Decentralized online social networks, spatial properties of location based social networks, and geo-social cascades research

Three papers for your geeky enjoyment (all .pdf):

Online Social Networks: Status and Trends is a great summary of current research and opinions regarding the current and future status of social networking. Section five has an interesting discussion of decentralized online social networking services and applications.

And here’s some excellent work, creativity, and analysis from University of Cambridge, University of St. Andrews, and Imperial College London researchers:

First, Socio-spatial Properties of Online Location-based Social Networks, which is a total geek special and offers a detailed analysis of the spatial properties among users of Brightkite, Foursquare and Gowalla. Here’s a peek inside:

We provide evidence that mechanisms akin to gravity models may influence how these social connections are created over space.

[Gravity models] have long been used to model connections in spatial networks such as trade flows across countries[.]

Second, Track Globally, Deliver Locally: Improving Content Delivery Networks by Tracking Geographic Social Cascades delves into how tracking geographic social cascades could aid in the development/exploitation of…

[P]re-fetching of Web content, caching of normal HTTP traffic, datacenter design and placement and even to devise security mechanisms.

This research also relates to a better understanding of social cascades generally (i.e., understanding how information flows through links in social networks) and improving the performance of content distribution networks.

 

Web app versus native app, nexus with email marketing basics

Summary of three articles focusing on the battle over whether to deploy native apps or web-based apps and where email marketing fits in the mix.

Will mobile apps soon be dead? What’s not so black and white about the “native versus web app” debate? Each article makes great points relative to each side of the argument. The most prescient point, and one that I think will gain the most traction over the next few years, is the concept of hybrid apps; that is, web-based apps that leverage downloadable features.

App withdrawal? This article focuses on keeping a mobile strategy focused on business-building basics. And the “basic” the article chooses to focus on is: email marketing. The author makes a simple, salient point: ensure that any email campaign you execute is mobile viewable (including sites relying on outbound links from the source email). Email marketing may still be an ugly stepchild when compared her app sisters, but it still drives relatively high conversion metrics if properly deployed. The article includes great email-to-mobile marketing tactics.

Favorite quote from the articles:

“[F]or every ‘Angry Birds,’ there are 1,000 angry developers.”

Related post:

Collaborative CRM strategies and concepts

 

 

Research from CISCO, innovation in business intelligence services, and predictive Web data mining

Below are three articles discussing emerging analytical theories on the nexus between Web+Social+Mobile:

Executive Primer: CISCO CIO Summit (.pdf): Excellent primer on how The Cloud, generally, is affecting enterprise IT strategic direction. Two gems: Chapter 6 “Together, the Customer Is Everywhere and Everyone” and Chapter 10 “Scenario Planning: Are You Ready?”.

Business Intelligence 2.0:  Are we there yet? (.pdf): Excellent paper focusing on innovation in business intelligence; includes and excellent benefits analysis chart.

Toward Emerging Topic Detection for Business Intelligence: Predictive Analysis of ‘Meme’ Dynamics (.pdf): This is for analytical geeks only (:-D). The paper discusses the problem of monitoring the Web to spot emerging memes. Essentially, using predictive algorithms to tease out future memes, which would be useful to brand managers in terms of seeding current campaigns with flavors of the future as dictated by the algorithm. The risk is that it can get a bit tautological.