Web 2.0 and Brand: Theory and Practice. A brand-led approach to the use of web2.0 technologies in university’s web presence. Dean Russell and James Souttar,

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Presentation transcript:

Web 2.0 and Brand: Theory and Practice. A brand-led approach to the use of web2.0 technologies in university’s web presence. Dean Russell and James Souttar, Precedent Communications 22 July 2008

Choosing our web2.0 technologies.

The cloud

Our audiences and their relationship with us.

brand intimacy

brand engagement

Intimacy of relationship with brand Level of engagement with brand the SAFE matrix

High intimacy Low engagement High intimacy High engagement Low intimacy Low engagement Low intimacy High engagement Intimacy of relationship with brand Level of engagement with brand HighLow the SAFE matrix High

FunctionalEducationalAwarenessSensory increased efficiency improved learning greater reach deeper understanding 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. the SAFE matrix

F unctional E ducationa l A wareness S ensory 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. Banner ad Second life Online learning the SAFE matrix

FUNCTIONAL High intimacy Low engagement EDUCATE High intimacy High engagement AWARENESS Low intimacy Low engagement SENSORY Low intimacy High engagement Intimacy of relationship with brand Level of engagement with brand High Low Website

Selecting and comparing technologies.

CSF model for ‘Sensory’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1Tech 2Tech 3 Target audience reach 10%3 (0.15) Innovation curve55%9 (6.3) PR/Publicity value30%9 (1.8) Measurability5%2 (0.1) Total100%8.35 (min target = 6.5)

CSF model for ‘Awareness’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1Tech 2Tech 3 Target audience reach 55%7 (4.9) Alignment/integrat ion with other activities 20%9 (0.9) PR/Publicity value to the organisation 5%2 (0.1) Measurability20%8 (1.2) Total100%7.1 (min target = 6.0)

CSF model for ‘Functional’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1Tech 2Tech 3 Increase efficiency/reduce costs 20%6 (1.2) New approach/solution 30%9 (2.7) Increase communication effectiveness 30%8 (2.4) Measurability20%3 (0.6) Total100%6.9 (min target = 7.0)

CSF model for ‘Educational’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1Tech 2Tech 3 Improve learning experience 35%7 (4.9) New approach10%5 (0.5) Increase learning effectiveness 35%5 (0.25) Measurability20%8 (1.2) Total100%6.85 (min target = 7.0)

CSF model for ‘Sensory’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) e.g. Second LifeThere.comWhyville Target audience reach 60%5 (3)3 (1.8)7 (4.2) Innovation curve10% 7 (0.7)5 (0.5)4 (o.4) PR/Publicity value20%9 (1.8)3 (0.6)2 (0.4) Measurability10%6 (0.6)4 (o.4)1 (0.1) Total100%6.1 (min target = 6.0)

Demonstrating our difference.

Evaluating the impact on our brand. Implementation and measurement.

Buzz monitoring tool

Brand launch blog statistics Total Views: 25,372 Best Day Ever: 8,089 — Monday, February 4, 2008: launch dayMonday, February 4, 2008 Comments: 435

The future?

Mobile technologies

New technologies

The brand ‘experience’ will become more important than the brand ‘message’ The future?

Feedback, comments, queries or questions. Dean Russell & James Souttar Tel: +44 (0)