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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


Competing considering network effects

Competing Considering Network Effects


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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