Web 2.0, Social Media
& Digital Marketing
What, Why, How, When?
Harshil Karia

A Little Bit About Me
I Like Be‘Foxy’ By
!\"#$$%&$'
!\"#$%&'()*& !\"#$%&\"'(\")*%\"
Im not really much older than you and i’d like to learn a lot as well!

WHAT IS WEB 2.0?
LETS TALK
HOW IS SOCIAL MEDIA RELEVANT TO WEB 2.0
CHANGE CONSUMERS
MEDIA SCENARIO USAGE & ATTITUDE

Emphasizing tools and platforms that
enable the user to Tag, Blog, Comment, The more explicit synonym of \"Participatory Web\"
Modify, Augment, Rank, etc.
Sure you’ve seen this many times - Lets really figure it out!

Here’s What i Do Everyday

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.

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)

Fragmented communities coming together - more sharing. Change in sociology

Cross Border Collaboration

This is what we have established
SO NOW WHAT?

Lets look at
The Indian Consumer WRT Social Media

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.

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

Zapak & C2W Virals
What do you make of them?
http://www.youtube.com/watch?v=p3TS3wUWk40
http://www.youtube.com/watch?v=f0Y4FHTTHDU

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

http://www.youtube.com/watch?v=nEqwKNNQBwc

Daft Punk Viral
http://www.youtube.com/watch?v=K2cYWfq--Nw

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?)

Branding becomes
entertainment
BMW Films
http://www.youtube.com/watch?v=e3R9IpAQ6xo

ROADIES SOCIAL MEDIA
From Presence to Engagement to Evangilism
Community Profile Skins Battleground
(1.67 L)

Branding Through Stages

Social Media
is affecting search as well

Same Story At Google
Social Media Makes Brands More
Searchable, More Human -
Piggybanking on the success of
properties that host them

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

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/

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

SMS Bluetooth
Bangalore Royal Challengers
Till Bluetooth is replaced by a more
robust and ubiquitous delivery channel

GPS and Network Based Possibilities
(combine that with touch, feel etc.)

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

http://www.foxymoron.org
http://www.theconstantobserver.blogspot.com
http://www.twitter.com/harshilkaria
Thank You
harshil@foxymoron.org