Mobile is Social (Complete)

MOBILE
is social
an overview of mobile social
media from a philippine
perspective

Presented by Jim Ayson
jrayson@smart.com.ph
Senior Product Manager, SMART Communications Inc.
19 August 2010, IMMAP Summit 2010
SMX Convention Center, Mall of Asia, Manila, Philippines

Thursday, August 19, 2010

Are you tweeting this from your
iPhone, Blackberry, Android, etc?


For comments, questions via twitter,
@jimayson
the twitter hashtag for the conference is
#IMMAP

*disclaimer
All rights to any copyrighted images used in this presentation
belong to the creators and copyright holders


The Web Today


“The User Generated Web”

“Web 2.0”

“The Real-Time 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!
Social Media covers
anything user-
generated shared
with many people

Source: 2008
McCann-Universal
Wave3 Study


Social Media today
is everywhere!

It’s where we live online.


And increasingly we
participate through
mobiles.


photo:Yahoo PH

and as we’ll see, this is certainly true in the
philippines.

Let’s take a look at the 800
pound gorillas of social media.
* Facebook
* Twitter
LinkedIn
Google Buzz
Google Maps
Foursquare
Gowalla
Flickr
Posterous
Tumblr

Forget the has-beens.

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.com
from August 2009 to August 2010


Global Facebook Stats
overwhelming numbers!

• More than 500 Million active users (506, 125, 720
users as of Aug 18)
• 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
• People spend over 700 billion minutes per month
on Facebook
• More than 30 billion pieces of content (web links,
news stories, blog posts, notes, photo albums, etc.)
shared each month
• More than 3 million active Pages on Facebook
source: facebook.com stats page

Facebook in the
Philippines
At a glance


Facebook in the Philippines
• Facebook is the #1 site in the
Philippines (Alexa rank)
• There 15,284,460 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).


Top 10 countries on Facebook

source: Facebakers.com

more pinoy facebook stats

• Number of users on Facebook in
Philippines: 15,284,460
• Number of male users on
Facebook in Philippines: 7,539,
400
• Number of female users on
Facebook in Philippines: 8,306,
080
• Penetration of Facebook in
Philippines to population: 16.92 %
• Penetration of Facebook in
Philippines to online population:
63.69 %

Facebook vs Friendster vs Multiply in the PH

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


Twitter in the
Philippines


Twitter in the Philippines
• 93M Global Users (comScore)
• Philippines is the #6 Twitter Nation
(comScore, June 2010)
• Twitter.com is #8 website in the PH (Alexa,
July 2010). #9 is Friendster.com.
• Estimated Philippine active users: 1.8M
(Google AdPlanner, July 2010)
• 41M Pageviews per month (web and mobile
web)


Top 20 Markets by
Twitter
Penetration

* Excludes visitation from
public computers such as
Internet cafes or access from
mobile phones or PDAs.


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 150
million active mobile users
• 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% 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% in the past
year, while Twitter experienced a
347% jump.”

Hot Mobile Social
Media Trends in 2010


Smartphone popularity,
Advanced Mobile Operating
Systems, Apps/App Stores

more mobile social media apps

Major Web Players like Google and
Facebook are embracing a “mobile
ﬁrst” strategy

First unveiled at the Mobile
World Congress in Feb 2010


Geolocation is hot
Geolocation
social neworks
Foursquare
and Gowalla
aggressively
square off


Foursquare vs Gowalla
moving to support more mobile platforms


just announced: Facebook Places, facebook’s location service


Let’s take a quick look at
technologies for mobile social media


Mobile Web

m.facebook.com

SMS Keywords
Send FB <message> to 5656

Send <message> to 3404

Send Twit <message> to 5656

Send FQ <location> / <message> to 5656


Mobile Apps
for Java, Symbian, Android, Apple iOS, WebOS, Windows Mobile, Blackberry

Tweetdeck for iPhone Facebook for Android


Mobile Widgets

facebook widget on Nokia N97

facebook widget on Android


Twitter widget on HTC Sense UI (Android)

Social Media Preloaded on phones

INQ “Twitter Phone” and “Facebook Phone”


Mobile Social Media through the
mobile operator’s perspective


1. Social Media is a usage
driver - high usage of mobile
data due to social media

FACT: On SMART’s network, Facebook.com is
the #1 mobile site visited by our subscribers


2. Social Media users’ need to
be always connected has
created a need for unlimited
mobile data packages.


Unlimited Access to speciﬁc Mobile Sites
(P20/day)


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


TGIFreeDay
“Free Internet Every Friday” Promo


sample tv commercials
highlighting mobile social media


3. Social Media brands used to
push special handsets

Facebook Phones,
Twitter phones,Yahoo
Phones, Skype Phones


so why do we believe
that mobile is social?
especially in 2010.


We’re seeing...

Convergence of:
Explosion of Social Media sites
Web Brands going Mobile
Social Media Friendly Smartphones
Advanced Mobile Operating Systems
Geolocation APIs and GPS
Mobile Internet Support from the Mobile Operators
Unlimited Mobile Internet Packages


mobile is social.
it’s not the future, it’s happening now.


KTNXBYE! :)


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