Web 2.0: Taking back the brand
Part 2
Second part of a series of two articles outlining the challenges presented by collaborative Web technology. To find out more
In our first report, we attempted to illustrate the implications involved in a transition towards collaborative Web technology, prompting a growing number of businesses to ‘reinvent’ themselves. This evolution is even more urgent for a tourism organization dealing with travellers who follow their peer’s opinions when planning their vacations online. It is therefore vital for the communications and advertising effort to successfully influence the content generated by these Internet users who are often anonymous and whose credibility is rarely questioned.
The first attitude to adopt: listen to clients, taking careful note of all that they say about our product. We must implement honest and transparent response mechanisms to criticism, while carefully managing our reputation. Travellers are ready to interact with us, let us take these opportunities to convey favourable information about our product through an open exchange of ideas.
In an effort to support our new strategic marketing orientation, we have undertaken a series of projects so as to reach our clientele through this new method. The Play Montréal podcast and the interactive blog, I found my Montréal, are examples spurring strategic participation favouring not only return users but also the dissemination of rich content. These two initiatives have been supported by a public relations campaign targeting bloggers so as to better identify users who share an interest in Montréal.
Finally, we are presently revamping our web site in its entirety, which will allow us to securely integrate specific collaborative Web applications: personalization, peer-to-peer and the intensification of the Web experience through cutting-edge technology.
The first attitude to adopt: listen to clients, taking careful note of all that they say about our product. We must implement honest and transparent response mechanisms to criticism, while carefully managing our reputation. Travellers are ready to interact with us, let us take these opportunities to convey favourable information about our product through an open exchange of ideas.
In an effort to support our new strategic marketing orientation, we have undertaken a series of projects so as to reach our clientele through this new method. The Play Montréal podcast and the interactive blog, I found my Montréal, are examples spurring strategic participation favouring not only return users but also the dissemination of rich content. These two initiatives have been supported by a public relations campaign targeting bloggers so as to better identify users who share an interest in Montréal.
Finally, we are presently revamping our web site in its entirety, which will allow us to securely integrate specific collaborative Web applications: personalization, peer-to-peer and the intensification of the Web experience through cutting-edge technology.
