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Digital Marketing Class presented @ITESO University. We describe the Prosumer market using Flickr as a tools. Understand the value added by human interaction and information.
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@pfrulas
Webmarketing
FLICKR
@pfrulas
Flickr
• We want to help people make their photos available to the people who matter to them.
• We want to enable new ways of organizing photos and video.
@pfrulas
Users Create Value
• Web 2.0– Takes a different approach on how business,
customers and partners interact.
• 1980, Alvin Toffler’s best seller predicted the :
Prosumer: Mix between DIY and ConsumerWhere the USER creates VALUE
@pfrulas
What is Flickr ?• Flickr is
– an image and video hosting website– web services suite– and online community.
• The service is widely used by bloggers to host images that they embed in blogs and social media.
• As of October 2009, it claims to host more than 4 billion images.
@pfrulas
Tell a story with your photos1. Tell a story with your photos and allow
whoever you want to comment.
2. Add notes to explain or comment right on the photo.
3. Favorite the photos you like best to easily find them later, and see who has favorited yours.
4. Add people to your photos for your reference, and so they can see what you've posted.
5. Add tags to categorize your photos and to help others find them in searches.
@pfrulas
Share your photos with your friends and family
• It's easy to find people you know on Flickr– Search by name or email– Import your contacts from Yahoo! Mail, Gmail, or Hotmail– Invite your friends
• Decide who sees your photos
• Expand your options with a Guest Pass
@pfrulas
Quick Note:
• Flickr actually CHANGED their business model– From online gaming to photo base
@pfrulas
Freemium
• Give your Service away for free• Even Ads are optional• Acquire lots of customers
– Network– Referral– Search
• Offer a priced, enhanced version to customers
@pfrulas
Freemium
• Basic Web services, for free
• Charging a premium for advanced or special features.
• The word "freemium" is created by combining the two aspects of the business model: "free" and "premium".
@pfrulas
Start Up Cycle
1. Have a great idea.
2. Raise money to bring it to market– ideally free to reach the largest possible market.
3. If it proves popular, raise more money to scale it up.
4. Repeat until you're bought by a bigger company.
Now steps 2 through 4 are no longer available.
So Web startups are having to do the unthinkable: come up with a business model that brings in real money while
they're still young.
@pfrulas
Some Freemium Cases
• Adobe• Macromedia• Skype• Flickr• Pandora
Most Freemium companies see a 2 - 5 % Convertion Rate
@pfrulas
Pandora
• Launched in August 2005 – Users got 10 hours of free online radio at signup, after which they
were asked to pay $36 per year. – “In the first couple weeks we had 100,000 people come through
and the vast majority listened to every last minute of their free ten hours”
• Pandora now has 20 million uniques – $50 million in revenue last year. – Subscription rates had dropped <1 % of users. – 1 % of a large number is still a large number
@pfrulas
Flickr
• Accumulating Positive Network Effects
Flickr
Digital Photo
Tech Enthusiast
SofisticatedFilter, Ranks
BrowsingPopularity
Editors / Tags
BloggersUsing pics
TRAFFIC
click
tag
keyword
browse
comment
@pfrulas
Growth
• Reaching and Tagging• Each user creates value ! • The core value
– Dont build applications, build context for interaction
@pfrulas
2005 Fast Company Winner
Created the largest and best organized online photo library.
1.8 million images
81% of them are public
85% have human-added metadata
@pfrulas
Open Up Digital Content to Global User Interaction
• Boom of the Digital Picture
@pfrulas
Better Search through User-Generated Information
• Underlined Book• Tags• Footnotes• Annotations• METADATA
@pfrulas
Groups
• Flickr was a leader in creating photo image metadata to group
@pfrulas
Catalyze and Amplify Social Network Effect
• Flickr owns a dynamic algorithmic means for rating, sorting and finding photographs.
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DIY Syndication
• Flickr was the first-mover in providing self service tools for web 2.0.
@pfrulas
How sharing can be Profitable
• What are the revenue streams ? – Single Stream– Multiple Stream– Interdependent Stream– Loss Leader
@pfrulas
Long Tail
• Democratize the Tools of Production• Democratize the Tools of Distribution• Connect Supply and Demand