This document summarizes trends in social networking and applications from December 2009. It discusses the power of social networks and how search has become primary. It also examines prosumers who both produce and consume media, and how the technographics of social media vary by age. Key concepts covered include the reverse sales funnel, social objects, transaction costs, collaboration and communication networks, and the opportunities of digital ecosystems for organizations.

1. SOCIAL NETWORKING
Trends & Applications
December 2009
Teemu Arina
tarina.blogging.fi tar1na

2. POWER OF SOCIAL
NETWORKS

3. Finland Facebook Suomi24 IRC-galleria
Ref: vincos.it

4. SEARCH IS PRIMARY

5. SEARCH TODAY
Search
Engines
Social
Networks
Images, Audio
& Video
Social
People Bookmarking
Web

7. PROSUMERS
Media
Producers Customers
Creators Enthusiasts
Explicit Production metadata Attention Metadata
Metadata
Implicit
Remixers Customers
Usage metadata Descriptive Metadata
Ref: Ryan Shaw

8. THE TECHNOGRAPICS IS SOCIAL
Youth
Adults
Creators 18% 39% Blogging, creating video/audio/music
Critics 25% 43% Ratings, comments, wiki edits
Collectors 12% 14% RSS, voting, tagging
Joiners 25% 58% Social networking
Spectators 48% 66% Reading blogs/forums/reviews,
listening podcasts, watching video
Inactives 44% 26% None of the above
Ref: Forrester

9. SALES FUNNEL REVERSE FUNNEL
Linear Non-linear
Us – Company Them – Customer
Talking at Conversation with

10. Searching & Browsing
Recommendations & Persuasion
Reinforcement & Sacrification
Usage & Value Creation
Engagement
Value Recognition & Self Expression

11. SOLUTION SPACES
Aware Searching & Browsing
Interested
Recommendations & Persuasion
Reinforcement & Sacrification
Engaged Usage & Value Creation
Value Recognition & Self Expression

12. EXAMPLE: DELL

13. AWARE
Searching & Browsing

14. OPTIMIZE SEARCH RESULTS
OWN

15. OPTIMIZE SEARCH RESULTS
BOUGHT

16. OPTIMIZE SEARCH RESULTS
EARNED

17. Obama YouTube Channel
REACH OUT TO OTHER SITES
1 800 videos
120 000 000 views
150 000 subscribers

18. Innovations – Widgets
LET USERS TAKE CONTENT AWAY

19. iPhone Application
GIVE BETTER BROWSING TOOLS

20. KNOW HOW
TO SPREAD
AND
MEASURE

21. KNOW HOW TO MAKE AN IMPACT

22. INTERESTED
Recommendations & Persuasion
Reinforcement & Sacrification

23. USAGE-BASED
RECOMMENDATIONS

24. USER-GENERATED
CATEGORIZATION

25. AGGREGATION AND
VISUALIZATION

26. DIRECT CONTEXTUAL
RECOMMENDATIONS

27. PROVIDE A FACE

28. REVERSE MARKETING

29. UNDERSTAND NETWORK EFFECTS
http://www.youtube.com/watch?v=0TYy_3786bo

30. ENGAGED
Usage & Value Creation
Value Recognition & Self Expression

31. My.BarackObama.com = Do-It-Yourself Citizenship
IT IS NOT ABOUT US

32. MAKE
My.BarackObama.com deconstructed
MEANING

34. GIVE CREDIT

35. LINK USER CONTEXTS TOGETHER
Ask questions via Twitter!
Message any question to @ask_company,
tag with #product_name

36. WHY AND HOW THIS
ALL WORKS?

37. Ronald Coase
Theory of Transaction Costs

38. Moore - Metcalfe - Reed

39. Broadcast Network
Social Network
Creative Network
Sarnoff Metcalfe Reed 1 12 150 1000<
Collaboration
Communication
Publishing

40. Informal Network Roles Intelligence Activities
■Connectors ■Aggregation
■Nomads ■Transfer
■Experts ■Sensemaking
■Bridges
■Gatekeepers

41. SOCIAL OBJECTS
Beat Hum
Occasional Videos Blog posts Photos Microblogging Presence Continuous
SOCIAL
OBJECT
THE UNIFYING
CONTEXT
Ref: Jyri Engeström

42. WHAT STRATEGY?

43. Providers Users
Innovators
Advertisers

44. Successful Digital Experience
Useful Useable Desirable Sustainable Social
Reason Intuitive Differentiated Maintained Conversation
Purpose Easy to use Memorable Supported Sharing
Needs Accessible Aesthetic Evolving Community
Scaling Networking
Next
Basics
level
Users, Brands, Business processes, Values etc.
Ref: Original by David Armano 2007, modified by Teemu Arina

45. OLD WORLD
DIGITAL ECOSYSTEMS

46. DIGITALIZATION IN ORGANIZATIONS
Opportunities and sophistication
Online Digital
Email Website e-Business
Collaboration Ecosystems
Value
W
Visibility
Comm
Open In
Im
ays of W
proving
C
unication
hain Int
novation
orking
egration

47. ROLES IN THE ECOSYSTEM
Increases chances of survival by
CATALYST supporting the growth of a living
and functioning ecosystem.
Aims to own and control a large
DICTATOR portion of the ecosystem.
Extracts more value from the
MILKER ecosystem than contributes back.
Builds specialized services &
NICHE-PLAYER niche skills, which help the actor
to differentiate from others.

48. NEXT WAVE?

49. NOW WEB
– JWT Trendletter August 2009
NOWISM
– Trendwatching.com

50. Ref: Domino’s Pizza, USA

51. http://twitter.com/cremebruleecart
Over 8400 followers

52. AWARENESS SYSTEMS
“...offer tremendous potential for
innovation, with a wide range of forms
and contexts for transforming the
space around us.”
– Panos Markopoulos et al. (2009)

53. COMMUNICATION CONTENT CONTEXT
<<2000 2000-2008 2008>>
3 MOBILE ERA’s
Ref: SPRXMobile

54. INFORMATION & ATTENTION
“What information consumes is rather
obvious: it consumes the attention of its
recipients. Hence a wealth of information
creates a poverty of attention.”
– Social Scientist Herbert Simon (1971)

55. CONTINUOUS PARTIAL
ATTENTION
– Linda Stone (1998)

56. FROM
INFORMATION
OVERLOAD,
TO...

57. SOCIAL INTERACTION
OVERLOAD

58. LIQUID
MODERNITY
– Zygmunt Bauman

59. CONNECTIVISM
& INFOTENTION
Ref: George Siemens & Howard Rheingold

60. TOMATOES. Teemu Arina
CEO - dicole ltd.
tarina.blogging.fi
www.dicole.com
teemu@dicole.com
MY VCARD TO YOUR PHONE:
“Imagination is more
important than knowledge.”
– Albert Einstein
tar1na