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 Youharshil@foxymoron.org

http://www.foxymoron.orghttp://www.theconstantobserver.blogspot.com

http://www.twitter.com/harshilkaria