Social Networking: Trends and Applications

SOCIAL NETWORKING Trends & Applications December 2009 Teemu Arina tarina.blogging.ﬁ tar1na

POWER OF SOCIAL NETWORKS

Finland Facebook Suomi24 IRC-galleria Ref: vincos.it

SEARCH IS PRIMARY

SEARCH TODAY Search Engines Social Networks Images, Audio & Video Social People Bookmarking Web

PROSUMERS Media Producers Customers Creators Enthusiasts Explicit Production metadata Attention Metadata Metadata Implicit Remixers Customers Usage metadata Descriptive Metadata Ref: Ryan Shaw

THE TECHNOGRAPICS IS SOCIAL Youth Adults Creators 18% 39% Blogging, creating video/audio/music Critics 25% 43% Ratings, comments, wiki edits Collectors 12% 14% RSS, voting, tagging Joiners 25% 58% Social networking Spectators 48% 66% Reading blogs/forums/reviews, listening podcasts, watching video Inactives 44% 26% None of the above Ref: Forrester

SALES FUNNEL REVERSE FUNNEL Linear Non-linear Us – Company Them – Customer Talking at Conversation with

Searching & Browsing Recommendations & Persuasion Reinforcement & Sacrification Usage & Value Creation Engagement Value Recognition & Self Expression

SOLUTION SPACES Aware Searching & Browsing Interested Recommendations & Persuasion Reinforcement & Sacrification Engaged Usage & Value Creation Value Recognition & Self Expression

EXAMPLE: DELL

AWARE Searching & Browsing

OPTIMIZE SEARCH RESULTS OWN

OPTIMIZE SEARCH RESULTS BOUGHT

OPTIMIZE SEARCH RESULTS EARNED

Obama YouTube Channel REACH OUT TO OTHER SITES 1 800 videos 120 000 000 views 150 000 subscribers

Innovations – Widgets LET USERS TAKE CONTENT AWAY

iPhone Application GIVE BETTER BROWSING TOOLS

KNOW HOW TO SPREAD AND MEASURE

KNOW HOW TO MAKE AN IMPACT

INTERESTED Recommendations & Persuasion Reinforcement & Sacrification

USAGE-BASED RECOMMENDATIONS

USER-GENERATED CATEGORIZATION

AGGREGATION AND VISUALIZATION

DIRECT CONTEXTUAL RECOMMENDATIONS

PROVIDE A FACE

REVERSE MARKETING

UNDERSTAND NETWORK EFFECTS http://www.youtube.com/watch?v=0TYy_3786bo

ENGAGED Usage & Value Creation Value Recognition & Self Expression

My.BarackObama.com = Do-It-Yourself Citizenship IT IS NOT ABOUT US

MAKE My.BarackObama.com deconstructed MEANING

GIVE CREDIT

LINK USER CONTEXTS TOGETHER Ask questions via Twitter! Message any question to @ask_company, tag with #product_name

WHY AND HOW THIS ALL WORKS?

Ronald Coase Theory of Transaction Costs

Moore - Metcalfe - Reed

Broadcast Network Social Network Creative Network Sarnoff Metcalfe Reed 1 12 150 1000< Collaboration Communication Publishing

Informal Network Roles Intelligence Activities ■Connectors ■Aggregation ■Nomads ■Transfer ■Experts ■Sensemaking ■Bridges ■Gatekeepers

SOCIAL OBJECTS Beat Hum Occasional Videos Blog posts Photos Microblogging Presence Continuous SOCIAL OBJECT THE UNIFYING CONTEXT Ref: Jyri Engeström

WHAT STRATEGY?

Providers Users Innovators Advertisers

Successful Digital Experience Useful Useable Desirable Sustainable Social Reason Intuitive Differentiated Maintained Conversation Purpose Easy to use Memorable Supported Sharing Needs Accessible Aesthetic Evolving Community Scaling Networking Next Basics level Users, Brands, Business processes, Values etc. Ref: Original by David Armano 2007, modified by Teemu Arina

OLD WORLD DIGITAL ECOSYSTEMS

DIGITALIZATION IN ORGANIZATIONS Opportunities and sophistication Online Digital Email Website e-Business Collaboration Ecosystems Value W Visibility Comm Open In Im ays of W proving C unication hain Int novation orking egration

ROLES IN THE ECOSYSTEM Increases chances of survival by CATALYST supporting the growth of a living and functioning ecosystem. Aims to own and control a large DICTATOR portion of the ecosystem. Extracts more value from the MILKER ecosystem than contributes back. Builds specialized services & NICHE-PLAYER niche skills, which help the actor to differentiate from others.

NEXT WAVE?

NOW WEB – JWT Trendletter August 2009 NOWISM – Trendwatching.com

Ref: Domino’s Pizza, USA

http://twitter.com/cremebruleecart Over 8400 followers

AWARENESS SYSTEMS “...offer tremendous potential for innovation, with a wide range of forms and contexts for transforming the space around us.” – Panos Markopoulos et al. (2009)

COMMUNICATION CONTENT CONTEXT <<2000 2000-2008 2008>> 3 MOBILE ERA’s Ref: SPRXMobile

INFORMATION & ATTENTION “What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention.” – Social Scientist Herbert Simon (1971)

CONTINUOUS PARTIAL ATTENTION – Linda Stone (1998)

FROM INFORMATION OVERLOAD, TO...

SOCIAL INTERACTION OVERLOAD

LIQUID MODERNITY – Zygmunt Bauman

CONNECTIVISM & INFOTENTION Ref: George Siemens & Howard Rheingold

TOMATOES. Teemu Arina CEO - dicole ltd. tarina.blogging.ﬁ www.dicole.com teemu@dicole.com MY VCARD TO YOUR PHONE: “Imagination is more important than knowledge.” – Albert Einstein tar1na

http://tarina.blogging.fi	413
http://humanismoyconectividad.wordpress.com	399
http://www.slideshare.net	181
http://aziz.typepad.com	113
http://emiral.weebly.com	81
http://isacksworld.blogspot.com	55
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url_unknown	3
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Social Networking: Trends and Applications

by Teemu Arina on Dec 03, 2009

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