Social Networking: Trends and Applications
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Social Networking: Trends and Applications

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Teemu Arina's presentation at Sanoma Entertainment Online Day on 3rd of December 2009.

Teemu Arina's presentation at Sanoma Entertainment Online Day on 3rd of December 2009.

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  • Full Name Full Name Comment goes here.
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  • networking
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  • very nice thinking
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  • Speaking of Social Networks, :)

    First Brazilian Social Network, what do you think? BeBrazil.com
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  • Great & too impressive
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Social Networking: Trends and Applications Social Networking: Trends and Applications Presentation Transcript

  • 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