Google Confidential and Proprietary 1

Social Media: Connected Consumption

염동훈Strategic Partner Developer ManagerGoogle Inc.

25 June 2008

Google Confidential and Proprietary 2

“Using technology to socially interact within communities using words, pictures, videos, and audio to tell/share stories”

Adapted from Wikipedia

Social Media Definition

Google Confidential and Proprietary 3

Social Media Technologies

Wiki

Social Networking

Blogs

Internet Forums

Video Sharing

Photo Sharing

Podcasting

Google Confidential and Proprietary 4

Social Media Brands

Google Confidential and Proprietary 5

“Fundamental shift has taken place in all of our lives about what it means to communicate in the 21st Century"

BusinessWeek June 2, 2008 “Beyond Blogs”

Evolution of Social Communications

Google Confidential and Proprietary 6

“We have moved from an individual consumption experience to a connected consumption experience“

Connected Consumption

Instant “water cooler” experience

Google Confidential and Proprietary 7

Social Media Impact

Users

Service Providers

Publishers

Advertisers

Google Confidential and Proprietary 8

Social Media Impact - Users

Social Capital

Google Confidential and Proprietary 9

Social Media Impact - SP

Google Confidential and Proprietary 10

Social Media Impact - Companies

Fragmented Media

Social Advertising

Google Confidential and Proprietary 11

Fragmented Media

Google Confidential and Proprietary 12

Embracing Social Media

Google Confidential and Proprietary 13

“The rapidly changing tech landscape makes it efficient and easier than ever before to listen, learn and connect with customers. The emergence of social media is a tremendous opportunity to bring the "outside" in to your company.”

Global Neighbourhoods: SAP Global Survey: Michael Dell

Embracing Social Media

Google Confidential and Proprietary 14

Direct2Dell – Blogging

Google Confidential and Proprietary 15

Twitter – micro-blogging

Google Confidential and Proprietary 16

StudioDell - Videos

Google Confidential and Proprietary 17

“Advertising is not anymore just about content distribution. It is about people, connections, and social networks.”

Xtract: Social Advertising Intelligence White Paper

Social Advertising

Google Confidential and Proprietary 18

Shift in Advertising

Static Advertising

Dynamic Advertising

Google Confidential and Proprietary 19

Social Media Flow

Targeting your message

How do you seed your message?

Who will be your messengers?

How can you make your message

more distributable?

Google Confidential and Proprietary 20

Measurement is Everything

Engagement IndexMeasuring the value of the message

Influence IndexMeasuring the value of the messenger

Google Confidential and Proprietary 21

New Attributes to Measure

How engaged were people with my brand?

SHARED

SUBSCRIBED

EMBEDDED

EMAILED

FAVORITED

COMMENTED

UPLOADED

Google Confidential and Proprietary 22

Next Pagerank?

Friendrank?Measuring the importance of friends in my network

Google PagerankMeasuring the importance of webpages

Google Confidential and Proprietary 23

How many Social Networks?

Let’s try not to create any more networks

Metcalfe’s Law – n2

Add value on top of the networks

Google Confidential and Proprietary 24

Developer

Google Confidential and Proprietary 25

No Boundaries With OpenSocial

Users

AdvertisersContent Owners

Application Developers

→Distribute → Reach→ EngageCreate

Google Confidential and Proprietary 26

Making People Lives Better

Productivity Value

Entertainment Value

Social Value

Perceived Value increases when

there is no cost – Free Service

Google Confidential and Proprietary 27

Thank You

염동훈 (dougyeum@google.com)Strategic Partner Development ManagerGoogle Inc.

25 June 2008