Social networks are maturing and fragmenting as they evolve in 2010. They are segmenting by demographic, geography, and interest. The average user belongs to 4 social networks. Asian markets represent huge opportunities for growth, as only 16.5% of Asians are currently online. Asian youth are highly engaged with social media, averaging 96 contacts on mobile and 100 social network friends. Networks are fragmenting to cater to different audiences like teens, adults, kids. Brands need to work on being present across networks and platforms to engage fans. The top trends for 2010 include mobility, intimacy, virtual currencies, and better privacy tools.

1. digital youth
10 trends for 2010

2. As online social networks
mature and fragment, how
will they evolve in 2010 ?

3. The opportunity in Asia is huge
What drives Asian youth
Social networks are maturing
Throw the dice for 2010

4. Did you know ...

5. 60% of Itʼs since been proven
Blackberry that we are not
owners check “6 degrees”
email in bed from each other
We looked at 3 in 5
5 billion of us have a
YouTube videos last blog, with 60%
25% of Australia month Twitter is of bloggers
teens are friends with currently growing talking about
by more than daily life
their parents on
social network sites 1000% Only 10% of
10% of MySpace
traffic comes from Companies
Asia, for Friendster allow social media
in the workplace
Facebook is the itʼs 88% More than 60% of web
4th largest traffic is now
“country” in the
world
“peer-to-peer”

6. is anybody out there ...

7. 60% of the world lives in Asia
4 billion of us
http://en.wikipedia.org/wiki/World_population

8. there are 1.6 billion net users
in the world (which is a quarter
of everyone)
http://www.50x15.com/en-us/internet_usage.aspx

9. 40% of all net users are in Asia
(660 million)
http://www.internetworldstats.com/stats.htm

10. 2/3ʼs of the online world are
on social network sites
http://www.nielsen.com/

11. Only 16.5% of Asia is
currently Online!

12. There are more Asians with a
mobile phone (1 billion) than an
internet connection (660 million)

13. How did we get here?

14. 2000 ... Blogger
2002 ... Friendster
2003 ... MySpace
2004 ... Facebook
2005 ... YouTube
2006 ... Twitter
2009 ... FourSquare
2010 ... Layar

16. Augmented Reality

19. Maturing of Social Networks
Millions
on SNS
700
Layar
600
FourSquare
500
Twitter
400
SNS explode internationally Bebo
Multiply
300 Facebook
Hi-5 Orkut
MySpace
200 Friendster Linkedin
100
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

21. I am 16 ...

22. I am 24 ...

23. multi-tasking
thirty-six hour day
four things at once
five minute attention span ...

24. WHATʼS HOT
SPENDING TIME ONLINE +56%
LISTENING TO MUSIC +53%
USING MY MOBILE +49%
SENDING EMAILS +41%
SOCIAL NETWORKS +37%
WHATʼS NOT
SPENDING $$$ ON MUSIC -36%
WATCHING TELEVISION -46%
PLAYING CONSOLE GAMES -50%
SOURCE: MTV Circuits of Cool. 16 Country.
(% Doing More, Doing Less than Past Year)

25. So
cia
Ex
plo l
sio
n

26. Friends Matter

27. How many friends do you have?

28. 13
Close Friends
50
Offline Friends
44
Online Friends
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

29. 107 Friends
(the average number of friends youth have)
54
66
41
66
48
39 30
94 33 31
30
93 83 31 27
60
55 46
48 39 39
41 34 30
11 21 13 15 11 9 14 14 15 9 9 12
Thai Mal China Sing HK Twn Korea Indo Phil Viet Oz India
Online Friends
Offline Friends
Close Friends
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

30. people are media

31. forwarding culture

32. feedback loops

34. Everyone OK?

36. POSTING
HOSTING
SHARING
BUILDING
friendship
communities
online

37. Asian Youth
96 numbers on mobile
87 instant message buddies
100 friends in social networks
4 social networking sites
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

38. Social Networks
(the average number of social network sites youth belong to)
8 5 4 4 4 4 4 3 3 3 3 2
Viet Indo China Phil Mal Twn HK Oz Thai Sing Korea India
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

39. 76% of young
Asians belong to at
least one online
Social Network
SOURCE: MTV Music Matters Research 2008 (TNS). 12 Countries

40. Facebook dominates
(registered Facebook users, millions)
22.5
13.0
9.0 8.6
6.4 6.3
3.2 3.2 2.0 0.9 0.9 0.1
Indo Phil India Oz Mal Twn Thai HK Sing Viet Korea China
80 million users in Asia
SOURCE: Facebakers.com (May 2010)

41. Cutting Thru

42. Social networks are maturing ...

43. Social networking today ...
Communication: the new address book & email
Fragmentation: by demo, by geography, by need
Multi-site Usage: an average of four sites
Segmentation: specific sites for certain interests
Generation Gap: connect with parents, or not

44. Fragmentation is mirroring real life

45. For Kids:
a place to play
do stuff, be rewarded
look cute
Moshi Monsters
PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009

46. For Teens:
a social hangout place
see and be seen
checking in, grooming
Facebook
PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009

47. For Adults:
a social utility
re-connecting
networking, advancing
LinkedIn
PARTLY SOURCED FROM: Danah Boyd “Social Media is here to stay, Now what?” March 16, 2009

48. Play Ground Bed Room Living Room Night Club

49. Fragmentation is mirroring real life

50. http://mashable.com/2009/08/31/parents-social-media-stalking/

52. “it is awkward for parents
and kids to be in the same
social network”
IAN STEWART

53. Where is it all heading?

54. “Twitter wants to be more like
MySpace, which is cleaning up to
be more like FaceBook, which
wants to be more like Twitter”
TECHCRUNCH

57. 2010

58. 10
Teens & Tweens
Mobility & Location
Intimacy & Immediacy
Virtual Currencies
Gifting & Gaming
Social Shopping
Monetization Models
Cross Platform Aggregation
Better Privacy Tools
Brands Work It Out ....

59. Brands Work It Out

60. Top Fan Pages
on Facebook
Michael Jackson 11.1 million
Obama 7.7
Facebook 7.5
Starbucks 6.0
Lady Gaga 5.4
Coke 5.1
YouTube 4.3
Disney 3.3
iTunes 3.1
Victoriaʼs Secret 2.9
Coldplay 2.8
Source: Facebook March 2010

61. Brands, Bands, Fans
BBF: Thanks to FRUKT Music!!

62. Brands ...

63. Bands ...

64. Fans ...

65. Brands Work It Out

68. Brands ...
Be present across all platforms
Official pages, Official Fan pages
Unofficial pages are OK too
Interlink everything
Keep the channels open
Create viral triggers
Reward social behavior
Monitor constantly

69. Monitor Constantly

70. Brandtology

71. Vocanic

73. 10
Teens & Tweens
Mobility & Location
Intimacy & Immediacy
Virtual Currencies
Gifting & Gaming
Social Shopping
Monetization Models
Cross Platform Aggregation
Better Privacy Tools
Brands Work It Out ....

74. www.slideshare.net/
ianstewartmtv

75. thank you
for listening to me
Please note that many of these images have
been sourced from the internet and their rights
have not been cleared for commercial use.