An assessment of social media business models and strategic implications for future implementation英文资料.pdfVIP

Diploma in Advanced Strategy University of Oxford (Saïd) Business School An Assessment of Social Media Business Models and Strategic Implications for Future Implementation July 2010 Jeanette Carlsson, New Media Leader, Communications, IBM Global Business Services An Assessment of Social Media Business Models and Strategic Implications for Future Implementation Abstract This paper examines the growth of social media, their Key technology, media and organizational (TMO) shifts usage and value creation with future implications. A shaping the industry are analysed and implications review of current social media models and relevant drawn for the future of the industry, player strategies, academic literature, supported by interviews with lead- business models and value creation. ing social media executives and thought leaders for The paper concludes that scale, learning, differentia- this paper, shows broad diversity of categories, players tion, (open) innovation and complementary players/ and applications. resources are critical to sustaining competitive advan- The paper examines the main categories, business tage, and will drive sector realignment/consolidation, models and usage by different players (social net- including across sectors (e.g. social media/mobile). works, advertisers/brands, businesses), drawing on The key threats to current (mainly advertising-based) early industry examples, including those that have business models come from monetization challenges failed