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

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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