Monetizing Web 2.0

Continuous refrain heard in the Web 2.0 echo chamber – but how is anyone going to make money (@amandachapel) off of this? Below is a case study that incorporates Web 2.0 tools in every phase of the project. Listening to what people say online, using that to inform and execute the campaign, and then measuring results by observing changes in brand advocacy – which are a leading indicator of changes in sales.

Here you go:

  1. Listen and learn.

    “Mini USA, the American branch of BMW’s Mini Cooper line, tracks everything being said about its brand everywhere on line — in blogs, discussion groups, forums, MySpace pages and much more — then uses what it learns to guide advertising campaigns.”

    From Knowledge@Wharton article title “Not a Site but a Concept”: Tapping the Power of Social Networking

  2. Use Learning to Inform & execute

    Use what you learn by listening to inform what you do next. Devise your campaign to connect with what your target is passionate about rather than just making up a story and pushing it at them with $$$. (We learn what people are passionate about by listening.) Here is the slideshow from BSSP’s work with MotiveQuest to develop the campaign with what we learned about the community by listening:

    BSSP/MQ Mini Case Study

  3. Measure the results

    We measured changes in brand advocacy over time (using Online Promoter ScoreTM) resulting from the BSSP campaign for Mini and tied the changes in advocacy to sales. Learn è Execute è Measure.

    Measuring Brand Advocacy

So there it is a solid ROI case for Web 2.0 tools and techniques.

Discuss.

TO’B

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58 Responses to Monetizing Web 2.0

  1. Nice. Isn’t it funny that businesses don’t do their little ROI analysis on bloated CEO compensation, business cards, new carpet, private jets, etc.? ROI is not always relevant on Social Networking.

    It’s often ROT: Return on Time.

    Most SMM is free, but takes tons of time to do it right.

    http://twitter.com/vaspersthegrate

  2. Frank says:

    Thanks for this beautiful Posting On social networking!
    It was very nice to see this great article talking about Community!

  3. […] Mini USA.  Brand monitoring: MotiveQuest project.25 […]

  4. […] Mini USA. Brand monitoring: MotiveQuest project. […]

  5. […] Mini USA.  Brand monitoring: MotiveQuest project.25 […]

  6. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  7. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, […]

  8. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  9. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  10. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  11. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  12. […] & Johnson, Delta Air Lines)2. Bookmarking/Tagging (Adobe, Kodak)3. Brand monitoring (Dell, MINI)4. Content aggregation (Alltop, EMC)5. Crowdsourcing/Voting (Oracle, Starbucks)6. Discussion boards […]

  13. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  14. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  15. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  16. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  17. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  18. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  19. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Agrégation de contenu (Alltop, EMC) 5. Crowdsourcing/Vote (Oracle, Starbucks) 6. Discussion […]

  20. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  21. Resource says:

    […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  22. […] In his article, ‘The 22 Step Social Media Marketing Plan‘, Peter Kim cites Dell and MINI as two examples of companies who are effectively using brand monitoring. Before we look at their […]

  23. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  24. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  25. […] Mini USA.  Brand monitoring: MotiveQuest project.25 […]

  26. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  27. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  28. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  29. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  30. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  31. […] Mini USA.  Brand monitoring: MotiveQuest project. […]

  32. […] Mini USA.  Brand monitoring: MotiveQuest project.25 […]

  33. […] Mini USA.  Brand monitoring: MotiveQuest project.25 […]

  34. […] Mini USA.  Brand monitoring: MotiveQuest project.25 […]

  35. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  36. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  37. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe(), Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  38. […] Delta Air Lines) 2. Bookmarking/Tagging (Adobe (adobe AIR), Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, […]

  39. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  40. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  41. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe (), Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  42. Craig says:

    Nice post. Thanks for referencing the tools used to execute this strategy.

    @cdstern

  43. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe (), Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  44. […] Mini USA.  Brand monitoring: MotiveQuest project.25 […]

  45. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe (), Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  46. pelle…

    Monetizing Web 2.0 « A Human Voice…

  47. […] & Johnson, Delta Air Lines) 2. Bookmarking/Tagging (Adobe, Kodak) 3. Brand monitoring (Dell, MINI) 4. Content aggregation (Alltop, EMC) 5. Crowdsourcing/Voting (Oracle, Starbucks) 6. Discussion […]

  48. Very good, thanks for sharing! These tips are all still very much relevant, especially “Listen and Learn.” Technology is constantly changing, as is buyer behavior.

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