Web 2.0: Engaging Customer Passion

Wh i t e paper


Web 2.0
Engaging customer passion



Summary The communication channels available through social networking, blogs, customer communities and online interactive environments have given rise to remarkable levels of user involvement and user-generated content. This has resulted in a new Web economy, where content is transformed into passionate customer activity rather than passive browsing behavior.
The real use of any tool lies within your integrated communication plan and your overall marketing mix, not just your internet presence. As such, to choose your tools wisely and thereby your investments, you need to approach your plan using the same logic and careful planning that you use for any type of communication.
This paper examines the ways in which organizations can tap into Web 2.0 interaction as part of the marketing strategy and tactics to create customer engagement by matching your visitors' passion and to figure out the "best fit" for the new opportunities that present themselves.
The key to choosing the best tools to engage your online audience lies in knowing your audience. Participation should be spontaneous and emerge out the value-added that your customers and prospects identify by the type of online interaction you provide.
By selecting the right tools for your particular product, brand or campaign, your organization can fulfill the desire and expectations that customers now have for interaction. In doing so, you can address online visitors in each phase of their buying cycle including awareness, interest, desire, action and satisfaction.

Web 2.0 ii © SDL 2010
Table of contents
1  Introduction 
2  Setting the stage 
2.1  Social Web ................................................................................................................................................. 3 
2.2  Business context ........................................................................................................................................ 4 
3  Adding value 
3.1  The value of community ............................................................................................................................. 5 
3.2  The value of personal stories ..................................................................................................................... 6 
3.3  The value of collective knowledge ............................................................................................................. 8 
3.4  The value of a personal voice .................................................................................................................... 9 
4  Putting Web 2.0 to work 
4.1  Defining your projects .............................................................................................................................. 11 
4.2  Selecting your Web 2.0 marketing mix ..................................................................................................... 12 
4.3  In conclusion ............................................................................................................................................ 18 
5  About SDL 

Web 2.0 iii © SDL 2010
1 Introduction
No doubt, you have heard contradictory messages about Web 2.0 and its role within
your organization. These stories can vary from, "it's the best thing that ever happened
and it will transform your organization," to "it's just hype, don't get carried away."
The key is to differentiate between the hype and the potential. Your involvement in
interactive and participatory options on the Web should be based on your business
objectives, overall communication plan and marketing strategy, rather than on the
tools themselves. These business objectives can range from sharing knowledge
inside your organization or streamlining ad-hoc collaboration processes to getting
customer input on product development or viral marketing campaigns. However, in the
stories surrounding Web 2.0, different business objectives and technologies are... [download for more]