MUCH ADO ABOUT SOCIAL NETWORKS
              IN ASIA
                                        Bernard Leong
               ...
BREAKOUT TAKEAWAYS & DISCUSSION




               What are the trends on SNS in Asia as till today? Look at
             ...
Social Network in a Nutshe!:
      (1) Construct Public Profile with a degree of control of
                  privacy in a ...
http://apps.facebook.com/mysingapore




          (2)A!ow users to Generate Activity on the Social
                      ...
(3) Viewing of Activity of Users connected or
                      share similar interests like yourself.

Saturday, May ...
Source: Boyd & Ellison



Saturday, May 16, 2009
Source: OXYWEB.co.uk/Blog



      Social Networks are %agmented based on geographic
                social and cultural d...
Two Dominant Trends of SNS in Asia




                                                        East Asia
                 ...
NUMBERS ON SNS


             Time Spent on
                             25.1   22.8   22.9
                 Site

       ...
NUMBERS ON SNS


             Time Spent on
                             20.6    17.1        20.7
                 Site

 ...
CYworld.com




Saturday, May 16, 2009
CYWORLD
         Korea’s most popular SNS founded in July 1999 by Young Joon
         Hyung

               20M unique vis...
Saturday, May 16, 2009
CYWORLD
                         Successes                      Failures

                                            CyWo...
Saturday, May 16, 2009
Saturday, May 16, 2009
MIXI
         Mixi is launched in 2004, 15M users and 14B page views
         monthly.

         Market Capitalization: US...
MIXI


               Revenue Models (US$5.46 per member):

                     Premium membership (US$3 per month - 7% o...
Saturday, May 16, 2009
Saturday, May 16, 2009
XIAONEI

               “Facebook” of China acquired by Oak Pacific.

               Raised US$430M (compare Facebook rais...
DISCUSSION

               What is the aim of the social network which you want to
               build?

               W...
THE THREE PHASES OF
          SOCIAL NETWORK

              The Platform Creation Phase - when the platform is initially
 ...
ONLINE ADVERTISING
         The promise of social advertising: to
         target ads on people interested in only the
   ...
SUBSCRIPTION MODEL




Saturday, May 16, 2009
MICRO-TRANSACTIONS &
    REFERRALS

         Cyworld, Xiaonei & Facebook
         uses micro-transactions via
         “se...
BRAND ADVERTISING/
          PLACEMENT
                Most brands have avoided
                major social networks in t...
CONTACT ME?




               The slides of the talk: http://www.slideshare.net/bleongcw

               Contact me via G...
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Much Ado About Social Networks in Asia

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The topic will address online social networks in Asia (Mixi, Xiaonei and Cyworld), mainly on its trends and patterns across southeast Asia, and also discuss various strategies on technology platforms (for building one), growth and monetization.

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Much Ado About Social Networks in Asia

  1. MUCH ADO ABOUT SOCIAL NETWORKS IN ASIA Bernard Leong Partner, Thymos Capital LLP & COO, SENATUS Source: TED Talk by Sir Tim Berners Lee Saturday, May 16, 2009
  2. BREAKOUT TAKEAWAYS & DISCUSSION What are the trends on SNS in Asia as till today? Look at CyWorld, Mixi and Xiaonei. Discussion with the audience: Why do you build a SNS? Niche or Mobile? How do you grow a SNS? When do you monetize a social network? Saturday, May 16, 2009
  3. Social Network in a Nutshe!: (1) Construct Public Profile with a degree of control of privacy in a closed platform Saturday, May 16, 2009
  4. http://apps.facebook.com/mysingapore (2)A!ow users to Generate Activity on the Social Network Platform. Saturday, May 16, 2009
  5. (3) Viewing of Activity of Users connected or share similar interests like yourself. Saturday, May 16, 2009
  6. Source: Boyd & Ellison Saturday, May 16, 2009
  7. Source: OXYWEB.co.uk/Blog Social Networks are %agmented based on geographic social and cultural differences. Saturday, May 16, 2009
  8. Two Dominant Trends of SNS in Asia East Asia SEA + India + Australia Saturday, May 16, 2009
  9. NUMBERS ON SNS Time Spent on 25.1 22.8 22.9 Site Global Reach 16.7 1.85 0.091 Page Views/ 10.3 22 19.9 User Alexa Rank 4 24 54 Saturday, May 16, 2009
  10. NUMBERS ON SNS Time Spent on 20.6 17.1 20.7 Site Global Reach 0.039 0.19 0.091 Page Views/ 18.3 20.5 22.5 User Alexa Rank 360 81 148 Source: ALEXA (tracking 7 days) Saturday, May 16, 2009
  11. CYworld.com Saturday, May 16, 2009
  12. CYWORLD Korea’s most popular SNS founded in July 1999 by Young Joon Hyung 20M unique visitors a month 1 in 3 Koreans uses the SNS and 90% penetration in the age group btw 18 and 25. Acquired by SK Telecom for US$7.14M Revenue Model: Micro-transactions on Avatars and Minihompy (500 Acorns per day on avg) and Digital Song Sales (35%) Recently announced adoption of Open Social Platform. Saturday, May 16, 2009
  13. Saturday, May 16, 2009
  14. CYWORLD Successes Failures CyWorld (US) and CyWorld (Germany) was not successful Successful in Korea - Advantage due to the difference in revenue of language and culture. models. MySpace tried to enter into the Korean market and find it CyWorld (Germany) faced local relatively difficult to penetrate competitors (Studviz, SkyRock) into the market. and also MySpace. Costs upon entry in Germany were too high and led to CyWorld withdrawing from Europe. Saturday, May 16, 2009
  15. Saturday, May 16, 2009
  16. Saturday, May 16, 2009
  17. MIXI Mixi is launched in 2004, 15M users and 14B page views monthly. Market Capitalization: US$970M (Note: Linkedin’s valuation is US$2.6B). IPO on Tokyo Stock Exchange in Sep 2006. Mixi have features based on country specific differences: Restricted Membership (Used to be 18 and now 13) and a Japanese Mobile number needed. Japanese Users like high level of anonymity (Upload of photos and real names is < 5%. Tailor made mobile version (60% mobile to 40% PC in March 2008) Saturday, May 16, 2009
  18. MIXI Revenue Models (US$5.46 per member): Premium membership (US$3 per month - 7% of total revenue) Find Job! (sales increase from US$36.5M to US$82.4M) Mixi Radio (fee based) and Reviews (Online advertising) Saturday, May 16, 2009
  19. Saturday, May 16, 2009
  20. Saturday, May 16, 2009
  21. XIAONEI “Facebook” of China acquired by Oak Pacific. Raised US$430M (compare Facebook raised US$378M - valued at US$15B by Accel Partners). Leading Investor: SoftBank. 22M Registered Users, and 12.7M daily users Revenue Model: Micro-Transactions, Services that push users towards other microsites. Saturday, May 16, 2009
  22. DISCUSSION What is the aim of the social network which you want to build? What are the services that you like to offer? How do you grow or seed your users from the start? At what point and how do you monetize your online social network? Saturday, May 16, 2009
  23. THE THREE PHASES OF SOCIAL NETWORK The Platform Creation Phase - when the platform is initially launched and generate interest. The Growth Phase - when you grow the members of the platform and sustain interest. The Monetization Phase - when you have the database and directs interests and generate brand and monetization. Saturday, May 16, 2009
  24. ONLINE ADVERTISING The promise of social advertising: to target ads on people interested in only the products and services that appeals to them. Online Advertising requires rich media delivery. Online Advertising is dependent on the audience and the traffic on the site. Saturday, May 16, 2009
  25. SUBSCRIPTION MODEL Saturday, May 16, 2009
  26. MICRO-TRANSACTIONS & REFERRALS Cyworld, Xiaonei & Facebook uses micro-transactions via “send a gift”. Xiaonei provides services within the network to push users to other microsites in China. Saturday, May 16, 2009
  27. BRAND ADVERTISING/ PLACEMENT Most brands have avoided major social networks in the fear of dilution and afraid to let fans to run the groups or pages on Facebook. Brand Advertising and brand placement remains a holy grail and very few successful cases have happened. Saturday, May 16, 2009
  28. CONTACT ME? The slides of the talk: http://www.slideshare.net/bleongcw Contact me via GMail, Skype, Fanfou or Twitter - bleongcw Read my blog: http://bleongcw.typepad.com and http://www.sgentrepreneurs.com If you are interested in what I do: www.thymoscapital.com or www.senatus.net Saturday, May 16, 2009

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