Three Tales about Social Networks

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

Concept of Social Networks 2

Social Networking Ofﬂine Online Activity Invite to the network or networking session Registration to the network or networking session 3

Social Networking Ofﬂine Online Activity Connecting with people in the network Sharing Information and discuss issues in the networking session 4

Social Networking Ofﬂine Online Activity Follow up with the people you meet in the network Provide a proﬁle of yourself 5

What has really changed with the transition of communities or social networks from ofﬂine to online? 6

Social Gaming is propagated by trusted referrals among friends in a social network Shifting Social Activity from Ofﬂine to Online. 7

Scalability: Extension of a user’s reach is happening very quickly in real time 8

The extension of activity is the ability to interact with someone without the need to meet face to face 9

Global Trends & Observations of Social Networks 10

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

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 http://www.techcrunch.com/2009/12/21/world-map-social-networks/ 13

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

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

Social Networks For Businesses 16

Kaixin001 - Stealing Car Parks Social Game started with General Motors Buick 10% of media budget to increase 6.7% growth in car sales. 17

Minihompy Phenomenon extended to brands, for e.g. Motorola Razr Measure number of comments, user visits and who have viewed this page 18

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

How to measure ROI for marketing for Facebook Source: Ogilvy 360 “Facebook For Businesses” 20

And One Last Thing... 21

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

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

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

My Projects and URLs you can locate me: http://www.sgentrepreneurs.com http://www.thymoscapital.com http://chlkboard.com Untitled Book Project on Internet & Social Media in Asia with Michael http://www.thisweekinasia.net Netzley & Nicholas Khoo You can contact me via GMail/Twitter/Skype: bleongcw and go to my blog: http://bernardleong.com 25

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Three Tales about Social Networks

by Bernard Leong on Jan 27, 2010

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