Web 2.0/Social Media Presentation

1. ‘Creating the Buzz’ Web 2.0/Social Media Dr. Jim Hamill Department of Marketing University of Strathclyde jim.hamill@ukonline.co.uk October, 2009

2. Web 2.0/Social Media An Overview Web 2.0/Social Media in Action - Examples

3. What Is It? An over hyped ‘buzz’ word or a Fundamental, revolutionary change…… Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries Major opportunities, but also threats, for your organisation Marketing as a ‘conversation with your customers, a conversation with your network’

4. www.mashable.com

5. Three Simple Questions Who are our customers? Where do they hang out in social media? How can we best engage with and energise them?

6. Where do the following hang out ? construction buyers, retailers, corporate event organisers, hotels, bars, churches, Christians, creative industry, print industry, spacecraft/micro satellite industry, spicy food buyers, football fans, young people, coach hire, architects, musicians etc

15. 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

16. Performance Measures Network.......... Involvement Interaction Intimacy Influence The ‘4Is’

17. 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

18. 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

19. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

21. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel

28. The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

31. 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.

33. Web 2.0 An Overview Applications Features and Characteristics Implications

34. Applications Blogs Social Network Sites Virtual Realities Social Content RSS Feeds Wikis Mash Ups Podcasts Social Bookmarks Mobile Web; Internet Telephony Social Applications Twitter

36. 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

41. Characteristics Openness Communities and Networks Hosted Services Interactivity Global Peering Mass Collaboration Sharing Social Element The Internet as the platform Empowerment

42. Impact Customer Experience Business Intelligence Processes and HRM Customer Interaction Mindset Customer Insight Rich Internet Applications Product Development Sales & Marketing IT Infrastructure Reputation Management

43. Business/Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Impact – Wikibusiness Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global

44. 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 Engage and energise ‘Create the Buzz’

45. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’

46. Web 2.0 in Action Examples

47. Review and Recommendation Sites

48. 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 Schools - http://uk.ratemyteachers.com/ Professors - http://ratemyprofessors.com/

53. How not to respond

56. YouTube

60. Don’t mess with the buffalos….. 45 million views

62. ROI to Kruger National Park Production/ marketing costs = 0 Views = 45 million

66. Social/ Professional Networking Sites Building contacts, finding customers and partners

67. Three Key Questions Who are our customers? Where do we find them hanging out on the Internet? How can we best engaged with them?

72. For Professionals.......

82. Merchant City “Creating the Buzz”

88. Worlds Top 100 brands

108. Starwood Hotels and Resorts October 21st, 2009 - a comprehensive new social media campaign across Facebook, Twitter and the iPhone The applications rely heavily on user-populated content, but the hotel chain has also put its army of concierges to work to help jump start the flow of information The services are offered through the Starwood Preferred Guest program. They help guests of hotels and resorts like the Sheraton and Westin chains, find information on local restaurants entertainment venues etc

109. Starwood Hotels and Resorts The Facebook application, called SPG TripShare - gives users the ability to add up to 5 photos from their vacations or travels to a central, searchable album The Twitter application pairs with Google Maps to offer reviews of eateries and local attractions. The reviews will be identifiable by location, and will be entirely populated by users The hotel did take advantage of the knowledge base of its concierges to input some restaurants and hot spots A new iPhone application will allow patrons of the hotels to check their reservation information and Starwood accounts.

114. Continue the conversation on www.tourism2-0.co.uk