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Web 2.0, Social Media
& Digital Marketing
What, Why, How, When?
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?
HOW IS SOCIAL MEDIA RELEVANT TO WEB 2.0
MEDIA SCENARIO USAGE & ATTITUDE
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!
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
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
Fragmented communities coming together - more sharing. Change in sociology
Lets look at
The Indian Consumer WRT Social Media
About 25 Million ‘Daily’ Users according to Juxt
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
India’s Creation Quotient is low
Opportunity for brands to create
compelling content and provide easy
(Some of them are doing that)
Juxt Consult Report
Zapak & C2W Virals
What do you make of them?
Few more International
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
Daft Punk Viral
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?)
ROADIES SOCIAL MEDIA
From Presence to Engagement to Evangilism
Community Proﬁle Skins Battleground
Same Story At Google
Social Media Makes Brands More
Searchable, More Human -
Piggybanking on the success of
properties that host them
Scanning Your Brand Across
“What are people saying,
Understanding top inﬂuencers
Scoring and tracking attributes,
words or phrases associated with
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?
AS WE PROGRESS
Mobile will be the epicenter of Social
Today Social Media on Mobile is through
Mobile Communities - Less 2.0 because of
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.)
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