Social media platform

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Cours community management

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Social media platform

  1. 1. Social Media : Economics and business model Christophe Benavent – Université Paris Ouest
  2. 2. overview with a chinese Flavor
  3. 3. Honeycoomb model which function ?
  4. 4. Which Usage ? (UM wave)
  5. 5. But also ● Collaborative plateform : – AirBnb, Blablacar, .. ● Digital Labor plateform : – Kaggle, Mechanical Turck ● Soft and Data Platform : – Github ● Crowdsourcing Platform – Quirly, ● Marketplaces Platform – Ebay, le bon coin
  6. 6. Platform Economics ● Network and standard externalities ● Long tail and the miscellaneous economics ● Multiside Markets : Tirole contribution ● Matching Markets : dating in India ● Crowdsourcing or digital labor and UGC ● Reputation systems : trust trust trust => How to manage ? – Influencing behaviors to favour a global response : gouvermentality – Marketing : Nudges and Policies
  7. 7. Network and standard externality Size of the market is the value Switching cost lock markets
  8. 8. Long tail
  9. 9. Mutiside markets Platforms Users Advertisers Ad companies Audience measurement Content Advertising AAp β− pA pC pA α+ CA α± AC Tirole : benefit could be maximized even the price on one side is lower than marginal cost :
  10. 10. The matching market problem Dating, Job, real estate, Schooling, Kidney, ….
  11. 11. Crowd sourcing : play and work (gratification but no pay)
  12. 12. Reputation markets
  13. 13. An evolutive model of MSP ( ali baba case)
  14. 14. Gouvernementality Influencing individual conduct to produce a populationnal feature (ie : style of driving for road security) ● Algorithm – search and recommendation engine, notification and dashboard, recognition engine,.. ● Policies : rules and enforcement ● Motivational devices : – Gamification – Nudges
  15. 15. Business models ● Advertising ● Fee ● Subscription ● Freemium ● Affiliation ● Data
  16. 16. Advertising model
  17. 17. Subcription model
  18. 18. Freemium
  19. 19. Commission model ● Mainly for market place ● Who pay ? ● How to divide ? ● How optimized ?
  20. 20. Virtual Goods Model Fashionable in 2011.. a big stuff in asia, renewall through virtual reality
  21. 21. Winner take all ?
  22. 22. Affiliation model
  23. 23. Payment and virtual currencies
  24. 24. Data and API
  25. 25. Newcomers
  26. 26. Competitive issue
  27. 27. Multihoming

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