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Bucharest
18 September 2009
Social Net-working
Sharifah [email protected] Principal AnalystTelecoms Europe
In collaboration with …
PRIVATE AND CONFIDENTIAL
2
FS ICT WEBSTOCK PRESENTATION
1-2-3
Social Networks – it’s all grey matter
Next wave of social networks @ work
Analytics – big brother is here to stay
In collaboration with …
PRIVATE AND CONFIDENTIAL
3
FS ICT WEBSTOCK PRESENTATION
We’ve heard about the good and evil of social media but...
life is not a dichotomy, it is an evolution
In collaboration with …
PRIVATE AND CONFIDENTIAL
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FS ICT WEBSTOCK PRESENTATION
Fad’ing out – there’s no loyalty in social networks
MySpace – acquired by NewsCorp in 2006 - valued at $580 million
AOL bought Bebo for $850 million
Demographic moving on pre-ROI! e.g. Friends Reunited 2005 = $170 million; 2009 = $25 million
Additional significant investment evolution of social networking
Proliferation of social networking
connect, collaborate, and share ?
In collaboration with …
PRIVATE AND CONFIDENTIAL
5
FS ICT WEBSTOCK PRESENTATION
1-2-3
Social Networks – it’s all grey matter
Next wave of social networks @ work
Analytics – big brother is here to stay
In collaboration with …
PRIVATE AND CONFIDENTIAL
6
FS ICT WEBSTOCK PRESENTATION
The Evolution of Enterprise Social Networking
As the Consumer Web 2.0 World Immerses Itself into the Enterprise…
Enterprise 2.0 Has Emerged as the Next Wave of Employee Productivity
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PRIVATE AND CONFIDENTIAL
7
FS ICT WEBSTOCK PRESENTATION
Anticipated Change in Organization’s Future Use of Social Networking
30%
28%
2%
15%
22%
29%
28%
3%
17%
30%
36%
23%
2%
1%
8%
23%
28%
30%
1%
1%
16%
1%
24%
1%
0% 10% 20% 30% 40% 50%
Significantly Increase Use Compared to the Last 12Months (>25%)
Somewhat Increase Use Compared to the Last 12Months (1%-25%)
Usage Will Remain About the Same
Somewhat Decrease Use Compared to the Last 12Months
Significantly Decrease Use Compared to the Last 12Months
Don’t Know
Total Sample (N=1439) Large Enterprise (N=607) Medium Enterprise (N=270) Small Enterprise (N=562)
Source: Frost & SullivanQ16. Thinking about the next 12 months, how do you anticipate your organization’s overall usage of social networking will change?
Businesses of All Sizes Are Moving Forward with Investments
/ Indicates significantly higher/lower than comparison group at the 95% level.
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PRIVATE AND CONFIDENTIAL
8
FS ICT WEBSTOCK PRESENTATION
Source: Frost & SullivanQ20. What overall trend do you foresee for social networking at your company over the next 12 months?
Most Enterprises Do Find Consistent Value
Trends in the Future of Social Networking
10%
8%
46%
28%
8%
9%
7%
48%
29%
7%
10%
11%
42%
29%
9%
10%
8%
45%
26%
10%
0% 20% 40% 60%
Discontinuation of SocialNetworking
Programs/Efforts
Diminishing Value to theCompany
Stable Value to theCompany
Moderately Rising Value tothe Company
Substantially Rising Valueto the Company
Total Sample (N=1439) Large Enterprise (N=607) Medium Enterprise (N=270) Small Enterprise (N=562)
In collaboration with …
PRIVATE AND CONFIDENTIAL
9
FS ICT WEBSTOCK PRESENTATION
1-2-3
Social Networks – it’s all grey matter
Next wave of social networks @ work
Analytics – big brother is here to stay
In collaboration with …
PRIVATE AND CONFIDENTIAL
Making sense of noise…
Social persuasion makes us tick
- six degrees of separation…
10
FS ICT WEBSTOCK PRESENTATION
• Influencers, prince & farmer’s daughter identifiers, human capital management (no more deadweights)
• Next wave of marketing will be based on some degree of Social Network Analysis
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PRIVATE AND CONFIDENTIAL
How many of us are actually influencers?
GSM Operator 1
(6.2m)
GSM Operator 2
(40m)
Finance(10m)
Retail(1.5m)
Social network coverage 95% 93% 45% 55%
% of opinion leaders
Number of followers of each opinion leader:
Churn 5.5 4 3.5 2.5
Content (VAS) 8.4 4.9 -- --
Product/Service 8.25 5 3.25 5.25
In collaboration with …
PRIVATE AND CONFIDENTIAL
How many of us are actually influencers?
GSM Operator 1
(6.2m)
GSM Operator 2
(40m)
Finance(10m)
Retail(1.5m)
Social network coverage 95% 93% 45% 55%
% of opinion leaders 9.28% 8.7% 12% 8%
Number of followers of each opinion leader:
Churn 5.5 4 3.5 2.5
Content (VAS) 8.4 4.9 -- --
Product/Service 8.25 5 3.25 5.25
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PRIVATE AND CONFIDENTIAL
Results
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Total
Total downloads 98 224 316 429 704 546 655 643 3725
Penetration rate 3.7 %
Opinion leader uptake 78 142 115 83 61 34 27 30 570
Opinion leader uptake % 7%
Follower Uptake 20 82 201 346 643 622 628 613 3155
Social Viral Gain 0.3 0.6 1.7 4.2 10.5 18.3 23.3 20.4 5.5
1313
The proof is in the pudding?!
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PRIVATE AND CONFIDENTIAL
Results analysis
14
Meaning that the chances of a customer to download is 5.2 times higher if he has a friend that downloaded it.
X5.2
Influence Factor = 5.2
Meaning that every influencer made another 5.5 customer download (compare to 0.23 in none influencers)
<1.23
Influencer Viral Factor = 5.5
Meaning that the chances of a customer, who is in the top 10% inbound influence group, to download, is 17 times higher if he has a friend that downloaded it
X17
Top 10% inbound influence factor = 17
Meaning that it will take 1.33 to spread
Viral Speed = 1.33
Social networks are wide and rapid
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PRIVATE AND CONFIDENTIAL
ANALYTICS
ASS-U-ME
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FS ICT WEBSTOCK PRESENTATION
The bottom-line of Social Networks
Behavioural Intelligence
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PRIVATE AND CONFIDENTIAL
Remember....
The whole ‘world’ is watching YOU
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FS ICT WEBSTOCK PRESENTATION