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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

Network Effects, Social Media, Facebook

CIS 2200

Kannan Mohan

Department of CIS

Zicklin School of Business, Baruch College


Learning objectives
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?


Network effects
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



Competition and network effects
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


Standards and network effects
Standards and Network Effects

  • Apple iOS vs. Android

  • Fragmented Standards

  • Challenges?


Network structure
Network Structure

  • One-sided market vs. two-sided market

    • Instant messaging vs. video games

  • Examples?


Social media
Social Media

  • Peer Production

  • Collaborative consumption (Zipcar)

  • Sharing economy

  • Social Media Tools

    • Blogs

    • Wikis

    • Microblogs


Social media and marketing
Social Media and Marketing

  • Owned Media

  • Paid Media

  • Earned Media (unsolicited positives)

  • Inbound Marketing (Old Spice Man?)


Blogs wikis microblogs
Blogs, Wikis, Microblogs

  • The story of “A Million Penguins”

  • How do you establish control?

  • The power of Wikipedia

  • Information overload

  • Managing knowledge


Crowdsourcing
Crowdsourcing

  • Quality control? (Wikipedia vs. Encyclopedia Britannica)

  • Nature of the crowd

  • Platforms for crowdsourcing (Innocentive)


Other web 2 0 terms
Other Web 2.0 terms

  • RSS

  • Folksonomies

  • Mashups

  • Augmented reality


Facebook
Facebook

  • Hunt vs. hike

  • Dark web

  • Social graph

  • Learning from mistakes (Beacon) – opt-in vs. opt-out

  • Privacy missteps

  • Content adjancency


Learning objectives1
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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