engagement and how can you use it in web 2.0 activities? Also a business case of engaging in practice: podcasting for internal communication.

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Page 1: Engagement in Web 2.0

This presentation is brought to you by

www.digiredo.nl

Page 2: Engagement in Web 2.0

En•gage•ment [en-geyj-muhnt]

&New Media

Erik van der ZijdenFounder and Creative Partner DigiRedo

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Engagement?

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Engagement?

Examples

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Engagement?

Examples

Sidestep

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Engagement?

Examples

Sidestep

Business Case

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Engagement?

Examples

Sidestep

Business Case

Conclusions

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Engagement?

Examples

Sidestep

Business Case

Conclusions ?

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To en•gage

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To en•gage

Source: Oxford American Dictionaries

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To en•gage

A formal agreement to get married

Source: Oxford American Dictionaries

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An arrangement to do something or go somewhere

To en•gage

A formal agreement to get married

Source: Oxford American Dictionaries

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An arrangement to do something or go somewhere

A fight or battle between armed forces

To en•gage

A formal agreement to get married

Source: Oxford American Dictionaries

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An arrangement to do something or go somewhere

Occupy, attract, involve or participate

A fight or battle between armed forces

To en•gage

A formal agreement to get married

Source: Oxford American Dictionaries

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An arrangement to do something or go somewhere

Occupy, attract, involve or participate

A fight or battle between armed forces

To en•gage

A formal agreement to get married

Source: Oxford American Dictionaries

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Why?

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Why?

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and huge billboards.

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Engagement - A two-stage process

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Engagement - A two-stage process

Source: World Advertising Research Centre

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Engagement - A two-stage process

Consumers sees communication

Source: World Advertising Research Centre

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Engagement - A two-stage process

Engagement Barrier

Consumers sees communication

Source: World Advertising Research Centre

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Engagement - A two-stage process

Engagement Barrier

Striking a chordConsumers sees communication

Source: World Advertising Research Centre

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Engagement - A two-stage process

Stage 1Making a connection

Engagement Barrier

Striking a chordConsumers sees communication

Source: World Advertising Research Centre

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Engagement - A two-stage process

Stage 1Making a connection

Engagement Barrier

Striking a chordConsumers sees communication

Source: World Advertising Research Centre

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Engagement - A two-stage process

Stage 1Making a connection

Engagement Barrier

Striking a chord Consumers want to interact

Consumers sees communication

Source: World Advertising Research Centre

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Engagement - A two-stage process

Stage 1Making a connection

Engagement Barrier

Stage 2Engagement

Striking a chord Consumers want to interact

Consumers sees communication

Source: World Advertising Research Centre

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Hierarchy of Communication

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Hierarchy of Communication

Source: D Cowley - Understanding brands. APG, London

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Hierarchy of Communication

Source: D Cowley - Understanding brands. APG, London

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Hierarchy of Communication

Source: D Cowley - Understanding brands. APG, London

Vision

Identity

Belief

Capability

BehaviorEnvironment

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Hierarchy of Communication

Source: D Cowley - Understanding brands. APG, London

Vision

Identity

Belief

Capability

BehaviorEnvironment

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Hierarchy of Communication

Source: D Cowley - Understanding brands. APG, London

Vision

Identity

Belief

Capability

BehaviorEnvironment

Difficult

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Hierarchy of Communication

Source: D Cowley - Understanding brands. APG, London

Vision

Identity

Belief

Capability

BehaviorEnvironment

Easier

Difficult

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Patients online, Europe

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Source: European Consumers Seeking Health and Pharmaceutical Information, Manhattan Research 2007

Summary of findings

143 million look for health care info

92 million discuss online info

63 million look for pharma info

47 million discuss info with doctor

23 million actively post info

Patients online, Europe

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Source: European Consumers Seeking Health and Pharmaceutical Information, Manhattan Research 2007

Summary of findings

143 million look for health care info

92 million discuss online info

63 million look for pharma info

47 million discuss info with doctor

23 million actively post info36% of the European populatio

n

Patients online, Europe

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Source: Yankelowich

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Source: Yankelowich

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76%Source: Yankelowich

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AUTHENTIC

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AUTHENTIC

CONVERSATIONAL

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AUTHENTIC

TRANSPARENT

CONVERSATIONAL

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AUTHENTIC

TRANSPARENT

CONVERSATIONAL

SOCIAL

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© Wiredset

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Level of engagement

Time© Wiredset

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Level of engagement

Adoption

• Bookmarking• Tagging•Adding to a group

Time© Wiredset

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Level of engagement

Adoption

• Bookmarking• Tagging•Adding to a group

ColabortiveFiltering

• Rating•Voting

•Commenting•Endorsing

Time© Wiredset

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Level of engagement

Adoption

• Bookmarking• Tagging•Adding to a group

ColabortiveFiltering

• Rating•Voting

•Commenting•Endorsing

ContentCreation

• Upload• Blogging•Fan community participation•Create mash ups

•Podcasting•Vlogging

Time© Wiredset

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Level of engagement

Adoption

• Bookmarking• Tagging•Adding to a group

ColabortiveFiltering

• Rating•Voting

•Commenting•Endorsing

ContentCreation

• Upload• Blogging•Fan community participation•Create mash ups

•Podcasting•Vlogging

Social• Adding friends•Networking•Create fan community

Time© Wiredset

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How to engage with New Media?

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How to engage with New Media?

Audio

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How to engage with New Media?

Audio

Video

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How to engage with New Media?

Audio

Video

Humor

Joy

Grief

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How to engage with New Media?

Audio

Video

Humor

Joy

Grief

Human

Interest

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How to engage with New Media?

Audio

Video

Humor

Joy

Grief

Human

Interest

Participation

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How to engage with New Media?

Audio

Video

Humor

Joy

Grief

Human

Interest

Participation

Storytelling

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Story

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Storydirectaudiovideotext

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Storydirectaudiovideotext

Audience

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Storydirectaudiovideotext interaction

Audience

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Storydirectaudiovideotext interaction

Audience

Engaged

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Storydirectaudiovideotext interaction

impact

Audience

Engaged

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Storydirectaudiovideotext interaction

impact

Audience

EngagedUnder-standing

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Storydirectaudiovideotext interaction

impact

effectivecommunication

Audience

EngagedUnder-standing

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Sure, that Web 2.0 thingie will work if your business is strongly linked to the

internet.“

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Sure, that Web 2.0 thingie will work if your business is strongly linked to the

internet.

But hey, Pharma is not..!

““

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Source: www.pocket-lint.co.uk

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Traffic company website

Source: www.pocket-lint.co.uk

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Traffic company website 650%

Source: www.pocket-lint.co.uk

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Traffic company website 650%

Online sales

Source: www.pocket-lint.co.uk

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Traffic company website 650%

Online sales 500%Source: www.pocket-lint.co.uk

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Engagement on your website?

Source: Planit

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Do you have at least three of these on your

website?

Engagement on your website?

Source: Planit

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Do you have at least three of these on your

website?

Engagement on your website?

SubscribeComment

Blog about thisShare

Send to friendsDownload

UploadView video

ProfileFeature

PostRSS

Source: Planit

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Sidestep

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Human Resources

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Human Resources

More choices

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Human Resources

More choicesNo job for life

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Human Resources

More choicesNo job for life

Switching

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Human Resources

More choicesNo job for life

SwitchingBaby Boomers

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Human Resources

More choicesNo job for life

SwitchingBaby Boomers

...

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Human Resources

More choicesNo job for life

SwitchingBaby Boomers

...

How to keep them in?

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Are you willing to start the conversation with your customers?

(they could talk back)

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Are you willing to start the conversation with your customers?

(they could talk back)

If not, may be you are willing to start a conversation with your ‘most valuable asset’:

employees...

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Are you willing to start the conversation with your customers?

(they could talk back)

If not, may be you are willing to start a conversation with your ‘most valuable asset’:

employees...(they could talk back too)

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Internal podcasting as a tool to improve communication

BUSINESS CASE

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CompanyLocal company top 3 veterinary pharmaceutical industry

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Problem definitionLack of effective communication tools for the implementation of an internal strategy

CompanyLocal company top 3 veterinary pharmaceutical industry

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Problem definitionLack of effective communication tools for the implementation of an internal strategy

GoalUse new media tools to see if this can increase the effectiveness of the message

CompanyLocal company top 3 veterinary pharmaceutical industry

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Problem definitionLack of effective communication tools for the implementation of an internal strategy

GoalUse new media tools to see if this can increase the effectiveness of the message

ToolPodcasting

CompanyLocal company top 3 veterinary pharmaceutical industry

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Organisation

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Core Team

Organisation

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Core Team

Determines subject and persons

Organisation

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Podcast Executive Team

Core Team

Determines subject and persons

Organisation

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Podcast Executive Team

Core Team

Determines subject and persons

Host + technician‘On the road’

Organisation

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Interviewees

Podcast Executive Team

Core Team

Determines subject and persons

Host + technician‘On the road’

Organisation

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Interviewees

Podcast Executive Team

Core Team

Determines subject and persons

Host + technician‘On the road’

The ‘Chosen Ones’

Organisation

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How to engage?

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Core Messagei.e. brand, strategy,

new product development

How to engage?

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Core Messagei.e. brand, strategy,

new product development

How to engage?Competition

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Core Messagei.e. brand, strategy,

new product development

How to engage?

New R&D projects

Competition

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Core Messagei.e. brand, strategy,

new product development

How to engage?

Connection local/

international

New R&D projects

Competition

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Core Messagei.e. brand, strategy,

new product development

How to engage?

Objective setting

Connection local/

international

New R&D projects

Competition

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Core Messagei.e. brand, strategy,

new product development

How to engage?

Sales updates

Objective setting

Connection local/

international

New R&D projects

Competition

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Core Messagei.e. brand, strategy,

new product development

How to engage?

Sales updates

Objective setting

Connection local/

international

New R&D projects

Competition

Q&A

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Human interest

Core Messagei.e. brand, strategy,

new product development

How to engage?

Sales updates

Objective setting

Connection local/

international

New R&D projects

Competition

Q&A

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Human interest

Core Messagei.e. brand, strategy,

new product development

How to engage?

Sales updates

Objective setting

Connection local/

international

New R&D projects

Competition

Q&A

How do your colleagues

live?

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Human interest

Core Messagei.e. brand, strategy,

new product development

How to engage?

Sales updates

Objective setting

Connection local/

international

New R&D projects

Competition

Q&A

Gossip, strange stories

How do your colleagues

live?

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Human interest

Core Messagei.e. brand, strategy,

new product development

How to engage?

Sales updates

Objective setting

Connection local/

international

New R&D projects

Competition

Q&A

Music

Gossip, strange stories

How do your colleagues

live?

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Human interest

Core Messagei.e. brand, strategy,

new product development

How to engage?

Sales updates

Objective setting

Connection local/

international

New R&D projects

Competition

Q&A

Music

Gossip, strange stories

How do your colleagues

live?

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Communication ways

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Communication ways

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Communication ways

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Communication ways

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The ultimate engagement tool

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The ultimate engagement tool

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Format Frequency

Audio podcast Weekly

Video podcast Monthly

Special Edition video On request

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Format Frequency

Audio podcast Weekly

Video podcast Monthly

Special Edition video On request

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Format Frequency

Audio podcast Weekly

Video podcast Monthly

Special Edition video On request

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Format Frequency

Audio podcast Weekly

Video podcast Monthly

Special Edition video On request

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Format Frequency

Audio podcast Weekly

Video podcast Monthly

Special Edition video On request

Delivered on employees’ iPod at home through a secured service

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Episode

ListenersResults

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Episode

ListenersResults

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Episode

ListenersResults

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Other examples we’ve done or working on

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Product launches

Other examples we’ve done or working on

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Product launches

Best (marketing, R&D,...) practices

Other examples we’ve done or working on

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Product launches

Best (marketing, R&D,...) practices

Training (CPD)

Other examples we’ve done or working on

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Product launches

Best (marketing, R&D,...) practices

Training (CPD)

Congresses/seminars

Other examples we’ve done or working on

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Product launches

Best (marketing, R&D,...) practices

Training (CPD)

Congresses/seminars

Company Brand Identity

Other examples we’ve done or working on

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Lessons learnt

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Get an evangelist

Lessons learnt

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Get an evangelist

Prepare

Lessons learnt

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Get an evangelist

Prepare

Be patient

Lessons learnt

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Get an evangelist

Prepare

Be patient

Start simple

Lessons learnt

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Get an evangelist

Prepare

Be patient

Start simple

Be (sort of) friends with your IT

Lessons learnt

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Get an evangelist

Prepare

Be patient

Start simple

Be (sort of) friends with your IT

Sales Reps really like it

Lessons learnt

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Podcasting

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Effective ✔

Top down, horizontal, bottom up ✔

Time shifted ✔

Innovative ✔

Engaging ✔

Podcasting

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Effective ✔

Top down, horizontal, bottom up ✔

Time shifted ✔

Innovative ✔

Engaging ✔

Podcasting

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Effective ✔

Top down, horizontal, bottom up ✔

Time shifted ✔

Innovative ✔

Engaging ✔

Podcasting

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Effective ✔

Top down, horizontal, bottom up ✔

Time shifted ✔

Innovative ✔

Engaging ✔

Podcasting

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Effective ✔

Top down, horizontal, bottom up ✔

Time shifted ✔

Innovative ✔

Engaging ✔

Podcasting

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Effective ✔

Top down, horizontal, bottom up ✔

Time shifted ✔

Innovative ✔

Engaging ✔

PodcastingWEB 2.0APPROVED

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My take home message

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My take home message

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