Web 2.0 & Social Networking

Table of Contents

1. Web 2.0: consumption and leading players

• 1.1. Rise in 2.0 consumption
  • 1.1.1. Activity concentrated around social networks
  • 1.1.2. Spanning across the generations
  • 1.1.3. Sizeable geographical disparities
  • 1.1.4. 2.0 spreading across the web, and beyond
• 1.2. Who are the key Web 2.0 players?
  • 1.2.1. Internet giants trying to make up for lost time
  • 1.2.2. New giants of the community web
  • 1.2.3. The new Web 2.0 wave
  • 1.2.4. Other key community players
• 1.3. Video sharing, a central component of Web 2.0
  • 1.3.1. Sharp uptake in video consumption.
  • 1.3.2. Market dominated by YouTube.....
  • 1.3.3. ..... and several outstanding local players

2. Social graph and data portability

• 2.1. API & main Web 2.0 tools
  • 2.1.1. APIs
  • 2.1.2. Other main tools
• 2.2. Hosting platforms
• 2.3. Social graph and interoperability
  • 2.3.1. Definition
  • 2.3.2. Data portability
  • 2.3.3. Platform interoperability
  • 2.3.4. Initiatives from other Web 2.0 players
• 2.4. Marketing of the future: tapping into an internet-wide social graph?
  • 2.4.1. Existing services
  • 2.4.2. Extended social graph

3. Web 2.0: where' s the money?

• 3.1. Advertising: an essential source of revenue, but not enough
  • 3.1.1. A narrow and duopolistic advertising market
  • 3.1.2. Can 1.0 ad formats work on Web 2.0?
  • 3.1.3. Advertising needs to adapt to the 2.0 environment
• 3.2. Other sources of revenue to tap into on Web 2.0
  • 3.2.1. White label technology sales
  • 3.2.2. Sale of premium services
  • 3.2.3. E-commerce
• 3.3. Who will survive Web 2.0?
  • 3.3.1. Few Web 2.0 sites can sustain themselves over the long haul
  • 3.3.2. Takeovers on the horizon

Tables

• Table 1: Web 1.0 giants' main Web 2.0 takeovers and share acquisitions
• Table 2: Web 1.0 giants' main acquisitions in the online advertising market
• Table 3: Top 20 websites by country, according to the Alexa traffic rankings
• Table 4: Micro-blogging services
• Table 5: Online video viewing in April 2007, by country
• Table 6: YouTube and Dailymotion, two central players in the online video market
• Table 7: A selection of microformats
• Table 8: The pioneers
• Table 9: OpenSocial partners
• Table 10: Forms of online advertising
• Table 11: Most widely-used widgets* on Facebook in the United States, in November 2007
• Table 12: Classification of the types of premium services marketed by 2.0 sites
• Table 13: Media and telecom companies' Web 2.0 initiatives

Figures

• Figure 1: Increase in traffic on Web 2.0 sites in the United States, 2006-2007
• Figure 2: Percentage of internet users, ages 16 to 54, who have created a user profile on a social network in a selection of countries, 2006-2008
• Figure 3: Growth in the number of monthly unique visitors from around the globe to the top social networks, 2006-2008
• Figure 4: Percentage of American internet users who state they use a social network, in February 2008
• Figure 5: Breakdown of social network membership in the UK, by age group, as of August 2007
• Figure 6: Breakdown of social network traffic in June 2007, by geographical provenance
• Figure 7: The most popular social networks around the globe in August 2007
• Figure 8: Growth of MySpace and Facebook traffic in the United States, 2006-2008
• Figure 9: Growth of market share for the top social networks in the United States, 2007-2008
• Figure 10: Number of unique monthly visitors to MySpace and Facebook worldwide, 2007-2008
• Figure 11: Average number visitors on MySpace and Facebook worldwide, 2007-2008
• Figure 12: Twhirl, one of the most popular Twitter third-party apps
• Figure 13: Amazon page on Twitter
• Figure 14: Growth of the number of unique visitors a month on FriendFeed in the United States, May 2007 to May 2008
• Figure 15: Number of videos watched online in the United States
• Figure 16: Number of unique viewers on video sites in the United States
• Figure 17: Percentage of internet users in the US who have watched a video online
• Figure 18: Average time spent by an internet user in the US watching videos online
• Figure 19: Leading video sites in the United States by number videos viewed, in March 2008
• Figure 20: Leading video sites in the United States by number of unique visitors, in March 2008
• Figure 21: Market share for online video sites in France, by number videos watched, in January 2008
• Figure 22: Market share for online video sites in France, by number of unique viewers, January 2008
• Figure 23: Microformat layers
• Figure 24: Comparison of two results for the same search on Yahoo!
• Figure 25: Description of the Google Social Graph API
• Figure 26: Technical description of OpenSocial
• Figure 27: Example of a Dopplr member' s personal page
• Figure 28: Amazon recommendations
• Figure 29: Growth of advertising spending on social networks in the United States and worldwide, 2006 - 2011
• Figure 30: Growth of the share of online advertising monies earmarked for social networks in United States, 2006 - 2012
• Figure 31: Breakdown of ad spending on social networks in the United States, in 2007 and 2008
• Figure 32: Social network users' response to the question: “What portion of ads seen on social networks on the web correspond to your personal needs, preferences and interests?”
• Figure 33: Social network users' response to the question: “Do you ever click on the ads you seen social networks on the web?”
• Figure 34: Advertising feedback system put in place by Facebook
• Figure 35: Facebook allows users to opt out of Beacon
• Figure 36: Advertising for Vitaminwater in a Slide widget
• Figure 37: Verizon Business Page on Facebook
• Figure 38: Web 2.0 market for enterprises, by type of tool, in 2007
• Figure 39: E-commerce market growth
• Figure 40: Breakdown of Cyworld income, by source of revenue
• Figure 41: Breakdown of items sold, by type