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SOCIAL MEDIA

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by

Steven KEATING

on 8 September 2014

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Transcript of SOCIAL MEDIA

"The Exodus"
Telecomm
Verizon,
Comcast, AT&T,
Sprint, T-Mobile
iMessage
SOCIAL MEDIA ECOSYSTEM
SOCIAL 1.0
Computer
Manufact.
Dell, Compaq,
IBM, HP

Users
(small 1-sided experience)
Data Storage
(small)
Regulator
(FCC, EU)
Telecomm
AT&T
Motorola

SOCIAL NOW
Portals
Yahoo, Netscape,
AOL
Pagers
Motorola
1990 -1999
2010 - 2014
AIM,
Chat rooms,
Email
Users
(large size
2-sided experience)
Data Storage
ANALYSIS
Amazon Web
Services

XLTE cameras, Samsung Gear,

Platforms

Internet
(Dial-up)
Internet
Comacst,
Verizon, COX
(Fiber Optics
& WIFI)
SOCIAL 2.0
Data Storage &
Compression
Amazon Web Services
Regulator
(FCC, EU)
MySpace
LinkedIn
Facebook
YouTube
Internet -Broadband
Verizon,
Comcast, COX,
Devices
Apps
Apple Store,
Android Market
Video
Internet
AOL

Telecomm
AT&T, Cingular
Verizon
Mobile Device Mfg.
(3G)
Verizon, AT&T, Apple, Samsung
2000 - 2009
Growing users
blended
interactive experience
Computer
mfg & Software
Apple iOS, Windows Dell, HP, Lenovo

WhatsApp
SnapChat
Google+
Instagam
LinkedIn
Faster Speeds
(Accepted)
Overpopulation
Consolidation of Players
Software/Hardware Players
Newer Analytics
New Devices
(wearables, glass, watch, SmartTVs, Hologram technology)

Faster Speeds
(Accepted)
Loss of Privacy
Exodus of Users
Consolidation of Players
Collapse of Ad Revenue
Desensitized to Ads/Deval
New Analytics & User tracking
Faster Speeds
(Accepted)
Anonymity/High Privacy
Strict regulations
Exodus of Users
Consolidation of Players
Collapse of Ad Revenue
Newer Analytics
DISRUPTOR
ENABLERS
PLAYERS
CUSTOMERS
"STATUS QUO.0"
Advertisers
Yahoo, Altavista,
Minimal
"HACKER-GATE"
"THE EXODUS"
"BIG BROTHER"
LEGEND
High Regulation
"Status-Quo.O"
"Big Brother"
"Hacker-Gate"
Faster Speeds
(Accepted)
Free Internet
Anonymity
Overpopulation
High Fragmentation
New Revenue Streams
(data tracking, $18B mobile ad spend)
Newer Analytics
New Devices
(wearables, glass, watch, SmartTVs, hologram technology)

Low Regulation
High User-base
Low User-base
DISRUPTOR
ENABLERS
PLAYERS
CUSTOMERS
LEGEND
DISRUPTOR
ENABLERS
PLAYERS
CUSTOMERS
LEGEND
Advertisers
Google, Yahoo, Popups/
Banner Ads
High User Base - Low Regulation
Internet technology and connection speeds continue to accelerate. Similar
to the current market state, with the exception that regulation can fall further, enabling extensive content sharing. Wearable technology creates significantly more user content,. Current social companies consolidate to continue to box out smaller players and maintain their dominance in data acquisition/ad revenue.
Advertisers
Google Analytics, Adwords, Bing

"Status Quo.0"
"Hacker-Gate"
A threat infiltrates social networks
in an attempt to collect data on Americans leading to a decline in perceived privacy. Yet changes in security protocols and government intervention, ultimately prevail, leading to maintenance of current user bases albeit with higher regulation. Data privacy and security companies start to emerge in
the social media sphere.
Regulator
(FCC, EU)

"The Exodus"
With the advent of faster Internet speeds and decreased social media regulation, users are fleeing traditional platforms. More and more users are leaving social media platforms in favor of safer and more private forms of media. Mass media without any form of regulation has caused the widespread misuse and dissemination of customer data and security. Congress and regulators are unable to keep pace with the rate of innovation and application of big data analytics, causing consumer confidence in social media to reach all time low levels. As massive quantities of users are leaving big social media platforms, the advertising technology revenue model as we know it is shifting to other forms of media outlets.
"BIG BROTHER"
The need for speed continues from major telecommunications companies. As social platforms explode, regulations cannot keep up. The government is forced to impose regulations to enable transparency of data collected as users grow concerned over the use of data by social media companies. This causes the user-bases to drastically decrease among certain social media platforms that do not use data ethically. This opens up the opportunity for companies to be more open with how they use the data of their users, and those that cannot react to this change are left without revenue streams.
"Digital Wallet"
Visa
MasterCard
AMEX
Discover

Hardware Mfg.
Apple
Samsung
Google
Amazon

Retailers
Extensive
network of
retailers

User analytics data
App development
team
Computer scientists
Network engineers
GUI designers
Securing partnership
with Digital Wallet
Modify user privacy
agreement
Negotiate revenue
model with card
companies
Empower users with the information collected from Facebook by helping them
visualize
and
improve
the data; ultimately bringing them
more relevant content
in an increasingly digital world.

Shared % of revenue split among key stakeholders including: Facebook (1%), Card Companies (4%)
New analytics team salary costs
Marketing costs
Data storage, security, maintenance costs
Development, QA, network engineering costs
Facebook users
Device owners
Digital Wallet
carriers
Retail shoppers
Retail
Entertainment
Dining
Travel
Business
professionals
Tech savvy
individuals
Facebook users
Privacy concerned
individuals
Convenience
shoppers
Business Canvas
Enterprise:
Strategic Imperative:
Amidst an explosion of social media users and the emergence of new social networks, there is growing concern over privacy and uncertainty over how data is used due to lack of regulation.

To differentiate itself and stop user erosion in light of these unknowns, Facebook will need to become more data transparent and evolve into a platform for “managing your social life”.

Drivers of Change
Faster Speeds - Better Analytics - Privacy Concerns - Improved Devices
Telecomm
Verizon,
Comcast, AT&T,
Sprint, T-Mobile
SOCIAL 3.0
2014 - 2024
Users
Ongoing dialogue between companies, consumers, and devices
Data Storage
GE Holographic
Storage
500GB on 1 disk
Internet
(Dial-up)
Internet
Google Fiber
100x faster than broadband
Free Wifi

Digital Wallets, Smart TVs, iWatch,
Google Glass, Oculus Rift, Next Gen Smartphones

Devices
Platforms

WhatsApp
iMessage
SnapChat
Google+
Instagam
LinkedIn
DISRUPTOR
ENABLERS
PLAYERS
CUSTOMERS
LEGEND
Advertisers
Google Analytics, Adwords, Bing

Regulations
US Online Data
Governance
Policies
What does this mean for users?
Will transparency alleviate privacy concerns?
What does this mean for enterprises?
How will social media platforms react?
Will ads continue to be the primary source of revenue?
How will they present the data to their users?
How will they retain users?

FaceBook
Twitter
Tumblr
A Facebook application in which users directly benefit from the data Facebook collects, providing transparency amidst privacy concerns, fear of the unknown and increased government scrutiny over online data usage.
MyLife empowers users with their own information, presented and organized in a way that helps them manage their social life and brings them more relevant content via opt-ins that increase convenience. MyLife makes Facebook more of a life collaborator and not simply a data collector and disseminator.

ROI Estimate
Implementation Timeline & Resources
Stakeholder Buy-In
& Dev Launch
Build
Network
Architecture
QA Testing
Limited Control
Group Test
Beta
Refinements
Based on Feedback
First Gen MyLife
Rollout
0
2 months
4 months
6 months
8 months
10 months
User analytics data
App development team
Computer scientists
Network engineers
GUI designers
Leverage Existing Resources
for Development
Establish Key Stakeholder Relationships
"Digital Wallet" card processors
Hardware Manufacturers
Extensive network of retailers

Growing privacy concerns result in regulatory agencies mandating
social media companies to be more transparent with data collected
The MyLife app mitigates risks for Facebook associated with more regulation and decreased user involvement as a result of growing privacy concerns
Computer
mfg. & Software
Apple iOS, Windows Dell, HP, Lenovo

Computer
mfg. & Software
Apple iOS, Windows Dell, HP, Lenovo
Full transcript