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.

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
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2. Concept of Social Networks
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3. Social Networking
Offline Online
Activity
Invite to the
network or
networking session
Registration to the
network or
networking session
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4. Social Networking
Offline Online
Activity
Connecting with
people in the
network
Sharing
Information and
discuss issues
in the networking
session
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5. Social Networking
Offline Online
Activity
Follow up with the
people you meet in
the network
Provide a profile of
yourself
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6. What has really changed with the transition of
communities or social networks from offline to online?
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7. Social Gaming is propagated
by trusted referrals among friends in a
social network
Shifting Social Activity from Offline to Online.
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8. Scalability: Extension of a user’s reach is
happening very quickly in real time
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9. The extension of activity is the ability to interact with
someone without the need to meet face to face
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10. Global Trends & Observations of
Social Networks
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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
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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
http://www.techcrunch.com/2009/12/21/world-map-social-networks/
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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.
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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
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16. Social Networks For Businesses
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17. Kaixin001 - Stealing Car Parks Social Game
started with General Motors Buick
10% of media budget to increase 6.7% growth in car sales.
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18. Minihompy Phenomenon
extended to brands,
for e.g. Motorola Razr
Measure number of
comments, user visits and
who have viewed this page
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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
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20. How to measure ROI for marketing for Facebook
Source: Ogilvy 360 “Facebook For Businesses”
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21. And One Last Thing...
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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?
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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.
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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?
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25. 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
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