Social Networking

Presented By-Sudeep Dakua-10810061

Udit Gupta-10810065Varun Thirani-10810070

Introduction

• A social networking service is an online service, platform, or site that focuses on building of social networks or social relations among people, who share interests and/or activities.

• A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services.

• Most social network services are web based and provide means for users to interact over the internet, such as e-mail and instant messaging.

History

• Efforts to support social networks via computer-mediated communication were made in many early online services, including Usenet, ARPANET, LISTSERV, and bulletin board services (BBS).

• Social networking on the World Wide Web began in the form of generalized online communities such as Theglobe.com (1995),Geocities (1994) and Tripod.com (1995).

• These early communities focused on bringing people together to interact with each other through chat rooms, and encouraged users to share personal information and ideas via personal web pages.

• Facebook, launched in 2004, has since then become the largest social networking site in the world.

Typical Structure

Basics• Users create profiles containing various information about themselves like

uploading pictures of themselves to their profiles, post blog entries for others to read and search for other users with similar interests. In addition, user profiles often have a section dedicated to comments from friends and other users.

• In recent years, it has also become common for a wide variety of organizations to create profiles to advertise products and services.

Additional Features• Some social networks have additional features, such as the ability to create

groups that share common interests or affiliations, upload or stream live videos, and hold discussions in forums

• Lately, mobile social networking has become popular. In most mobile communities, mobile phone users can now create their own profiles, make friends, participate in chat rooms, create chat rooms, share photos, videos and blogs by using their mobile phone.

Issues

Privacy• On large social networking services, there have been growing

concerns about users giving out too much personal information.• In addition, there is a perceived privacy threat in relation to

placing too much personal information in the hands of large corporations or governmental bodies, allowing a profile to be produced on an individual's behaviour on which decisions, detrimental to an individual, may be taken.

• Furthermore, there is an issue over the control of data—information that was altered or removed by the user may in fact be retained and/or passed to 3rd parties who may use them for spamming purposes.

Notifications on websites• There has been a trend for social networking sites to send out

only 'positive' notifications to users. For example sites such as Bebo, Facebook, and Myspace will not send notifications to users when they are removed from a person's friends list

• This allows users to clear undesirables from their list extremely easily and often without confrontation since a user will rarely notice if one person disappears from their friends list.

Access to information• Many social networking services, such as Facebook,

provide the user with a choice of who can view their profile. This prevents unauthorized user(s) from accessing their information. Teens try to create a structural barrier between their private life and their parents.

• To edit information on a certain social networking service account, the social networking sites require you to login or provide a password. This prevents unauthorized user(s) from adding, changing, or removing personal information, pictures, and/or other data.

Potential for misuse• The relative freedom afforded by social networking

services has caused concern regarding the potential of its misuse by individual patrons.

• In October 2006, a fake Myspace profile created in the name of Josh Evans by Lori Janine Drew led to the suicide of Megan Meier.The event incited global concern regarding the use of social networking services for bullying purposes

Use of social network websites in investigations

• Social network services are increasingly being used in legal and criminal investigations.

• Information posted on sites such as MySpace, Orkut and Facebook has been used by police and university officials to prosecute users of said sites.

• In some situations, content posted on MySpace has been used in court to determine an appropriate sentence based on a defendant's attitude.

Areas of Investigation

• Alcohol policy violations• Student government election campaigns• Cyber-bullying• Other investigations

Application Domains

• Government Applicationsi. Social networking is more recently being used by

various government agencies. ii. Social networking tools serve as a quick and easy

way for the government to get the opinion of the public and to keep the public updated on their activity. Examples : Centers for disease control, National Oceanic and Atmospheric Administration, NASA

• Business Applicationsi. The use of social networking services in an enterprise context

presents the potential of having a major impact on the world of business and work

ii. Social networks connect people at low cost; this can be beneficial for entrepreneurs and small businesses looking to expand their contact bases

iii. Customer relationship management tool for companies selling products and services

iv. Companies can also use social networks for advertisingv. Easy to keep in touch with contacts around the worldvi. Brand Networking

• Dating Applicationsi. Many social networks provide an online environment for people to

communicate and exchange personal information for dating purposesii. One time date, short-term relationships, and long-term relationshipsiii. Most of these social networks, just like online dating services, require

users to give out certain pieces of informationiv. People can maintain a degree of anonymity v. Social networks do not necessarily have to be for dating; many users

simply use it for keeping in touch with friends, and colleaguesvi. Online dating sites usually require a fee, where social networks are free

– Massive decrease in revenuevii. Whether its the cost of the services, the variety of users with different

intentions, or any other reason, it is undeniable that social networking sites are quickly becoming the new way to find dates online

• Educational Applicationsi. The National School Boards Association reports that almost

60 percent of students who use social networking talk about education topics online and, surprisingly, more than 50 percent talk specifically about schoolwork.

ii. Schools have stringent rules against nearly all forms of social networking during the school day

iii. Social networks focused on supporting relationships between teachers and their students are now used for learning, educator professional development, and content sharing

iv. Social networks are also emerging as online yearbooks, both public and private

• Medical Applicationsi. Social networks are beginning to be adopted by healthcare professionals

as a means to manage institutional knowledge, disseminate peer to peer knowledge and to highlight individual physicians and institutions

ii. The advantage of using a dedicated medical social networking site is that all the members are screened against the state licensing board list of practitioners

iii. The role of social networks is especially of interest to pharmaceutical companies who spend approximately "32 percent of their marketing dollars" attempting to influence the opinion leaders of social networks

iv. A new trend is emerging with social networks created to help its members suffering from life altering diseases the chance to connect with others dealing with similar issues and research patient data related to their condition

Business Models For Social Networking Sites

Primary Business ModelsDisplay Ads

Virtual Currency

Branding Certain Elements within an Application

Virtual Gifts

•Traditional Monetization business model.•The two major forms of this are CPC(cost per click) and CPA (cost per action or acquisition).

Display Ads

Example of Sponsored Ads

Three Levels of Display Ads

Advertiser• Collects emails

through a quiz or a survey.

Developer• Designs Ads

and coordinates which advertiser to deliver to which developer

Ad Network• Get paid for

essentially distributing their users to the advertisers

Virtual Currency•Virtual Games like Farmville earn $61 million•Zynga, Playfish, Playdom-Combined revenue of $335 million

Source : CrunchBase

To advance in Virtual Games

You Invest

Your TimeYour MoneyAlternative

Method

• Big Brands like Porsche pay applications like “Living Social” for each exposure to the audience.

Branding certain Elements within an Application

Example of“Living Social”App.

Virtual Gifts

•Virtual Gifts surpassed $1 billion for U.S. users alone in 2009•In Southeast Asia countries like Indonesia Virtual gifts works much better than traditional display ads

Source : CrunchBase

Social Networking as a Medium For Business

Branding/Feedback Mechanism

Brand Promotion

Reach Target Customers

Branding/Feedback Mechanism

•Businesses create social communities

•Encourage viral discussions about their products

•Acts like a Feedback mechanism for their

product/service

Brand Promotion

Spread Brand Awareness

Building strong base of Followers

Buzz about new launches

Promoted Feeds

Promoted events

Directing traffic to Websites

Through Ads

Examples • Promoted Feeds

• Promoted Events

Reach Target Customers

• LinkedIn has an edge for its professional networking niche.

• While Facebook can be considered as multi utility site.

• Apple’s Itune partnered with Facebook

Emerging Trends

• Social Networks as tools for recruiting new talent

• Campaigning• Used to learn more about new technologies

and competitors• Mobile Social Networking

Thank You!!!