highlights from the web 2.0 expo conference - may 2010

58
S Highlights from the Web 2.0 Expo Conference Presented by Carol Cox May 18, 2010 http://www.web2expo.com/ webexsf2010

Upload: intermedia4web

Post on 01-Nov-2014

913 views

Category:

Technology


3 download

DESCRIPTION

Highlights from the sessions I attended at the Web 2.0 Expo conference in San Francisco in May 2010.

TRANSCRIPT

Page 1: Highlights from the Web 2.0 Expo Conference - May 2010

S

Highlights from the Web 2.0 Expo Conference

Presented by Carol CoxMay 18, 2010

http://www.web2expo.com/webexsf2010

Page 2: Highlights from the Web 2.0 Expo Conference - May 2010

Strategy & Business Models Track

Sessions on: News Media: Success without Google Open APIs Lead Generation Ad-Supported Communities Freemium Virtual Goods Virtual Currency and Offer Walls Behaviorally-Targeted Advertising

Plus: HTML5 vs. Flash The Internet Operating System

Page 3: Highlights from the Web 2.0 Expo Conference - May 2010

1. Media’s New Business Model:Success without Google

Panelists: Jessica Vascellaro (Wall Street Journal) Bernard Gershon (GershonMedia, LLC) Tristan Harris (Apture) Heidi Perry (ShareThis) Darian Shirazi (Fwix)

Page 4: Highlights from the Web 2.0 Expo Conference - May 2010

1. Media’s New Business Model:Success without Google

Publishers have love/hate relationship with Google

Page 5: Highlights from the Web 2.0 Expo Conference - May 2010

1. Media’s New Business Model:Success without Google

U-Turn Traffic

Page 6: Highlights from the Web 2.0 Expo Conference - May 2010

1. Media’s New Business Model:Success without Google

Publishers looking for ways to increase engagement

Page 7: Highlights from the Web 2.0 Expo Conference - May 2010

1. Media’s New Business Model:Success without Google

Better engagement with users from:

Page 8: Highlights from the Web 2.0 Expo Conference - May 2010

1. Media’s New Business Model:Success without Google

Business Models for Publishers:

Advertising (still primary)

Subscriptions

Applications

Page 9: Highlights from the Web 2.0 Expo Conference - May 2010

1. Media’s New Business Model:Success without Google

More targeted display ads from “social signals”

Groupon ads becoming content as well

Page 10: Highlights from the Web 2.0 Expo Conference - May 2010

1. Media’s New Business Model:Success without Google

Integrated and Immersive Ads

Page 11: Highlights from the Web 2.0 Expo Conference - May 2010

2. Open APIs:Evolve Your Business Model

API:

Application Programming Interface

Session by Sam Ramji, Sonoa

Page 12: Highlights from the Web 2.0 Expo Conference - May 2010

2. Open APIs:Evolve Your Business Model

Shift from Direct (buy from manufacturers)

Page 13: Highlights from the Web 2.0 Expo Conference - May 2010

2. Open APIs:Evolve Your Business Model

Shift from Direct (buy from manufacturers)

To Indirect (buy from retailers/middlemen)

Page 14: Highlights from the Web 2.0 Expo Conference - May 2010

2. Open APIs:Evolve Your Business Model

Page 15: Highlights from the Web 2.0 Expo Conference - May 2010

2. Open APIs:Evolve Your Business Model

Successful applications will use many different APIs

And they will take your applications everywhere.

Page 16: Highlights from the Web 2.0 Expo Conference - May 2010

2. Open APIs:Evolve Your Business Model

For successful companies, 80% of traffic will come from beyond the browser.

Page 17: Highlights from the Web 2.0 Expo Conference - May 2010

2. Open APIs:Evolve Your Business Model

Use the tail to feed the head

Page 18: Highlights from the Web 2.0 Expo Conference - May 2010

2. Open APIs:Evolve Your Business Model

Page 19: Highlights from the Web 2.0 Expo Conference - May 2010

3. Sharing is the New Lead Gen

Session by Rashmi Sinha, CEO and Co-Founder of SlideShare

Page 20: Highlights from the Web 2.0 Expo Conference - May 2010

3. Sharing is the New Lead Gen

Lead generation models work well on the web if done right

Page 21: Highlights from the Web 2.0 Expo Conference - May 2010

3. Sharing is the New Lead Gen

Wrong way = Fill out a form to get white paper/article

Page 22: Highlights from the Web 2.0 Expo Conference - May 2010

3. Sharing is the New Lead Gen

Better way = Don’t put up walls

Page 23: Highlights from the Web 2.0 Expo Conference - May 2010

3. Sharing is the New Lead Gen

LeadShare Example Pricing

Page 24: Highlights from the Web 2.0 Expo Conference - May 2010

3. Sharing is the New Lead Gen

Control the Loop

Page 25: Highlights from the Web 2.0 Expo Conference - May 2010

4. Building an Ad-SupportedBusiness Around a Community

Session by Chris Tolles, CEO of Topix.net

Page 26: Highlights from the Web 2.0 Expo Conference - May 2010

4. Building an Ad-SupportedBusiness Around a Community

Must get a LOT of traffic

Page 27: Highlights from the Web 2.0 Expo Conference - May 2010

4. Building an Ad-SupportedBusiness Around a Community

Must be distinct and be about something

Page 28: Highlights from the Web 2.0 Expo Conference - May 2010

4. Building an Ad-SupportedBusiness Around a Community

Why was Ning not successful?

Page 29: Highlights from the Web 2.0 Expo Conference - May 2010

5. How to Cash in with a Freemium Business Model

Panelists: Chris Anderson, Wired editor and author of “Free”

and “The Long Tail” Joe Kennedy, CEO of Pandora Christopher Dean, CSO of Skype Brad Jefferson, CEO of Animoto

Page 30: Highlights from the Web 2.0 Expo Conference - May 2010

5. How to Cash in with a Freemium Business Model

Ideal to have several tiers

Page 31: Highlights from the Web 2.0 Expo Conference - May 2010

5. How to Cash in with a Freemium Business Model

Need both popularity and monetization

Page 32: Highlights from the Web 2.0 Expo Conference - May 2010

5. How to Cash in with a Freemium Business Model

Page 33: Highlights from the Web 2.0 Expo Conference - May 2010

5. How to Cash in with a Freemium Business Model

Ad-supported Model

Page 34: Highlights from the Web 2.0 Expo Conference - May 2010

5. How to Cash in with a Freemium Business Model

Convert your heaviest users to a subscription

Page 35: Highlights from the Web 2.0 Expo Conference - May 2010

5. How to Cash in with a Freemium Business Model

Transparency with users is really important

Page 36: Highlights from the Web 2.0 Expo Conference - May 2010

6. User-Generated Virtual Goods

Session by Cary Rosenzweig, CEO of IMVU, Inc.

Page 37: Highlights from the Web 2.0 Expo Conference - May 2010

6. User-Generated Virtual Goods

Page 38: Highlights from the Web 2.0 Expo Conference - May 2010

6. User-Generated Virtual Goods

Why do people buy virtual goods?

Page 39: Highlights from the Web 2.0 Expo Conference - May 2010

6. User-Generated Virtual Goods

Virtual goods must have contextual meaning.

UGC site must consist of a critical mass of people who care about each other. Psychographics,

not demographics

Page 40: Highlights from the Web 2.0 Expo Conference - May 2010

7. How to Monetize Your Contentthrough Virtual Currency

Session by Rebecca Watson, gWallet

Page 41: Highlights from the Web 2.0 Expo Conference - May 2010

7. How to Monetize Your Contentthrough Virtual Currency

Digital media revenue models: Subscription/pay to play Advertising Licensing/Syndication Micro-transactions/

virtual currency

Page 42: Highlights from the Web 2.0 Expo Conference - May 2010

7. How to Monetize Your Contentthrough Virtual Currency

Page 43: Highlights from the Web 2.0 Expo Conference - May 2010

7. How to Monetize Your Contentthrough Virtual Currency

Why do users want to earn virtual currency?

Page 44: Highlights from the Web 2.0 Expo Conference - May 2010

7. How to Monetize Your Contentthrough Virtual Currency

Offer Wall Users can select offers to

complete and earn virtual currency (affiliate deals)

Types of Offers: Watch a video ad Complete a survey Subscribe to a newspaper or

magazine Purchase a product Trial a service or product Install an application

Page 45: Highlights from the Web 2.0 Expo Conference - May 2010

8. Behaviorally-Targeted Advertising

Panelists: Satya Patel (Battery

Ventures) Mathew Greitzer

(Razorfish) Fran Maier (TRUSTe) Ingrid Sanders

(TARGUSinfo) Omar Tawakol (BlueKai)

Page 46: Highlights from the Web 2.0 Expo Conference - May 2010

8. Behaviorally-Targeted Advertising

Re-marketing

Page 47: Highlights from the Web 2.0 Expo Conference - May 2010

8. Behaviorally-Targeted Advertising

Focus on a niche with long research times and/or high price items

Page 48: Highlights from the Web 2.0 Expo Conference - May 2010

8. Behaviorally-Targeted Advertising

Transparency and choice are key for consumers

Page 49: Highlights from the Web 2.0 Expo Conference - May 2010

Overall Themes

The Web as a Platform

Transition from information web (Google) to social web (Facebook)

Transparency and Openness

Page 50: Highlights from the Web 2.0 Expo Conference - May 2010

HTML5 vs. Flash

HTML5 advantages:

Built on the “web stack”

No plug-ins

Not proprietary

Flash advantages:

Consistency across platforms

Can access device’s web cam, mic, and P2P communication

Both HTML5 and Flash can co-exist and be successful

Session by Eric Meyer, Complex Spiral Consulting

Page 51: Highlights from the Web 2.0 Expo Conference - May 2010

The Internet Operating System:Keynote by Tim O’Reilly

Web as platform: Communications Identity and the

Social Graph Payment Advertising Activity Streams

Location Time (real-time) Image and Speech

Recognition Government Data

Page 52: Highlights from the Web 2.0 Expo Conference - May 2010

The Internet Operating System:Keynote by Tim O’Reilly

Handicapping the Internet Platform Wars:

Amazon

Apple

Facebook

Google

Microsoft

Page 53: Highlights from the Web 2.0 Expo Conference - May 2010

The Internet Operating System:Keynote by Tim O’Reilly

Amazon

Cloud computing platform with monetization for developers

“Thing graph” – lots of data on stuff

Fulfillment Web Service

Weaknesses: Search; Advertising; Social Graph

Page 54: Highlights from the Web 2.0 Expo Conference - May 2010

The Internet Operating System:Keynote by Tim O’Reilly

Apple

Building an alternative way to access info/media

Web’s first real rival as a platform

Don’t take the open web for granted

Weaknesses: no cloud platform; latecomers to advertising and location; doesn’t understand importance of data (MobileMe example)

Page 55: Highlights from the Web 2.0 Expo Conference - May 2010

The Internet Operating System:Keynote by Tim O’Reilly

Facebook

Social Graph

Application Ecosystem

Strategy of adding value to other sites: “Create more value than you capture”

Weaknesses: Location, general purpose computing and storage platforms

Page 56: Highlights from the Web 2.0 Expo Conference - May 2010

The Internet Operating System:Keynote by Tim O’Reilly

Google

Richest and most complete data subsystems

Search, ads, maps, translation, videos, payments, email, etc.

Weaknesses: anti-trust target; trying to own too much of the pie

Weaker monetization for developers

70% of Apple apps are paid

40% of Android apps are paid

Page 57: Highlights from the Web 2.0 Expo Conference - May 2010

The Internet Operating System:Keynote by Tim O’Reilly

Microsoft

Cloud computing platform, search, advertising, maps, speech recognition

Willingness to partner

Weakness: “Strategy tax” from legacy businesses

Page 58: Highlights from the Web 2.0 Expo Conference - May 2010

Thank you!

Carol Cox

@CivicLink