Social Media 101
Let’s talk

Concepts

Openness
Mi casa es su casa

Interaction Discussion, relationships,
reputation, conversation

Interoperable & Mashable
Greater than the sum
of the parts

Google Juice!

Identity 2.0
Who are you?
Can I trust you?

Social media is more human

Personal
Direct access

User Behavior
What do people do with social media?

Social Technographics spectrum
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Source: Forrester Research

Social Technographics spectrum
Creators
Critics Not participating in social media
currently
Collectors Question: why is that? Are they not
online, or is social media intimidating?
Joiners Examine the trend: inactives are
dropping. Social media is much
Spectators “friendlier”. Q: how many grandparents
are using social media?
Inactives
Source: Forrester Research

Social Technographics spectrum
Creators
Critics Read blogs
Listen & watch podcasts
Collectors Read online forums related to their
interests
Joiners
Read customer ratings & reviews (e.g.
Spectators Amazon.com book reviews)
Inactives
Source: Forrester Research

Social Technographics spectrum
Creators
Critics Maintain their profiles on one or more
social networking sites
Collectors
Visit and view social networking sites
Joiners Are willing to sign up for news
aggregators or use RSS
Spectators
Inactives
Source: Forrester Research

Social Technographics spectrum
Creators
Critics
Use RSS feeds to read web content
Collectors “Votes” for web sites
Joiners Adds tags or other metadata to sites,
web pages, or other media
Spectators
Inactives
Source: Forrester Research

Social Technographics spectrum
Creators
Critics
Post ratings/reviews of products or
Collectors services
Comment on blogs, forums, & online
Joiners communities such as wikis
Spectators
Inactives
Source: Forrester Research

Social Technographics spectrum
Creators
Critics Publish a blog or web pages
Upload videos they created
Collectors Upload audio/music or podcast they
created
Joiners
Write articles or stories & post them
Spectators Manage discussions about their
content
Inactives
Source: Forrester Research

3/4 of US
online adults
now use
social tech

What networks are most popular?
It depends on where you are.

Social Media dominance by country (2007)

What kinds of sites are “social”?

Social Media Portals
It’s all in there

Orkut
Bebo
Hi5
LinkedIn
Ning
Plaxo
Crowdvine
Xing
Social Media Portals

Status Updates
What R U doing?

Identi.ca
plurk
Rejaw
Yelp
Jaiku
Utterli
Status Updating Services

Media Sharing
ROTFL Watch This!

Blip.tv
Vimeo
Metacafe
Viddler
Mogulus
Media Sharing

Zoomr
Smugmug
Facebook
MySpace
Media Sharing

iLike
Pandora
Odeo
Blip.fm
Media Sharing

Blogging Platforms
ReadMe

Link Sharing & Tagging
Where was that site…?

Digg
Technorati
del.icio.us StumbleUpon
Reddit
Link sharing

del.icio.us /wazungu

del.icio.us

Allan’s tagged content on del.icio.us/wazungu

It’s a matter of degrees
Communities spring up inside sites like
Amazon or the iTunes Store.

Values
Personal & corporate attitudes that succeed
in social media spaces

Values
Sincerity & Authenticity

Values
Individual focus

Values
Community, both online and local
neighborhood

Values
Mission: a cause, whether global, local, or
individual/personal

A social media story
My grandfather’s funeral

Col. Jack Bates
setaB kcaJ .loC

“I was the Non-
Commissioned
Officer in charge
for your
grandfather's
funeral. I want to
say that I was
honored to be a
part of it. ”

A letter from Chris
is reminded me that I have
a perhaps strange requt. I'll
be
heading to a h sandy place for
a ile in a few months. If
somhing haens would you
come out to the memorial and
take
piur for Trellis and the b
s? I am sor t  preing all my
memorial, will, lers, c. just
in case. I'm n too woied ab
out
it, and it's a ways , but I need
to g them s up just in case.
You would be one  the people
I would most want my wife to
me. Soy about being all melo
dramatic, just the nature  th
e
situation I gu. -Chris

How is “story”
important to us?

Do our online
interactions provoke
discussion & passion?

What opportunities do
social media offer us?