How organisations can harness the power of Web 2.0

NASSCOM, 14th March’ 08, New Delhi

Presentation Flow

Web 2.0 - its genesis Global Web 2.0 Trends & Business Should organisations care about Web 2.0? Harnessing Web 2.0 for business goals What is Enterprise 2.0? Presentation Credits

Web 2.0 & it’s genesis

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 1.0

One-way communicationPretty postcards “brochure-ware” Internet is just another

channel “Corporate-speak”

Web 1.0

People want human interaction

The Internet is NOT just another channel for broadcasting

The conversation went elsewhere

Web 2.0 – The genesis

The term ‘Web 2.0’ introduced by Time O’Reilly at a conference in 2004

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

Step 1 : Create a large/focused niche user community

Step 2 : Monetize once the community reaches critical mass

- 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

1.6 percent stake to Microsoft Corp. for $240 million

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

Click Me

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

…syndicated

…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

examples follow…..

Facebook – Targeted Advertising

Viral Marketing

Viral Marketing Campaign

any campaigns which utilize WOM marketing in digital forms.–Cadbury’s Gorilla Advert

Advertising / Branding

More examples to be provided in this class.

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

Blogs : Personification of the Organisation’s Human Face

CSR @ Intel “Stories” always on top of the Google

searches.

Blogospheric virality through widgetsA web widget is a portable chunk of code that

can be installed and executed within any separate HTML-based web page by an end

user without requiring additional compilation.

Mediated Product Research

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

examples follow…..

Direct Sales/Group Purchase

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

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