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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.
MY VCARD TO YOUR PHONE:
Teemu ArinaCEO - dicole ltd.
“Imagination is more important than knowledge.”
– Albert Einstein
tar1na