1. ASSIGNMENT:
IMPACT OF WEB 2.0 TECHNOLOGIES ON
B2B MARKETING
COMPUTER APPLICATION IN MANAGEMENT
PROF: RAKESH PANDYA
21. Parekh Vijaykumar
22. Patel Ankitkumar
23. Patel Ayan
24. Patel Hardik
25. Patel Harshalbhai
MS University
Faculty of Management of Studies, Vadodara
Evening MBA Program (Batch 2011-2014)

3. WORLD BEFORE WEB 2.0
- Web 1.0 – Mid 1990s
- First generation websites
- HTML Brochure ware- later PDF
- Limited Interaction from Users
- Few content creators and most of them content consumers
- No Google
- Websites static, rarely changed
- Authotarian one way passive communication

4. Web 2.0 – How we are involved
• Every one here must be
- having a Facebook, Twitter, LinkedIn account
- buying goods online
- commenting on news or articles online
- sharing videos and pictures online
- writing blogs
- using Google
- taking part in online survey… and so on..
• This is all possible due to Web 2.0

5. Web 2.0
• Term Web 2.0 was used in 1999 by Darcy DiNucci,
• It is the term given to describe a Second generation of the
World Wide Web
• It refers to cumulative changes in the ways software
developers and end-users use the Web.
• Focused on the ability for people to collaborate and share
information online.
• Transition from static HTML Web pages to a more dynamic
Web that is more organized and is based on serving Web
applications to users.
• Open communication with an emphasis on Web-based
communities of users, and more open sharing of
information.

7. Web 2.0
• People who consume media, access the Internet, and use the
Web should be active contributors, helping customize media
and technology for their own purposes, as well as those of
their communities.
• It is a reference to a group of technologies which have
become deeply associated with the term: blogs, wikis,
podcasts, RSS feeds etc., which facilitate a more socially
connected Web where everyone is able to add to and edit the
information space.

8. Web 2.0 – Technology Tools
• A number of online tools and platforms are now defining
how people share their perspectives, opinions, thoughts and
experiences.
• Tools such as weblogs, RSS, video casting, social
bookmarking, social networking, podcasts and picture sharing
sites are becoming more and more popular.
• One major advantage of Web 2.0 tools is that the majority of
them are free.

9. Web 2.0- Using the Tools
Podcasting
If an individual was interested in video games, they might search a
podcast submission Web site (like Podcast.net) and download an
audio review of a game to listen to on their computer. A Podcast is
syndicated audio, or video produced by traditional media such as
radio and television or by individuals passionate about a particular
subject.
Blogs
They may then decide to comment about this audio review on their
Blogger or Wordpress blog. A blog or Weblog, is a chronological,
online diary. Individuals can subscribe to a person's blog, which
allows them to read it and to write comments in response to blog
posts.

10. Web 2.0- Using the Tools
RSS
If this weblog has an RSS feed in place, subscribers to the blog can choose to be
automatically notified of this new blog post. RSS (or Really Simple Syndication), is a
method for delivering regularly changing Web content. Many blogs and Internet
publishers syndicate their content as an RSS Feed to allow people to subscribe to it
easily.
Social Bookmarking
This individual may decide that they would like more people to be able to see and
remark on the blog post. They could do this by submitting the blog post to a social
bookmarking site like Delicious. Social bookmarking sites are Web sites that allow
shared lists of user-created Internet bookmarks to be displayed and commented
on. Social bookmarking sites allow you to organize your bookmarks by allocating a
number of 'tags' to them. This makes it easy for other people who may be
interested in a particular group to find related bookmarks. For example, if the tag
'games reviews' was added to a bookmark, people searching the bookmark site for
'games reviews' information could easily find it.

11. Web 2.0- Using the Tools
Social Networking
People who visit the bookmark site for this 'games review' tag are likely to see your bookmark. As
more people find your bookmark and comment on it, you'll find yourself part of a collection of
people who have a shared interest in video games - You are now 'social networking' and this is why
some social bookmark sites like Digg are also classed as social networking sites.
Videos, Pics, Document Sharing
Sharing of videos, photographs, viral animation movies, application to drag in users, etc is done on
various relevant sites like youtube, slideshare, etc.
E-commerce
A whole lot of buying selling happens online through business portals or vendor sites.
Message board/Forum
they can post a comment about any subject, and other students on the same message
board or form can respond to the comments or post comments of their own.
Screencasting/screen capture
Sharing you desktop with remote user online

12. Web 2.0 – Technology Tools
There are a large number of Web 2.0 tools, some of the more
popular ones are:
• Blogger • Flickr
• Wordpress • Wikipedia
• Myspace • Facebook
• Youtube • Skype
• Metacafe • Voice Thread
• Delicious • Animote
• Digg • Glogster
• Furl • Slide Share
• Twitter • Screen Captcha

13. Impact of Web 2.0
on B2B Marketing

15. Web 2.0 and its Impact on B2B
Marketing
• Web is fastest emerging medium for Mass Communication competing with
traditional medias like TV or print.
• Web users in India will cross 350 million users by 2015
• A company website that is a simply an online product brochure is a wasted
opportunity.
• Web 2.0 have change the entire web ball game.
• It has elevated the role of web in B2B marketing
• Opened up a whole new field for B2B marketing going beyond traditional
media
• Added fire power to B2B business growth by offering sudden close and
more receptive interactivity with customers.

16. Web 2.0 and its Impact on B2B
Marketing
• Increased the scope of B2B marketing agents to be more innovative,
creative and effective marketer
• Enabled companies to stimulate discussion and community around their
brand, products and services, and are harvesting invaluable customer
insight as a result.
• Enable monitoring and participation in external online communities,
where consumers are sharing opinions and experience of the businesses
they patronise.
• Device strategies to make customers talk about the brand or product and
ignite favorable word of mouth
• Increase customer involvement with products
• Ultimately add-on to the bottom line of the business

17. Web 2.0 and its Impact on B2B Marketing
Free Flow of Information
• Customers are now well informed. Word of mouth flows freely. Easy
accessibility to opinion, product information and references available on
the internet freely. No more holding back information. Information like
prices, product performance, defects, limitations, product
comparisons, etc is all out in open and cannot be sensored.
Customer is the King
• Marketers have to provide the right information in the right context in a
way that prospects and customers want to consume. Marketing is
becoming more customer centric and buyers oriented. Customers cannot
be fooled or be kept in dark.

18. Web 2.0 and its Impact on B2B Marketing
Emergence of Trading Sites
• Alibaba, Global Sources, India Mart, Trade India, offering global trading
B2B platforms for companies, wholesalers, and resellers where they can
easily buy and sell their wares through online catalogue. Its like have a
world wide extended Shopping window. It has increased the reach for
businesses multi fold to the farthest possible relevant point
Customer Complaints, Reviews and Feedbacks
• B2B Marketing got more structured and target towards customer needs
and requirement. Various tools and features like getting customer reviews,
24x7 online chat center, online feedback, etc., are offered. Marketers can
have an easy access to such important information helping them to
strategize better accordingly.

19. Web 2.0 and its Impact on B2B Marketing
New tools for better B2B Marketing Emerged
Importance Mobile Apps, Online interactive applications, Web modules,
Flash interactive animation films, etc increased in marketing. It all
increased the creative scope to in B2B marketing which was missing
earlier. The whole idea is about How to engage the customers more
convincingly.
Web promotion
Web 2.0 not just enable b2B marketers in providing a better web
experience to customers but also to promote their business online in a
cost effective and measurable way. Google Adwords, SEO, promotional
flash banners, emails, etc became important tools that added fire power
to B2B marketing of companies.

20. Web 2.0 and its Impact on B2B Marketing
Product Experience
Product experience before making the actual buy became feasible. Product
videos, animation application user guides, testimonials, etc. became all
relevant and available. Hence, the marketing have became more factual
and self –confessing about shortfalls.
Faster buying cycle
The buying is happening faster. Issues are resolved instantly. Instant price
verification and competitors study became possible. Decision making
started happening faster. Facts and postulates to support decision making
available istantly.

21. Web is the future of Marketing
Transparency
There is a lot of transparency infused in the marketing and the functioning of
the company. A fair, authentic and matter of fact information is
disseminated about the products as the audience have visible power of
validating the facts and figures.
Cost effective marketing
The marketing cost have considerably reduced as compared to the result
achieved. No more traditional mediums of promotion with excess of spill
overs. More the number of marketing vehicles at considerably lesser cost.

22. Web is the future of Marketing
Marketing – to right people in right place at right time
Web 2.0 gave flexibility to marketers to device messages specifically targeting
to the customers with corresponding setup. E.g. markers can catch up
their customers active on social sites and push their promotional
messages in a natural pattern.

23. WEB 2.0 – Application Cases
Procter & Gamble
Retail manufacturer's Being Girl website built a community around a brand that was
otherwise tricky to market
Coca Cola
The drinks maker's exhaustive use of Web 2.0 keeps its brand in front of young eyes
The company’s own historian and archivist makes daily posts on the Coca-Cola
Conversations blog, mycoke.com, a Facebook application to promote the brand’s
energy drink Burn, called Burn Alter-Ego.
DeLL
IdeaStorm, a website where customers can submit ideas for new products or
improvements to existing services.

24. Web 2.0 websites include the following features and
techniques,
Search - Finding information through keyword search.
Links - Connects information together into a meaningful information ecosystem using the
model of the Web, and provides low-barrier social tools.
Authoring - The ability to create and update content leads to the collaborative work of
many rather than just a few web authors. In wikis, users may extend, undo and redo each
other's work. In blogs, posts and the comments of individuals build up over time.
Tags - Categorization of content by users adding "tags"—short, usually one-word
descriptions—to facilitate searching, without dependence on pre-made categories.
Collections of tags created by many users within a single system may be referred to as
"folksonomies" (i.e., folk taxonomies).
Extensions - Software that makes the Web an application platform as well as a document
server. These include software like Adobe Reader, Adobe Flash player, Microsoft Silverlight,
ActiveX, Oracle Java, QuickTime, Windows Media, etc.
Signals - The use of syndication technology such as RSS to notify users of content changes.

25. B2B Portal Example tradekeyindia.com - Live Chat, Product Listing

26. B2B Portal Example – Customer Complaints

27. B2B Portal Example cnet.com– Product Reviews

28. B2B Portal Example ingram micro – social media involvement

29. B2B Portal Example b2bbloggers.com – blogging and RSS feeds

30. B2B Portal Example – Company Catalogue

31. B2B Portal Example – Generic Search, SEO and Adwords

32. B2B Portal Example – Nokia Discussion Forum

33. References
• www.web2summit.com
• en.wikipedia.org/wiki/Web_2.0
• oreilly.com/web2
• www.pewinternet.org/topics/Web-20.aspx

34. Thank You