The Social Media Landscape


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Pew Internet Director Lee Rainie was asked to present about the state of social media, in particular how non-profit groups might think about using social media to promote their missions. He cites the newest data from Pew Internet Project surveys and describes how the “messaging environment” for non-profits is changing. He also describes how digital technologies affect the operations and outreach strategies of members of organizations. More:

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  • The info ecology changes thanks to rise of internet/broadband. Volume of information rises 20-30% per year. Never had anything close to this in human history. Velocity of information increases, especially in groups. Personally relevant news speeds up as people customize personal feeds, alerts, listservs, group communications. Vibrance of information/media increases as bandwidth increases and computing power grows so media experiences become more immersive and compelling Valence/relevance of information grows in the era of the “Daily Me” and “Daily Us” and custom feeds. 2 mins
  • Perhaps biggest change in info ecology is the democratization of media – and proliferation of niches. The Long Tail becomes reality for media and brands.
  • The Social Media Landscape

    1. 1. The social media landscape Lee Rainie, Director, Pew Internet Project 9.20.11 Rita Allen Foundation Email: [email_address] Twitter: @Lrainie
    2. 2. Digital Revolution 1 Internet (78%) and Broadband at home (61%) 64% 61%
    3. 3. Consequences for info ecosystem <ul><li>Volume </li></ul>Velocity Valence / Relevance
    4. 4. Consequences for info ecosystem Explosion of creators and niches
    5. 5. Digital Revolution 2 Mobile – 83% 96 % 90% 85% 58%
    6. 6. Mobile internet connectors – 59% adults 62% 59% 55%
    7. 7. 35% own “smartphones”
    8. 8. Cell phones as connecting tools <ul><li>% of cell owners </li></ul><ul><li>64% send photo or video </li></ul><ul><ul><li>Post video 25% </li></ul></ul><ul><li>55% access social net. site </li></ul><ul><li>30% watch a video </li></ul><ul><li>11% have purchased a product </li></ul><ul><li>11% charitable donation by text </li></ul><ul><li>60% (of Twitter users) access Twitter </li></ul>2/22/2011
    9. 9. Consequences for information ecosystem Anywhere Any device Presence Place Any time Alone together
    10. 10. Digital Revolution 3 Social networking – 51% of all adults
    11. 11. Consequences for information ecosystem <ul><li>Allows for immediate, spontaneous creation of networks </li></ul><ul><li>Gives people a sense that there are more “friends” in their networks that they can access when they have needs </li></ul>2/22/2011 Social Dashboard Pervasive Awareness
    12. 12. Social networks and social media become more important in people’s information flows
    13. 13. What does this mean? <ul><li>1) Social networks are more influential and are differently segmented and layered </li></ul>Sentries
    14. 14. What does this mean? Evaluators 1) Social networks are more influential and are differently segmented and layered
    15. 15. What does this mean? <ul><li>1) Social networks are more influential and are differently segmented and layered </li></ul>Audience = New media are the new neighborhood
    16. 16. Social networks and social media become more important in community building and maintenance
    17. 17. Groups in America <ul><li>40% church, spiritual groups </li></ul><ul><li>24% sports for self or children </li></ul><ul><li>24% consumer groups </li></ul><ul><li>22% charitable or volunteer orgs </li></ul><ul><li>20% professional or trade groups </li></ul><ul><li>19% neighborhood associations </li></ul><ul><li>18% illness groups or personal situation </li></ul><ul><li>17% hobby groups or clubs </li></ul><ul><li>15% national or local organizations </li></ul><ul><li>15% political parties </li></ul><ul><li>14% alumni associations </li></ul><ul><li>13% parent groups </li></ul><ul><li>11% literary, study groups </li></ul><ul><li>10% arts groups </li></ul><ul><li>9% are active in fan groups sports </li></ul><ul><li>9% are active in youth groups </li></ul><ul><li>8% labor unions </li></ul><ul><li>8% fraternal clubs, sororities/fraternities </li></ul><ul><li>7% environmental groups </li></ul><ul><li>7% sports fantasy leagues </li></ul><ul><li>7% veterans organizations </li></ul><ul><li>6% gaming communities </li></ul><ul><li>6% fan groups celebrities </li></ul><ul><li>5% ethnic or cultural groups </li></ul><ul><li>5% travel clubs </li></ul><ul><li>4% farm organizations </li></ul><ul><li>3% in fan groups for company/product </li></ul><ul><li>3% “other” </li></ul>
    18. 18. Social side of internet – participation in 27 kinds of groups
    19. 19. Impact on “my” group participation
    20. 20. The role of the internet in achieving group goals
    21. 21. Other impacts of internet <ul><li>46% of the internet users who are active in groups say the internet has helped them be active in more groups than would otherwise be the case. </li></ul><ul><li>24% of those active in groups say they discovered at least some of their groups on the internet. </li></ul><ul><li>23% of internet users say the technology allows them to spend more time with their groups. </li></ul>
    22. 22. Social media and groups <ul><li>48% of those who are active in groups say that those groups have a page on a social networking site like Facebook </li></ul><ul><li>42% of those who are active in groups say those groups use text messaging </li></ul><ul><li>30% of those who are active in groups say those groups have their own blog </li></ul><ul><li>16% of those who are active in groups say the groups communicate with members through Twitter </li></ul>
    23. 23. What this means for organizations <ul><li>New pathways to members and stakeholders - news and mobilization </li></ul><ul><li>New ways to find and celebrate acolytes/ambassadors </li></ul><ul><li>New ways to be challenged by competitors and critics </li></ul><ul><li>New ways to upbraided by the aggrieved </li></ul>
    24. 24. Are hot new gadgets and apps evident now?
    25. 25. Are hot new gadgets evident now? Hot gadgets and apps that will capture the imagination of users in 2020 will often come “out of the blue” and not have been anticipated by many of today’s savviest innovators. 81% experts 80% full sample The hot gadgets and applications that will capture the imagination of users in 2020 are pretty evident today and will not take many of today’s savviest innovators by surprise. 16% experts 17% full sample
    26. 26. Themes <ul><li>iPhone, iPhone, iPhone </li></ul><ul><li>Innovation ecosystem will change: bandwidth / processing </li></ul><ul><li>Still, there are basic trends evident now and some groundwork that has been in place for years that will yield innovation. </li></ul><ul><ul><li>The internet of things - sensors proliferate </li></ul></ul><ul><ul><li>Mobile connectivity and location-based services grow </li></ul></ul><ul><ul><li>Bigger/thinner screens -- 3D displays </li></ul></ul><ul><ul><li>“ Consolidated,” all-purpose gadgets and apps </li></ul></ul>
    27. 28. <ul><li>Thank you! </li></ul>