open social - shaking the money tree

Sting Chen Slide 1 of 16

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Open Social

Why we need open social? How to make money?

Shaking the Money Tree

陈世欣 – 和家网 [email protected]


Agenda

• Everyone will be on a social network site. – Members use social networks for communication– Web2.0 is a fundamental shift in the way we

communicate– Social Technographics

• How to make money by social network?Create currency and exchange it for money– Create good content and services– Link to more people and build your brand– Exchange the value you create for money

• The Many Challenges of Social Networks


Everyone will be on a social network site.

The Fact is

“ IN 2008, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.”


Members use social networks for communication

Activity FrequencySee what my friends are up to: 86%

Sent a message to someone: 79%

Posted/updated my profile: 70%

Looked at profiles of people I didn’t know: 65%

Searched for someone that I used to know: 59%

Send a friend/connection request: 53%

Listened to music: 47%

Read a blog or journal: 51%

Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial):

55%

Watched a video: 40%

Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007


Web2.0 is not a fad

Web2.0 is not a fad

IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.

The old communication model is monologue

The new communication model is dialogue


Creators

Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them

Critics

Post ratings/reviews of products or services Comment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

CollectorsUse RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

JoinersMaintain profile on a social networking siteVisit social networking sites

Spectators

Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

Inactives None of the above

Base: Online adults and youth

Source: US Social Technographics® Q2 2007 Online Survey and Technographics® Q4 2007 Online Youth Survey

Social Technographics


North America Technographics

Base: US online adults and youth


Social networking will make the world better

Which will make it

• TRANSPARENT

• INCLUSIVE

• AUTHENTIC

• VIBRANT

• COMSUMER-DRIVEN


Agenda

• Everyone will be on a social network site. – Members use social networks for communication– Web2.0 is a fundamental shift in the way we

communicate– Social Technographics

• How to make money by social network?Create currency and exchange it for money– Create good content and services– Link to more people and build your brand– Exchange the value you create for money

• The Many Challenges of Social Networks


Create good content and services

• Content is the currency of internet

• Create content and services that are worth passing on. (Brand, Messages , etc.)– Do what you do best for creating valuable

services– Do what you do best for creating valuable

content

“Content is the new democracy and we the people, are ensuring that our voices are heard.”


Build good links to the social network

• Link is the currency of social network

• Make more people know you

• Ask/Allow people to link you (links, followers, subscribes)

• Make friends and maintain friendship

• Make it easy as possible for your fans to find it and spread the word.


SNS will deliver the content to your network easily

If you have four kinds of friends.Ruby on Rails, Finance, Business, Travel

The people in your network will know the content you created quickly and easily. They can also just subscribe the area they are interested in.

If someone want to get suggestions, they will ask you easily.


Do you best for building your brand

• Design your brand

• Make you unique and be remembered.

• Give your advices or suggestions

• Get better advices.

• Response to something.

• You may calculate and select the links of yours or your friends from the whole open social networks.


Exchange the value you create for moneyGet the value of others create

• Get the money from the services and products.– Marketing income.

• Recommend something for getting rebate• Deliver important messages (soft-AD.)

– Sale services (Answer questions, Give advices)– Sale more products.– Rent your space or brand for exchanging ADsense / ADlink.

• Get the benefits from the network– Deliver the best content to the right people.– Buy something from some right channel.

• Find right people for your business.– Get the members from the social network.– Query the trust record of one people.


The Many Challenges of Social Networks

• Difficult to Monetize– “Marketers say as few as 4 in 10,000 people who see their ads

on social networking sites click on them, compared with 20 in 10,000 across the Web. Mark Seremet, president of video game publisher Green Screen, stopped advertising on MySpace last spring because of a 13-in-10,000 response rate. "It's really hard to make money on that anemic click-through rate," says Seremet.” –Businessweek

• Excess of Players• As Marketers Move In, Users Move Out• Untrustworthy Member Data• Privacy Concerns Mount as Developers Move In• Plateau or Social Network Fatigue?• Successful Networks have hard time scaling• Loss in workplace productivity “Social not-working”


陈世欣[email protected] 13671837961

http://www.51hejia.comhttp://www.51hejia.com

Q & A