Presentation at IIM - lessons from my time @c2w

Lessons from mytime@c2w

Raj MenonCOO, c2w.com

Contests2win – Who we are

Set up in 1998 by Alok Kejriwal, c2w is one of the most prominent

online brands in India

Choose your VC well

Our clients are our VCs

Leverage your clients, partners

Think Smart, Think Different – try and get free marketing, PR is free

The old c2w.com

• 70 to 100 Contests• Html Look• User Role - Participation• Limited Video Content• Prizes from C2W only• User Gratification – Prizes, Entertainment/Fun

New c2w.com

• Over 50000 Contests – all created by consumers

• Dynamic Architecture

• Over 20000 Video Contests created by users

• Prizes from C2W and Users

• Users Earn – Google Adsense for UGC contests

• C2W Blog – Announcing winners and campaigns

• Vibrant Community – People Talk!

- User Profile Pages

- Contest Comment Boards

- Sharing, Favouriting features on each contest

• User Gratification – Content Creation, Entertainment, Prizes,

Community

Comparison

User Gratification – Content Creation, Entertainment, Prizes, Community

Vibrant Community

Users Earn – Google Adsense for UGC contests

User Gratification – Prizes, Entertainment/Fun

Prizes from C2W and UsersPrizes from C2W only

Over 20000 Video Contests created by users

Limited Video Content

User Role – Creation & ParticipationUser Role - Participation

Dynamic ArchitectureHtml Look

Over 50000 Contests70 to 100 Contests

New c2w.comOld c2w.com

Keep your site/idea in Beta mode all the time

BRANDScan scream if they want to

But it’s not sure if they will be heard

Consumers have SO MANY options!

92% of the digital consumersonly buy a product if their peers, social influencers or blogshave written positive review about them.

How can IHow can Ibecome one ofbecome one of

their conversations?their conversations?

Interact and Listen

how CONSUMERS INTERACT

with

YOUR BRAND?

CONSUMERSPLAY. CREATE. SHARE.

QUIZ

Hangman

Crossword

PersonalityTest

U se r

C re ation

C am paigns

Other Clients

1900+ contests created

More than 800,000 brand

interactions!

Campaign live for one month

U se r

C re ation

C am paigns

Other Clients

1200 contests created

More than 300,000 brand

interactions!

U se r

C re ation

C am paigns

Other Clients

300 contests created

More than 500,000 brand

interactions!

Bingo Mad angles – Consumer created Ad - 1

Bingo Mad angles – Consumer created Ad - 2

Bingo Mad angles – Consumer created Ad - 3

Bingo Mad angles – Consumer created TVC

Boss Ka Boss Viral Film

Set Max Advergame

YouCharades.com

Kavitabhabhi.in

Push the envelope

Crowdsourcing makes Users Brand Ambassadors

Keep your mind open

• Expanded into China with in 2001

• Subsequently launched in 2004

• And in 2005

And your biz plan fluid

How value gets created

Be Unemotional

Will you be able to sell your baby?

To recap

• Your consumers/ Clients are your VCs• Think Smart, Think Different – try and get free

marketing, PR is free• Keep your site in Beta mode all the time• Viral marketing is the best marketing• Your consumers are your brand ambassadors• Push the envelope• Keep your business plan fluid• Be Unemotional