emerging technologies and trends in social media
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By Jawad Shuaib http://jawadonweb.comTRANSCRIPT
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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