How organisations can harness the power of Web 2.0?

Lessons learnt in creating SlideShare How organisations can harness the power of Web 2.0 NASSCOM, 14 th March’ 08, New Delhi

Presentation Flow

Quick background - SlideShare

Web 2.0 - its genesis

Global Web 2.0 Trends & Business Models

Early trends in Indian Web 2.0

Should organisations care about Web 2.0?

Harnessing Web 2.0 for business goals

What is Enterprise 2.0?

Presentation Credits

Co-founder, SlideShare (www.slideshare.net)

My Indian Web 2.0 blog : Webyantra ( www.webyantra.net )

My hangouts: BarCamp, MobileMonday etc

Techie turned marketer turned entrepreneur

Who am I ?

The world’s largest community for sharing presentations on the web

Launched Oct’ 06

New Delhi & U.S. based startup

Global users: > 60 languages, >100 countries

What is SlideShare?

Global social sharing site for photos for video for presentations

Cartoons Paintings Humor Love Songs Talk slides Images of women Sermons Standalone presentations Activism Lesson plans Movie reviews Mother’s day cards What people use SlideShare for?

Web 2.0 & it’s genesis

Web 2.0 – the buzzword … ..Web 2.0 is like pornography…difficult to describe, but you know it when you see it.. … .Web 2.0 is like the lyrics of a Pink Floyd number, it means different things to different people, depending upon the state of your mind…..

Web 1.0 was Commerce

Web 2.0 is People

- Ross Mayfield

(CEO, SocialText)

Web 0.0 was Technology

Web 1.0 was Commerce

Web 2.0 is People

Web 0.0 = pre Web 1.0 slightly modified…..

Web 2.0 – The genesis

The term ‘Web 2.0’ introduced by Time O’Reilly at a conference in 2004

‘ Web 2.0’ - an improved form of the World Wide Web

Emphasizing tools/platforms that enable users to tag, blog, comment, modify, augment, rank etc.

Notion of The ‘ Participatory Web’

Web 2.0 : Key Principles

Read

V/s

Read & Write

User

Generated

Content

Experts

V/s

Wisdom of Crowds

80:20

V/s

The Long Tail

… the content

comes to you…

Global Trends in Web 2.0

Global Web 2.0 Landscape

Global Web 2.0 Business Models

Step 1 : Create a large/focused niche user community

Step 2 : Monetize once the community reaches critical mass

- Sell special services targeted at community (LinkedIn)

- Sell services to a large group of SMEs (Salesforce.com)

- Sell data to partners (Facebook)

- Get a revenue share from transactions (eBay)

- Sell advertisements (Google Adwords)

- Freemium: Sell premium memberships (Flickr)

- Sell your company (Youtube)

Show me the money….. > $15 billion

Early trends in Indian Web 2.0

Status Check - Indian Web 2.0

Currently in nascent stage

Internet penetration is bottleneck

critical mass for monetization is far away

Estimated numbers

30 mn Indian internet users

10 mn users of social networks

Orkut 7.1 mn, Facebook 1.6 mn,

BharatStudent 1.7mn, Fropper 1.0 mn, BigAdda 1.4 mn, Minglebox 0.6 mn

1-2 mn users of Indian social networks

1.5 mn users of Indian Web 2.0 startups

What’s buzzing in Indian Web 2.0?

Blogs

~500,000 blogs ; 15% active

News & Social Media

CNN-IBN citizen journalism

Long tailed communities

e.g. Indiemusic, online gaming

Social networks

Orkut, Yaari, MingleBox, Facebook

Genres of Web 2.0

Pure Social networks

Orkut, Facebook, Friendster, Yaari, Minglebox

Media oriented online communities

Youtube, Flickr, SlideShare

Web 2.0 websites with transactional (Web 1.0) business models

Online gifting, online photo printing & delivery

Web 1.0 companies leveraging Web 2.0

Internet portals with Web 2.0 features

Are these websites Web 2.0 ?

Naukri.com is not, but Brijj is Web 2.0….

… .Rediff is not Web 2.0 but makes generous use it..

MakeMyTrip is not, but OkTataByeBye is Web 2.0….

Web2.0 websites with transactional (Web 1.0) business models

Should organisations even care about Web 2.0?

The world we live in.. …the consumer is in control

… ..they have unlimited options

… and are avoiding advertising Pop-up Blocker Do Not Call Registry

Companies must

Pay attention

Participate

Markets are Conversations

Who do consumers trust ?

The CEO / Ad agencies / marketers

Or

“ a person like me”

i.e. other consumers or peers

Web 2.0 has put consumers in control of the conversation Every consumer is…

… a publisher

… a DJ

… an expert

… a broadcaster

… an editor

… a network

… a critic

… if organisations want to participate in this conversation, they must acknowledge and facilitate

consumer control...

How organisations can

harness Web 2.0 ?

Web 2.0 opportunities

Brand Building

promotions, advertising, events

Social Media / PR

Direct Sales

Referrals, lead generation

Mediated Marketing Research

Advertising / Branding

Internet advertising on social networks

banner / text ads

demographically targeted audience

Viral Marketing campaigns

MakeMyTrip

Celebrity Branded Channels

Celebrity endorsed communities

Co-Branded Events

examples follow…..

Facebook – Targeted Advertising

Viral Marketing Campaign Makaan’s “Kahani Mein Twist” Viral Campaign

IBIBO’s Ravi Shastri Sawaal Channel Celebrity Endorsed Communities

Yahoo’s Sunil Gavaskar Podcasting Channel Celebrity Branded Channels

SaReGaMa’s Branded Contest on Rediff iShare Co-Branded Events

Social Media / PR

Blogs as a continuing conversation

corporate blog

conversation with consumers, employees, media

Coverage on high traffic blogs

new media style PR

may have higher ROI than traditional media

Blogs as integral part of marketing strategy

blogosphere driven virality

widget strategy for rich media players

videos, images, slidehows, podcasts

Blogs : Personification of the Organisation’s Human Face Corporate Social Responsibility Corporate Environmental Sensitivity Customer Sensitivity + Behind the “Corporate Wall” insights (via corporate blog)

SlideShare Blog

corporate news - feature releases - maintenance notices - guest articles from experts - contributions from users - contest launch / result - photos / videos from parties, retreats

… .. helps the customers know the people behind the company…

Blogs as Mainstream Media

Blogospheric virality through widgets

Mediated Product Research

Gather consumer insights through

sponsored communities on social networks

customized website or microsite

SunSilk Gang of Girls (Hindustan Levers)

FaceBook Page – Force India F1

Direct Sales

Direct sales through advertising

Lead Generation/ Sales Leads

Web 2.0- Ancillary benefits

Lower marketing costs

most things in Web 2.0 are free

Better than other media vehicles

lower perishability & long tailed search

always on, universally accessible

eternal archiving

What is Enterprise 2.0?

Application of Web 2.0 within the enterprise to solve / improve internal work practises

Collection of Web 2.0 tools/platforms for increased productivity

e.g. blogs, wikis, project management tools, SAAS

Driver: remote collaboration requirements across different locations / time zones

Thank You Questions? Slides available on www.slideshare.net www.webyantra.net

Presentation Credits

http://www.slideshare.net/satyajeet_02/web-20-5316 by ‘satyajeet_02’

http://www.slideshare.net/nschock/web-20-and-the-online-conversation by ‘nschock’

http://www.slideshare.net/infe/web-20-business-models-270855 by ‘infe’

http://www.gauravonomics.com/blog/whats-wrong-with-indian-social-networking-sites/

http://jensthraenhart.com/cblog/uploads/web20.jpg

http://www.experientia.com/blog/uploads/2006/09/user_generated.jpg

http://www.state.wv.us/wvsca/clerk/rss_bbc.gif

How organisations can harness the power of Web 2.0?

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