2008: Marketing 2.0 In Action

About Bell
Bell is Canada's largest communications company, providing
consumers with solutions to all their communications needs,
including telephone services, wireless communications, high-
speed Internet, digital television and voice over IP.

Bell also offers integrated information and communications
technology (ICT) services to businesses and governments, and is
the Virtual Chief Information Officer (VCIO) to small and medium
businesses (SMBs).

Bell is proud to be a Premier National Partner and the exclusive
Telecommunications Partner to the Vancouver 2010 Olympic and
Paralympic Winter Games. Bell is wholly owned by BCE Inc. For
information on Bell's products and services, please visit
www.bell.ca.
For corporate information on BCE, please visit www.bce.ca.

Marketing 2.0 in action

Rajat Chopra
Marketing 2.0 and Beyond
2008 09 18

Blogs I Read
Grokdotcom
Seth’s Blog
Blogging Me Blogging you
Brand Autopsy
Copy Blogger
Six pixels of separation

About me
Rajat Chopra is an interactive and multichannel e-
Reference Books
marketer for bell.ca, Bell Canada’s consumer
website. With over eight years of experience in the
interactive industry, Rajat has been driving e-
• The New Influencers
business projects and strategies in various roles:
online marketing, client strategy, program
management, system architecture and project
• Now Is Gone
management.
Very recently, he assumed a critical role in the
• Marketing to the Social Web
launch of the new Bell brand by leading the
implementation of the brand on bell.ca.
Rajat has intimate knowledge of business
processes, from IT to marketing, and has evolved
Research Studies
from information technologist to business
technologist. He earned an Executive Masters in
Project Management from Schulich School of
• Forrester Research Canada
Business (York University), a Bachelor of
Commerce and an advanced diploma in computer
• Bell Canada
applications.

“My favourite band is Linkin Park and
they also like Starbucks and that’s
how I heard about their coffee. The
reason I added Starbucks is because
I like their coffee and I enjoy drinking
it.”
“I joined the Jeep group because I own a
Jeep and, well, Jeep owners are a very
select group of people. By that I mean that
Why users engage Jeep owners, especially Wrangler owners,
with brand? all share a common bond and that is why
we wave to each other when we pass
each other on the road.”

“I know it must seem really weird to friend a brand, like I did
with Aquafina. I did because I drink Aquafina, and when I
saw they had a MySpace page I just thought it would be fun
to friend request them . . . it’s more of a way to list some of
your favourite things.”

Page 5 | 2008 09 18 | CONFIDENTIAL

The word is out…
• Business-to-business (B2B) marketers struggle to integrate
online and traditional marketing tactics and make them payoff in
plump pipelines and brightened brands.

• Today’s Marketers’ must abandon time-worn broadcasting and
adopt community-focused marketing.

• Community marketing replaces traditional offer-
response strategies with communications that foster
dialogue; embrace community issues and values; and
position brands, vendor experts, and products as valuable
community resources.

Source: Forrester Research, Inc.

New technology marketing discipline
• Technology marketers’ traditional demand generation and
customer conversion playbook is a passé.

• Business Technologists (BT’s) are concerned with adoption of
business capabilities as their objective, not product selection.
These users use Web 2.0 technologies to advance adoption goals.

• Community marketing, which encompasses an attitudinal,
procedural, and technological overhaul of technology
marketing practices, is the new discipline for matching
buyers’ business needs with technology vendor
capabilities.


Agenda
1. Introduction:
• Some facts
• Buzzwords
2. How to successfully build a community marketing
strategy.
3. The value social computing tools/online
communities can add to your organization.
4. Incorporating the latest trends in the social
computing and online space and planning for the
future.
5. Issues around social computing and its business
value.

The Internet is changing. So what?
• 60% of Internet traffic is user generated
content.
• Facebook is the #2 most visited Website
in Canada.
• 1 in 4 Canadians are on Facebook.
• 110 million blogs exist today.
• 75,000 new blogs created each day.
• 2 million Wikipedia articles. Doubled
since 2006.
• 78.3 million YouTube videos as of
January 2008.

The Internet is changing. So what?
Web 2.0
Social Media Social Computing

Participative Web
Social Networking
Wikis

Tagging
Social Graph RSS
Social
Bookmarking
Interactive Web
Enterprise 2.0


Ignore the hype but not the opportunity
Social Media
• Functionality that allows anyone to easily create, share and publish content.
• Examples: Blogs, Wiki, Facebook, YouTube

Web 2.0
Web 1.0
• Social Media on Internet (public)
– Public Media
• Dynamic
– Static
• Participative
– Consultation
• Info generated by users
– Info generated by webmaster
• Collaborative
– Informative

Enterprise 2.0 (E2.0)
• Social media used within an organization (behind firewall)
• Business focus and business value: communication, collaboration, engagement
• Rules, policies, process
• Governance and moderation
• Not Web 2.0!


Agenda
1. Introduction:
• Some facts
• Buzzwords
2. How to successfully build a community marketing
strategy:
• The marketing funnel
• Rethinking marketing
• Marketing strategy
• Areas to watch out for
3. The value social computing tools/online communities can
add to your organization.
4. Incorporating the latest trends in the social computing and
online space and planning for the future.
5. Issues around social computing and its business value.

How to successfully build a community marketing strategy

Forrester defines community marketing as:
The application of marketing processes and
resources to assimilate a supplier into customers’
adoption networks and activities in order to support
better business outcomes.


The marketing funnel

• Executive seminars
Marketers doing • Trade shows
• Telemarketing
marketing
• TV/Radio ads

• National Do Not Call registry
• Email filtering
People blocking
• Spam acts
marketing • Sirius Satellite Radio

• Google
People don’t need
• Facebook
marketing • Linked in
• You Tube


Rethinking marketing
Interruption marketing Permission marketing
• Direct mail • SEO / SEM
• Telemarketing • Blogging
• Email blasts • RSS
• Print ads • Social Media
• TV/radio ads • Viral videos
• Trade Shows • Free tools/trials

Community marketing is Permission marketing


The ask…
Usually is:
• How to implement marketing 2.0 technologies?
• Which technologies to use?
Should be:
• Who you’re trying to reach?
• What you’re trying to accomplish?
• How you plan to change your relationships with your
customers?
• And then, and only then, can you decide what
technologies to use!
Community marketing and social applications are about connecting with customers.


Creating community marketing strategy – The How?

4 steps to social strategy formation - POST

1. People
2. Objectives
3. Strategy
4. Technology


Creating community marketing strategy – People
What’s possible?

• Are customers socially active online?
• Would customers accept Critics activities like reviews?
• Are customers Collectors?
• Are customers an above average Creator and Joiner?

Community marketing success depends on analyzing customers and their social tendencies


Tap into brains

None
Strong Ties: Potential Ties:
People we know Someone know the
Potential
well (family, friends, answer! (someone in
colleagues, etc)
Weak your extended family,
someone in your city,
someone in the
Strong company, etc)
Weak Ties:
Ties
People that we
interact with once None Ties:
in a while
Total Stranger
(neighbour, friend
of a friend,
someone in other
dept., etc)

Source: Bell Canada Collaboration Group

Creating community marketing strategy – Objective
What you want to accomplish?

Research: Typically involves
private communities or brand
Monitoring.
Marketing: Extend the brand
through social marketing
activities.

Sales: Word of mouth, ratings
and reviews to influence potential
customers.

Support: Let customers support
themselves.
Development: Integrate
customers opinions into product
development lifecycle.


Creating community marketing strategy – Strategy
How to accomplish?

Describe the new Extend relationship by giving its loyal
customers grounds to discuss their
relationship. experiences – motivating others to buy.

Measure the impact
Implement metrics tactics to measure
of the change progress towards the objectives.

Identify barriers to Get executive buy-in to support
the strategy customers influence in buying decisions.

Long-term strategy = Focus on relationships


Creating community marketing strategy – Technology
Which technologies to use?

Ratings and reviews • Encourage customers to post their
evaluations.
Ex: CNet, edmunds.com,
cellphones.ca • Leads to increase in sales.
• Overall positive impact on brand.

UGC – User- • Upload pictures and videos.
generated content
• Connect with friends, relatives – grow
Ex: MySpace, Facebook, the network.
YouTube, LinkedIn
• Promotes trust – word of mouth
marketing.
List making
• Assembling collections of user lists.
Ex: amazon.com
• Encourages cross-sell and upsell


Areas to watch out for in POST process
Anticipate failure points

How to avoid it?
Areas
Profile mismatches ? Build strategies ill –suited to customers preferences.
? Focus on what customers' want instead of what you think is “cool”
? Example: blogging site for retirement savings plans

Lack of defined ? Most common source of failure.
objectives ? Waste of time if the goal is not clearly defined.

Strategic timidity ? Lack of letting go of control.
? Unwillingness to assess and address the way social technologies
change customer relationships.
? Example: Lack of buy-in from top level executives can lead you to
fall in this strategic mousetrap.

Flawed technology ? Square peg in round hole.
implementation ? Select technology partner specializing in the tool you want to
implement.
? Measure tool as you go along.

Agenda

1. Introduction:
• Some facts
• Buzzwords
2. How to successfully build a community marketing strategy.
3. The value social computing tools/online communities
can add to your organization.
4. Incorporating the latest trends in the social computing and


The value social computing tools/online communities can


The power of Social media


Have you started embracing social tools and
technologies?


The value social computing tools/online communities can

Blogs
Social networking
Rich Internet applications
1. Content creation and
publishing. Wikis
RSS
2. Team coordination
Widget
3. Proactive information
delivery Podcasting
Mashups
4. Information location
Online Communities
5. Communities of interest
Facebook
YouTube
LinkedIn

How Additional Brand Value Is Created On Social
Networking Sites – Never ending Friending
(1) User visits a branded profile (e.g.,
http://www.myspace.com/adidasso
ccer).
(2) User sees a wallpaper download in
the brand’s community.
(3) User passes the wallpaper along
to a friend who might be
interested.
(4) User puts the wallpaper on profile
page.
(5) Other users see the wallpaper on
the profile page.
(6) They either use it themselves (4)
or pass it along, as well (3).

Source: “Never Ending Friending: A Journey Into Social Networking,” MySpace, Isobar and Carat, April 2007


Agenda

1. Introduction:
• Some facts
• Buzzwords
3. The value social computing tools/online communities can add to your
organization.
4. Incorporating the latest trends in the social
computing and online space and planning for the
future.


Incorporating the latest trends in the social computing and


Australia vs US tends

Community marketing should be part of online strategy


Move up from core/popular to advanced web 2.0 tactics

Microsites Click 2 call
Rich media Tagging
Podcasting Viral Marketing
Weblogs Web widgets
RSS Mash-ups
Wikis Virtual worlds
Social Networks Advergaming


Latest trends vis-à-vis your choice of technology

Listening tools: Talking tools:
• Private communities • Blogs
• Brand monitoring • Social Networks
• Videos
Supporting tools:
Energizing tools:
• Forums
• Ratings and reviews
• Wikis
• Ambassador programs
• Web widgets
Embracing tools:
• Idea communities
• Suggestion boxes Refer slide# 20


Few examples of Enterprise social tactics adopted at
Bell Canada


Case Study: social video sharing
Event Details
• 2 week event pilot
• 3000 employees visits
• 100 videos created
• 15,000+ views of videos
• Sharing stories of why Bell is a
great place to work
Business Value
• Trusted messaging
• Job satisfaction
• Confidence in company
• Employee engagement
• A culture of conversation
• Work is fun!

A Talking communication tool to build trust and collaboration


Wikis

A Supporting tool to support internal employees

Just Ask: Simple but Powerful Q & A (PILOT ONLY)

…provides employees with
a fast & simple way to get
answers to their business
questions by tapping into
the brains of the entire
company.

A question-answer based Supporting tool


ID-ah! tm
Traditional approaches
• Suggestion box, shop floor visits
• Innovation councils, focus groups
• Empowerment
Screenshot here
Traditional limitations
• Non-collaborative, black box
• Volume and prioritization
• Lack of momentum, slow
• Area of influence
ID-ahtm benefits
• Collaborative
• Self-governing, “trustparent”
• Snowball
• Real-time
• Open

A social computing-based Embracing tool for Bell Canada


Agenda

1. Introduction:
• Some facts
• Buzzwords
3. The value social computing tools/online communities can add to your
organization.
4. Incorporating the latest trends in the social computing and online space and
planning for the future.
5. Issues around social computing and its business
value.


Issues around social computing and its business value.


Social computing – next big thing or a threat?

• Unsanctioned use of social tools is significant and
growing.
• Embrace the usage of these tools or curb it?
• How much investment should be done?
• What are inherent risks?

A recent study by Forrester indicates that organizations with no plans to invest in
Web 2.0 already estimate usage rates among employees in the 3% to 8% range

Source: Forrester Research, Inc.; June 2007 US Web 2.0 Online Survey

Specific issues…

Information
Policy compliance
Security
reliability

?Organization’s valuable ?Content posted without ? Usage of public
intellectual capital. organization specific sources of data from
approval flows. Wikis as verified truth
?Highly confidential or
for business decisions,
?Privacy data unleashed
high-value proprietary
product development
material posted into an to the public.
and quality assurance.
unsecured hosted
environment. So…
So…
So… Use public sources of
Follow policies for
Perform appropriate data as one of the
approving, posting,
diligence into each many sources of input
managing, and retaining
but not as decision
hosted tool. certain types of content.
making criteria.


3 major impediments to mass market adoption

Enterprise Web 2.0 lacks a
measurable value proposition.
Top-line revenue or bottom-line profit
growth?

Managers have concerns
about Web 2.0 disruptions

Unreliable facts, irrelevant gossips,
unwanted noise?
Many firms pursue a
“search and destroy” strategy.

A nuisance, serious risk to intellectual
property security, computing security,
and enterprise compliance strategies!

Source: Forrester Research, Inc

To conclude
Embrace Community marketing, but on your own terms

Information and knowledge managers must move Web 2.0 policies
and usage guidelines to the top of their priorities. It’s critical to
address Web 2.0 now, before usage explodes within your
organization.

• If Web 2.0 technology is already being used in your organization
and providing value, you must establish a strategy that allows
people to use the tools they find helpful but also governs usage
from a risk, compliance, and policy perspective.

• If Web 2.0 tools are not yet prevalent, that reality is likely to
change very soon as more workers bring their favourite tools
into a business setting.


Thank You
Rajat Chopra
rajat.chopra@bell.ca


2008: Marketing 2.0 In Action

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