Social Media’s Impact on the Diffusion of Innovations<br />Nine Open Questions<br />Emanuel Rosen<br />Celebrating the Men...
Everett Rogers<br />1931 - 2004<br />
Facebook is not changing human nature, but…<br />
Agenda<br />9 Concepts in Diffusion Theory<br />Small-group discussion: <br />	How is each concept affected by social medi...
“Innovations that are perceived by individuals as having greater relative advantage, compatibility, trialability, observab...
Guidelines for group discussion<br />Think about three points in time: <br />1991, 2011, 2031<br />Assume that social medi...
9 Concepts<br />Perception of relative advantage<br />Compatibitity<br />Trialability<br />Observability<br />Complexity<b...
Do we know more about the relative advantage of an innovation?<br />1. Perception of relative advantage<br />
With previously introduced ideas (p. 243)<br />With past experience<br />With needs of adopters<br />With values and belie...
3. Trialability<br />Is it easier to “try” products today? <br />http://www.youtube.com/watch?v=Pf3z935R37E<br />
4. Observability<br />Social media give us more opportunities to observe others. What are the implications?<br />Items des...
5. Simplicity vs. complexity<br />Now that so many people can explain stuff to us, is simplicity still important?<br />
6. Homophily and tie strength<br /><ul><li>Homophily is described as a barrier to diffusion. What is social media’s impact...
7. Re-invention<br />Co-creation is an important part of social media. How does it affect diffusion?<br />West Coast WikiC...
Rubik Cube Solver<br />
8. Opinion Leaders<br />Will opinion leaders become more or less important with the rise of social media?<br />New Quora u...
9. Diffusion Categories and S-curve<br /><ul><li>What will happen to adopter categories and to the S-Curve?</li></ul>Sourc...
Some thoughts about the future<br />Connections<br />Noise<br />Things connected<br />Smart  help<br />
Keep in touch<br />emanuel.rosen@gmail.com<br />www.facebook.com/AnatomyOfBuzz<br />www.emanuel-rosen.com<br />@EmanuelRos...
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Diffusion and social media march 2011 Ohio u

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An introduction to a workshop on social media's impact on the diffusion of innovations.

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Diffusion and social media march 2011 Ohio u

  1. 1. Social Media’s Impact on the Diffusion of Innovations<br />Nine Open Questions<br />Emanuel Rosen<br />Celebrating the Mentorship<br />and Scholarship of Dr. Everett Rogers<br />Ohio University, March 4th, 2011<br />
  2. 2. Everett Rogers<br />1931 - 2004<br />
  3. 3. Facebook is not changing human nature, but…<br />
  4. 4. Agenda<br />9 Concepts in Diffusion Theory<br />Small-group discussion: <br /> How is each concept affected by social media?<br />Reports from groups<br />Conclusion<br />
  5. 5. “Innovations that are perceived by individuals as having greater relative advantage, compatibility, trialability, observability, and less complexity will be adopted more rapidly than other innovations.”Everett M. Rogers, Diffusion of Innovations<br />
  6. 6. Guidelines for group discussion<br />Think about three points in time: <br />1991, 2011, 2031<br />Assume that social media will continue to grow<br />Find an example<br />Tangible innovations as well as virtual ones.<br />Don’t assume that we know every tool. Explain.<br />Go beyond “It will speed up diffusion”<br />Be specific<br />
  7. 7. 9 Concepts<br />Perception of relative advantage<br />Compatibitity<br />Trialability<br />Observability<br />Complexity<br />Homophily and tie strength<br />Re-invention<br />Opinion leaders<br />Diffusion categories and S-curve<br />
  8. 8. Do we know more about the relative advantage of an innovation?<br />1. Perception of relative advantage<br />
  9. 9. With previously introduced ideas (p. 243)<br />With past experience<br />With needs of adopters<br />With values and beliefs<br />2. Compatibility<br />http://www.mathlete.com/portfolio/wakeNbacon.php<br />
  10. 10. 3. Trialability<br />Is it easier to “try” products today? <br />http://www.youtube.com/watch?v=Pf3z935R37E<br />
  11. 11. 4. Observability<br />Social media give us more opportunities to observe others. What are the implications?<br />Items described as “my new gadget” on Flickr. Notice some home-based products<br />
  12. 12. 5. Simplicity vs. complexity<br />Now that so many people can explain stuff to us, is simplicity still important?<br />
  13. 13. 6. Homophily and tie strength<br /><ul><li>Homophily is described as a barrier to diffusion. What is social media’s impact on homophily?</li></ul>Nun expelled from convent because she spent too much time on Facebook<br />
  14. 14. 7. Re-invention<br />Co-creation is an important part of social media. How does it affect diffusion?<br />West Coast WikiConference in San Francisco celebrate the 10th anniversary of Wikipedia.<br />
  15. 15. Rubik Cube Solver<br />
  16. 16. 8. Opinion Leaders<br />Will opinion leaders become more or less important with the rise of social media?<br />New Quora users in 12/10 1/11. Source: Quora + Techcrunch<br />http://techcrunch.com/2011/01/05/quora-surge/<br />
  17. 17. 9. Diffusion Categories and S-curve<br /><ul><li>What will happen to adopter categories and to the S-Curve?</li></ul>Source: Wikipedia.<br />
  18. 18. Some thoughts about the future<br />Connections<br />Noise<br />Things connected<br />Smart help<br />
  19. 19. Keep in touch<br />emanuel.rosen@gmail.com<br />www.facebook.com/AnatomyOfBuzz<br />www.emanuel-rosen.com<br />@EmanuelRosen<br />Don’t miss tonight’s film!<br />

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