Business remixkeynotefinal

Business Remix Attract & Communicate Connect beyond Email with Customers Understand Master Features & Micro- Apps Targeting Increase Reach, Retention, & ROI AMPLIFYING THE POWER OF SOCIAL NETWORKING

Business Remix Amplifying the Power of Social Networks

Welcome Ellen Leanse Sajjad Jaffer

The Network Effect Reinventing “Business as Usual” Presented by Sajjad Jaffer © Social Power Advisors, 2007 Ellen Petry Leanse Sajjad Jaffer

Business: REMIXED Social networks redeﬁne “business as usual”

Social networks in the media: everyone’s talking

Redeﬁning an industry August, 2007 “Facebook is the hottest company in the Valley” - Marissa Mayer, VP Search Product and User Experience, Google November, 2007 • Google launches OpenSocial • MySpace leaps in to join “force” • Extends reach to 200M users • Partners include Salesforce.com, Plaxo, Ning

Unprecedented growth on social networks On Facebook alone: 53million users…and counting growing by 250,000 new members per day that’s 10,000 per hour … or 173 per minute

“Addictive” usage patterns More than half of active users return daily

Social networks: the great equalizer land grab…from household-name brands to smallest businesses … racing to establish social presence… …small businesses, “personalities,” politicians and non-proﬁts keeping pace… …anyone can play…

Maybe that’s why… $1B $7B $15B Sept. 2006 May 2007 Oct 2007 Facebook Valuation

Another steady climb: 390M 850M 1.3B 2000 2004 2007 Global Internet Usage Source: Morgan Stanley Research

But what does this mean to you? And, signiﬁcantly, to your business?

The questions haven’t changed… ? How do I ﬁnd and connect with customers? How do I communicate with them? How do I stay ahead of the competition? How do I ﬁt it all into my busy day?

…and more have been added: ? How do I manage privacy and security? How does this increase my ROI? Where do I invest my resources?

The answers have been remixed…if you: harness the network effect created on social networking platforms to amplify business opportunity, relevance and results

Let’s get those answers. Today we’ll give you: • Real facts from the real world • Insight into features and capabilities • Best practices from companies we all know and admire • Expert advice on remixing your business

February 2004: The Dawn of Social Networking Mark Zuckerberg, Founder, Facebook.com

Or was it?

The network effect

Then vs. now THEN NOW Linear “face book” Exponential Facebook Desktop as a platform Internet as a platform Closed, controlled, centralized Open, shared, expansive Agency-generated content User-generated content Technology and functions People and expressions

The new game Rank THEN (2005) NOW (2007) 1 yahoo.com yahoo.com 2 msn.com Google.com 3 Google.com MSN.com 4 Ebay.com Youtube.com 5 Amazon.com Live.com 6 Microsoft.com MySpace.com 7 Myspace.com Facebook.com 8 Google.co.uk Orkut.com 9 Aol.com Wikipedia.org 10 Go.com Hi5.com (1) 2005 Exclude MSFT Passport (2) 2007 As of 10/15/07ased on Alexa Global Rankings (Pageviews/ users) Source: Alexa, Morgan Stanley

Wikipedia: the network effect 75,000 contributors creating 8.3 million articles reaching 211 million viewers (that’s a 1:2800 ratio) (did we mention: $0) Source: Morgan Stanley

Network efficiency: the end game Encarta : Wikipedia 1:3400 Source: Hitwise, April, 2007

If revenue is the goal… 62% of businesses expect to make money through advertising and sponsorships of social media 68% will make money on user generated content Source: Accenture Media and Entertainment Survey, April, 2007

Online marketing: awaiting the network effect? $2B $8B $17B 1998 2000 2006 Internet ad spend will increase 25% in 2007… …will productivity? Source: Interactive Advertising Bureau, November, 2007

Marketing rules rewritten by the network effect… "For the last hundred years media has been pushed out to people, but now marketers are going to be a part of the conversation… Mark Zuckerberg, November, 2007

…evolving to conversational marketing “…and they’re going to do this using the social graph in the same way our users do.” Mark Zuckerberg, November, 2007 and what about… • Myspace hypertargetting • Bebo Open Media • Google social adwords?

Large brands have started the conversation.. Source: Facebook

..and people are listening 1,915 fans in 3 days 348K members 422K members Source: Facebook

The network effect equalizes business voices

The new rules are in: THEN NOW Push advertising Conversation marketing Resource intensive Resource efficient Linear Exponential Big guys rule Everybody plays Minimal network effect Maximum network leverage

What does this mean to you? • Can you begin conversations with your customers? • Can you create your own network effect? • Can you ﬁnd the efficiencies and results that the top players are chasing? In short: can you Remix? And if you can…

Will you lead, now that the rules have changed? US Economic Productivity Source: Bloomberg/ Non Farming Index), Morgan Stanley Research

Let’s ﬁnd out today. Google’s OpenSocial: An “Open” Look Security and Privacy in the Open World Strategies for Success on Social Networks The Rise of Apps: How and when they make business sense Business Remix Warm Up: Learning from the Big Guys Business Remix Breakout and Brainstorm

Business: REMIXED YOU

Business remixkeynotefinal

by Sajjad Jaffer

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