three tales about social networks
DESCRIPTION
Presented by Dr Bernard Leong in Professor Michael Netzley's course "Digital Media across Asia" (#Comm215) in Singapore Management University, it presents an introduction to social networks, the global trends and observations and three case studies on corporate communications: (i) Kaixin001, (ii) CyWorld and (iii) Facebook Pages on a Singapore Case Study. It also gives a short glimpse to mobile social networking and its rise in 2010.TRANSCRIPT
Three Tales about Social Networks
Bernard LeongCo-Founder, Chlkboard and Partner, Thymos Capital LLP
Editor, SGEntrepreneurs and This Week in AsiaTwitter/GMail: bleongcw
1
Concept of Social Networks
2
Social Networking Activity
Offline Online
Invite to the network or
networking session
Registration to the network or
networking session
3
Social Networking Activity
Offline Online
Connecting with people in the
network\
Sharing Information and
discuss issuesin the networking
session
4
Social Networking Activity
Offline Online
Follow up with the people you meet in
the network
Provide a profile of yourself
5
What has really changed with the transition of communities or social networks from offline to online?
6
Shifting Social Activity from Offline to Online.
Social Gaming is propagated by trusted referrals among friends in a
social network
7
Scalability: Extension of a user’s reach is happening very quickly in real time
8
The extension of activity is the ability to interact with someone without the need to meet face to face
9
Global Trends & Observations of Social Networks
10
Rank Sector
Global Active Reach Dec 08
Global Active Reach Dec 07
% Point Increase in
Active Reach
1 Search 85.9% 84.0% 1.9%
2General Interest Portals (News) 85.2% 83.4% 1.9%
3 Software manufacturers
73.4% 72.0% 1.4%
4 Online Communities 66.8% 61.4% 5.4%
5 Email 65.1% 62.5% 2.7%
Global Faces & Networked Places March 2009: A Nielsen Report on Social Networking’s New Global FootprintSource: Nielsen Online Global Index, Dec 2007- Dec 2008
11
12
Created by Vincenzo Cosenza based on Alexa & Google Trends for Websites.Reference: “World Map of Social Networks Shows Rise of Facebook” by Robin Wauters, TechCrunch, 21 Dec 2009
http://www.techcrunch.com/2009/12/21/world-map-social-networks/
13
East Asia
SEA + India + Australia
By Dec 2009, here is how social networks in Asia looks...
Interesting Note: Facebook has taken over CyWorld by end 2009 as the most dominant social network in South Korea.
14
Revenue (US$) 350-500M(Rumored)
1B(Tencent Annual Report)
Profit (US$) 0M (Rumored)
475M(Tencent Annual Report)
Profit Margin (%) 0 45%
Number of Users 350M 400M
Revenue generated from users
10% 88.5%
Average Return Per User (ARPU)
US$1.75 US$2.77
Source: Benjamin Joffe, TenCent and TechCrunch
15
Social Networks For Businesses
16
Kaixin001 - Stealing Car Parks Social Gamestarted with General Motors Buick
10% of media budget to increase 6.7% growth in car sales.
17
Minihompy Phenomenonextended to brands,
for e.g. Motorola Razr
Measure number of comments, user visits and who have viewed this page
18
Facebook Page: Brewerkz
Status Message
Number of Fans
Location, PhoneTo ramp up the number of fans,
they gave the 1st 1000 fans a voucher
to free beer
The page also shares events and photos of the company19
How to measure ROI for marketing for FacebookSource: Ogilvy 360 “Facebook For Businesses”
20
And One Last Thing...
21
Mobile Social Networks✦ “Location, Location, Location”
✦ Augmented Reality
✦ Social Networks + Gaming = Gree.JP, Gowalla/FourSquare, BuUuk, Foyage, My Town - The next wave after Twitter & Facebook?
22
In Summary✦ Context: Planning community
engagement requires understanding of cultural, social and political conditions.
✦ Converse: Deploying community engagement utilizes tools that allow maximum reach and interaction with people based on social networks.
✦ Convert: Set milestones and metrics that helps you to decide whether a course of action deploying the social network have been fruitful.
23
Discussion Topics✦ The rise of micro-transactions in Social
Networks: Could it be a deterrent to getting quality interaction and engagement?
✦ The mobile-web economy: Will social networks move away from the web towards the mobile or complementary?
✦ The abuse of social networks: Privacy & Identity Fraud. How do you assure brands that you can facilitate a social media campaign with social networks?
24
You can contact me via GMail/Twitter/Skype: bleongcw and go to my blog: http://bernardleong.com
My Projects and URLs you can locate me:
http://chlkboard.com
http://www.thisweekinasia.net
http://www.sgentrepreneurs.com http://www.thymoscapital.com
Untitled Book Project on Internet & Social Media in Asia with Michael
Netzley & Nicholas Khoo
25