MARKET REGULATION THROUGH WEB 2.0 TOOLS CARLOS ANDRES OSORIO TORO - - PowerPoint PPT Presentation

MARKET REGULATION THROUGH WEB 2.0 TOOLS

CARLOS ANDRES OSORIO TORO MSc

COLEGIO DE ESTUDIOS SUPERIORES DE ADMINISTRACION CESA

Schedule

• Theoretical framework

– Market regulation – Web 2.0

• Cases

– Youtube – Facebook – Twitter

• Conclusions

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Market Regulation

Monopoly Not apply Oligopoly Perfect Competence Monopolistic Competence One A Few A lot No Si ¿Are the products differenced? ¿How many producers are there?

Figure 1 Tipos de estructura de mercado (KRUGMAN, 2007)

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Perfect Competition

• Conditions

– Large number of buyers and sellers – Homogeneous products – Free entry and exit of the firms – No government regulation – Uniform price

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Web 2.0

Figure 2 Mapa de la web 2.0 (Fumero & Roca, 2007)

Folksonomies

• Collective Knowledge: Each user post content related to

their interest (Definitions, links, manuals, etc) that can be complemented by other users. For instance the wikis oe del.icio.us (social bookmarking) or Taringa (Collective intelligence)

• Social Content: Each user make post personal stuff as

video, photos, links, or comments that share with their friends or the entire network, whose can give their approbation through votes or comments. The most known sites are YouTube, Flickr, Facebook o Twitter.

• Opinion: In these sites, the users post their opinions on

variable length, where talk about all kind of topics, each entry are a log: blogs =weblog, vlogs = video logs) o los podcast = audio.

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Youtube

• Content: Audiovisual
• Case : United breaks

guitars

– Cause: Bad service – Effect: stock prices decrease 10 % equivalent to 180 million dollars

Movement Strength Effect on the producer Time

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Facebook

• Content : Mostly text and

photo in Groups, pages and events.

• Case: Earth hour

– Cause: regulate energy consume – Effect: turn off the lights 1 hour in every country

• Case: Social experiments

– Cause: various.

• Six degree experiments
• Beating records
• Colombia soy yo
• Like / Dislike groups

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Movement Strength Effect on the producer Time

Twitter

• Content: text of 140

characters about all topics

• Case: #InternetNecesario

– Cause: Internet taxes in México – Effect: Not to charge the tax

• Case: @Dell

– Cause: Computer Outlet sales – Effect: Incomes of $6.5 million dollars

• Case: @twelforce (Best buy)

– Cause: Customer services – Effect: Better relationship with the costumer

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Movement Strength Effect on the producer Time

What ‘s Next

• Quantitative analysis

– Sources:

• primary sources :

– Facebook FQL. Querys to the database – Twitter searches – Youtube searches

• Secondary sources

– Facebakers – Twitterholic – Blogs

– Expected results:

• Time to have the biggest impact depending the web 2.0 tool
• Common characteristics of the most important movements
• Establish actors and relationships according the social network

analysis.

• Model to design web 2.0 strategies that really works

Conclusions

• Is important to identify a common cause, situation or

feelings in the people to have a lot of followers.

• The users are motivated by the biggest groups, “social”

causes and trends. Viral marketing.

• The web 2.0 is useful as indicator to measure the campaign

probability of balance the market conditions following the positive correlation between the amount of followers and the effect on the other side (producers or clients).

• Who is in the group affect the credibility and the impact of

the movement

• Movement only work once. Replicate the idea doesn’t

works.

• Web 2.0 works as autoregulator media for the market.

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