Emeric Ernoult, Affinitiz.com
Web 2.0 for business, Hype or Opportunity
Ofcourse Opportunity, Web 2.0 is everywhere.
The 2 main concepts: Content and Socializing
Business still don’t get it, it is still a mystery how to use web 2.0. Therefor some examples how to use is as the new marketing/communication channel.
Basics in internet:
presence and audience
The recipe on 2.0:
- make clear why should people socialize or make content under your brandname
- provide tools for your audience
- show audience the way how to moderate or animate their space
Than make your goals clear, value them and make sure you get there!
E.g. French Lawyers
wanted to increase visibility on the web, benefit from better image (modern, not old school), being present to people with legal questions (Google)
Here is the result of this 2.0 thinking for the French Lawyers
Applying the recipe by:
bringing value to individuals
providing user-friendly blogging tool
the right animation / moderation
ROI in this case after 8 months:
850 lawyer’s blogs
10K legal articles
20K comments
and counting
75% of traffic is via Google :)the cost per visitor was brought down to 0,07 Euro per visitor, where it was 1 Euro per visitor with bannercampaings.
The goals were:
more visibility for legal profession
Bring back banner costs
Interesting case, Well done! Thank you!
