sharifah amirah

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Bucharest 18 September 2009 Social Net-working Sharifah Amirah [email protected] Principal Analyst Telecoms Europe

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Page 1: Sharifah Amirah

Bucharest

18 September 2009

Social Net-working

Sharifah [email protected] Principal AnalystTelecoms Europe

Page 2: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

2

FS ICT WEBSTOCK PRESENTATION

1-2-3

Social Networks – it’s all grey matter

Next wave of social networks @ work

Analytics – big brother is here to stay

Page 3: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

3

FS ICT WEBSTOCK PRESENTATION

We’ve heard about the good and evil of social media but...

life is not a dichotomy, it is an evolution

Page 4: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

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FS ICT WEBSTOCK PRESENTATION

Fad’ing out – there’s no loyalty in social networks

MySpace – acquired by NewsCorp in 2006 - valued at $580 million

AOL bought Bebo for $850 million

Demographic moving on pre-ROI! e.g. Friends Reunited 2005 = $170 million; 2009 = $25 million

Additional significant investment evolution of social networking

Proliferation of social networking

connect, collaborate, and share ?

Page 5: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

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FS ICT WEBSTOCK PRESENTATION

1-2-3

Social Networks – it’s all grey matter

Next wave of social networks @ work

Analytics – big brother is here to stay

Page 6: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

6

FS ICT WEBSTOCK PRESENTATION

The Evolution of Enterprise Social Networking

 As the Consumer Web 2.0 World Immerses Itself into the Enterprise…

Enterprise 2.0 Has Emerged as the Next Wave of Employee Productivity

Page 7: Sharifah Amirah

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PRIVATE AND CONFIDENTIAL

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FS ICT WEBSTOCK PRESENTATION

Anticipated Change in Organization’s Future Use of Social Networking

30%

28%

2%

15%

22%

29%

28%

3%

17%

30%

36%

23%

2%

1%

8%

23%

28%

30%

1%

1%

16%

1%

24%

1%

0% 10% 20% 30% 40% 50%

Significantly Increase Use Compared to the Last 12Months (>25%)

Somewhat Increase Use Compared to the Last 12Months (1%-25%)

Usage Will Remain About the Same

Somewhat Decrease Use Compared to the Last 12Months

Significantly Decrease Use Compared to the Last 12Months

Don’t Know

Total Sample (N=1439) Large Enterprise (N=607) Medium Enterprise (N=270) Small Enterprise (N=562)

Source: Frost & SullivanQ16. Thinking about the next 12 months, how do you anticipate your organization’s overall usage of social networking will change?

Businesses of All Sizes Are Moving Forward with Investments

/ Indicates significantly higher/lower than comparison group at the 95% level.

Page 8: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

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FS ICT WEBSTOCK PRESENTATION

Source: Frost & SullivanQ20. What overall trend do you foresee for social networking at your company over the next 12 months?

Most Enterprises Do Find Consistent Value

Trends in the Future of Social Networking

10%

8%

46%

28%

8%

9%

7%

48%

29%

7%

10%

11%

42%

29%

9%

10%

8%

45%

26%

10%

0% 20% 40% 60%

Discontinuation of SocialNetworking

Programs/Efforts

Diminishing Value to theCompany

Stable Value to theCompany

Moderately Rising Value tothe Company

Substantially Rising Valueto the Company

Total Sample (N=1439) Large Enterprise (N=607) Medium Enterprise (N=270) Small Enterprise (N=562)

Page 9: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

9

FS ICT WEBSTOCK PRESENTATION

1-2-3

Social Networks – it’s all grey matter

Next wave of social networks @ work

Analytics – big brother is here to stay

Page 10: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

Making sense of noise…

Social persuasion makes us tick

- six degrees of separation…

10

FS ICT WEBSTOCK PRESENTATION

• Influencers, prince & farmer’s daughter identifiers, human capital management (no more deadweights)

• Next wave of marketing will be based on some degree of Social Network Analysis

Page 11: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

How many of us are actually influencers?

GSM Operator 1

(6.2m)

GSM Operator 2

(40m)

Finance(10m)

Retail(1.5m)

Social network coverage 95% 93% 45% 55%

% of opinion leaders

Number of followers of each opinion leader:

Churn 5.5 4 3.5 2.5

Content (VAS) 8.4 4.9 -- --

Product/Service 8.25 5 3.25 5.25

Page 12: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

How many of us are actually influencers?

GSM Operator 1

(6.2m)

GSM Operator 2

(40m)

Finance(10m)

Retail(1.5m)

Social network coverage 95% 93% 45% 55%

% of opinion leaders 9.28% 8.7% 12% 8%

Number of followers of each opinion leader:

Churn 5.5 4 3.5 2.5

Content (VAS) 8.4 4.9 -- --

Product/Service 8.25 5 3.25 5.25

Page 13: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

Results

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Total

Total downloads 98 224 316 429 704 546 655 643 3725

Penetration rate 3.7 %

Opinion leader uptake 78 142 115 83 61 34 27 30 570

Opinion leader uptake %  7%

Follower Uptake 20 82 201 346 643 622 628 613 3155

Social Viral Gain 0.3 0.6 1.7 4.2 10.5 18.3 23.3 20.4 5.5

1313

The proof is in the pudding?!

Page 14: Sharifah Amirah

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PRIVATE AND CONFIDENTIAL

Results analysis

14

Meaning that the chances of a customer to download is 5.2 times higher if he has a friend that downloaded it.

X5.2

Influence Factor = 5.2

Meaning that every influencer made another 5.5 customer download (compare to 0.23 in none influencers)

<1.23

Influencer Viral Factor = 5.5

Meaning that the chances of a customer, who is in the top 10% inbound influence group, to download, is 17 times higher if he has a friend that downloaded it

X17

Top 10% inbound influence factor = 17

Meaning that it will take 1.33 to spread

Viral Speed = 1.33

Social networks are wide and rapid

Page 15: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

ANALYTICS

ASS-U-ME

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FS ICT WEBSTOCK PRESENTATION

The bottom-line of Social Networks

Behavioural Intelligence

Page 16: Sharifah Amirah

In collaboration with …

PRIVATE AND CONFIDENTIAL

Remember....

The whole ‘world’ is watching YOU

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FS ICT WEBSTOCK PRESENTATION