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Web 2.0 and Brand: Theory and Practice.

Web 2.0 and Brand: Theory and Practice. A brand-led approach to the use of web2.0 technologies in university’s web presence. Dean Russell and James Souttar, Precedent Communications 22 July 2008. Choosing our web2.0 technologies. The cloud. Our audiences and their relationship with us.

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Web 2.0 and Brand: Theory and Practice.

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  1. Web 2.0 and Brand: Theory and Practice. A brand-led approach to the use of web2.0 technologies in university’s web presence. Dean Russell and James Souttar, Precedent Communications 22 July 2008

  2. Choosing our web2.0 technologies.

  3. The cloud

  4. Our audiences and their relationship with us.

  5. brand intimacy

  6. brand engagement

  7. Intimacy of relationship with brand Level of engagement with brand the SAFE matrix

  8. the SAFE matrix High Intimacy of relationship with brand Low Level of engagement with brand Low High

  9. the SAFE matrix The adoption of a particular technology should be assessed by the benefits this provides to the organisation & brand communication based on each communication type, as outlined below. improved learning increased efficiency deeper understanding greater reach

  10. the SAFE matrix By assessing a technology based upon its communication purpose, it is possible to place it within the SAFE matrix framework usually falling under a single quartile. Online learning Email Second life Banner ad

  11. High Intimacy of relationship with brand Website Low Level of engagement with brand Low High

  12. Selecting and comparing technologies.

  13. CSF model for ‘Sensory’

  14. CSF model for ‘Awareness’

  15. CSF model for ‘Functional’

  16. CSF model for ‘Educational’

  17. CSF model for ‘Sensory’

  18. Demonstrating our difference.

  19. Evaluating the impact on our brand. Implementation and measurement.

  20. Buzz monitoring tool

  21. Brand launch blog statistics • Total Views: 25,372 • Best Day Ever: 8,089 — Monday, February 4, 2008: launch day • Comments: 435

  22. The future?

  23. Mobile technologies

  24. New technologies

  25. The brand ‘experience’ will become more important than the brand ‘message’ The future?

  26. Feedback, comments, queries or questions. Dean Russell & James Souttar Email: dean.russell@precedent.co.uk Tel: +44 (0)20 7426 8900 www.precedent.co.uk

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