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Early Adopter Bias
USA China India World
Update personal weblog 16% 61% 36% 28%
Upload to video sharing website 18% 46% 45% 29%
Upload to a photo sharing website 32% 56% 49% 39%
Manage profile on a social network 35% 56% 59% 48%
Subscribe to a RSS feed 14% 44% 37% 26%
Download a podcast 22% 65% 49% 36%
Read blogs/weblogs 51% 84% 77% 63%
Watch video clips online 63% 84% 80% 75%
Number of internet users (millions) 100.0 61.0 17.8 475.0
Attitudes towards sociability, privacy and trust.
Source: Universal McCann, 2008; Active Internet Users, Age 16-54; Last Month
No Global SNS Preference
Facebook MySpace Orkut Xiaonei Vkontakte Hi5
Source: Oxyweb based on Alexa data, 2008
China: Parallel Web Universe
Hat Tip: Shel Israel (http://redcouch.typepad.com/weblog/2008/11/chinas-top-web.html )
China: Comsenz Build a SNS
India: SMS GupShup Group SMS
Three Mantras of Social Media
The future has already arrived. It’s just not evenly
Technology determines what is possible and what isn’t;
society chooses what happens and what doesn’t.
The tools are transient; the value system is here to stay.
Digital Activism in Three Steps
Listen/ Understand: Aggregate public opinion and flag flash
Engage/ Energize: Use virality, modularity and granularity
to build a grassroots movement.
Bridge: Use both new media and mainstream media to
translate online engagement into offline action.
Let’s stay in touch
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