I. What is Web 2.0?
- content generation
- public dreaven
II. Web Marketing 2.0
- buzz / viral marketing - e-mailing, video
- e-reputation of a brand - influention marketing / blogs, communities
- hypertargeting / behaviour marketing
- CRM / tests / loyalty
- limits and riscs
- networks effects (positifs and negatifs)
III. Integrating Web 2.0 in a foreign market penetration project
- use web 2.0 to make the marketing plan
- to know prospects, possible partners, to recrut staff
- to do better targetting ("segmentation") - to loanch a product - to extend the e-reputation of the brand in the new market
- to create specific image to the new market
- to have a feed-back and adapt to the local reality
- to create loyalty (CRM)
- to develop products (R&D)
IV. Cost and ROI
- how much does it cost
- how to mesure the ROI
V. Lobbying 2.0 Two formulas:
Create a local community / Interact with local blogs and social medias sphere
- creating a participative web site - influant bloggers
+ extra - Internet events (sponsoring)
VI. Database management
V. CRM, informationwear, 'Perpetual BETA'
VII. Case studies
- Bulgaria / India - 'new technologies sensitive' layer of population is important as a target
- using web 2.0 to get a concurentional advantage in an emerging markets (the surprise effect of being the first)
- interacting with local social media
- Some exemples from Central and Eastern Europe (Slovakia, Russia)
- American companies using web 2.0 to reach emerging markets
VIII. Using web 2.0 to be reactive and proactive in a foreign market. Preparing to web 3.0
