Business opportunities in social media

A közösségi média és a Web2.0 üzleti lehetőségei

Web2.0 for University Budapest

2023.04.08. 1

Joseph Bayer

[email protected]

www.bayer.hu

Linkedin url: http://hu.linkedin.com/in/josefbayer

Leading and organizing faculty

mailto:[email protected]

http://www.bayer.hu/

http://hu.linkedin.com/in/josefbayer

http://hu.linkedin.com/in/josefbayer


Introduction

Qualysoft is Custom Software Development House for the financial sector and other multinational companies.

I am head of R&D department being in charge for products like: Infinica Docflow, Infinica Content Cruiser, Impulse Driver Kit.

I have an IT degree as well as Sociologist and Online Media.

I am an IT enthusiast since 1984. All of these influences my explanation of Web

2.0 and Social Media.

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Summary

Business is created during conversation among business participants. Get out of the conversation spaces and you loose the business opportunities.

Social Media and Web 2.0 is relevant for every companies not only for the high tech media sector.

If you want to make business, you have to understand the behavior of the social spaces and you (and your company) have to be involved.

2023.04.08. A Közösségi média és a Web 2.0 üzleti lehetőségei

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We don’t talk now about:

• Enterprise 2.0• Online Marketing• Government 2.0• Politikai marketing• Online Content ipar• Search Engine Marketing• Marketplaces

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What do we call Web 2.0?


Wrong definition in 2003

Web2.0 for the Qualysoft – Josef Bayer – 4 may 2007

• 1999: Darcy DiNucci: Web2 is usability+design

• 2003 - Dermot A. Mc Cormack:

1. Email on the fridge, pay with your mobile – not yet

2. TV is more important as Internet client, than PC

3. Internet is more important than phone – Yes it became

4. You’ll pay for data security services

5. Outsourced enterprise grids in the cloud is a hype

6. All home appliences have an IP address

7. 2004 Tim O’Reilly and John Batelle: Web as platform, UGC.

8. 2006 Time magazin People of the Year: YOU! (participation platform and collective intelligence)

I’ll tell you who invented the Web2.0 on the last slide.


Web2.0 Critics

• Very Web 2.0 if:…• Logo is mirroring• "meta” or "micro" is in the naming• It’s called Startup• Nice blue gradients, large fonts, large icons,

large buttons. • Validator apps: (the hungarian social networking

site received only 5 of 66 in 2009)

http://web2.0validator.com/ ; • Most important requirement: Idea and content

have to be blatantly stolen.

http://web2.0validator.com/


3rd largest community of the world is ...

China,

India,

…

Facebook– 630m user


Web 2.0 definition

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1. It doesn’t exist

2. It does exist but it’s only a hype //CIOs

3. Web1 is about webshops, Web2 is about people //eBay

4. Web2 is about user contribution //Tim O’Reilly

5. Web2 is about exploiting users //Crowdsourcing gurus

6. Web2 is about communities and relationships szól //Iwiw heros

7. Web2 is abut the joy of self-expression // Blog cezars

8. A Web1 connceted people with computers, Web2 connects

machines with machines //Mashup gurus

9. Content was king in Web1, services are king in Web2 //Larry Page

10.Web2 is about self-service applications //Jeff Besos


Web2.0 factors

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Where is the beef?


Markets are conversations

• Markets are conversations• People and not target groups are involved• Independent conversation overwhelm corporate

messages• You can’t ignore you have to be involved• Market decisions are made in peer2peer

communication, companies have to find the right channel to be involved

• Direct links demolish hierarchy• Information processes of the enterprise should fit

participating in this conversation. • The coversation space is the market, the rest is only

a depot. • Web 2.0 interaction will happen in the corporate

intern communication as well (Enterprise 2.0)• How much money is spent blocking these Web2.0

tools within the company?2023.04.08. 12


How orients clients?

• Customers aren’t receptive for corporate truth and messages.

• They expect the answers from peers. • A housewife recommends a product to her

girlfriend in a successful TV ads.

All customers became:- Opinion leaders (Forums, blog, skype)- Expert (pl. Wikipedia)- Reaches masses (pl. Youtube, videa)- Builds network (Facebook, ...)- Publishes product reviews

- Successful players don’t hesitate to publish customer opinions (ebay, amazon, apple store)


Different types of social spaces?


Social Media Landscape

Communication: Blogs (blogger), Microblogging(), Location-based social networks(), Social Networking Site (Xing), Event Organizer (meetup), Information Aggregator(Netvibes), Fundraising(Kickstarter)

Collaboration/authority building Wiki(Wikimedia), Social bookmarking/tagging(Delicious), Social Media Gaming (Empire Avenue),Social news (Digg), Social navigation(Trapster), Content Management Systems(Drupal), Document Managing and Editing Tools(Google Docs)

Multimedia Photography(Flickr), Video(sevenload), Livecasting (Justin.tv), Music(Pandora Radio), Presentation (SlideShare)

Reviews and opinions Product reviews(epinions), Business reviews (Yelp, Inc.), Community Q&A( Askville)

Entertainment Entertainment(Cisco), Virtual worlds(Second Life), Game sharing( Kongregate)

Brand monitoring Social media measurement (Vocus)

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UCV - User contribution


Participation models

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• Target the opinion leader• Let them do the rest• Advertise the high end mobile

• Customer care should identify opinion leaders:

• http://www.youtube.com/watch?v=-QDkR-Z-69Y

http://www.youtube.com/watch?v=-QDkR-Z-69Y




Which TV station?

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Which TV station would be attacked by the revolutionist?Hopefully the local social networking site and network center.

Where do you find the first disaster reports?

CNN follows and broadcasts youtube news.

Serve the CPA-t (continuous partial attention)


Self service and long tail

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• Affiliate shops, Adwords, Ebay, Salesforce – selfservice CRM

• Distribution channel of niche products• Death of mass culture

http://www.longtail.com/the_long_tail/WindowsLiveWriter/image_10.png


Online Social IdentityWeb1 ->Web2 (SNS)

Content was king of Web1

User is king of Web2

Web1 – Nobody knows, that you are a dog. And that’s marvellous!

• Web2 – Now everybody knows, that you are a dog.

• And you are proud of it! (joy of self expression)• SNS – Social Networking Sites – (need of belonging)


Webaudit.hu

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Local social networking site is loosing against Facebook


Iwiw and other SNS

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• Good SNS – all my friends are there.• And we can interact there several ways.• Iwiw had 95% penetration in Hungary!• Corporates want to get there.

SNS became a Personal CRM.

http://dev.iwiw.hu/verseny/


OpenAPIApplication PlatformA platform always win against applications SNS became the mall of the internet. Let’s open there our shop and services.

OpenApi, Games, Corporate platform, Like, Event organizer


People not pages

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Social spaces need more complex metrics then traditional Web analytics.

We can measure activity types, contribution patterns, intensity of communication. We filter and group on profil patterns.

In case of a conversation target, it’ easier to support with a recommendation system and measure the funnel abandonment rate.


Nike +

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• Shop• Sport club• Events• Consultancy• Fun• Integrated to

Twitter, Facebook,


Remixability - Mashup: PlazesWhere do you party tonight?


Startup meetups

Where to find good concepts or present yours?• New Tech Meetup• Web 2.0 Barcamp• Smartmobil HQ• Elevator Pitch Competition• StartUp Underground Events• Startup Weekend Budapest

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http://www.meetup.com/newtech-42/

http://www.meetup.com/newtech-42/

http://barcamp.ap.hu/startup_verseny

http://barcamp.ap.hu/startup_verseny

http://www.smartmobilhq.hu/program

http://www.smartmobilhq.hu/program

http://epc.colabs.hu/

http://epc.colabs.hu/

http://suu.hu/

http://suu.hu/

http://suu.hu/

http://budapest.startupweekend.org/


Measuring public opinion

When is Web3.0 coming?

• Now we believe that Web 3.0 will be the semantic Web. • Machines should be able interpret the content. (Not understand.)• Content and format have to be separated.• Content has to be supported an internal structure describing the

meaning. • It would be a big revolution of the Artifical Intelligence, if we succeed.

//There is a big AI revolution in every 5th years since 1965, and still struggle to fulfill expectations

• But we might be able to find the biography of Roosevelt finally – instead of receiving a hit list of job boards.

• First applications: political thermometer interpreting the blog opinions.


Who invented Web2.0?

Web2.0 for the Qualysoft – Josef Bayer – 4 may 2007

Web2.0 was invented by Tom Sawyer while painting the fences. (there was:

- Collaboration and participation model, - Voluntary, - Need of belonging,- Joy of self expression,- And finally business model as well :-)


Be conscious Tom Sawyers!

Homework: Download this presentation from the slideshare.net Contact me on LinkedIn, not on the Facebook Google yourself and develop your own online identity Create a blog under your own domain (.info, .cc, .com) Gather some backlins on link directories, twitter, etc.

Questions• What is Web 2.0? • What influences the business opportunities of the Social Media?• What are success factors of a good social portal? • Where do you find Web analytics data?• Why do you need more sophisticated data for social portals?

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Questions?