How Organisations Can Harness The Power Of Web 20 1205670643187131 2

Lessons learnt in creating SlideShare How organisations can harness the power of Web 2.0 NASSCOM, 14 th March’ 08, New Delhi

Presentation Flow
Quick background - SlideShare
Web 2.0 - its genesis
Global Web 2.0 Trends & Business Models
Early trends in Indian Web 2.0
Should organisations care about Web 2.0?
Harnessing Web 2.0 for business goals
What is Enterprise 2.0?
Presentation Credits

Co-founder, SlideShare (www.slideshare.net)
My Indian Web 2.0 blog : Webyantra ( www.webyantra.net )
My hangouts: BarCamp, MobileMonday etc
Techie turned marketer turned entrepreneur
Who am I ?

The world’s largest community for sharing presentations on the web
Launched Oct’ 06
New Delhi & U.S. based startup
Global users: > 60 languages, >100 countries
What is SlideShare?

Global social sharing site for photos for video for presentations

Cartoons Paintings Humor Love Songs Talk slides Images of women Sermons Standalone presentations Activism Lesson plans Movie reviews Mother’s day cards What people use SlideShare for?

Web 2.0 & it’s genesis

Web 2.0 – the buzzword … ..Web 2.0 is like pornography…difficult to describe, but you know it when you see it.. … .Web 2.0 is like the lyrics of a Pink Floyd number, it means different things to different people, depending upon the state of your mind…..

Web 1.0 was Commerce
Web 2.0 is People
- Ross Mayfield
(CEO, SocialText)

Web 0.0 was Technology
Web 1.0 was Commerce
Web 2.0 is People
Web 0.0 = pre Web 1.0 slightly modified…..

Web 2.0 – The genesis
The term ‘Web 2.0’ introduced by Time O’Reilly at a conference in 2004
‘ Web 2.0’ - an improved form of the World Wide Web
Emphasizing tools/platforms that enable users to tag, blog, comment, modify, augment, rank etc.
Notion of The ‘ Participatory Web’

Web 2.0 : Key Principles
Read
V/s
Read & Write

User
Generated
Content

Experts
V/s
Wisdom of Crowds

80:20
V/s
The Long Tail

… the content
comes to you…

Global Trends in Web 2.0

Global Web 2.0 Landscape

Global Web 2.0 Business Models
Step 1 : Create a large/focused niche user community
Step 2 : Monetize once the community reaches critical mass
- Sell special services targeted at community (LinkedIn)
- Sell services to a large group of SMEs (Salesforce.com)
- Sell data to partners (Facebook)
- Get a revenue share from transactions (eBay)
- Sell advertisements (Google Adwords)
- Freemium: Sell premium memberships (Flickr)
- Sell your company (Youtube)

Show me the money….. > $15 billion

Early trends in Indian Web 2.0

Status Check - Indian Web 2.0
Currently in nascent stage
Internet penetration is bottleneck
critical mass for monetization is far away
Estimated numbers
30 mn Indian internet users
10 mn users of social networks
Orkut 7.1 mn, Facebook 1.6 mn,
BharatStudent 1.7mn, Fropper 1.0 mn, BigAdda 1.4 mn, Minglebox 0.6 mn
1-2 mn users of Indian social networks
1.5 mn users of Indian Web 2.0 startups

What’s buzzing in Indian Web 2.0?
Blogs
~500,000 blogs ; 15% active
News & Social Media
CNN-IBN citizen journalism
Long tailed communities
e.g. Indiemusic, online gaming
Social networks
Orkut, Yaari, MingleBox, Facebook

Genres of Web 2.0
Pure Social networks
Orkut, Facebook, Friendster, Yaari, Minglebox
Media oriented online communities
Youtube, Flickr, SlideShare
Web 2.0 websites with transactional (Web 1.0) business models
Online gifting, online photo printing & delivery
Web 1.0 companies leveraging Web 2.0
Internet portals with Web 2.0 features

Are these websites Web 2.0 ?

Naukri.com is not, but Brijj is Web 2.0….

… .Rediff is not Web 2.0 but makes generous use it..

MakeMyTrip is not, but OkTataByeBye is Web 2.0….

Web2.0 websites with transactional (Web 1.0) business models

Should organisations even care about Web 2.0?

The world we live in.. …the consumer is in control

… ..they have unlimited options

… and are avoiding advertising Pop-up Blocker Do Not Call Registry

Companies must
Pay attention
Participate
Markets are Conversations

Who do consumers trust ?
The CEO / Ad agencies / marketers
Or
“ a person like me”
i.e. other consumers or peers

Web 2.0 has put consumers in control of the conversation Every consumer is…

… a publisher

… a DJ

… an expert

… a broadcaster

… an editor

… a network

… a critic

… if organisations want to participate in this conversation, they must acknowledge and facilitate
consumer control...

How organisations can
harness Web 2.0 ?

Web 2.0 opportunities
Brand Building
promotions, advertising, events
Social Media / PR
Direct Sales
Referrals, lead generation
Mediated Marketing Research

Advertising / Branding
Internet advertising on social networks
banner / text ads
demographically targeted audience
Viral Marketing campaigns
MakeMyTrip
Celebrity Branded Channels
Celebrity endorsed communities
Co-Branded Events
examples follow…..

Facebook – Targeted Advertising

Viral Marketing Campaign Makaan’s “Kahani Mein Twist” Viral Campaign

IBIBO’s Ravi Shastri Sawaal Channel Celebrity Endorsed Communities

Yahoo’s Sunil Gavaskar Podcasting Channel Celebrity Branded Channels

SaReGaMa’s Branded Contest on Rediff iShare Co-Branded Events

Social Media / PR
Blogs as a continuing conversation
corporate blog
conversation with consumers, employees, media
Coverage on high traffic blogs
new media style PR
may have higher ROI than traditional media
Blogs as integral part of marketing strategy
blogosphere driven virality
widget strategy for rich media players
videos, images, slidehows, podcasts

Blogs : Personification of the Organisation’s Human Face Corporate Social Responsibility Corporate Environmental Sensitivity Customer Sensitivity + Behind the “Corporate Wall” insights (via corporate blog)

SlideShare Blog
corporate news - feature releases - maintenance notices - guest articles from experts - contributions from users - contest launch / result - photos / videos from parties, retreats
… .. helps the customers know the people behind the company…

Blogs as Mainstream Media

Blogospheric virality through widgets

Mediated Product Research
Gather consumer insights through
sponsored communities on social networks
customized website or microsite

SunSilk Gang of Girls (Hindustan Levers)

FaceBook Page – Force India F1

Direct Sales
Direct sales through advertising
Lead Generation/ Sales Leads

Web 2.0- Ancillary benefits
Lower marketing costs
most things in Web 2.0 are free
Better than other media vehicles
lower perishability & long tailed search
always on, universally accessible
eternal archiving

What is Enterprise 2.0?
Application of Web 2.0 within the enterprise to solve / improve internal work practises
Collection of Web 2.0 tools/platforms for increased productivity
e.g. blogs, wikis, project management tools, SAAS
Driver: remote collaboration requirements across different locations / time zones

Thank You Questions? Slides available on www.slideshare.net www.webyantra.net

Presentation Credits
http://www.slideshare.net/satyajeet_02/web-20-5316 by ‘satyajeet_02’
http://www.slideshare.net/nschock/web-20-and-the-online-conversation by ‘nschock’
http://www.slideshare.net/infe/web-20-business-models-270855 by ‘infe’
http://www.gauravonomics.com/blog/whats-wrong-with-indian-social-networking-sites/
http://jensthraenhart.com/cblog/uploads/web20.jpg
http://www.experientia.com/blog/uploads/2006/09/user_generated.jpg
http://www.state.wv.us/wvsca/clerk/rss_bbc.gif

How Organisations Can Harness The Power Of Web 20 1205670643187131 2

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