ARC\'s Web2.0 Age

Arc Worldwide Web 2.0: Our Story January, 2006

There’s Already Old School… The Internet has only been around in mass use with a browser for less than 10 years. We’re just getting warmed up. Over that time, we have outgrown many tenets and redefined many more. Hyper-innovation and technology advances drive continued adoption, experimentation, and re-drawing of boundaries, redefinition of what’s possible. Bottom line – we’ve arrived at Web 2.0

We Group These Into Three Domains of Innovation Continually exploring innovation in three domains: Content Development Content Distribution Content Experience Our definition of Web 2.0 flows directly from our perspective on these three basic domains.

It’s About Content A Flow & Relationship Cycle Content Blogs, RSS Feeds Content Development Content Development Content Distribution Mobile Internet Environments Content Experiences Content Experiences Content Experiences Content Experiences Content Experiences From: Marketers Consumers Aggregators

From Content Development Robust Destination Sites Static Content Company Generated Content Content Distribution Targeted Push Brand 2 Consumer Searched Content Experience All Purpose Corporate Site Clicks and Eyeballs Plug-Ins Stickiness To Big Ideas 10

From To Content Development Robust Destination Sites Static Content Company Generated Content Content Distribution Targeted Push Brand 2 Consumer Searched Content Experience All Purpose Corporate Site Clicks and Eyeballs Plug-Ins Stickiness Content Development 1. Distributed Digital Experiences 2. Dynamic Content 3. Consumer Generated Content Content Distribution 4. Relevant Pull 5. Peer 2 Peer 6. Tagged Content Experience 7. Topic-specific Brand Properties 8. Level of Engagement 9. Sensing, Agnostic Platforms 10. Consumer-driven Conversation

Are Consumers Ready for This? … Absolutely Broadband penetration is staggering; it delivers the enhanced experience of Web 2.0 It once took an internet user 5-6 years to become comfortable with buying online. Today it takes 1-2 years High expectations and dissatisfaction with current text nature of internet will grow; “I have to read, work for you to sell to me” Generations growing-up with immersive video and the expression of their opinion as an integral part of their digital lives

1. Distributed Digital Experiences No more build it and they will come to you Mobile, handsets, short-form content manifesting itself in multiple user environments Permission, trust and demand-based delivery My database is with me at all times – it’s an extension of me Sites must evolve from the sole brand destination to “distribution centers” for value to customers 1 Content Development

Today Communication, Digitization driving sharing of everything – and fast! Social Networks, let me find friends, globally, and mobile connects me with them all the time Blogs – people are able to express, become their own journalists, seek an audience with like minded people Many.com websites structured around the organizations for the organizations 90% of websites irrelevant for consumers, they want the 10% that matters to them - delivered at that RIGHT time 1 Content Development

2. Dynamic Content From text to audio to video – to social ‘real world’ content Consumer expectation of freshness and change Consumers slam corporate podcasts that start strong and then sputter out No mercy on iTunes The Mash-up mentality – all digital content is meant to be taken and changed for new purposes, agendas, humor “ Content” is not placed or “ran”, it LIVES. In the form of social communities, environments and groups that function like living organisms Warcraft gamers had their characters stage a “protest” in the virtual world against a rule the users didn’t like 2 Content Development

3. Consumer Generated Content From blogs to music to ringtones to microsites to short-form film and games, consumers control the web and our experiences within it Consumers have found their voices, and they like the way they sound A new generation sees themselves as active participants, not just recipients But what is it really – what are the user benefits? The opportunity to participate actively in a brand A place to indulge their passions, users “co-branding” with you A means to live vicariously through others The ability to critic, and evaluate products and services 3 Content Development

Consumer Generated Content - Growing 65% of experienced Internet users find user reviews more helpful than information supplied by the brand Fifty-seven Percent Of Online U.S. teens–or roughly 12 million–now create or share online content, including blogs, Web pages, and photos, Compare to just 7 percent of adult online users had created blogs Some 6 million Americans have downloaded pod casts -- Internet "radio" broadcasts -- from the Web Pew Internet & American Life Project, November, 2005 20% of those who have ever listened to a podcast do so weekly Listen to average of 6 podcasts week and 4 hours/month listening time Study by Bridge Ratings, November, 2005 3 Content Development

What are consumers creating? Link submissions, reviews , discussions and newsgroups ratings, votes and polls, FAQs Blogs, Web, Mobile and Video Podcasting Spoofs of Advertising, Products, Media, Film Brokeback Mountain + Top Gun = “Brokeback Squadron” Contest Entries - Create Designs, Entries, Vote for the best My Designs, My Ideas My Content, Reflection on Me and my universe Blogging as a means to shape and define identity Blogs as brands for individuals – are cared and nurtured for 3 Content Development

A Few Words on the Blog Nation They are dynamic, not published weekly or monthly like corporate websites They are published daily… and bloggers post actively on other blogs – maintaining their own brand and reputation Search engines love new fresh content They write content as conversation, story that builds, engages Not a push, stuffy PR release approach, but real 2 way dialogue. Fakers are sniffed out a mile away. Content Development 3

Weblogs Cumulative March 2003 - June 2005 Doubling Doubling Doubling Doubling 18.9 Million Weblogs Tracked Doubling in size approx. every 5 months Consistent doubling over the last 36 months

New Blogs per Day As of Oct 2005 over 70,000 blogs were created daily A new weblog is created about every second Recent Spikes partly due to increase in Chinese Blogs 55% of new bloggers are still posting 3 months later 13% of all blogs update weekly (or more) About 2% - 8% of new blogs are spam (red spikes)

Kryptonite Lock Controversy US Election Day Indian Ocean Tsunami Superbowl Schiavo Dies Newsweek Koran Deepthroat Revealed Justice O’Connor Live 8 Concerts London Bombings Katrina Daily Posting Volume 1.2 Million legitimate Posts/Day Spam posts marked in red On average, additional 5.8% are spam posts Some spam spikes as high as 18%

Blue = Mainstream Media Red = Blog Challenge: Fight or Embrace?

4. Relevant Pull RSS and other content syndication methods are, and will, revolutionize the way content is distributed Micro-targeted, updated instantly On-demand Highly specialized, niche Completely at consumer’s discretion Opinionated Sites springing up that combine customizable RSS feeds, “Feed splicing” Exclusive, VIP (pay?) feeds will be next 4 Content Distribution

Is it Push Or Pull? No-one is targeted, consumers are friends, welcome back anytime, not targeted for campaigns Engagement and “True Friend Experience" is King RSS and Email – All Opt in, pulling people back Experience create lasting impression - am I happy and satisfied, learns and applies, helpful Online delivers human interaction to everyone, wherever and whenever 4 Content Distribution

Peer-2-Peer Peers & Customers ARE the New Marketers To deliver a new level of immersion of experience Put the consumer as the driver and let them be a part of delivering a whole new experience Give them the tools and opportunities to speak up Be the microphone, the artboard, the broadcaster for them Nokia realized they’re selling customer expression, not just selling phones – moblogs already set up for new camera phones 5 Content Distribution

Peer-2-Peer Social networking and location aware devices, along with new forms of content development and distribution, make the Web an almost entirely consumer-driven medium Consumers far more likely to accept recommendations about a product or service when coming from a peer network vs. a corporation Enable loyal customers to say the things as a marketer you wish you could – “ The new BMW M5 engine KICKS ASS over AUDI” 5 Content Distribution

Who do consumers trust? Who do they engage with in conversations? Other individual customers, friends and family 3 rd party analysts and experts Blogs on online communities Maybe customer service via chat Corporations – less and less! Who and where do they turn? Friends – phone, e-mail, social meetings Blogs and online communities Reviews by third party analysts and experts Live customer service 5 Content Distribution

From Searched to “Tagged” Almost a third of blog posts use tags or user-created categories Currently over 25 Million, growing at about 400k/day Search engine portals being challenged by tagged content portals Customers determine how to classify, “folksonomy” Trusted list of valued sites get tagged for others to use Communities share tagged content – Flickr photos Tagging allows users to browse and search in smaller – but more relevant – pool of websites Towards a post-Google system of relevancy, Tag Clouds 6 Content Distribution

452 Podcasts matching “ dogs” tag in this portal Tag Clouds

Topic Specific Digital Brand Properties Context specific platform delivery (i.e., home, store, city, etc.) A stand-along campaign on the web Using digital media to launch new products & positioning Place-based mobile product info. / value delivery 7 Content Experience

Level of Engagement Past the concept of “Clicks and Eyeballs” as measures of reach and awareness Towards deeper relationships, pass on, return visits, integration of your content with user content May not be about length of session, but quality of session Emotional measures, not simply statistical Content Experience 8

A. YOU TAILOR IT immersed in the brand via rich, engaging content and personalization B. YOU CREATE IT user‑generated content, editorial, and reviews C. YOU CONTROL IT content consumption and experience where and when you want it (on‑demand, beyond the .com). mobile, TiVo, other D. YOU SHARE IT p2p content distribution platforms creates high degrees of involvement, trust, and confidence brand as a platform for like‑minds to interact, (vs) brand as the deliverer of the message E. YOU HAVE FUN WITH IT learn, play, share, laugh, test, explore F. YOU BREATHE IT... once the brand belongs to you, then brand preference is the default Content Experience 8 Dimensions of Engagement in the digital world

What does it become? A new breed of consumer engagement A category educator A visionary communication channel Content delivered through experience A place to be recognized, a place to share and embrace each other A destination 8 Content Experience

What does it look like again? One Rich Interactive Platform It does not resemble a traditional website, with scrolling pages, forms, functions and content combined Human Touch and Community A Constant and Reassuring feature Every interaction is remembered and acted on 8 Content Experience

Sensing, Agnostic Platforms Automatic Awareness Content formatted to screen / device / platform The end of device drivers The new client-server relationship is mobile Content Experience 9

Consumer Driven Conversation Beyond “Stickiness” to a relevant conversation Quantity of time on a site is not always a good thing, quality is more important Be there for your customer when they need you, what do they want? How do you know? Incorporating their ideas, listening to them, marketing with them Content Experience 10

Imagine Human Conversation Content Experience 10 The information that I need delivered whenever, however, and wherever All information has dimension of contextual relevance – what I see and hear is what I need I expect to be recognized – to know my likes and dislikes Not pushy, invasive, or assumptive Relationship as a source of enjoyment and value … versus today’s Corporate Website, where the consumer has to work hard to find information Delivery and conversation is a reflection of internal organizational structure – fragmented and segregated

What does it look like? Human face to a corporate experience Your own personal guide, welcome back Guided tour, just like visiting a friend You receive advice You ask questions You are treated with respect Little bit of fun, to make it human It remembers you, what you did last visit Lets you share your story, listens and learns Social –connects you with similar like minded people, to share, learn from, feel belonging Content Experience 10

What’s Next for Purina? A strategic platform for digital experience Planning Prototyping / Evaluation Iteration Enterprise launch An infrastructure for rich media and entertainment Build a real pet community Sow seeds and fertilize the ground for consumer feedback Have a plan for what to do with it… Keep your “loyals” happy and feeling involved

Purina is at Web 1.25 (with good momentum) What’s working Innovation mindset and desire – spiritually you’re there Starter distribution network (content feeds) Great resources (i.e. off-line entertainment properties) What must improve Strategic framework for Entertainment content – A Master Plan Customer generated content (Podcast idea in the works) “ Behind the scenes” blogs, “Exclusive” content, not just recycling existing TV. Original entertainment for interactive. Content itself must be RELEVANT… what to re-format? What content to create that’s not there now?

Big Ideas Mobile-based fashion show – consumer submitted “at the park” entries Fashion designers do line for dogs Models + dogs on runway = “Fashion’s gone to the dogs” Co-branding opportunities way outside of the pet care space Mobile phone manufactures and carriers Hospitality and travel brands Redefine the dog show – Sprint Global dog show Continue discussion

ARC\'s Web2.0 Age

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