So is internet necessary for web2.0? Not Really! Web2.0 is not online-dependent.
An interesting parallel is that of mashups. The benefit they offered to users was an integrated experience of viewing things/contents from different sources on the same page – without having to go to multiple sites.
Extending the same idea to offline – read an interesting article on Bnet - Yum Brands, the global fast-food restaurant operator. Interestingly they adopted the similar concept in 1995. Yum began with multibranded units — restaurants that offer two different fast food brands under the one roof.
Such Mashup restaurants/Co-located restaurants offer customers more food choices, which is especially convenient for families.
The core concepts of web2.0, namely, collaboration, syndication (distribution), mashup/aggregation (mix n match) and personalization can be adopted by offline business to give them a winning edge!
Labels: mashups, online to offline, web2.0
This has definitely been a smart move by Google. It clearly showcases focus on Programmers and a step towards building developer ecosystem with APIs since as compared with Microsoft's developer community, Google's community still has long way to go.
Labels: Blogs, Social networking
Labels: mobile, mobile applications, social media, Social networking
Unlike Edelman Public Relations, who has been caught twice in unethical and fake Wal-Mart blog (flog) scandals and has been accused of bribing bloggers to write favorable reviews of Microsoft's new
A good example of responding to customers is of Dell Blog - direct2dell.com, though they too took a long time to respond to criticisms and Bloggers. "No comment" is no answer for corporations that have a responsibility to shareholders, clients and consumers.
Even when Jeff Jarvis started blogging about being in "Dell Hell" because of problems with a Dell laptop, the company did not take any action. Eventually, when mainstream media and Wall Street took note of Dell's problems, which led to financial losses, Dell finally agreed to address customer service issues.
Labels: Bloggers, Brand association, Corporate Blog, online advertising, online marketing, Online PR
For the launch of their new hatchback model, the Auris, Toyota Hellas carried out a digital campaign to actively engage consumers with the brand and to generate leads for "test-drive" requests.
To create a buzz Blogger community was involved and was invited to test-drive the car for a week. Their finding from respective blogs were collected into a central blog, at http://www.aurisblog.gr.
A banner campaign was also run inviting general public to request a test-drive, which could also win them a 4-star hotel weekend in
The Auris Blog campaign lasted for 10 weeks. There were 85 requests from Greek Bloggers and the car was given to 15 of them. The campaign highlights were:
· 55 different posts, most of them with photos and videos. (A digital camera was given as a gift to the bloggers).
· 175 comments to the posts.
· More than 52,000 visits by 41,000 unique visitors to the Auris Blog.
· Overall response rate of the banner campaign was at 4.75%.
· 2,000 test-drive requests were submitted from this campaign, accounting for 50% of the total test-drive requests received through all channels (phone, in-store, events or promotions).
In January 2006, IAMAI had taken views of few online experts on high usage of Internet as a marketing tool by carmakers - http://www.iamai.in/section.php3?secid=21&press_id=794&mon=1
Labels: Bloggers, Blogs, online marketing
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