Three Tales about Social Networks


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Presented by Dr Bernard Leong in Professor Michael Netzley's course "Digital Media across Asia" (#Comm215) in Singapore Management University, it presents an introduction to social networks, the global trends and observations and three case studies on corporate communications: (i) Kaixin001, (ii) CyWorld and (iii) Facebook Pages on a Singapore Case Study. It also gives a short glimpse to mobile social networking and its rise in 2010.

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Three Tales about Social Networks

  1. 1. Three Tales about Social Networks Bernard Leong Co-Founder, Chlkboard and Partner, Thymos Capital LLP Editor, SGEntrepreneurs and This Week in Asia Twitter/GMail: bleongcw 1
  2. 2. Concept of Social Networks 2
  3. 3. Social Networking Offline Online Activity Invite to the network or networking session Registration to the network or networking session 3
  4. 4. Social Networking Offline Online Activity Connecting with people in the network Sharing Information and discuss issues in the networking session 4
  5. 5. Social Networking Offline Online Activity Follow up with the people you meet in the network Provide a profile of yourself 5
  6. 6. What has really changed with the transition of communities or social networks from offline to online? 6
  7. 7. Social Gaming is propagated by trusted referrals among friends in a social network Shifting Social Activity from Offline to Online. 7
  8. 8. Scalability: Extension of a user’s reach is happening very quickly in real time 8
  9. 9. The extension of activity is the ability to interact with someone without the need to meet face to face 9
  10. 10. Global Trends & Observations of Social Networks 10
  11. 11. Global Global % Point Active Active Increase in Rank Sector Active Reach Reach Dec 08 Dec 07 Reach 1 Search 85.9% 84.0% 1.9% General Interest 2 85.2% 83.4% 1.9% Portals (News) Software 3 73.4% 72.0% 1.4% manufacturers 4 Online Communities 66.8% 61.4% 5.4% 5 Email 65.1% 62.5% 2.7% Global Faces & Networked Places March 2009: A Nielsen Report on Social Networking’s New Global Footprint Source: Nielsen Online Global Index, Dec 2007- Dec 2008 11
  12. 12. 12
  13. 13. Created by Vincenzo Cosenza based on Alexa & Google Trends for Websites. Reference: “World Map of Social Networks Shows Rise of Facebook” by Robin Wauters, TechCrunch, 21 Dec 2009 13
  14. 14. By Dec 2009, here is how social networks in Asia looks... East Asia SEA + India + Australia Interesting Note: Facebook has taken over CyWorld by end 2009 as the most dominant social network in South Korea. 14
  15. 15. Revenue (US$) 350-500M 1B (Rumored) (Tencent Annual Report) Profit (US$) 0M 475M (Rumored) (Tencent Annual Report) Profit Margin (%) 0 45% Number of Users 350M 400M Revenue generated 10% 88.5% from users Average Return Per US$1.75 US$2.77 User (ARPU) Source: Benjamin Joffe, TenCent and TechCrunch 15
  16. 16. Social Networks For Businesses 16
  17. 17. Kaixin001 - Stealing Car Parks Social Game started with General Motors Buick 10% of media budget to increase 6.7% growth in car sales. 17
  18. 18. Minihompy Phenomenon extended to brands, for e.g. Motorola Razr Measure number of comments, user visits and who have viewed this page 18
  19. 19. Facebook Page: Brewerkz Status Message Location, Phone To ramp up the number of fans, they gave the 1st 1000 fans a voucher Number of Fans to free beer The page also shares events and photos of the company 19
  20. 20. How to measure ROI for marketing for Facebook Source: Ogilvy 360 “Facebook For Businesses” 20
  21. 21. And One Last Thing... 21
  22. 22. Mobile Social Networks ✦ “Location, Location, Location” ✦ Augmented Reality ✦ Social Networks + Gaming = Gree.JP, Gowalla/FourSquare, BuUuk, Foyage, My Town - The next wave after Twitter & Facebook? 22
  23. 23. In Summary ✦ Context: Planning community engagement requires understanding of cultural, social and political conditions. ✦ Converse: Deploying community engagement utilizes tools that allow maximum reach and interaction with people based on social networks. ✦ Convert: Set milestones and metrics that helps you to decide whether a course of action deploying the social network have been fruitful. 23
  24. 24. Discussion Topics ✦ The rise of micro-transactions in Social Networks: Could it be a deterrent to getting quality interaction and engagement? ✦ The mobile-web economy: Will social networks move away from the web towards the mobile or complementary? ✦ The abuse of social networks: Privacy & Identity Fraud. How do you assure brands that you can facilitate a social media campaign with social networks? 24
  25. 25. My Projects and URLs you can locate me: Untitled Book Project on Internet & Social Media in Asia with Michael Netzley & Nicholas Khoo You can contact me via GMail/Twitter/Skype: bleongcw and go to my blog: 25