Social Media Technology Assessment Nathan Burkhart Jeff Chen

Social Media Technology Assessment Nathan Burkhart Jeff Chen Matt Chew Spence Mario Espinoza Jeffrey Kalvass Devang Parekh March 14, 2007 Strategic Computing and Communications Technology University of California, Berkeley

What is Social Media? User Profile Photos, Audio, Video Traversable Contacts Commentary Introduction Business Model Framework Case Studies Conclusion

Functional User Profile Focused Interest Focused Entertaining Introduction Business Model Framework Case Studies Conclusion

Underlying Technology Important Issues: Open Source vs. Proprietary, Scalability, Security, Performance Introduction Business Model Framework Case Studies Conclusion

Policy and Legal Considerations ● ● Copyright Infringement Indecent Content First Amendment Rights International Policy Differences Introduction Business Model Framework Case Studies Conclusion

Business Models 101 Introduction Business Model Framework Case Studies Conclusion

Benefits of Social Networks Introduction Business Model Framework Case Studies Conclusion

3 Benefits Key Questions: 1) How to grow? 2) How to monetize? 3) How to keep users? Business Introduction Business Model Framework Case Studies Conclusion

Linked. In Introduction Business Model Framework Case Studies Conclusion

Linked. In - Growth Introduction Business Model Framework Case Studies Conclusion

Linked. In - Revenues Introduction Business Model Framework Case Studies Conclusion

Linked. In – Stickiness Introduction Business Model Framework Case Studies Conclusion

Six Apart Introduction Business Model Framework Case Studies Conclusion

Six Apart – Growth Introduction Business Model Framework Case Studies Conclusion

Six Apart – Revenues Introduction Business Model Framework Case Studies Conclusion

Six Apart – Stickiness Introduction Business Model Framework Case Studies Conclusion

My. Space Introduction Business Model Framework Case Studies Conclusion

My. Space Growth Introduction Business Model Framework Case Studies Conclusion

My. Space Revenues Introduction Business Model Framework Case Studies Conclusion

My. Space Stickiness Introduction Business Model Framework Case Studies Conclusion

Growth Introduction Business Model Framework Case Studies Conclusion

Revenue Sources Introduction Business Model Framework Case Studies Conclusion

Stickiness Introduction Business Model Framework Case Studies Conclusion

Future: You. Tube Complements, Real-world goods Permanent Cross-user activities Partners, subscriptions Introduction Business Model Framework Case Studies Conclusion

Q&A

APPENDIX

Business Model Healthy Company Profits Revenue Growth Costs Stickiness Channel Relationship

Complements

Network Effects

Appendix

Business Model Healthy Company Profits Revenue Growth Stickiness Costs Positive Feedback Relationship