Why 2010 is the year of Mobile Social Media

Presented by Jim AysonSenior Product Manager, SMART Communications22 April 2010 / 3rd Social Networking Conference

Intercontinental Hotel, Makati, Philippines

For comments, questions via Twitter

twitter.com/jimayson

*disclaimerAll rights to any copyrighted images used in this presentation

belong to the creators and copyright holders

Web 1.0

In the beginning, there was...

The Static Web

Messaging:Email, IM, Discussion Groups

Web 2.0

The User Generated Web

Web 2.0: User Generated Content

‣ Video: YouTube, Vimeo

‣ Photos: Flickr, Photobucket, Multiply

‣ Words: Blogging (Blogger, Wordpress)

‣ Status Messages: Twitter, Plurk

‣ Social Interaction: Facebook, Frendster, Linked In, Bebo

What is Social Media?

Source: What the F**k is Social Media - Marta Kagan

Not just social networking!Covers anything user-generated (Web 2.0) shared with many people

Source: 2008 McCann-Universal Wave3 Study

Social Media today is everywhere!

And it’s now on your mobile.

Let’s take a look at the major social media

players.

Forget the has-beens.

FriendsterMultiplyPlurkBebo

The 800 pound gorillas and up-and-comers of Social Media

* Facebook* TwitterLinkedIn

Google BuzzGoogle Maps Foursquare

GowallaFlickr

PosterousTumblr

The giants of social media on the web are focusing on mobile

Motorola Motoblur

2010 Mobile World Congress in Barcelona, Feb 2010

Google’s Eric Schmidt proclaims Google’s “Mobile First” Policy

Facebook’s Mobile Strategy revealed

Microsoft Windows Phone 7 announced

South by Southwest Interactive (SXSWi), March 2010

Geolocation social neworks Foursquare and Gowalla aggressively square off

Foursquare vs Gowallamoving to support more mobile platforms

Who’s Bigger, Google or Facebook?

According to Comscore, Facebook.com has surpassed Google in terms of pageviews.

Even Google Trends Agrees

Google Trends: Facebook.com traffic vs. Google.comfrom April 2009 to April 2010

Facebook Stats

• More than 400 Million active users

• More than 35 million users update their status each day

• More than 60 million status updates posted each day

• More than 3 billion photos uploaded to the site each month

• More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week

• More than 3.5 million events created each month

• More than 3 million active Pages on Facebook

source: facebook.com

overwhelming numbers!

Facebook in the Philippines

• Facebook is the #1 site in the Philippines (Alexa)

• There 12,593,740 active Philippine users (Facebook ad platform)

• Facebook Ads uses IP address and a user's profile information to determine location.

• PH is the #8 country on Facebook (Facebakers.com)

Facebook vs Friendster vs Multiply

Facebook eclipsed Friendster in Aug 2009 and keeps on going (source: Google Trends)

Twitter Stats

• Worldwide: 105,779,710 registered users (1,500% growth over the last three years.)

• 300,000 sign ups a day

• 55 M tweets a day

• 3 Billion Twitter API requests a day (used by 3rd party web and mobile clients)

source: Twitter

Twitter in the Philippines

• Philippines is the #12 Twitter Nation (sysomos study, 2009)

• Twitter.com is #9 website in the PH (Alexa)

• Estimated Philippine active users: 1.3M (Google AdPlanner, Feb 2010)

• 34M Pageviews per month (web and mobile web)

Mobile is in Twitter’s DNA

• Began as an SMS service, then moved to web

• Twitter Open API resulted in dozens of 3rd partyTwitter mobile apps, in all platforms (iPhone, Android, Nokia S60, RIM, Windows Mobile)

Facebook Mobile• There are more than 100 million

active users currently accessing Facebook through their mobile devices.

• People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users.

• There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products

source: Facebook

Comscore: Facebook is the #1 site on the mobile web

"Facebook come out top in a ranking of sites by unique visitor numbers, followed closely by Google and the mobile operators’ web properties."

Comscore: Facebook dominates mobile web

“Facebook can claim almost 3X as many page views as its nearest competitor (Google) while time spent with the social networking site is more than 5X greater than any other website.”

“Looked at cumulatively, people spend more time online with social networks using their mobile devices than they do via the PC-based web.”

Comscore: Facebook & Twitter mobile growth

“The study found that 30.8 percent of smartphone users accessed social networking sites via their mobile browser in January 2010, up 8.3 points from 22.5 percent one year ago.”

“Access to Facebook via mobile browser grew 112 percent in the past year, while Twitter experienced a 347-percent jump.”

Philippine Facebook Mobile Stats - SMART

Growth in active users Shows steady growth of aggregated mobile activity - SMS, MMS, Mobile Web

Social Media on Handsets

• Mobile Web

• SMS Gateways (keywords sent to access codes by SMS)

• Mobile Apps

• Mobile Widgets

Mobile Widgets

Android allows mini-apps called widgets to be placed on the phone desktop

New Handsets and Mobile OS: Social Media Oriented

• SmartPhone Platforms

• iPhone: Most apps (180,000 total)

• HTC Sense: Facebook/Twitter Widgets

• Android Widgets

• Motorola Blur (Android overlay)

• Nokia N97 / S60 5th edition

Low End “Social Networking Phones”

INQ “Twitter Phone” and “Facebook Phone”

New Social Media categories: Mobile Oriented• Location Based Status

Updates (location-enabled Tweets, Google Buzz)

• Location Based Social Network Games - Foursquare, Gowalla

• Mobile Photo Uploads + Twitter/FB updates (Twitpic, yfrog)

The Network Operator View of Mobile Social

Networking

1. Social Media is a usage driver - increased use of mobile through a sticky application yields

more data revenues

2. Operators blend mobile versions of known web brands (i.e. Facebook) with House brands or mobile-only brands

Sandbox MyGroups / Moko.mobi / AirG

3. Consistent use of mobile social media by customers has brought

about a demand for unlimited mobile internet packages

Unlimited Access to specific Mobile Sites (P20/day)

Unlimited Internet Offers (P50/day, P300/week, P1200/month)

4. Social Media brands used to push special handsets

Facebook Phones, Twitter phones, Yahoo Phones, Skype Phones

So why is 2010 the year of Mobile Social Media?

Convergence of:Explosion of Social Media sites

Web Brands going MobileSocial Media Friendly Smartphones

Advanced Mobile Operating SystemsGeolocation APIs and GPS

Mobile Internet Support from the Mobile OperatorsUnlimited Mobile Internet Packages

It’s all happening now.

Moving Beyond 2010

Since Social Media is mass-based, Social Media is being seen as the

key for mass adoption of the mobile internet

How many Filipinos use the mobile internet?

My estimate is less than 4M.

There are over 70M mobile phones in the

Philippines.

An estimated 26M Filipinos access the Internet

If there 12M Filipinos on Facebook, the phrase "You can use Facebook on your phone" could be the key to increasing mobile internet users

from less than 5M to at least 12M.

“Internet for All” - using the mobile phone as a vehicle...

.... May become more of a reality because of mobile social media.

Thank you :-)