How to be a leader in social media This a panel from the APTA CSM 2018 that discussed how to leverage your social media use. If you like this content and want to start taking action online, message Jenna Kantor on www.facebook.com/jennakantor for further guidance.
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Keynote on Enterprise Social Network Adoption
What is enterprise social networking?
Enterprise social networking facilitates the relationships between people with similar business interests and/or activities through the use of online social networks, much like the collaborative approach of the wireframing software Pidoco. This is typically done by employing enterprise social software: software that is used in business/commercial contexts. Enterprise social networking often modifies the software platforms and corporate intranets of larger companies to organize collaboration and communication among users. Additionally, extant social networking sites are employed by those with specific business interests to give visibility to their enterprise. For example, a company that creates a fan page on the website Facebook is utilizing a form of enterprise social networking by creating a space for users to gather and exchange information through the structure of a larger, external social networking site.
The enterprise social networking trend
One of the major trends in enterprise social networking is the use of enterprise social software by companies to create in-company networks that promote collaboration among stakeholders. Moreover, many companies are investing capital in training their employees to become more proficient in cloud computing and SaaS, since these technologies have become the driving force behind many social networks and, by extension, enterprise social networks. Enterprise social networks are being used by employees to share tips, ideas, and information in a quick and engaging manner. It is the hope of many companies that enterprise social networks will increase efficiency, competiveness, and the flow of creativity. Much the same trend has been observable in the increasing use of collaborative software solutions in various fields, from office applications like Google Docs to wireframing and UI prototyping to file sharing and more.
Problems with enterprise social networking
The enterprise social networking phenomenon is spreading like wildfire, and as with all fires, naturally there is potential for burn damage when using this approach. Some of the problems that are currently associated with enterprise social networking include:
Too much transparency: Social networks are hard to monitor and control and the spread of sensitive company information may be a little too transparent for professional comfort.
Lack of familiarity with social networks: While in the future this will likely be an obsolete point, the fact remains that many employees are unfamiliar with the social networking concept or process, and many might even find it distasteful to use in the work place. One way to make new users quickly familiar with social networks is the usability of the system, which can be optimized and tailored using prototyping or wireframing techniques during the early phases of the deployment process.
Lack of Adoption: Just because a company is employing an enterprise social networking strategy it does not mean employees will use it. The design of the user interface can be one barrier to adoption if it is not tailored to user needs. This can become tricky if a company has made a great monetary investment in the technology. The dilemma becomes how to enforce its use without seeming tyrannical, particularly because there is a great amount of subjectivity regarding what individuals feel is an appropriate amount of time to spend using social networks. A good way to foster adoption is to provide user interfaces that enterprise users can relate to. Usability testing during early implementation phases utilizing wireframes or UI prototypes can become a critical success factor.
Why is enterprise social networking ultimately important to the future?
Enterprise social networking is important because it nurtures business collaboration and creativity within the technological context that now permeates nearly every aspect of human interaction. The way we communicate, the way we collaborate, and the way we relate to each other is so entrenched in the technological sphere that it has become increasingly necessary for the business/professional aspect of life to align itself with a social networking phenomenon that, at first glance, seemed to arise purely for pleasure. Making social networking a productive aspect of the professional world provides an example of how technology manages to seamlessly integrate all aspects of our lives with the click of a button. Whether or not this a good thing is an entirely different question, but the reality is that technology is the world we live in.
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Amid booming consumer spend on PC social networking games in 2010, Zynga managed to protect its market share lead over the other top operators, based on the success of its CityVille and FarmVille offerings, new IHS Screen Digest research indicates.
Consumer spend on Zynga’s PC social networking games and its revenue from lead generation and advertising activities amounted to $ 544 million in 2010, giving it 39.1 % share of the global market, a 4.2 %age point increase over 2009. This represented the largest increase among the Top 5 operators.
The market sizing of PC social network games combines consumer spend on both microtransactions and operator revenues that have been derived from lead generation and advertising.
“During 2010 Zynga played a central role in expanding the size of the PC social networking games market, attracting millions of new users with its popular titles offered through Facebook,” believes Piers Harding-Rolls, head of games for IHS. “Near the end of the year, the company offered a new title, CityVille, which broke records for monthly active users. The success for CityVille had a positive impact on other Zynga games, particularly FarmVille, which achieved growth in its user base in late 2010 after experiencing steady declines during the rest of the year. Meanwhile, Zynga’s strategy continues to deliver in monetizing its offerings more aggressively through analytics-driven design and to acquire users from within its other games.”
Zynga’s closest competitor, No. 2-ranked Playfish, owned by Electronic Arts Inc., suffered a significant decline in market share of 3.8 % 2010. Nonetheless, consumer spending on its properties still grew 42 % during the year.
No. 3-ranked Playdom Inc., which is now owned by Disney, managed a 0.6 % increase in market share, reflecting a strong start to the year despite a second half that saw its MAUs decline steadily.
The global market for PC social networking games, including consumer spend on microtransactions and operator revenue from lead generation and advertising, amounted to $ 1.4 billion in 2010.
Beyond Zynga’s success with CityVille, market growth was driven by operator adaptation to changes in Facebook’s user notification policies, which undermined the cheap viral marketing success of the market so rampant in 2009. Operators also concentrated their efforts on improving user engagement and monetization in effect targeting better lifetime value from existing users, rather than commercial growth delivered purely through market expansion.
Outside Facebook, growth was driven by the continued adoption of games content from other social networks across all regions. These developments helped the games market outperform forecasts.
“Overall, 2010 was a year of strong expansion for the market,” Harding-Rolls observed. “Although growth moderated as expected following a muted start to 2010 for Facebook games, market performance in the second half of the year picked up, and revenue and user growth convincingly outperformed expectations.”
The market will expand at a compound annual growth rate of 15 % from 2010 to 2015, although annual growth rates will slow during the coming years compared to the blistering expansion in 2009 and 2010.