Stop the world, I want to get out!
We are in the interruption business
One-way communication is our thing, for us, it is hard to think otherwise
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
Interruption is not enough any more
Average click-through rate in
Hungary: 0.2 – 0.4%
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
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
• What challenges does consumer Web 2.0 empowerment present to brands?
• How can brands overcome the challenges and build active consumer engagement?
Two questions….
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
Customers are more expressive – 400.hu competition
The pictures just kept coming...
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
Customers are better networked
Customers are better informed
• 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
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
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