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Webmarketing - Flickr - ITESO


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Webmarketing - Flickr - ITESO

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