Innovation and Strategy in Web 2.0: Application Marketing


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Gave a talk in Montreal on social networks, applications and marketing tips. It's heavy 'purple koolaide' but the middle part might be helpful to those of you working on viral apps. Great resources on the topic include:

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  • Innovation and Strategy in Web 2.0: Application Marketing

    1. 1. Innovation and Strategy In Web 2.0 Robyn Tippins Community Manager, YDN [email_address]
    2. 4. Why?
    3. 5. Source: Universal McCann Wave 3 (April 2008) 83% 55% Where are your customers?
    4. 6. Source: Universal McCann Wave 3 (April 2008) 83% 55% Where are your customers?
    5. 7. How?
    6. 8. Viral
    7. 9. Forced Invite
    8. 10. Invite After Action
    9. 11. Lifestream actions
    10. 12. Lifestream actions
    11. 13. Additional Efforts
    12. 15. 1:1
    13. 16. Value
    14. 18. Objective "You can build a great application that is used by millions of people, but if it doesn’t help you with your business, what’s the point?" Neil Patel, Search Engine Land
    15. 19. Where?
    16. 21. <ul><li>#1 in 7 verticals </li></ul><ul><li>18 of Yahoo’s products are #1 or #2 in their category </li></ul><ul><li>600M unique visitors a month, 260M signed in </li></ul><ul><li>180B page views per month </li></ul><ul><li>235B user minutes a month </li></ul><ul><li>Over 10B user relationships </li></ul>
    17. 22. Yahoo! Developer Network <ul><li>Created in early 2005 with the launch of Yahoo!’s first Search APIs </li></ul><ul><li>Over 30 APIs and web services offered today </li></ul><ul><li>Over 250k API keys issued </li></ul><ul><li>Key resources: </li></ul><ul><ul><li>Documentation </li></ul></ul><ul><ul><li>Developer language centers </li></ul></ul><ul><ul><li>Message boards/forums </li></ul></ul><ul><ul><li>User interface patterns </li></ul></ul><ul><ul><li>Code samples and developer kits </li></ul></ul><ul><ul><li>Blog & video </li></ul></ul>
    18. 23. Developer Outreach 2008 <ul><li>Launches </li></ul><ul><ul><li>OpenID </li></ul></ul><ul><ul><li>Flash Maps </li></ul></ul><ul><ul><li>Y!Live </li></ul></ul><ul><ul><li>Developer tools – R3 </li></ul></ul><ul><ul><li>MyBlogLog API </li></ul></ul><ul><ul><li>Fire Eagle </li></ul></ul><ul><ul><li>Silverlight Developer Center </li></ul></ul><ul><ul><li>Taiwan Lifestyles API </li></ul></ul><ul><ul><li>Hot Jobs API </li></ul></ul><ul><ul><li>BrowserPlus </li></ul></ul><ul><ul><li>GeoPlanet </li></ul></ul><ul><ul><li>Address Book </li></ul></ul><ul><ul><li>SearchMonkey </li></ul></ul><ul><ul><li>Design Stencils </li></ul></ul><ul><ul><li>Blueprint (mobile) </li></ul></ul><ul><ul><li>BOSS </li></ul></ul><ul><li>Original Content </li></ul><ul><ul><li>34 videos in YDN theater </li></ul></ul><ul><ul><li>112 blog posts </li></ul></ul><ul><li>Website Infrastructure </li></ul><ul><ul><li>New website launch </li></ul></ul><ul><ul><li>Launch of unified message boards </li></ul></ul><ul><ul><li>CRM system deployment </li></ul></ul><ul><li>Events produced and/or sponsored (partial list) </li></ul><ul><ul><li>eTech </li></ul></ul><ul><ul><li>GSP </li></ul></ul><ul><ul><li>Memcached Hackathon </li></ul></ul><ul><ul><li>Hadoop Summit </li></ul></ul><ul><ul><li>YUI Party (Sunnyvale + London) </li></ul></ul><ul><ul><li>Mashup Camp </li></ul></ul><ul><ul><li>SxSW: core conversation on reputation and identity </li></ul></ul><ul><ul><li>BayCHI - social patterns talk </li></ul></ul><ul><ul><li>IA Summit </li></ul></ul><ul><ul><li>Brighton Barcamp (UK) </li></ul></ul><ul><ul><li>Social Innovation Camp (UK) </li></ul></ul><ul><ul><li>Over-the-air (UK) </li></ul></ul><ul><ul><li>Web 2.0 Expo </li></ul></ul><ul><ul><li>Where 2.0 </li></ul></ul><ul><ul><li>Internet Identity Workshop (IIW) </li></ul></ul><ul><ul><li>Maker Day </li></ul></ul><ul><ul><li>Mapping Party (State of the Map) </li></ul></ul><ul><ul><li>Online Community Forum </li></ul></ul><ul><ul><li>BarCamp Northeast (UK) </li></ul></ul><ul><ul><li>London Web Week (UK) </li></ul></ul><ul><ul><li>9 th Information Architecture Summit </li></ul></ul><ul><ul><li>Hadoop Meet-up </li></ul></ul><ul><ul><li>OAuth Summit </li></ul></ul><ul><ul><li>Asia Pacific Web Tech Conf (HK) </li></ul></ul><ul><ul><li>Aussie Girl Geek Dinner </li></ul></ul><ul><ul><li>Open Source Conference (Turkey) </li></ul></ul><ul><ul><li>SearchMonkey Launch Events (Paris + London) </li></ul></ul><ul><ul><li>OSCON </li></ul></ul><ul><ul><li>360 Flex </li></ul></ul><ul><ul><li>Flashforward </li></ul></ul>
    19. 24. YDN Fall 2008 International Events <ul><li>Europe </li></ul><ul><li>Hadoop user group, London </li></ul><ul><li>SearchMonkey event, Munich </li></ul><ul><li>Fronteers Conference, Amsterdam </li></ul><ul><li>dContruct, Brighton </li></ul><ul><li>Brighton and London Barcamps </li></ul><ul><li>Scripting Accessibility Hack Event, London </li></ul><ul><li>Flash on the Beach, Brighton </li></ul><ul><li>BOSS Developer Event </li></ul><ul><li>Canada and Mexico </li></ul><ul><li>“ Software Systems for the Internet” course at a Mexico City university </li></ul><ul><li>University Hack Day (@ Waterloo) </li></ul><ul><li>Turkey </li></ul><ul><li>RiaTalks Web Developer conference </li></ul><ul><li>IEEE meeting, Cukurova University </li></ul><ul><li>Romania </li></ul><ul><li>Semantic Web Lab </li></ul><ul><li>Wurbe Event </li></ul><ul><li>Online Coding Competition </li></ul><ul><li>SE Asia </li></ul><ul><li>Barcamp Manila </li></ul><ul><li>Developer’s Night at the Loof </li></ul><ul><li>Developer’s Night in Manila </li></ul><ul><li>Flex User Group </li></ul><ul><li>Vietnam ICT in Education </li></ul><ul><li>PHP Users Group, Singapore </li></ul><ul><li>BOSS Developer Event </li></ul><ul><li>LatAm </li></ul><ul><li>Refresh Miami local developer group </li></ul><ul><li>Brazil Open Hack Day </li></ul><ul><li>India </li></ul><ul><li>BOSS stealth mode launch </li></ul><ul><li>Open Hack Day in Q4 </li></ul><ul><li>Korea </li></ul><ul><li>Hadoop community meeting </li></ul><ul><li>Y! Korea Map Day Conference </li></ul><ul><li>Taiwan </li></ul><ul><li>Open Hack Day </li></ul><ul><li>COSCUP </li></ul><ul><li>Open ID user group </li></ul><ul><li>Open Mail Hack Week </li></ul><ul><li>Australia </li></ul><ul><li>Squid-cache meetup </li></ul><ul><li>Tech Talks – University of NSW </li></ul>
    20. 25. <ul><li>Celebrate innovation </li></ul><ul><li>Share open technologies </li></ul><ul><li>Bring people together in the spirit of collaboration and fun </li></ul>
    21. 26. Open HackDay by the numbers 12-13 14 300 30 8 2300+ th of September (Friday-Saturday) participating Yahoo! organizations hackers international attendees university hack day winners Flickr photos tagged OpenHack08 43 campsites
    22. 27. Participating Y! Groups
    23. 28. Example Participating Organizations
    24. 29. Popular YDN Products YUI <ul><li>Over 1.1 billion files served each week </li></ul><ul><li>Over 11,000 people registered in YUI forums </li></ul>flickr <ul><li>Second most popular API in the world </li></ul><ul><li>Over 100K API keys issued </li></ul>Search <ul><li>SearchMonkey: first developer access to search results pages </li></ul><ul><li>BOSS: full access to all search functionality </li></ul>Maps-Geo <ul><li>Most popular Flash Maps API </li></ul><ul><li>Where-on-Earth IDs for every place on Earth </li></ul>Address Book <ul><li>500 million address books </li></ul><ul><li>150 million unique users each month </li></ul>
    25. 30. How We Help