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Network Effects, Social Media, Facebook

Network Effects, Social Media, Facebook. CIS 2200 Kannan Mohan Department of CIS Zicklin School of Business, Baruch College. Learning Objectives. What are network effects? How do they relate to social media?

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Network Effects, Social Media, Facebook

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  1. Network Effects, Social Media, Facebook CIS 2200 Kannan Mohan Department of CIS Zicklin School of Business, Baruch College

  2. Learning Objectives • What are network effects? • How do they relate to social media? • What are the different technologies, tools, terminologies associated with social media and Web 2.0? • What are some factors to keep in mind when attempting to leverage social media?

  3. Network Effects • What are its impacts? • What drives network effects? • How do you leverage this? • How is this related to…? • Switching costs • Total cost of ownership • Long term business viability • Complementary benefits • Platforms

  4. Competing Considering Network Effects

  5. Competition and Network Effects • Early mover (eBay) • Viral Promotion (Skype) • Consider a Blue Ocean strategy (Wii) • Alliances and Partnerships (NYCE) • Backward Compatibility • Think about Osborne effect • Congestion effects

  6. Standards and Network Effects • Apple iOS vs. Android • Fragmented Standards • Challenges?

  7. Network Structure • One-sided market vs. two-sided market • Instant messaging vs. video games • Examples?

  8. Social Media • Peer Production • Collaborative consumption (Zipcar) • Sharing economy • Social Media Tools • Blogs • Wikis • Microblogs

  9. Social Media and Marketing • Owned Media • Paid Media • Earned Media (unsolicited positives) • Inbound Marketing (Old Spice Man?)

  10. Blogs, Wikis, Microblogs • The story of “A Million Penguins” • How do you establish control? • The power of Wikipedia • Information overload • Managing knowledge

  11. Crowdsourcing • Quality control? (Wikipedia vs. Encyclopedia Britannica) • Nature of the crowd • Platforms for crowdsourcing (Innocentive)

  12. Other Web 2.0 terms • RSS • Folksonomies • Mashups • Augmented reality

  13. Facebook • Hunt vs. hike • Dark web • Social graph • Learning from mistakes (Beacon) – opt-in vs. opt-out • Privacy missteps • Content adjancency

  14. Learning Objectives • What are network effects? • How do they relate to social media? • What are the different technologies, tools, terminologies associated with social media and Web 2.0? • What are some factors to keep in mind when attempting to leverage social media?

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