Hype curve 2009: Social Software

Team 6
Ochani, Shruthi
Palaniappan, Umayal
Wang, Xiaoyan
Zheng, Lingxiao (Vicki)
Agenda
 Introduction
 Microblogging (Uma)
 Mobile Social Networking (Vicki)
 Mobile Video (Xiaoyan)
 Social Media Consulting (Shruthi)
 Summary
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?
Introduction
 Social software
encompasses a
range of software
systems that allow
users to interact
and share data.
Hype Curve
Micro-blogging

Uma
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, mobile phones, email or the
Web.
 It is web 2.0 technology
Types

External Internal
Value to stakeholders

 External
◦ Individual Users
◦ Small businesses and Corporations
◦ Government and non-profit organizations
◦ Educational Institutions
◦ Experts and Researchers
Value to Stakeholders
 Internal
◦ Employees
◦ Enterprise
Benefits
 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
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
Public Micro-blogging Vendors
Enterprise Micro-blogging Vendors
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 and
the gold package is $5/user/month.
Sharetronix Private $3.85/user/month

Blue Twit Private(internally Internal development costs

developed by IBM)
Revenue
 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
Risks
 Privacy
 Confidentiality
 Integration and acceptance (for
enterprises)
 Achievement Rate
 Twitter
◦ 105,779,710 registered users
◦ 1500% growth

 Yammer – 3 times increase

Future
 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
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 be
automatically updated
 Tweetdeck – Facebook and Twitter can be updated at
the same time
Conclusion
 Microblogs are evolving into a richly
nuanced medium of communication in a
context aware domain.
 It is currently a profitable source of
investment for the investors.
 Has enormous potential and if properly
tapped and directed it can remain in its
current peak and avoid the downfall
Mobile Social Networking
Lingxiao (Vicki) Zheng
Introduction
 Mobile internet changes
◦ Infrastructure
◦ Platform
◦ Application/services/content

 Social networking
◦ Users double roles
Types of Technology
 Mobile technologies
◦ 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
Business Impact
 Mobile social networking is likely to have
an 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
 Facebook has more than 430 million
users.
 MySpace has more than 110 million users.
 Twitter has more than 105 million users.
Value to Stakeholders
 End-users
◦ Individuals – more exposure, more participation
◦ Business units – larger audience to be influenced,
better commercial affects
 Advertisement agencies
◦ 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
Successful Applications

 Facebook
 FourSquare
◦ 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
 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
Benefits
 Flexibility
◦ Anywhere
◦ Anytime
 Real-time and location-based information
◦ Next generation of social networking
 Bigger market
◦ Total traffic increases
Risks
 Privacy
◦ More personal information with mobile
devices
◦ To mitigate the risk: visualization that can
help people understand specify privacy
policies
 Potential misuse
◦ Relatively freedom afforded by social
networking services
◦ To mitigate the risk: access control
Cost analysis
 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
Conclusion
 With the development of mobile
technology, 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
 Mobile Video

Xiaoyan Wang Wang, Xiaoyan
Mobile Video
 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
Stakeholders and benefit
 Individual mobile users
◦ mostly for entertainment purpose
◦ Social trends influence customer composition
 - Mobile products and services are often conceived
and 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
Stakeholders and benefit
 Business
◦ – potentially high impact
◦ reach out broadly to consumers, business
partners 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
How mobile video benefit
stakeholders?
 Directly content sharing
 Empathy triggering and mood altering
 Directly selling services
 Applications and Standards
 Applications
◦ local playback
◦ streaming
◦ telephony/
conferencing
◦ broadcast/
multicast applications

 Standards
◦ 3rd Generation Partnership Project (3GPP)
◦ Digital Video Broadcasting (DVB) Project
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 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
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, operating
systems, networks and now, even "app stores."
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…
 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
Conclusion

Mostly for Wide Range of

Entertainment Capability

Overcome Challenges
Social Media Consulting

Shruti Ochani
 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,
which is independent
of time and place
Social Media Consulting
 Social media consulting includes a cross-
disciplinary strategic advisory component, a
technology adoption & potential outsourcing
component, and, frequently, a change
management component to engage
customers through interactive use of social
media.
Justification
 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
Services
 Social Media Marketing Strategy
 Software Recommendations
 Social Media Audit
 Competitive Analysis
 Blog Design, Setup and/or
Optimization
 Blog Strategy Development
 Community Building Strategy
Development
 Community Monitoring
Value to Stakeholders

 Users of Social
Media
 Social Media
Consultants
 Brands or
Organizations
using social media for promotion
Technology
 Software’s that enable Listening
Main customers - Brands, CPG, Fortune 500, PR firms
Major Vendors- Radian6, ScoutLabs,
Visible Technologies
 Software’s that enable Engaging
Main customers - Brands, B2C, individuals, support
organizations
Major Vendors - CoTweet, HootSuite, TweetDeck
 Software’s that enable Measuring
Main customers - Retailers, B2B, conversion marketers
Major Vendors - Objective Marketer, bit.ly
Benefits
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
Cost Analysis
•Software costs •Content generation
•Consulting Costs •Content for blogs
•Setting up blogs
Conclusion
 Social media is quickly becoming a global
environment in which decisive opinions
are formed and amplified. The trend
indicates a bright future for social media
consulting as long as the social media
keeps reinventing itself.
Wrap Up
Questions???