social networking fundamentals

Ayelet BaronCisco Leadership Fellow, NetHopeDirector, Business Development, Emerging Markets, Cisco

Http://twitter.com/ayeletb

October 2008

Social Networking

Social media is people sharing

information, having conversations and connecting online

11,200,000+

articles

55% Uploaded

photos

200,000,000 blogs

73% of active online users have

read a blog

45% have started their own blog

Universal McCann Comparative Study on Social Media Trends April 2008

Twitter (microblogging): users publish update under 140-character limit

1,000,000 users per month

200,000 users posting about 3 million

messages per day

57% Joined a

social networking

site

Creating Unique Global InsightCreating Unique Global Insight

29 markets 17,000 respondents

Australia

China

Singapore

Philippines

Taiwan

South Korea

USA

Mexico

Brazil

Japan

India

Pakistan

Hong Kong

Canada

TurkeyUK

Denmark

Greece

RussiaRomania

France

Spain

Italy

Germany

Poland

Czech Republic

Hungary

Netherlands

Switzerland

Austria

Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People

Continual Rise of Social Media: Content Creation Is MainstreamContinual Rise of Social Media: Content Creation Is Mainstream

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08

% E

ver

Do

ne

Read blogs / weblogs

Start my own blog/ weblog

Leave a comment on a blog site

Upload my photos to a photo sharing site

Upload a video clip to a video sharing site

Watch video clips online

Create a profile on a social network

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08

% E

ver

Do

ne

Read blogs / weblogs

Start my own blog/ weblog

Leave a comment on a blog site

Upload my photos to a photo sharing site

Upload a video clip to a video sharing site

Watch video clips online

Create a profile on a social network

Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social

Media Tracker Power to the People

NetHope - Collaborating for Results

Influence RevolutionInfluence Revolution

PRE MEDIA AGE

Talk face to face

Talk to shop worker

Government, monarchy, religious institutions dictate the agenda

MASS MEDIA AGE

Consult a professional

Readers letters

Phone in; TV / Radio

Talk to shop worker

Talk face to face

Phone call

Professional media dictate

SOCIAL MEDIA AGE

Personal blog

Social network page

Widgets

Photo sharing site

Chat rooms

Message boards

Video sharing site

Comments on blogs

Comments on websites

Viral emails

Wish lists

Ratings on retail sites

Reviews on retail sites

Auction websites

Social Bookmarking

Chat room

Price comparison sites

Social shopping sites

Consult a professional

Readers Letters

Phone in; TV / Radio

Talk to shop worker

Talk face to face

Phone call

SMS

Email

Instant Messenger

Consumers dictate

Emerging Markets Lead The Super InfluencersEmerging Markets Lead The Super Influencers

0

5

10

15

20

25

30

% s

har

e o

f ac

tive

in

tern

et u

sers

0

5

10

15

20

25

30

% s

har

e o

f ac

tive

in

tern

et u

sers

Super Influencers by country, share of active users

The Power of Social NetworkingThe Power of Social Networking

Imagine the Base of the Pyramid Using Social Networks

Imagine the Base of the Pyramid Using Social Networks

What Not to DoWhat Not to Do

University of Mary Washington Faculty Academy 2007CogLogDog Blog 2007

Twitter is a Bridge for Online Networking

But it works best if you’re referenceable in the Social Media

Blog

You need more than 140 characters Tweets to fully describe and

market yourself

The Power of The Power of CollaborationCollaboration

There are so many ways to give back by using social media tools – sharing information,

having a conversation and creating a network

Are Twitter Users More Generous than Facebook?

Dollars per Click Through

Twitter: $4.50Facebook: $0.29

Twitting for Charity:

Twitter co-founder Biz Stone launched a campaign asking those with Sept. birthdays to accept online donations in leui of gifts this year

Donations for Charity:Water, which builds wells in Ethiopia.

Many did: the site claims to have raised $393,000 since the end of August.

Beth Kanter Raised $200,000

The Power of Social Networking

at Cisco

The Power of Social Networking

at Cisco

Four Trends Driving Collaboration

Technology

Mobility

Content

• Continuous Connectivity• Virtualization

• Service-oriented Architecture

• Web 2.0

Globalization Scale Speed Empowered Employees Consumer Green

Business• Employees Increasingly Mobile• Easily Accessible Content Required• Multiple Methods of Reaching People• Devices/Apps are proliferating

• Current Content Email, documents•New Content Wikis, blogs, forums•Video

And its All Happening Now!

Technology

Mobility

Content

Business

Organizations Are Facing Tremendous Challenges

Users Taking Matters into Their Own Hands

Office Technology

Organization Employee

Enterprises Challenged to Keep Pace

The Role of IT: Synchronization

Chaos

So What Does All This Mean?So What Does All This Mean?

NetHope - Collaborating for Results

Publishing Billions of ThoughtsPublishing Billions of Thoughts

15M REVIEWS

14 HOURS OF VIDEO UPLOADED EVERY MINUTE

6.6M PHOTOS UPLOADED EVERY DAY

The New LandscapeThe New Landscape

Content Creators Network of Networks

Trusting Strangers

Hundreds of millions of us are content creators with billions of opinions online

World’s collective thinking is online and published, a first in history

Web expanded our networks to include people we don’t know and people we used to know

Digital channels encourage more frequent interaction and make it easier to share influence

Wealth of channels New form of casual

influence Trust

recommendation from strangers

Trust in social media channels more than paid-for communications

NetHope - Collaborating for Results

• Millennials will outnumber Boomers and Gen Xers by 2010

• 80% of Millennials are using social networking sites

• They trust their peers more than the ‘establishment’

Social Media Will be the Rule, Not the ExceptionSocial Media Will be the Rule, Not the Exception

The Tools Are Out There … It’s What We Do With Them

The Tools Are Out There … It’s What We Do With Them

This presentation was created thanks to my social network

This presentation was created thanks to my social network

Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/

Using Online Social Networks to Build Buzz, Community & Support for Your Cause, Jonathan Colman, The Nature Conservatory

Universal McCann, When Did We Start Trusting Strangers? Sept. 2008

Marta Z. Kagan, What the F is Social Media? http://bonafidemarketinggenius.com/

Http://Slideshare.net

Http://twitter.com

Http://facebook.com

Http://yammer.com

etc.

"In 2008, if you're not on a "In 2008, if you're not on a social networking site, you're social networking site, you're not on the Internet."not on the Internet."Interactive Advertising Bureau Platform Status Report, April 2008

"In 2008, if you're not on a "In 2008, if you're not on a social networking site, you're social networking site, you're not on the Internet."not on the Internet."Interactive Advertising Bureau Platform Status Report, April 2008

Social Networking Initiative at NetHopeSocial Networking Initiative at NetHope

Goals Research and identify specific tools that

can be used in the NGO community

Meet and interview key stakeholders in NGO environment, social media experts and key corporate partners like Google, Microsoft, etc. to identify best practices and case studies

Create a strategy for NetHope to improve information sharing and community building by leveraging existing tools and introducing new solutions

Provide members with options of tools they can use in different scenarios and a proposed implementation plan

Goals Research and identify specific tools that

can be used in the NGO community

Meet and interview key stakeholders in NGO environment, social media experts and key corporate partners like Google, Microsoft, etc. to identify best practices and case studies

Create a strategy for NetHope to improve information sharing and community building by leveraging existing tools and introducing new solutions

Provide members with options of tools they can use in different scenarios and a proposed implementation plan

Expected Outcomes Case studies and best practices

members can use

Recommendations for a social networking strategy for NetHope

Social networking strategy for member organizations with scenarios

Playbooks on 3 common areas

Expected Outcomes Case studies and best practices

members can use

Recommendations for a social networking strategy for NetHope

Social networking strategy for member organizations with scenarios

Playbooks on 3 common areas