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Web 2.0 and Social Media: A Conversation with Glasgow City Council
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Web 2.0/Social Media
‘The times they are a changing’
A conversation with GCC
Dr. Jim Hamill and Alan StevensonDepartment of MarketingUniversity of [email protected] www.web2-0cpd.com
August, 2009
Content
Overview of Web 2.0/Social Media (JH)
Web 2.0/Social Media in Action – examples (JH)
Business Support 2.0 (AS)
Some advice in ‘getting there’ and ‘next steps’ (AS/JH)
More details at: – www.tourism2-0.co.uk
– www.web2-0cpd.com
What Is It?
A fundamental change in the way people use the Internet, their online expectations and experiences
Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries – including B2B
Major opportunities, but also threats, for Glasgow based businesses
Marketing as a ‘conversation with your customers, a conversation with your network’
www.mashable.com
What Is It?
All revolutions have ‘winners’ and ‘losers’. ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
Requires a new ‘mindset’ and new approaches to marketing communications strategy and implementation
Requires new performance measures – Quality of your network
– Relationship strength
– Ability to leverage
Performance Measures
Network..........
Involvement
Interaction
Intimacy
Influence
Web 2.0
A fundamental change in the way people use the Internet …….
Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by
– Information ‘pull’ rather than ‘push’– User generated content– Openness, sharing, collaboration, interaction, communities, and
social networking
‘Power to the people’ – Web 2.0 empowers people – empowers customers
Web 2.0
The end of the..........
The read only Internet
The ‘tell them how good’ we are Internet
Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more)
The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages- -the ‘brand’ becomes the customer experience
The end of the ‘About Us’ web site…..and the beginning of the ‘About You’ web site
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel
From the web site
• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
The Customer Experience of the Brand
Tripadvisor
From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.
Web 2.0
Applications
Social Network Sites
Social Content
Social Bookmarks
Blogs
Wikis
Virtual Realities
RSS Feeds
Podcasts
Social Applications
Mash Ups
Mobile Web; Internet Telephony
Internal and External Use
These applications can be used on your own web site and/or by participating in
‘external 2.0’ sites
2.0 redefines the concept of a web site
Characteristics
Communities and Networks
Interactivity
Social Element
Openness
Peering
Hosted Services
Global
Sharing
Empowerment
Mass Collaboration
The Internet as the platform
Impact
Business Intelligence
Customer Interaction
Sales & Marketing
Customer Experience
Customer Insight
Processes and HRM
Mindset
Product Development
Reputation Management
Rich Internet Applications
IT Infrastructure
Business/Marketing 2.0
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter
Characteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact – Wikibusiness
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
Business Impact
The need for new business/marketing models
– Traditional approach:
• Product development – Differentiate – Market and Promote - Sell
– New model based on:
• Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally
Bob Dylan
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
Web 2.0 in Action
Examples
Review and Recommendation Sites
Review and Recommendation Sites
Travel and tourism – www.tripadvisor.com and many others
Consumer electronics - www.kelkoo.co.uk
Money – www.moneysupermarket.com
Universities - www.studentsreview.com
General – www.reviewcentre.com
etc
Others
Lonely Planet Thorn Tree Travel Forum Igougo Holidaywatchdog Review Centre Holiday Check Mytripbook Gusto Travelpost Realtravel Traveltogether Yahoo trip planner
Some with interactive planning tools
YouTube
Don’t mess with the buffalos…..
45 million views
ROI to Kruger National Park
Production/ marketing costs = 0
Views = 45 million
Social/ Professional Networking Sites
Building contacts, finding customers and partners
Three Key Questions
Who are our customers?
Where do we find them hanging out on the Internet?
How can we best engaged with them?
For Professionals.......
Safety Harness Company
Safety Harness Company
• About Us: I am a manufacturer of safety harnesses for
industrial use. My belay system is an innovative design It
ensures that users (injured or not) are returned to ground
safely.
• My target customers: Health & Safety Equipment
Resellers; Health & Safety Consultants; Health & Safety
Representatives
• My target industries: Utilities, Construction; Other
industries that require height work
Safety Harness Company
Safety Harness Company
Merchant City
Football 2.0
A Marriage Made in Heaven
Web 2.0/ Tourism 2.0
Opportunities for Glasgow Businesses
Visitors2.0 Opportunities 2.0 Applications
Sales/marketing ROI
Market intelligence/ Customer insight and understanding
Customer interaction and relationships
Online customer experience
Reputation management
Increased visitor numbers and spend
Quality customer base/Quality network – Involvement - Interaction – Intimacy – Influence
Internal and External 2.0 Apps
Networks and communities e.g. facebook
User generated content – flickr, youtube etc
Rich internet applications – podcasts, vodcasts, mash-ups
Blogs/forums
Google Alerts, RSS
Etc
Performance Measures
Network..........
Involvement
Interaction
Intimacy
Influence
Social Media Monitoring Tools
Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights
Three stage process– Aggregate what is being said
– Natural language analysis – understand the data
– Deliver actionable insights
Companies – Cymfony, BuzzMetrics, Radian6, Biz360, Umbria, Visible Techologies, Coremetrics, Omniture, Web Trends
‘Getting There’
‘Getting There’
A three staged approach:
• Enhanced knowledge and understanding – get involved and learn more
• Strategic Audit - Ten Key Questions
• Strategy Development and Implementation - using a Balanced Scorecard approach
www.tourism2-0.co.uk
Strategic Theme/ Mission:Brief Statement of Overall 2.0 Mission/Vision
Financial Perspective
Customer Perspective: Customer Segments
Internal Management
Perspective:
Organisation
Perspective:
Financial Goals and Objectives
Marketing Effectiveness Marketing Efficiency
Customer Group 1 Customer Group 2 Customer Group 3 etc
Customer Value Proposition
Initiative 2
ObjectivesKPI
TargetsActions
People IS and ITManagementOrganisation
Culture
Initiative 3
ObjectivesKPI
TargetsActions
Initiative etc
ObjectivesKPI
TargetsActions
2.0 Initiative 1
ObjectivesKPI
TargetsActions
BSC 2.0 Performance Measures
LAG MEASURES Strategic objectives Financial objectives Marketing (marcom) objectives Customer objectives
LEAD MEASURES - Engagement Involvement Interaction Intimacy Influence
Implementation Template
Strategic Objectives
Lag Measures Lead Measures Key Actions
Strategic objectives
Financial objectives
Marketing (marcom) objectives
Customer objectives
Involvement
Interaction
Intimacy
Influence
Internal 2.0
External 2.0
Thank You
www.tourism2-0.co.uk
www.web2-0cpd.com
Internal Applications
Web 2.0 isn’t just about marketing
Open source software and hosted applications for improving internal processes
See our wiki at - http://web2scape.wikispaces.com