web 2.0, an added value - bprca, second junior account staff training

22 april 2009

Web 2.0 – An added value

Dieter Van Eschpr consultant

• Since 1975• 70 employees• 360° communications agency

– RCA brands– RCA pr– RCA online– RCA public– RCA hr

RCA group

Web 1.0

Web 1.0 versus web 2.0

Facts & Figures

2.000.000.000Search terms a day on Google

Facts & Figures

346.000.000People who read blogs

Facts & Figures

2.000.000Belgians on social networks

Facts & Figures

5Facebook is the fifth-largest country In the world

2.0 in practice

http://www.youtube.com/watch?v=r4kWr1_LJWY

http://www.youtube.com/watch?v=4KGi9anOt4A

http://www.youtube.com/watch?v=jXLeYp2NMg4

Consumer & YouTube

Company & YouTube

http://www.youtube.com/watch?v=ZR0U1nyQlD0

Consumer & Facebook

Company & Facebook

Company & Netlog

Consumer & Linkedin

Company & Linkedin

Consumer & blogs

Company & blogs

Company & blogs

http://www.youtube.com/watch?v=FZ1st1Vw2kY

78%

Of all people have the most trust in brand advocacy from

« someone like me»

Communication 2.0

Vergelijk.be

Resto.be

Frietfindr.be

Zoover.be

Case: Brabantia

Brabantia, solid company – solidblog.be

Cases - Brabantia

Cases - Brabantia

Cases - Brabantia

Cases - Brabantia

• Return on investment– On- and offline press– Brand & relationship building– Traffic to website– SEO (Search Engine Optimalisation)– UGC (User Generated Content)– Word-of-mouth & word-of-mouse– …

Websites 2.0

• How is your website communicating today? – What are the objectives of your website?– What does your target group expect from your

website?– Is your current website 2.0? Are you listening

and engaged in a dialogue already?– Is your company ready for 2.0?

Communication 2.0?First step > Analyze

• What do you want to communicate as a company and why?

• How are you doing that today?

Communication 2.0?Second stap > Listen

• What are people saying about your brand?

• What do they want to know about your company / products?

Communication 2.0?Third step > Engage and participate

– Redefine marketing budgets– Start listening to consumers and

speak with them. Not at them. – Create a dialogue– Reinvent your brand

Conclusion

• The internet is here to stay• Google has an excellent memory• Digital natives love social media• Digital immigrants are starting to

love social media• Start loving social media yourselves!

Conclusion

Advice & Innovation

Input & feedback

Ideas & Insights

Web 2.0 – An added value

RCA group –dieter@rca.be