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1. Introduction
2. Introduction - Web 2.0
3. Content
4. What is Web 2.0?
5. 3 main questions to consider
6. The Web 2.0 revolution
7. Performance measures - the 4 I's
8. Web 2.0
9. Web 2.0 represents the end of...
10. Marketing in a Web 2.0 environment (1)
11. Marketing in a Web 2.0 environment (2)
12. Example: Sofitel hotel - Dubai
13. Example: Sofitel hotel's website
14. Hotel description - the website
15. The customer experience of the brand
16. The customer experience - reports
17. The customer experience - images
18. Framework model of Web 2.0
19. Web 2.0 applications
20. www.tourism.co.uk
21. Internal and external applications
22. Skittles' use of external applications
23. Skittles: friends section
24. Skittles: chatter section
25. Skittles: products section
26. Web 2.0 characteristics
27. Web 2.0 impact
28. 3 aspects of the Web 2.0 model
29. Business impact
30. Web 2.0 in action: examples
31. Ebbsfleet united take over
32. Ebbsfleet united website
33. MIT open course website
34. Review and recommendation sites (1)
35. Review and recommendation sites (2)
36. reviewcentre.com
37. tripadvisor.com (1)
38. tripadvisor.com (2)
39. Affinia hotels' use of tripadvisor (1)
40. Affinia hotels' use of tripadvisor (2)
41. Affinia hotels' use of tripadvisor (3)
42. Other review sites in the tourism industry
43. The importance of review sites
44. The power of youtube
45. Power of youtube: Blendtec example
46. Blendtec's youtube channel
47. Don't mess with the buffalos video (1)
48. Don't mess with the buffalos video (2)
49. ROI to Kruger national park
50. Twitter
51. Tourism 2.0 Twitter page
52. Mashable Twitter page
53. Social networking sites
54. Social network sites: facebook and myspace
55. Professional network sites: Linkedin (1)
56. Professional network sites: Linkedin (2)
57. Tourism 2.0 site (1)
58. Tourism 2.0 site (2)
59. Tourism 2.0 site (3)
60. Tourism 2.0 site (4)
61. Tourism 2.0 site (5)
62. Tourism 2.0 online survey regarding site content
63. Sports marketing 2.0
64. "Football is nothing without the fans"
65. Football and Web 2.0 - marriage made in heaven
66. Progress made
67. Chelseafc.com
68. Chelseafc.com - the Shed section (1)
69. Chelseafc.com - the Shed section (2)
70. The Shed - blogs
71. The Shed - image gallery
72. The Shed - fan polls
73. The Shed - pick the team
74. The Shed - rumour mill
75. The Shed - give and go
76. The Shed - youtube
77. The Shed - fan sites
78. The Shed - feedback
79. Web 2.0 business opportunities
80. Web 2.0 applications and opportunities
81. Business benefits
82. "Getting there" - developing a response
83. Strategy development
84. Ten key questions (1)
85. Ten key questions (2)
86. Ten key questions (3)
87. Social media strategy development
88. Balanced scorecard
89. The balanced scorecard: benefits
90. Balanced scorecard: five questions
91. Balanced scorecard strategy map (1)
92. Balanced scorecard strategy map (2)
93. Web 2.0 strategy: obstacles and barriers
94. Thank you

Topics Covered

• What is Web 2.0?
• Performance measures
• The customer experience of the brand
• Applications of Web 2.0
• Internal and external use
• Business impact
• Web 2.0 in action
• Review and recommendation sites
• Building contacts and finding customers and partners
• Social network sites
• Sports marketing 2.0
• Business opportunities and benefits
• Strategy development
• Balanced scorecard 2.0 strategy map
• Obstacles and barriers

Links

Series:

• Digital Marketing Best Practice

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on February 25, 2010
• Archived on April 12, 2022