Web 2.0 & Social Media: An Overview
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21-Oct-2014 -
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Transcript of Web 2.0 & Social Media: An Overview
Web 2.0, Social Media & Digital Marketing
What, Why, How, When?
Harshil Karia
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A Little Bit About Me
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I Like
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Be‘Foxy’ By
Im not really much older than you and i’d like to learn a lot as well!
LETS TALK
CHANGE CONSUMERSMEDIA SCENARIO USAGE & ATTITUDE
WHAT IS WEB 2.0?HOW IS SOCIAL MEDIA RELEVANT TO WEB 2.0
Sure you’ve seen this many times - Lets really figure it out!
Emphasizing tools and platforms that enable the user to Tag, Blog, Comment, Modify, Augment, Rank, etc.
The more explicit synonym of "Participatory Web"
Here’s What i Do Everyday
Browser is the OS. Technology is Collaborative.
Users are sharing everything they do. Surfing is social surfing.
The evolved users have multiple online lives. Online & offline lives vary for many.
Real Activ, Depot, DeskAway(Google, Facebook, and Apple - all have unofficial
‘Official’ Blogs)
Nokia - N82, Video FilmsMyntra
All consumers are talking about brands on Social Media in any case - generating content
Fragmented communities coming together - more sharing. Change in sociology
Cross Border Collaboration
This is what we have establishedSO NOW WHAT?
Lets look atThe Indian Consumer WRT Social Media
We Have
About 25 Million ‘Daily’ Users according to Juxt Consult
Anywhere between 42 - 49 Million people who have used the Internet at least once
81% ‘interact’ on Social Media - still no real clues as to how much of that interaction is broken down into ‘creating’, ‘catalyzing’, and passively observing.
Juxt Consult Report
India’s Creation Quotient is low
PassiveStill Social
Opportunity for brands to create compelling content and provide easy
sharing avenues(Some of them are doing that)
Zapak & C2W ViralsWhat do you make of them?
http://www.youtube.com/watch?v=p3TS3wUWk40
http://www.youtube.com/watch?v=f0Y4FHTTHDU
Few more International Virals
Posted on YouTube by someone calling himself Park Ridge-47, this attack ad changed the rules of political
engagement in Election 2008. The video mashes together a classic 1984 Apple ad with recent footage of Hillary Clinton giving a speech. Clinton is portrayed as a
Big Brother character and Democratic voters as zombie-like followers. The tag line touts Barack Obama as an alternative to Clinton. Park Ridge-47 turned out to be an employee of an online communications firm
http://www.youtube.com/watch?v=6h3G-lMZxjo
http://www.youtube.com/watch?v=nEqwKNNQBwc
Daft Punk Viralhttp://www.youtube.com/watch?v=K2cYWfq--Nw
If brands are willing to be in social media
for the long term, lasting properties can be built. Consumers like to see ads - they want the brand to talk ‘with’ them, not
talk TO them Build your start - up’s social media real
estate everyday (SMS Gupshup?)
Branding becomes entertainment
BMW Films
http://www.youtube.com/watch?v=e3R9IpAQ6xo
ROADIES SOCIAL MEDIA From Presence to Engagement to Evangilism
Community(1.67 L)
Profile Skins Battleground
Branding Through Stages
Social Media is affecting search as well
Same Story At Google
Social Media Makes Brands More Searchable, More Human -
Piggybanking on the success of properties that host them
Social Media Internationally
Scanning Your Brand Across Social Media
“What are people saying, feeling, thinking?”
Understanding top influencers
Scoring and tracking attributes, words or phrases associated with
a brand
Watching competitive brands and using a comparative graph
to track share of voice
Dell is using this to speak with customers, tweak the product and change its image
Social Media as the next big thing in India?
http://www.gauravonomics.com/blog/next-big-thing-social-media-outsourcing-smo/
http://www.gauravonomics.com/blog/next-big-thing-social-media-outsourcing-smo-part-2-of-2/
AS WE PROGRESSMobile will be the epicenter of Social
Media
Today Social Media on Mobile is through Mobile Communities - Less 2.0 because of
logical reasons
SMS Bluetooth
Bangalore Royal Challengers
Till Bluetooth is replaced by a more robust and ubiquitous delivery channel
GPS and Network Based Possibilities(combine that with touch, feel etc.)
India Media Forecasts
We are still a TV Mad country – be very aware of that, make your product for the international market with high
scope for localization – SlideShare, Deskaway
Thank [email protected]
http://www.foxymoron.orghttp://www.theconstantobserver.blogspot.com
http://www.twitter.com/harshilkaria