Marketing 2.0 Presentazione dei principali Marketing Tool & Trend, Case Hystory, cenni sui Business Model ed in particolare il Freemium il più marketing based. Cenni sugli aspetti di ROI e misurazione.

1. MARKETING 2.0 FREEMIUM BUSINESS MODEL ROI L.Grivet [email_address] www.bizmo.it Some slide are intentionally in English and others in Italian

4. Web 2.0: What’s for me? Business type Business 2.0 Trend L.Grivet 2007 © Low entry barriers for newcomers ideas (MySpace) Diversification venture Some non core experiment Venture 2.0 Innovative product service online. (API, soc.network) New core product, service , feature (e.g. podcast) Some Trendy product jv (Nike + iPod) Product Dev. 2.0 Newcomer Existing Business Web, ICT, or Media based. Existing Business Traditional (e.g. Industrial) Some Trendy product jv (Nike + iPod) First admin and KM tools Internal communication and networking Internal communication and networking Enterprise 2.0 Zero budget marketing tools Cost effective product marketing support Cost effective misurable opportunity Marketing 2.0 NewBloggers Great buzz Some articles Hype 2.0 Not so relevant Great deal of impact /opportunity Some opportunity

10. Product WOM

16. Marketing 2.0: easyCruise

21. Ocean of opportunities

29. Business model 2.0 – Working / Not Models Revenue model Business Area L.Grivet 2006 © Open Content Wikis Broker Market Maker Open Source Need Micro payment Adv model Not easy Utility Social Networking Apps Application Software “ Interruption Ads” in Apps Blog “ Contextual Ads ” ASP - Mash up Web Services Advertising Merchant Freedom to pay (Pay for value, e.g. trials) Content Free (Advertising) Pay (Nothing free) Feemium (es Pro account) Free to use pay for service (e.g. support) Freedom to pay fair (Donate) Application/ service Products / Software

31. Diverse tipologie di prodotti/servizi Web2.0 si basano su tale modello: - I classici esempi: FeedBurner , Flickr , NewsGator Online , Skype , last.fm , 37signals , Box .net - Praticamente tutti i siti di Cupid social networking Meetic , Match .com , Lavalife - I siti di Business social networking: LinkedIn e Craigslist - I Virtual worlds social networking come SecondLife Concept Product Dev Launch Viral Distribution / network Effect Revenue model Change Revenue Mngm Capabilites Concept Product test Product dev Launch Revenue model test Marketing and Distribution Marketing Model based business path Revenue Model based business path Time Time L.Grivet 2007 © - Illustrative

32. Marketing Model vs Revenue Model based business path Marketing Action Campaign Marketing Model based Business path Revenue Model based Business path Users Time 1 mio y1 y2 y3 y4 y5 y6 Business Model Change L.Grivet 2007 © - Illustrative

34. Confronti tra Freemium

37. Web 2.0 Investment: ROI VS Stealth Mode VS

40. Ads by Grivet L.Grivet [email_address] www.bizmo.it