Creating Value in Social Networking

Day Business & Tech Summit Chicago,
May 2008



Lars Trieloff, Product Manager




  ...
Hello, my name is Lars Trieloff

! Product Manager Collaboration
  and Digital Asset Management
! With Day since November ...
Hello, my name is Lars Trieloff

! Product Manager Collaboration
  and Digital Asset Management
               Product
! W...
Business Week: Beyond Blogs
$78M      Spending on RSS
$64M      Spending on Blogs
$63M      Spending on Wikis
$39M      Sp...
What is social
net working?
                 4
Facebook




           5
LinkedIn




           6
Twitter




          7
Common
Elements
           8
User Profile
Digital Identity, Home Page or
Dashboard




                                 9
Contacts
Friends, colleagues, buddies,
contacts…




                                10
Activity
Activity Feed for yourself, friends,
groups or everyone




                                       11
Standard
Collaboration
  Features
                12
Blogs
personal publishing, here MySpace




                                    13
Calendars




            14
Forums and Discussions




                         15
Chat Rooms




             16
Image Uploads




                17
Video Uploads




                18
Private Messages




                   19
Favorites&Appreciation




                         20
Tagging




          21
Upcoming
Standard
Features
           22
Widgets




          23
Application Platform




                       24
Inter-Network Connections




                            25
What’s in it for
me?

                   26
What’s in it for
me?
  Not too much:
                   26
Low CPI in social networks



“   Facebook's members appear indifferent
    even to movie advertising aimed at their
    d...
There will be no second Facebook




                                   28
There will be no second Facebook
because there are already dozens




                                   28
There will be no second Facebook
because there are already dozens




                                   28
There will be no second Facebook
because there are already dozens




                                   28
There will be no second Facebook
because there are already dozens




                                   28
There will be no second Facebook
because there are already dozens




                                   28
Getting rich with Applications?




                                  29
Getting rich with Applications?
Sorry, most of them flop...




                                  29
but...


         30
but...

     you can still
  generate value!30
On the web...
! Intensify and enhance user generated content
! Increase visitor loyalty: I stay where my friends
  are
! G...
Behind the firewall...

! Collaboration happens across the org chart
! The org chart does not reflect the social reality
!...
Do’s and don’t
Don’t                      Do
! Build a new stand-       ! Leverage existing
  alone social network       s...
Some words on APIs
! Bad social web applications have no API
 ! they do not facilitate data sharing, create lock in
! Medi...
you will get more and
more active users



                        35
you will get more and
more active users
this allows monetization
   from existing revenue
                  models
       ...
In the future:
Forrester: “Social Networks will be
like air”




                                      36
In the future:
Forrester: “Social Networks will be
like air”




                                      36
how do I get it?




                   37
how do I get it?


with Communiqé 5 WCM,
   DAM and Social Collab
                       37
Communiqué DAM
Contains Image and Video uploads, file
sharing and conversion




                                         38
Communiqué Advanced Collaboration
Contains Blogs, Wikis, Calendaring




                                 39
Communiqué 5 WCM
Contains Widgets, OpenSocial (Inter-
Network Connections) and Sling




                                 ...
Communiqué 5 WCM
Contains Widgets, OpenSocial (Inter-
Network Connections) and Sling




                                 ...
Communiqué 5 WCM
Contains Widgets, OpenSocial (Inter-
Network Connections) and Sling




                                 ...
Communiqué SocialCollab
Advanced Collaboration &
Collaboration + Social Networking




                                    41
Thank you
Learn more at www.day.com
or ask lars.trieloff@day.com


                               42
Creating Value In Social Networking
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Creating Value In Social Networking

  1. 1. Creating Value in Social Networking Day Business & Tech Summit Chicago, May 2008 Lars Trieloff, Product Manager 1
  2. 2. Hello, my name is Lars Trieloff ! Product Manager Collaboration and Digital Asset Management ! With Day since November 2007 ! Background: ! Open Source Software Development ! Collaboration Software ! Technical Documentation (DocBook) ! Blogging ! IT Systems Engineering 2
  3. 3. Hello, my name is Lars Trieloff ! Product Manager Collaboration and Digital Asset Management Product ! With Day ManagNovember 2007 since ement Department of “n:o ! Background: t yet” ! Open Source Software Development ! Collaboration Software ! Technical Documentation (DocBook) ! Blogging ! IT Systems Engineering 2
  4. 4. Business Week: Beyond Blogs $78M Spending on RSS $64M Spending on Blogs $63M Spending on Wikis $39M Spending on Mash-ups $33M Spending on Podcasting $29M Spending on Widgets $149M Spending on Social Networking $1.8B Spending on Social Media in 2010 1 of 4 US adults is reading blogs 30,000 internal social network users at IBM 140 Twitter: 140 characters or less $.5M Dell’s revenue generated from twitter 74M Blogs counted by Technorati 4.000 Employees at Sun having a blog 16,000 Wiki users at British Telecom 10,500 Facebook users at British Telecom 20,000 internal social network users at BestBuy 18M Podcast listeners in 2008 170,908 Pages linking to blog techcrunch.com $1.65B Valuation of Youtube when acquired $588M Valuation of MySpace when qcquired $15B Valuation of Facebook (for Microsoft) 3
  5. 5. What is social net working? 4
  6. 6. Facebook 5
  7. 7. LinkedIn 6
  8. 8. Twitter 7
  9. 9. Common Elements 8
  10. 10. User Profile Digital Identity, Home Page or Dashboard 9
  11. 11. Contacts Friends, colleagues, buddies, contacts… 10
  12. 12. Activity Activity Feed for yourself, friends, groups or everyone 11
  13. 13. Standard Collaboration Features 12
  14. 14. Blogs personal publishing, here MySpace 13
  15. 15. Calendars 14
  16. 16. Forums and Discussions 15
  17. 17. Chat Rooms 16
  18. 18. Image Uploads 17
  19. 19. Video Uploads 18
  20. 20. Private Messages 19
  21. 21. Favorites&Appreciation 20
  22. 22. Tagging 21
  23. 23. Upcoming Standard Features 22
  24. 24. Widgets 23
  25. 25. Application Platform 24
  26. 26. Inter-Network Connections 25
  27. 27. What’s in it for me? 26
  28. 28. What’s in it for me? Not too much: 26
  29. 29. Low CPI in social networks “ Facebook's members appear indifferent even to movie advertising aimed at their demographic. Clickthrough rates, the percentage of time users click on an ad, average 0.04% — just 400 clicks in ” every 1m views 27
  30. 30. There will be no second Facebook 28
  31. 31. There will be no second Facebook because there are already dozens 28
  32. 32. There will be no second Facebook because there are already dozens 28
  33. 33. There will be no second Facebook because there are already dozens 28
  34. 34. There will be no second Facebook because there are already dozens 28
  35. 35. There will be no second Facebook because there are already dozens 28
  36. 36. Getting rich with Applications? 29
  37. 37. Getting rich with Applications? Sorry, most of them flop... 29
  38. 38. but... 30
  39. 39. but... you can still generate value!30
  40. 40. On the web... ! Intensify and enhance user generated content ! Increase visitor loyalty: I stay where my friends are ! Get new visitors through third party network integration ! Increase page views per visitor ! Reduce spam and abuse through online reputation management ! Roll with the mobile web: 40% of mobile traffic is to social networks 31
  41. 41. Behind the firewall... ! Collaboration happens across the org chart ! The org chart does not reflect the social reality ! Social networks with ad-hoc networking !allow collaboration across departments !social network analysis becomes possible ! The net generation joining the workforce requires Enterprise 2.0 collaboration 32
  42. 42. Do’s and don’t Don’t Do ! Build a new stand- ! Leverage existing alone social network social networks ! Create viral-only ! Enhance applications applications by making them social ! Require extensive ! Leverage existing data input from users data and content ! Lock in users and ! Encourage mashups content in your system and APIs 33
  43. 43. Some words on APIs ! Bad social web applications have no API ! they do not facilitate data sharing, create lock in ! Mediocre social web applications add an API later ! they see an API as something that is granted to third party developers, not to users ! Good social web applications have a complete API ! they understand that APIs can drive adoption and make an application an essential part of web infrastructure ! Superb social web applications are built on top of their own API ! eating your own dogfood makes the API only better and creates more value for user through third-party integration 34
  44. 44. you will get more and more active users 35
  45. 45. you will get more and more active users this allows monetization from existing revenue models 35
  46. 46. In the future: Forrester: “Social Networks will be like air” 36
  47. 47. In the future: Forrester: “Social Networks will be like air” 36
  48. 48. how do I get it? 37
  49. 49. how do I get it? with Communiqé 5 WCM, DAM and Social Collab 37
  50. 50. Communiqué DAM Contains Image and Video uploads, file sharing and conversion 38
  51. 51. Communiqué Advanced Collaboration Contains Blogs, Wikis, Calendaring 39
  52. 52. Communiqué 5 WCM Contains Widgets, OpenSocial (Inter- Network Connections) and Sling 40
  53. 53. Communiqué 5 WCM Contains Widgets, OpenSocial (Inter- Network Connections) and Sling 40
  54. 54. Communiqué 5 WCM Contains Widgets, OpenSocial (Inter- Network Connections) and Sling 40
  55. 55. Communiqué SocialCollab Advanced Collaboration & Collaboration + Social Networking 41
  56. 56. Thank you Learn more at www.day.com or ask lars.trieloff@day.com 42

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