Social Networking Trends & Apps Slide Share 122009

SOCIAL NETWORKINGTrends & Applications

December 2009

Teemu Arinatar1natarina.blogging.fi

POWER OF SOCIAL NETWORKS

Ref: vincos.it Finland Facebook Suomi24 IRC-galleria

SEARCH IS PRIMARY

Search Engines

SEARCH TODAY

Social Networks

Images, Audio& Video

SocialBookmarkingPeople

Web

Ref: Ryan Shaw

Implicit

Explicit

Metadata

CustomersProducers

Production metadata

Descriptive Metadata

Attention Metadata

Usage metadata

Creators

Remixers Customers

Enthusiasts

Media

PROSUMERS

Creators

Critics

Collectors

Joiners

Spectators

Inactives

18% 39%

25% 43%

12% 14%

25% 58%

48% 66%

44% 26%

Blogging, creating video/audio/music

Ratings, comments, wiki edits

RSS, voting, tagging

Social networking

Reading blogs/forums/reviews,listening podcasts, watching video

None of the above

Youth

Adults

Ref: Forrester

THE TECHNOGRAPICS IS SOCIAL

SALES FUNNELLinearUs – Company

Talking at

REVERSE FUNNELNon-linearThem – Customer

Conversation with

Searching & Browsing

Recommendations & Persuasion

Reinforcement & Sacrification

Usage & Value Creation

Value Recognition & Self Expression

Engagement

Searching & Browsing

Recommendations & Persuasion

Reinforcement & Sacrification

Usage & Value Creation

Value Recognition & Self Expression

Aware

Interested

Engaged

SO

LUTIO

N S

PAC

ES

EXAMPLE: DELL

AWARESearching & Browsing

OWN

OPTIMIZE SEARCH RESULTS

BOUGHT

OPTIMIZE SEARCH RESULTS

EARNED

OPTIMIZE SEARCH RESULTS

Obama YouTube Channel

1 800 videos

120 000 000 views

150 000 subscribers

REACH OUT TO OTHER SITES

Innovations – WidgetsLET USERS TAKE CONTENT AWAY

iPhone ApplicationGIVE BETTER BROWSING TOOLS

KNOW HOWTO SPREADANDMEASURE

KNOW HOW TO MAKE AN IMPACT

INTERESTEDRecommendations & Persuasion

Reinforcement & Sacrification

USAGE-BASED RECOMMENDATIONS

USER-GENERATED CATEGORIZATION

AGGREGATION AND VISUALIZATION

DIRECT CONTEXTUAL RECOMMENDATIONS

PROVIDE A FACE

REVERSE MARKETING

UNDERSTAND NETWORK EFFECTS

http://www.youtube.com/watch?v=0TYy_3786bo

ENGAGEDUsage & Value Creation

Value Recognition & Self Expression

My.BarackObama.com = Do-It-Yourself CitizenshipIT IS NOT ABOUT US

My.BarackObama.com deconstructedMAKEMEANING

GIVE CREDIT

Ask questions via Twitter!Message any question to @ask_company,

tag with #product_name

LINK USER CONTEXTS TOGETHER

WHY AND HOW THISALL WORKS?

Ronald Coase

Theory of Transaction Costs

Moore - Metcalfe - Reed

Sarnoff Metcalfe Reed

Social Network

Broadcast Network

Collaboration

Communication

Publishing

Creative Network

1 12 150 1000<

Informal Network Roles■Connectors■Nomads■Experts■Bridges■Gatekeepers

Intelligence Activities■Aggregation■Transfer■Sensemaking

ContinuousOccasional

Beat Hum

Videos Blog posts Photos Microblogging Presence

SOCIAL OBJECTS

SOCIALOBJECT

THE UNIFYING CONTEXT

Ref: Jyri Engeström

WHAT STRATEGY?

Providers Users

InnovatorsAdvertisers

Users, Brands, Business processes, Values etc.

Useful Useable Desirable Sustainable Social

Nextlevel

Successful Digital Experience

Basics

Reason

Purpose

Needs

Intuitive

Easy to use

Accessible

Differentiated

Memorable

Aesthetic

Maintained

Supported

Evolving

Scaling

Conversation

Sharing

Community

Networking

Ref: Original by David Armano 2007, modified by Teemu Arina

DIGITAL ECOSYSTEMS

OLD WORLD

WebsiteEmail e-BusinessOnlineCollaboration

Digital Ecosystems

Com

munication

Visibility

Value C

hain Integration

Improving

Ways of W

orking

Open Innovation

DIGITALIZATION IN ORGANIZATIONS

Opportunities and sophistication

ROLES IN THE ECOSYSTEM

CATALYSTIncreases chances of survival by supporting the growth of a living and functioning ecosystem.

DICTATORAims to own and control a large portion of the ecosystem.

MILKERExtracts more value from the ecosystem than contributes back.

NICHE-PLAYERBuilds specialized services & niche skills, which help the actor to differentiate from others.

NEXT WAVE?

NOW WEB– JWT Trendletter August 2009

NOWISM– Trendwatching.com

Ref: Domino’s Pizza, USA

http://twitter.com/cremebruleecartOver 8400 followers

“...offer tremendous potential for innovation, with a wide range of forms and contexts for transforming the space around us.”

– Panos Markopoulos et al. (2009)

AWARENESS SYSTEMS

COMMUNICATION<<2000

CONTENT2000-2008

CONTEXT2008>>

3 MOBILE ERA’sRef: SPRXMobile

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)

CONTINUOUS PARTIAL ATTENTION– Linda Stone (1998)

FROM INFORMATIONOVERLOAD,TO...

SOCIAL INTERACTION OVERLOAD

LIQUIDMODERNITY

– Zygmunt Bauman

CONNECTIVISM& INFOTENTION

Ref: George Siemens & Howard Rheingold

TOMATOES.

tarina.blogging.fiwww.dicole.comteemu@dicole.com

MY VCARD TO YOUR PHONE:

Teemu ArinaCEO - dicole ltd.

“Imagination is more important than knowledge.”

– Albert Einstein

tar1na