Web%202.0%20and%20Brand:%20Theory%20and%20Practice.

1
Web 2.0 and Brand Theory and Practice.

• A brand-led approach to the use of web2.0
  technologies in universitys web presence.

Dean Russell and James Souttar, Precedent
Communications 22 July 2008
2
Choosing our web2.0 technologies.
3
(No Transcript)
4
(No Transcript)
5
The cloud
6
Our audiences and their relationship with us.
7
brand intimacy
8
brand engagement
9
Intimacy of relationship with brand
Level of engagement with brand
the SAFE matrix
10
the SAFE matrix
High
Intimacy of relationship with brand
Low
Level of engagement with brand
High
Low
11
the SAFE matrix
The adoption of a particular technology should be
assessed by the benefits this provides to the
organisation brand communication based on each
communication type, as outlined below.
increased efficiency
improved learning
deeper understanding
greater reach
12
the SAFE matrix
By assessing a technology based upon its
communication purpose, it is possible to place it
within the SAFE matrix framework usually falling
under a single quartile.
Online learning
Email
Second life
Banner ad
13
High
Intimacy of relationship with brand
Website
Low
Level of engagement with brand
High
Low
14
Selecting and comparing technologies.
15
CSF model for Sensory
Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10)
Tech 1 Tech 2 Tech 3
Target audience reach 10 3 (0.15)
Innovation curve 55 9 (6.3)
PR/Publicity value 30 9 (1.8)
Measurability 5 2 (0.1)
Total 100 8.35 (min target 6.5)
16
CSF model for Awareness
Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10)
Tech 1 Tech 2 Tech 3
Target audience reach 55 7 (4.9)
Alignment/integration with other activities 20 9 (0.9)
PR/Publicity value to the organisation 5 2 (0.1)
Measurability 20 8 (1.2)
Total 100 7.1 (min target 6.0)
17
CSF model for Functional
Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10)
Tech 1 Tech 2 Tech 3
Increase efficiency/reduce costs 20 6 (1.2)
New approach/solution 30 9 (2.7)
Increase communication effectiveness 30 8 (2.4)
Measurability 20 3 (0.6)
Total 100 6.9 (min target 7.0)
18
CSF model for Educational
Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10)
Tech 1 Tech 2 Tech 3
Improve learning experience 35 7 (4.9)
New approach 10 5 (0.5)
Increase learning effectiveness 35 5 (0.25)
Measurability 20 8 (1.2)
Total 100 6.85 (min target 7.0)
19
CSF model for Sensory
Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10) Technology - can be multiple columns for comparison (rate out of 10)
e.g. Second Life There.com Whyville
Target audience reach 60 5 (3) 3 (1.8) 7 (4.2)
Innovation curve 10 7 (0.7) 5 (0.5) 4 (o.4)
PR/Publicity value 20 9 (1.8) 3 (0.6) 2 (0.4)
Measurability 10 6 (0.6) 4 (o.4) 1 (0.1)
Total 100 6.1 (min target 6.0) 3.3 5.1
20
(No Transcript)
21
Demonstrating our difference.
22
(No Transcript)
23
(No Transcript)
24
(No Transcript)
25
(No Transcript)
26
(No Transcript)
27
Evaluating the impact on our brand.

• Implementation and measurement.

28
Buzz monitoring tool
29
(No Transcript)
30
Brand launch blog statistics

• Total Views 25,372
• Best Day Ever 8,089 Monday, February 4, 2008
  launch day
• Comments 435

31
The future?
32
Mobile technologies
33
New technologies
34
The brand experience will become more important
than the brand message
The future?
35
Feedback, comments, queries or questions.

• Dean Russell James Souttar
• Email dean.russell_at_precedent.co.uk
• Tel [phone]
• www.precedent.co.uk