Lars Trieloff, Product Manager

Creating Value in Social Networking

Day Business & Tech Summit Chicago,

May 2008

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Hello, my name is Lars Trieloff

! Product Manager Collaboration and Digital Asset Management

! With Day since November 2007

! Background:

! Open Source Software Development

! Collaboration Software

! Technical Documentation (DocBook)

! Blogging

! IT Systems Engineering

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Hello, my name is Lars Trieloff

! Product Manager Collaboration and Digital Asset Management

! With Day since November 2007

! Background:

! Open Source Software Development

! Collaboration Software

! Technical Documentation (DocBook)

! Blogging

! IT Systems Engineering

2

Product Management: Department of “not

yet”

Business Week: Beyond Blogs

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$78M Spending on RSS

$64M Spending on Blogs

$63M Spending on Wikis

$39M Spending on Mash-ups

$33M Spending on Podcasting

$29M Spending on Widgets

$149M Spending on Social Networking

$1.8B Spending on Social Media in 2010

1 of 4 US adults is reading blogs

30,000 internal social network users at IBM

140 Twitter: 140 characters or less

$.5M Dell’s revenue generated from twitter

74M Blogs counted by Technorati

4.000 Employees at Sun having a blog

16,000 Wiki users at British Telecom

10,500 Facebook users at British Telecom

20,000 internal social network users at BestBuy

18M Podcast listeners in 2008

170,908 Pages linking to blog techcrunch.com

$1.65B Valuation of Youtube when acquired

$588M Valuation of MySpace when qcquired

$15B Valuation of Facebook (for Microsoft)

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What is social networking?

Facebook

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LinkedIn

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Twitter

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Common Elements

User Profile

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Digital Identity, Home Page or Dashboard

Contacts

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Friends, colleagues, buddies, contacts…

Activity

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Activity Feed for yourself, friends, groups or everyone

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Standard Collaboration

Features

Blogs

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personal publishing, here MySpace

Calendars

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Forums and Discussions

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Chat Rooms

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Image Uploads

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Video Uploads

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Private Messages

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Favorites&Appreciation

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Tagging

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Upcoming Standard Features

Widgets

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Application Platform

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Inter-Network Connections

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What’s in it for me?

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What’s in it for me?

Not too much:

Low CPI in social networks

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Facebook's members appear indifferent even to movie advertising aimed at their demographic. Clickthrough rates, the percentage of time users click on an ad, average 0.04% — just 400 clicks in every 1m views

“

”

There will be no second Facebook

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There will be no second Facebook

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because there are already dozens

There will be no second Facebook

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because there are already dozens

There will be no second Facebook

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because there are already dozens

There will be no second Facebook

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because there are already dozens

There will be no second Facebook

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because there are already dozens

Getting rich with Applications?

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Getting rich with Applications?

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Sorry, most of them flop...

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but...

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but...

you can still generate value!

On the web...

! Intensify and enhance user generated content

! Increase visitor loyalty: I stay where my friends are

!Get new visitors through third party network integration

! Increase page views per visitor

!Reduce spam and abuse through online reputation management

!Roll with the mobile web: 40% of mobile traffic is to social networks

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Behind the firewall...

!Collaboration happens across the org chart

!The org chart does not reflect the social reality

!Social networks with ad-hoc networking

!allow collaboration across departments

!social network analysis becomes possible

!The net generation joining the workforce requires Enterprise 2.0 collaboration

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Do’s and don’t

!Build a new stand-alone social network

!Create viral-only applications

!Require extensive data input from users

!Lock in users and content in your system

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!Leverage existing social networks

!Enhance applications by making them social

!Leverage existing data and content

!Encourage mashups and APIs

Don’t Do

Some words on APIs

! Bad social web applications have no API

! they do not facilitate data sharing, create lock in

! Mediocre social web applications add an API later

! they see an API as something that is granted to third party developers, not to users

! Good social web applications have a complete API

! they understand that APIs can drive adoption and make an application an essential part of web infrastructure

! Superb social web applications are built on top of their own API

! eating your own dogfood makes the API only better and creates more value for user through third-party integration

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you will get more and more active users

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you will get more and more active users

this allows monetization from existing revenue

models

In the future:

Forrester: “Social Networks will be like air”

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In the future:

Forrester: “Social Networks will be like air”

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how do I get it?

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how do I get it?

with Communiqé 5 WCM, DAM and Social Collab

Communiqué DAM

Contains Image and Video uploads, file sharing and conversion

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Communiqué Advanced Collaboration

Contains Blogs, Wikis, Calendaring

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Communiqué 5 WCM

Contains Widgets, OpenSocial (Inter-Network Connections) and Sling

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Communiqué 5 WCM

Contains Widgets, OpenSocial (Inter-Network Connections) and Sling

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Communiqué 5 WCM

Contains Widgets, OpenSocial (Inter-Network Connections) and Sling

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Communiqué SocialCollab

Advanced Collaboration & Collaboration + Social Networking

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Thank you

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Learn more at www.day.comor ask lars.trieloff@day.com