1
What is a social network?

Mark Zuckerberg Q&A
Facebook founder and CEO

Source: SxSW 2008 conference, Austin TX




     ...
Would you have imagined the impact of Facebook?

                       June 2007        June 2008           % growth

   ...
Echo System
The impact of collective intelligence
on consumption and branding


The Trend Watch #7




                   ...
Before
Planning the trip




                    5
6
7
8
76% say that recommendations from friends and colleagues are important or
very important when booking a hotel online.

41%...
10
Instant Messaging, TXT and Video Chat
New cross-messaging functionalities on popular social networking sites
could potenti...
12
Social Technoghraphics Ladder

18%    Creators        blog, publish web pages, upload videos and photos, write articles
25...
Day #1
Jet lag




          14
15
Introducing VRM
Vendor Relationship Management provides customers
with tools for engaging with vendors in ways that work
f...
17
18
19
20
21
22
23
Dealing with your detractors




Source: Forester ‘Online Community Best Practices’, Feb 2008


                          ...
Trust peers vs. advertising when
making a major purchase decision

           Trust peers                       30%

    T...
26
Social Markets

“Networked market are beginning to self
organize faster than the companies that
have traditionally served ...
28
29
Community needs first!
The consumer relationship best
practices that create WOM

Source: SxSW Zappos conference, 2008




...
Day #2
Family time




              31
32
33
34
35
Credible sources of information
about a brand/company
Persons like themselves                     60%
         Financial a...
37
Groundswell

A social trend in which people use
technologies to get the things they need
from each other, rather than from...
39
40
41
42
Day #3
Black Friday shopping sales




                              43
The Real Story of RSS

                 Aware
                  RSS
Unaware
                 users
  RSS
                 ...
45
46
47
48
49
50
51
52
53
54
Worldwide Online Social Network Advertising
Spending, 2006-2011 ($ millions and % change)

               2006           4...
56
Why people (18+) contribute to Social
Networks and User Generated Content

       Feel part of community                  ...
58
59
"In a dramatic acceleration of the seven-year sales decline that has battered the
music industry, compact-disc sales for t...
61
62
Media Used by US Internet Users to
  find information about 2008
  Presidential Candidates and Issues
                 May...
64
‘We can’ vs. ‘I will’
Democrats have slightly above-average
participation in all social technologies;
Republicans are belo...
66
67
68
69
Day #4
Beach party




              70
71
72
73
74
75
The iPhone's App Store has sold 60 million applications
or two million downloads a day, after one month. Altogether this
n...
Day #5
Gifts, postcards and souvenirs




                                 77
78
79
Dell, Microsoft, Southwest Airlines, The
Coca-Cola Company…




                                           80
81
82
83
84
85
86
The Echo System golden rule
Regardless of your own goals,
always put the network’s needs first.



Stay tuned: TheTrendWat...
88
UGO
Cibernautas fazem
  upload de uma
 fotografia que irá
   fazer parte do
 desenho final do
      outdoor
© FullSIX 2008 -
Strictly
Stay tuned!
TheTrendWatch.com




                    10
                     0
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TheTrendwatch #08

  1. 1. 1
  2. 2. What is a social network? Mark Zuckerberg Q&A Facebook founder and CEO Source: SxSW 2008 conference, Austin TX 2
  3. 3. Would you have imagined the impact of Facebook? June 2007 June 2008 % growth 52.167 132.105 FACEBOOK 143% 35.698 North America 49.248 38% 8.751 Europe 35.263 303% 3.712 Asia Pacific 20.712 458% 2.974 Middle East - Africa 14.951 403% 1.033 Latin America 11.931 1055% Source: Facebook Growth - Age +15, ComScore World Metrix, June 2008 3
  4. 4. Echo System The impact of collective intelligence on consumption and branding The Trend Watch #7 4
  5. 5. Before Planning the trip 5
  6. 6. 6
  7. 7. 7
  8. 8. 8
  9. 9. 76% say that recommendations from friends and colleagues are important or very important when booking a hotel online. 41% said the same about traveler-written reviews. The bottom line: While both types of content are important, personal network recommendations more strongly influence hotel booking than reviews from strangers. Source: Forrester research for Sheraton 9
  10. 10. 10
  11. 11. Instant Messaging, TXT and Video Chat New cross-messaging functionalities on popular social networking sites could potentially reach a total of 23.6 million US users and 54.8 million users worldwide The number of TXT every day exceeds the number of people living on earth (more than 6 billion) Source: comScore stats for ‘the eight sites’, June 2008 11
  12. 12. 12
  13. 13. Social Technoghraphics Ladder 18% Creators blog, publish web pages, upload videos and photos, write articles 25% Critics post ratings/reviews, comment on someone else’s blog, contribute to forums/wiki 12% Collectors use RSS feeds, add tags to online content, vote for sites online 25% Joiners maintain profile on a social network and spend time interacting 48% Spectators read blogs, watch videos, listen podcasts, read online UGC, and peer reviews 44% Inactives none of the above Base: US online adults Source: Forrester Q2 2007 Social Technographics Survey 13
  14. 14. Day #1 Jet lag 14
  15. 15. 15
  16. 16. Introducing VRM Vendor Relationship Management provides customers with tools for engaging with vendors in ways that work for both parties. Source: Doc Searls – Project VRM at Harvard University 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23
  24. 24. Dealing with your detractors Source: Forester ‘Online Community Best Practices’, Feb 2008 24
  25. 25. Trust peers vs. advertising when making a major purchase decision Trust peers 30% Trust advertising 10% Source: Jupiter Research, March 2007 25
  26. 26. 26
  27. 27. Social Markets “Networked market are beginning to self organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.” Source: ‘The Cluetrain Manifesto’ - Rick Levine, Christopher Locke, Doc Searls, David Weinberger 27
  28. 28. 28
  29. 29. 29
  30. 30. Community needs first! The consumer relationship best practices that create WOM Source: SxSW Zappos conference, 2008 30
  31. 31. Day #2 Family time 31
  32. 32. 32
  33. 33. 33
  34. 34. 34
  35. 35. 35
  36. 36. Credible sources of information about a brand/company Persons like themselves 60% Financial analyst 56% Academic 54% Doctor / Specialist 53% Non-Profit Organisation 50% Employee of company 43% CEO of company 23% Blogger 12% Source: 2008 Edelman Trust Barometer, January 2008 36
  37. 37. 37
  38. 38. Groundswell A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. Source: Charlene Li and Josh Bernoff ‘Groundswell’, March 2008 38
  39. 39. 39
  40. 40. 40
  41. 41. 41
  42. 42. 42
  43. 43. Day #3 Black Friday shopping sales 43
  44. 44. The Real Story of RSS Aware RSS Unaware users RSS 4% users 27% Do not use RSS 69% Source: Ipsos ‘RSS whitepaper’ October 2005 44
  45. 45. 45
  46. 46. 46
  47. 47. 47
  48. 48. 48
  49. 49. 49
  50. 50. 50
  51. 51. 51
  52. 52. 52
  53. 53. 53
  54. 54. 54
  55. 55. Worldwide Online Social Network Advertising Spending, 2006-2011 ($ millions and % change) 2006 480 2007 (155%) 1225 2008 (65%) 2015 2009 (32%) 2665 2010 (22%) 3245 2011 (17%) 3795 Source: eMarketer, May 2008 55
  56. 56. 56
  57. 57. Why people (18+) contribute to Social Networks and User Generated Content Feel part of community 31% Recognition from peers 28% Participate with brands I like 9% Make money 6% Recognition from colleagues 4% Other (Share with family, fun) 22% Source: IBM Institute for Business Value ‘US Consumer Research: Digital Entertainment & Media’ August 2007 57
  58. 58. 58
  59. 59. 59
  60. 60. "In a dramatic acceleration of the seven-year sales decline that has battered the music industry, compact-disc sales for the first three months of this year plunged 20% from a year earlier, the latest sign of the seismic shift in the way consumers acquire music." Source: Ethan Smith, "Sales of Music, Long in Decline, Plunge Sharply" The Wall Street Journal Online, March 21, 2007 60
  61. 61. 61
  62. 62. 62
  63. 63. Media Used by US Internet Users to find information about 2008 Presidential Candidates and Issues May 2007 March 2008 62% TV 76% 42% Internet 55% 42% Newspaper 47% Word-of- 23% 33% mouth 25% Radio 29% News 21% 21% Magazines Too early, not 23% 12% looking yet Source: iCrossing ‘How America Searches: Election 08 Update’ conducted by Opinion Research Corporation, April 2008 63
  64. 64. 64
  65. 65. ‘We can’ vs. ‘I will’ Democrats have slightly above-average participation in all social technologies; Republicans are below average. Source: Forrester ‘North American Social Technologies Online Survey’, Q2 2007 65
  66. 66. 66
  67. 67. 67
  68. 68. 68
  69. 69. 69
  70. 70. Day #4 Beach party 70
  71. 71. 71
  72. 72. 72
  73. 73. 73
  74. 74. 74
  75. 75. 75
  76. 76. The iPhone's App Store has sold 60 million applications or two million downloads a day, after one month. Altogether this netted about $30 million in revenue. Source: Steve Jobs interview - Wall street Journal - August 11, 2008 76
  77. 77. Day #5 Gifts, postcards and souvenirs 77
  78. 78. 78
  79. 79. 79
  80. 80. Dell, Microsoft, Southwest Airlines, The Coca-Cola Company… 80
  81. 81. 81
  82. 82. 82
  83. 83. 83
  84. 84. 84
  85. 85. 85
  86. 86. 86
  87. 87. The Echo System golden rule Regardless of your own goals, always put the network’s needs first. Stay tuned: TheTrendWatch.com 87
  88. 88. 88
  89. 89. UGO Cibernautas fazem upload de uma fotografia que irá fazer parte do desenho final do outdoor
  90. 90. © FullSIX 2008 - Strictly
  91. 91. Stay tuned! TheTrendWatch.com 10 0
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