Using Web 2.0 to penetrate foreign (emerging) markets

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