How to brand a destination using Web 2.0
-
date post
17-Oct-2014 -
Category
Documents
-
view
2.980 -
download
5
description
Transcript of How to brand a destination using Web 2.0
BRANDING IN THE 21st CENTURY
(R)EVOLUTION: How Croatia can move to “Your Brand 2.0”
Nick Wreden, CEOFusionBrand
February 29, 2008
Find • Grow • Measure • Profit
© 2008. FusionBrand. All rights reserved.
© 2008.© 2008.
21st CENTURY BRANDING
“The future is here. It’s just not evenly distributed yet.”
-- William GibsonNeuromancer
© 2008.© 2008.
21st CENTURY BRANDING
BRANDS: Short shelf life Average tenure of CMOs at top firms =
22.9 months Average failure rate of brands = 40%, 49%,
54%, 60%, 80% Why??????
Concept of brand = strategic asset well-known Budgets = 1% of sales (insurance) -> 50-60%
of sales (technology) Lots of smart, creative people
© 2008.© 2008.
21st CENTURY BRANDING
BRAND FAILURE: Why? Brands fail largely because companies use concepts, strategies, and
tactics that were suited for 1988, but are doomed to fail in 2008 and beyond.
Creative-driven branding Unmeasureable strategies or concepts “Top-down,” one-size-fits-all marketing
© 2008.© 2008.
21st CENTURY BRANDING
“A name, term, sign, symbol or design, or a combination of these that identifies the goods or services or one seller or group of sellers and differentiates them from those of competitors”.
“The sum of all the images and associations customers have concerning a company”.
“Great brands are born from people who are having fun. Their excitement is reflected in the meaning of the brand”.
“A brand is a long-term profitable bond between an offering & a customer. This relationship is based on economic, emotional and/or experiential value, backed by everyday operational excellence & consistently measured, optimally by customer profitability.”
© 2008.© 2008.
21st CENTURY BRANDING
Marketing Dept.
Mass economy (1920-95)
Customer economy (1996-2008)
Demand economy (2008-??)
Adv
ertis
ing,
PR
, etc
.
“Positioning”
Market research
Qua
lity/
serv
ice P
rocess/integration
Customer databases
Imm
edia
cy
Personalization
Real-time enterprises
Marketing dept. Organization Supply chain
“Sell what we make”
“Sell what customers
buy”
“Provide customer
value/solution”
Sales Profitability Relationship depth
Driver:
Metrics:
© 2008.© 2008.
21st CENTURY BRANDING
Product Development
Targeting, “Positioning”
Product Strategy
Pricing Strategy
Promotion Strategy
Place Strategy
Implementation, Monitoring & Control
What two critical branding factors are missing?
Ye Olde Mass Economy
Top -dow
n, corp ora te -dri ve n
© 2008.© 2008.
21st CENTURY BRANDING
BRANDING: Mass market dying
Television
Newspapers
Magazines
Radio
Source: Forrester Research
Decreased No change Increased
2%
2%
3%
5%
26%
26%
26%
20%
21st CENTURY BRANDING
PC screen
Mobile screen
TV screen
© 2008.© 2008.
21st CENTURY BRANDING
CASE: Mass market vs. customer economyDM acquisition cost = $333/ good account
Source: Netbanker
Puts prospects in charge Yields actionable data Engages prospects
Cost = $30
© 2008.© 2008.
SUSTAIN VALUE
Improve retention
Increase customer, product & account penetration
Personalize relationships
SENSE VALUE
• Understand competitors
• Sense market trends
• Understand customers
• Identify opportunities
DEFINE VALUE
• Segment customers
• Target profitable segments
• Craft value propositions
• Validate value propositions
REALIZE VALUE
• Develop offerings
• Meet customer demands for economic, experiential, emotion value
• Measure value
21st CENTURY BRANDING
Find. Grow. Measure. Profit.
Cu
stom
er-d
riven
© 2008.© 2008.
21st CENTURY BRANDING
BRANDING: Sign of the times“Marketing is an organi-zational function & a set of processes for creating, communicating, & deli-vering value to custo-mers & for managing customer relationships in ways that benefit the organization & its stake-holders.”-American Marketing Association, 12/07
“Marketing is the activity, set of institutions, & processes for creating, communicating, de-livering, & exchanging offerings that have value for customers, clients, partners, & society at large.”
-American Marketing Association, 1/08
© 2008.© 2008.© 2008.© 2008.© 2008.
BRANDING EVOLUTION
Mass economy Customer economy Demand economy
“Positioning” Peer-to-peer (P2P) branding
Customer co-creation; customers as innovators
“Brand personality,” “awareness”
Action or SALE! Integration into lives or operations
“Brand equity” Economic, experiential & emotional value
Mass marketing Segmentation Self-segmentation
Advertising/PR/etc Search enginesBanners
Widgets, gadgets/flyers, OpenSocial apps, etc
Acquisition Retention Network ambassadors
Sales Profitability Depth of engagement
Product focus CRM: How a customer looks to company
CEM: (customer experience management) How a company looks to a customer
© 2008.© 2008.© 2008.© 2008.© 2008.
MEASUREMENT
Metrics Comments
Mass economy
“Brand equity,” “brand personality,” “brand essence,” “position”
Unmeasureable ROI calculation impossible
Satisfaction No standard definition of satisfaction Satisfaction NOT = loyalty
Customer economy
Retention = More sales = Lower acquisition costs = Positive WOM
Customer lifetime value
20% of customers = 80% of profits 15% customers unprofitable
Profit growth Not sales, market share or shareholder growth
© 2008.© 2008.© 2008.© 2008.© 2008.
MEASUREMENT
Metrics Comments
Demand economy
Engagement value
Customer's knowledge, interest & involvement in category & brand
Number of posts, reviews, feedback
Connection value
Number of contacts. Degree of network involvement
Online & offline social/network activities
Network value
Value of social social/networks involved in (closed or public)
Relevance of network to your brand
Amount of interconnectivity among multiple networks
© 2008.© 2008.© 2008.© 2008.© 2008.
STRATEGIC BRANDING ALTERNATIVES
Creative-driven branding Data-driven branding
Relates to logos & ads Relates to ads, R&D, sales, operations, supply chains & customer relationships
Lets agency drive strategy Executive management drives strategy
Leverages visuals & messages to increase awareness
Leverages data, segmentation & customer info to increase engagement
Focuses on acquisition Focuses on acquisition & retention
Impact difficult to measure Enables measurement of spending, advertising & other marketing
No customer/prospect insight Insights in customer value, activities, referrals, retention, behaviours, etc.
Competitive advantage = ? Customer relationship is 1 competitive advantage not copied
Only 15% of companies declare data as intangible asset in books Most companies only get less than half of potential data from database
© 2008.© 2008.
DIGITAL BRANDING EVOLUTION
Web 1.0 Web 2.0
Personal sites Blogs
Encylopedias Wikis
Hits Links
HTML SQL
Hits/Page views Cost per click/action
Downloads Podcasts/Video
Publishing Interactivity
Banners Contextual ads
Email RSS feeds
Search engine optimization Tagging
21st CENTURY BRANDING
© 2008.© 2008.
21st CENTURY BRANDING
(R)EVOLUTION: Moving to “YourBrand 2.0”
Mass access
Word/print-centric
“Something for everybody”
Social networks
Video-centric
Customized content (widgets, etc)
Business networks
Knowledge-centric
Timely content
Stakeholder networks
Database-centric
Supply chain integration
© 2008.© 2008.
21st CENTURY BRANDING
INTERNET 1.0: Familiar model
Unitary (1 page, multiple data)
CHARACTERISTICS
Link-oriented
“Pull” information
Product-centric (destinations & events)
Strategy, message, USP unclear
© 2008.© 2008.
21st CENTURY BRANDING
WEB 2.0: Background"Web 2.0 is a knowledge-oriented environment where human interactions generate content that is published, managed and used through network applications in a service-oriented architecture." --IBM
1. “Networks of interest” Facebook, MySpace, etc. Social bookmarking
2. Personalization Personalized portals
“Tagging”
3. Data/content targeting Widgets Landing pages
4. Visualization Video
© 2008.© 2008.
21st CENTURY BRANDING
WEB 2.0 #1: “Networks of interest” Definition: (aka “communities of interest”)
Networks interconnect people who share a common interest or passion in information, activity or interaction undefined by sex, geography, age, etc.
May be interconnected with other networks/ communities (personal, OpenSocial)
Develop “norms” based on shared values/feelings Self-segmentation
UK study: 80% discuss brands Thousands: Facebook, MySpace, Eons,
TeeBeeDee, LinkedIn, Ning (roll-your-own)
Xanga
Vois
Viadeo
“6 degrees”
Ret
urn
on n
etw
orki
ng in
vest
© 2008.© 2008.
21st CENTURY BRANDING
Croatia: MySpace Croatia: Facebook
MySpace (80.74%)
Facebook (10.3%)
Bebo (1.3%)
BlackPlanet (0.9%)
Xanga (0.9%)
iMeem (0.7%)
Yahoo!360 (0.72%)
Classmates (0.72%)
Hi5 (0.7%)
Tagged (0.7%)Hitwise, 3/07
POPULARITY
© 2008.© 2008.
21st CENTURY BRANDING
COMMUNITIES: Social bookmarking Internet 1.0
Directories (Google, Yahoo!, MSN, etc.) organize the Web for you (spiders/algorithms)
Social bookmarking You organize Web for yourself or community
(perceived utility vs. links) Tagging (keywords) Tag cloud: Relative importance (eg popularity)of
hyperlink represented visually Visible to others
http://tagcrowd.com
http://kevin.vanzonneveld.net/ techblog/article/ list_of_social_book marking_sites/
Social bookmark managers
© 2008.© 2008.
21st CENTURY BRANDING
WEB 2.0 #2: “Personalization” Old definition: “Supersite” (Yahoo!, MSN,
AOL) for search, news, email, shopping, map services, chat, etc.
New definition: One-stop shop for personal interests -- “my-portals,” “personalized start pages”
Netvibes, iGoogle, Pageflakes, Webwag, etc. Use of widgets, RSS For individuals or select communitiesMy Yahoo! 2000
© 2008.© 2008.
21st CENTURY BRANDING
WEB 2.0 #2: “Personalization”
Social bookmark
Stock RSS
Self-select community
Chat
Tourism Hospitality networkED (THED)
Video
Flickr (photos)
Central file storage
News feed
Personal
© 2008.© 2008.
21st CENTURY BRANDINGWEB 2.0 #3: Data/content targeting
Widgets: Small, interactive apps for PCs, Web (social networks, blogs, etc), mobile
AKA “gadgets” (Microsoft/Google) & “applications” (Facebook)
Video, game, calculator, sports, stock, etc. Uses RSS feeds
Free, discrete data flow from site 2 site, person to person
Brand & revenue payoffs Can carry links, logos, advertising, be emailed Viral, visibility, traffic, SEO, E-commerce
© 2008.© 2008.
21st CENTURY BRANDING
WIDGETS: Examples
Continuously updated information
Football standings, stocks, weather, product prices, etc.
Multimedia info
Video, Web links, sharing, interactivity, etc.
Webcam
Tourism, security, visual power/proof, etc.
© 2008.© 2008.
21st CENTURY BRANDING
Webcam Widget
Info Widgets
Events Widget
Poll Widget
1.0 SITE -> 2.0 SITE
Tagging!!
© 2008.© 2008.
21st CENTURY BRANDING
DATA/CONTENT TARGET: Landing pages Website page visitors arrive at when
clicking on a link Home page or any other page
Use landing pages To control where people are coming from Better measurement of ads, campaigns, etc. Easier navigation for visitors
Benefits Improve engagement Improves conversions through targeting
© 2008.© 2008.
21st CENTURY BRANDING
LANDING PAGES: Campaigns at work
Not: Fidelity.com
Video
Measurement WITHOUT spiders!
© 2008.© 2008.
21st CENTURY BRANDINGWEB 2.0 #4: Visualization/Video
Greater interaction with video ads than image ads Study: 8% interaction (Mouseovers, etc.) Doubleclick CTR study:
Image: 0.1-0.2%; Video: 0.4-0.74%
Study: 51% of major US corporations have online video strategy (“vidcasts”) Internal branding (training, corp. strategy, etc.) PR (Video news releases; “white papers”)
(Expertvillage.com, eHow, videojug, viewdo, etc.)
© 2008.© 2008.
21st CENTURY BRANDING
CROATIA 2.0: Strategic outline Existing Web site
Platform for branding Transition to 2.0
Landing pages (LP) Targets niche markets Uses ‘tags’ on pages
Croatia 2.0 communities/networks
High-yield segments Users can add data
Croatia 2.0 Hiking LP
Croatia 2.0 Culture LP
Croatia 2.0 Sail LP
Croatia 2.0 RE LP
Song Network..
Dance Network
Agent Network
65+ Network
Cruise Network
Sail boat Network
Mountain Network.
Camp Network
© 2008.© 2008.
21st CENTURY BRANDING
CROATIA 2.0: Cruise landing page
#1: View operators/ itineraries
#3: Connect with other passengers
Trip reviews
#4: Getting there (link to Google maps)
#2: Downloadable 3D map #5: Interactivity
Contests/surveys
External links
Formal wear
Dive sites
Legal info
Ext. communities
Grapheety, zoomandgo, tripim, etc
#6: Video
© 2008.© 2008.
21st CENTURY BRANDING
WEB 2.0: “What if they say something bad?” Negative comments WILL be made
Post with you or post elsewhere More important: How you address
HSBC eliminated overdraft fees after 6,000 customers complained on Facebook
Respond fast By engaging early, can head off problems Silence is the worst response!!!
Use as early warning/feedback system Forrester: 65% of companies surveyed tracking
social media to identify new risks & issues
Asked why M-Net had edited its discussion forum to remove comments about sexual assault, a spokesman said: "This is a serious allegation & there is no proof of this.”
© 2008.© 2008.
21st CENTURY BRANDING
“YOUR BRAND 2.0:” Tools Traditional
Dreamweaver, etc. New (Video, interaction, mash-ups)
Viewbook Splashcast Jumpcut Slide Slideshare
Mapwing Google MyMaps TouFee Webslides Many, many more
© 2008.© 2008.
21st CENTURY BRANDING
“YOUR BRAND 2.0:” Tools Social Media Releases (SMR)
Incorporate Web 2.0 & other elements that give journalists, etc tools to create multimedia story
OpenSocial Standard tools for building apps/widgets across
social networks Ajax
Programming techniques for creating interactive web apps
Update small amounts of data, not Web page
© 2008.© 2008.© 2008.© 2008.© 2008.
SMR example
virtualthirst.com/ virtualthirst-socialmediarelease. html
© 2008.© 2008.
21st CENTURY BRANDING
NEXT STEPS: “YourBrand 2.0”1. Abandon mass-economy ideas
“Positioning,” “brand personality,” etc. Customers define brands, based on value
2. Start measurement Data for smarter decision-making; ROI
Customers, retention, campaigns, etc
3. Develop social networking strategy Develop “personas” in social communities Create your own communities
Internal (IBM); External (supply chains)
© 2008.© 2008.
21st CENTURY BRANDING
NEXT STEPS: “YourBrand 2.0”4. Develop & expand widget use
What on site can be added/used for widgets?
5. Develop landing pages Integrate with advertising, PR, promotion
6. Develop online video strategy Don’t think press release; think video! Buy digital video cameras; expand in-house
editing etc. skills
© 2008.© 2008.
21st CENTURY BRANDING
NEXT STEPS: “YourBrand 2.0”7. Develop consumer/user marketing
strategy Encourage links, forward, invites, nudges, etc.
8. Leverage self-segmentation to target “right” social networks
Location (xianei.com = china) Interest/passion (myspace = music) Identity (ivillage = female) Lifecycle (theknot = marriage)
© 2008.© 2008.
21st CENTURY BRANDING
NEXT STEPS: “YourBrand 2.0”9. Monitor SMM (Social Media Marketing) &
SMO (Social Media Optimization) OpenSocial, SMRs, AJAX, other trends
10. Start preparing now! Research, pilots, step-by-step implementation
Inevitably, we are moving from Information Age to Social Age
Web 2.0 will transform your brand like Web 1.0 did
© 2008.© 2008.
THANK YOU!
QUESTIONS?
Find • Grow • Measure • Profit
Asia’s leading data-driven brand consultancy
www.fusionbrand.com
“Best Business Book”
Want presentation copy? Go to http://fusionbrand.blogs.com and email me!