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Social Networking Fundamentals

Presented at Geneva Summit <br>October 2008

ayeletb
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Social Networking Fundamentals

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  1. Social Networking Ayelet Baron Cisco Leadership Fellow, NetHope Director, Business Development, Emerging Markets, Cisco Http://twitter.com/ayeletb October 2008

  2. Social media is people sharing information, having conversations and connecting online

  3. 11,200,000+ articles

  4. 55% Uploaded photos

  5. 200,000,000 blogs 73% of active online users have read a blog 45% have started their own blog Universal McCann Comparative Study on Social Media Trends April 2008

  6. Twitter (microblogging): users publish update under 140-character limit 1,000,000 users per month 200,000 users posting about 3 million messages per day

  7. 57% Joined a social networking site

  8. Creating Unique Global Insight Australia Austria Brazil Canada China Czech Republic France Denmark Germany Greece Hong Kong Hungary India Italy Japan Mexico Netherlands Pakistan Philippines Poland Romania Russia Singapore South Korea Switzerland Spain Taiwan Turkey UK USA 29 markets 17,000respondents Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People

  9. Continual Rise of Social Media: Content Creation Is Mainstream Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People NetHope - Collaborating for Results

  10. Influence Revolution Consumers dictate PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Talk face to face Personal blog Comments on blogs Phone call Social network page Comments on websites Talk face to face Widgets Viral emails Talk to shop worker Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Readers Letters Photo sharing site Wish lists Talk to shop worker Consult a professional Phone in; TV / Radio Chat rooms Ratings on retail sites Readers letters SMS Message boards Reviews on retail sites Phone in; TV / Radio Government, monarchy, religious institutions dictate the agenda Social Bookmarking Price comparison sites Email Professional media dictate Instant Messenger Chat room Social shopping sites

  11. Emerging Markets Lead The Super Influencers Super Influencers by country, share of active users

  12. The Power of Social Networking

  13. Imagine the Base of the Pyramid Using Social Networks

  14. What Not to Do

  15. University of Mary Washington Faculty Academy 2007 CogLogDog Blog 2007

  16. You need more than 140 characters Tweets to fully describe and market yourself Twitter is a Bridge for Online Networking Blog But it works best if you’re referenceable in the Social Media

  17. The Power of Collaboration

  18. There are so many ways to give back by using social media tools – sharing information, having a conversation and creating a network

  19. Twitting for Charity: • Twitter co-founder Biz Stone launched a campaign asking those with Sept. birthdays to accept online donations in leui of gifts this year • Donations for Charity:Water, which builds wells in Ethiopia. • Many did: the site claims to have raised $393,000 since the end of August. Are Twitter Users More Generous than Facebook? Dollars per Click Through Twitter: $4.50 Facebook: $0.29

  20. Beth Kanter Raised $200,000

  21. The Power of Social Networking at Cisco

  22. Four Trends Driving Collaboration • Continuous Connectivity • Virtualization • Service-oriented Architecture • Web 2.0 Technology • Globalization • Scale  Speed • Empowered Employees • Consumer • Green • Employees Increasingly Mobile • Easily Accessible Content Required • Multiple Methods of Reaching People • Devices/Apps are proliferating Business Mobility Content • Current Content • Email, documents • New Content • Wikis, blogs, forums • Video

  23. Organization Enterprise And its All Happening Now! Technology Business Mobility Content Organizations Are Facing Tremendous Challenges

  24. Users Taking Matters into Their Own Hands Office Technology Organization Employee Enterprises Challenged to Keep Pace

  25. Lead and Win Lead and Win Control Control Chaos Chaos Embrace or Fail Embrace or Fail The Role of IT: Synchronization Chaos

  26. So What Does All This Mean? NetHope - Collaborating for Results

  27. Publishing Billions of Thoughts 14 HOURS OF VIDEO UPLOADED EVERY MINUTE 6.6M PHOTOS UPLOADED EVERY DAY 15M REVIEWS

  28. The New Landscape Network of Networks Content Creators Trusting Strangers • Web expanded our networks to include people we don’t know and people we used to know • Digital channels encourage more frequent interaction and make it easier to share influence • Hundreds of millions of us are content creators with billions of opinions online • World’s collective thinking is online and published, a first in history • Wealth of channels • New form of casual influence • Trust recommendation from strangers • Trust in social media channels more than paid-for communications NetHope - Collaborating for Results

  29. Millennials will outnumber Boomers and Gen Xers by 2010 • 80% of Millennials are using social networking sites • They trust their peers more than the ‘establishment’ Social Media Will be the Rule, Not the Exception

  30. The Tools Are Out There … It’s What We Do With Them

  31. This presentation was created thanks to my social network • Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com/ • Using Online Social Networks to Build Buzz, Community & Support for Your Cause, Jonathan Colman, The Nature Conservatory • Universal McCann, When Did We Start Trusting Strangers? Sept. 2008 • Marta Z. Kagan, What the F is Social Media? http://bonafidemarketinggenius.com/ • Http://Slideshare.net • Http://twitter.com • Http://facebook.com • Http://yammer.com • etc.

  32. "In 2008, if you're not on a social networking site, you're not on the Internet." Interactive Advertising Bureau Platform Status Report, April 2008

  33. Goals Research and identify specific tools that can be used in the NGO community Meet and interview key stakeholders in NGO environment, social media experts and key corporate partners like Google, Microsoft, etc. to identify best practices and case studies Create a strategy for NetHope to improve information sharing and community building by leveraging existing tools and introducing new solutions Provide members with options of tools they can use in different scenarios and a proposed implementation plan Expected Outcomes Case studies and best practices members can use Recommendations for a social networking strategy for NetHope Social networking strategy for member organizations with scenarios Playbooks on 3 common areas Social Networking Initiative at NetHope Need collaborators!

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