Interactive Communication Strategy

© www.worldwebstudio.com - 2008

World Web Studioweb-communication partner

full service interactive agency

Interactiveweb-communicationstrategy

Maxim Gaev


Following the traditions?

Sure the situation is under control?


1.0 Imposing, not communicating

Click here to be happy


2.0 Present in Touchpoints and speak one language with target auditory

Friends?

!ОК


Web 1.0

Before • One-sided• Uniform• Mass• Interfering• «Censure»

• Banners• Content projects• RSS

Web-formats reflect formats of direct advertisement. User is watcher.


Web 2.0

Now• Active• Both-sided• Customized• Social• Interactive

• Blog• Community• E-mail• Forum• Wiki• ICQ/Skype

User generated contentSelf-expression, valuing of personal attitude,

self-moderating, world knowledge


Web 3.0

Coming soon

• Semantic• Shallow-niche oriented• Certificated by users

Services Not pages

Nets are generated by users


Acquiring friends

Communicates on forums

Downloads, posts videos

Uses services

Keeping blogging

Looking for information

Chatting in ICQ

Shopping

Reads-comments

Posts and watches jokes

Mail Mobile

http://w14.odnoklassniki.ru/dk?st.cmd=userMarkPhoto&st.userId=108760705611&tkn=611


World has changed!

Your brand is what Google says it is

Believe not brand advertisement

but friend’s advise

Each user = media-unit –

watch/read, post, communicate,

use

Share of web in marketing-mix increases

Rapidly increases budget on internet promotion


What do brands want?

• Money

• Be cultural idols

• Be influential

• Loyal auditory

• Effectiveness

• User’s deep involvement


What do users want ?

• Express themselves and be important

• Be in the center of attention

• Receive relevant information

• Have fun


Influences

Loyalauditory

Effectiveness

User’s deepinvolvement

Self-expression

Be in the center of attention Be important

Receive relative information

Have fun

Intersection of interests

Opinion leaders

Communities

Customizing and availability of information

Services

Brands Users


• User generated content• Solution of brand’s tasks by creating a community

Case• Client: ТНК• Project: Законы дороги (Road’s laws)

• Сountries: Russia, Ukraine


ТНК –– ЗАКОНЫ ДОРОГИ – web-communication

• User attraction • Community creation• User generating content• Creation of recommendation effect• Forming the database of registered users• Creation of book

Joint with creative bureau “SAHAR” Within complex

promo-campaign


800 000 copies of bookwritten by users


Searching information

Chats in ICQShopping

Reads-comments Posts and watches jokes

Acquires friends

Communicates on forums Downloads, posts videos

Uses services

Keeps blogging

Saves in favorites Uses in own posts, blogs

Recommends


Effective web-communication is:

Recommendation Engine


Сreation publicationmessaging

User /Brand

Views and ratingMessaging

Using, adding to favorites

Mush Up, Indexation,Quotation Messages

RecommendationsRecommendations

Recommendations Recommendations


site blog

Wiki

Fliсkryoutube

Web &mobilePDA

Professional inform-projectsadvertisement,

innovations

Search engines

Slideshare

GlobalServices,

Goolgemap,…

Link exchange

Chats,forums

Icqmail

mobile

Profileprojects

CataloguesRatings

вирус-маркетинг


To achieve Recommendation Effect is needed:

• Be based on system-approach of using the trends

• Speak one language with user

• Be in touch points, share values with target auditory

• Offer useful but not advertising information

• Create services


• User generated content• Solution of brand’s tasks by creating a community

Case • Client: NАICА «Оранта»• Project: Five Advantages of Leader• Сountry: Ukraine


Banner- service Addresses of departments ->


Use World Web Studio model to build effective communications

Use actively unique web potential

In complex marketing communications


Ignoring is EXPENSIVE!


Want to see the model works?

2buy or die!!!

This springon your monitors!!!

Premiere !!!

Smart consumers community!!!


For more information:

• [email protected]• www.worldwebstudio.com

• blog.worldwebstudio.com

Interactive Communication Strategy

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