hype curve presentation pdf

8/8/2019 Hype Curve Presentation PDF

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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?
http://images.google.com/imgres?imgurl=http://www.workerscorner.com/wp-content/uploads/2009/05/yes-no-buttons1.jpg&imgrefurl=http://www.workerscorner.com/&usg=__RL0CZUnAsTDzunvHwvQz73pipQI=&h=300&w=400&sz=40&hl=en&start=7&um=1&itbs=1&tbnid=tMDnwdqsNey9QM:&tbnh=93&tbnw=124&prev=/images?q=yes/no&um=1&hl=en&safe=off&tbs=isch:1


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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
http://www.google.com/imgres?imgurl=http://www.retireat21.com/blog/wp-content/uploads/2009/04/microblogging1.jpg&imgrefurl=http://www.retireat21.com/blog/the-future-of-microblogging/&usg=__i7ZxghtVzSQfhWG_IEK1l8jAPOU=&h=216&w=228&sz=61&hl=en&start=12&itbs=1&tbnid=dHcB_zwBv1z31M:&tbnh=102&tbnw=108&prev=/images?q=what+is+microblogging&hl=en&safe=off&gbv=2&tbs=isch:1


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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
http://www.google.com/imgres?imgurl=http://www.retireat21.com/blog/wp-content/uploads/2009/04/microblogging1.jpg&imgrefurl=http://www.retireat21.com/blog/the-future-of-microblogging/&usg=__i7ZxghtVzSQfhWG_IEK1l8jAPOU=&h=216&w=228&sz=61&hl=en&start=12&itbs=1&tbnid=dHcB_zwBv1z31M:&tbnh=102&tbnw=108&prev=/images?q=what+is+microblogging&hl=en&safe=off&gbv=2&tbs=isch:1


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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
http://images.google.com/imgres?imgurl=http://successfool.com/wp-content/uploads/2008/07/FriendFeedLogo.png&imgrefurl=http://successfool.com/friendfeed-vs-twitter-is-that-really-the-point/&usg=__n2dZbYHMXWUc-miN22nKWl8498Q=&h=67&w=241&sz=11&hl=en&start=5&um=1&itbs=1&tbnid=nYjq8kAtuxqNTM:&tbnh=31&tbnw=110&prev=/images?q=friend+feed+logo&um=1&hl=en&safe=off&tbs=isch:1http://images.google.com/imgres?imgurl=http://trak.in/wp-content/uploads/2008/06/kwippy-logo.gif&imgrefurl=http://trak.in/Tags/Business/indian-startup/&usg=__CTPmmSrJ5gl4I1XANOArbKbTl64=&h=49&w=200&sz=3&hl=en&start=2&um=1&itbs=1&tbnid=axjV_FSTSfiijM:&tbnh=25&tbnw=104&prev=/images?q=kwippy+logo&um=1&hl=en&safe=off&sa=N&tbs=isch:1http://images.google.com/imgres?imgurl=http://www.strangework.com/wp-content/uploads/2008/03/pownce_logo.jpg&imgrefurl=http://www.strangework.com/tag/aspnet/&usg=__UV0qvLfuFwK5Zx9BftKcipu20xY=&h=94&w=250&sz=46&hl=en&start=6&um=1&itbs=1&tbnid=ByyUjFSz04UVlM:&tbnh=42&tbnw=111&prev=/images?q=pownce+logo&um=1&hl=en&safe=off&sa=X&tbs=isch:1http://images.google.com/imgres?imgurl=http://www.alleba.com/blog/wp-content/uploads/2008/06/plurk-logo.png&imgrefurl=http://www.alleba.com/blog/2008/06/05/i-liked-plurk-does-you/&usg=__uv0ut-NftL3uRjmZMWmSEZS7b-c=&h=58&w=130&sz=5&hl=en&start=4&um=1&itbs=1&tbnid=zXsIAE5jcO369M:&tbnh=41&tbnw=91&prev=/images?q=plurk+logo&um=1&hl=en&safe=off&sa=X&tbs=isch:1http://images.google.com/imgres?imgurl=http://sietook.dvp.sk/wp-content/uploads/2009/02/jaiku.jpg&imgrefurl=http://sietook.dvp.sk/ake-webove-sluzby-pouzivam/790&usg=__IioBwmFvzZcfmcN53idWyMbiUFo=&h=384&w=500&sz=32&hl=en&start=1&um=1&itbs=1&tbnid=61J6j7m0BTssQM:&tbnh=100&tbnw=130&prev=/images?q=jaiku+logo&um=1&hl=en&safe=off&sa=X&tbs=isch:1http://www.meritmile.com/wp-content/uploads/twitter-logo.jpg


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Enterprise Micro-blogging Vendors
http://images.google.com/imgres?imgurl=http://i.i.com.com/cnwk.1d/i/bto/20080901/socialcast-logo.jpg&imgrefurl=http://news.cnet.com/8301-17939_109-10030036-2.html&usg=__zo6F4_7t2xsOXyh60ntXseRLa0o=&h=73&w=309&sz=9&hl=en&start=2&um=1&itbs=1&tbnid=QsPPMOMRxTSq1M:&tbnh=28&tbnw=117&prev=/images?q=socialcast+logo&um=1&hl=en&safe=off&tbs=isch:1http://images.google.com/imgres?imgurl=http://www.itap.purdue.edu/tlt/idc/tips/signals_logo.jpg&imgrefurl=http://www.itap.purdue.edu/tlt/idc/tips/current.cfm&usg=__iEzm0foxw3b3oElmLv7tNWj_sko=&h=204&w=500&sz=16&hl=en&start=3&um=1&itbs=1&tbnid=arGZUv9X_bbwAM:&tbnh=53&tbnw=130&prev=/images?q=signals+logo&um=1&hl=en&safe=off&tbs=isch:1http://images.google.com/imgres?imgurl=http://www.killerstartups.com/images/130000-126538/sharetronix-com.jpg&imgrefurl=http://www.killerstartups.com/all/Comm/2/&usg=__oBG6ExneALEm-gx2tbpcuXCEvDQ=&h=33&w=150&sz=7&hl=en&start=8&um=1&itbs=1&tbnid=5INIP72khSWVPM:&tbnh=21&tbnw=96&prev=/images?q=sharetronix+logo&um=1&hl=en&safe=off&tbs=isch:1http://images.google.com/imgres?imgurl=http://www.revolutionizinggrowth.com/sitebuildercontent/sitebuilderpictures/presentlylogo.jpg&imgrefurl=http://www.revolutionizinggrowth.com/&usg=__i0tB8Z1gABjYd8ncB40S7N7ciwo=&h=95&w=79&sz=2&hl=en&start=1&um=1&itbs=1&tbnid=IKa_giIPQ7r_kM:&tbnh=80&tbnw=67&prev=/images?q=presentlylogo&um=1&hl=en&safe=off&tbs=isch:1http://images.google.com/imgres?imgurl=http://www.atelier-us.com/upload/company_logos/socialtext_logo.PNG&imgrefurl=http://www.atelier-us.com/2008/09&usg=__yHOotKFTbu9T5puQM6HAXMTG0t8=&h=84&w=180&sz=6&hl=en&start=14&um=1&itbs=1&tbnid=GtiPLyj91GloYM:&tbnh=47&tbnw=101&prev=/images?q=socialtext+logo&um=1&hl=en&safe=off&tbs=isch:1http://images.google.com/imgres?imgurl=http://feedgrowth.com/wp-content/uploads/2008/12/yammer-logo.jpg&imgrefurl=http://feedgrowth.com/idea-categories/mobile/stay-connected-to-your-corporate-social-network-with-the-yammer-iphone-app/&usg=__fwW5Vy51Nol9xtwmrLiX0KF3AMM=&h=57&w=208&sz=28&hl=en&start=8&um=1&itbs=1&tbnid=hmSR7MDBHYjLwM:&tbnh=29&tbnw=105&prev=/images?q=yammer+logo&um=1&hl=en&safe=off&tbs=isch:1


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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
http://siteanalytics.compete.com/yammer.com?metric=uv


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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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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

Facebook


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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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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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