The new relevance of Websites in the Web 2.0 World
Agenda Overview of Web 2.0 Reputation Management Effective Web 2.0 Marketing: –Viral campaigns –Widgets –PR Legislation Who we are? Q & A
Overview of Web 2.0
What is Web 2.0? Merging of discrete sources of information into one Interactive User generated content Explosion in the volume of web publishers Substantially increased personalisation
Reputation Management User generated content is a major component of web 2.0 Monitoring not as easy as simple as keyword searching !
Effective Marketing – Web 2.0 Viral Opportunities Achieving viral success has been one of the holy grails for online marketing managers Historically, viral marketing has been fundamentally orientated New generation of social networking sites create the perfect environment for the rapid distribution of viral marketing videos or micro-sites
Effective Marketing – Web 2.0 Viral Video Example
Effective Marketing – Social Network Viral Example The adult industry leads innovation again! ‘Spoof’ story of lost digital camera posted on Facebook causes nationwide hunt for owner
Effective Marketing - Widgets Components that are typically embedded in social networking websites
Effective Marketing - Widgets Consider widgets in context of an ambassador for the brand, rather than “just” an extension of website Effective widgets must have a communications purpose, rather than being overly commercial in nature
Effective Marketing – Web 2.0 PR Effective monitoring of social networks can create significant opportunities for press relations Examples include the ‘return of the Whispa bar’
Stay Legal! New European “Unfair Commercial Practices Directive” in effect in the UK from April 2008 It is now an offence to: –Participate in “Astroturfing” – paying bloggers for positive reviews about your company –Writing negative reviews on competitor’s websites –Directly or indirectly ‘pretending’ to be a consumer and writing fake reviews of your products or services
Top tips! 1.Approach Web 2.0 as an opportunity, not a chore! 2.Adapt your transactional website to handle visitors landing on other pages rather than the homepage 3.Clearly segment the web 2.0 channels to market 4.Be pro-active
AffiliateFuture is a subsidiary of TMN Group plc, one of Europe’s premier digital marketing companies Other Divisions EDR – largest buyer of advertising in the UK ID Factor – specialists in online market research with over 4 million members across 41 territories TMN Media – manages the most comprehensive portfolio of addresses in the UK
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Questions & Answers Please visit us at stand E375