The document presents a comprehensive overview of Web 2.0 and its implications for organizations, highlighting its evolution, trends, and potential business models. It discusses the role of user-generated content, the importance of community engagement, and the shift in consumer control over marketing conversations. Additionally, the document emphasizes the need for organizations to leverage Web 2.0 tools and strategies, such as social media and blogs, to enhance brand visibility and consumer interaction.

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

2. 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

3. 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 ?

4. 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?

5. Global social sharing site for photos for video for presentations

6. 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?

7. Web 2.0 & it’s genesis

8. 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…..

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

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

11. 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’

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

13. User Generated Content Web 2.0 : Key Principles

14. Web 2.0 : Key Principles Experts V/s Wisdom of Crowds

15. 80:20 V/s The Long Tail Web 2.0 : Key Principles

16. Web 2.0 : Key Principles … the content comes to you…

17. Global Trends in Web 2.0

18. Global Web 2.0 Landscape

19. 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)

20. Show me the money….. > $15 billion

21. Early trends in Indian Web 2.0

22. 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

23. 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

24. 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

25. Are these websites Web 2.0 ?

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

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

28. MakeMyTrip is not, but OkTataByeBye is Web 2.0….

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

30. Should organisations even care about Web 2.0?

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

32. … ..they have unlimited options

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

34. Companies must Pay attention Participate Markets are Conversations

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

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

37. … a publisher

38. … a DJ

39. … an expert

40. … a broadcaster

41. … an editor

42. … a network

43. … a critic

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

45. How organisations can harness Web 2.0 ?

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

47. 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…..

48. Facebook – Targeted Advertising

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

50. IBIBO’s Ravi Shastri Sawaal Channel Celebrity Endorsed Communities

51. Yahoo’s Sunil Gavaskar Podcasting Channel Celebrity Branded Channels

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

53. 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 examples follow…..

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

55. 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…

56. Blogs as Mainstream Media

57. Blogospheric virality through widgets

58. Mediated Product Research Gather consumer insights through sponsored communities on social networks customized website or microsite examples follow…..

59. SunSilk Gang of Girls (Hindustan Levers)

60. FaceBook Page – Force India F1

61. Direct Sales Direct sales through advertising Lead Generation/ Sales Leads

62. 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

63. 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

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

65. 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