Balint Web2.0

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Stop the world, I want to get out!

Transcript of Balint Web2.0

Page 1: Balint Web2.0

Stop the world, I want to get out!

Page 2: Balint Web2.0

We are in the interruption business

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One-way communication is our thing, for us, it is hard to think otherwise

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All the new technologies point towards interactivity and participation

• Slide from julian

Slow speed

Low data delivery

Tethered PC access

Text-based content

Directory-navigated

Few user controls / capabilities

Occasional connectivity

Asynchronous communications

Individual experience

Web 1.0

High speed

High data delivery

Ubiquitous, multi-device

Multi-media, 3D content

Search-navigated

Many user controls / capabilities

Constant connectivity

Synchronous communications

Communal experience

Web 2.0

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Interruption is not enough any more

Average click-through rate in

Hungary: 0.2 – 0.4%

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Sources of information are changing

• How we’re connected

• What we’re talking about

• What we save (and share)

• What we’re paying attention to

• What engages us

del.icio.us

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Web 2.0 is enabling & empowering consumers in new ways thus it presents a number of challenges to marketers

Increased Ability to Interconnect & Socialize

Increased Ability to Gain On-demand Satisfaction

Increased Ability to Customize Consumption

Increased Ability to Access & Sift Abundance of Info.

Increased Ability to Self Publish & Promote

Better Informed More in control

More fragmented

Better networked

More expressive

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• What challenges does consumer Web 2.0 empowerment present to brands?

• How can brands overcome the challenges and build active consumer engagement?

Two questions….

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Customers are more expressive – 400.hu competition

• Few new features in the new 400D camera -> create buzz

• Teaser campaign

• www.400.hu microsite

• Photo competition – take a picture that features the motif 400

• The winner entry would receive 400 D(ollars)

• Traffic drivers:• Paid text links on big directory sites• Word-of-mouth - seeding the site on blogs, discussion forums

• After the competition, the site would link to the EOS 400D product page

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Customers are more expressive – 400.hu competition

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The pictures just kept coming...

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Results

The winner:

• Almost 900 entered pictures

• 40 000 unique visitor in 6 weeks months

• We managed to stir up the dialogue on discussion forums and blogs, writers passed the info on, thus generating traffic for us

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Customers are better networked

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Customers are better informed

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• Podcast

sponsorshipRadio show

Technomania.huMy computer 1.

User subscribes to Technomania

podcast via RSS

2.

Radio program is

broadcasted and digitalised

3.

The digitalised program is

uploaded to the website

4.

The latest show is downloaded

automatically to my computer

Customers’ consumption is more fragmented

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To build brands in a Web 2.0 world marketers must put engaging content at the heart of their communication strategy

Increased Ability to Interconnect & Socialise

Increased Ability to Gain On-demand Satisfaction

Increased Ability to Customise Consumption

Increased Ability to Access & Sift Abundance of Info.

Increased Ability to Self Publish & Promote

Better Informed More in control

More fragmented

Better networked

More expressive

COMMUNITY

CO

NV

ER

SA

TION COLLABORATIO

NCONTENT

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Is it relevant for us in the CEE region?

• User generated content in our region rarely have the influence or importance it has in more developed markets

• But it will arrive sooner than we reckon