Hype curve 2009: Social Software
Team 6 Ochani, Shruthi Palaniappan, Umayal Wang, Xiaoyan Zheng, Lingxiao (Vicki)
Introduction Microblogging (Uma) Mobile Social Networking (Vicki) Mobile Video (Xiaoyan) Social Media Consulting (Shruthi) Summary
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?
Social software encompasses a range of software systems that allow users to interact and share data.
. mobile phones.What is Microblogging
A new form of communication that allows a user to communicate to the target audience in short posts or messages on the go. distributed by instant messages. It is web 2. email or the Web.
Value to stakeholders
◦ ◦ ◦ ◦ ◦ Individual Users Small businesses and Corporations Government and non-profit organizations Educational Institutions Experts and Researchers
Value to Stakeholders
◦ Employees ◦ Enterprise
Real time information sharing and connectivity People-centric – allows users to create their own interface and it encourages self organization Lower users requirement for time and thought investment Creates Brand awareness Crowdsourcing – users get instant replies
Messages sometimes get lost with numerous other messages Easily abused for spam No guarantee for the posted messages
Limited word count Messages can misinterpreted Waste of time .
Public Micro-blogging Vendors
Enterprise Micro-blogging Vendors
Platform Twitter Plurk Type Public Public Costs It is a free service for the users It is a free service for the users
It is a free service for the users
It is a free service for the users It is a free service for the users Freemium model Silver package is $3/user/month and the gold package is $5/user/month.85/user/month
Googlebuzz Public Jaiku Yammer Public Private
Private(internally developed by IBM)
Internal development costs
Twitter and many other public microblogging sites
◦ Have no monetizing strategy – following google’s path ◦ Operation costs provided by investors
Facebook – makes ad revenue Private microblogging sites – subscription fee
Privacy Confidentiality Integration and acceptance (for enterprises)
◦ 105,779,710 registered users ◦ 1500% growth
Yammer – 3 times increase
Issues to be addressed
◦ External microblogging – difficult to survive in the current state
No business model established The growth rate has slowed down
◦ Performance problems with the site – July 2009 ◦ Walled – cannot work across different networks – like early email
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
Facebook users can like or comment on those websites and their profiles will be automatically updated Tweetdeck – Facebook and Twitter can be updated at the same time
Promoted tweets ◦ Can be improved if these tweets appear first even when searched on Google or Bing With partnered websites.
Has enormous potential and if properly tapped and directed it can remain in its current peak and avoid the downfall
. It is currently a profitable source of investment for the investors.Conclusion
Microblogs are evolving into a richly nuanced medium of communication in a context aware domain.
Mobile Social Networking
Lingxiao (Vicki) Zheng
Mobile internet changes
◦ Infrastructure ◦ Platform ◦ Application/services/content
◦ Users double roles
Types of Technology
◦ GPS – 421 million chipset sold in 2008 and 57% growth/year ◦ 3G – 485 million global users and 46% growth/year ◦ Wi-Fi – 319 million chipset sold in 2008 and 42% growth/year ◦ Bluetooth – 2 billion Bluetooth devices in use
Mobile social networking technologies
◦ Web-based social networks ◦ Native mobile social networks ◦ Mobile devices application
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
Mobile social networking is likely to have an impact across many vertical sectors.
.Facebook has more than 430 million users. Twitter has more than 105 million users. MySpace has more than 110 million users.
more participation ◦ Business units – larger audience to be influenced. better commercial affects
◦ Bigger market to be influenced ◦ More valuable information will be collected. such as location
Social networking services providers
◦ More profit from advertisement ◦ Better quality and larger quantity of contents
.Value to Stakeholders
◦ Individuals – more exposure.
◦ Location-based social networking website for mobile devices ◦ Check-in at venues using text message or a devices specific application
Future Technology Consideration
User-generated content (UGC)
◦ Interactive content design
◦ Mobile devices ◦ Location independences
Location-based services (LBS)
◦ Information and entertainment services
Augmented reality (AR)
◦ Direct or indirect view of physical real-world environment
◦ Anywhere ◦ Anytime
Real-time and location-based information
◦ Next generation of social networking
◦ Total traffic increases
◦ More personal information with mobile devices ◦ To mitigate the risk: visualization that can help people understand specify privacy policies
◦ Relatively freedom afforded by social networking services ◦ To mitigate the risk: access control
Broadband services for mobile devices users
◦ Mobile services providers
Mobile device-friendly interface design for website vendors
Future Development and Tactics
More mobile-based social networking websites 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
social networking services are affected significantly
◦ Portable ◦ More information
The technology is going to be on the peak. however. understanding the trends will help social networking services providers a lot
With the development of mobile technology.
Transferring of signals that carry moving picture information to mobile devices
Has matured during the past 12 months Trends in social networking Development of networks Rapid adoption of smart phones
-Mobile products and services adoption by women and children is also growing rapidly.Mobile products and services are often conceived and designed for an adult male audience. 68% population Women income increasing Price of mobile devices and services are decreasing
.Stakeholders and benefit
Individual mobile users
◦ mostly for entertainment purpose ◦ Social trends influence customer composition
◦ Mobile device manufacturers
.Stakeholders and benefit
◦ – potentially high impact ◦ reach out broadly to consumers. business partners and business customers ◦ enhance the business processes
◦ improve the efficiency and effectiveness of knowledge workers
◦ Such as YouTube and Facebook. etc.
How mobile video benefit stakeholders?
Directly content sharing Empathy triggering and mood altering Directly selling services
Applications and Standards
◦ local playback ◦ streaming ◦ telephony/ conferencing ◦ broadcast/ multicast applications
◦ 3rd Generation Partnership Project (3GPP) ◦ Digital Video Broadcasting (DVB) Project
6 Mbps and 7.Future Technology Considerations
◦ 3G-download speeds of between 3.2 Mbps ◦ 4G-100 Mbps download speeds ◦ provide an “always on” mobile broadband connection
Mobile and cloud
◦ offers low-friction services that would allow video to be accessed from within other cloud and on-premises applications in a programmatic fashion
in business areas and from human aspect Fragmentation
◦ mobile platform is almost completely fragmented-across handsets. operating systems."
◦ who actually owns the content
Linkage in functional areas. even "app stores. networks and now.
Key Issues Continued…
Quality of experience for mobile video users
◦ QoS VS. QoE
◦ video quality measurement techniques:
full-reference VS reference-free
Key Issues Continued…
◦ 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
Mostly for Entertainment
Wide Range of Capability
Social Media Consulting
which is independent of time and place
.What is Social Media?
Social media is a set of technologies targeted at forming and enabling a community of participants to productively mass collaborate by facilitating scalable coming together.
frequently. a technology adoption & potential outsourcing component.
. a change management component to engage customers through interactive use of social media.Social Media Consulting
Social media consulting includes a crossdisciplinary strategic advisory component. and.
Extensive and Growing Social-media momentum Growing realization that consumer social networking activities increasingly influence purchasing decisions Lack of established practices has created a strong demand for professional advice and assistance
Paradigm Shift from traditional marketing
Setup and/or Optimization Blog Strategy Development Community Building Strategy Development Community Monitoring
Social Media Marketing Strategy Software Recommendations Social Media Audit Competitive Analysis Blog Design.
Value to Stakeholders
Users of Social Media Social Media Consultants Brands or Organizations using social media for promotion
bit. individuals. support organizations Major Vendors . Visible Technologies Software’s that enable Engaging Main customers . B2C. ScoutLabs. CPG.CoTweet. TweetDeck Software’s that enable Measuring Main customers . HootSuite.ly
.Radian6.Retailers.Objective Marketer.Brands. Fortune 500. PR firms Major Vendors. conversion marketers Major Vendors .Brands.Technology
Software’s that enable Listening Main customers . B2B.
Risks and Challenges
◦ Negative Publicity ◦ Lack of Expertise and Formal Training ◦ Credibility of posts
◦ Measuring the impact of social media ◦ Positioning social media in the communications mix
•Software costs •Consulting Costs •Setting up blogs •Content generation •Content for blogs
. The trend indicates a bright future for social media consulting as long as the social media keeps reinventing itself.Conclusion
Social media is quickly becoming a global environment in which decisive opinions are formed and amplified.