arc worldwide web2.0.ppt

1,Arc,Worldwide,天马行空官方博客：,2,TheresAlreadyOldSchool,TheInternethasonlybeenaroundinmassusewithabrowserforlessthan10years.Werejustgettingwarmedup.Overthattime,wehaveoutgrownmanytenetsandredefinedmanymore.Hyper-innovationandtechnologyadvancesdrivecontinuedadoption,experimentation,andre-drawingofboundaries,redefinitionofwhatspossible.BottomlinewevearrivedatWeb2.0,天马行空官方博客：,3,4,WeGroupTheseIntoThreeDomainsofInnovation,Continuallyexploringinnovationinthreedomains:ContentDevelopmentContentDistributionContentExperienceOurdefinitionofWeb2.0flowsdirectlyfromourperspectiveonthesethreebasicdomains.,5,Blogs,RSSFeeds,ItsAboutContentAFlowitdeliverstheenhancedexperienceofWeb2.0Itoncetookaninternetuser5-6yearstobecomecomfortablewithbuyingonline.Todayittakes1-2yearsHighexpectationsanddissatisfactionwithcurrenttextnatureofinternetwillgrow;“Ihavetoread,workforyoutoselltome”Generationsgrowing-upwithimmersivevideoandtheexpressionoftheiropinionasanintegralpartoftheirdigitallives,9,1.DistributedDigitalExperiences,NomorebuilditandtheywillcometoyouMobile,handsets,short-formcontentmanifestingitselfinmultipleuserenvironmentsPermission,trustanddemand-baseddeliveryMydatabaseiswithmeatalltimesitsanextensionofmeSitesmustevolvefromthesolebranddestinationto“distributioncenters”forvaluetocustomers,1,ContentDevelopment,10,Today,Communication,Digitizationdrivingsharingofeverythingandfast!SocialNetworks,letmefindfriends,globally,andmobileconnectsmewiththemallthetimeBlogspeopleareabletoexpress,becometheirownjournalists,seekanaudiencewithlikemindedpeopleMwebsitesstructuredaroundtheorganizationsfortheorganizations90%ofwebsitesirrelevantforconsumers,theywantthe10%thatmatterstothem-deliveredatthatRIGHTtime,1,ContentDevelopment,11,2.DynamicContent,FromtexttoaudiotovideotosocialrealworldcontentConsumerexpectationoffreshnessandchangeConsumersslamcorporatepodcaststhatstartstrongandthensputteroutNomercyoniTunesTheMash-upmentalityalldigitalcontentismeanttobetakenandchangedfornewpurposes,agendas,humor“Content”isnotplacedor“ran”,itLIVES.Intheformofsocialcommunities,environmentsandgroupsthatfunctionlikelivingorganismsWarcraftgamershadtheircharactersstagea“protest”inthevirtualworldagainstaruletheusersdidntlike,2,ContentDevelopment,12,3.ConsumerGeneratedContent,Fromblogstomusictoringtonestomicrositestoshort-formfilmandgames,consumerscontrolthewebandourexperienceswithinitConsumershavefoundtheirvoices,andtheylikethewaytheysoundAnewgenerationseesthemselvesasactiveparticipants,notjustrecipientsButwhatisitreallywhataretheuserbenefits?TheopportunitytoparticipateactivelyinabrandAplacetoindulgetheirpassions,users“co-branding”withyouAmeanstolivevicariouslythroughothersTheabilitytocritic,andevaluateproductsandservices,3,ContentDevelopment,13,ConsumerGeneratedContent-Growing,65%ofexperiencedInternetusersfinduserreviewsmorehelpfulthaninformationsuppliedbythebrandFifty-sevenPercentOfOnlineU.S.teensorroughly12millionnowcreateorshareonlinecontent,includingblogs,Webpages,andphotos,Comparetojust7percentofadultonlineusershadcreatedblogsSome6millionAmericanshavedownloadedpodcasts-Internetradiobroadcasts-fromtheWebPewInternet&AmericanLifeProject,November,200520%ofthosewhohaveeverlistenedtoapodcastdosoweeklyListentoaverageof6podcastsweekand4hours/monthlisteningtimeStudybyBridgeRatings,November,2005,3,ContentDevelopment,14,Whatareconsumerscreating?,Linksubmissions,reviews,discussionsandnewsgroupsratings,votesandpolls,FAQsBlogs,Web,MobileandVideoPodcastingSpoofsofAdvertising,Products,Media,FilmBrokebackMountain+TopGun=“BrokebackSquadron”ContestEntries-CreateDesigns,Entries,VoteforthebestMyDesigns,MyIdeasMyContent,ReflectiononMeandmyuniverseBloggingasameanstoshapeanddefineidentityBlogsasbrandsforindividualsarecaredandnurturedfor,3,ContentDevelopment,15,AFewWordsontheBlogNation,Theyaredynamic,notpublishedweeklyormonthlylikecorporatewebsitesTheyarepublisheddailyandbloggerspostactivelyonotherblogsmaintainingtheirownbrandandreputationSearchengineslovenewfreshcontentTheywritecontentasconversation,storythatbuilds,engagesNotapush,stuffyPRreleaseapproach,butreal2waydialogue.Fakersaresniffedoutamileaway.,ContentDevelopment,3,16,Doubling,Doubling,Doubling,WeblogsCumulativeMarch2003-June2005,Doubling,18.9MillionWeblogsTrackedDoublinginsizeapprox.every5monthsConsistentdoublingoverthelast36months,17,NewBlogsperDay,AsofOct2005over70,000blogswerecreateddailyAnewweblogiscreatedabouteverysecondRecentSpikespartlyduetoincreaseinChineseBlogs55%ofnewbloggersarestillposting3monthslater13%ofallblogsupdateweekly(ormore)About2%-8%ofnewblogsarespam(redspikes),18,KryptoniteLockControversy,USElectionDay,IndianOceanTsunami,Superbowl,SchiavoDies,NewsweekKoran,DeepthroatRevealed,JusticeOConnorLive8Concerts,LondonBombings,Katrina,DailyPostingVolume,1.2MillionlegitimatePosts/DaySpampostsmarkedinredOnaverage,additional5.8%arespampostsSomespamspikesashighas18%,19,Blue=MainstreamMedia,Red=Blog,Challenge:FightorEmbrace?,20,4.RelevantPull,RSSandothercontentsyndicationmethodsare,andwill,revolutionizethewaycontentisdistributedMicro-targeted,updatedinstantlyOn-demandHighlyspecialized,nicheCompletelyatconsumersdiscretionOpinionatedSitesspringingupthatcombinecustomizableRSSfeeds,“Feedsplicing”Exclusive,VIP(pay?)feedswillbenext,4,ContentDistribution,21,IsitPushOrPull?,No-oneistargeted,consumersarefriends,welcomebackanytime,nottargetedforcampaignsEngagementand“TrueFriendExperienceisKingRSSandEmailAllOptin,pullingpeoplebackExperiencecreatelastingimpression-amIhappyandsatisfied,learnsandapplies,helpfulOnlinedelivershumaninteractiontoeveryone,whereverandwhenever,4,ContentDistribution,22,Peer-2-Peer,Peers&CustomersAREtheNewMarketersTodeliveranewlevelofimmersionofexperiencePuttheconsumerasthedriverandletthembeapartofdeliveringawholenewexperienceGivethemthetoolsandopportunitiestospeakupBethemicrophone,theartboard,thebroadcasterforthemNokiarealizedtheyresellingcustomerexpression,notjustsellingphonesmoblogsalreadysetupfornewcameraphones,5,ContentDistribution,23,Peer-2-Peer,Socialnetworkingandlocationawaredevices,alongwithnewformsofcontentdevelopmentanddistribution,maketheWebanalmostentirelyconsumer-drivenmediumConsumersfarmorelikelytoacceptrecommendationsaboutaproductorservicewhencomingfromapeernetworkvs.acorporationEnableloyalcustomerstosaythethingsasamarketeryouwishyoucould“ThenewBMWM5engineKICKSASSoverAUDI”,5,ContentDistribution,24,Whodoconsumerstrust?,Whodotheyengagewithinconversations?Otherindividualcustomers,friendsandfamily3rdpartyanalystsandexpertsBlogsononlinecommunitiesMaybecustomerserviceviachatCorporationslessandless!Whoandwheredotheyturn?Friendsphone,e-mail,socialmeetingsBlogsandonlinecommunitiesReviewsbythirdpartyanalystsandexpertsLivecustomerservice,5,ContentDistribution,25,FromSearchedto“Tagged”,Almostathirdofblogpostsusetagsoruser-createdcategoriesCurrentlyover25Million,growingatabout400k/daySearchengineportalsbeingchallengedbytaggedcontentportalsCustomersdeterminehowtoclassify,“folksonomy”TrustedlistofvaluedsitesgettaggedforotherstouseCommunitiessharetaggedcontentFlickrphotosTaggingallowsuserstobrowseandsearchinsmallerbutmorerelevantpoolofwebsitesTowardsapost-Googlesystemofrelevancy,TagClouds,6,ContentDistribution,26,27,452Podcastsmatching“dogs”taginthisportal,TagClouds,28,TopicSpecificDigitalBrandProperties,Contextspecificplatformdelivery(i.e.,home,store,city,etc.)Astand-alongcampaignonthewebUsingdigitalmediatolaunchnewproducts&positioningPlace-basedmobileproductinfo./valuedelivery,7,ContentExperience,29,LevelofEngagement,Pasttheconceptof“ClicksandEyeballs”asmeasuresofreachandawarenessTowardsdeeperrelationships,passon,returnvisits,integrationofyourcontentwithusercontentMaynotbeaboutlengthofsession,butqualityofsessionEmotionalmeasures,notsimplystatistical,ContentExperience,8,30,A.YOUTAILORITimmersedinthebrandviarich,engagingcontentandpersonalizationB.YOUCREATEITusergeneratedcontent,editorial,andreviewsC.YOUCONTROLITcontentconsumptionandexperiencewhereandwhenyouwantit(ondemand,).mobile,TiVo,otherD.YOUSHAREITp2pcontentdistributionplatformscreateshighdegreesofinvolvement,trust,andconfidencebrandasaplatformforlikemindstointeract,(vs)brandasthedelivererofthemessageE.YOUHAVEFUNWITHITlearn,play,share,laugh,test,exploreF.YOUBREATHEIT.oncethebrandbelongstoyou,thenbrandpreferenceisthedefault,ContentExperience,8,DimensionsofEngagementinthedigitalworld,31,Whatdoesitbecome?,AnewbreedofconsumerengagementAcategoryeducatorAvisionarycommunicationchannelContentdeliveredthroughexperienceAplacetoberecognized,aplacetoshareandembraceeachotherAdestination,8,ContentExperience,32,Whatdoesitlooklikeagain?,OneRichInteractivePlatformItdoesnotresembleatraditionalwebsite,withscrollingpages,forms,functionsandcontentcombinedHumanTouchandCommunityAConstantandReassuringfeatureEveryinteractionisrememberedandactedon,8,ContentExperience,33,Sensing,AgnosticPlatforms,AutomaticAwarenessContentformattedtoscreen/device/platformTheendofdevicedriversThenewclient-serverrelationshipismobile,ContentExperience,9,34,ConsumerDrivenConversation,Beyond“Stickiness”toarelevantconversationQuantityoftimeonasiteisnotalwaysagoodthing,qualityismoreimportantBethereforyourcustomerwhentheyneedyou,whatdotheywant?Howdoyouknow?Incorporatingtheirideas,listeningtothem,marketingwiththem,ContentExperience,10,35,ImagineHumanConversation,ContentExperience,10,TheinformationthatIneeddeliveredwhenever,however,andwhereverAllinformationhasdimensionofcontextualrelevancewhatIseeandheariswhatIneedIexpecttoberecognizedtoknowmylikesanddislikesNotpushy,invasive,orassumptiveRelationshipasasourceofenjoymentandvalueversustodaysCorporateWebsite,wheretheconsumerhastoworkhardtofindinformationDeliveryandconversationisareflectionofinternalorganizationalstructurefragmentedandsegregated,36,Whatdoesitlooklike?,HumanfacetoacorporateexperienceYourownpersonalguide,welcomebackGuidedtour,justlikevisitingafriendYoureceiveadviceYouaskquestionsYouaretreatedwithrespectLittlebitoffun,tomakeithumanItremembersyou,whatyoudidlastvisitLetsyoushareyourstory,listensandlearnsSocialconnectsyouwithsimilarlikemindedpeople,toshare,learnfrom,feelbelonging,Content