Building a Brand Online with Web2.0 Identity

1.0 Tools, media and technology © 2008 Bates141 Brochureware dot.com About Us TV SPAM Directories Radio Pop-ups Contact Us Flash Animations Press SPAM What’s New! eMail Blinking Banners PORN Dial-up Telemarketing dot.gone What’s Hot SPAM SPAM SPAM SPAM links e-this i-that SPAM SPAM portals vortals hortals spyware adware DM SPAM SPAM WEB

Web 1.0 Branding Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],© 2008 Bates141

2.0 Tools, media and technology © 2008 Bates141 user-generated wireless Social networks iPTV WIKI blogs playlists mash-ups AI integration POS AJAX AdWords GPS targeted banners VOiP Broadband call centres file-sharing RSS WiFi 3G search QR-codes bluecast API rich media mobile web services video virtual worlds eCRM widgets games tags POD DVR Podcasts

Web 2.0 Branding Checklist © 2008 Bates141 Web 1.0 Web 2.0 ,[object Object],[object Object],[object Object],Interactive and Rich Media display ads ,[object Object],[object Object],[object Object],[object Object],An animated flash intro ,[object Object],FAQs ,[object Object],“ What’s new” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Study: How Coke has stayed current ,[object Object],[object Object]

Spreading the ‘Coke Side of Life’ ,[object Object],[object Object],[object Object],[object Object],[object Object],Launching a new brand position virally

Immersing consumers in a branded space ,[object Object],[object Object],The new world of Coca-Cola, Atlanta

Immersing consumers in a branded space ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The New World of Coca-Cola, Atlanta

Taking Coca-Cola into the community & beyond ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Branded Art exhibition

Reaching new & specific audiences by association ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Coca-Cola and Glam It

Gaining new health credentials ,[object Object],[object Object],[object Object],[object Object],[object Object],Reaching untapped audiences by association: Coca-Cola and the ACMS

Being seen to be Green ,[object Object],[object Object],[object Object],[object Object],Turning bottles into T-Shirts

Becoming relevant to the illusive male youth audience ,[object Object],[object Object],[object Object],[object Object],[object Object],Branded music

Becoming relevant to the illusive male youth audience ,[object Object],[object Object],[object Object],Gaming association

Becoming relevant to the illusive male youth audience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Branded music and music by association

Starting a two-way conversation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],User Generated Content

Activating their Euro 2008 sponsorship ,[object Object],[object Object],[object Object],[object Object],[object Object],Interactive Instant Messaging applications

Joining the social-network revolution ,[object Object],[object Object],[object Object],Facebook applications

Joining the social-network revolution ,[object Object],[object Object],[object Object],[object Object],[object Object],Creating an online fanbase

Being open and honest ,[object Object],[object Object],[object Object],A Corporate blog

Getting people talking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A phony lawsuit to launch Coke Zero virally

Getting it wrong ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Coke Zero Australia Launch. A big fat zero

The “Zero Movement” Manifesto What if you could have more zero in your life? Zero hassles. Zero Stress. Zero fights. Zero worries. Zero limits. Zero consequences. Zero parking fines. Zero demands. Zero unhappiness. Zero deadlines. Why don’t relationships come with a gap year? How many ad agencies does it take to patronize a demographic? Why can’t every weekend be long? Why can’t bosses come with a mute button?

“ We’re gonna take it to the streets!”

“ We’re gonna take it to the blogosphere!”

“ I’m gonna pretend I’m something I’m not!” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results: ,[object Object],[object Object]

Results ,[object Object],[object Object]

Results ,[object Object],[object Object],[object Object],[object Object],[object Object]

What went wrong? ,[object Object],[object Object],[object Object]

Diet Coke: Mental about Mentos ,[object Object],[object Object],[object Object],[object Object],[object Object]

What can we learn from Coca-Cola? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Building a Brand Online with Web2.0 Identity

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