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Slide 1: How organisations can harness the power of Web 2.0 NASSCOM, 14th March’ 08, New Delhi Lessons learnt in creating SlideShare
Slide 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
Slide 3: Who am I ?  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
Slide 4: What is SlideShare?  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
Slide 5: Global social sharing site for photos for video for presentations
Slide 6: What people use SlideShare for? Activism Mother’s day cards Movie reviews Lesson plans Cartoons Paintings Humor Talk slides Sermons Standalone presentations Love Songs Images of women
Slide 7: Web 2.0 & it’s genesis
Slide 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…..
Slide 9: Web 1.0 was Commerce Web 2.0 is People - Ross Mayfield (CEO, SocialText)
Slide 10: slightly modified….. Web 0.0 was Technology Web 1.0 was Commerce Web 2.0 is People Web 0.0 = pre Web 1.0
Slide 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’
Slide 12: Web 2.0 : Key Principles Read V/s Read & Write
Slide 13: Web 2.0 : Key Principles User Generated Content
Slide 14: Web 2.0 : Key Principles Experts V/s Wisdom of Crowds
Slide 15: Web 2.0 : Key Principles 80:20 V/s The Long Tail
Slide 16: Web 2.0 : Key Principles …the content comes to you…
Slide 17: Global Trends in Web 2.0
Slide 18: Global Web 2.0 Landscape
Slide 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)
Slide 20: Show me the money….. > $15 billion
Slide 21: Early trends in Indian Web 2.0
Slide 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
Slide 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
Slide 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
Slide 25: Are these websites Web 2.0 ?
Slide 26: Naukri.com is not, but Brijj is Web 2.0….
Slide 27: ….Rediff is not Web 2.0 but makes generous use it..
Slide 28: MakeMyTrip is not, but OkTataByeBye is Web 2.0….
Slide 29: Web2.0 websites with transactional (Web 1.0) business models
Slide 30: Should organisations even care about Web 2.0?
Slide 31: The world we live in.. …the consumer is in control
Slide 32: …..they have unlimited options
Slide 33: …and are avoiding advertising Pop-up Blocker Do Not Call Registry
Slide 34: Markets are Conversations  Companies must – Pay attention – Participate
Slide 35: Who do consumers trust ? The CEO / Ad agencies / marketers Or “a person like me” i.e. other consumers or peers
Slide 36: Web 2.0 has put consumers in control of the conversation Every consumer is…
Slide 37: … a publisher
Slide 38: …a DJ
Slide 39: …an expert
Slide 40: …a broadcaster
Slide 41: …an editor
Slide 42: …a network
Slide 43: …a critic
Slide 44: …if organisations want to participate in this conversation, they must acknowledge and facilitate consumer control...
Slide 45: How organisations can harness Web 2.0 ?
Slide 46: Web 2.0 opportunities  Brand Building – promotions, advertising, events  Social Media / PR  Direct Sales – Referrals, lead generation  Mediated Marketing Research
Slide 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…..
Slide 48: Facebook – Targeted Advertising
Slide 49: Viral Marketing Campaign Makaan’s “Kahani Mein Twist” Viral Campaign
Slide 50: Celebrity Endorsed Communities IBIBO’s Ravi Shastri Sawaal Channel
Slide 51: Celebrity Branded Channels Yahoo’s Sunil Gavaskar Podcasting Channel
Slide 52: Co-Branded Events SaReGaMa’s Branded Contest on Rediff iShare
Slide 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…..
Slide 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)
Slide 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…
Slide 56: Blogs as Mainstream Media
Slide 57: Blogospheric virality through widgets
Slide 58: Mediated Product Research  Gather consumer insights through – sponsored communities on social networks – customized website or microsite examples follow…..
Slide 59: SunSilk Gang of Girls (Hindustan Levers)
Slide 60: FaceBook Page – Force India F1
Slide 61: Direct Sales  Direct sales through advertising  Lead Generation/ Sales Leads
Slide 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
Slide 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
Slide 64: Thank You Questions? Slides available on www.slideshare.net www.webyantra.net
Slide 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