emerging technologies and trends in social media

Emerging Technologies and Trends in Social MediaBy: Jawad ShuaibW : http://jawadonweb.com

THERE ARE ONLY 24 HRS IN A DAY

None Of These Sites Existed 8 Years Ago

The mobile web is growing 8x faster than the equivalent desktop web from

10 years ago.

The Long Tail of Startups

New Media is “Present Media”

HOW DID WE GET HERE?Internet vs. WWW

TCP/IP, Browser Wars, Internet Bubble and Search.

Web 1.0 -> Web 2.0

Limitations of Web 1.0 and the eventual transition to Web 2.0

60 billion web pages!

How big is the WWW?

28% of World Population

ACTIVE VS. PASSIVEContent is consumed in two ways:

Evolution of Media

Internet Is Not Going to Replace Television

SO WHAT’S SO SOCIAL ABOUT SOCIAL MEDIA?

What Do These Sites Have In Common?

What Makes Website Social?

• Identity: who are you?

• Reputation: what do people think you stand for?

• Presence: where are you?

• Relationships: who are you connected with? who do you

trust?

• Groups: how do you organize your connections?

• Conversations: what do you discuss with others?

The Consumers Of Content Are Also Its Producers

Social News & Bookmarking

• BlogsoBloggeroWordpressoTumblroPosterous

• Social BookmarkingoDeliciousoDigg/Reddit/HNoMixx

News Has Become Instantaneous

Social Networking

Social Networking

Personal• Twitter• Ning• Hi5• MySpace• Facebook

Professional• LinkedIn• Sprouter• Ryze• Plaxo• Xing

• Facebook is for real-time communication

• MySpace is for music artists and fan groups

• Hi5 is for gamers and high-school students

• LinkedIn is for business professionals and recruiters

• Ning is for creating niche social networks.

“Facebook is like a jail; You sit around and waste time, you write on walls and get poked

by people you don’t even know.”

The Social Graph“The global mapping of everybody and how they're related.”

Social Graph Attributes

• Users• Pages• Events• Movies • Likes • Photos• Videos• Notes• Check-ins

What can you do with the Social Graph?

Facebook vs. Twitter

Twitter is as of 2010 processing more than one billion tweets per

month

Facebook• Real relationships• Connected network• Media updates• On-site third party

applications

Twitter• Open relationships• Idea network• Status updates• Off-site third party

applications

Facebook vs. Twitter

Virtual Currency

• Virtual Goods Are Worth $1.5 billion

Social Photos and Videos

• Flickr/Getty Images• Twitpic• YouTube/Hulu

Social Collaboration

• Wikipedia• Google Wave• Google Maps• Collaborative Documents/Wikis

Social Bookmarking

• Digg was built for less than $2000• Delicious sold for $30 million

Collaborative Buying

• WagJag/LivingSocial/RedFlagDeals• Groupon rumoured to be sold for $5.3 billion

Location Based Services (LBS)

• Search today has a new dimension to it: location.• Locating people on a map (Facebook Places, Google Lat)• Recommending social events (Meetup, Gowalla)• Finding nearby services, such as a restaurant (Yelp, Google

Places)• Turn by turn navigation to any address• Mobile Commerce in terms of redeeming coupons

(Foursquare)

Facebook Places

Foursquare• FourSquare used by businesses to reward their most loyal

customers (Starbucks)

Micro Applications(Widgets and Mashups)

• Causes• Mafia Wars• Farmville• iGoogle Apps• Pip.io

Industry Leading Blogs

• Social Media: Mashable.com• Startup News: TechCrunch.com• New Media Analysis: ReadWriteWeb.com• Latest Gadgets: Engadget.com• Television and Media: GigaOm.com• Canadian Startups: StartupNorth.ca

HOW IS CONTENT SPREAD?SEARCH VS. DISCOVERY

Content Syndication vs. Aggregation

Content Syndication

MeMe

FacebookFacebook

TwitterTwitter

Other UsersOther Users

Open Source Content License

• GNU General Public License (GPL)• Creative Commons• MIT License

Content Aggregation

Content AggregatorContent Aggregator

BlogBlog NY TimesNY Times FacebookFacebook

MeMe

TECHNICAL TERMS AND LEXICON

Useful Concepts

• API• Torrents/P2P• Content Tags• Cloud Computing• Mashups and Widgets• HTML 5 and Semantic Web• Augmented Reality

Cloud Computing

• Amazon S3• Microsoft Azure• Google App Engine

HTML 5

• HTML 5 bridges the gap between desktop and web apps.

• Video without Flash• Geolocation• SQL Storage (for offline support)• Defined markup, header, footer, aside,

content, article

ENABLING TECHNOLOGIESThe quiet revolution

There Is An Ongoing Movement Towards Open Data

Open Data

• Facebook Connect and API• Twitter OAuth• OpenID• OpenSocial• Google Connect

When Picking a Platform, Consider:

• Geographic location of target users• Ownership of data (copyright issues)• Flexibility of platform• Usage limits• Potential for monetization• Ability to leverage the social graph

EXTENDING THE DESKTOP EXPERIENCE

The Social Smart Phone

When Forecasting The Future, Look East

Some New Devices

Review Of Popular Mobile PhonesWindows 7 Mobile

Review Of Popular Mobile PhonesSony Ericsson Xperia X10

Review Of Popular Mobile PhonesiPhone

Review Of Popular Mobile PhonesSamsung

Review Of Popular Mobile PhonesBlackBerry

Reference: http://gigaom.com

iTunes has sold over 1 billion songs

TABLET WARSYear 2011

Tablet WarsApple iPad

All iPhone Applications Run On iPad

More than 300, 000 iPads sold on first day

Tablet WarsSamsung Galaxy Tab

Tablet WarsBlackBerry Playbook

Tablet WarsDell Streak

Tablet WarsMicrosoft

Canada’s Service Provider

• Rogerso Fido, Chatr Wireless

• Bello Virgin

• Teluso Koodo

• Wind Mobile/Mobilicity/Public Mobile

Network Types

• CDMAo Good national coverage

• GSMo Supports SIM

• 3Go Fast broadband support

• HSPAo Bell and Telus moved from 3G

• 4G

A Device That’s Not Connected Is Not Interesting

Popular Mobile Platforms

• iPhone• Windows Mobile 7 Series• Android• BlackBerry• Ovi

It’s Cheaper To Develop For iPhone

Applications Sell For More On BlackBerry

$1.99 on iPhone$2.72 on Android$5.99 on BlackBerry

TYPES OF MOBILE APPLICATIONS

How To Choose Between WAP vs. Native

WAP vs. Native

• WAP applications are easier to build for. It works across devices.

• Native applications can better leverage the device hardware (i.e. gps, compass, accelerometer).

Application Examples

• Angry Birds• Yelp Augmented Reality/TinEye• Google Translator• Netflix• ING Mobile Payments• TomTom GPS• Audible Books• Yellow Pages

A Phone Is No Longer A Phone, It’s Your Alter Ego

GAMING PLATFORMS

Gaming Is A Bigger Industry Than Hollywood

“Call of Duty” Sold 14 Million Copies In 24 Hours

Three Types

• Gaming Consoles• Handheld Devices• Web Based

Gaming Consoles

• Nintendo Wii• Sony Playstation• Microsoft Xbox

Handheld Devices

• Sony PSP• Nintendo DS• Microsoft Zune, Apple iPhone, etc

Microsoft Kinect

Flash vs. Apple

INTERNET TELEVISION

Internet Television (IPTV)

• Google TV– Android Software Platform– Make content searchable

• Apple TV– Hardware box– Stream YouTube, iTunes, Music Collection

• Microsoft Media Room– SDK to add more depth to content

MONETIZATION OF DIGITAL MEDIA

On The Internet There Are A Few

Millionaires But Hardly Any

Billionaires

Monetization Models

• Freemium• Software as a Service (SaaS)• Advertising• Affiliate Marketing• E-Commerce• Product Placement• Branded Entertainment• Subscription Model

Freemium

• The marginal cost of an additional user is almost zero

• Free products with pro subscriptions

Advertising

• Embedded YouTube Ads• Google Adsense / Adbrite• TextLinkAds

Affiliate Marketing

• Commission Junction• Amazon Affiliates

E-Commerce

• EventBrite (Event Registration)• Monster (Job Board)• E-Bay (PayPal)• ING Mobile Payments

Product Placement and Branded Entertainment

• The future of branded entertainment is social.

• OldSpice Commercials• Seth Macfarlane• LoneyGirl15• Maynards

Subscription Model

• Wall Street Journal• Netflix/Rogers on Demand

PAID VS. ORGANIC GROWTH

Advertising Is Not Marketing

Turn strangers into friends and friends into customers.

Paid Growth

• Social Ads• Google Adwords (CPC/CPM/CPL)• Newsletter Campaigns

Organic Growth

• Direct Traffic• Search Engine Optimization (SEO)• Viral

Suggested Reading Material

Suggested Reading Material

SOCIAL MEDIA MARKETING

Users Have An Attention Span Of An Orangutan

How Is Content Spread?

Content That Stands OutUser Gets Rewarded For Sharing It

SUCCESS METRICSWhat Gets Measured Gets Improved

Traffic Metrics

• Measure Web Traffic with Google Analytics, Crazy Egg,

ChartBeat

• Measure Social Interactions with TweetDeck, Alerts, and

Google Blog Search

• Measure Blog Subscriptions with Feedburner

• Compare traffic using Compete/Alexa

• Identify success using A/B testing and conversions

“When I took office, only high energy physicists had ever heard of what is called the World Wide Web...

Now even my cat has it's own page.” – Bill Clinton

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