Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

05 web 2.0 introduction rs

786 views

Published on

  • Be the first to comment

  • Be the first to like this

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 />

×