making sense of social networks
DESCRIPTION
In this presentation, Web 2.0 expert Yuval Zukerman gives a comprehensive lesson on social networks. He shares the types, categories, and characteristics of social networks, giving a wealth of examples. Who’s using this next generation online get-together – Yuval will shows that too, along with research demographics, and user and usage statistics. You’ll be provided an inside look at what features users are clamoring for, as well as what issues, such as privacy and safety, are playing a role in the future of social networks. Also provided are tips on how you can utilize this new Web 2.0 connectivity phenomenon as a marketing means, with real world examples on who’s doing it and how.TRANSCRIPT
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Making Senseof Social Networks
Yuval Zukerman, Molecular
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Agenda
• Social networks – why you should care
• The major players and what’s ahead
• The international angle
• Riding the social wave
• Key Takeaways and Point of View
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Why Social Networks
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Social networks matter
24%Of the entire US Internet population
use social network sites
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Social Networks Matter
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Social networks matter
55%US teens with social
network profile
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Social networks matter
48%US teens visit social
networks daily
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Social Networks Matter
35%teens worldwide
use social networks
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Social Networks Matter
Social Networks are
bigger than Porn
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Social networks and teen usage
• Stay in touch with friends (both near and far) on a near-constant basis
• Communicate using friend pages (84%)
• Send private messages (82%)
• Make plans with friends (72%)
• Broadcast message to friends (61%)
• Meet new friends (49%) Source:
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Social Networks: omg, latn!
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The friend factor
• Friends influence purchase decisions
• Friends are as important as brands
• Boys aged 18-21 have the most friends
Source:
MTV / Microsoft Advertising
http://www.flickr.com/photo_zoom.gne?id=819541296&size=l
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The ingredientshttp://www.flickr.com/photos/phil_g/28524846/
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What makes a network social
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What makes a network social
Map of Flickr users with at least 50 mutual contacts
connect community
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Hello, my name is: ‘MySpace’
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Hello my name is: ‘Facebook’
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Pimp my MySpace
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Characteristics
• Basic features– A profile page
– Ability to search users
– Friend connections
• Additional features– Blog
– Comment posting
– Photo gallery
– Messaging
– Layout customization
– Widgets and trinkets
– Privacy controls
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Habbo
SecondLife
Habbo
Piczo
LiveJournal
Pownce
ElHood
QuePasa
Black Planet
Xanga
Mult
iply
CyWorld
Worldof
Warcraft
Yah
oo 3
60
MSN
Friendster
Dada
Hi5
Orkut
flickr
lastfm
jaxtr
myYearbook
MySpace
Barbiegirls
Tagged
AsianAvenue
Runescape
Bebo
Categorization· Blotch size generally corresponds
to audience size.· The center represents ‘General
interests and functionality’· The farter a blotch is from the
center, the more specialized the site is in its characteristics.
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Major players
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Virtual Rising
http://www.flickr.com/photo_zoom.gne?id=439129656&size=o
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Friend the virtual me
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Friend the virtual me
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Friend the virtual me
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Friend the virtual me
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A second on Second Life
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Current Trends
• User concerns drive traffic away from MySpace– Privacy
– Safety– Features
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Family and child focused
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Playing the game
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Weighing your options
Partner Build Widgets
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Partnerships
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Picking the right partner
• Are user numbers real?– Membership Inflation
– Registered vs. active user figures• How many users have actually logged in recently?
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• How active and involved are users?– Average Login rates
– Other Metrics• Posts to blog
• Photos uploaded
• New friend connections
• Reviews
Picking a partner
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• Breaking it down further – find your sweet spot– Geography
– Gender
– Age groups
– User Interests
Picking a partner
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The International Angle
• Local networks are strongin their respective markets
• Facebook tails off outside English speaking world
• Many research companies rely on usage by US or European users
• Researchers often focus onknown entities (e.g. MySpace)and ignore unknown local ones
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Research black holes
• It’s all about the toolbar (and snooping…)
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• IRC-Galleria is big in Finland
• Not tracked by comScore
• Rely on local office data or look at local Nielsen//NetRatings
Proceed with caution
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Geography affects usage culture
• PC vs. mobile device for Internet access
• Family size
• Climate
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Friends with my water
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Partnering with a social network site
• Places your message prominently on social network pages
• Guaranteed exposure vs. cost and intrusion upon users
Nikon partnered with flickr to useembedded photo data to ‘sponsor’photos taken with Nikon camera.Photographers were not compensated. Flickr was.
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Build your own
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Getting your own, pre-built, hosted
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BYO / DIY Social Network
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Getting your own, the Ning way
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Rolling your own
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Social, presidential
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Widgets
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Definition
• A small application embeddable in a web page or one running on a user’s desktop
B C B Cn
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Widgets: your brand, everywhere
• Web Widgets– Free placement on user pages
– Leverage viral communications
– Have users contribute to your growth
– Avoid reinventing the wheel
• Desktop Widgets– Direct communications between
your brand and the user
– Make loyalty programs more effective
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Widget
Web Widgets
Desktop Widgets
Embeddable Widgets
Flash (Photobucket)
AJAX / JavaScript
HTML iFrame
Widget Containers
Browser Toolbar
Browser Extension (Delicious)
Native Application
Browser-Based
Yahoo! Widgets (Konfabulator)
Google Gadgets (Google Desktop)
Linux/Unix XWindows Applets
Apple OS X Dashboard
Windows Vista Gadgets
Widget Engine
OS Widget Engine
Standalone Widget Engine
Flash (YourMinis)
AJAX (NetVibes, PageFlakes)
iGoogle
Widget varieties
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Web widgets
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Random House Book Widget
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Desktop widgets
Widget Engine Application
Browser Toolbar
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Branded Desktop Application
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Widget Challenges
• Getting the word out
• Installation
• Attracting users
• Lack of development platform
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Widget hurdles
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Widget Directories: Friend and Foe
• MuseStorm.png
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The Facebook Platform
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StyleFeeder
• “…conversion rates off widgets are better than ads”
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Mobile
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The next frontier• Existing networks want to accompany users
– Partnerships
– Mobile sites
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Mobile access is growing
France Germany Italy Spain UK US
Almostevery day 0.80% 0.50% 1.50% 0.70% 0.30% 0.70%
At least once each week 0.20% 0.40% 0.40% 0.60% 0.70% 1.10%
Once to three times per month 0.70% 1.00% 0.90% 1.00% 1.40% 1.80%
Ever in month 1.70% 1.90% 2.80% 2.30% 2.50% 3.50%
Accessed social network site or blog, June 2007
Source: M:Metrics, August 2007
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Social tools on the go
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The social mobile web
dada.net imthere.com
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Taking messaging to the next level
• Location sharing– Manual and GPS
• Notification
• Messaging
• Online Journal / Blog
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Key Takeaways
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Social networks are not a fad and are likely toremain popular for the near future
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MySpace is dominant but may be too much of a lowest-common denominator for too many users.
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Beware of inflated statistics
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If you go global, go local
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Proliferation of social networks becomes adoption hurdle
http://www.flickr.com/photos/donabelandewen/278804471/
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Partnering with social networks is the safest approach to reach their users and for offering widgets
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Widgets are hot and gaining momentum
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Web widgets have the most impact
![Page 77: Making Sense Of Social Networks](https://reader038.vdocuments.site/reader038/viewer/2022103016/5555c90dd8b42aaf158b4958/html5/thumbnails/77.jpg)
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar79
Widgets must have a viral component
![Page 78: Making Sense Of Social Networks](https://reader038.vdocuments.site/reader038/viewer/2022103016/5555c90dd8b42aaf158b4958/html5/thumbnails/78.jpg)
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar80
Widgets await the birth ofa killer app
http://www.flickr.com/photo_zoom.gne?id=369535204&size=l
![Page 79: Making Sense Of Social Networks](https://reader038.vdocuments.site/reader038/viewer/2022103016/5555c90dd8b42aaf158b4958/html5/thumbnails/79.jpg)
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar81
Finite real estate will spur competition for widget space
![Page 80: Making Sense Of Social Networks](https://reader038.vdocuments.site/reader038/viewer/2022103016/5555c90dd8b42aaf158b4958/html5/thumbnails/80.jpg)
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar82
Q&A
![Page 81: Making Sense Of Social Networks](https://reader038.vdocuments.site/reader038/viewer/2022103016/5555c90dd8b42aaf158b4958/html5/thumbnails/81.jpg)
Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar83
Thank You!
• Yuval [email protected]