Managing beyond Web 2.0 - McKinsey Quarterly - Business Technology - Strategy

Paul Gillin's personal annotations on this page

Pgillin bookmarked on 2009-08-04 daily_reading marketing socialnetworking

What happens when consumers' shared experiences are more interesting than anything your marketing department can provide? Marketers have to learn the tools of interaction in order to survive.

What will happen when these consumer experiences are much more interesting than anything your marketers have put up on the Web?
Smirnoff used the viral-video marketing vehicle Tea Partay to promote its Raw Tea product. The campaign was a hit on YouTube.
Remember, though, that there really aren’t any best practices or established business models yet. For now, companies just need to get some experience—and quickly.
Consider the way GlaxoSmithKline handled the growing consumer confusion and concern surrounding the side effects of its mass-market over-the-counter weight-loss drug Alli. The company confronted the problem directly by setting up the My Alli community site, which includes active forums, videos, FAQs, a membership plan to aid weight loss, interactive diet tools, information on diet and support groups, cobranding, links to partners (eDiets for home meals, links to Alli retailers), and a sweepstakes tie-in to TV and print advertising campaigns. This approach allows the company to address consumers in a direct, nonthreatening way and to use basic Web 2.0 features that wrap these messages in a warm and supportive experience.

This link has been bookmarked by 13 people . It was first bookmarked on 17 Jul 2009, by Blaise Vignon.

09 Oct 09

Alexander Vieß
04 Aug 09

Paul Gillin
What happens when consumers' shared experiences are more interesting than anything your marketing department can provide? Marketers have to learn the tools of interaction in order to survive.

daily_reading marketing socialnetworking
- What will happen when these consumer experiences are much more interesting than anything your marketers have put up on the Web?
- Smirnoff used the viral-video marketing vehicle Tea Partay to promote its Raw Tea product. The campaign was a hit on YouTube.
- 2 more annotations...
- - Remember, though, that there really aren’t any best practices or established business models yet. For now, companies just need to get some experience—and quickly.
  - Consider the way GlaxoSmithKline handled the growing consumer confusion and concern surrounding the side effects of its mass-market over-the-counter weight-loss drug Alli. The company confronted the problem directly by setting up the My Alli community site, which includes active forums, videos, FAQs, a membership plan to aid weight loss, interactive diet tools, information on diet and support groups, cobranding, links to partners (eDiets for home meals, links to Alli retailers), and a sweepstakes tie-in to TV and print advertising campaigns. This approach allows the company to address consumers in a direct, nonthreatening way and to use basic Web 2.0 features that wrap these messages in a warm and supportive experience.
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- It’s hardly news that the Internet has evolved into the
  primary vehicle for communication, information, and commerce. But in a
  surprising twist, today’s online customers—as both producers and consumers of
  their own content and services—ferociously guard their online experiences. This
  trend, which goes far beyond Web buzz, is catching some executives by surprise
  and making others more than a bit worried.