AlexBrownRacing - Recent changes [en]

BUAD884

Alex — Wed, 19 Jun 2013 16:07:01 GMT

/* Readings and background for Class */

Revision as of 16:07, 19 June 2013		Current revision
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	CONTENT: [http://searchenginewatch.com/article/2270206/The-Myth-of-Content-Marketing-the-New-SEO-Penguin-2.0 The Myth of Content Marketing, the New SEO & Penguin 2.0]		CONTENT: [http://searchenginewatch.com/article/2270206/The-Myth-of-Content-Marketing-the-New-SEO-Penguin-2.0 The Myth of Content Marketing, the New SEO & Penguin 2.0]
		+
		+	HUMAN WEB: [http://cluetrain.com/ Cluetrain Manifesto] [http://www.tinhangliu.com/2013/06/05/my-tedx-talk-about-the-human-side-of-the-web/ The Human Side of the Web]


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	Number indicates which week the article is ''most'' relevant.		Number indicates which week the article is ''most'' relevant.
		+
		+	[http://www.bbc.co.uk/news/technology-22961029 Geak Ring and Sensoria socks add to range of wearable tech]
		+
		+	[http://blogs.hbr.org/cs/2013/06/beware_trading_privacy_for_con.html?utm_source=Socialflow&utm_medium=Tweet&utm_campaign=Socialflow Beware Trading Privacy for Convenience]
		+
		+	[http://m.adage.com/article?articleSection=digital&articleSectionName=Digital&articleid=http%3A%2F%2Fadage.com%2Fdigital%2Farticle%3Farticle_id%3D242172 Facebook's Carolyn Everson Talks Mobile, Hashtags and the Ad Cull]
		+
		+	[http://www.youtube.com/watch?v=YLZqiZhTNrY Mark Tatum: Creating the NBA's "Digital Water Cooler"]
		+
		+	[http://business.time.com/2013/06/18/tech-titans-jockey-to-be-the-most-transparent-of-all/?iid=tsmodule NSA Scandal: Tech Titans Jockey to Be the Most Transparent of All]

	[http://www.pcmag.com/article2/0,2817,2420564,00.asp Report: Facebook to Add Vine-Like Video to Instagram]		[http://www.pcmag.com/article2/0,2817,2420564,00.asp Report: Facebook to Add Vine-Like Video to Instagram]

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MaryLOhio — Tue, 18 Jun 2013 16:04:33 GMT

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MaryLOhio — Tue, 18 Jun 2013 16:04:23 GMT

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MaryLOhio — Mon, 17 Jun 2013 22:50:09 GMT

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MaryLOhio — Mon, 17 Jun 2013 22:49:56 GMT

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BUAD884

Alex — Mon, 17 Jun 2013 21:06:43 GMT

/* Readings and background for Class */

Revision as of 21:06, 17 June 2013		Current revision
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	'''Week 3'''		'''Week 3'''

-	[http://www.udel.edu/alex/classes/buad477contentmarketing.html Class Notes: Content Marketing]**	+	CONTENT: [http://www.udel.edu/alex/classes/buad477contentmarketing.html Class Notes: Content Marketing]**

-	[http://www.udel.edu/alex/classes/buad477community.html Class Notes: Community]**	+	COMMUNITY: [http://www.udel.edu/alex/classes/buad477community.html Class Notes: Community]**

-	[http://www.udel.edu/alex/classes/buad477obamagirl.html Obama Girl Notes] **	+	VIRAL: [http://www.udel.edu/alex/classes/buad477obamagirl.html Obama Girl Notes] **

-	[http://www.zehno.com/white_papers/engagement-marketing-revisited-how-to-embrace-the-new-social-media-tools/ Engagement Marketing Revisited: How to Embrace the New Social Media Tools]	+	CONTENT: [http://www.zehno.com/white_papers/engagement-marketing-revisited-how-to-embrace-the-new-social-media-tools/ Engagement Marketing Revisited: How to Embrace the New Social Media Tools]

-	[http://www.youtube.com/watch?v=ajg9Z-8nobQ Social Media for Social Causes: Alex Brown's Passion for the Welfare of Horses]	+	COMMUNITY: [http://www.youtube.com/watch?v=ajg9Z-8nobQ Social Media for Social Causes: Alex Brown's Passion for the Welfare of Horses]

-	[http://brands.nabisco.com/Oreo/Dailytwist/ Oreo's Daily Twist]** [https://twitter.com/Oreo/status/298246571718483968 You Can Still Dunk in the Dark]	+	CONTENT: [http://brands.nabisco.com/Oreo/Dailytwist/ Oreo's Daily Twist]** [https://twitter.com/Oreo/status/298246571718483968 You Can Still Dunk in the Dark]

-	[http://www.fastcompany.com/3008486/oreos-dunk-dark-strategy-and-future-real-time-marketing?utm_source=twitter&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29 Oreo's "Dunk In The Dark" Strategy And The Future Of Real-Time Marketing]	+	CONTENT: [http://www.fastcompany.com/3008486/oreos-dunk-dark-strategy-and-future-real-time-marketing?utm_source=twitter&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29 Oreo's "Dunk In The Dark" Strategy And The Future Of Real-Time Marketing]

-	[http://mashable.com/2012/12/19/red-bull-content-marketing/ How Red Bull Takes Content Marketing to the Extreme] "Red Bull is a publishing empire that also happens to sell a beverage." [https://twitter.com/redbull Red Bull Twitter]	+	CONTENT: [http://mashable.com/2012/12/19/red-bull-content-marketing/ How Red Bull Takes Content Marketing to the Extreme] "Red Bull is a publishing empire that also happens to sell a beverage." [https://twitter.com/redbull Red Bull Twitter]

-	[http://www.youtube.com/watch?v=G1P3r2EsAos Coca-Cola Content 2020 Initiative Strategy Video - Parts I]	+	CONTENT: [http://www.youtube.com/watch?v=G1P3r2EsAos Coca-Cola Content 2020 Initiative Strategy Video - Parts I] [http://www.youtube.com/watch?v=ib-Qiyklq-Q Coca Cola Commercial - I'd Like to Teach the World to Sing (1971)]

-	[https://www.youtube.com/watch?v=wKsoXHYICqU Obama Girl]	+	VIRAL: [https://www.youtube.com/watch?v=wKsoXHYICqU Obama Girl]

-	[http://searchenginewatch.com/article/2270206/The-Myth-of-Content-Marketing-the-New-SEO-Penguin-2.0 The Myth of Content Marketing, the New SEO & Penguin 2.0]	+	VIRAL: [http://www.youtube.com/watch?v=ASO_zypdnsQ PSY Gentleman]
		+
		+	VIRAL: [http://www.huffingtonpost.com/2013/01/23/gangnam-style-youtube_n_2533620.html 'Gangnam Style' Makes Estimated $870,000 From YouTube Alone (CORRECTED)]
		+
		+	CONTENT: [http://searchenginewatch.com/article/2270206/The-Myth-of-Content-Marketing-the-New-SEO-Penguin-2.0 The Myth of Content Marketing, the New SEO & Penguin 2.0]



	'''Week 4'''		'''Week 4'''
		+
		+	OPEN SOURCE: [http://www.catb.org/esr/writings/homesteading/cathedral-bazaar/index.html The Cathedral and the Bazaar] [http://en.wikipedia.org/wiki/Cathedral_and_the_Bazaar Wikipedia: Cathedral and the Bazaar]

	'''Week 5'''		'''Week 5'''
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	Number indicates which week the article is ''most'' relevant.		Number indicates which week the article is ''most'' relevant.
		+
		+	[http://www.pcmag.com/article2/0,2817,2420564,00.asp Report: Facebook to Add Vine-Like Video to Instagram]
		+
		+	[http://www.tinhangliu.com/2013/06/05/my-tedx-talk-about-the-human-side-of-the-web/ The Human Side of the Web]

	[http://mobile.eweek.com/mobile/microsoft-to-take-over-best-buy-computer-sections-with-windows-stores/ Microsoft to Take Over Best Buy Computer Sections With Windows Stores]		[http://mobile.eweek.com/mobile/microsoft-to-take-over-best-buy-computer-sections-with-windows-stores/ Microsoft to Take Over Best Buy Computer Sections With Windows Stores]

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MaryLOhio — Sun, 16 Jun 2013 13:53:37 GMT

deleted "[[Exactly why adult males need to maintain a good skin care regime]]"

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MaryLOhio — Sun, 16 Jun 2013 13:53:28 GMT

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MaryLOhio — Sun, 16 Jun 2013 13:50:58 GMT

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MaryLOhio — Sun, 16 Jun 2013 13:49:07 GMT

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MaryLOhio — Sun, 16 Jun 2013 01:43:27 GMT

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BUAD884

Alex — Sat, 15 Jun 2013 22:19:57 GMT

/* Current Articles */

Revision as of 22:19, 15 June 2013		Current revision
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	[https://www.youtube.com/watch?v=wKsoXHYICqU Obama Girl]		[https://www.youtube.com/watch?v=wKsoXHYICqU Obama Girl]
		+
		+	[http://searchenginewatch.com/article/2270206/The-Myth-of-Content-Marketing-the-New-SEO-Penguin-2.0 The Myth of Content Marketing, the New SEO & Penguin 2.0]


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	Number indicates which week the article is ''most'' relevant.		Number indicates which week the article is ''most'' relevant.
		+
		+	[http://mobile.eweek.com/mobile/microsoft-to-take-over-best-buy-computer-sections-with-windows-stores/ Microsoft to Take Over Best Buy Computer Sections With Windows Stores]
		+
		+	[http://mashable.com/2013/06/15/google-balloons/ Google Launches Balloons to Bring the Internet to Remote Regions]
		+
		+	[http://techcrunch.com/2013/06/13/twitter-opens-up-tweet-performance-analytics-to-all-for-free/ Twitter Opens Up Tweet Performance Analytics To All, For Free]
		+
		+	[http://www.bbc.co.uk/news/technology-22895781 Yahoo files patent for social influence-based advertising]
		+
		+	[http://techcrunch.com/2013/06/13/api-code-could-point-to-facebook-building-an-rss-reader/ API Code Could Point To Facebook Building An RSS Reader]
		+
		+	[http://news.cnet.com/8301-1023_3-57589212-93/facebook-struggles-with-monetizing-search-kills-sponsored-results/ Facebook struggles with monetizing search, kills sponsored results]
		+
		+	[http://www.washingtonpost.com/business/technology/microsoft-office-makes-the-leap-to-ios/2013/06/14/5e9346c6-d4ed-11e2-8cbe-1bcbee06f8f8_story.html Microsoft Office makes the leap to iOS with iPhone app]
		+
		+	[http://www.nbcnews.com/technology/facebook-adds-hashtags-just-twitter-6C10287981 Facebook adds hashtags, just like Twitter]
		+
		+	[http://touch.latimes.com/#section/-1/article/p2p-76257972/ iHeartRadio, Spotify lead user growth as Apple unveils streaming]
		+
		+	[http://adage.com/article/digital/emarketer-desktop-pc-web-advertising-peak-2014/242030/ Mobile Advertising is Cannibalizing Desktop Ad Budgets]

	1: [http://adage.com/article/digital/demand-design-grows-quant-crazy-silicon-valley/241966/ Demand for Beautiful Design Grows in Quant-Crazy Silicon Valley]		1: [http://adage.com/article/digital/demand-design-grows-quant-crazy-silicon-valley/241966/ Demand for Beautiful Design Grows in Quant-Crazy Silicon Valley]

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MaryLOhio — Sat, 15 Jun 2013 20:31:05 GMT

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MaryLOhio — Sat, 15 Jun 2013 20:30:46 GMT

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MaryLOhio — Sat, 15 Jun 2013 20:30:33 GMT

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BUAD884

Alex — Sat, 15 Jun 2013 15:27:47 GMT

Revision as of 15:27, 15 June 2013		Current revision
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	'''Week 3'''		'''Week 3'''
		+
		+	[http://www.udel.edu/alex/classes/buad477contentmarketing.html Class Notes: Content Marketing]**
		+
		+	[http://www.udel.edu/alex/classes/buad477community.html Class Notes: Community]**
		+
		+	[http://www.udel.edu/alex/classes/buad477obamagirl.html Obama Girl Notes] **

	[http://www.zehno.com/white_papers/engagement-marketing-revisited-how-to-embrace-the-new-social-media-tools/ Engagement Marketing Revisited: How to Embrace the New Social Media Tools]		[http://www.zehno.com/white_papers/engagement-marketing-revisited-how-to-embrace-the-new-social-media-tools/ Engagement Marketing Revisited: How to Embrace the New Social Media Tools]

	[http://www.youtube.com/watch?v=ajg9Z-8nobQ Social Media for Social Causes: Alex Brown's Passion for the Welfare of Horses]		[http://www.youtube.com/watch?v=ajg9Z-8nobQ Social Media for Social Causes: Alex Brown's Passion for the Welfare of Horses]
		+
		+	[http://brands.nabisco.com/Oreo/Dailytwist/ Oreo's Daily Twist]** [https://twitter.com/Oreo/status/298246571718483968 You Can Still Dunk in the Dark]
		+
		+	[http://www.fastcompany.com/3008486/oreos-dunk-dark-strategy-and-future-real-time-marketing?utm_source=twitter&utm_medium=feed&utm_campaign=Feed%3A+fastcompany%2Fheadlines+%28Fast+Company%29 Oreo's "Dunk In The Dark" Strategy And The Future Of Real-Time Marketing]
		+
		+	[http://mashable.com/2012/12/19/red-bull-content-marketing/ How Red Bull Takes Content Marketing to the Extreme] "Red Bull is a publishing empire that also happens to sell a beverage." [https://twitter.com/redbull Red Bull Twitter]
		+
		+	[http://www.youtube.com/watch?v=G1P3r2EsAos Coca-Cola Content 2020 Initiative Strategy Video - Parts I]
		+
		+	[https://www.youtube.com/watch?v=wKsoXHYICqU Obama Girl]
		+
		+

	'''Week 4'''		'''Week 4'''
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	==Student Articles==		==Student Articles==
		+
		+	7/1: Jonathan Linard: [http://www.guardian.co.uk/news/datablog/2013/jun/10/social-media-analytics-sentiment-analysis Social media analytics: are we nearly there yet?]
		+
		+	6/26: Michael Molaski: [http://blog.nrf.com/2013/06/13/how-retailers-can-drive-performance-with-video-analytics/ How retailers can drive performance with video analytics]

	6/26: Edwin Brown: [http://inventorspot.com/articles/wearable_social_networks_or_how_dress_access_40320 Wearable Social Networks or How To Dress For Access]		6/26: Edwin Brown: [http://inventorspot.com/articles/wearable_social_networks_or_how_dress_access_40320 Wearable Social Networks or How To Dress For Access]

Social Media

Alex — Wed, 12 Jun 2013 20:52:37 GMT

/* Does Twitter (niche) compete with Facebook (broad) */

Revision as of 20:52, 12 June 2013		Current revision
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	==Social Media Landscape==		==Social Media Landscape==

-	The social media landscape comprises ''broad platforms'', those platforms that attempt to serve all their users' needs, and ''niche platforms'', those that focus on one or two needs of their users. Broad versus niche is not defined by the number of users targeted, but the services provided. Broad platforms focus on the most popular aspects of social media, text, images, video. Niche sites focus on a single aspect, and go deep, without the clutter of other aspects. For example, Facebook allows a status update, the uploading of images and video and so forth. Twitter is a limited (140 character) status update that can link to other media.	+	The social media landscape comprises ''broad platforms'', those platforms that attempt to serve all their users' needs, and ''niche platforms'', those that focus on one or two needs of their users. Broad versus niche is not defined by the number of users targeted, but the services provided. Broad platforms focus on the most popular aspects of social media, text, images, video. Niche sites focus on a single aspect, and go deep, without the clutter of other aspects. For example, Facebook allows a status update, the uploading of images and video and so forth. Twitter is a limited (140 character) status update that can link to other media and provides users a stream of updates from those they follow.

	The social media landscape has evolved as it moves through the product life cycle curve. Each stage of the life cycle, introductory, growth, and maturity, has exhibited different behaviors in the marketplace by the platforms.		The social media landscape has evolved as it moves through the product life cycle curve. Each stage of the life cycle, introductory, growth, and maturity, has exhibited different behaviors in the marketplace by the platforms.
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	'''Friendster''' was the first social media platform that emerged with a strong following (established in 2002). Within 3 months, it had three million users, which meant it dominated the landscape. This was in the early 2000s when social media was a new, niche, medium. There were only about 550 million people on the internet; at Friendster's peak it was able to capture about 13% of internet users (need source). Given there was not great reach for social media at the time, it made Friendster vulnerable to a new competitor, during the introductory stage of the social media life cycle.		'''Friendster''' was the first social media platform that emerged with a strong following (established in 2002). Within 3 months, it had three million users, which meant it dominated the landscape. This was in the early 2000s when social media was a new, niche, medium. There were only about 550 million people on the internet; at Friendster's peak it was able to capture about 13% of internet users (need source). Given there was not great reach for social media at the time, it made Friendster vulnerable to a new competitor, during the introductory stage of the social media life cycle.

-	'''MySpace''' was the next entrant into the marketplace, 2003. It mimicked Friendsters' functionality while adding additional utility. Users could design their own pages, add music and so forth. Because Friendster's lock-in was limited to the number of users it had, and their connections, its lock-in was relatively weak as the market for social media was still in its nascent stage. MySpace was able to attract new users to social media, who had not participated on Friendster, as social media moved into a more aggressive growth stage, while also gaining defectors from Friendster. MySpace became the dominant social media platform experiencing exponential growth between 2005-2008 (numbers??). In 2006 it captured nearly 10% of internet users (source, and need number of internet users). It was also the most visited web-site, eclipsing Google, in 2006.	+	'''MySpace''' was the next successful entrant into the marketplace, 2003. It mimicked Friendsters' functionality while adding additional utility. Users could design their own pages, add music and so forth. Because Friendster's lock-in was limited to the number of users it had, and their connections, its lock-in was relatively weak as the market for social media was still in its nascent stage. MySpace was able to attract new users to social media, who had not participated on Friendster, as social media moved into a more aggressive growth stage, while also gaining defectors from Friendster. MySpace became the dominant social media platform experiencing exponential growth between 2005-2008 (numbers??). In 2006 it captured nearly 10% of internet users (source, and need number of internet users). It was also the most visited web-site, eclipsing Google, in 2006.

-	Despite MySpace's success in dominating the space, the space was still in its growth phase of its product life cycle. In 2006 x% of the population was on the internet, and the percent of those on the internet who were using social media was y%. MySpace also made some errors; there were privacy concerns, security concerns, usability was complicated by the individual designs of users' pages, and the platform hosted many advertisements which was exacerbated by a google deal (details). This created an opportunity for another platform to enter the marketplace and compete with MySpace for dominance, while new users continued to enter the social media landscape during this growth phase. (FACEBOOK DID NOT ENTER AT THIS POINT, THEY ENTERED IN 2003, CONTROLLED ROLL-OUT COMBINED WITH CLEAN INTERFACE, WITHOUT ADS)	+	Despite MySpace's success in dominating the space, the space was still in its early growth phase of its product life cycle. In 2006 x% of the population was on the internet, and the percent of those on the internet who were using social media was y%. MySpace also made some errors; there were privacy concerns, security concerns, usability was complicated by the individual designs of users' pages, and the platform hosted many advertisements which was exacerbated by a google deal (details). This created an opportunity for another platform to compete with MySpace for dominance, while new users continued to enter the social media landscape during this growth phase.

-	'''Facebook''' was that new platform. Facebook started in a very controlled fashion. In 2004 it was only available to its founders' classmates at Harvard. It was then rolled out to similar schools. Then wider, as it became very popular in these limited roll-outs. It had a very clean interface. It was very simple, and its goal was simply to connect people (GET ZUCKERBERG QUOTE, RE: GOAL). New users would join Facebook which had not previously participated in social media (the space was still in the early growth phase) and users which were becoming dissatisfied with MySpace moved to Facebook. In 2008 Facebook became more popular than MySpace, and soon MySpace's user fled in large numbers. Facebook was now the dominant social media platform.	+	'''Facebook''' was that competitor. Facebook started in a very controlled fashion. In 2004 it was only available to its founders' classmates at Harvard. It was then rolled out to similar schools. Then wider, as it became very popular in these limited roll-outs. It had a very clean interface. It was very simple, and its goal was simply to connect people, its business model had yet to include advertisements. (GET ZUCKERBERG QUOTE, RE: GOAL). New users would join Facebook which had not previously participated in social media (the space was still in the early growth phase) and users which were becoming dissatisfied with MySpace moved to Facebook. In 2008 Facebook became more popular than MySpace, and soon MySpace's users fled in large numbers. Facebook was now the dominant social media platform.

	From 2008 to 2011 Facebook was the sole dominant social media platform. During this time the social media landscape grew significantly.		From 2008 to 2011 Facebook was the sole dominant social media platform. During this time the social media landscape grew significantly.
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-	March, 2013, Facebook has 40% of 2.75 billion internet users (source). The percent internet users grew, and the numbers on social media grew overtime. Facebook went from 100 million users in 2008 to a Billion users in 2012, a factor of 10 increase in 4 years. In 2012 17% of consumers PC time on the internet was spent on Facebook, the most popular site on the internet (Nielsen's Social Media Report). Facebook was able to get significant lock-in to its platform during this time. The lock-in is a factor of the number of users on Facebook, the number of friends each user has, time spent on Facebook (engagement), as well as the content each user contributed to their Facebook profile. This lock-in, combined with not doing anything too terribly wrong (as Friendster and MySpace did), has made it difficult to think that another platform can come along and usurp Facebook as the dominant social media platform.	+	March, 2013, Facebook has 40% of 2.75 billion internet users (source). The percent of internet users grew, and the numbers on social media grew overtime. Facebook went from 100 million users in 2008 to a Billion users in 2012, a factor of 10 increase in 4 years. In 2012 17% of consumers PC time on the internet was spent on Facebook, the most popular site on the internet (Nielsen's Social Media Report). Facebook was able to get significant lock-in to its platform during this time. The lock-in is a factor of the number of users on Facebook, the number of friends each user has, time spent on Facebook (engagement), the content each user contributed to their Facebook profile, as well as the learning Facebook was able to do from the data it accrued. This lock-in, combined with not doing anything too terribly wrong (as Friendster and MySpace did), has made it difficult to think that another platform can come along and usurp Facebook as the dominant social media platform.

	MySpace has repositioned itself as a niche platform, with a focus on music and creative arts.		MySpace has repositioned itself as a niche platform, with a focus on music and creative arts.

-	'''Google+''' was launched in 2011 to great fanfare. This was Google's fourth attempt at building a social media platform. Google+ boasts many users (NUMBERS), but the time each user spends on the platform is very small, compared to Facebook (numbers), signaling less engagement. Google+ was not launched at a time that there was a weakness in Facebook, nor was their significant concern from Facebook's users that they wanted something different. Google+ was launched during the maturing phase of the social media life cycle, Facebook had considerable lock-in at this stage.	+	'''Google+''' was launched in 2011 to great fanfare. This was Google's fourth attempt at building a social media platform. Google+ boasts many users (NUMBERS), but the time each user spends on the platform is very small, compared to Facebook (numbers), signaling less engagement. Google+ was not launched at a time that there was a weakness in Facebook, nor was their significant concern from Facebook's users that they wanted something different. Google+ was launched during the maturing phase of the social media life cycle, Facebook had considerable lock-in at this stage. Google+ is able to exists as a social layer for other Google products, justifying its presence without it being the dominant broad platform it may have aspired to be.

	==Niche Platforms==		==Niche Platforms==
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	Pinterest, established in 2010, is a pin-board style platform that allows users to create and manage theme-based image collections. Its early growth was tightly controlled, and remained in early beta form for more than a year. By January 2012 Pinterest had 11.7 million users (Hitwise) and was the fastest web-site to break 10 million users. (EXPLAIN Y, more viral conditions)		Pinterest, established in 2010, is a pin-board style platform that allows users to create and manage theme-based image collections. Its early growth was tightly controlled, and remained in early beta form for more than a year. By January 2012 Pinterest had 11.7 million users (Hitwise) and was the fastest web-site to break 10 million users. (EXPLAIN Y, more viral conditions)
		+
		+	Other niche sites will continue to be launched, some will mature into sustaining sites that coexist within the current framework, some will fizzle. Examples of more recent additions, that have generated significant buzz include Snapchat and Vine (recently purchased by Twitter). These sites are attractive to a young audience, which are generally first to try new social media sites.

	==Means of Cooperation==		==Means of Cooperation==
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	As the product life cycle of social media begins to mature, new niche platforms, and cooperation among platforms, can come at the expense of existing platforms. Rather than cooperate, platforms want to ''engage'' users on their own platform, so they can increase their own share of the advertising dollars available.		As the product life cycle of social media begins to mature, new niche platforms, and cooperation among platforms, can come at the expense of existing platforms. Rather than cooperate, platforms want to ''engage'' users on their own platform, so they can increase their own share of the advertising dollars available.

-	The business model shifts from user growth, and user lock-in, to revenue generation. Each of the individual platforms are experimenting with business models that ensure more long term viability. How do they generate revenues from the large user-bases that they have acquired? Traditional media has used advertising as an important component of their business model, social media are looking at the same model. The result of the shift in business model focus is manifested by less cooperation among social media platforms.	+	The business model shifts from user growth, and user lock-in, to revenue generation for more mature platforms. This makes them more vulnerable to new entrants, that begin their own life with a business model that is devoid of generating revenue, and the consequences of that business model, even as the landscape has evolved into the mature phase.

-	An example of the conflicts that have arisen among platforms is the recent disagreements between Twitter and Instagram. Twitter disabled a feature that let Instagram users import followers automatically from their Twitter account. Instagram retaliated by not allowing Twitter to imbed Instagram photos. Now when a user from Instagram shares her photograph in Twitter, it creates a link to the photo on the Instagram account, rather than allowing Twitter followers to see the Instagram photo directly in the Twitter feed. Twitter's initial move made it more difficult for new users to Instagram to grow their network. Instagram's response made it more difficult for Twitter users to share their photos using the Instagram platform. Both actions, the users suffer and the overall utility of the social media landscape suffers.	+	Each of the individual platforms are experimenting with business models that ensure more long term viability. How do they generate revenues from the large user-bases that they have acquired? Traditional media has used advertising as an important component of their business model, social media are looking at the same model. The result of the shift in business model focus is manifested by less cooperation among social media platforms.
		+
		+	An example of the conflicts that have arisen among platforms is the recent disagreements between Twitter and Instagram. Twitter disabled a feature that let Instagram users import followers automatically from their Twitter account. Instagram retaliated by not allowing Twitter to imbed Instagram photos. Now when a user from Instagram shares her photograph on Twitter, it creates a link to the photo on the Instagram account, rather than allowing Twitter followers to see the Instagram photo directly in the Twitter feed. Twitter's initial move made it more difficult for new users to Instagram to grow their network. Instagram's response made it more difficult for Twitter users to share their photos using the Instagram platform. Both actions, the users suffer and the overall utility of the social media landscape suffers.

	==Mobile Impact==		==Mobile Impact==
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	More people are accessing social media via mobile devices and tablets. With more opportunities to connect, people can connect with social media where and when they choose (MORE CONNECTIVITY, MORE ENGAGEMENT). Mobile web and mobile apps usage increased 82% and 85% respectively in 2012 (Nielsen's Social Media Report). PC access declined 4%.		More people are accessing social media via mobile devices and tablets. With more opportunities to connect, people can connect with social media where and when they choose (MORE CONNECTIVITY, MORE ENGAGEMENT). Mobile web and mobile apps usage increased 82% and 85% respectively in 2012 (Nielsen's Social Media Report). PC access declined 4%.

-	user experience, advertising display, native advertising. Instagram, Mobile DNA. mobile access to internet versus PC, how this has changed.	+	user experience, advertising display, native advertising. Instagram,Vine, Snapchat, Mobile DNA. New social media platforms are mobile first. mobile access to internet versus PC, how this has changed.

	==Elements of Increasing Returns and Lock-in==		==Elements of Increasing Returns and Lock-in==

-	Social Networks experience ''increasing returns to scale'', essentially the more users that are on a particular network, the more useful that network is to each user. As the numbers of users increase on a network, the network gains ''lock-in''. Lock in occurs because there is an increasing incentive to join or to remain on a network as the network is more valuable. This lock-in can be a function of the number of users on the network, the number of connections each user has on the network, the time each user spends on the network, as well as the reputation of the user on the network.	+	Social Networks experience ''increasing returns to scale'', essentially the more users that are on a particular network, the more useful that network is to each user. As the numbers of users increase on a network, the network gains ''lock-in''. Lock-in occurs because there is an increasing incentive to join or to remain on a network as the network is more valuable. This lock-in can be a function of the number of users on the network, the number of connections each user has on the network, the time each user spends on the network, as well as the reputation of the user on the network.

	Thus Social Media platforms increase lock-in as: the number of users on the network increases; the average time each user spends on the network increases; the average number of connections each user has; the increasing activity of each user (reputation).		Thus Social Media platforms increase lock-in as: the number of users on the network increases; the average time each user spends on the network increases; the average number of connections each user has; the increasing activity of each user (reputation).
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	Lock-in can also be a function of activity on the network of individual users. The more activity, the harder it is to switch to a new network (broad platforms) where that activity would need to begin again. The activity may include images posted, status updates and so forth. The activity is also part of the engagement with other users.		Lock-in can also be a function of activity on the network of individual users. The more activity, the harder it is to switch to a new network (broad platforms) where that activity would need to begin again. The activity may include images posted, status updates and so forth. The activity is also part of the engagement with other users.

-	Increasing returns of a network is also a function of the lifetime of the network, and the data the network has accrued to improve its performance. This data is the result of users' interactions on the network. The more interactions, the more data, the more potential insight from the data to improve the network.	+	Increasing returns of a network is also a function of the lifetime of the network, and the data the network has accrued to improve its performance. This data is the result of users' interactions on the network. The more interactions, the more data, the more potential for insight from the data, that can be used to improve the user experience of the network.

-	Thus, it would be significantly more difficult for a new broad social media platform to displace Facebook as the dominant platform, as it was for Facebook to displace MySpace as the dominant platform in 2008, when the number of users of social media was significantly less, and the data accrued from interactions was also significantly less. The same can be said for a new niche social media platform, unless its focus is one that is not met by other niche social media platforms. This presumes that platforms do not make serious errors that cause users to flea. But those errors would need to be more significant now, than 2008, because of the increased lock-in and increasing returns.	+	Thus, it would be significantly more difficult for a new broad social media platform to displace Facebook as the dominant platform, as it was for Facebook to displace MySpace as the dominant platform in 2008, when the number of users of social media was significantly less, and the data accrued from interactions was also significantly less. The same can be said for a new niche social media platform, unless its focus is one that is not met by other niche social media platforms, Vine and Snapchat both offer different features than their corresponding video (YouTube) and photo (Instagram) niche sites. This presumes that platforms do not make serious errors that cause users to flea. But those errors would need to be more significant now, than 2008, because of the increased lock-in and increasing returns.

	==Marketers' Use of Social Media==		==Marketers' Use of Social Media==
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	Both sites allow content to be shared from other niche sites to make their platforms more engaging.		Both sites allow content to be shared from other niche sites to make their platforms more engaging.
	Teens fastest growth on Twitter. Facebook no hashtags		Teens fastest growth on Twitter. Facebook no hashtags
		+
		+	Users use each site to keep up with others' updates.

	==Notes==		==Notes==

BUAD884

Alex — Wed, 12 Jun 2013 14:26:52 GMT

/* Readings and background for Class */

Revision as of 14:26, 12 June 2013		Current revision
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	'''Week 3'''		'''Week 3'''
		+
		+	[http://www.zehno.com/white_papers/engagement-marketing-revisited-how-to-embrace-the-new-social-media-tools/ Engagement Marketing Revisited: How to Embrace the New Social Media Tools]
		+
		+	[http://www.youtube.com/watch?v=ajg9Z-8nobQ Social Media for Social Causes: Alex Brown's Passion for the Welfare of Horses]

	'''Week 4'''		'''Week 4'''