Week 2 – How Web 2.0 Has Transformed The Web

12 02 2011

Web 2.0 has transformed what we used to know as the internet into something quite special. It would be frightening to think how we would be living our lives now if we were without it. I couldn’t imagine the procedure of logging into Facebook not being included in my daily routine. Could you?  Since web 2.0 was introduced, the internet has been viewed as the hub of interactivity and conversation.  A whole world of opportunities was opened, allowing individuals, groups, businesses; you name it, to become closer connected than ever.

From a business’s perspective this must have been a dream come true! Networking being a main key to success, Web 2.0 allowed businesses to do just that but on a whole new level, Facebook being a prime example. Businesses can now search and find new business suppliers or potential partners at the click of the button. As well as this, meeting consumer needs has become a whole lot easier with social media allowing efficient communication; businesses are able to co-produce products with the consumer from their keyboard.

However, with the blogosphere getting bigger as we speak, developing relational marketing has never been so important. Seeing the benefit of being able to share a view with someone who they see as on the same level of thinking, bloggers are writing reviews and expressing opinions left, right and centre.

Relationship marketing is important for businesses to develop strong relationships with customers so there is trust between them both, meaning negative PR is likely to have less of an impact on the business relationship.

A company who have developed effective relationship marketing is 02, by creating 02 surprises. Pay as you go customers receive a text after topping up featuring a code. Customers then visit the 02 website and interact by entering their code and then playing a game to win a reward ranging from a few free texts to 50% of calls (02 2011).



Week 1

8 02 2011

Dell began making use of social media in 2006 when they were faced with the issue of dealing with negative publicity. In late 2005, Jeff Jarvis, founder of the blog ‘Buzzmachine.com’, posted a public message to Michael Dell expressing his unhappiness of the customer service he received by Dell. The blog post was launched on ‘Buzzmachine.com’, receiving 5000 visitors a day at the time which caused the bad publicity of Dell to spread across rapidly across the internet.

By July 2006, Dell had acted upon the issue by launching multiple blogs to reach and communicate with its unsatisfied customers which proved a success. Indentifying the strengths of using social media such as blogging, Dell chose to enhance its involvement with such communication channels. For example, Ideastorm was launched by Dell in February 2007, featured as part of Dell is website, to allow direct communication with customers by offering the public the opportunity to suggest ideas for product and service improvements.

I feel the concept of Ideastorm is very effective as it satisfies both Dell and the public. From the public is perspective, Ideastorm is favourable as it provides them with assurance that they are valued by Dell because the posts submitted are taken into consideration and feedback is given.  On the other hand, Dell values Ideastorm during product development as it allows for co-creation of products by communicating closely with end users to identify specific consumer ideas and needs.

Dell’s use of social media from a Business-to-Business perspective

In terms of Business-to-Business, Dell makes use of multiple social media channels including numerous blogs to cater for business customer interests for channel partners and small businesses.

For consumers that consider themselves Digital Nomads, a community website was created allowing communication between Dell and its potential business consumers.

Additionally to communicate its environmental ethics, Dell formed regeneration.org to express their consideration towards sustainability and promote their organisation as an ethical organisation to conduct business with.

Dell began communicating with IT professionals and small business personnel through social media when they formed Dell Tech centre, a community website of IT Professionals looking for solutions to their technical issues.

As well, to connect with its B2B customers, StudioDell is used, a site providing up-to-date news and technical tip videos as well as allowing users to upload their own videos, offer comments and ask questions.

2 02 2011