1. How organisations can harness the power of Web 2.0 NASSCOM, 14th March’ 08, New Delhi

2. 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

3. Web 2.0 & it’s genesis

4. Web 1.0 was Commerce Web 2.0 is People - Ross Mayfield (CEO, SocialText)

5. slightly modified….. Web 0.0 was Technology Web 1.0 was Commerce Web 2.0 is People Web 0.0 = pre Web 1.0

6. Web 1.0 One-way communication Pretty postcards “brochure-ware” Internet is just another channel “Corporate-speak”

7. Web 1.0 People want human interaction The Internet is NOT just another channel for broadcasting The conversation went elsewhere

8. 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’

10. Web 2.0 : Key Principles Read V/s Read & Write

11. Web 2.0 : Key Principles User Generated Content

12. Web 2.0 : Key Principles Experts V/s Wisdom of Crowds

13. Web 2.0 : Key Principles 80:20 V/s The Long Tail

14. Web 2.0 : Key Principles …the content comes to you…

15. Global Trends in Web 2.0

16. Global Web 2.0 Landscape

17. 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)

18. Show me the money….. > $15 billion 1.6 percent stake to Microsoft Corp. for $240 million

19. Should organisations even care about Web 2.0?

20. The world we live in.. …the consumer is in control

21. …..they have unlimited options

22. …and are avoiding advertising Do Not Call Registry Pop-up Blocker

23. Markets are Conversations Companies must Pay attention Participate

24. Who do consumers trust ? The CEO / Ad agencies / marketers Or “a person like me” i.e. other consumers or peers Click Me

25. Web 2.0 has put consumers in control of the conversation Every consumer is…

26. … a publisher

27. …a DJ

28. …an expert

29. …a broadcaster

30. …an editor

31. …a network

32. …a critic

33. …syndicated

34. …if organisations want to participate in this conversation, they must acknowledge and facilitate consumer control...

35. How organisations can harness Web 2.0 ?

36. Web 2.0 opportunities Brand Building promotions, advertising, events Social Media / PR Direct Sales Referrals, lead generation Mediated Marketing Research

37. Advertising / Branding Internet advertising on social networks banner / text ads demographically targeted audience Viral Marketing campaigns examples follow…..

38. Facebook – Targeted Advertising

39. Viral Marketing

40. Viral Marketing Campaign any campaigns which utilize WOM marketing in digital forms. Cadbury’s Gorilla Advert

41. Advertising / Branding More examples to be provided in this class.

42. 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…..

43. Blogs : Personification of the Organisation’s Human Face Corporate Social Responsibility Corporate Environmental Sensitivity Customer Sensitivity + Behind the “Corporate Wall” insights (via corporate blog)

44. Blogs : Personification of the Organisation’s Human Face CSR @ Intel “Stories” always on top of the Google searches.

45. Blogospheric virality through widgets A 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.

46. Mediated Product Research Gather consumer insights through sponsored communities on social networks customized website or microsite examples follow…..

47. Direct Sales/Group Purchase Direct sales through advertising Lead Generation/ Sales Leads

48. 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

49. aws.amazon.com, EC2, and S3