Web 2.0, Social Media & Digital Marketing

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A look at the Web 2.0 a social media space in India

A look at the Web 2.0 a social media space in India

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  • 1. Web 2.0, Social Media & Digital Marketing What, Why, How, When? Harshil Karia
  • 2. A Little Bit About Me I Like Be‘Foxy’ By !quot;#$$%&$' !quot;#$%&'()*& !quot;#$%"'(quot;)*%quot; Im not really much older than you and i’d like to learn a lot as well!
  • 3. WHAT IS WEB 2.0? LETS TALK HOW IS SOCIAL MEDIA RELEVANT TO WEB 2.0 CHANGE CONSUMERS MEDIA SCENARIO USAGE & ATTITUDE
  • 4. Emphasizing tools and platforms that enable the user to Tag, Blog, Comment, The more explicit synonym of quot;Participatory Webquot; Modify, Augment, Rank, etc. Sure you’ve seen this many times - Lets really figure it out!
  • 5. Here’s What i Do Everyday
  • 6. Browser is the OS. Technology is Collaborative. Users are sharing everything they do. Surfing is social surfing. The evolved users have multiple online lives. Online & offline lives vary for many.
  • 7. Nokia - N82, Video Films Myntra All consumers are talking about brands on Social Media in any case - generating content Real Activ, Depot, DeskAway (Google, Facebook, and Apple - all have unofficial ‘Official’ Blogs)
  • 8. Fragmented communities coming together - more sharing. Change in sociology
  • 9. Cross Border Collaboration
  • 10. This is what we have established SO NOW WHAT?
  • 11. Lets look at The Indian Consumer WRT Social Media
  • 12. We Have About 25 Million ‘Daily’ Users according to Juxt Consult Anywhere between 42 - 49 Million people who have used the Internet at least once 81% ‘interact’ on Social Media - still no real clues as to how much of that interaction is broken down into ‘creating’, ‘catalyzing’, and passively observing.
  • 13. India’s Creation Quotient is low Passive Still Social Opportunity for brands to create compelling content and provide easy sharing avenues (Some of them are doing that) Juxt Consult Report
  • 14. Zapak & C2W Virals What do you make of them? http://www.youtube.com/watch?v=p3TS3wUWk40 http://www.youtube.com/watch?v=f0Y4FHTTHDU
  • 15. http://www.youtube.com/watch?v=6h3G-lMZxjo Few more International Virals Posted on YouTube by someone calling himself Park Ridge-47, this attack ad changed the rules of political engagement in Election 2008. The video mashes together a classic 1984 Apple ad with recent footage of Hillary Clinton giving a speech. Clinton is portrayed as a Big Brother character and Democratic voters as zombie-like followers. The tag line touts Barack Obama as an alternative to Clinton. Park Ridge-47 turned out to be an employee of an online communications firm
  • 16. http://www.youtube.com/watch?v=nEqwKNNQBwc
  • 17. Daft Punk Viral http://www.youtube.com/watch?v=K2cYWfq--Nw
  • 18. If brands are willing to be in social media for the long term, lasting properties can be built. Consumers like to see ads - they want the brand to talk ‘with’ them, not talk TO them Build your start - up’s social media real estate everyday (SMS Gupshup?)
  • 19. Branding becomes entertainment BMW Films http://www.youtube.com/watch?v=e3R9IpAQ6xo
  • 20. ROADIES SOCIAL MEDIA From Presence to Engagement to Evangilism Community Profile Skins Battleground (1.67 L)
  • 21. Branding Through Stages
  • 22. Social Media is affecting search as well
  • 23. Same Story At Google Social Media Makes Brands More Searchable, More Human - Piggybanking on the success of properties that host them
  • 24. Social Media Internationally Scanning Your Brand Across Social Media “What are people saying, feeling, thinking?” Understanding top influencers Scoring and tracking attributes, words or phrases associated with a brand Watching competitive brands and using a comparative graph to track share of voice Dell is using this to speak with customers, tweak the product and change its image
  • 25. Social Media as the next big thing in India? http://www.gauravonomics.com/blog/next-big-thing-social-media-outsourcing-smo/ http://www.gauravonomics.com/blog/next-big-thing-social-media-outsourcing-smo-part-2-of-2/
  • 26. AS WE PROGRESS Mobile will be the epicenter of Social Media Today Social Media on Mobile is through Mobile Communities - Less 2.0 because of logical reasons
  • 27. SMS Bluetooth Bangalore Royal Challengers Till Bluetooth is replaced by a more robust and ubiquitous delivery channel
  • 28. GPS and Network Based Possibilities (combine that with touch, feel etc.)
  • 29. India Media Forecasts We are still a TV Mad country – be very aware of that, make your product for the international market with high scope for localization – SlideShare, Deskaway
  • 30. http://www.foxymoron.org http://www.theconstantobserver.blogspot.com http://www.twitter.com/harshilkaria Thank You harshil@foxymoron.org