Webmarketing - Flickr - ITESO
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Webmarketing - Flickr - ITESO

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  • http://online.wsj.com/article/SB123335678420235003.html

Webmarketing - Flickr - ITESO Presentation Transcript

  • 1. Raul Hernandez Arthur
    Webmarketing
    ITESO
    Julio 2011
  • 2. Flickr
    We want to help people make their photos available to the people who matter to them.
    We want to enable new ways of organizing photos and video.
    Raul Hernandez Arthur
  • 3. Raul Hernandez Arthur
    Users Create Value
    Web 2.0
    Takes a different approach on how business, customers and partners interact.
    1980, Alvin Toffler’s best seller predicted the :
    Prosumer:
    Mix between DIY and Consumer
    Where the USER creates VALUE
  • 4. Raul Hernandez Arthur
    What is Flickr ?
    Flickr is
    an image and video hosting website
    web services suite
    and online community.
    The service is widely used by bloggers to host images that they embed in blogs and social media.
    Flickr members upload more than 3,000 images every minute, and last September 18th, 2010.The  five billionth photo was uploaded!
  • 5. Tell a story with your photos
    Tell a story with your photos and allow whoever you want to comment.
    Add notes to explain or comment right on the photo.
    Favorite the photos you like best to easily find them later, and see who has favorited yours.
    Add people to your photos for your reference, and so they can see what you've posted.
    Add tags to categorize your photos and to help others find them in searches.
    Raul Hernandez Arthur
  • 6. Share your photos with your friends and family
    • Decide who sees your photos
    • 7. Expand your options with a Guest Pass
    It's easy to find people you know on Flickr
    Search by name or email
    Import your contacts from Yahoo! Mail, Gmail, or Hotmail
    Invite your friends
    Raul Hernandez Arthur
  • 8. Raul Hernandez Arthur
    Quick Note:
    Flickr actually CHANGED their business model
    From online gaming to photo base
  • 9. Raul Hernandez Arthur
    Freemium
    Give your Service away for free
    Even Ads are optional
    Acquire lots of customers
    Network
    Referral
    Search
    Offer a priced, enhanced version to customers
  • 10. Freemium
    Basic Web services, for free
    Charging a premium for advanced or special features.
    The word "freemium" is created by combining the two aspects of the business model: "free" and "premium".
    Raul Hernandez Arthur
  • 11. Start Up Cycle
    Have a great idea.
    Raise money to bring it to market
    ideally free to reach the largest possible market.
    If it proves popular, raise more money to scale it up.
    Repeat until you're bought by a bigger company.
    Now steps 2 through 4 are no longer available.
    So Web startups are having to do the unthinkable: come up with a business model that brings in real money while they're still young.
    Raul Hernandez Arthur
  • 12. Raul Hernandez Arthur
    Some Freemium Cases
    Adobe
    Macromedia
    Skype
    Flickr
    Pandora
    Most Freemium companies see a
    2 - 5 % Convertion Rate
  • 13. Pandora
     Launched in August 2005
    Users got 10 hours of free online radio at signup, after which they were asked to pay $36 per year.
    “In the first couple weeks we had 100,000 people come through and the vast majority listened to every last minute of their free ten hours”
    As of IPO, Pandora had 80,000 artists, 800,000 tracks in its library and 80 million users.
    Raul Hernandez Arthur
  • 14. Raul Hernandez Arthur
    Flickr
    Accumulating Positive Network Effects
    TRAFFIC
    click
    Browsing
    Popularity
    Digital Photo
    Flickr
    browse
    tag
    Editors / Tags
    Tech Enthusiast
    keyword
    comment
    Bloggers
    Using pics
    Sofisticated
    Filter, Ranks
  • 15. Raul Hernandez Arthur
    Growth
    Reaching and Tagging
    Each user creates value !
    The core value
    Dont build applications, build context for interaction
  • 16. Raul Hernandez Arthur
    2005 Fast Company Winner
    Created the largest and best organized online photo library.
    1.8 million images
    81% of them are public
    85% have human-added metadata
  • 17. Raul Hernandez Arthur
    Open Up Digital Content to Global User Interaction
    Boom of the Digital Picture
  • 18. Raul Hernandez Arthur
    Better Search through User-Generated Information
    Underlined Book
    Tags
    Footnotes
    Annotations
    METADATA
  • 19. Raul Hernandez Arthur
    Groups
    Flickr was a leader in creating photo image metadata to group
  • 20. Raul Hernandez Arthur
    Catalyze and Amplify Social Network Effect
    Flickr owns a dynamic algorithmic means for rating, sorting and finding photographs.
  • 21. Raul Hernandez Arthur
    DIY Syndication
    Flickr was the first-mover in providing self service tools for web 2.0.
  • 22. Raul Hernandez Arthur
    Long Tail
    Democratize the Tools of Production
    Democratize the Tools of Distribution
    Connect Supply and Demand