Social Media Evolution - Columbia Business SchoolSocial Media Evolution • Digital communication...
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Transcript of Social Media Evolution - Columbia Business SchoolSocial Media Evolution • Digital communication...
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Social Media Evolution
• Digital communication media hardly know place, especially social networking-based media.
• “Social networking” = social graph + apps.
• Most innovation happening at the app. level.
• Social media apps. are a big part of this.
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definingcommunity
where you livewhere you work
where you go
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People want to know more about where they are...
...but how do they find out?
...get relevant information from trusted sources?
...and share it with their friends?
What happened here?
Where should we go now?
Where can I get skinny jeans?
Joe’s coffee. Rules.
A Local Problem
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People find, share, and discuss places using virtual Sticky Notes - containing text, images, audio, or video.
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• Channels are groups of Sticky Notes based on brands or topics that users can subscribe and contribute to.
• Channel content can be user-generated, editorial or any combination of the two.
Project RunwayGuide to NY
Aggregate Interact
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How it Works
Editorial Content
User-Generated Content
Marketing & Promotions
RELEVANCEFILTERS
LocationInterest
Social NetworkTime
SOCIALIGHT
PLATFORM
+
WAP, Java, SMS
Web
*API
Case study: Late London
• Targeted at the 500k young people out every Saturday night in Central London.
• Text LATE to 88811 to find cool late-night bars and clubs that are open around you.
• Solves the ‘11pm problem’: what do do after the pubs close.
• Combines user-generatedand editorial content.
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Case study: Project Runway Guide to New York
• Project Runway is the top show on NBC property, Bravo Television.
• Judges Heidi Klum and Tim Gunn, along with current and past contestants of the fashion-focused reality show, create Sticky Notes covering New York City, complete with insider information.
• Fans text SEW to BRAVO (27286) to join the Socialight Channel and access local tips.
• Promoted via on-air, outdoor, and web.
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trust ! relevance
location ! relevance
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2007
2008
2009
2010
2011
2012
$371 $742 $1,113 $1,484
$999
$622
$372
$181
$90
$30
US Mobile Search Advertising Spending
Source: Emarketer, 2008 (Millions of Dollars)
Real growth emerges as more capable devices and packages spur usage
Initial building & experimentation phase
Socialight Mobile
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TO: 88811
MSG: LATE
SMS WAP Application
Soci
alig
ht W
eb
Thank you.
Contact:
mobile: +1 917 494 5856skype: melinger
socialight: dan
36 East 12th StreetNew York, NY 10003
Visit:
mobile: web:video:
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blip.tv/file/218742/
socialight.com
m.socialight.com
