Innovation and Strategy in Web 2.0: Application Marketing

Innovation and Strategy In Web 2.0 Robyn Tippins Community Manager, YDN [email_address]

Why?

Source: Universal McCann Wave 3 (April 2008) 83% 55% Where are your customers?

How?

Viral

Forced Invite

Invite After Action

Lifestream actions

Additional Efforts

1:1

Value

Objective "You can build a great application that is used by millions of people, but if it doesn’t help you with your business, what’s the point?" Neil Patel, Search Engine Land

Where?

#1 in 7 verticals

18 of Yahoo’s products are #1 or #2 in their category

600M unique visitors a month, 260M signed in

180B page views per month

235B user minutes a month

Over 10B user relationships

Yahoo! Developer Network

Created in early 2005 with the launch of Yahoo!’s first Search APIs

Over 30 APIs and web services offered today

Over 250k API keys issued

Key resources:

Documentation

Developer language centers

Message boards/forums

User interface patterns

Code samples and developer kits

Blog & video

Developer Outreach 2008

Launches

OpenID

Flash Maps

Y!Live

Developer tools – R3

MyBlogLog API

Fire Eagle

Silverlight Developer Center

Taiwan Lifestyles API

Hot Jobs API

BrowserPlus

GeoPlanet

Address Book

SearchMonkey

Design Stencils

Blueprint (mobile)

BOSS

Original Content

34 videos in YDN theater

112 blog posts

Website Infrastructure

New website launch

Launch of unified message boards

CRM system deployment

Events produced and/or sponsored (partial list)

eTech

GSP

Memcached Hackathon

Hadoop Summit

YUI Party (Sunnyvale + London)

Mashup Camp

SxSW: core conversation on reputation and identity

BayCHI - social patterns talk

IA Summit

Brighton Barcamp (UK)

Social Innovation Camp (UK)

Over-the-air (UK)

Web 2.0 Expo

Where 2.0

Internet Identity Workshop (IIW)

Maker Day

Mapping Party (State of the Map)

Online Community Forum

BarCamp Northeast (UK)

London Web Week (UK)

9 th Information Architecture Summit

Hadoop Meet-up

OAuth Summit

Asia Pacific Web Tech Conf (HK)

Aussie Girl Geek Dinner

Open Source Conference (Turkey)

SearchMonkey Launch Events (Paris + London)

OSCON

360 Flex

Flashforward

YDN Fall 2008 International Events

Europe

Hadoop user group, London

SearchMonkey event, Munich

Fronteers Conference, Amsterdam

dContruct, Brighton

Brighton and London Barcamps

Scripting Accessibility Hack Event, London

Flash on the Beach, Brighton

BOSS Developer Event

Canada and Mexico

“ Software Systems for the Internet” course at a Mexico City university

University Hack Day (@ Waterloo)

Turkey

RiaTalks Web Developer conference

IEEE meeting, Cukurova University

Romania

Semantic Web Lab

Wurbe Event

Online Coding Competition

SE Asia

Barcamp Manila

Developer’s Night at the Loof

Developer’s Night in Manila

Flex User Group

Vietnam ICT in Education

PHP Users Group, Singapore

BOSS Developer Event

LatAm

Refresh Miami local developer group

Brazil Open Hack Day

India

BOSS stealth mode launch

Open Hack Day in Q4

Korea

Hadoop community meeting

Y! Korea Map Day Conference

Taiwan

Open Hack Day

COSCUP

Open ID user group

Open Mail Hack Week

Australia

Squid-cache meetup

Tech Talks – University of NSW

Celebrate innovation

Share open technologies

Bring people together in the spirit of collaboration and fun

Open HackDay by the numbers 12-13 14 300 30 8 2300+ th of September (Friday-Saturday) participating Yahoo! organizations hackers international attendees university hack day winners Flickr photos tagged OpenHack08 43 campsites

Participating Y! Groups

Example Participating Organizations

Popular YDN Products YUI