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SOCIAL NETWORKING
Trends & Applications




                     December 2009
                    Teemu Arina
tarina.blog...
POWER OF SOCIAL
  NETWORKS
Finland   Facebook   Suomi24   IRC-galleria
                                              Ref: vincos.it
SEARCH IS PRIMARY
SEARCH TODAY


               Search
               Engines
                                Social
                       ...
PROSUMERS
                                      Media
                    Producers                     Customers


      ...
THE TECHNOGRAPICS IS SOCIAL




                          Youth
                 Adults
    Creators     18% 39%          ...
SALES FUNNEL   REVERSE FUNNEL
Linear         Non-linear
Us – Company   Them – Customer
Talking at     Conversation with
Searching & Browsing



                         Recommendations & Persuasion


                Reinforcement & Sacrificat...
SOLUTION SPACES
Aware        Searching & Browsing



Interested
             Recommendations & Persuasion


             R...
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 ...
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 ...
WHY AND HOW THIS
   ALL WORKS?
Ronald Coase


Theory of Transaction Costs
Moore - Metcalfe - Reed
Broadcast Network

                      Social Network

                     Creative Network

Sarnoff   Metcalfe   Reed ...
Informal Network Roles   Intelligence Activities
 ■Connectors              ■Aggregation
 ■Nomads                  ■Transfe...
SOCIAL OBJECTS
Beat                                                                 Hum


Occasional   Videos Blog posts P...
WHAT STRATEGY?
Providers       Users




               Innovators
 Advertisers
Successful Digital Experience
           Useful    Useable       Desirable        Sustainable              Social
        ...
OLD WORLD


        DIGITAL ECOSYSTEMS
DIGITALIZATION IN ORGANIZATIONS

     Opportunities and sophistication

                                                  ...
ROLES IN THE ECOSYSTEM
                  Increases chances of survival by
    CATALYST      supporting the growth of a liv...
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 fo...
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
      r...
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.

                           ...
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.

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Transcript of "Social Networking: Trends and Applications"

  1. 1. SOCIAL NETWORKING Trends & Applications December 2009 Teemu Arina tarina.blogging.fi tar1na
  2. 2. POWER OF SOCIAL NETWORKS
  3. 3. Finland Facebook Suomi24 IRC-galleria Ref: vincos.it
  4. 4. SEARCH IS PRIMARY
  5. 5. SEARCH TODAY Search Engines Social Networks Images, Audio & Video Social People Bookmarking Web
  6. 6. PROSUMERS Media Producers Customers Creators Enthusiasts Explicit Production metadata Attention Metadata Metadata Implicit Remixers Customers Usage metadata Descriptive Metadata Ref: Ryan Shaw
  7. 7. 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
  8. 8. SALES FUNNEL REVERSE FUNNEL Linear Non-linear Us – Company Them – Customer Talking at Conversation with
  9. 9. Searching & Browsing Recommendations & Persuasion Reinforcement & Sacrification Usage & Value Creation Engagement Value Recognition & Self Expression
  10. 10. SOLUTION SPACES Aware Searching & Browsing Interested Recommendations & Persuasion Reinforcement & Sacrification Engaged Usage & Value Creation Value Recognition & Self Expression
  11. 11. EXAMPLE: DELL
  12. 12. AWARE Searching & Browsing
  13. 13. OPTIMIZE SEARCH RESULTS OWN
  14. 14. OPTIMIZE SEARCH RESULTS BOUGHT
  15. 15. OPTIMIZE SEARCH RESULTS EARNED
  16. 16. Obama YouTube Channel REACH OUT TO OTHER SITES 1 800 videos 120 000 000 views 150 000 subscribers
  17. 17. Innovations – Widgets LET USERS TAKE CONTENT AWAY
  18. 18. iPhone Application GIVE BETTER BROWSING TOOLS
  19. 19. KNOW HOW TO SPREAD AND MEASURE
  20. 20. KNOW HOW TO MAKE AN IMPACT
  21. 21. INTERESTED Recommendations & Persuasion Reinforcement & Sacrification
  22. 22. USAGE-BASED RECOMMENDATIONS
  23. 23. USER-GENERATED CATEGORIZATION
  24. 24. AGGREGATION AND VISUALIZATION
  25. 25. DIRECT CONTEXTUAL RECOMMENDATIONS
  26. 26. PROVIDE A FACE
  27. 27. REVERSE MARKETING
  28. 28. UNDERSTAND NETWORK EFFECTS http://www.youtube.com/watch?v=0TYy_3786bo
  29. 29. ENGAGED Usage & Value Creation Value Recognition & Self Expression
  30. 30. My.BarackObama.com = Do-It-Yourself Citizenship IT IS NOT ABOUT US
  31. 31. MAKE My.BarackObama.com deconstructed MEANING
  32. 32. GIVE CREDIT
  33. 33. LINK USER CONTEXTS TOGETHER Ask questions via Twitter! Message any question to @ask_company, tag with #product_name
  34. 34. WHY AND HOW THIS ALL WORKS?
  35. 35. Ronald Coase Theory of Transaction Costs
  36. 36. Moore - Metcalfe - Reed
  37. 37. Broadcast Network Social Network Creative Network Sarnoff Metcalfe Reed 1 12 150 1000< Collaboration Communication Publishing
  38. 38. Informal Network Roles Intelligence Activities ■Connectors ■Aggregation ■Nomads ■Transfer ■Experts ■Sensemaking ■Bridges ■Gatekeepers
  39. 39. SOCIAL OBJECTS Beat Hum Occasional Videos Blog posts Photos Microblogging Presence Continuous SOCIAL OBJECT THE UNIFYING CONTEXT Ref: Jyri Engeström
  40. 40. WHAT STRATEGY?
  41. 41. Providers Users Innovators Advertisers
  42. 42. 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
  43. 43. OLD WORLD DIGITAL ECOSYSTEMS
  44. 44. 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
  45. 45. 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.
  46. 46. NEXT WAVE?
  47. 47. NOW WEB – JWT Trendletter August 2009 NOWISM – Trendwatching.com
  48. 48. Ref: Domino’s Pizza, USA
  49. 49. http://twitter.com/cremebruleecart Over 8400 followers
  50. 50. 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)
  51. 51. COMMUNICATION CONTENT CONTEXT <<2000 2000-2008 2008>> 3 MOBILE ERA’s Ref: SPRXMobile
  52. 52. 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)
  53. 53. CONTINUOUS PARTIAL ATTENTION – Linda Stone (1998)
  54. 54. FROM INFORMATION OVERLOAD, TO...
  55. 55. SOCIAL INTERACTION OVERLOAD
  56. 56. LIQUID MODERNITY – Zygmunt Bauman
  57. 57. CONNECTIVISM & INFOTENTION Ref: George Siemens & Howard Rheingold
  58. 58. 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
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