Arc-Worldwide-web2.0(ppt 40)英文.ppt

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1、Arc-Worldwide-web2.0(ppt 40)英文英文2Theres Already Old SchoolThe Internet has only been around in mass use with a browser for less than 10 years. Were just getting warmed up.Over that time, we have outgrown many tenets and redefined many more.Hyper-innovation and technology advances drive continued ado

2、ption, experimentation, and re-drawing of boundaries, redefinition of whats possible.Bottom line weve arrived at Web 2.034We Group These Into Three Domains of InnovationContinually exploring innovation in three domains:Content DevelopmentContent DistributionContent ExperienceOur definition of Web 2.

3、0 flows directly from our perspective on these three basic domains.5Blogs, RSS FeedsIts About Content A Flow & Relationship CycleContentContent DevelopmentContent DevelopmentContent DistributionMobileInternetEnvironmentsContentExperiencesContentExperiencesContentExperiencesContentExperiencesContentE

4、xperiencesFrom:MarketersConsumersAggregators6FromContent Development Robust Destination Sites Static Content Company Generated Content Content Distribution Targeted Push Brand 2 Consumer SearchedContent Experience All Purpose Corporate SiteClicks and EyeballsPlug-InsStickinessToBig Ideas107FromToCon

5、tent Development Robust Destination Sites Static Content Company Generated Content Content Distribution Targeted Push Brand 2 Consumer SearchedContent Experience All Purpose Corporate SiteClicks and EyeballsPlug-InsStickinessContent Development 1. Distributed Digital Experiences2. Dynamic Content3.

6、Consumer Generated ContentContent Distribution 4. Relevant Pull5. Peer 2 Peer6. TaggedContent Experience7. Topic-specific Brand Properties8. Level of Engagement9. Sensing, Agnostic Platforms10. Consumer-driven Conversation8Are Consumers Ready for This? AbsolutelyBroadband penetration is staggering;

7、it delivers the enhanced experience of Web 2.0It once took an internet user 5-6 years to become comfortable with buying online. Today it takes 1-2 yearsHigh expectations and dissatisfaction with current text nature of internet will grow; “I have to read, work for you to sell to me”Generations growin

8、g-up with immersive video and the expression of their opinion as an integral part of their digital lives91. Distributed Digital ExperiencesNo more build it and they will come to youMobile, handsets, short-form content manifesting itself in multiple user environmentsPermission, trust and demand-based

9、 deliveryMy database is with me at all times its an extension of meSites must evolve from the sole brand destination to “distribution centers” for value to customers1Content Development10TodayCommunication, Digitization driving sharing of everything and fast!Social Networks, let me find friends, glo

10、bally, and mobile connects me with them all the timeBlogs people are able to express, become their own journalists, seek an audience with like minded peopleM websites structured around the organizations for the organizations90% of websites irrelevant for consumers, they want the 10% that matters to

11、them - delivered at that RIGHT time1Content Development112. Dynamic ContentFrom text to audio to video to social real world contentConsumer expectation of freshness and changeConsumers slam corporate podcasts that start strong and then sputter outNo mercy on iTunesThe Mash-up mentality all digital c

12、ontent is meant to be taken and changed for new purposes, agendas, humor“Content” is not placed or “ran”, it LIVES. In the form of social communities, environments and groups that function like living organismsWarcraft gamers had their characters stage a “protest” in the virtual world against a rule

13、 the users didnt like2Content Development123. Consumer Generated ContentFrom blogs to music to ringtones to microsites to short-form film and games, consumers control the web and our experiences within itConsumers have found their voices, and they like the way they soundA new generation sees themsel

14、ves as active participants, not just recipientsBut what is it really what are the user benefits?The opportunity to participate actively in a brand A place to indulge their passions, users “co-branding” with youA means to live vicariously through others The ability to critic, and evaluate products an

15、d services3Content Development13Consumer Generated Content - Growing65% of experienced Internet users find user reviews more helpful than information supplied by the brandFifty-seven Percent Of Online U.S. teensor roughly 12 millionnow create or share online content, including blogs, Web pages, and

16、photos, Compare to just 7 percent of adult online users had created blogsSome 6 million Americans have downloaded pod casts - Internet radio broadcasts - from the WebPew Internet & American Life Project, November, 200520% of those who have ever listened to a podcast do so weeklyListen to average of

17、6 podcasts week and 4 hours/month listening timeStudy by Bridge Ratings, November, 20053Content Development14What are consumers creating?Link submissions, reviews , discussions and newsgroups ratings, votes and polls, FAQs Blogs, Web, Mobile and VideoPodcastingSpoofs of Advertising, Products, Media,

18、 FilmBrokeback Mountain + Top Gun = “Brokeback Squadron” Contest Entries - Create Designs, Entries, Vote for the bestMy Designs, My IdeasMy Content, Reflection on Me and my universeBlogging as a means to shape and define identityBlogs as brands for individuals are cared and nurtured for3Content Deve

19、lopment15A Few Words on the Blog NationThey are dynamic, not published weekly or monthly like corporate websitesThey are published daily and bloggers post actively on other blogs maintaining their own brand and reputationSearch engines love new fresh contentThey write content as conversation, story

20、that builds, engagesNot a push, stuffy PR release approach, but real 2 way dialogue. Fakers are sniffed out a mile away.Content Development31602,000,0004,000,0006,000,0008,000,00010,000,00012,000,00014,000,00016,000,00018,000,00020,000,000Mar-03Apr-03May-03Jun-03Jul-03Aug-03Sep-03Oct-03Nov-03Dec-03J

21、an-04Feb-04Mar-04Apr-04May-04Jun-04Jul-04Aug-04Sep-04Oct-04Nov-04Dec-04Jan-05Feb-05Mar-05Apr-05May-05Jun-05Jul-05Aug-05Sep-05Oct-05DoublingDoublingDoublingWeblogs CumulativeMarch 2003 - June 2005Doubling18.9 Million Weblogs TrackedDoubling in size approx. every 5 monthsConsistent doubling over the l

22、ast 36 months17020,00040,00060,00080,000100,000120,000140,000160,000180,0009/1/049/15/049/29/0410/13/0410/27/0411/10/0411/24/0412/8/0412/22/041/5/051/19/052/2/052/16/053/2/053/16/053/30/054/13/054/27/055/11/055/25/056/8/056/22/057/6/057/20/058/3/058/17/058/31/059/14/059/28/0510/12/05New Blogs per Da

23、yAs of Oct 2005 over 70,000 blogs were created dailyA new weblog is created about every secondRecent Spikes partly due to increase in Chinese Blogs55% of new bloggers are still posting 3 months later13% of all blogs update weekly (or more)About 2% - 8% of new blogs are spam (red spikes)1802000004000

24、006000008000001000000120000014000009/1/049/15/049/29/0410/13/0410/27/0411/10/0411/24/0412/8/0412/22/041/5/051/19/052/2/052/16/053/2/053/16/053/30/054/13/054/27/055/11/055/25/056/8/056/22/057/6/057/20/058/3/058/17/058/31/059/14/059/28/05KryptoniteLock ControversyUS Election DayIndian Ocean TsunamiSup

25、erbowlSchiavo DiesNewsweek KoranDeepthroat RevealedJustice OConnorLive 8 ConcertsLondon BombingsKatrinaDaily Posting Volume1.2 Million legitimate Posts/DaySpam posts marked in redOn average, additional 5.8% are spam posts Some spam spikes as high as 18%19Blogs and MSMEschatonCommon DreamsThe Economi

26、stBinary BonsaiDaveneticsNPRTalking Points MemoThe TimesPBSESPNBEngadgetNational ReviewAsahi ShinbunSlateFARKGizmodoLA TimesInstapunditDaily KosMTVSalonSF GateReutersNFox NewsUSA TodayBoing BoingWired NewsMSNBCGuardianBBCYahoo NewsWashington PostNew York Times010,00020,00030,00040,00050,00060,000Blu

27、e = Mainstream MediaRed = Blog Challenge: Fight or Embrace?204. Relevant PullRSS and other content syndication methods are, and will, revolutionize the way content is distributedMicro-targeted, updated instantlyOn-demandHighly specialized, niche Completely at consumers discretionOpinionatedSites spr

28、inging up that combine customizable RSS feeds, “Feed splicing”Exclusive, VIP (pay?) feeds will be next4Content Distribution21Is it Push Or Pull?No-one is targeted, consumers are friends, welcome back anytime, not targeted for campaignsEngagement and “True Friend Experience is KingRSS and Email All O

29、pt in, pulling people backExperience create lasting impression - am I happy and satisfied, learns and applies, helpfulOnline delivers human interaction to everyone, wherever and whenever4Content Distribution22Peer-2-PeerPeers & Customers ARE the New MarketersTo deliver a new level of immersion of ex

30、periencePut the consumer as the driver and let them be a part of delivering a whole new experienceGive them the tools and opportunities to speak upBe the microphone, the artboard, the broadcaster for themNokia realized theyre selling customer expression, not just selling phones moblogs already set u

31、p for new camera phones5Content Distribution23Peer-2-PeerSocial networking and location aware devices, along with new forms of content development and distribution, make the Web an almost entirely consumer-driven mediumConsumers far more likely to accept recommendations about a product or service wh

32、en coming from a peer network vs. a corporationEnable loyal customers to say the things as a marketer you wish you could “The new BMW M5 engine KICKS ASS over AUDI”5Content Distribution24Who do consumers trust?Who do they engage with in conversations?Other individual customers, friends and family3rd

33、 party analysts and expertsBlogs on online communitiesMaybe customer service via chatCorporations less and less!Who and where do they turn?Friends phone, e-mail, social meetingsBlogs and online communitiesReviews by third party analysts and expertsLive customer service5Content Distribution25From Sea

34、rched to “Tagged”Almost a third of blog posts use tags or user-created categoriesCurrently over 25 Million, growing at about 400k/day Search engine portals being challenged by tagged content portalsCustomers determine how to classify, “folksonomy”Trusted list of valued sites get tagged for others to

35、 useCommunities share tagged content Flickr photosTagging allows users to browse and search in smaller but more relevant pool of websitesTowards a post-Google system of relevancy, Tag Clouds6Content Distribution2627452 Podcasts matching “dogs” tag in this portalTag Clouds28Topic Specific Digital Bra

36、nd PropertiesContext specific platform delivery (i.e., home, store, city, etc.)A stand-along campaign on the webUsing digital media to launch new products & positioningPlace-based mobile product info. / value delivery7Content Experience29Level of EngagementPast the concept of “Clicks and Eyeballs” a

37、s measures of reach and awarenessTowards deeper relationships, pass on, return visits, integration of your content with user contentMay not be about length of session, but quality of sessionEmotional measures, not simply statisticalContent Experience830A. YOU TAILOR ITimmersed in the brand via rich,

38、 engaging content and personalizationB. YOU CREATE ITuser generated content, editorial, and reviewsC. YOU CONTROL ITcontent consumption and experience where and when you want it (on demand, beyond the .com). mobile, TiVo, otherD. YOU SHARE ITp2p content distribution platforms creates high degrees of

39、 involvement, trust, and confidencebrand as a platform for like minds to interact, (vs) brand as the deliverer of the messageE. YOU HAVE FUN WITH ITlearn, play, share, laugh, test, exploreF. YOU BREATHE IT.once the brand belongs to you, then brand preference is the default Content Experience8Dimensi

40、ons of Engagement in the digital world31What does it become?A new breed of consumer engagementA category educatorA visionary communication channelContent delivered through experienceA place to be recognized, a place to share and embrace each otherA destination8Content Experience32What does it look l

41、ike again?One Rich Interactive PlatformIt does not resemble a traditional website, with scrolling pages, forms, functions and content combinedHuman Touch and Community A Constant and Reassuring featureEvery interaction is remembered and acted on8Content Experience33Sensing, Agnostic PlatformsAutomat

42、ic AwarenessContent formatted to screen / device / platformThe end of device driversThe new client-server relationship is mobileContent Experience934Consumer Driven ConversationBeyond “Stickiness” to a relevant conversationQuantity of time on a site is not always a good thing, quality is more import

43、antBe there for your customer when they need you, what do they want? How do you know?Incorporating their ideas, listening to them, marketing with themContent Experience1035Imagine Human ConversationContent Experience10 The information that I need delivered whenever, however, and wherever All informa

44、tion has dimension of contextual relevance what I see and hear is what I need I expect to be recognized to know my likes and dislikes Not pushy, invasive, or assumptive Relationship as a source of enjoyment and value versus todays Corporate Website, where the consumer has to work hard to find inform

45、ationDelivery and conversation is a reflection of internal organizational structure fragmented and segregated36What does it look like?Human face to a corporate experienceYour own personal guide, welcome backGuided tour, just like visiting a friendYou receive adviceYou ask questionsYou are treated wi

46、th respectLittle bit of fun, to make it humanIt remembers you, what you did last visitLets you share your story, listens and learnsSocial connects you with similar like minded people, to share, learn from, feel belongingContent Experience1037Whats Next for Purina?A strategic platform for digital exp

47、eriencePlanningPrototyping / EvaluationIterationEnterprise launchAn infrastructure for rich media and entertainmentBuild a real pet communitySow seeds and fertilize the ground for consumer feedbackHave a plan for what to do with itKeep your “loyals” happy and feeling involved38Purina is at Web 1.25

48、(with good momentum)Whats workingInnovation mindset and desire spiritually youre thereStarter distribution network (content feeds)Great resources (i.e. off-line entertainment properties)What must improveStrategic framework for Entertainment content A Master PlanCustomer generated content (Podcast id

49、ea in the works)“Behind the scenes” blogs, “Exclusive” content, not just recycling existing TV. Original entertainment for interactive.Content itself must be RELEVANT what to re-format? What content to create thats not there now?39Big IdeasMobile-based fashion show consumer submitted “at the park” entriesFashion designers do line for dogsModels + dogs on runway = “Fashions gone to the dogs”Co-branding opportunities way outside of the pet care spaceMobile phone manufactures and carriersHospitality and travel brandsRedefine the dog show Sprint Global dog showContinue discussion40End