SOCIAL NETWORKINGTrends & ApplicationsDecember 2009Teemu Arinatar1natarina.blogging.fiSOCIAL NETWORKINGTrends & Applicatio...
POWER OF SOCIALNETWORKS
FinlandFacebookSuomi24IRC-galleria FinlandFacebookSuomi24IRC-galleriaRef: vincos.it
SEARCH IS PRIMARY
SEARCH TODAYSearchEnginesSocialNetworksImages, Audio& VideoSocialBookmarkingPeopleWeb
PROSUMERSMediaProducers CustomersCreatorsEnthusiastsAttention MetadataExplicit Production metadataMetadataImplicitCustomer...
THE TECHNOGRAPICS IS SOCIALCreatorsCriticsCollectorsJoinersSpectatorsInactives18% 39%25% 43%12% 14%25% 58%48% 66%44% 26%Yo...
SALES FUNNELREVERSE FUNNELLinear Non-linearUs – Company Them – CustomerTalking at Conversation with
Searching & BrowsingRecommendations & PersuasionReinforcement & SacrificationEngagementUsage & Value CreationValue Recogni...
Searching & BrowsingRecommendations & PersuasionReinforcement & SacrificationUsage & Value CreationValue Recognition & Sel...
EXAMPLE: DELL
AWARESearching & Browsing
OPTIMIZE SEARCH RESULTSOWN
OPTIMIZE SEARCH RESULTSBOUGHT
OPTIMIZE SEARCH RESULTSEARNED
1 800 videos120 000 000 views150 000 subscribersREACH OUT TO OTHER SITES1 800 videos120 000 000 views150 000 subscribersRE...
LET USERS TAKE CONTENT AWAY
GIVE BETTER BROWSING TOOLS
KNOW HOWTO SPREADANDMEASURE
KNOW HOW TO MAKE AN IMPACT
INTERESTEDRecommendations & PersuasionReinforcement & Sacrification
USAGE-BASEDRECOMMENDATIONSUSAGE-BASEDRECOMMENDATIONS
USER-GENERATEDCATEGORIZATIONUSER-GENERATEDCATEGORIZATION
AGGREGATION ANDVISUALIZATIONAGGREGATION ANDVISUALIZATION
DIRECT CONTEXTUALRECOMMENDATIONSDIRECT CONTEXTUALRECOMMENDATIONS
PROVIDE A FACE
REVERSE MARKETING
UNDERSTAND NETWORK EFFECTShttp://www.youtube.com/watch?v=0TYy_3786bo
ENGAGEDUsage & Value CreationValue Recognition & Self Expression
IT IS NOT ABOUT US
MAKEMEANING
GIVE CREDIT
LINK USER CONTEXTS TOGETHERAsk questions via Twitter!Message any question to @ask_company,tag with #product_name
WHY AND HOW THISALL WORKS?
Ronald   CoaseTheory   of Transaction CostsRonald   CoaseTheory   of Transaction Costs
Moore - Metcalfe - Reed Moore - Metcalfe - Reed
Sarnoff Metcalfe ReedSocial NetworkBroadcast NetworkCollaborationCommunicationPublishingCreative Network1 12 150 1000< Sar...
Informal Network Roles¦Connectors¦Nomads¦Experts¦Bridges¦GatekeepersIntelligence Activities¦Aggregation¦Transfer¦Sensemaki...
SOCIAL OBJECTSBeatHumContinuousOccasional Videos Blog posts Photos Microblogging PresenceSOCIALOBJECTTHE UNIFYINGCONTEXTRe...
WHAT STRATEGY?
Providers UsersInnovatorsAdvertisersProviders UsersInnovatorsAdvertisers
Users, Brands, Business processes, Values etc.UsefulUseableDesirableSustainableSocialSuccessful Digital ExperienceReasonPu...
DIGITAL ECOSYSTEMSOLD WORLDDIGITAL ECOSYSTEMSOLD WORLD
WebsiteEmaile-BusinessOnlineCollaborationDigitalEcosystemsCommunicationVisibilityValue Chain IntegrationImprovingWays ofWo...
ROLES IN THE ECOSYSTEM ROLES IN THE ECOSYSTEMCATALYSTIncreases chances of survival bysupporting the growth of a livingand ...
NEXT WAVE?
NOW WEB– JWT Trendletter August 2009NOWISM– Trendwatching.com
Ref: Domino–s Pizza, USA
http://twitter.com/cremebruleecartOver 8400 followers
space around us.–AWARENESS SYSTEMS–...offer tremendous potential forinnovation, with a wide range of formsand contexts for...
COMMUNICATION<<2000CONTENT2000-2008CONTEXT2008>>3 MOBILE ERA–sRef: SPRXMobileCOMMUNICATION<<2000CONTENT2000-2008CONTEXT200...
INFORMATION & ATTENTION–What information consumes is ratherobvious: it consumes the attention of itsrecipients. Hence a we...
CONTINUOUS PARTIALATTENTION– Linda Stone (1998)
FROMINFORMATIONOVERLOAD,TO...
SOCIAL INTERACTIONOVERLOAD
LIQUIDMODERNITY– Zygmunt Bauman
CONNECTIVISM& INFOTENTIONCONNECTIVISM& INFOTENTIONRef: George Siemens & Howard Rheingold
Teemu ArinaTOMATOES.CEO - dicole ltd.tarina.blogging.fiwww.dicole.comteemu@dicole.comMY VCARD TO YOUR PHONE:–Imagination i...
Social networking
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  1. 1. SOCIAL NETWORKINGTrends & ApplicationsDecember 2009Teemu Arinatar1natarina.blogging.fiSOCIAL NETWORKINGTrends & ApplicationsDecember 2009Teemu Arinatar1natarina.blogging.fi
  2. 2. POWER OF SOCIALNETWORKS
  3. 3. FinlandFacebookSuomi24IRC-galleria FinlandFacebookSuomi24IRC-galleriaRef: vincos.it
  4. 4. SEARCH IS PRIMARY
  5. 5. SEARCH TODAYSearchEnginesSocialNetworksImages, Audio& VideoSocialBookmarkingPeopleWeb
  6. 6. PROSUMERSMediaProducers CustomersCreatorsEnthusiastsAttention MetadataExplicit Production metadataMetadataImplicitCustomersRemixersDescriptive MetadataUsage metadataRef: Ryan Shaw
  7. 7. THE TECHNOGRAPICS IS SOCIALCreatorsCriticsCollectorsJoinersSpectatorsInactives18% 39%25% 43%12% 14%25% 58%48% 66%44% 26%YouthAdultsBlogging, creating video/audio/musicRatings, comments, wiki editsRSS, voting, taggingSocial networkingReading blogs/forums/reviews,listening podcasts, watching videoNone of the aboveRef: Forrester
  8. 8. SALES FUNNELREVERSE FUNNELLinear Non-linearUs – Company Them – CustomerTalking at Conversation with
  9. 9. Searching & BrowsingRecommendations & PersuasionReinforcement & SacrificationEngagementUsage & Value CreationValue Recognition & Self Expression
  10. 10. Searching & BrowsingRecommendations & PersuasionReinforcement & SacrificationUsage & Value CreationValue Recognition & Self ExpressionAwareInterestedEngagedAwareInterestedEngagedSOLUTION
  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. 1 800 videos120 000 000 views150 000 subscribersREACH OUT TO OTHER SITES1 800 videos120 000 000 views150 000 subscribersREACH OUT TO OTHER SITES
  17. 17. LET USERS TAKE CONTENT AWAY
  18. 18. GIVE BETTER BROWSING TOOLS
  19. 19. KNOW HOWTO SPREADANDMEASURE
  20. 20. KNOW HOW TO MAKE AN IMPACT
  21. 21. INTERESTEDRecommendations & PersuasionReinforcement & Sacrification
  22. 22. USAGE-BASEDRECOMMENDATIONSUSAGE-BASEDRECOMMENDATIONS
  23. 23. USER-GENERATEDCATEGORIZATIONUSER-GENERATEDCATEGORIZATION
  24. 24. AGGREGATION ANDVISUALIZATIONAGGREGATION ANDVISUALIZATION
  25. 25. DIRECT CONTEXTUALRECOMMENDATIONSDIRECT CONTEXTUALRECOMMENDATIONS
  26. 26. PROVIDE A FACE
  27. 27. REVERSE MARKETING
  28. 28. UNDERSTAND NETWORK EFFECTShttp://www.youtube.com/watch?v=0TYy_3786bo
  29. 29. ENGAGEDUsage & Value CreationValue Recognition & Self Expression
  30. 30. IT IS NOT ABOUT US
  31. 31. MAKEMEANING
  32. 32. GIVE CREDIT
  33. 33. LINK USER CONTEXTS TOGETHERAsk questions via Twitter!Message any question to @ask_company,tag with #product_name
  34. 34. WHY AND HOW THISALL WORKS?
  35. 35. Ronald CoaseTheory of Transaction CostsRonald CoaseTheory of Transaction Costs
  36. 36. Moore - Metcalfe - Reed Moore - Metcalfe - Reed
  37. 37. Sarnoff Metcalfe ReedSocial NetworkBroadcast NetworkCollaborationCommunicationPublishingCreative Network1 12 150 1000< Sarnoff Metcalfe ReedSocial NetworkBroadcast NetworkCollaborationCommunicationPublishingCreative Network1 12 150 1000<
  38. 38. Informal Network Roles¦Connectors¦Nomads¦Experts¦Bridges¦GatekeepersIntelligence Activities¦Aggregation¦Transfer¦SensemakingInformal Network Roles¦Connectors¦Nomads¦Experts¦Bridges¦GatekeepersIntelligence Activities¦Aggregation¦Transfer¦Sensemaking
  39. 39. SOCIAL OBJECTSBeatHumContinuousOccasional Videos Blog posts Photos Microblogging PresenceSOCIALOBJECTTHE UNIFYINGCONTEXTRef: Jyri Engeström
  40. 40. WHAT STRATEGY?
  41. 41. Providers UsersInnovatorsAdvertisersProviders UsersInnovatorsAdvertisers
  42. 42. Users, Brands, Business processes, Values etc.UsefulUseableDesirableSustainableSocialSuccessful Digital ExperienceReasonPurposeNeedsIntuitiveEasy to useAccessibleDifferentiatedMemorableAestheticMaintainedSupportedEvolvingScalingConversationSharingCommunityNetworkingUsers, Brands, Business processes, Values etc.UsefulUseableDesirableSustainableSocialSuccessful Digital ExperienceReasonPurposeNeedsIntuitiveEasy to useAccessibleDifferentiatedMemorableAestheticMaintainedSupportedEvolvingScalingConversationSharingCommunityNetworkingNextBasicslevelRef: Original by David Armano 2007, modified by Teemu Arina
  43. 43. DIGITAL ECOSYSTEMSOLD WORLDDIGITAL ECOSYSTEMSOLD WORLD
  44. 44. WebsiteEmaile-BusinessOnlineCollaborationDigitalEcosystemsCommunicationVisibilityValue Chain IntegrationImprovingWays ofWorkingOpen InnovationDIGITALIZATION IN ORGANIZATIONSOpportunities and sophisticationWebsiteEmaile-BusinessOnlineCollaborationDigitalEcosystemsCommunicationVisibilityValue Chain IntegrationImprovingWays ofWorkingOpen InnovationDIGITALIZATION IN ORGANIZATIONSOpportunities and sophistication
  45. 45. ROLES IN THE ECOSYSTEM ROLES IN THE ECOSYSTEMCATALYSTIncreases chances of survival bysupporting the growth of a livingand functioning ecosystem.DICTATORAims to own and control a largeportion of the ecosystem.MILKERExtracts more value from theecosystem than contributes back.NICHE-PLAYERBuilds specialized services &niche skills, which help the actorto 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/cremebruleecartOver 8400 followers
  50. 50. space around us.–AWARENESS SYSTEMS–...offer tremendous potential forinnovation, with a wide range of formsand contexts for transforming the– Panos Markopoulos et al. (2009)
  51. 51. COMMUNICATION<<2000CONTENT2000-2008CONTEXT2008>>3 MOBILE ERA–sRef: SPRXMobileCOMMUNICATION<<2000CONTENT2000-2008CONTEXT2008>>3 MOBILE ERA–sRef: SPRXMobile
  52. 52. INFORMATION & ATTENTION–What information consumes is ratherobvious: it consumes the attention of itsrecipients. Hence a wealth of informationcreates 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& INFOTENTIONCONNECTIVISM& INFOTENTIONRef: George Siemens & Howard Rheingold
  58. 58. Teemu ArinaTOMATOES.CEO - dicole ltd.tarina.blogging.fiwww.dicole.comteemu@dicole.comMY VCARD TO YOUR PHONE:–Imagination is moreimportant than knowledge.–– Albert Einsteintar1na

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