Making Sense of Social Networks Yuval Zukerman, Molecular
Agenda <ul><li>Social networks – why you should care </li></ul><ul><li>The major players and what’s ahead </li></ul><ul><l...
 
Why Social Networks
Social networks matter 24% Of  the entire  US Internet population  use social network sites
Social Networks Matter
Social networks matter 55% US teens with social network profile
Social networks matter 48% US teens visit social  networks  daily
Social Networks Matter 35% teens worldwide  use social networks
Social Networks Matter Social Networks are  bigger than Porn
Social networks and teen usage <ul><li>Stay in touch with friends (both near and far) on a near-constant basis </li></ul><...
Social Networks:  omg, latn!
The friend factor <ul><li>Friends influence purchase decisions </li></ul><ul><li>Friends are as important as brands </li><...
The ingredients http://www.flickr.com/photos/phil_g/28524846/
What makes a network social
What makes a network social Map of Flickr users with at least 50 mutual contacts connect community
Hello, my name is:  ‘MySpace’
Hello my name is:  ‘Facebook’
Pimp my MySpace
Characteristics <ul><li>Basic features </li></ul><ul><ul><li>A profile page </li></ul></ul><ul><ul><li>Ability to search u...
Categorization
Major players
Virtual Rising http://www.flickr.com/photo_zoom.gne?id=439129656&size=o
Friend the virtual me
Friend the virtual me
Friend the virtual me
Friend the virtual me
A second on Second Life
Current Trends <ul><li>User concerns drive traffic away from MySpace </li></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul>...
Family and child focused
Playing the game
Weighing your options Partner Build Widgets
Partnerships
Picking the right partner <ul><li>Are user numbers real? </li></ul><ul><ul><li>Membership Inflation </li></ul></ul><ul><ul...
<ul><li>How active and involved are users? </li></ul><ul><ul><li>Average Login rates </li></ul></ul><ul><ul><li>Other Metr...
<ul><li>Breaking it down further – find your sweet spot </li></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>Gender ...
The International Angle <ul><li>Local networks are strong in their respective markets </li></ul><ul><li>Facebook tails off...
Research black holes <ul><li>It’s all about the toolbar (and snooping…) </li></ul>
<ul><li>IRC-Galleria is big in Finland </li></ul><ul><li>Not tracked by comScore </li></ul><ul><li>Rely on local office da...
Geography affects usage culture <ul><li>PC vs. mobile device for Internet access </li></ul><ul><li>Family size </li></ul><...
Friends with my water
Partnering with a social network site <ul><li>Places your message prominently on social network pages </li></ul><ul><li>Gu...
Build your own
Getting your own, pre-built, hosted
BYO / DIY Social Network
Getting your own, the Ning way
Rolling your own
Social, presidential
Widgets
Definition <ul><li>A small application embeddable in a web page or one running on a user’s desktop </li></ul>B  C B  C n
Widgets:  your brand, everywhere <ul><li>Web Widgets </li></ul><ul><ul><li>Free placement on user pages </li></ul></ul><ul...
Widget varieties
Web widgets
Random House Book Widget
Desktop widgets Widget Engine Application Browser Toolbar
Branded Desktop Application
Widget Challenges <ul><li>Getting the word out </li></ul><ul><li>Installation </li></ul><ul><li>Attracting users </li></ul...
Widget hurdles
Widget Directories:  Friend and Foe <ul><li>MuseStorm.png </li></ul>
The Facebook Platform
Branded Desktop Applications
StyleFeeder <ul><li>“… conversion rates off widgets are better than ads ” </li></ul>
Mobile
The next frontier <ul><li>Existing networks want to accompany users </li></ul><ul><ul><li>Partnerships </li></ul></ul><ul>...
Mobile access is growing Accessed social network site or blog, June 2007 Source: M:Metrics, August 2007 3.50% 2.50% 2.30% ...
Social tools on the go
The social mobile web dada.net imthere.com
Burger, fries and widgets to go
Taking messaging to the next level <ul><li>Location sharing </li></ul><ul><ul><li>Manual and GPS  </li></ul></ul><ul><li>N...
Key  Takeaways
Social networks are not a fad and are likely to remain popular for the near future
MySpace is dominant but may be too much of a lowest-common denominator for too many users.
Beware of inflated statistics
If you go global, go local
Proliferation of social networks becomes adoption hurdle http://www.flickr.com/photos/donabelandewen/278804471/
Partnering with social networks is the safest approach to reach their users and for offering widgets
Widgets are hot and gaining momentum
Web widgets have the most impact
Widgets must have a viral component
Widgets await the birth of a killer app http://www.flickr.com/photo_zoom.gne?id=369535204&size=l
Finite real estate will spur competition for widget space
Q&A
Thank You! <ul><li>Yuval Zukerman [email_address] </li></ul>
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Making Sense Of Social Networks

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In this presentation, Web 2.0 expert Yuval Zukerman gives a comprehensive lesson on social networks. He shares the types, categories, and characteristics of social networks, giving a wealth of examples. Who’s using this next generation online get-together – Yuval will shows that too, along with research demographics, and user and usage statistics. You’ll be provided an inside look at what features users are clamoring for, as well as what issues, such as privacy and safety, are playing a role in the future of social networks. Also provided are tips on how you can utilize this new Web 2.0 connectivity phenomenon as a marketing means, with real world examples on who’s doing it and how.

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  • Making Sense Of Social Networks

    1. 1. Making Sense of Social Networks Yuval Zukerman, Molecular
    2. 2. Agenda <ul><li>Social networks – why you should care </li></ul><ul><li>The major players and what’s ahead </li></ul><ul><li>The international angle </li></ul><ul><li>Riding the social wave </li></ul><ul><li>Key Takeaways and Point of View </li></ul>
    3. 4. Why Social Networks
    4. 5. Social networks matter 24% Of the entire US Internet population use social network sites
    5. 6. Social Networks Matter
    6. 7. Social networks matter 55% US teens with social network profile
    7. 8. Social networks matter 48% US teens visit social networks daily
    8. 9. Social Networks Matter 35% teens worldwide use social networks
    9. 10. Social Networks Matter Social Networks are bigger than Porn
    10. 11. Social networks and teen usage <ul><li>Stay in touch with friends (both near and far) on a near-constant basis </li></ul><ul><li>Communicate using friend pages (84%) </li></ul><ul><li>Send private messages (82%) </li></ul><ul><li>Make plans with friends (72%) </li></ul><ul><li>Broadcast message to friends (61%) </li></ul><ul><li>Meet new friends (49%) </li></ul>Source:
    11. 12. Social Networks: omg, latn!
    12. 13. The friend factor <ul><li>Friends influence purchase decisions </li></ul><ul><li>Friends are as important as brands </li></ul><ul><li>Boys aged 18-21 have the most friends </li></ul>Source: MTV / Microsoft Advertising http://www.flickr.com/photo_zoom.gne?id=819541296&size=l
    13. 14. The ingredients http://www.flickr.com/photos/phil_g/28524846/
    14. 15. What makes a network social
    15. 16. What makes a network social Map of Flickr users with at least 50 mutual contacts connect community
    16. 17. Hello, my name is: ‘MySpace’
    17. 18. Hello my name is: ‘Facebook’
    18. 19. Pimp my MySpace
    19. 20. Characteristics <ul><li>Basic features </li></ul><ul><ul><li>A profile page </li></ul></ul><ul><ul><li>Ability to search users </li></ul></ul><ul><ul><li>Friend connections </li></ul></ul><ul><li>Additional features </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Comment posting </li></ul></ul><ul><ul><li>Photo gallery </li></ul></ul><ul><ul><li>Messaging </li></ul></ul><ul><ul><li>Layout customization </li></ul></ul><ul><ul><li>Widgets and trinkets </li></ul></ul><ul><ul><li>Privacy controls </li></ul></ul>
    20. 21. Categorization
    21. 22. Major players
    22. 23. Virtual Rising http://www.flickr.com/photo_zoom.gne?id=439129656&size=o
    23. 24. Friend the virtual me
    24. 25. Friend the virtual me
    25. 26. Friend the virtual me
    26. 27. Friend the virtual me
    27. 28. A second on Second Life
    28. 29. Current Trends <ul><li>User concerns drive traffic away from MySpace </li></ul><ul><ul><li>Privacy </li></ul></ul><ul><ul><li>Safety </li></ul></ul><ul><ul><li>Features </li></ul></ul>
    29. 30. Family and child focused
    30. 31. Playing the game
    31. 32. Weighing your options Partner Build Widgets
    32. 33. Partnerships
    33. 34. Picking the right partner <ul><li>Are user numbers real? </li></ul><ul><ul><li>Membership Inflation </li></ul></ul><ul><ul><li>Registered vs. active user figures </li></ul></ul><ul><ul><ul><li>How many users have actually logged in recently? </li></ul></ul></ul>
    34. 35. <ul><li>How active and involved are users? </li></ul><ul><ul><li>Average Login rates </li></ul></ul><ul><ul><li>Other Metrics </li></ul></ul><ul><ul><ul><li>Posts to blog </li></ul></ul></ul><ul><ul><ul><li>Photos uploaded </li></ul></ul></ul><ul><ul><ul><li>New friend connections </li></ul></ul></ul><ul><ul><ul><li>Reviews </li></ul></ul></ul>Picking a partner
    35. 36. <ul><li>Breaking it down further – find your sweet spot </li></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Age groups </li></ul></ul><ul><ul><li>User Interests </li></ul></ul>Picking a partner
    36. 37. The International Angle <ul><li>Local networks are strong in their respective markets </li></ul><ul><li>Facebook tails off outside English speaking world </li></ul><ul><li>Many research companies rely on usage by US or European users </li></ul><ul><li>Researchers often focus on known entities (e.g. MySpace) and ignore unknown local ones </li></ul>
    37. 38. Research black holes <ul><li>It’s all about the toolbar (and snooping…) </li></ul>
    38. 39. <ul><li>IRC-Galleria is big in Finland </li></ul><ul><li>Not tracked by comScore </li></ul><ul><li>Rely on local office data or look at local Nielsen//NetRatings </li></ul>Proceed with caution
    39. 40. Geography affects usage culture <ul><li>PC vs. mobile device for Internet access </li></ul><ul><li>Family size </li></ul><ul><li>Climate </li></ul>
    40. 41. Friends with my water
    41. 42. Partnering with a social network site <ul><li>Places your message prominently on social network pages </li></ul><ul><li>Guaranteed exposure vs. cost and intrusion upon users </li></ul>Nikon partnered with flickr to use embedded photo data to ‘sponsor’ photos taken with Nikon camera. Photographers were not compensated. Flickr was.
    42. 43. Build your own
    43. 44. Getting your own, pre-built, hosted
    44. 45. BYO / DIY Social Network
    45. 46. Getting your own, the Ning way
    46. 47. Rolling your own
    47. 48. Social, presidential
    48. 49. Widgets
    49. 50. Definition <ul><li>A small application embeddable in a web page or one running on a user’s desktop </li></ul>B C B C n
    50. 51. Widgets: your brand, everywhere <ul><li>Web Widgets </li></ul><ul><ul><li>Free placement on user pages </li></ul></ul><ul><ul><li>Leverage viral communications </li></ul></ul><ul><ul><li>Have users contribute to your growth </li></ul></ul><ul><ul><li>Avoid reinventing the wheel </li></ul></ul><ul><li>Desktop Widgets </li></ul><ul><ul><li>Direct communications between your brand and the user </li></ul></ul><ul><ul><li>Make loyalty programs more effective </li></ul></ul>
    51. 52. Widget varieties
    52. 53. Web widgets
    53. 54. Random House Book Widget
    54. 55. Desktop widgets Widget Engine Application Browser Toolbar
    55. 56. Branded Desktop Application
    56. 57. Widget Challenges <ul><li>Getting the word out </li></ul><ul><li>Installation </li></ul><ul><li>Attracting users </li></ul><ul><li>Lack of development platform </li></ul>
    57. 58. Widget hurdles
    58. 59. Widget Directories: Friend and Foe <ul><li>MuseStorm.png </li></ul>
    59. 60. The Facebook Platform
    60. 61. Branded Desktop Applications
    61. 62. StyleFeeder <ul><li>“… conversion rates off widgets are better than ads ” </li></ul>
    62. 63. Mobile
    63. 64. The next frontier <ul><li>Existing networks want to accompany users </li></ul><ul><ul><li>Partnerships </li></ul></ul><ul><ul><li>Mobile sites </li></ul></ul>
    64. 65. Mobile access is growing Accessed social network site or blog, June 2007 Source: M:Metrics, August 2007 3.50% 2.50% 2.30% 2.80% 1.90% 1.70% Ever in month 1.80% 1.40% 1.00% 0.90% 1.00% 0.70% Once to three times per month 1.10% 0.70% 0.60% 0.40% 0.40% 0.20% At least once each week 0.70% 0.30% 0.70% 1.50% 0.50% 0.80% Almost every day US UK Spain Italy Germany France  
    65. 66. Social tools on the go
    66. 67. The social mobile web dada.net imthere.com
    67. 68. Burger, fries and widgets to go
    68. 69. Taking messaging to the next level <ul><li>Location sharing </li></ul><ul><ul><li>Manual and GPS </li></ul></ul><ul><li>Notification </li></ul><ul><li>Messaging </li></ul><ul><li>Online Journal / Blog </li></ul>
    69. 70. Key Takeaways
    70. 71. Social networks are not a fad and are likely to remain popular for the near future
    71. 72. MySpace is dominant but may be too much of a lowest-common denominator for too many users.
    72. 73. Beware of inflated statistics
    73. 74. If you go global, go local
    74. 75. Proliferation of social networks becomes adoption hurdle http://www.flickr.com/photos/donabelandewen/278804471/
    75. 76. Partnering with social networks is the safest approach to reach their users and for offering widgets
    76. 77. Widgets are hot and gaining momentum
    77. 78. Web widgets have the most impact
    78. 79. Widgets must have a viral component
    79. 80. Widgets await the birth of a killer app http://www.flickr.com/photo_zoom.gne?id=369535204&size=l
    80. 81. Finite real estate will spur competition for widget space
    81. 82. Q&A
    82. 83. Thank You! <ul><li>Yuval Zukerman [email_address] </li></ul>

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