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Webmarketing - Flickr - ITESO

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