socialnetworking 110324004641-phpapp01
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Advika DwivediGrade-6 ‘B’
Ecommerce – Social Networking
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Introduction
•Websites focused on building online communities of people having shared interests. •Social networks have common themes of information sharing, person-to-person interaction and creation of shared & collaborative content.•The industry has been successful in getting a large number of people at one place, but not very successful in monetization.•Two-thirds of the world’s Internet population visit a social network or blogging site and the sector now accounts for almost 20% of all internet time.
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Some Statistics(2010)• According to a study by Nielson Company, 89 per cent of 15-
20 year olds in India access a social networking site everyday and 60 per cent of them spend at least half an hour on social networking each day
• The world now spends around 22 percent of all time online on social networks and blog sites
• The average visitor spends 66% more time on these sites than a year ago
• 9 out of every 10 U.S. Internet user now visiting a social network in a month
• CNN's international readership found that 43% of online news sharing occurs via social media networks and tools
• The number of users registered for virtual world sites broke the 1 billion mark during 2010
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Some Statistics (2010)
• BlackPlanet users spent 3.6 minutes more on the site than the average Facebook visitor
• MyYearbook and Tagged users spent around 3 minutes more than the average MySpace visitor
• Facebook witnesses more than 65 billion page views par month• More than 14 million photos* are uploaded on Facebook and 8
million photos on myspace daily .
*source: www.facebook.com
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Key Players
FacebookFounded: 2004No. of users: 600 millionRevenue: US$800 millionAlexa Rank: 2Revenue from: Banner ads, referral marketing,
partnerships, branding elements, virtual currency
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Key Players
TwitterFounded: 2006No. of users: 190 millionRevenue: US $150 million (projected 2010)Alexa Rank: 9Revenue from: verified accounts,
advertisements (promoted trends)
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Key Players
MyspaceFounded: 2003No. of users: 100+ millionRevenue: US$385 million (2009 est.) Alexa Rank: 68Revenue from: advertisements, Google AdSense
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Key Players
LinkedInFounded: 2002No. of users: 100+ millionRevenue: US$161.4 million (Jan. – Sep. 2010)Alexa Rank: 18Revenue from: premium accounts, hiring
services, advertisements, partnerships, Google AdSense
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Key Players
OrkutFounded: 2004No. of users: 120 millionAlexa Rank: 106Revenue from: advertisements
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LifeCycle
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Top 10 in India(no. of users)Total Unique Visitors (000)
Site July 2009 July 2010 % change
Facebook 7,472 20,873 179
Orkut 17,069 19,871 16
Bharatstudent.com 4,292 4,432 3
Yahoo! Pulse N/A 3,507 N/A
Twitter 984 3,341 239
LinkedIn N/A 3,267 N/A
Zedge 1,767 3,206 81
Ibibo 1,562 2,960 89
Yahoo! Buzz 542 1,807 233
Shtyle.fm 407 1,550 281
Total 23,255 33,158 43
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Top 10 Social Networking Markets
Total Unique Visitors (000)
Market July 2009 July 2010 % change
United States 131,088 174,429 33%
China N/A 97,151 N/A
Germany 25,743 37,938 47%
Russian Federation 20,245 35,306 74%
Brazil 23,966 35,221 47%
United Kingdom 30,587 35,153 15%
India 23,255 33,158 43%
France 25,121 32,744 30%
Japan 23,691 31,957 35%
South Korea 15,910 24,962 57%
Total 770,092 945,040 23%
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Top Social Networking Sites (monthly visits)
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Top SN sites in India(avg. time spent/visit)
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Social Networking sites for India
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Social Networking sites for India
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Social Networking sites for India
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Social Networking Activities
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Revenue Models• Premium Services: example- LinkedIn• Advertisements
– Cost per click (CPC)– Cost per action (CPA)– Cost per thousand viewers (CPM)
• Micropayments: small payments for upgrades• Partnerships: create profiles for partners. example-twilight, Apple iTunes with
Facebook, Simply Hired on LinkedIn• Branding elements with applications: example- Living Social application on Facebook• Virtual Currency: online applications(games). Real money for virtual goods. Annual
revenue of two year old firm Zynga estimated $100 million in 2009• Virtual Gifts: more than $1 billion for US users in 2009• Surveys: pay members to participate and profit from selling access to its successful
audience. Example: LinkedIn
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External Environment Analysis
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Threat of New Entrants (Medium)Capital requirement for the new player is lowBrand loyalty is missing-Specialty networks (eg. Last.fm) are still entering the online space-No Sales force
Buyer Power (High)
- Switching costs are minimal-Users maintain more than 1 accounts on social networking sites and check both accounts in transition periods-Little difference in the service providedThreat of Substitutes (Medium)
- Internet sites with large user bases may create a social networking component (blockbuster, amazon)-Physical data storage
Supplier Power (Low)
- Widgets and Apps providers are usually small developers with little bargaining power
Industry Rivalry (High)
- Intense competition between competing sites fueled by venture capital and speculative valuations
Porter’s Five Forces
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•Design – Ease of use, Attractiveness etc.
•Target Market – Some sites target niches, some target
goegraphies
•Activity Focus – Target market can be connecting people
over relationships, or over shared interests
•User Engagement – Site needs to retain user minutes
•Transactions– Innovative features like applications
•Privacy –privacy filters and controls
•Entry Barriers – Easy sign ups
•Trust – Different outlooks to Trust.
•Localization– Local content, languages etc.
Possible Success Factors for the industry
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SOCIAL MEDIA-Analyzing the competitiveness
T-Factor Question to be asked Function of
Transactions Do the transactions on your site, make a difference to the users life? Are they repeated?
Repeat transactions
Targeting Can the site distinguish between the preferences, likes/dislikes of two users?
Targeted Advertisements
and Content
Time Do your users spend time on your site? Are you an industry leader in user enagements?
User Engagement &
Content
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Facebook - SWOT Analysis
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Facebook - SWOT Analysis
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Long Term Objectives
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Recommendations
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Thank You!