Internet Management / Social
Networking
Sharif Hanif - Yusuf Mohamed
25.09.2013
Internet Management - Social Networking
Content
– Global Internet Growth
– Social Media and Social Networks Growth
– Top 10 Social Media Providers, Success Stories
– Social Networks Trends, Interactions
– Value Chain of the Internet and Media Industry
– Business Models of Internet, Core Assets, Revenue
– Web 2.0 Interactivity, Customer Relationships & Trends
Internet Management - Social Networking
Objectives
After presentation you will be able to answer
questions regarding.
– Today's Global Internet Growth
– Characteristics of Internet and Social Media, Networks
– Internet Social Networks Value Chain
– Internet Business Model
– Social Media Interactions, Success Stories and Usages
– Challenges in Social Media
Global Internet Growth
[1] Global Internet Growth
Social Media and Social Networks Growth
Internet is still in a
dynamic growth
phase.
“Large number of small
businesses on the
internet media market
are so-called specialinterest-providers”.
Wirtz
“As the world continues to embrace social media the ways we use the
social networks are becoming more clearer.” (Business 2
Community) - 2013
[2] Social Media Growth
51 percent of the world’s internet users were active on Facebook in the first
quarter of 2013 according to GlobalWebIndex.
[3] Social Media growth
Value Chain of the Internet and Media Industry
Procurement
of online
content
Key tasks:
-Generation of
content services
Providers
-Traditional content
providers such as
news agencies,
papers
-Music publication,
-TV stations
Creation of
online content
Packaging of
content,
services
Technical
production
Distribu
tion
Recipi
ents
-Production of input
- Aggregation and
bundling of
content/services
-Programming of
the websites
- Content
distribution via
internet
-Editorial
departments
-Editorial
departments
-Graphic artists,
programmers, web
designers
- Web-hosting
services providers
See: Internet specific value Chain
[5] Value Chain of the Internet media industry
Core Assets of Internet
Employees
Content generated by
employees constitutes the
central core of the service
Brand
Promotes trust and reliability in
internet marketplace
Networks
Important at each stage of value
chain (content syndication)
Customer Base
the range of customer base has
a positive effect on customer
loyalty
4C Business Model of Internet
Content
Commerce
-
-
Collecting
Selecting
Packaging
Printing (web authoring)
Content Delivery
Initiation
Negotiation
Business Transactions
Delivery / Fulfillment
Context
Connection
- Collecting
- Systemizing (classifying)
- Delivery
- Creating to possibility to
share or exchange information
Revenue Scheme of the Internet Business
Direct Revenue
Indirect Revenue
•Based on each
Transaction
•Pay per view, Time
usage
•Commissions
•Banner Advertising
•Data mining
revenues
•Independent of
Transaction
•Setup fees, Basic
fees
•Banner Advertising
Cost and procurement model
Internet Business Model
Production of goods and services
News
Agencies
e.g.
AFP, BBC,
Reuters
Range of services
Communication of
content
Absorption of
content
Collection,
Selection,
Packaging,
Web authoring
Presentation
Content Delivery
Content
- Individualized content
- Public interest content
- Special interest content
Editorial creation of
own content
Coordination of
external
communication
Administration of
the
communication
services
User Interaction
Connection
-Discussion forums
- Recommandation services
Integrated offer of products and services
Gratification of
content
Internet
Community
Revenue and distribution model
Recipient
Distribution
License fees
License rights
Publishers,
more
buyers
Offer of advertising
cooperation
Advertising space
- Banner Advertisement
Advertising
customers
e.g.
Stockmann
Transfer of the
advertising content
Management of
advertising
cooperation
Positioning /
integration
Adverstising
revenues
Target group
contacts
Advertising
customers
e.g.
Stockmann
Modified from Wirtz by
Sharif Hanif
Web 2.0 characteristics
•
•
•
•
Allows user participation and interactivity
Users often share the needs and preferences
Higher identification potential for companies
Differentiation through gathered intelligence leads to
higher customer loyalty
Web 2.0 Analysis
• Social networking (later developments)
• Specialized UGC
- YouTube for video, Flickr for photos
• Topic or Theme Based
– Dogster.com for dogs, Catster.com for cats, javaranch.com for java developers
• Content Based
– Discussion forums where user could post comments and rate the content. reddit.com
• PGC
– Branded channels on YouTube like Vevo
Media Companies adopt Web 2.0
• TMC began experimenting with core SN features
– By inserting / adopting core SN features into their existing
online assets
– By actively placing their content on mainstream SN sites
such as YouTube and MySpace
Core Social Networking Features
•
•
•
•
•
•
Profiles
Connect with others
Share content
Provide feedback
Community Action
Real Name Networks
Social Network Greets TMC
• SN sites switched focus from UGC to PGC
– By adopting PGC to existing online assets
– By encouraging TMC to add social features to their existing
content (such as like, vote, comment, share buttons)
And the social media is born
– When these two market forces fused core SN
features with TM content: the ”social media”
is born.
– Social media is not simply a form of social oriented online
media. It neither exists only as social networking sites.
– But it is the combination of both
Social Networks Trends, Interactions
Social Media (-interactive –online –
socializing, specializing, atracting)
– Day Bases (conversations, text, video)
– World Wide (dynamically changing)
• Twitter, Facebook, Instagram,
Pinterest, YouTube, Google+ etc. gain
huge popularity around the globe,
increasing.
– Offers huge possibility of interactions,
content, opportunities & space.
Oracle – 2013 survey high lights:
Participants 900 marketing and technology executives from around the globe.
- Shows that, 97 percent see becoming a socially enabled enterprise as a top priority.
- Shows that, 60 percent of respondents plan to integrate social business metrics into their customer care initiatives in the next year.
Social Networking Sites, Personalization's
Facebook
https://www.facebook.com/
• Facebook is a social utility that connects people with friends and others who work,
study and live around them. People use Facebook to keep up with friends.
YouTube
www.youtube.com/
• Share your videos with friends, family, and the world.
Google+
plus.google.com/
• Google+ aims to make sharing on the web more like sharing in real
life. Check out Circles, Events and Hangouts, just a few of the things we've been
working on.
Social Networking Sites, Personalization's
Pinterest
https://www.pinterest.com/
• Pinterest is where you go to discover new things and collect stuff you love. If you
find something online you want to build, cook, buy or do, just Pin It to your board
Instagram
instagram.com/
• Capture and Share the World's Moments. Instagram is a fast, beautiful and
fun way to share your life with friends and family. Take a picture or video, choose
Twitter
https://twitter.com/
• Instantly connect to what's most important to you. Follow your friends, experts,
favorite celebrities, and breaking news.
Social Media outlook
• Today
–All SN users are
social media
users
–Social media is
now granted
(Obama campaign)
• Tomorrow
• Rate of growth
is slowing
down
• Social media is
growing up
• Moving toward
mobile platform
Internet Management / Social Networking
Sources
[1] http://www.business2community.com/social-media/12-awesome-social-media-facts-statistics-2013-0622265
[2] http://www.internetworldstats.com/stats.htm
[3] http://seobestservices.com/socialmediastats-q1-2013
[4] http://blog.ovrdrv.com/wp-content/uploads/2013/03/social-media-map3.png
[5] Value chain of the interner media industry, Bernd W. Wirtz, (Media and Internet Management, 2011)
[6] Internet and Media Management, Wirtz – 2010
[7] Teachers pdf material
Internet Management / Social Networking
Thanks you