how social media changes business, technology, and society

How Social Media Changes Business,

Technology, and Society

Asst. Prof. Dr. Kanda Runapongsa Saikaew

Computer Engineering

Khon Kaen University

Thailand

Agenda

What is Social Media?

How Social Media Changes Business

How Social Media Changes Technology

How Social Media Changes Society

Side Effects of Social Media

Conclusion

“Social Media”

“Media“ means that social media are digital places for publication

“Social“ implies sharingContent (files, tastes, opinions…)

Social interactions (individuals gathering into groups, individual acquiring notoriety and influence…)

Social media are places, tools, services allowing individuals to express themselves (and so to exist) in order to meet, share…

Richness and diversity of social media

Social Media Tools & Services

Publications: Blogs, Wikis, Citizen journalism portals

Sharing: Videos, Pictures, Music, Links, …

Discussion: Forums, Instant Messaging, VOIPs

Social Networks: General and niche social networks

Micropublication: Microblogging Tools

Social Aggregation: Lifestream

Platforms for livecast hosting and their mobile

equivalent

Virtual worlds and 3D chats

Social gaming platforms and casual gaming portals

MMO and MMORPG

Publication: Blogs

http://www.blogger.com/ The most popular in the world

http://www.wordpress.com/ Comes from open source

http://www.exteen.com/ The most popular in Thailand

http://www.bloggang.com/ A part of Pantip community

http://gotoknow.org The most widely used among workers

http://blognone.com The blogs that share tech news

Sample Blog

Publication: Wikis & Journalism

http://www.wikipedia.org/ The most popular one

http://www.wikia.org Hosts wiki on focused topics

http://www.wetpaint.com Provides social network

service and wiki hosting service

Citizen journalism portals

http://www.digg.com Share any web content

http://www.newsvine.com Global news updated

http://oknation.net News updated by Thai people

Sample Citizen Journalism Portal

Sharing: Videos and Pictures

Videos http://www.youtube.com The most popular

http://vimeo.com For videos with higher quality

Pictures http://www.flickr.com The most popular

http://picasaweb.google.com Work well with Photo editor Picasa

Videos, Pictures, and Blogs http://multiply.com

Sample Videos and Pictures Site

Sharing: Links, Music, and Slides

Web links http://delicious.com The most popular online

bookmarking: Have tags and networks features

http://gnolia.com: membership is by invitation only

Music http://lastfm.fr The most popular in general

http://ilike.com The most popular in Facebook

Slides http://slideshares.net : Share slides and

documents

Sample Links Sharing

Sharing: Social Shopping & Customer

Suggestions

Social Shopping http://kaboodle.com The most popular

http://stylehive.com Targeted the fashion

oriented community

Customer Suggestions http://www.pligg.com: Open source CSM &

social networking site

http://getsatisfaction.com: Commerical people-

powered customer service

Sample Social Shopping

Discussion: Forms

Forums

http://www.phpbb.com: The most popular

http://simplemachine.com: Has many cool features

http://vanillaforums.org: Easy to customize

Instant Messaging

http://download.live.com/messenger (Windows Live Messenger, Former MSN): The most popular

http://messenger.yahoo.com/

http://www.ebuddy.com: Support MSN, Yahoo, Google Talk, Facebook and AIM

Sample Forum and Messenger

Discussion: VOIP

http://skype.com: High quality, More

widely used

http://www.google.com/talk/: Integrated

with Gmail

Social Networks: General

Global

http://www.facebook.com: #1 in the World

http://www.myspace.com: #2 in US

http://www.hi5.com #1 Social in Thailand

Thailand

http://www.myfri3nd.com/ Part of sanook.com

http://d-looks.com/ Nice interface

http://bangkokspace.com/social-network.aspx

Targeted information on party and nightclubs

Sample Facebook

Social Networks: Niche and Tools

LinkedIn: Create a profile for expanding professional or

business partners

enurgi: Connects caregivers to patients

GoodReads: Gets book recommendations

Nibbledish: Enthusiastic cooks sharing

Cafemom: The Largest online site for moms

Tripadvisor: Information on hotels from travellers

Ning: The social platform for the world’s interests online

Sample LinkedIn

Micropublication Tools

http://twitter.com

A real-time short messaging service that

works over multiple networks and devices

People follow the sources most relevant to

them and access information via Twitter as

it happens

Breaking world news

Updates from friends

Sample Twitter

Social Aggregation Tools

Lifestream: A time-ordered stream of documents that functions as a diary of your electronic life http://friendfeed.com: Discover and discuss the

interesting stuff your friends who are on Twitter, Facebook, and Google

http://www.socializr.com: Free event invitations

Desktop tools for popular social networks Tweetdeck: The most popular

Seesmic: Good for unlimited accounts

Sample TweetDeck

Livecast Hosting

Desktop http://justin.tv: Copyrighted materials

http://www.blogtv.com User generated content

Streaming Video on Mobile http://qik.com: Focus on the individual

mobile phone user

http://www.kyte.com: Media and entertainment outlets and enterprises through branded distribution channels

Sample Livecast Hosting

Virtual Worlds and 3D chats

Virtual Worlds

Provides an online society within a 3D world, where users can explore, build, socialize and participate in their own economy

http://secondlife.com: The most popular

http://www.stardoll.com: Online fashion

3D chats

http://www.imvu.com: 3D Avatar Chat Instant Messenger & Dress Up Game

Sample imvu Page

Social Gaming

Casual gaming portals

http://gamespot.com: a successful gaming

community

Social networks enabled games

http://www.threerings.net

MMORPG (Massive Multiplayer Online

Role-Playing Game)

http://www.worldofwarcraft.com

Sample World Of Warcraft

Friendster, Facebook, ....

Before Facebook becomes popular,

friendster was popular

A tool in itself is not able to create a

community, only members can

Members want to use an online community

No tool to rule them all

Continuous Online Conversation

Online conversations occur all the time

You can choose whether to have conversations occur with or without you

Your brand reputation is not under your control

Customers' voices are echoed through massively present in blogs, forums, wikis, social networks

Social Metrics on Social Platforms

Blogs Age, audience, popularity, RSS feed

subscribers, RSS subscribers / visitors, comments per post,..

Microblog Total tweets number, average tweets per

day, followings / followers, ...

Social networks Profile richness, age, friends number,

friends of friends number…

Agenda

Conclusion

Changes how businesses do marketing From offline marketing or purely online

advertising to also using social media marketing

Changes how businesses manage HR From recruiting unknown people to well-

known people through social media

Changes how businesses manage PR From publicizing only their own Web sites to

updating their news through social media services

What is Social Media Marketing?

The act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations and customer service

Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube

Traditional vs. Social Media Marketing

Growth of Social Media Marketing

41http://www.marketingpilgrim.com/2009/04/forrester-social-media-

growth.html

7 Reasons Why Social Media Marketing

Reason #1 Reduced cost

You pay only the Internet access and

salaries for people who update the content

You have all the space you need to

advertise and promote what you have

Reason #2 Measurable results

Instead of waiting for Google search

engine to index your Web site on the first

page of its result

Cannot force Google search engine to show

our Web site on the first page

With social media you can develop content

and be seen by thousands of visitors

Google Search Engine

Search with keyword “coffee”

Starbucks on Facebook

Reason #3 Flexible

Many different social media websites, such

as Facebook, Twitter, and LinkedIn

Use the one that is the most suitable for

your organization or company

Reason #4 Audience with all ages

Reason #5 No geographical restrictions The World Wide Web will do the work for you

Your products and services will be known

throughout all people around the world

People at wherever can become your fan

People at wherever can follow you

Success with social media will likely increase the number of inbound links you receive

Links will boost your search engine rankings and they’ll also drive click-through traffic your way

Both are generally high quality traffic sources.

Starbucks Twitter Found by Google Search

Twitter Account of Starbucks

Reason #6: Eco-friendly Imagine how many trees are being cut

down just to come up with yellow pages or brochures?

Imagine how much waste is thrown out when people dump their brochures?

Social media marketing likely does not use gas as much as traditional marketing which requires commuting and transportation

Reason #7: Build a relationship with customers Instead of doing outbound marketing to the

masses of people who are trying to block you out

Doing "inbound marketing" where you help yourself "get found" by people already learning about and shopping in your industry

7 Harsh Realities of Social Media Marketing

#1 No one is reading your blog Technorati tells us there are about 900,000 blog

posts made every 24 hours

#2 You’ve got to give (some of) your best stuff away You’re going to give away some of your

best, most valuable, most life-improving material away for free, within a well-defined content marketing plan

#3: It will eat your life (if you let it)

Know what you want to do with social

media, keep yourself focused, and set a

timer if you have to

The tools are amazing, but so is their

power to distract you from what you’re

trying to accomplish

#4: Social media hates selling

It’s really hard to sell products and services

in social media, mostly because this

audience hates salespeople worse than they

hate Microsoft

You may be able to get some limited

success out of it, but more likely you’ll be

banned, blocked, shunned, and abused

#5: What they say is a million times more important than what you say People with lousy products, crummy

business practices, and shady backgrounds get found out

Word spreads with frightening speed

Treat people right, because if you don’t, you will be exposed. And it will not be pretty

#6: A blog is not a marketing plan Blogs are cool, but a single useful tool isn’t the

same thing as a solid business and marketing plan.

Blogs are just one way to get your best content out there

If you’re in social media to do business, you have to develop a strategy for taking mildly interested strangers and turning them into raving fans . . . and customers

#7: You don’t get to opt out

The conversation will happen with or

without you

If you want to influence the conversation,

you’ve actually got to get into the

conversation

7 Myths of Social Media Marketing

Myth #1: Social media is free

Fact: You should expect to invest in

social media

You need to spend employee time or

paying an agency or consultant

To be effective in social media a great

investment in learning and research is

required

Myth #2: Younger People “get” Social Media

Fact: Social Use of Social Media is NOT the Same as Employing it as a Marketing Strategy It takes more than exposure to the medium

– it takes strategy, marketing know-how and great creative execution

Myth #3: Social Media is Easy Fact: The Barriers to Entry are Low, but

Getting it Right is Harder Social media may be harder than you think –

failure rates in corporate blogs are high Many corporate twitter accounts lack any real

engagement When using social media to build your

business be prepared to roll up your sleves and do some work

Myth #4: Social Media is Fast

Fact: Social Media Takes Time

Social Media takes time – both to listen

and understand the communities as well as

to figure out how to use it effectively.

Getting it right in social media is difficult,

and it takes trial and error.

7 Myths of Social Media Marketingb

Myth #5: Social Media Can’t Be Measured

Fact: Social Media is Measurable – But Measure More than just Followers and Fans

What are the click through rates to your corporate site from social sites?

How many key influencers in your audience have you connected with?

How many people retweet you?

What is your score on Twitter Grader or Klout?

You can also set up campaigns

Myth #6: Social Media is for Everyone

Fact: Consider Your Strategy First, then Choose the

If you don’t have the time or resources to

dedicate to it you may end up wasting your time

completely

Creating an account that is later abandoned may

end up having negative impacts on your

organization and can signal that you don’t really

Myth #7: Social Media is a Great Way for

me to Talk

Fact: Social Media is an Effective Tool for

Listening. Talk Later

When entering social media, the first question

many people ask is “what should I say?”

The first question should be “Who should I

listen to?”.

10 of the Smartest Big Brands in Social Media

1) Blendtec Blends it on YouTube

In the video, Tom Dickson the CEO of Blendtec,

attempts to blend objects in their blender

This simple idea led to a “five-fold increase in sales”

Creating funny, original video and leveraging an

already large user base can be used to increase sales

2) Burger King and the Sacrifice Facebook Application

the “sacrifice ten friends” facebook application

This memorable campaign quickly went viral and was

adopted by over 20,000 users, sacrificing 200,000

friends for free whoppers

3) Starbucks Asks for Your Advice

To get a better handle on consumer feedback,

Starbucks did just that with “My Starbucks

Idea.”

By empowering their exceptionally web savvy

consumer, Starbucks strengthens their

campaign to add a personal touch to coffee.

Directly asking your consumers what they want

Acting on that information and doing it

publicly is key to the success of this campaign

Stackbucks Ideas

4) Sun Microsystems and the CEO Blog Sun Microsystem’s CEO Jonathan Schwartz’s

blog received about 400,000 hits a month (in 2006)

It’s not the number of hits that make his blog a social media success, but the openness on it

Positive and negative comments are allowed

Social media is a culture of transparency and honesty that must be embraced, leading by example is one of the best ways to introduce it to a company.

Jonathan's Blog

5) IBM with Lots of Blogs

IBM capitalizes on the intelligence of their

employees to give consumers insight into what

happens behind the scenes

Users get to see how IBM operates, and are

given a direct connection with IBM employees

Leveraging your employees to write about

what they love conveys the corporate

dedication to the industry

IBMer's Blogs

6) Zappos on Twitter

Zappos use Twitter to highlight interesting facts,

and to talk to their consumers

Talking to Zappos is like talking to a friend that

happens to sell shoes

Ingraining social media into the culture of a

corporation means that every consumer

interaction is personal

Zappos Twitter

7) IKEAS’s Use of Photo Tagging in Facebook

Images of new furnitures were uploaded to

his Facebook photo album

Using the all-popular “tagging” feature,

customers were able to locate items in the

pictures and put their name on it

The first person to tag an object got to take it

In turn, thousands and thousands of users

willingly promoted IKEA and it’s new store

to others, creating a big win for IKEA

Photo Album of Ikea Store Manager

8) Ford and Social Media PR Ford’s legal department sent out cease and desist

letters to forum owners using Ford trademarks

Obviously the story was twisted and changed, and

in the end people were outraged

What makes this a success story for social media

is that Scott Monty (Ford’s community manager)

was quick to find out what happened and let us

know the true story

Twitter of Head of Social Media at Ford

9) Dell Doing it Everywhere

Embracing social media is a huge undertaking, and

involves a large investment

Dell didn’t shy away from these obstacles, instead

they’ve gone above and beyond, truly cultivating a

cross-platform community

They’ve created multiple Twitter handles, a network

of blogs, and are very active on Facebook

Creating cross-platform strategies can lead to the most

success, especially when your demographic is already Internet and technologically savvy

Dell Community

10) Dunkin’ Donuts

Dunkin’ Donuts launched a program that helps

coordinate donut runs

The user creates a list of friends or colleagues

When that person heads to Dunkin’ Donuts, the

group gets an alert and can let the person know

if they want anything

The user can either print the compiled order sheet or view it on their iPhone

Dunkin’ Run

Thai Businesses that Use Social Media

Federbrau has launched many social media tools which include Twitter, Facebook, Flickr, and Youtube

https://twitter.com/Federbrau_Beer

http://www.facebook.com/federbrau

http://www.facebook.com/Changworld?ref=ts

https://twitter.com/chang_beer

http://www.flickr.com/photos/changbeer

Federbrau has organized activities that there were

more than 50000-60000 people participate in those activities within 2 months

Federbrau Facebook

Chang Beer Twitter

Sansiri has used many social media tools which include Twitter, Facebook, and Youtube

http://www.twitter.com/sansiriplc

http://www.facebook.com/sansirifamily

http://www.youtube.com/sansiritv

Sansiri has set a campaign through Facebook users who are at least 30 years old

It helps Sansiri to increase customers from the Web and help the sale from Web to be over 155 units which turned to the income about 700 millions Baht

Sansiri Facebook

Sansiri Twitter

HTC uses many social media tools which

include Hi5, Facebook, Twitter, MySpace

HTC has set up activities and campaigns

through Facebook

Only Facebook HTC, there are about at least

2,300 users for only 2 weeks

From the survey of Facebook HTC users, it

was found that 40% of all customers are new

HTC Facebook

HTC Twitter

Social Media Tools for HR

Join Web application for recruiting people RecruitingBlogs.com, HRM Today, ERE.net, and The Fordyce Letter

Network

Learn how to use LinkedIn Update your profile to match your prospects’ searches

Read more Blogs by using an RSS reader Talent Management Blog Power Rankings, Top 50 HR Blogs

Try Twitter Connect with thought leaders who share what they're working on,

resources, tips, links to interesting articles

Use Facebook If your company has a fan page on Facebook , promote SMS updates

to potential candidates and promote your latest jobs

Social Media Changes the Game

Candidates can position themselves on the market and approach company representatives directly Without having to go through staffing

functions (or search agencies)

Staffing representatives can pre-screen candidates’s CVs and build relationships with prospective candidates Fewer commuting trips, phones, and emails

From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan

From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan97

From http://www.slideshare.net/mikelhanson/jobs2web-the-shift-has-hit-the-fan

Social Media Tools for PR

Youtube

Upload the video about your business for millions viewers

Facebook

Have a fan page to attract prospect customers or employees

Twitter

Update your current business status and news

Wikipedia

Edit your business information

Update your current business services and products

Engineering Chula Web Site

Engineering Chula Fan Page

Engineering Chula Twitter

Computer Center KKU Web Site

Google Twitter Accounts

Agenda

Conclusion

How Social Media Changes

Technology

Change the way we store data Shift from using traditional databases to new

databases, such as Google Bigtable

Shift from buying our own hardware to store data to using Internet storage services, such as Twitter uses Amazon Simple Storage Service

Change the way people reuse software Shift from downloading codes to calling

functions through Web API (Application Programming Interface)

Social Media Kills the Database

What do we want to do with social media data? Store pieces of content for your website so it’s

easy to manage Store content from EVERY website on the

Internet Track your company’s financial transactions Track every credit card transaction for your

multibillion-dollar banking conglomerate Store an address so it’s easy to find by a unique

key Store every photo on Facebook so it’s accessible

by a unique key

Social Media Kills the Database

What do we want to do with social media data?

Generate charts and graphs on how your business did in the last month

Generate charts and graphs on key analytics for every piece of Social Media on the Internet.

Analyze records of how people have accessed your website and attempt to simulate their behavior

Analyze every click ever made on MySpace and optimize intrasite workflow

Problems of RDBMSs - Scaling

RDBMSs have made the modern business possible: being able to slice, dice, and analyze data in a neat, intuitive format is immensely powerful

The problem is that the price of processing data in an RDBMS scales exponentially with the amount of data Getting twice the processing speed on twice the data

rarely costs only twice as much

Their solutions still require expensive hardware, custom hash algorithms, compression, brittle analysis structures, and the licenses are enormously pricey

Problems of RDBMSs – Data Format

In addition, developers have become crippled by being able to only think of data in terms of Rows and Columns

There’s a multitude of database paradigms: Graphs, Trees, Objects, and so on

Databases limit developers to SQL, which is great for certain kinds of set mathematics and not much else

In order to overcome fundamental limitations of DBs, things like Conditionals, Iteration, String Manipulation, and more have been hacked into what was at first an elegant set mathematics language

Problems of RDBMSs – Algorithms

Algorithms (such as MapReduce) which make

data analysis scalable are highly unintuitive in

The limitations in the environment lead to a

limitation in engineers’ ability to solve “big data”

problems

People treat Databases as The Only Way To

Store And Process Lots Of Data, and this leads

them down the Road To Failure

Fundamental Problems of RDBMSs

The row/column approach limits you to one

static storage paradigm

Updating indices does not scale linearly

The more data you have, the longer it takes to put it in

You can’t delete data if your DB gets too large in a

production environment, so performance continually

decays until The Datapocalypse occurs (or you throw

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