Study Case

Timing of Entry
From SixDegrees.com to Facebook:
The Rise of Social Networking Sites

Group 12:
1. Gloria Esther Tuwo
2. Putu Ayu Cindy Kusumayanti
3. Qu Yumeng (Shirley)
1. Briefly describe the case
Stanley Milgram's
discovery of "six degrees
of separation "inspired
first social networking
site - SixDegrees.com in
1997, but it soon shut
down in 2000. 01
Next big website is Friendster
(2003), its new features attracted 7
million users, but its infrastructure
was not developed that far, which
made it get a lot of complaints and
members fled to other websites like
MySpace (2003).
02
MySpace offered space for
blog, photos and ability to
listen to music, also everyone
could see your profile. Its $900
million advertising deal with
Google caused the site to run a
lot of ads that annoyed users.
03
 1. Briefly describe the case
Meanwhile Facebook was
developed, it first only for
Harvard students and public in
2006. Facebook has cleaner site,
better reputation for safety,
restrict who could see your site
and adaption to wishes of
market. It became popular
among people aged 18 to 30. In
2007, Facebook begins offering
advertising and grows at an
amazing speed. MySpace lost
users and concentrated on
"social entertainment".
04
In 2011, Google
Twitter was a
launched Google+ to
“microblogging” site. It
compete directly against
launched in 2006 and
Facebook. By 2015,
famous in 2007 at There were many other
Google+ had 2.2 billion
conference in Texas. By social networking sites,
profiles posted online,
2012, Twitter had 112 but none as famous as
but only 300 million
million active users. It MySpace or Facebook.
users were active.
has impressive growth,
but many observers did
07
not believe it posed a
serious threat to
06
Facebook.
05
2. Why did the first social
networking sites fail?

lack of
attractive
the low functionality
participation
rate the pioneer site
lack of maturity lacked
of the platforms experience
lack of funds
lack the
understanding of
its members' wants,
needs, and
expectations
3. What should they have done to
survive?
Marketing research to launch plots, and
01 explore what was "enough " privacy.

Report growth of networks to

02 convince on investment.
 Show
Network
Map Permission
to view
which pages Lack of
sufficient
servers
 Blogging,
upload photos,
Profile play music
viewable

Not widely
users
Many
advertising
sites
Wide users : 18-30

Growing awareness of social

networking

Better Privacy Setting

4. Why was MySpace more
successful than Friendster?
Friendster’s
problem
with the
Load
MySpace
delays
Modified
Friendster
features and
provide
sufficient server
5. What made Facebook able to
overtake MySpace?
MySpace annoy user with a lot
of advertisements and not
widely users.

Facebook has less

advertisements at the first
3 years, widely users and
as platform to corporations
and provide better privacy
settings
6. Describe the high "switching costs" that made users
stay in a social networking site (and not want to move
to another site).

Reveal
privacy data

Networking

Full of Memories
7. Do you think Google+ will overtake Facebook? If yes,
what are the key success factors? If not, please explain why
not?

Google+ overtake Facebook?

7. Do you think Google+ will overtake Facebook? If yes,
what are the key success factors? If not, please explain why
not?

Socializing
social media

Facebook in 2019
almost reach 2.5 billion
monthly active user.
Thank you