Creating Value In Social Networking

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Creating Value in Social Networking: Lars Trieloff's presentation from the Day Business & Tech Summit in Chicago

Creating Value in Social Networking: Lars Trieloff's presentation from the Day Business & Tech Summit in Chicago

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  • 1. Creating Value in Social Networking Day Business & Tech Summit Chicago, May 2008 Lars Trieloff, Product Manager 1
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. What is social net working? 4
  • 6. Facebook 5
  • 7. LinkedIn 6
  • 8. Twitter 7
  • 9. Common Elements 8
  • 10. User Profile Digital Identity, Home Page or Dashboard 9
  • 11. Contacts Friends, colleagues, buddies, contacts… 10
  • 12. Activity Activity Feed for yourself, friends, groups or everyone 11
  • 13. Standard Collaboration Features 12
  • 14. Blogs personal publishing, here MySpace 13
  • 15. Calendars 14
  • 16. Forums and Discussions 15
  • 17. Chat Rooms 16
  • 18. Image Uploads 17
  • 19. Video Uploads 18
  • 20. Private Messages 19
  • 21. Favorites&Appreciation 20
  • 22. Tagging 21
  • 23. Upcoming Standard Features 22
  • 24. Widgets 23
  • 25. Application Platform 24
  • 26. Inter-Network Connections 25
  • 27. What’s in it for me? 26
  • 28. What’s in it for me? Not too much: 26
  • 29. 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 27
  • 30. There will be no second Facebook 28
  • 31. There will be no second Facebook because there are already dozens 28
  • 32. There will be no second Facebook because there are already dozens 28
  • 33. There will be no second Facebook because there are already dozens 28
  • 34. There will be no second Facebook because there are already dozens 28
  • 35. There will be no second Facebook because there are already dozens 28
  • 36. Getting rich with Applications? 29
  • 37. Getting rich with Applications? Sorry, most of them flop... 29
  • 38. but... 30
  • 39. but... you can still generate value!30
  • 40. 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 31
  • 41. 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 32
  • 42. 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 33
  • 43. 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 34
  • 44. you will get more and more active users 35
  • 45. you will get more and more active users this allows monetization from existing revenue models 35
  • 46. In the future: Forrester: “Social Networks will be like air” 36
  • 47. In the future: Forrester: “Social Networks will be like air” 36
  • 48. how do I get it? 37
  • 49. how do I get it? with Communiqé 5 WCM, DAM and Social Collab 37
  • 50. Communiqué DAM Contains Image and Video uploads, file sharing and conversion 38
  • 51. Communiqué Advanced Collaboration Contains Blogs, Wikis, Calendaring 39
  • 52. Communiqué 5 WCM Contains Widgets, OpenSocial (Inter- Network Connections) and Sling 40
  • 53. Communiqué 5 WCM Contains Widgets, OpenSocial (Inter- Network Connections) and Sling 40
  • 54. Communiqué 5 WCM Contains Widgets, OpenSocial (Inter- Network Connections) and Sling 40
  • 55. Communiqué SocialCollab Advanced Collaboration & Collaboration + Social Networking 41
  • 56. Thank you Learn more at www.day.com or ask lars.trieloff@day.com 42