Highlights from the Web 2.0 Expo Conference - May 2010
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Highlights from the Web 2.0 Expo Conference
Presented by Carol CoxMay 18, 2010
http://www.web2expo.com/webexsf2010
Strategy & Business Models Track
Sessions on: News Media: Success without Google Open APIs Lead Generation Ad-Supported Communities Freemium Virtual Goods Virtual Currency and Offer Walls Behaviorally-Targeted Advertising
Plus: HTML5 vs. Flash The Internet Operating System
1. Media’s New Business Model:Success without Google
Panelists: Jessica Vascellaro (Wall Street Journal) Bernard Gershon (GershonMedia, LLC) Tristan Harris (Apture) Heidi Perry (ShareThis) Darian Shirazi (Fwix)
1. Media’s New Business Model:Success without Google
Publishers have love/hate relationship with Google
1. Media’s New Business Model:Success without Google
U-Turn Traffic
1. Media’s New Business Model:Success without Google
Publishers looking for ways to increase engagement
1. Media’s New Business Model:Success without Google
Better engagement with users from:
1. Media’s New Business Model:Success without Google
Business Models for Publishers:
Advertising (still primary)
Subscriptions
Applications
1. Media’s New Business Model:Success without Google
More targeted display ads from “social signals”
Groupon ads becoming content as well
1. Media’s New Business Model:Success without Google
Integrated and Immersive Ads
2. Open APIs:Evolve Your Business Model
API:
Application Programming Interface
Session by Sam Ramji, Sonoa
2. Open APIs:Evolve Your Business Model
Shift from Direct (buy from manufacturers)
2. Open APIs:Evolve Your Business Model
Shift from Direct (buy from manufacturers)
To Indirect (buy from retailers/middlemen)
2. Open APIs:Evolve Your Business Model
2. Open APIs:Evolve Your Business Model
Successful applications will use many different APIs
And they will take your applications everywhere.
2. Open APIs:Evolve Your Business Model
For successful companies, 80% of traffic will come from beyond the browser.
2. Open APIs:Evolve Your Business Model
Use the tail to feed the head
2. Open APIs:Evolve Your Business Model
3. Sharing is the New Lead Gen
Session by Rashmi Sinha, CEO and Co-Founder of SlideShare
3. Sharing is the New Lead Gen
Lead generation models work well on the web if done right
3. Sharing is the New Lead Gen
Wrong way = Fill out a form to get white paper/article
3. Sharing is the New Lead Gen
Better way = Don’t put up walls
3. Sharing is the New Lead Gen
LeadShare Example Pricing
3. Sharing is the New Lead Gen
Control the Loop
4. Building an Ad-SupportedBusiness Around a Community
Session by Chris Tolles, CEO of Topix.net
4. Building an Ad-SupportedBusiness Around a Community
Must get a LOT of traffic
4. Building an Ad-SupportedBusiness Around a Community
Must be distinct and be about something
4. Building an Ad-SupportedBusiness Around a Community
Why was Ning not successful?
5. How to Cash in with a Freemium Business Model
Panelists: Chris Anderson, Wired editor and author of “Free”
and “The Long Tail” Joe Kennedy, CEO of Pandora Christopher Dean, CSO of Skype Brad Jefferson, CEO of Animoto
5. How to Cash in with a Freemium Business Model
Ideal to have several tiers
5. How to Cash in with a Freemium Business Model
Need both popularity and monetization
5. How to Cash in with a Freemium Business Model
5. How to Cash in with a Freemium Business Model
Ad-supported Model
5. How to Cash in with a Freemium Business Model
Convert your heaviest users to a subscription
5. How to Cash in with a Freemium Business Model
Transparency with users is really important
6. User-Generated Virtual Goods
Session by Cary Rosenzweig, CEO of IMVU, Inc.
6. User-Generated Virtual Goods
6. User-Generated Virtual Goods
Why do people buy virtual goods?
6. User-Generated Virtual Goods
Virtual goods must have contextual meaning.
UGC site must consist of a critical mass of people who care about each other. Psychographics,
not demographics
7. How to Monetize Your Contentthrough Virtual Currency
Session by Rebecca Watson, gWallet
7. How to Monetize Your Contentthrough Virtual Currency
Digital media revenue models: Subscription/pay to play Advertising Licensing/Syndication Micro-transactions/
virtual currency
7. How to Monetize Your Contentthrough Virtual Currency
7. How to Monetize Your Contentthrough Virtual Currency
Why do users want to earn virtual currency?
7. How to Monetize Your Contentthrough Virtual Currency
Offer Wall Users can select offers to
complete and earn virtual currency (affiliate deals)
Types of Offers: Watch a video ad Complete a survey Subscribe to a newspaper or
magazine Purchase a product Trial a service or product Install an application
8. Behaviorally-Targeted Advertising
Panelists: Satya Patel (Battery
Ventures) Mathew Greitzer
(Razorfish) Fran Maier (TRUSTe) Ingrid Sanders
(TARGUSinfo) Omar Tawakol (BlueKai)
8. Behaviorally-Targeted Advertising
Re-marketing
8. Behaviorally-Targeted Advertising
Focus on a niche with long research times and/or high price items
8. Behaviorally-Targeted Advertising
Transparency and choice are key for consumers
Overall Themes
The Web as a Platform
Transition from information web (Google) to social web (Facebook)
Transparency and Openness
HTML5 vs. Flash
HTML5 advantages:
Built on the “web stack”
No plug-ins
Not proprietary
Flash advantages:
Consistency across platforms
Can access device’s web cam, mic, and P2P communication
Both HTML5 and Flash can co-exist and be successful
Session by Eric Meyer, Complex Spiral Consulting
The Internet Operating System:Keynote by Tim O’Reilly
Web as platform: Communications Identity and the
Social Graph Payment Advertising Activity Streams
Location Time (real-time) Image and Speech
Recognition Government Data
The Internet Operating System:Keynote by Tim O’Reilly
Handicapping the Internet Platform Wars:
Amazon
Apple
Microsoft
The Internet Operating System:Keynote by Tim O’Reilly
Amazon
Cloud computing platform with monetization for developers
“Thing graph” – lots of data on stuff
Fulfillment Web Service
Weaknesses: Search; Advertising; Social Graph
The Internet Operating System:Keynote by Tim O’Reilly
Apple
Building an alternative way to access info/media
Web’s first real rival as a platform
Don’t take the open web for granted
Weaknesses: no cloud platform; latecomers to advertising and location; doesn’t understand importance of data (MobileMe example)
The Internet Operating System:Keynote by Tim O’Reilly
Social Graph
Application Ecosystem
Strategy of adding value to other sites: “Create more value than you capture”
Weaknesses: Location, general purpose computing and storage platforms
The Internet Operating System:Keynote by Tim O’Reilly
Richest and most complete data subsystems
Search, ads, maps, translation, videos, payments, email, etc.
Weaknesses: anti-trust target; trying to own too much of the pie
Weaker monetization for developers
70% of Apple apps are paid
40% of Android apps are paid
The Internet Operating System:Keynote by Tim O’Reilly
Microsoft
Cloud computing platform, search, advertising, maps, speech recognition
Willingness to partner
Weakness: “Strategy tax” from legacy businesses
Thank you!
Carol Cox
@CivicLink