How organisations can harness the power of Web 2.0?


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Slides from a talk I gave at Nasscom titled "How organisatioins can harness the power of Web2.0"?
Venue - Nasscom, IYC, Chanakaya Puri, New Delhi on 14th March, 08.
The audience was drawn from Nasscom member companies- typically small to mid sized organizations. The talk was focused on the marketing & social media aspects of Web 2.0.

Published in: Business, Technology
  • Google is being run by Indians, managerially and technically. Even though Page and Schmidt are CEO and Executive Chairman of Big G, but still we can’t forget that it was Amit Singhal, an IIT Roorkey Graduate, who re-wrote the whole algorithm of Google Search Engine in 2000 which made Google the best in the industry. Then, Nikesh Arora of BHU-IT is the Chief Business Manager; Vic Goundotra is the man behind the whole Google Plus… and, many many more. Search FAMOUS INDIANS WORKING IN GOOGLE for more details.
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  • How organisations can harness the power of Web 2.0?

    1. Lessons learnt in creating SlideShare How organisations can harness the power of Web 2.0 NASSCOM, 14 th March’ 08, New Delhi
    2. Presentation Flow <ul><li>Quick background - SlideShare </li></ul><ul><li>Web 2.0 - its genesis </li></ul><ul><li>Global Web 2.0 Trends & Business Models </li></ul><ul><li>Early trends in Indian Web 2.0 </li></ul><ul><li>Should organisations care about Web 2.0? </li></ul><ul><li>Harnessing Web 2.0 for business goals </li></ul><ul><li>What is Enterprise 2.0? </li></ul><ul><li>Presentation Credits </li></ul>
    3. <ul><li>Co-founder, SlideShare ( </li></ul><ul><li>My Indian Web 2.0 blog : Webyantra ( ) </li></ul><ul><li>My hangouts: BarCamp, MobileMonday etc </li></ul><ul><li>Techie turned marketer turned entrepreneur </li></ul>Who am I ?
    4. <ul><li>The world’s largest community for sharing presentations on the web </li></ul><ul><li>Launched Oct’ 06 </li></ul><ul><li>New Delhi & U.S. based startup </li></ul><ul><li>Global users: > 60 languages, >100 countries </li></ul>What is SlideShare?
    5. Global social sharing site for photos for video for presentations
    6. 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?
    7. Web 2.0 & it’s genesis
    8. 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…..
    9. <ul><li>Web 1.0 was Commerce </li></ul><ul><li>Web 2.0 is People </li></ul><ul><li>- Ross Mayfield </li></ul><ul><li>(CEO, SocialText) </li></ul>
    10. <ul><li>Web 0.0 was Technology </li></ul><ul><li>Web 1.0 was Commerce </li></ul><ul><li>Web 2.0 is People </li></ul>Web 0.0 = pre Web 1.0 slightly modified…..
    11. Web 2.0 – The genesis <ul><li>The term ‘Web 2.0’ introduced by Time O’Reilly at a conference in 2004 </li></ul><ul><li>‘ Web 2.0’ - an improved form of the World Wide Web </li></ul><ul><li>Emphasizing tools/platforms that enable users to tag, blog, comment, modify, augment, rank etc. </li></ul><ul><li>Notion of The ‘ Participatory Web’ </li></ul>
    12. Web 2.0 : Key Principles <ul><li>Read </li></ul><ul><li>V/s </li></ul><ul><li>Read & Write </li></ul>
    13. <ul><li>User </li></ul><ul><li>Generated </li></ul><ul><li>Content </li></ul>Web 2.0 : Key Principles
    14. Web 2.0 : Key Principles <ul><li>Experts </li></ul><ul><li>V/s </li></ul><ul><li>Wisdom of Crowds </li></ul>
    15. <ul><li>80:20 </li></ul><ul><li>V/s </li></ul><ul><li>The Long Tail </li></ul>Web 2.0 : Key Principles
    16. Web 2.0 : Key Principles <ul><li>… the content </li></ul><ul><li>comes to you… </li></ul>
    17. Global Trends in Web 2.0
    18. Global Web 2.0 Landscape
    19. Global Web 2.0 Business Models <ul><li>Step 1 : Create a large/focused niche user community </li></ul><ul><li>Step 2 : Monetize once the community reaches critical mass </li></ul><ul><li>- Sell special services targeted at community (LinkedIn) </li></ul><ul><li>- Sell services to a large group of SMEs ( </li></ul><ul><li>- Sell data to partners (Facebook) </li></ul><ul><li>- Get a revenue share from transactions (eBay) </li></ul><ul><li>- Sell advertisements (Google Adwords) </li></ul><ul><li>- Freemium: Sell premium memberships (Flickr) </li></ul><ul><li>- Sell your company (Youtube) </li></ul>
    20. Show me the money….. > $15 billion
    21. Early trends in Indian Web 2.0
    22. Status Check - Indian Web 2.0 <ul><li>Currently in nascent stage </li></ul><ul><li>Internet penetration is bottleneck </li></ul><ul><ul><li>critical mass for monetization is far away </li></ul></ul><ul><li>Estimated numbers </li></ul><ul><ul><li>30 mn Indian internet users </li></ul></ul><ul><ul><li>10 mn users of social networks </li></ul></ul><ul><ul><li>Orkut 7.1 mn, Facebook 1.6 mn, </li></ul></ul><ul><ul><li>BharatStudent 1.7mn, Fropper 1.0 mn, BigAdda 1.4 mn, Minglebox 0.6 mn </li></ul></ul><ul><ul><li>1-2 mn users of Indian social networks </li></ul></ul><ul><ul><li>1.5 mn users of Indian Web 2.0 startups </li></ul></ul>
    23. What’s buzzing in Indian Web 2.0? <ul><li>Blogs </li></ul><ul><ul><li>~500,000 blogs ; 15% active </li></ul></ul><ul><li>News & Social Media </li></ul><ul><ul><li>CNN-IBN citizen journalism </li></ul></ul><ul><li>Long tailed communities </li></ul><ul><ul><li>e.g. Indiemusic, online gaming </li></ul></ul><ul><li>Social networks </li></ul><ul><ul><li>Orkut, Yaari, MingleBox, Facebook </li></ul></ul>
    24. Genres of Web 2.0 <ul><li>Pure Social networks </li></ul><ul><ul><li>Orkut, Facebook, Friendster, Yaari, Minglebox </li></ul></ul><ul><li>Media oriented online communities </li></ul><ul><ul><li>Youtube, Flickr, SlideShare </li></ul></ul><ul><li>Web 2.0 websites with transactional (Web 1.0) business models </li></ul><ul><ul><li>Online gifting, online photo printing & delivery </li></ul></ul><ul><li>Web 1.0 companies leveraging Web 2.0 </li></ul><ul><li>Internet portals with Web 2.0 features </li></ul>
    25. Are these websites Web 2.0 ?
    26. is not, but Brijj is Web 2.0….
    27. … .Rediff is not Web 2.0 but makes generous use it..
    28. MakeMyTrip is not, but OkTataByeBye is Web 2.0….
    29. Web2.0 websites with transactional (Web 1.0) business models
    30. Should organisations even care about Web 2.0?
    31. The world we live in.. …the consumer is in control
    32. … ..they have unlimited options
    33. … and are avoiding advertising Pop-up Blocker Do Not Call Registry
    34. <ul><li>Companies must </li></ul><ul><ul><li>Pay attention </li></ul></ul><ul><ul><li>Participate </li></ul></ul>Markets are Conversations
    35. Who do consumers trust ? <ul><li>The CEO / Ad agencies / marketers </li></ul><ul><li>Or </li></ul><ul><li>“ a person like me” </li></ul><ul><li>i.e. other consumers or peers </li></ul>
    36. Web 2.0 has put consumers in control of the conversation Every consumer is…
    37. … a publisher
    38. … a DJ
    39. … an expert
    40. … a broadcaster
    41. … an editor
    42. … a network
    43. … a critic
    44. <ul><li>… if organisations want to participate in this conversation, they must acknowledge and facilitate </li></ul><ul><li>consumer control... </li></ul>
    45. <ul><li>How organisations can </li></ul><ul><li>harness Web 2.0 ? </li></ul>
    46. Web 2.0 opportunities <ul><li>Brand Building </li></ul><ul><ul><li>promotions, advertising, events </li></ul></ul><ul><li>Social Media / PR </li></ul><ul><li>Direct Sales </li></ul><ul><ul><li>Referrals, lead generation </li></ul></ul><ul><li>Mediated Marketing Research </li></ul>
    47. Advertising / Branding <ul><li>Internet advertising on social networks </li></ul><ul><ul><li>banner / text ads </li></ul></ul><ul><ul><li>demographically targeted audience </li></ul></ul><ul><li>Viral Marketing campaigns </li></ul><ul><ul><li>MakeMyTrip </li></ul></ul><ul><li>Celebrity Branded Channels </li></ul><ul><li>Celebrity endorsed communities </li></ul><ul><li>Co-Branded Events </li></ul>examples follow…..
    48. Facebook – Targeted Advertising
    49. Viral Marketing Campaign Makaan’s “Kahani Mein Twist” Viral Campaign
    50. IBIBO’s Ravi Shastri Sawaal Channel Celebrity Endorsed Communities
    51. Yahoo’s Sunil Gavaskar Podcasting Channel Celebrity Branded Channels
    52. SaReGaMa’s Branded Contest on Rediff iShare Co-Branded Events
    53. Social Media / PR <ul><li>Blogs as a continuing conversation </li></ul><ul><ul><li>corporate blog </li></ul></ul><ul><ul><li>conversation with consumers, employees, media </li></ul></ul><ul><li>Coverage on high traffic blogs </li></ul><ul><ul><li>new media style PR </li></ul></ul><ul><ul><li>may have higher ROI than traditional media </li></ul></ul><ul><li>Blogs as integral part of marketing strategy </li></ul><ul><ul><li>blogosphere driven virality </li></ul></ul><ul><ul><li>widget strategy for rich media players </li></ul></ul><ul><ul><li>videos, images, slidehows, podcasts </li></ul></ul>examples follow…..
    54. Blogs : Personification of the Organisation’s Human Face Corporate Social Responsibility Corporate Environmental Sensitivity Customer Sensitivity + Behind the “Corporate Wall” insights (via corporate blog)
    55. SlideShare Blog <ul><li>corporate news - feature releases - maintenance notices - guest articles from experts - contributions from users - contest launch / result - photos / videos from parties, retreats </li></ul>… .. helps the customers know the people behind the company…
    56. Blogs as Mainstream Media
    57. Blogospheric virality through widgets
    58. Mediated Product Research <ul><li>Gather consumer insights through </li></ul><ul><ul><li>sponsored communities on social networks </li></ul></ul><ul><ul><li>customized website or microsite </li></ul></ul>examples follow…..
    59. SunSilk Gang of Girls (Hindustan Levers)
    60. FaceBook Page – Force India F1
    61. Direct Sales <ul><li>Direct sales through advertising </li></ul><ul><li>Lead Generation/ Sales Leads </li></ul>
    62. Web 2.0- Ancillary benefits <ul><li>Lower marketing costs </li></ul><ul><ul><li>most things in Web 2.0 are free </li></ul></ul><ul><li>Better than other media vehicles </li></ul><ul><ul><li>lower perishability & long tailed search </li></ul></ul><ul><ul><li>always on, universally accessible </li></ul></ul><ul><ul><li>eternal archiving </li></ul></ul>
    63. What is Enterprise 2.0? <ul><li>Application of Web 2.0 within the enterprise to solve / improve internal work practises </li></ul><ul><li>Collection of Web 2.0 tools/platforms for increased productivity </li></ul><ul><li>e.g. blogs, wikis, project management tools, SAAS </li></ul><ul><li>Driver: remote collaboration requirements across different locations / time zones </li></ul>
    64. Thank You Questions? Slides available on
    65. Presentation Credits <ul><li> by ‘satyajeet_02’ </li></ul><ul><li> by ‘nschock’ </li></ul><ul><li> by ‘infe’ </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>