SOCIAL NETWORKING :    LEARNINGS &  OPPORTUNITIES             Rohit VarmaSr. VP – Digital Solutions, Aptech Ltd.    Web In...
On this presentationAn optimist’s look at the social networkingphenomenonTo identify opportunities for all-would be       ...
Today1. SN defined2. What are really SN ? What do people do     on them ?3.   Why are SN important ?4.   How many SN can t...
My Web 2.0 for Day 2.0 !     Web 2.0 = People     Web 1.0 = Products
I. Social Networking defined   A Social Network site* =1. Profiles2. Comments   (semi-   (semi-persistent public commentar...
A Social Network
Social networks classifiedGeneral : all-purpose          all-Specialized : for limited applications /people
What people do on “general” SN            sitesManwatching (scraps/news feeds)Ask questionsReply to questionsComment (scra...
Some truths about SN sitesSN sites are not about “networking,” butabout “networks”Strengthen existing “weak” ties more tha...
The Power of SN :           Trust + InterestProfile&Traversable, publicly articulated Social Networkcreate the trustCommen...
SN : An evolved way to        communicate - IIM    : talking to friends, synchronousChat  : talking to strangersHomepages ...
SN : An evolved way to             communicate – II ( Legend : Green = successful Net products, Red = Failed products)Feat...
II. What really are SN :          ConclusionsSocial networking sites are an evolvedform of communicationLot of direct & in...
The goal of every SN site :      Online CommunitySuccessful network becomes a communityTo build a strong community- seed (...
Success of general SN :Implications for Internet businessPortal usage growth last few years hasbeen linearGeneral SN sites...
III : Importance of Social Networks  Trust biggest issue on the Net. Easy to  connect people on Internet, but these  are u...
Leading SN sites & how they built              trustOrkut, Mixi : invite onlyCyworld : authenticate using your IDFacebook ...
IV. How many SN can there          be ?
7 examples of SN / communities people will always be interested in1. My Classmates (including alumni)2. My Locality (hunt ...
How many SN can there be ?Thus, each individual can be a member of2-7 SN networksEach SN limited in size to < ~ fewhundred...
V. In which areas can SN deliver maximum value
7 (of many) opportunities                 for SN in India1. Finance : Investor penetration ~ 2-3% today;                  ...
7 (of many) opportunities            for SN in India6. Local municipal improvements : Social   Network of active citizens7...
To sum upSocial networks an evolved form ofInternet communicationCan enable increase trust among peopleMany decisions in s...
VI. SN : Some predictions - I1. Today’s generic SN sites e.g. Facebook   are the first phase of the rise of SN2. Many new ...
VI.    SN : Some predictions - II4. Separately, every Internet site can and   will have one or more social networking   fe...
THANKS     rohit@interskale.in(Updated contact ID as of ’12)
Social networking learnings & opportunities web innovation conference, bangalore_2007
Social networking learnings & opportunities web innovation conference, bangalore_2007
Social networking learnings & opportunities web innovation conference, bangalore_2007
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Social networking learnings & opportunities web innovation conference, bangalore_2007

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A presentation I made at The Web Innovation conference in 2007. Based largely on my experience as CEO of Indian social networking startup Yo4ya.com. I take a shot at describing what sorts of social networks can succeed.

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Social networking learnings & opportunities web innovation conference, bangalore_2007

  1. 1. SOCIAL NETWORKING : LEARNINGS & OPPORTUNITIES Rohit VarmaSr. VP – Digital Solutions, Aptech Ltd. Web Innovation Conference, Bangalore 19.12.07
  2. 2. On this presentationAn optimist’s look at the social networkingphenomenonTo identify opportunities for all-would be all-entrepreneurs & intrapreneursWith inputs from my learnings atRediff.com, a leading portal & from Yo4Ya,a social networking startup
  3. 3. Today1. SN defined2. What are really SN ? What do people do on them ?3. Why are SN important ?4. How many SN can there be ?5. In which areas can SN deliver maximum value6. Some predictions re. SN
  4. 4. My Web 2.0 for Day 2.0 ! Web 2.0 = People Web 1.0 = Products
  5. 5. I. Social Networking defined A Social Network site* =1. Profiles2. Comments (semi- (semi-persistent public commentary on the profile)3. A traversable, publicly articulated social network displayed in relation to the profile* Danah Boyd : Social Networking Sites Definition & History (2007)
  6. 6. A Social Network
  7. 7. Social networks classifiedGeneral : all-purpose all-Specialized : for limited applications /people
  8. 8. What people do on “general” SN sitesManwatching (scraps/news feeds)Ask questionsReply to questionsComment (scrap / wall / testimonial)PlayShare their World (profile)=> Like at a college canteen
  9. 9. Some truths about SN sitesSN sites are not about “networking,” butabout “networks”Strengthen existing “weak” ties more thancreate new onesDunbar’s Number : Rule of 150, thenumber of relationships humans canmanage
  10. 10. The Power of SN : Trust + InterestProfile&Traversable, publicly articulated Social Networkcreate the trustComments (e.g. scraps) are what creates theinterestFor success, design a social network aroundtrust + interest
  11. 11. SN : An evolved way to communicate - IIM : talking to friends, synchronousChat : talking to strangersHomepages : profiles, on any topic, but strangers and non-traversable non-Forums : talk around one interestSMS : talking to friends, asynchronousSN :?
  12. 12. SN : An evolved way to communicate – II ( Legend : Green = successful Net products, Red = Failed products)Feature For Synch / Profile Comments Publicly Friends / Asynch- Yes / No Asynch- articulated, Strangers ronous traversable SNIM Friends Synch No N.A. NoChat Strangers Synch No N.A. NoRoomsHome-Home- Strangers Asynch Yes No NopagesForums Strangers Asynch No Yes NoSN Friends & Synch & Yes Yes Yes Strangers Asynch
  13. 13. II. What really are SN : ConclusionsSocial networking sites are an evolvedform of communicationLot of direct & indirect communicationFramework exists to increase interactionswith people whom one doesn’t know wellProperly managed, SN offer value-adds to value-end-end-users over other forms ofcommunication
  14. 14. The goal of every SN site : Online CommunitySuccessful network becomes a communityTo build a strong community- seed (e.g. have founder members whoare passionate)- feed (e.g. recognize contributors)- weed (remove troublemakers)- use a moderator- don’t be in a hurry : takes time to buildtrust
  15. 15. Success of general SN :Implications for Internet businessPortal usage growth last few years hasbeen linearGeneral SN sites given fillip to site traffic :Usage of typical SN site ~ 3-4x that of 3-conventional portals- More time per session- More page viewsConsequent buoyancy to Internet adrevenues
  16. 16. III : Importance of Social Networks Trust biggest issue on the Net. Easy to connect people on Internet, but these are usually strangers. SN a good way to establish relevant connections between people, thus maximize trust among people. A SN can thus be used to make decisions involving trust i.e. a high risk decision (~job, investments, marriage, …)
  17. 17. Leading SN sites & how they built trustOrkut, Mixi : invite onlyCyworld : authenticate using your IDFacebook : earlier .edu college network,now via privacy settingsMy Space : Tom ( Friend )Build trust to leverage growth of network
  18. 18. IV. How many SN can there be ?
  19. 19. 7 examples of SN / communities people will always be interested in1. My Classmates (including alumni)2. My Locality (hunt for a maid, car pool, rally for municipal cause)3. My Profession (across the world, not country- country- specific)4. My Colleagues (on the Intranet ?)5. My Family (+ extended family + ancestors)6. My Passion (hobby / activity / views)7. My Pain points (unique to each)
  20. 20. How many SN can there be ?Thus, each individual can be a member of2-7 SN networksEach SN limited in size to < ~ fewhundred members
  21. 21. V. In which areas can SN deliver maximum value
  22. 22. 7 (of many) opportunities for SN in India1. Finance : Investor penetration ~ 2-3% today; 2- advice from network of investors known to me (to convert non-investor to investor) non-2. Health : Urgency in lifestyle change e.g. diabetes , advice through people known to me3. Traffic congestion : Inhibitions in strangers joining a car pool; minimize same through a SN4. Jobs : Should I consider this job / accept this offer , advice from people known to me ?5. Matrimony : Can someone introduce me or provide a reference regarding that family (network of parents) ?
  23. 23. 7 (of many) opportunities for SN in India6. Local municipal improvements : Social Network of active citizens7. Charities : Choosing among thousands of options an issue today; minimize trust issues via network of current donors
  24. 24. To sum upSocial networks an evolved form ofInternet communicationCan enable increase trust among peopleMany decisions in society involve or willcollaboration among people who don’treally know each other directlySN a good tool to enable such decisions
  25. 25. VI. SN : Some predictions - I1. Today’s generic SN sites e.g. Facebook are the first phase of the rise of SN2. Many new special SN can yet be possibly created : Each of us are a potential member of ~ 7 such networks3. SN sites are one of the best tools ever towards building trust online
  26. 26. VI. SN : Some predictions - II4. Separately, every Internet site can and will have one or more social networking features5. White label (templatized, plug-and-play) (templatized, plug-and- social networking sites, mostly free, will arise for use by lay people to meet above needs6. Biggest impact of SN sites will be towards various societal issues
  27. 27. THANKS rohit@interskale.in(Updated contact ID as of ’12)

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