091203 sanoma-091203033813-phpapp01

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091203 sanoma-091203033813-phpapp01

  1. 1. SOCIAL NETWORKINGTrends & Applications December 2009 Teemu Arinatarina.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 MetadataMetadata 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 FUNNELLinear Non-linearUs – Company Them – CustomerTalking at Conversation with
  9. 9. Searching & Browsing Recommendations & Persuasion Reinforcement & Sacrification Usage & Value CreationEngagement Value Recognition & Self Expression
  10. 10. SOLUTION SPACESAware Searching & BrowsingInterested Recommendations & Persuasion Reinforcement & SacrificationEngaged Usage & Value Creation Value Recognition & Self Expression
  11. 11. EXAMPLE: DELL
  12. 12. AWARESearching & Browsing
  13. 13. OPTIMIZE SEARCH RESULTSOWN
  14. 14. OPTIMIZE SEARCH RESULTSBOUGHT
  15. 15. OPTIMIZE SEARCH RESULTSEARNED
  16. 16. Obama YouTube ChannelREACH OUT TO OTHER SITES 1 800 videos 120 000 000 views 150 000 subscribers
  17. 17. Innovations – WidgetsLET USERS TAKE CONTENT AWAY
  18. 18. iPhone ApplicationGIVE BETTER BROWSING TOOLS
  19. 19. KNOW HOWTO SPREADANDMEASURE
  20. 20. KNOW HOW TO MAKE AN IMPACT
  21. 21. INTERESTEDRecommendations & Persuasion Reinforcement & Sacrification
  22. 22. USAGE-BASEDRECOMMENDATIONS
  23. 23. USER-GENERATEDCATEGORIZATION
  24. 24. AGGREGATION ANDVISUALIZATION
  25. 25. DIRECT CONTEXTUALRECOMMENDATIONS
  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 CreationValue Recognition & Self Expression
  30. 30. My.BarackObama.com = Do-It-Yourself CitizenshipIT IS NOT ABOUT US
  31. 31. MAKEMy.BarackObama.com deconstructedMEANING
  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 CoaseTheory of Transaction Costs
  36. 36. Moore - Metcalfe - Reed
  37. 37. Broadcast Network Social Network Creative NetworkSarnoff 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 OBJECTSBeat HumOccasional 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 NextBasics 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 VisibilityComm 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 2009NOWISM– 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’sRef: 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 PARTIALATTENTION– Linda Stone (1998)
  54. 54. FROMINFORMATIONOVERLOAD,TO...
  55. 55. SOCIAL INTERACTIONOVERLOAD
  56. 56. LIQUIDMODERNITY – 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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