Social 2.0
Mobile Social Networking
20090924
Jason Chiu CEO, Cherrypicks
jasonchiu@cherrypicks.com
Copyright © Cherrypicks Limited
All rights reserved. Proprietary and Confidential.

The Biggest
Social Media
Story In The
World Over
Last 12 Months
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• 1 billion emails sent
• 80 million video views
• 5 million friends over
15 social networks
(facebook – 3 million)
• 3 million subscribers
to mobile news
• 3 million personal
phone calls in last four
days to election
source: Edelman -4-

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… But Not Every
Social Media
Activity Is A
Presidential
Election…
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… In Fact, My
Own Biggest
Social Media
Story In The
Last 12 Months
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Meet My Daughter
0.75 years old now
Life uncontaminated
with online and
mobile social
networks yet
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• 500 emails sent
• 350 friends and their messages via Dadi and
Mami social network accounts
• 250 SMS, Tweets and RT
• 2TB of photos and videos in 9 months
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“Those Hands Are Small But They Are Mine”
So everyone, important or just regular person, has
their social networks and stories to tell …
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Imagine
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My Network
A Typical
Network of
A Normal
Person
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A Bigger View of
groups of
Social
Networks
- Like an epidemic
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You can identify
Answer People
Reply Magnet
Connector
Discussion People
by their explicit friends’ network
and more implicit signature behavior
and interactions with others
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Analyse Interactions
in the Context of
Location, Presence and
Community
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Explicit Relationships – Friends’ Network
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Implicit Relationships – 2-way Communications
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Basically, the patterns of:
voice calls (Call Details Record / CDR)
sms
im
content consumption
which constitute interactions
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How Often
At What Time
With On or
Off-Net
Friends
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Spots Social Networks (SN)…
And within these SN,
their key influencers
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Typical Social and Mobile Marketing
Data mining approach:
• Based on individuals, demographics and filtering
mechanism
• No knowledge of how connected the individual is
• No metrics beyond individual’s response to the offer
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No Ideas About:
Spectrum
Few friends, Many friends,
many interactions, few interactions,
strong ties weak ties
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Inter-connectedness is based on
frequency and reach of two way
communication
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Worth buzzing/
recommendation
Matter to me
and my friends
Cool
Deserves attention
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Now your story or
marketing message
could go directly to the
most inter-connected
members of large groups,
benefiting from the ‘viral’
potential within the social
cluster
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For Mobile Operators and Social Network
Providers/Community Sites, It Means:
• New / Additional Subscribers
(conversion of Off-Net to On-Net Users)

• Increase ARPU Across the client base
(data service, music, games, marketing offers)
• Loyalty / Churn Reduction
• Third Party Advertising Revenue
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For Advertisers, It Means:
Premium Targeting to Relevant Key Influencers of social
networks at the proper time and enable her/his network
to embrace your message
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Many companies, including
Cherrypicks, are trying to
better understand social
networks and how to capture
the interaction behaviors in a
way for optimal marketing
performance
We apply these techniques in
designing and running mobile
The Tipping Point social networks or mobile
– Malcolm Galdwell
extension/applications of
existing social communities
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Thank you
Jason Chiu
CEO, Cherrypicks
jasonchiu@cherrypicks.com
Sources and Photo courtesy in the presentation: FutureLab, MediaFuturists, Pop Lab,
Benjamin Joffe, Alex Wong, NodeXL, Edelman -43-