How organisations can harness the power of Web 2.0?
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Lessons learnt in creating SlideShare
How organisations can harness the power of Web 2.0
NASSCOM, 14th March’ 08, New Delhi
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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
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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 ?
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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?
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for photos
for video
for presentations
Global social sharing site
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Cartoons Paintings Humor
Love Songs
Talk slides
Images of womenSermons Standalone presentations
Activism Lesson plansMovie reviewsMother’s day cards
What people use SlideShare for?
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Web 2.0 & it’s genesis
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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…..
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Web 1.0 was Commerce
Web 2.0 is People
- Ross Mayfield
(CEO, SocialText)
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Web 0.0 was Technology
Web 1.0 was Commerce
Web 2.0 is People
Web 0.0 = pre Web 1.0
slightly modified…..
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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’
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Web 2.0 : Key Principles
Read V/s
Read & Write
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UserGenerated
Content
Web 2.0 : Key Principles
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Web 2.0 : Key Principles
Experts V/s
Wisdom of Crowds
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80:20V/s
The Long Tail
Web 2.0 : Key Principles
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Web 2.0 : Key Principles
…the content comes to you…
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Global Trends in Web 2.0
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Global Web 2.0 Landscape
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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)
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Show me the money…..
> $15 billion
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Early trends in Indian Web 2.0
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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
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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
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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
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Are these websites Web 2.0 ?
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Naukri.com is not, but Brijj is Web 2.0….
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….Rediff is not Web 2.0 but
makes generous use it..
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MakeMyTrip is not, but OkTataByeBye is Web 2.0….
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Web2.0 websites with transactional (Web 1.0) business models
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Should organisations even care about Web 2.0?
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The world we live in..
…the consumer is in control
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…..they have unlimited options
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…and are avoiding advertising
Pop-up Blocker Do Not Call Registry
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Markets are Conversations
Companies must– Pay attention– Participate
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Who do consumers trust ?
The CEO / Ad agencies / marketers
Or
“a person like me”
i.e. other consumers or peers
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Web 2.0 has put consumers in control of the conversation
Every consumer is…
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… a publisher
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…a DJ
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…an expert
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…a broadcaster
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…an editor
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…a network
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…a critic
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…if organisations want to participate in this conversation, they must acknowledge and facilitate
consumer control...
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How organisations can
harness Web 2.0 ?
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Web 2.0 opportunities
Brand Building– promotions, advertising, events
Social Media / PR Direct Sales
– Referrals, lead generation Mediated Marketing Research
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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…..
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Facebook – Targeted Advertising
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Viral Marketing Campaign
Makaan’s “Kahani Mein Twist” Viral Campaign
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Celebrity Endorsed Communities
IBIBO’s Ravi Shastri Sawaal Channel
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Yahoo’s Sunil Gavaskar Podcasting Channel
Celebrity Branded Channels
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Co-Branded Events
SaReGaMa’s Branded Contest on Rediff iShare
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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…..
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Corporate Social Responsibility
Corporate Environmental
Sensitivity
Customer Sensitivity+
Behind the “Corporate Wall” insights
(via corporate blog)
Blogs : Personification of the Organisation’s Human Face
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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…
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Blogs as Mainstream Media
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Blogospheric virality through widgets
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Mediated Product Research
Gather consumer insights through– sponsored communities on social networks– customized website or microsite
examples follow…..
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SunSilk Gang of Girls(Hindustan Levers)
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FaceBook Page – Force India F1
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Direct Sales
Direct sales through advertising Lead Generation/ Sales Leads
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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
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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
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Thank You
Questions?
Slides available on
www.slideshare.net www.webyantra.net
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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