how brands can influence consumer behavior in the web 2.0 world
DESCRIPTION
This presentation explains how consumers interact with brands in the web 2.0 world. More importantly, how brands can influence consumer behavior using practically infinite choice of points of contact. It also describes some key components of a successful social media initiative.TRANSCRIPT
How Brands can influence Consumer Behavior in a 2.0 World
Web Innovation 2009
Gurgaon, 29.04.2009Sandeep BansalFounder Director, eBusiness Interactive
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
1.0 to 2.0
Britannica
Personal
Websites
Page Views
Publish
CMS
Directories
Stickiness
Wikipedia
Blogs
CPC
Participate
Wiki
Tags
Syndication
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
Web 2.0
PowertoPeople
clusters ofInfluencers
YOU
ME
HIM
HER
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
BrandCollection of
Experience & Associationsacross all forms of
Interactions
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
ConsumersBasic Expectations
Trust & Competence2.0 Landscape
Consumers trustpeople like them
Photo Credit: http://www.flickr.com/photos/svenwerk/107267802/
so where to start
everywhere
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
Adopting Interactions
Corporate Blogs
Multimedia Content
Advisory Services
Facilitation Networks
Community Initiatives
Virtual World elements
Resource Syndication
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
Interaction LandscapeWeb SiteCompany InformationProducts & ServicesCustomer Service
BlogsCompany InsightsCustomer ResearchEngaging
CommunityIndustry InsightProduct DevelopmentResourcefulOwnershipPermanence
Social NetworksFriendlyHelpful
Outreach Apps
AdvertisingCore ValuesBrand Message
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
Depth of
Engagement
RecommendableAttractive Interactive
Need fulfillment
Useful
Pillars of Social Interaction
EnjoyUsing
Talks toME
Reacts to ME
Benefit MY friends?
People Cluster Imagebuild
Communities
Photo Credit: http://www.flickr.com/photos/sifah/414239977/
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
Collaboration
DemocracyTransparency
Communities
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
Communication
Broadcasting won’t influence,
Facilitation will
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
TellAdvertise
One to ManyReviews
BroadcastBrand Loyalists
TalkSocializeMany to ManyRecommendsFacilitateBrand Friends
Social Media Landscape
Objectives
Action
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
Challenges
Acquiring Internal Sponsors
Compliance
Metrics Vacuum
Web Innovation 2009 How brands can influence Consumer behavior in a 2.0 World
To influence Consumer Behavior in Web 2.0
Make People
Friends
How Brands can influence Consumer Behavior in a 2.0 World
Web Innovation 2009
Gurgaon, 29.04.2009Sandeep BansalFounder Director, eBusiness Interactive