How organisations can harness         the power of Web 2.0 <br />NASSCOM, 14th March’ 08, New Delhi<br />
Presentation Flow<br />Web 2.0 - its genesis<br />Global Web 2.0 Trends & Business<br />Should organisations care about We...
Web 2.0 & it’s genesis<br />
Web 1.0 was Commerce<br />Web 2.0 is People<br />                             - Ross Mayfield <br />(CEO, SocialText)<br />
slightly modified…..<br />Web 0.0 was Technology <br />Web 1.0 was Commerce<br />Web 2.0 is People<br />Web 0.0 = pre Web ...
Web 1.0<br />One-way communication<br />Pretty postcards<br />“brochure-ware”<br />Internet is just another channel<br />“...
Web 1.0<br />People want human interaction<br />The Internet is NOT just another channel for broadcasting<br />The convers...
Web 2.0 – The genesis<br />The term ‘Web 2.0’ introduced by Time O’Reilly at a conference in 2004 <br />Emphasizing tools/...
Web 2.0 : Key Principles<br />Read <br />V/s <br />Read & Write<br />
Web 2.0 : Key Principles<br />User<br />Generated<br />Content<br />
Web 2.0 : Key Principles<br />Experts <br />V/s<br />Wisdom of Crowds<br />
Web 2.0 : Key Principles<br />80:20<br />V/s<br />The Long Tail<br />
Web 2.0 : Key Principles<br />…the content <br />comes to you…<br />
Global Trends in Web 2.0<br />
Global Web 2.0 Landscape<br />
Global Web 2.0 Business<br />Step 1 : Create a large/focused niche user community<br />Step 2 : Monetize once the communit...
Show me the money…..<br />><br />$15 billion<br />1.6 percent stake to Microsoft Corp. for $240 million<br />
Should organisations even care        about Web 2.0? <br />
The world we live in.. …the consumer is in control <br />
…..they have unlimited options<br />
…and are avoiding advertising<br />Do Not Call Registry<br />Pop-up Blocker<br />
Markets are Conversations<br />Companies must<br />Pay attention<br />Participate<br />
Who do consumers trust ?<br />The CEO / Ad agencies / marketers<br /> Or <br />“a person like me”<br /> i.e. other consume...
Web 2.0 has put consumers in control of the conversation<br />Every consumer is…<br />
… a publisher<br />
…a DJ<br />
…an expert<br />
…a broadcaster<br />
…an editor<br />
…a network<br />
…a critic<br />
…syndicated<br />
…if organisations want to participate in this conversation, they must acknowledge and facilitate <br />consumer control......
How organisations can <br />harness Web 2.0 ?<br />
Web 2.0 opportunities<br />Brand Building<br />promotions, advertising, events<br />Social Media / PR<br />Direct Sales <b...
Advertising / Branding<br />Internet advertising on social networks<br />banner / text ads<br />demographically targeted a...
Facebook – Targeted Advertising<br />
Viral Marketing<br />
Viral Marketing Campaign<br />any campaigns which utilize WOM marketing in digital forms.<br />Cadbury’s Gorilla Advert<br />
Advertising / Branding<br />More examples to be provided in this class.<br />
Social Media / PR<br />Blogs as a continuing conversation<br />corporate blog<br />conversation with consumers, employees,...
Blogs : Personification of the Organisation’s Human Face<br />Corporate Social <br />Responsibility<br />Corporate <br />E...
Blogs : Personification of the Organisation’s Human Face<br />CSR @ Intel<br />“Stories” always on top of the Google searc...
Blogospheric virality through widgets<br />A web widget is a portable chunk of code that can be installed and executed wit...
Mediated Product Research<br />Gather consumer insights through<br />sponsored communities on social networks<br />customi...
Direct Sales/Group Purchase<br />Direct sales through advertising<br />Lead Generation/ Sales Leads<br />
Web 2.0- Ancillary benefits <br />Lower marketing costs<br /> most things in Web 2.0 are free<br />Better than other media...
aws.amazon.com, EC2, and S3<br />
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05 web 2.0 introduction rs

  1. 1. How organisations can harness the power of Web 2.0 <br />NASSCOM, 14th March’ 08, New Delhi<br />
  2. 2. Presentation Flow<br />Web 2.0 - its genesis<br />Global Web 2.0 Trends & Business<br />Should organisations care about Web 2.0? <br />Harnessing Web 2.0 for business goals<br />What is Enterprise 2.0?<br />Presentation Credits <br />
  3. 3. Web 2.0 & it’s genesis<br />
  4. 4. Web 1.0 was Commerce<br />Web 2.0 is People<br /> - Ross Mayfield <br />(CEO, SocialText)<br />
  5. 5. slightly modified…..<br />Web 0.0 was Technology <br />Web 1.0 was Commerce<br />Web 2.0 is People<br />Web 0.0 = pre Web 1.0<br />
  6. 6. Web 1.0<br />One-way communication<br />Pretty postcards<br />“brochure-ware”<br />Internet is just another channel<br />“Corporate-speak”<br />
  7. 7. Web 1.0<br />People want human interaction<br />The Internet is NOT just another channel for broadcasting<br />The conversation went elsewhere<br />
  8. 8. Web 2.0 – The genesis<br />The term ‘Web 2.0’ introduced by Time O’Reilly at a conference in 2004 <br />Emphasizing tools/platforms that enable users to tag, blog, comment, modify, augment, rank etc.<br />Notion of The ‘Participatory Web’ <br />
  9. 9.
  10. 10. Web 2.0 : Key Principles<br />Read <br />V/s <br />Read & Write<br />
  11. 11. Web 2.0 : Key Principles<br />User<br />Generated<br />Content<br />
  12. 12. Web 2.0 : Key Principles<br />Experts <br />V/s<br />Wisdom of Crowds<br />
  13. 13. Web 2.0 : Key Principles<br />80:20<br />V/s<br />The Long Tail<br />
  14. 14. Web 2.0 : Key Principles<br />…the content <br />comes to you…<br />
  15. 15. Global Trends in Web 2.0<br />
  16. 16. Global Web 2.0 Landscape<br />
  17. 17. Global Web 2.0 Business<br />Step 1 : Create a large/focused niche user community<br />Step 2 : Monetize once the community reaches critical mass<br /> - Sell services to a large group of SMEs (Salesforce.com)<br /> - Sell data to partners (Facebook)<br /> - Get a revenue share from transactions (eBay)<br /> - Sell advertisements (Google Adwords)<br /> - Freemium: Sell premium memberships (Flickr)<br /> - Sell your company (Youtube)<br />
  18. 18. Show me the money…..<br />><br />$15 billion<br />1.6 percent stake to Microsoft Corp. for $240 million<br />
  19. 19. Should organisations even care about Web 2.0? <br />
  20. 20. The world we live in.. …the consumer is in control <br />
  21. 21. …..they have unlimited options<br />
  22. 22. …and are avoiding advertising<br />Do Not Call Registry<br />Pop-up Blocker<br />
  23. 23. Markets are Conversations<br />Companies must<br />Pay attention<br />Participate<br />
  24. 24. Who do consumers trust ?<br />The CEO / Ad agencies / marketers<br /> Or <br />“a person like me”<br /> i.e. other consumers or peers<br />Click Me<br />
  25. 25. Web 2.0 has put consumers in control of the conversation<br />Every consumer is…<br />
  26. 26. … a publisher<br />
  27. 27. …a DJ<br />
  28. 28. …an expert<br />
  29. 29. …a broadcaster<br />
  30. 30. …an editor<br />
  31. 31. …a network<br />
  32. 32. …a critic<br />
  33. 33. …syndicated<br />
  34. 34. …if organisations want to participate in this conversation, they must acknowledge and facilitate <br />consumer control...<br />
  35. 35. How organisations can <br />harness Web 2.0 ?<br />
  36. 36. Web 2.0 opportunities<br />Brand Building<br />promotions, advertising, events<br />Social Media / PR<br />Direct Sales <br />Referrals, lead generation<br />Mediated Marketing Research<br />
  37. 37. Advertising / Branding<br />Internet advertising on social networks<br />banner / text ads<br />demographically targeted audience <br />Viral Marketing campaigns <br />examples follow…..<br />
  38. 38. Facebook – Targeted Advertising<br />
  39. 39. Viral Marketing<br />
  40. 40. Viral Marketing Campaign<br />any campaigns which utilize WOM marketing in digital forms.<br />Cadbury’s Gorilla Advert<br />
  41. 41. Advertising / Branding<br />More examples to be provided in this class.<br />
  42. 42. Social Media / PR<br />Blogs as a continuing conversation<br />corporate blog<br />conversation with consumers, employees, media<br />Coverage on high traffic blogs<br />new media style PR<br />may have higher ROI than traditional media<br />Blogs as integral part of marketing strategy<br />blogosphere driven virality<br />widget strategy for rich media players <br />videos, images, slidehows, podcasts<br />examples follow…..<br />
  43. 43. Blogs : Personification of the Organisation’s Human Face<br />Corporate Social <br />Responsibility<br />Corporate <br />Environmental <br />Sensitivity<br />Customer Sensitivity<br />+<br />Behind the “Corporate <br />Wall” insights<br /> (via corporate blog)<br />
  44. 44. Blogs : Personification of the Organisation’s Human Face<br />CSR @ Intel<br />“Stories” always on top of the Google searches. <br />
  45. 45. Blogospheric virality through widgets<br />A web widget is a portable chunk of code that can be installed and executed within any separate HTML-based web page by an end user without requiring additional compilation. <br />
  46. 46. Mediated Product Research<br />Gather consumer insights through<br />sponsored communities on social networks<br />customized website or microsite<br />examples follow…..<br />
  47. 47. Direct Sales/Group Purchase<br />Direct sales through advertising<br />Lead Generation/ Sales Leads<br />
  48. 48. Web 2.0- Ancillary benefits <br />Lower marketing costs<br /> most things in Web 2.0 are free<br />Better than other media vehicles<br />lower perishability & long tailed search<br />always on, universally accessible<br />eternal archiving<br />
  49. 49. aws.amazon.com, EC2, and S3<br />
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