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Social networking

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Social Networking -Trends and Applications

Social Networking -Trends and Applications

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  • 1. SOCIAL NETWORKINGTrends & ApplicationsDecember 2009Teemu Arinatar1natarina.blogging.fiSOCIAL NETWORKINGTrends & ApplicationsDecember 2009Teemu Arinatar1natarina.blogging.fi
  • 2. POWER OF SOCIALNETWORKS
  • 3. FinlandFacebookSuomi24IRC-galleria FinlandFacebookSuomi24IRC-galleriaRef: vincos.it
  • 4. SEARCH IS PRIMARY
  • 5. SEARCH TODAYSearchEnginesSocialNetworksImages, Audio& VideoSocialBookmarkingPeopleWeb
  • 6. PROSUMERSMediaProducers CustomersCreatorsEnthusiastsAttention MetadataExplicit Production metadataMetadataImplicitCustomersRemixersDescriptive MetadataUsage metadataRef: Ryan Shaw
  • 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. SALES FUNNELREVERSE FUNNELLinear Non-linearUs – Company Them – CustomerTalking at Conversation with
  • 9. Searching & BrowsingRecommendations & PersuasionReinforcement & SacrificationEngagementUsage & Value CreationValue Recognition & Self Expression
  • 10. Searching & BrowsingRecommendations & PersuasionReinforcement & SacrificationUsage & Value CreationValue Recognition & Self ExpressionAwareInterestedEngagedAwareInterestedEngagedSOLUTION
  • 11. EXAMPLE: DELL
  • 12. AWARESearching & Browsing
  • 13. OPTIMIZE SEARCH RESULTSOWN
  • 14. OPTIMIZE SEARCH RESULTSBOUGHT
  • 15. OPTIMIZE SEARCH RESULTSEARNED
  • 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. LET USERS TAKE CONTENT AWAY
  • 18. GIVE BETTER BROWSING TOOLS
  • 19. KNOW HOWTO SPREADANDMEASURE
  • 20. KNOW HOW TO MAKE AN IMPACT
  • 21. INTERESTEDRecommendations & PersuasionReinforcement & Sacrification
  • 22. USAGE-BASEDRECOMMENDATIONSUSAGE-BASEDRECOMMENDATIONS
  • 23. USER-GENERATEDCATEGORIZATIONUSER-GENERATEDCATEGORIZATION
  • 24. AGGREGATION ANDVISUALIZATIONAGGREGATION ANDVISUALIZATION
  • 25. DIRECT CONTEXTUALRECOMMENDATIONSDIRECT CONTEXTUALRECOMMENDATIONS
  • 26. PROVIDE A FACE
  • 27. REVERSE MARKETING
  • 28. UNDERSTAND NETWORK EFFECTShttp://www.youtube.com/watch?v=0TYy_3786bo
  • 29. ENGAGEDUsage & Value CreationValue Recognition & Self Expression
  • 30. IT IS NOT ABOUT US
  • 31. MAKEMEANING
  • 32. GIVE CREDIT
  • 33. LINK USER CONTEXTS TOGETHERAsk questions via Twitter!Message any question to @ask_company,tag with #product_name
  • 34. WHY AND HOW THISALL WORKS?
  • 35. Ronald CoaseTheory of Transaction CostsRonald CoaseTheory of Transaction Costs
  • 36. Moore - Metcalfe - Reed Moore - Metcalfe - Reed
  • 37. Sarnoff Metcalfe ReedSocial NetworkBroadcast NetworkCollaborationCommunicationPublishingCreative Network1 12 150 1000< Sarnoff Metcalfe ReedSocial NetworkBroadcast NetworkCollaborationCommunicationPublishingCreative Network1 12 150 1000<
  • 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. SOCIAL OBJECTSBeatHumContinuousOccasional Videos Blog posts Photos Microblogging PresenceSOCIALOBJECTTHE UNIFYINGCONTEXTRef: Jyri Engeström
  • 40. WHAT STRATEGY?
  • 41. Providers UsersInnovatorsAdvertisersProviders UsersInnovatorsAdvertisers
  • 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. DIGITAL ECOSYSTEMSOLD WORLDDIGITAL ECOSYSTEMSOLD WORLD
  • 44. WebsiteEmaile-BusinessOnlineCollaborationDigitalEcosystemsCommunicationVisibilityValue Chain IntegrationImprovingWays ofWorkingOpen InnovationDIGITALIZATION IN ORGANIZATIONSOpportunities and sophisticationWebsiteEmaile-BusinessOnlineCollaborationDigitalEcosystemsCommunicationVisibilityValue Chain IntegrationImprovingWays ofWorkingOpen InnovationDIGITALIZATION IN ORGANIZATIONSOpportunities and sophistication
  • 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. NEXT WAVE?
  • 47. NOW WEB– JWT Trendletter August 2009NOWISM– Trendwatching.com
  • 48. Ref: Domino–s Pizza, USA
  • 49. http://twitter.com/cremebruleecartOver 8400 followers
  • 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. COMMUNICATION<<2000CONTENT2000-2008CONTEXT2008>>3 MOBILE ERA–sRef: SPRXMobileCOMMUNICATION<<2000CONTENT2000-2008CONTEXT2008>>3 MOBILE ERA–sRef: SPRXMobile
  • 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. CONTINUOUS PARTIALATTENTION– Linda Stone (1998)
  • 54. FROMINFORMATIONOVERLOAD,TO...
  • 55. SOCIAL INTERACTIONOVERLOAD
  • 56. LIQUIDMODERNITY– Zygmunt Bauman
  • 57. CONNECTIVISM& INFOTENTIONCONNECTIVISM& INFOTENTIONRef: George Siemens & Howard Rheingold
  • 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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