Harshil Karia

Web 2.0, Social Media& Digital MarketingWhat, Why, How, When?Harshil Karia

A Little Bit About MeI LikeBe‘Foxy’ By!"#$$%&$'!"#$%&'()*&!"#$%&"'(")*%"Im not really much older than you and i’d like to learn a lot as well!

LETS TALKWHAT IS WEB 2.0?HOW IS SOCIAL MEDIA RELEVANT TO WEB 2.0CHANGEMEDIA SCENARIOCONSUMERSUSAGE & ATTITUDE

Emphasizing tools and platforms thatenable the user to Tag, Blog, Comment,Modify, Augment, Rank, etc.Sure you’ve seen this many times - Lets really figure it out!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.

Nokia - N82, Video FilmsMyntraAll consumers are talking about brands on Social Media in any case - generating contentReal Activ, Depot, DeskAway(Google, Facebook, and Apple - all have unofficial‘Official’ Blogs)

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 HaveAbout 25 Million ‘Daily’ Users according to JuxtConsultAnywhere between 42 - 49 Million people whohave used the Internet at least once81% ‘interact’ on Social Media - still no real cluesas to how much of that interaction is brokendown into ‘creating’, ‘catalyzing’, and passivelyobserving.

India’s Creation Quotient is lowPassiveStill SocialOpportunity for brands to createcompelling content and provide easysharing avenues(Some of them are doing that)Juxt Consult Report

Zapak & C2W ViralsWhat do you make of them?http://www.youtube.com/watch?v=p3TS3wUWk40http://www.youtube.com/watch?v=f0Y4FHTTHDU

http://www.youtube.com/watch?v=6h3G-lMZxjoFew more InternationalViralsPosted on YouTube by someone calling himself ParkRidge-47, this attack ad changed the rules of politicalengagement in Election 2008. The video mashestogether a classic 1984 Apple ad with recent footage ofHillary Clinton giving a speech. Clinton is portrayed as aBig Brother character and Democratic voters aszombie-like followers. The tag line touts Barack Obamaas an alternative to Clinton. Park Ridge-47 turned outto be an employee of an online communications firm

http://www.youtube.com/watch?v=nEqwKNNQBwc

Daft Punk Viralhttp://www.youtube.com/watch?v=K2cYWfq--Nw

If brands are willingto be in social mediafor the long term, lasting properties canbe built. Consumers like to see ads - theywant the brand to talk ‘with’ them, nottalk TO themBuild your start - up’s social media realestate everyday (SMS Gupshup?)

Branding becomesentertainmentBMW Filmshttp://www.youtube.com/watch?v=e3R9IpAQ6xo

ROADIES SOCIAL MEDIAFrom Presence to Engagement to EvangilismCommunity(1.67 L)Profile SkinsBattleground

Branding Through Stages

Social Mediais affecting search as well

Social Media Makes Brands MoreSearchable, More Human -Piggybanking on the success ofproperties that host themSame Story At Google

Social MediaInternationallyScanning Your Brand AcrossSocial Media“What are people saying,feeling, thinking?”Understanding top influencersScoring and tracking attributes,words or phrases associated witha brandWatching competitive brandsand using a comparative graphto track share of voiceDell is using this to speak with customers,tweak the product and change its image

Social Media as the next bigthing 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 SocialMediaToday Social Media on Mobile is throughMobile Communities - Less 2.0 because oflogical reasons

SMSBluetoothBangalore Royal ChallengersTill Bluetooth is replaced by a morerobust and ubiquitous delivery channel

GPS and Network Based Possibilities(combine that with touch, feel etc.)

India MediaForecastsWe are still a TV Mad country – be very aware of that,make your product for the international market with highscope for localization – SlideShare, Deskaway

http://www.foxymoron.orghttp://www.theconstantobserver.blogspot.comhttp://www.twitter.com/harshilkariaThank Youharshil@foxymoron.org