Social Media Trends and the Network

Skeeve StevensCEO Director

Social Media Trendsand the

Network

Social Media on Mobiles

Asia Peering Forum, Ho Chi Minh City, Vietnam - September 2011

WHO IS EINTELLEGO❖ Specialist integrator designing, building and managing the infrastructure of ISPs and Enterprises (with ISP-like networks)

❖ Multi-vendor specialist - focusing on Juniper, Cisco, HP Networking with certified engineers for all vendors - some Brocade, Extreme, F5 and others

❖ Design of CDN, IPTV, etc solutions

❖ IPv6 Consulting/Design/Implementation for Service Providers, Enterprises, Integrators & Government Departments (all over Asia Pacific region)

❖ Bump-up’ training for network engineers (one on one/few) in IPv6, Peering, new techniques and cutting edge networking, cross-vendors bump



WHAT IS THIS TALK ABOUT?Social Media is fast becoming one of the largest uses of bandwidth on the Internet.

Why is this the case?... where did it come from? and where is it going?

It is important to understand Social media if they are going to architect their networks appropriately over the next 3-5 years



WHAT IS THIS SOCIAL MEDIA?Social Media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.(Wikipedia)

Social Media is a ‘two-way’ medium. It is people having conversations online - It cannot happen in a one-way mediums. i.e. TV, Radio, Newspapers, etc



CULTURE OR GEOGRAPHICAL?

It is my personal belief that Social Media, its trends, the issues it faces and the contents of this presentation are relevant EVERYWHERE.

The only difference is WHEN, not ‘if ’ it will happen in your country, local area, age demographic or language.

*Most facts in this presentation are US/Western based



TIMELINE OF SOCIAL MEDIA

Google +2011



SOCIAL MEDIA IN GENERAL• What took so long?

• Social Media lives and breathes with the Internet• Computers were expensive, large, uncommon

• Netbooks are now <US$250 retail price• Online Social activities (chat) were for geeks and nerds• Was only for the young (universities drove growth of Internet)• The iPad is almost 1.5 yo (3/10), the iPhone - just over 4yo (6/07), Galaxy Tab is now 1yo (9/10)• What will come next? iPhone5 this week? iPad3? Samsung?

• In 2007 Time reported that Social Media overtook Porn as the #1 most popular activity on the Internet



SOME AMAZING FACTS• In 2008, 1 out of 8 couples who married met via Social Media - 2011 is (?)1 in 5

• If Facebook were a country it would be the 3rd largest in the world after China (1.33b) and India (1.21b) - now with more than 750 million users (July 2011)

• The fastest growing segment on Facebook is 55-65 year old females

• 95% of companies used LinkedIn as a tool to find/check-out employees

• Generation Y and Z consider e-mail passé…In 2009 Boston College stopped distributing e-mail addresses to incoming freshmen

• More than 80% of Twitter usage is from outside of Twitter - 40% using apps and 40% using mobile devices• More than 1.5 million pieces of content are added to Facebook - daily

• There are over 200 million blogs

• YouTube has over 100 million videos (1.2b streams per day [2009].. now?)



TIME TO REACH 50 MILLION USERS

Radio - 38 yearsTV - 13 years

Internet - 4 yearsiPod - 3 years

Facebook - 100million users in 9 months and 200million 8 months lateriPhone Apps - 1billion in 9 monthsGoogle+ - 25 million in 6 weeks (est. 6 months to reach 100 million [Beta Launched end of June, figures as of mid-Aug]



SOCIAL MEDIA SECURITYThe emergence of social media and proliferation of mobile devices have provided new avenues for malware and different forms of cyber attacks, a new report from an Internet security firm has found.

The findings were contained in Symantec’s Internet Security Threat Report, Volume 16, which showed a massive threat volume of more than 286 million new threats last year, accompanied by several new megatrends in the threat landscape.

A large spam attack hit Facebook in the last week ‘ LIKE Spam’ - now referred to as ‘LikeJacking’ - mostly annoyance but could be a serious threat depending on the information they can access.

A massive attack could have a profound impact on the network infrastructure of ISPs, IXs and so on. Think of a Social Media platform with an ‘app’ getting hacked and having hundreds of millions of PC’s participate in an attack... ? ouch. Think of half a billion phones attacking?



SOCIAL MEDIA IN A CRISISJapan• Disseminating news• Capturing news - unprecedented eyewitness videos• Skype, Twitter, Facebook and Mixi used to tell their whereabouts and status• Within 1 hour of the earthquake 1,200 tweets per minute were from Tokyo• By the end of the day, 240,000 tweets had the hashtag #earthquakeinjapan• In 1 day, 4.5 million people changed their status on Facebook to include: Earthquake, Japan or Tsunami• Google setup “Person Finder” web app - over 620,000 records

• Mayor Katsunobu Sakurai of Minami Soma Cityplead for help on YouTube. As of April 10 the video has been watched 330,000 times



AFFECTING POLITICAL CHANGETunisia• Citizens discovered the revolution via Social Media• They informed one another of updates, meetings, rally points, etc• They mobilised using Social Media - co-ordinated• SMS (Text Messages) and Twitter the most used• Al Jazeera recognised the coming revolution by reading blogs, following tweets and other social media avenues

“I am certain its (the revolution’s) success is entirely correlated to the ubiquity of the mobile phone and the Internet,” blogged Aly-Khan Saatchu, an investments banker based in Nairobi.• Egypt, Lybia, Syria, China (tried to - but authorities were ready!) Others will come•



SOCIAL MEDIA ON MOBILES• Social Media did not really exist on early mobile phones

• Early phones did not have the ‘app’ capabilities - or were too weak• Small screens, low-res graphics, pre-color• WAP didn’t cut it - not media rich enough, transactional

• Smart Phones are the #1 reason for the growth• Provided the ability for Apps• Hi-res graphics• Real Internet connection

• New Tablets will enable richer content creation while on the move

• Mobile Providers using free traffic to SM as incentives

• Will video ever be popular? TV, Video Calls, Skype, Facetime, etc... weak uptake

From Low-End Basic Phones... ...to Feature Phones... ...to High-End Smartphones



SOCIAL MEDIA ON MOBILES• Mobile networks changing - 4G.... what’s next?

• How fast do we need? What will it give us?• Social Media appliances - YouTube cameras, Flip, etc• Mobile doesn’t have to be live - feature for later download

• Cheaper smart phones will accelerate demand in many Asian countries• If a cheap handset appeared - hundreds of millions would start using Social Media online in a very short period of time (update to this)

• Would the Telco’s actually be ready for that number of people?• Handset subsidies could help - Telco or Vendor - contracts a problem in Asia

• Android is assisting the take up of smart phones - free to manufacturers and developers.



PSYCHOLOGY OF SOCIAL MEDIA We’re desperate to communicate - always have been, always will be We’re social creatures by nature - age, race, social demographics don’t matter anymore

Classic media is ‘one-way’ - TV will change, radio will change - maybe movies will change? Socially Influenced TV? Many shows showing #hashtag for social interaction between viewers?

I’ve seen interesting examples of social media TV in Hong Kong

Advertisers are desperate to be relevant - but are terrified of consumers who talk back

I have something to say and I WILL be heard

We are starting to tolerate deception by advertising much less - tell me the truth

Social Activism - Online tsunami can mean an offline response

More about the mind and less about the physical - Social Media is removing classic barriers of beauty, fashion, age and sex - which is why online dating is so popular - get to know before physical judgement

Millennials (born 1999>) are now 11-12 years old - they LIVE and breathe Social Media - 96% Social Media will target younger and young... remember Tamagotchi.. today 76million



SOCIAL MEDIA & PEERING• Why Peer?

• Free (?) Traffic• A significant amount of consumer ISP’s transit is Social related

• Video/Skype• Photo’s

• Faster than transit (you hope)• Allows for marketing uses - engineering assisting in economics

• Quickly respond to peering demands• G+ was massive in weeks... but what is next?• Social Media bursts and attacks - who is growing today?• iCloud. What will it be able to do... will you be ready?



FUTURE OF SOCIAL MEDIA Smaller, Cheaper Netbooks, Smarter Phones, Tablet revolution, Combo devices (Phone,

Smart Phone, Game Console in one) will create a richer experience with more creative implementations

What is a smart ‘device’? A watch, jewellery, accessories and even clothing will become smart - what will be the next big thing?

Consumers will dominate - the importance of advertising will fade - that my friends, friends friends friends like it will be good enough for me!

What is next? Microsoft has to enter the SM war (Skype?)

Social Media will become war of the retailers vs consumers - ‘you suck!’ ‘no I don’t!’

A new role for small business - Reputation Managers. Social Media will separate from advertising and Marketing. Do I hear a CSO (Chief Social Officer) position coming?

Social Incentives (Bribery) will explode - ala FourSquare - COME TO ME INSTEAD!

Social Media will create a richer, tailored ‘off-line’ experience

Social Media specific devices? Facebook Phone? TwitterPager? Exclusive features?



INFINITE MONKEY THEOREMA million monkeys hitting keys at random on a typewriter for an infinite period will eventually produce the entire works of shakespeare.

The Internet has proven this wrong!Social Media is proving it wrong every second



THANK YOU



CONNECT WITH MEEmail~ [email protected]~ www.eintellego.asiaCell~ +614 14 753 383Facebook~ facebook.com/skeeve - [email protected]~ skeeveLinkedIn~ linkedin.com/in/skeeveFourSquare~ “Skeeve Stevens”Twitter~ @skeevestevens @eintellego @networkceoauCEO Blog~ www.network-ceo.netBBM~ 22BAB5C6Real World~ PO BOX 7726, Baulkham Hills, NSW, 1755 Australia

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Social Media Trends and the Network