How organisations can harness the power of Web 2.0?

Slide 1: How organisations can harness the power of Web 2.0 NASSCOM, 14th March’ 08, New Delhi Lessons learnt in creating SlideShare

Slide 2: 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

Slide 3: Who am I ?  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

Slide 4: What is SlideShare?  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

Slide 5: Global social sharing site for photos for video for presentations

Slide 6: What people use SlideShare for? Activism Mother’s day cards Movie reviews Lesson plans Cartoons Paintings Humor Talk slides Sermons Standalone Love Songs Images of women presentations

Slide 7: Web 2.0 & it’s genesis

Slide 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…..

Slide 9: Web 1.0 was Commerce Web 2.0 is People - Ross Mayfield (CEO, SocialText)

Slide 10: slightly modified….. Web 0.0 was Technology Web 1.0 was Commerce Web 2.0 is People Web 0.0 = pre Web 1.0

Slide 11: 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’

Slide 12: Web 2.0 : Key Principles Read V/s Read & Write

Slide 13: Web 2.0 : Key Principles User Generated Content

Slide 14: Web 2.0 : Key Principles Experts V/s Wisdom of Crowds

Slide 15: Web 2.0 : Key Principles 80:20 V/s The Long Tail

Slide 16: Web 2.0 : Key Principles …the content comes to you…

Slide 17: Global Trends in Web 2.0

Slide 18: Global Web 2.0 Landscape

Slide 19: 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)

Slide 20: Show me the money….. > $15 billion

Slide 21: Early trends in Indian Web 2.0

Slide 22: 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

Slide 23: 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

Slide 24: 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

Slide 25: Are these websites Web 2.0 ?

Slide 26: Naukri.com is not, but Brijj is Web 2.0….

Slide 27: ….Rediff is not Web 2.0 but makes generous use it..

Slide 28: MakeMyTrip is not, but OkTataByeBye is Web 2.0….

Slide 29: Web2.0 websites with transactional (Web 1.0) business models

Slide 30: Should organisations even care about Web 2.0?

Slide 31: The world we live in.. …the consumer is in control

Slide 32: …..they have unlimited options

Slide 33: …and are avoiding advertising Pop-up Blocker Do Not Call Registry

Slide 34: Markets are Conversations  Companies must – Pay attention – Participate

Slide 35: Who do consumers trust ? The CEO / Ad agencies / marketers Or “a person like me” i.e. other consumers or peers

Slide 36: Web 2.0 has put consumers in control of the conversation Every consumer is…

Slide 37: … a publisher

Slide 38: …a DJ

Slide 39: …an expert

Slide 40: …a broadcaster

Slide 41: …an editor

Slide 42: …a network

Slide 43: …a critic

Slide 44: …if organisations want to participate in this conversation, they must acknowledge and facilitate consumer control...

Slide 45: How organisations can harness Web 2.0 ?

Slide 46: Web 2.0 opportunities  Brand Building – promotions, advertising, events  Social Media / PR  Direct Sales – Referrals, lead generation  Mediated Marketing Research

Slide 47: 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…..

Slide 48: Facebook – Targeted Advertising

Slide 49: Viral Marketing Campaign Makaan’s “Kahani Mein Twist” Viral Campaign

Slide 50: Celebrity Endorsed Communities IBIBO’s Ravi Shastri Sawaal Channel

Slide 51: Celebrity Branded Channels Yahoo’s Sunil Gavaskar Podcasting Channel

Slide 52: Co-Branded Events SaReGaMa’s Branded Contest on Rediff iShare

Slide 53: 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 examples follow…..

Slide 54: Blogs : Personification of the Organisation’s Human Face Corporate Social Responsibility Customer Sensitivity Corporate + Environmental Behind the “Corporate Sensitivity Wall” insights (via corporate blog)

Slide 55: 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…

Slide 56: Blogs as Mainstream Media

Slide 57: Blogospheric virality through widgets

Slide 58: Mediated Product Research  Gather consumer insights through – sponsored communities on social networks – customized website or microsite examples follow…..

Slide 59: SunSilk Gang of Girls (Hindustan Levers)

Slide 60: FaceBook Page – Force India F1

Slide 61: Direct Sales  Direct sales through advertising  Lead Generation/ Sales Leads

Slide 62: 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

Slide 63: 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

Slide 64: Thank You Questions? Slides available on www.slideshare.net www.webyantra.net

Slide 65: 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