. Open Social Why we need open social? How to make money? Shaking the Money Tree 陈世欣 – 和家网 CTO [email_address]

Agenda Everyone will be on a social network site. Members use social networks for communication Web2.0 is a fundamental shift in the way we communicate Social Technographics How to make money by social network? Create currency and exchange it for money Create good content and services Link to more people and build your brand Exchange the value you create for money The Many Challenges of Social Networks

Everyone will be on a social network site.

Members use social networks for communication

Web2.0 is a fundamental shift in the way we communicate

Social Technographics

How to make money by social network? Create currency and exchange it for money

Create good content and services

Link to more people and build your brand

Exchange the value you create for money

The Many Challenges of Social Networks

Everyone will be on a social network site. The Fact is “ IN 2008, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.”

The Fact is

“ IN 2008, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.”

Members use social networks for communication Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 40% Watched a video: 55% Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial): 51% Read a blog or journal: 47% Listened to music: 53% Send a friend/connection request: 59% Searched for someone that I used to know: 65% Looked at profiles of people I didn’t know: 70% Posted/updated my profile: 79% Sent a message to someone: 86% See what my friends are up to: Frequency Activity

Web2.0 is not a fad Web2.0 is not a fad IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE. The old communication model is monologue The new communication model is dialogue

Web2.0 is not a fad

IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.

The old communication model is monologue

The new communication model is dialogue

Social Technographics Critics Base: Online adults and youth Source: US Social Technographics ® Q2 2007 Online Survey and Technographics ® Q4 2007 Online Youth Survey Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above

North America Technographics Base: US online adults and youth

Social networking will make the world better Which will make it TRANSPARENT INCLUSIVE AUTHENTIC VIBRANT COMSUMER-DRIVEN

Which will make it

TRANSPARENT

INCLUSIVE

AUTHENTIC

VIBRANT

COMSUMER-DRIVEN

Agenda Everyone will be on a social network site. Members use social networks for communication Web2.0 is a fundamental shift in the way we communicate Social Technographics How to make money by social network? Create currency and exchange it for money Create good content and services Link to more people and build your brand Exchange the value you create for money The Many Challenges of Social Networks

Everyone will be on a social network site.

Members use social networks for communication

Web2.0 is a fundamental shift in the way we communicate

Social Technographics

How to make money by social network? Create currency and exchange it for money

Create good content and services

Link to more people and build your brand

Exchange the value you create for money

The Many Challenges of Social Networks

Create good content and services Content is the currency of internet Create content and services that are worth passing on. (Brand, Messages , etc.) Do what you do best for creating valuable services Do what you do best for creating valuable content “ Content is the new democracy and we the people, are ensuring that our voices are heard.”

Content is the currency of internet

Create content and services that are worth passing on. (Brand, Messages , etc.)

Do what you do best for creating valuable services

Do what you do best for creating valuable content

“ Content is the new democracy and we the people, are ensuring that our voices are heard.”

Build good links to the social network Link is the currency of social network Make more people know you Ask/Allow people to link you (links, followers, subscribes) Make friends and maintain friendship Make it easy as possible for your fans to find it and spread the word.

Link is the currency of social network

Make more people know you

Ask/Allow people to link you (links, followers, subscribes)

Make friends and maintain friendship

Make it easy as possible for your fans to find it and spread the word.

SNS will deliver the content to your network easily If you have four kinds of friends. Ruby on Rails, Finance, Business, Travel The people in your network will know the content you created quickly and easily. They can also just subscribe the area they are interested in. If someone want to get suggestions, they will ask you easily.

If you have four kinds of friends.

Ruby on Rails, Finance, Business, Travel

The people in your network will know the content you created quickly and easily.

They can also just subscribe the area they are interested in.

If someone want to get suggestions, they will ask you easily.

Do you best for building your brand Design your brand Make you unique and be remembered. Give your advices or suggestions Get better advices. Response to something. You may calculate and select the links of yours or your friends from the whole open social networks.

Design your brand

Make you unique and be remembered.

Give your advices or suggestions

Get better advices.

Response to something.

You may calculate and select the links of yours or your friends from the whole open social networks.

Exchange the value you create for money Get the value of others create Get the money from the services and products. Marketing income. Recommend something for getting rebate Deliver important messages (soft-AD.) Sale services (Answer questions, Give advices) Sale more products. Rent your space or brand for exchanging ADsense / ADlink. Get the benefits from the network Deliver the best content to the right people. Buy something from some right channel. Find right people for your business. Get the members from the social network. Query the trust record of one people.

Get the money from the services and products.

Marketing income.

Recommend something for getting rebate

Deliver important messages (soft-AD.)

Sale services (Answer questions, Give advices)

Sale more products.

Rent your space or brand for exchanging ADsense / ADlink.

Get the benefits from the network

Deliver the best content to the right people.

Buy something from some right channel.

Find right people for your business.

Get the members from the social network.

Query the trust record of one people.

The Many Challenges of Social Networks Difficult to Monetize “ Marketers say as few as 4 in 10,000 people who see their ads on social networking sites click on them, compared with 20 in 10,000 across the Web. Mark Seremet, president of video game publisher Green Screen, stopped advertising on MySpace last spring because of a 13-in-10,000 response rate. "It's really hard to make money on that anemic click-through rate," says Seremet.” –Businessweek Excess of Players As Marketers Move In, Users Move Out Untrustworthy Member Data Privacy Concerns Mount as Developers Move In Plateau or Social Network Fatigue? Successful Networks have hard time scaling Loss in workplace productivity “Social not -working”

Difficult to Monetize

“ Marketers say as few as 4 in 10,000 people who see their ads on social networking sites click on them, compared with 20 in 10,000 across the Web. Mark Seremet, president of video game publisher Green Screen, stopped advertising on MySpace last spring because of a 13-in-10,000 response rate. "It's really hard to make money on that anemic click-through rate," says Seremet.” –Businessweek

Excess of Players

As Marketers Move In, Users Move Out

Untrustworthy Member Data

Privacy Concerns Mount as Developers Move In

Plateau or Social Network Fatigue?

Successful Networks have hard time scaling

Loss in workplace productivity “Social not -working”

陈世欣 StingChen@gmail.com 13671837961 http:// www . 51hejia .com Q & A