how organisations can harness the power of web 20

Lessons learnt in creating SlideShare

How organisations can harness the power of Web 2.0

NASSCOM, 14th March’ 08, New Delhi

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

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 ?

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?

for photos

for video

for presentations

Global social sharing site

Cartoons Paintings Humor

Love Songs

Talk slides

Images of womenSermons Standalone presentations

Activism Lesson plansMovie reviewsMother’s day cards

What people use SlideShare for?

Web 2.0 & it’s genesis

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…..

Web 1.0 was Commerce

Web 2.0 is People

- Ross Mayfield

(CEO, SocialText)

Web 0.0 was Technology

Web 1.0 was Commerce

Web 2.0 is People

Web 0.0 = pre Web 1.0

slightly modified…..

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’

Web 2.0 : Key Principles

Read V/s

Read & Write

UserGenerated

Content

Web 2.0 : Key Principles

Web 2.0 : Key Principles

Experts V/s

Wisdom of Crowds

80:20V/s

The Long Tail

Web 2.0 : Key Principles

Web 2.0 : Key Principles

…the content comes to you…

Global Trends in Web 2.0

Global Web 2.0 Landscape

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)

Show me the money…..

> $15 billion

Early trends in Indian Web 2.0

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

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

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

Are these websites Web 2.0 ?

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

….Rediff is not Web 2.0 but

makes generous use it..

MakeMyTrip is not, but OkTataByeBye is Web 2.0….

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

Should organisations even care about Web 2.0?

The world we live in..

…the consumer is in control

…..they have unlimited options

…and are avoiding advertising

Pop-up Blocker Do Not Call Registry

Markets are Conversations

Companies must– Pay attention– Participate

Who do consumers trust ?

The CEO / Ad agencies / marketers

Or

“a person like me”

i.e. other consumers or peers

Web 2.0 has put consumers in control of the conversation

Every consumer is…

… a publisher

…a DJ

…an expert

…a broadcaster

…an editor

…a network

…a critic

…if organisations want to participate in this conversation, they must acknowledge and facilitate

consumer control...

How organisations can

harness Web 2.0 ?

Web 2.0 opportunities

Brand Building– promotions, advertising, events

Social Media / PR Direct Sales

– Referrals, lead generation Mediated Marketing Research

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…..

Facebook – Targeted Advertising

Viral Marketing Campaign

Makaan’s “Kahani Mein Twist” Viral Campaign

Celebrity Endorsed Communities

IBIBO’s Ravi Shastri Sawaal Channel

Yahoo’s Sunil Gavaskar Podcasting Channel

Celebrity Branded Channels

Co-Branded Events

SaReGaMa’s Branded Contest on Rediff iShare

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…..

Corporate Social Responsibility

Corporate Environmental

Sensitivity

Customer Sensitivity+

Behind the “Corporate Wall” insights

(via corporate blog)

Blogs : Personification of the Organisation’s Human Face

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…

Blogs as Mainstream Media

Blogospheric virality through widgets

Mediated Product Research

Gather consumer insights through– sponsored communities on social networks– customized website or microsite

examples follow…..

SunSilk Gang of Girls(Hindustan Levers)

FaceBook Page – Force India F1

Direct Sales

Direct sales through advertising Lead Generation/ Sales Leads

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

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

Thank You

Questions?

Slides available on

www.slideshare.net www.webyantra.net

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