Archive

Posts Tagged ‘web 2.0’

Ways companies have gained consumer attention with web 2.0 tools [and competitions]

September 29, 2010 Leave a comment

Ebay – mobile shopping

Ebay lately released a competition to push some of its consumers to start using mobile devices to make purchases. They used web 2.0 technologies such as twitter and facebook as well as their website to advertise this competition. [1]

Users were asked to register their interest on a Wednesday (with a limited space of 5,000 registrations), then on the following Friday make a purchase between midday and 1pm. They would then be refunded 50% (up to $50) of the purchase. [1]

A recent study done by AT&T found that 15% of consumers already use their mobile devices for online shopping. However the study also found that this number does not look to be increasing anytime soon due to worries many consumers have with security and frustrations with small screen sizes. [2]

With this in mind you think that the response to this competition would be limited, but it seems not! The 5,000 spots filled within 3 hours, even with major server issues. Now the question on everyone’s mind (well at least mine anyway) is “how many of those followed through with the purchase?”.  [3]

A recent study has seen their mobile sales increase dramatically earlier this year with over 100% more sales on mobile devices, I find this interesting considering the results from AT&T. This number ‘should’ increase even more with the huge interest in this competition. [4]

Air New Zealand – More choice

Another company that has recently caught my attention while ‘facebooking’ is Air New Zealand with their new choice campaign. The campaign was to make people aware of their new fight options. With these options you can now simply book a seat, a seat and baggage, with or without a meal and with or without entertainment. They see this similar to purchasing an ice cream, so they have used “Flight Parlour” as their theme. [5]

Using facebook as the means of communication to its consumers, they were giving away 50 $1 tickets in selected Australian capital cities. To get your hands on a ticket you had to watch their facebook feed to be alerted of a code word and the location of their van which was selling ice cream (with plenty of choice of flavours and toppings). Once there, you purchase an ice cream and tell them the code word and if you were one of the first 50 to do so you got $1 return flights to New Zealand. [5]

Not only did this draw a massive crowd around the van in each city, but the company now also has over 11,000 ‘likes’. The have also made 200 people happy who will be talking about it for a long time. Best of all it has now achieved its goal in creating awareness of their new flight options. [5]

Conclusion

Both of the above examples of ways companies have used web 2.0 tools to gain their consumers attention has worked extremely well. Both have had a massive response which I’m sure has increased their sales significantly. Now that they have a large number of people following and “liking” their profiles, it will be interesting to see what they will do next. It is a huge asset to have direct communication to their consumers so I would not be surprised if we see some more advertisements coming our way.

[1] http://pages2.ebay.com.au/happyhour

[2] http://www.mobilecommercedaily.com/15pc-of-consumers-have-made-purchase-with-mobile-device-study/

[3] http://twitter.com/eBayAU

[4] http://www.lifehacker.com.au/2010/09/ebay-sees-doubling-of-sales-via-mobile-phones/

[5] http://www.facebook.com/AirNewZealand.Australia

What businesses and employees really think about wikis

September 18, 2010 1 comment

Enterprise Wikis

Following my previous blog, I personally think Wikipedia is a favourable starting source for quick facts or a starting point for research. So, with this in mind I have had a look at wikipedia’s definition of an Enterprise Wiki. It states that it is a Wiki commonly used within a business to enhance knowledge sharing. It also points out that in some cases it has completely replaced a businesses content management system and is also used for project management and marketing to is consumers. [1]

A great example of a company using a Wiki for project management is Pixar. When filming one of their popular movies, Wall-e, they used a Wiki to manage the whole project. Obviously it worked extremely well, as the movie was very successful. [2]

When it was decided that Pixar would implement they found themselves in a situation that many businesses find themselves in this days. The employees had already started to use Wikis for their daily tasks. [2]

Many [out of touch] managers believe that employees would be resistant to the change when implementing an enterprise Wiki. However, as many of them find out very quickly, the employees are fair from that, and would happily see it implemented.

In 2008 ChangeWave Research reported that only 24% of companies are using web 2.0 applications within their companies and another 8% were planning to use them in 2009. 20% of these companies saw Wikis as beneficial tools to their company. A total of 39% of the companies reported they their organisation is very or somewhat willing to use web 2.0 tools. [3]

I find these to be very interesting facts. I am wondering how many of the respondents actually asked their employees these questions. In many cases they may actually find that the employees are using these tools anyway, if the business likes it or not. [4]

Personal experience with Wikis

My personal experience with Wikis has overall been fairly positive. I use to help maintain the Wiki for a game I use to play and found it a fantastic source of information.

When I first started I found it a little confusing when trying to edit it. This is because I am used to programming in HTML and PHP, and found the syntax in Wikis extremely different. However once you get the hang of it, I believe it is fairly intuitive and easy to use.

[1] http://en.wikipedia.org/wiki/Enterprise_wiki

[2] http://www.ikiw.org/2008/01/08/7-effective-wiki-uses-and-the-companies-that-benefit-from-them/

[3] http://www.zdnet.com/blog/itfacts/20-of-companies-use-wikis/13597

[4] http://www.zdnet.com/blog/hinchcliffe/the-state-of-enterprise-20/143

Categories: Enterprise 2.0 Tags: , , ,