Post on 12-Apr-2017
Social Media: Economics and business model
Christophe Benavent Universit Paris Ouest
An
overview
with
a chinese
Flavor
Honeycoomb
model
which
function?
Which
Usage?
(UM wave)
But also
Collaborative plateform: AirBnb, Blablacar, ..
Digital Labor plateform: Kaggle, Mechanical Turck
Soft and Data Platform: Github
Crowdsourcing PlatformQuirly,
Marketplaces PlatformEbay, le bon coin
Platform Economics
Network and standard externalities
Long tail and the miscellaneous economics
Multiside Markets: Tirole contribution
Matching Markets: dating in India
Crowdsourcingor digital labor and UGC
Reputation systems: trust trust trust=> How to manage?Influencing behaviors to favour a global response: gouvermentality
Marketing: Nudges and Policies
Network and standard externality
Size of the market is the value
Switching cost lock markets
Long tail
Mutiside markets
PlatformsUsersAdvertisers
Ad companiesAudience measurement
Content Advertising
Tirole: benefit could be maximized even the price on one side is lower than marginal cost:
The matching market problem
Dating, Job, real estate, Schooling, Kidney, .
Crowd sourcing: play and work (gratification but no pay)
Reputation
markets
An evolutive model of MSP ( ali baba case)
Gouvernementality
Influencing individual conduct to produce a populationnal feature (ie: style of driving for road security)Algorithmsearch and recommendation engine, notification and dashboard, recognition engine,..
Policies: rules and enforcement
Motivational devices:Gamification
Nudges
Business models
Advertising
Fee
Subscription
Freemium
Affiliation
Data
Advertising model
Subcription model
Freemium
Commission model
Mainly for market place
Who pay?
How to divide?
How optimized?
Virtual Goods Model
Fashionable in 2011.. a big stuff in asia, renewall through virtual reality
Winner take all?
Affiliation model
Payment and virtual currencies
Data and API
Newcomers
Competitive issue
Multihoming