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Hype curve 2009: Social Software
Team 6
Ochani, ShruthiPalaniappan, Umayal
Wang, Xiaoyan
Zheng, Lingxiao (Vicki)
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Agenda
Introduction
Microblogging (Uma)
Mobile Social Networking (Vicki) Mobile Video (Xiaoyan)
Social Media Consulting (Shruthi)
Summary
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Poll
Do you have a facebook account?
Do you have a twitter account?
Do you watch videos in Youtube? Have you used e-Bay to buy products?
Do you have a linkedin account?
Do you blog?
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Introduction
Social software
encompasses a
range of softwaresystems that allow
users to interact
and share data.
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Hype Curve
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Micro-blogging
Uma
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What is Microblogging
A new form of communication that
allows a user to communicate to the
target audience in short posts ormessages on the go, distributed by instant
messages, mobile phones, email or the
Web. It is web 2.0 technology
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Types
External Internal
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Value to stakeholders
External
Individual Users
Small businesses and Corporations Government and non-profit organizations
Educational Institutions
Experts and Researchers
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Value to Stakeholders
Internal
Employees
Enterprise
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Benefits
Real time information sharing andconnectivity
People-centricallows users to create
their own interface and it encourages selforganization
Lower users requirement for time and
thought investment Creates Brand awareness
Crowdsourcingusers get instant replies
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Disadvantages
Limited word count
Messages can misinterpreted
Waste of time - Messages sometimes get
lost with numerous other messages
Easily abused for spam
No guarantee for the posted messages
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Public Micro-blogging Vendors
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Enterprise Micro-blogging Vendors
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Costs
Platform Type Costs
Twitter Public It is a free service for the users
Plurk Public It is a free service for the users
Facebook Public It is a free service for the users
Googlebuzz Public It is a free service for the users
Jaiku Public It is a free service for the users
Yammer Private Freemium model
Silver package is $3/user/month andthe gold package is $5/user/month.
Sharetronix Private $3.85/user/month
Blue Twit Private(internally
developed by IBM)
Internal development costs
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Revenue
Twitter and many other publicmicroblogging sites
Have no monetizing strategyfollowing
googles path Operation costs provided by investors
Facebookmakes ad revenue
Private microblogging sitessubscriptionfee
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Risks
Privacy
Confidentiality
Integration and acceptance (forenterprises)
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Achievement Rate
Twitter 105,779,710 registered users
1500% growth
Yammer3 times increase
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Future
Issues to be addressed
External microbloggingdifficult to survive in
the current state
No business model established
The growth rate has slowed down
Performance problems with the siteJuly
2009 Walledcannot work across different
networkslike early email
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What can be done?
Think of a business model that is less
invasive the users
Additional services like cross-platform
microblogging video, games
Provide search filtering
Integrate micro-blogging with other social
networking
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Latest Developments
Promoted tweets
Can be improved if these tweets appear first even
when searched on Google or Bing
With partnered websites, Facebook users can like or
comment on those websites and their profiles will beautomatically updated
TweetdeckFacebook and Twitter can be updated at
the same time
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Conclusion
Microblogs are evolving into a richlynuanced medium of communication in a
context aware domain.
It is currently a profitable source ofinvestment for the investors.
Has enormous potential and if properly
tapped and directed it can remain in itscurrent peak and avoid the downfall
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Mobile Social Networking
Lingxiao (Vicki) Zheng
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Introduction
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Mobile internet changes Infrastructure
Platform
Application/services/content
Social networking
Users double roles
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Types of Technology
Mobile technologies GPS421 million chipset sold in 2008 and 57%
growth/year
3G485 million global users and 46% growth/year
Wi-Fi319 million chipset sold in 2008 and 42%growth/year
Bluetooth2 billion Bluetooth devices in use
Mobile social networking technologies
Web-based social networks Native mobile social networks
Mobile devices application
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Business Impact
Mobile social networking is likely to havean impact across many vertical sectors,
especially with large clients and user
communities All the services social networking provide
can be expanded through mobile
connectivity Social networking service providers rely
on advertisement
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Facebook has more than 430 million
users.
MySpace has more than 110 million users.
Twitter has more than 105 million users.
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Value to Stakeholders
End-users Individualsmore exposure, more participation
Business unitslarger audience to be influenced,better commercial affects
Advertisement agencies Bigger market to be influenced
More valuable information will be collected, suchas location
Social networking services providers More profit from advertisement
Better quality and larger quantity of contents
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Successful Applications
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FourSquare
Location-based social networking website for
mobile devices Check-in at venues using text message or a
devices specific application
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Future Technology Consideration
User-generated content (UGC) Interactive content design
Cloud computing
Mobile devices Location independences
Location-based services (LBS) Information and entertainment services
Augmented reality (AR) Direct or indirect view of physical real-world
environment
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Benefits
Flexibility Anywhere
Anytime
Real-time and location-based information Next generation of social networking
Bigger market
Total traffic increases
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Risks
Privacy More personal information with mobile
devices
To mitigate the risk: visualization that canhelp people understand specify privacypolicies
Potential misuse
Relatively freedom afforded by socialnetworking services
To mitigate the risk: access control
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Cost analysis
Broadband services for mobile devicesusers
Mobile services providers
Mobile device-friendly interface design forwebsite vendors
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Future Development and Tactics
More mobile-based social networkingwebsites and applications
Tactics: better collect and analyze users
behavior data to provide services Mobile browser war
Tactics: be partner will mobile web browser
software vendors
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Conclusion
With the development of mobiletechnology, social networking services are
affected significantly
Portable More information
The technology is going to be on the
peak, however, understanding the trendswill help social networking services
providers a lot
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Mobile Video
XiaoyanWang Wang, Xiaoyan
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Mobile Video
Transferring of signals that carry movingpicture information to mobile devices
Has matured during the past 12 months
Trends in social networking
Development of networks
Rapid adoption of smart phones
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Stakeholders and benefit
Individual mobile users mostly for entertainment purpose
Social trends influence customer composition
- Mobile products and services are often conceivedand designed for an adult male audience.
-Mobile products and services adoption by women
and children is also growing rapidly.
68% population Women income increasing
Price of mobile devices and services are decreasing
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Stakeholders and benefit
Businesspotentially high impact
reach out broadly to consumers, businesspartners and business customers
enhance the business processes
Technicians improve the efficiency and effectiveness of
knowledge workers
Social website Such as YouTube and Facebook, etc.
Mobile device manufacturers
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How mobile video benefit
stakeholders? Directly content sharing
Empathy triggering and mood altering
Directly selling services
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Applications and Standards
Applications local playback
streaming
telephony/
conferencing broadcast/
multicast applications
Standards 3rd Generation Partnership Project (3GPP)
Digital Video Broadcasting (DVB) Project
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Future Technology Considerations
4G technology 3G-download speeds of between 3.6 Mbps and
7.2 Mbps
4G-100 Mbps download speeds
provide an always on mobile broadbandconnection
Mobile and cloud
offers low-friction services that would allowvideo to be accessed from within other cloud andon-premises applications in a programmaticfashion
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Key Issues
Content management who actually owns the content
Linkage in functional areas, in business
areas and from human aspect Fragmentation
mobile platform is almost completely
fragmented-across handsets, operatingsystems, networks and now, even "app stores."
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Key Issues Continued
Quality of experience for mobile video users QoS VS. QoE
video quality measurement techniques: full-reference VS reference-free
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Key Issues Continued
Other Issues Mobile technology is far more unreliable and
insecure than the Web
mobile devices are frequently lost or stolen users change devices and platforms relatively
frequently
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Conclusion
Mostly forEntertainment
Wide Range ofCapability
Overcome Challenges
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Social Media Consulting
Shruti Ochani
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What is Social Media?
Social media is a set of
technologies targeted
at forming and
enabling a communityof participants
to productively mass
collaborate by
facilitating scalablecoming together,
which is independent
of time and place
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Social Media Consulting
Social media consultingincludes a cross-disciplinary strategic advisory component, a
technology adoption & potential outsourcing
component, and, frequently, a changemanagement component to engage
customers through interactive use of social
media.
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Justification
Extensive and Growing Social-mediamomentum
Growing realization that consumer social
networking activities increasinglyinfluence purchasing decisions
Lack of established practices has created
a strong demand for professional adviceand assistance
P di Shift f
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Paradigm Shift from
traditional marketing
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Services
Social Media Marketing Strategy Software Recommendations
Social Media Audit
Competitive Analysis Blog Design, Setup and/or
Optimization
Blog Strategy Development
Community Building StrategyDevelopment
Community Monitoring
V l t St k h ld
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Value to Stakeholders
Users of SocialMedia
Social Media
Consultants
Brands or
Organizationsusing social media for promotion
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Technology
Softwares that enable ListeningMain customers - Brands, CPG, Fortune 500, PR firms
Major Vendors- Radian6, ScoutLabs,
Visible Technologies
Softwares that enable Engaging
Main customers - Brands, B2C, individuals, support
organizations
Major Vendors - CoTweet, HootSuite, TweetDeck
Softwares that enable Measuring
Main customers - Retailers, B2B, conversion marketers
Major Vendors - Objective Marketer, bit.ly
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Benefits
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Risks and Challenges
Risks
Negative Publicity
Lack of Expertise and Formal Training
Credibility of posts
Challenges
Measuring the impact of social media Positioning social media in the
communications mix
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Cost Analysis
Software costsConsulting Costs
Setting up blogs
Content generationContent for blogs
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Conclusion
Social media is quickly becoming a globalenvironment in which decisive opinions
are formed and amplified. The trend
indicates a bright future for social mediaconsulting as long as the social media
keeps reinventing itself.
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Wrap Up
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Questions???
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