Creating Value in Social Networking
Day Business & Tech Summit Chicago,
May 2008
Lars Trieloff, Product Manager
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Hello, my name is Lars Trieloff
! Product Manager Collaboration
and Digital Asset Management
! With Day since November 2007
! Background:
! Open Source Software Development
! Collaboration Software
! Technical Documentation (DocBook)
! Blogging
! IT Systems Engineering
2

Hello, my name is Lars Trieloff
! Product Manager Collaboration
and Digital Asset Management
Product
! With Day ManagNovember 2007
since ement
Department of “n:o
! Background: t
yet”
! Open Source Software Development
! Collaboration Software
! Technical Documentation (DocBook)
! Blogging
! IT Systems Engineering
2

Business Week: Beyond Blogs
$78M Spending on RSS
$64M Spending on Blogs
$63M Spending on Wikis
$39M Spending on Mash-ups
$33M Spending on Podcasting
$29M Spending on Widgets
$149M Spending on Social Networking
$1.8B Spending on Social Media in 2010
1 of 4 US adults is reading blogs
30,000 internal social network users at IBM
140 Twitter: 140 characters or less
$.5M Dell’s revenue generated from twitter
74M Blogs counted by Technorati
4.000 Employees at Sun having a blog
16,000 Wiki users at British Telecom
10,500 Facebook users at British Telecom
20,000 internal social network users at BestBuy
18M Podcast listeners in 2008
170,908 Pages linking to blog techcrunch.com
$1.65B Valuation of Youtube when acquired
$588M Valuation of MySpace when qcquired
$15B Valuation of Facebook (for Microsoft) 3

What is social
net working?
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Facebook
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LinkedIn
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Twitter
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Common
Elements
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User Profile
Digital Identity, Home Page or
Dashboard
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Contacts
Friends, colleagues, buddies,
contacts…
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Activity
Activity Feed for yourself, friends,
groups or everyone
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Standard
Collaboration
Features
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Blogs
personal publishing, here MySpace
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Calendars
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Forums and Discussions
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Chat Rooms
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Image Uploads
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Video Uploads
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Private Messages
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Favorites&Appreciation
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Tagging
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Upcoming
Standard
Features
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Widgets
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Application Platform
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Inter-Network Connections
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What’s in it for
me?
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What’s in it for
me?
Not too much:
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Low CPI in social networks
“ Facebook's members appear indifferent
even to movie advertising aimed at their
demographic. Clickthrough rates, the
percentage of time users click on an ad,
average 0.04% — just 400 clicks in
”
every 1m views
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There will be no second Facebook
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There will be no second Facebook
because there are already dozens
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There will be no second Facebook
because there are already dozens
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There will be no second Facebook
because there are already dozens
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There will be no second Facebook
because there are already dozens
28

There will be no second Facebook
because there are already dozens
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Getting rich with Applications?
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Getting rich with Applications?
Sorry, most of them flop...
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but...
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but...
you can still
generate value!30

On the web...
! Intensify and enhance user generated content
! Increase visitor loyalty: I stay where my friends
are
! Get new visitors through third party network
integration
! Increase page views per visitor
! Reduce spam and abuse through online
reputation management
! Roll with the mobile web: 40% of mobile traffic
is to social networks
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Behind the firewall...
! Collaboration happens across the org chart
! The org chart does not reflect the social reality
! Social networks with ad-hoc networking
!allow collaboration across departments
!social network analysis becomes possible
! The net generation joining the workforce
requires Enterprise 2.0 collaboration
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Do’s and don’t
Don’t Do
! Build a new stand- ! Leverage existing
alone social network social networks
! Create viral-only ! Enhance applications
applications by making them social
! Require extensive ! Leverage existing
data input from users data and content
! Lock in users and ! Encourage mashups
content in your system and APIs
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Some words on APIs
! Bad social web applications have no API
! they do not facilitate data sharing, create lock in
! Mediocre social web applications add an API later
! they see an API as something that is granted to third party
developers, not to users
! Good social web applications have a complete API
! they understand that APIs can drive adoption and make an
application an essential part of web infrastructure
! Superb social web applications are built on top of their
own API
! eating your own dogfood makes the API only better and
creates more value for user through third-party integration
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you will get more and
more active users
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you will get more and
more active users
this allows monetization
from existing revenue
models
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In the future:
Forrester: “Social Networks will be
like air”
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In the future:
Forrester: “Social Networks will be
like air”
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how do I get it?
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how do I get it?
with Communiqé 5 WCM,
DAM and Social Collab
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Communiqué DAM
Contains Image and Video uploads, file
sharing and conversion
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Communiqué Advanced Collaboration
Contains Blogs, Wikis, Calendaring
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Communiqué 5 WCM
Contains Widgets, OpenSocial (Inter-
Network Connections) and Sling
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Communiqué 5 WCM
Contains Widgets, OpenSocial (Inter-
Network Connections) and Sling
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Communiqué 5 WCM
Contains Widgets, OpenSocial (Inter-
Network Connections) and Sling
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Communiqué SocialCollab
Advanced Collaboration &
Collaboration + Social Networking
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Thank you
Learn more at www.day.com
or ask lars.trieloff@day.com
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