A full overview of Social Media: a research adventure

social media a full overview of social media - a research adventure © TOTAL IDENTITY 2010 Total Active Media Total Identity 1 Martijn Arts

Contents - what do I want to find out in this research? 1. Is there a structuring principle of a social media profile - how can you plot someone’s profile? 2. Is there a scale to describe the extend of a person’s online profile - What defines a real expert? 3. Is there a valid structured way to improve a social media profile - What proven path to take? 4. Is there a default professional social media mix - What is the best corporate advice I can give? And everything I wanted to know about social media but was afraid to ask... © TOTAL IDENTITY 2

Let’s start with some questions about social media... “how much do you know?”

2. What do they do? Answers 1. What is the name that belongs to these logos? 1. Wordpress, StumbleUpon, Lastfm 2. contentmanagementsystem and blog platform, personalized recommendation engine, music website and What are these? Question 1. Social Media webradio

Question 2. Applications into one messenger 3. Integrates MSN, ICQ, Google Talk and other messengers What is this? 2. Messenger 1. Adium 1. What is the name of the application? 2. What is the name of the type of application? Answers 3. What is special about it?

3. How many Google sub-brands do you know? 2. When were shares ﬁrst sold? Answers 1. When was the company founded? 1. 1998 2. 2004 3. search, analytics, alerts, docs and speadsheats, adsense, in Google is everywere! a box, adwords, wave, maps, gmail, ... but also YouTube and Question 3. Google Picasa

4. MySpace Question 4. Facebook 3. Yes (since 2009) Next champ 2. ≈ 400,000,000 1. > 160,000,000 Answers 1. How many members does Facebook have? 2. How many unique visitors a month? 3. Is this the biggest user base in the world? 4. What is the second?

Wave #wave, Swineﬂu #swineﬂu, Haiti #haiti Question 5. Twitter #iranelection, Michael Jackson (stopped Internet), Google 4. Lance Armstrong, Obama #inaug09, Iran #pman / The twitter-effect 3. Nothing 2. No 1. What was the growth of Twitter in 2009? 2. Is Twitter still growing? 1. 577% Answers 3. What is technologically unique to Twitter? 4. What are the biggest Twitter events until now?

4. What is the education level? 3. What is the average income? 2. How many over 34 years old? Answers 1. More men or more women? 1. 50/50 2. 68% (oldest population of all social networks) 3. ≈ $ 75.000 (highest of all social networks) Professional isn’t it? Question 6. LinkedIn 4. 50% bachelors or higher degree (highest of all social networks

Well, so much for what we know. This is an image of a brief history of social media. Starting with a postal service in Persia and ending - for now - with the hype of 2009, Twitter.

This is just a dump of all social media websites and services that I use or know instantly. I probably forget a lot but this is just to show that there are a lot of social media websites. Too many...

In this overload of social media websites and services I felt the need for a structure. Some way to structure this overload.

I introduced the ‘ruler of online DNA’. The ﬁrst number is “Internet” and is not shown. After that all social media are ordered in columns, every row shows one image extra. 2 3 4 5 6 7 8 9 RULER OF ONLINE DNA

In this ruler of online DNA I placed all social media websites and services that I use personally or have an account for. I ordered it by importance to me. That includes frequency of use as well as 2 3 4 5 6 7 8 9 relevance to me professionally. ONLINE DNA VAN MARTIJN ARTS

Not all websites and webservices are used actively. Here you see that I use fourteen of the actively. 2 3 4 5 6 7 8 9 ACTIVE USE PASSIVE USE ONLINE DNA VAN MARTIJN ARTS

For many of the social media websites and webservices I only have an account. I rarely use it but I know what it is and what it is for. 2 3 4 5 6 7 8 9 ACTIVE USE PASSIVE USE ONLINE DNA VAN MARTIJN ARTS

I introduce a scale here. Just state the amount of active columns - here 5 - and the total amount of columns. This scale states your total 5:9 knowledge as well as your active use. 2 3 4 5 6 7 8 9 ACTIVE USE PASSIVE USE ONLINE DNA VAN MARTIJN ARTS

My personal scale is 5:9. This can be compared to other users or experts. By doing this you can compare your personal expertise on social media to that of others. Also, you can use it to separate the wannabees from the experts. 5:9 You ONLINE SCALE OF MARTIJN ARTS

But not all social media is used for the same purpose. Social media is actually a container word. Let’s try and identify some of these different purposes.

We now have some basic knowledge of what is social media and how you can structure it and talk about it. 5:9 2 3 4 5 6 7 8 9 ONLINE DNA VAN MARTIJN ARTS

In this image I clustered all social media websites and webservices together. Just based on gut feeling.

After this I tried to visualize the connections between all these social media websites and webservices. Nice to see that my tweets are integrated on Facebook, LinkedIn, et cetera.

Based on connections and gut feeling I clustered all social media websites and webservices and named them. This resulted in six agg clusters. reg ati e m es sa ging sources g arin ﬁlesh dia l me ia soc social networks

The result is the so-called social media flower. The flower is used as a visual because in social media I strongly reccommend” “let a messaging aggregation thousand flowers grow” and also “everyone needs to blossom”. sources filesharing You networks media

The flower has six petals that show the six clusters. In these clusters all social media that I use are shown. But some of these clusters are not messaging aggregation so important anymore and some are only clusters because I made no decision. The flower is the result of an (uncontrolled) evolution. Not a strategy. sources filesharing You networks media

But before I continue the question rises: “what’s in it? Why spend - or waste - so much time on these social media?”. I wil try and show the power of social media by presenting a recent and personal case of publishing a presentation on slideshare.

Journey of my presentation: WEB 3.0 “a simple and visual explanation” This graph shows what actions were taken in publishing and promoting this presentation. The idea for this graph is drawn from the “journey of a tweet” by ngonlinenews.com and “the social Published by others to: media effect” by compete.com. totalactivemedia.nl contacted opinion leaders Published manually to: Published automatically on: Posted by others to: personal section; 18 followers pers. proﬁle; 458 connections retweeted multiple times Published automatically on: Published by others to: Posted manually to: personal proﬁle; 76 followers homepage - featured section personal section; 403 followers RESULTS Posted manually to: 3933 views on slideshare four new 44 favs on slideshare personal section; 403 followers customers 23 embeds via slideshare 4 times most tweeted on slideshare 1 time posted as featured on slideshare Manually actions by: > 1.500 times viewed on Frankwatching e-mail (signature) 3 x as much views on totalactivemedia.nl reaching customers / partners Published manually to: Udated automatically by: Manually actions by others: embedded in blogs embedded the slideshare and therefore indexed 23 embeds Published by others to: Posted by others to: Posted manually to: Manually actions by: e-mail and iPhone home - most tweeted section retweeted multiple times personal section; 403 followers contacted (5) opinion leaders

The result is not only four new customers and quite some PR. The result is also that the deﬁnition of web3.0 on Wikipedia is ours. This shows our thought leadership. We helped to deﬁne the next stage of the web... WIKIPEDIA ENTRY BY MARTIJN ARTS

So social media is important. But how to start using it strategically in stead of evolutionary....

I came to the idea that I need to follow the principles of an innovation process in stead of just talking about communication. Communication equals innovation when talking about social media. innovation process

In this image you see the traditional description of all phases. Social media helps you to change in a changing environment. It also helps you to stay effective. Your ideas or results are continually evaluated by Phase 6. Phase 1. “the cloud”. Evaluation Intelligence Evaluation is often forgotten. This is a Traditionally desk research is done. Online shame because evaluation generates a lot research is now common, looking for data of intelligence that is necessary for future and new developments. Talking to others, processes. Traditionally evaluation was calling and emailing helps to get to know done by periodical market research. “what’s new”. Phase 2. Phase 5. Network Dialogue innovation For each innovation and communication Dialogue is necessary to improve. This holds also for all publications. Traditionally people process goal a network or target audience needs to be identified. Also, the staff needs to be communicate with collegues of with others, examined. Traditionally external market e.g. on formal events. research is done and CRM and database marketing is used. Phase 4. Phase 3. Publication Operation After finishing work, the result needs to Practical operation normally is not be published and archived. Normally connected woth the communication people store data on the company department. Everybody works with their network. Publication is only for those who own tools. Some standard like Microsoft are involved. Office. Other tools are more speacialized.

The innovation process also matches on the learning styles by Kolb (in reversed reflexion direction). It is now easy to find a test that results in your favorite quadrant.. Quadrant 2. Quadrant 1. Analysis “denker” Explore “dromer” People with an Assimilating learning style are Kolb called this style 'Diverging' because less focused on people and more interested these people perform better in situations in ideas and abstract concepts. People with that require ideas-generation, for example, this style are more attracted to logically brainstorming. People with a Diverging sound theories than approaches based on learning style like to gather information. practical value. These learning style people is They are interested in people and tend to important for effectiveness in information be imaginative and emotional. People with and science careers. In formal learning the Diverging style prefer to work in situations, people with this style prefer groups, to listen with an open mind and to readings, lectures, exploring analytical receive personal feedback. models, and having time to think things through. Kolb’s learning Test. Learning styles Kolbs Learning Styles conceptualization www.vergouwenoverduin.nl/Testen_Kolbtest.html experience Styles www.123test.nl/leerstijl Quadrant 3. Quadrant 4. Decide “beslisser” Act “doener” People with a Converging learning style are People with an Accommodating learning best at finding practical uses for ideas and style will tend to rely on others for theories. They can solve problems and make information than carry out their own decisions by finding solutions to questions analysis. This learning style is prevalent and and problems. People with a Converging useful in roles requiring action and initiative. learning style are more attracted to People with an Accommodating learning technical tasks and problems than social or style prefer to work in teams to complete interpersonal issues. A Converging learning tasks. They set targets and actively work in style enables specialist and technology the field trying different ways to achieve an abilities. People with a Converging style like objective. to experiment with new ideas, to simulate, and to work with practical applications.. experientation

In this image I plotted social media websites and webservices on this innovation process. In grey all websites and webservices that I evaluation intelligence already use and in orange the ones that I do not use yet. Google Analytics Google Alerts Twittercounter Delicious Unilyzer StumbleUpon Scoutlabs Digg Twitter LinkedIn GoogleWave innovation Facebook dialogue Socializr process Hyves network LinkedIn Ning Groups Slideshare (prezi) Google Docs YouTube (Flickr) WeShare (dropbox) WordPress (blogger) iGoogle Scribd (docstoc) TWiki publishing operation

I have to try all these new websites and webservices in order to be a good advisor. You (the reader) and others can stick to the clusters or evaluation intelligence petals that you like best. Social media use should be based on personal preferences. dialogue network + Martijn Arts publishing operation

So now this will be my new online DNA. I will have tried more websites and webservices and will be actively involved with more than 7:10 before. My DNA will increase and hopefully also my expertise... 2 3 4 5 6 7 8 9 10 ACTIVE USE PASSIVE USE ONLINE DNA VAN MARTIJN ARTS

My new personal scale is 7:10. I think I can be called an expert now. But by the way: For me, my scale has now increased, both for active use as well as passive use. For many others I would advice to actively use less in stead of more. Just use it well. 7:10 You ONLINE SCALE OF MARTIJN ARTS

But enough about me and my personal research. Now over to the rest of the world. I will present some images made by others that show demographics of social media. I adapted most of them to be more applicable to Dutch professional use.

Overview of October Social Networks 2008 Top5 March plotted on a world map Social Networks in the Netherlands 2010 The data shows the highest ranking social network for each country by traffic, not by members, page views or 1. hyves any other method. Data was taken 2. facebook from Alexa.com on 16th of oktober 3. LinkedIn 2008. Alexa data comes from users 4. Twitter who have an Alexa toolbar as well as 5. MySpace “data obtained from other diverse traffic data sources” - Alexa.com. Countries in grey do not have data available and for a few countries it was difficult to identiy local social networks and therefor were omitted from the map. Bebo Cloob (IR) CyWorld (SKorea) Draugiem.lv Facebook Faces.md Impulse.bg Friendster Hi-5 Hyves (NL) IRC Galleria (FI) Iwiw.hu (HU) Lide (CZ) Mixi Myspace Nasza-Klasa (PL) Netlog (SI) One.it Orkut Perfspot Skyrock StudiVZ Tuenti (SP) V Kontakte Wretch (TW) Xiaonei www.oxyweb.co.uk

Overview of November Social Web Involvement March in the Netherlands Social Web 2009 2010 Involvement Flickr is ranked #5 (20)* YouTube is ranked #5 (3)* plotted on a world map LinkedIn is ranked #1 (12) Blogging is not in top10 Twitter is ranked #10 (13) The map provides a global snapshot of active social web involvement by market. The charts show the * in World Traffic Rank (general ranking in Netherlands) percentages those who are active by each form of social involvement. The Netherlands size of the arch’s, represents the audience volume in millions. Visit globalwebindex.net to find the reasons behind the trends, how different demograhics are involved, what motivates web users to get online and the quantification of how brands should be active in social media. Upload photos onlne Uploaded a video onlne Manage a social network profile Written your own blog Use micro-blogging webservice More about the study Global web index interviewed 32.000 web users in the 16 countries represented in this chart to provide a unique international perspective on web behaviour and social media involvement across the world. More importantly, Social Web Inex explored the impact on consumer behaviour, the power of social communications and the role for brands. The Global Web Inex was created by trendstream in partnership with Lightspeed research. Global Web Index

Overview of February Age and activity 2008 what people are doing and who participates This graph shows people by their activity and age group. Creators publish Web pages, write blogs, upload a video to sites like YouTube. Critics comment on blogs and posts ratings and reviews. Collectors use Really Simple Sindication (RSS) and tag Web pages to gather information. Joiners use social networking sites. Spectators read blogs, watch peer- generated videos, and listen to podcasts, Inactives are online but don’t yet participate in any form of social media. Creators Critics Collectors Joiners Spectators Inactives 0 Forrester research

Overview of October Gender balance 2009 Chicks rule! This graph shows the gender balance on social networking websites. Only one social networking website is a patriarchy, namely Digg. LinkedIn, YouTube, deviantART and Delicious are equalities and all (12) oothers are matriarchies. This grapgh is based on US gender figures and worldwide traffic figures. * M = million more monthly female of male visitors InformationisBeautiful.net

Overview of October Demographics 2009 Demographics of a few major social networks This graph shows the demographics of four commonly used professional and semi professional social networks. All statistics are from Google Ad Planner > 65: 4 4 3 3 and have been copied from a blog post of briansolis.com. 55 - 64: 16 12 10 11 45 - 54: 28 14 20 20 35 - 44: 31 20 25 29 25 - 34: 16 14 17 16 18 - 24 3 7 10 8 0 - 17 3 18 15 11 % women 50 57 59 57 $ 0 - $ 25k: 10 5 3 4 $ 25 - $ 50k: 16 12 8 10 $ 50 - $ 75k: 23 18 14 16 $ 75 - $ 100k: 23 36 28 27 $ 100 - $ 150k: 18 22 34 30 > $ 150k: 11 7 13 13 % without children 90 64 64 72 Masters degree: 16 8 7 8 Bachalors degree: 37 20 18 24 Some college: 34 36 48 47 High school: 9 14 10 9 Less than HS diploma: 4 22 17 12 Unique visitors: 14 M, 31 M 110 M, 370 M 5.6 M, 18 M 24 M, 66 M Reach: 6,1%, 2,4% 45,6%, 28,8% 10.1 %, 5.1% 10,1%, 5.1% Page views: 800 M, 1,4 B 52 B, 160 B 250 M, 650 M 2.1 B, 4 B Total visits: 85 M, 160 M 3.1 B, 8.7 B 28 M, 74 M 270 M, 550 M Avg. visits per visitor: 6, 5.1 28, 23 5, 4.1 611 8.3 Avg. time on site: 9:40, 9:00 20:00, 23:20, 11:40, 11:40 12:10, 11:40

Based on these demographics, combined with the innovation process I want to come to a default professional media mix. I call this the professional social media spiral. PROFESSIONAL SOCIAL MEDIA SPIRAL

Basic idea is that the clusters I used before are not excluding clusters. It is more or less a sliding scale. Some social media websites and webservices can be placed into different clusters. This results in an image that is different than the social media ﬂower. It is a complete overview of social media plotted in an innovation process.

DELICIOUS Overview of evaluation DIGG intelligence Social Media GOOGLE ALERTS STUMBLEUPON plotted in an innovation process The innovation process is used in this NING HYVES graph to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, FACEBOOK (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other LINKEDIN quadrants too. Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target UNILYZER audience. SCOUTLABS TWITTERCOUNTER GOOGLE ANALYTICS Google Alerts Delicious StumbleUpon Digg LinkedIn Facebook Hyves Ning Google Docs WeShare (dropbox) SCRIBD iGoogle SOCIALIZR TWiki LINKEDIN GROUPS GOOGLE WAVE GOOGLE DOCS WESHARE Slideshare (prezi) TWIKI IGOOGLE TWITTER WordPress YouTube SLIDESHARE Scribd dialogue YOUTUBE WORDPRESS network Twitter GoogleWave Socializr LinkedIn Groups Google Analytics Twittercounter Unilyzer Scoutlabs publishing operation

Overview of evaluation intelligence Corporate Social Media plotted in an innovation process This is a sub graph of the general overview of social media. In this graph a default professional social media mix is pictured. The innovation process is used in this graph too to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. The social media mix cis complete in that it covers all sextants with services that a (professional) company REALLY use, as well as its target audience. dialogue network publishing operation

Corporate Social Media Phase 6. Evaluation Phase 1. Intelligence Unilyzer Google Alerts Social media and internet marketing Webservice that sends a mail with links that software. Designed as a dashboard, showing your performance on all social media en default professional social media mix mentioned the entered searchstring. social networks. Todo’s - Define at least 5 keywords Todo’s - Start with project name or company name - Start using Unilyzer - Follow up on all leads - Take time to set it up - make it good! - Integrate in iGoogle - Integrate in iGoogle (if possible) - Learn and end with 10 valuable keywords Phase 5. Dialogue Phase 2. Network Twitter LinkedIn Webservice used for notifications of 140 Social network. Used mainly by characters to followers. Can be integrated in professionals above 30 years old. Integrates other social network sites. Also, social media well with other social media like Twitter, site tweet new favorites and posts. Slideshare and Wordpress. Todo’s Todo’s - Make a profile / complete until at least 80% - Update your profile until at least 80% - Follow all familiar persons (from project) - Mention project / company well - Follow people from competition / critics - Organize LinkedIn - Integrate Twitter in iGoogle - Ask for recommendations - Use Shareoholic in browser for fast tweets - Start a LinkedIn Group - Try to find something that doesn’t take time - Apply for all applicable LinkedIn Groups - Try Twittercounter and see what works - Integrate Slidehare in LinkedIn - Use LinkedIn for finding professionals Phase 4. Publishing Phase 3. Operation Slideshare iGoogle Website aon which slides (Powerpoint, PDF Personalized overview of news and et cetera) are published. Can be used for functionalities (RSS and gadgets). Used as inspiration as well as publishing or archiving startpage of the browser. presentations. Todo’s Todo’s - Start an iGoogle page - Make a profile / complete until at least 80% - Start with all applicable RSS feeds - Upload a slide completely (use keywords) - Integrate Google Alerts, Twitter, Slideshare - Integrate slideshare in LinkedIn / iGoogle For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nl or - Integrate Google Docs & Spreadsheets +31 6 21267898) or go to Total Active Media (www.totalactivemedia.nl or + 31 20 750 9450) - Find suitable simple gadgets (e.g. translate)

Campaign Social Media Phase 6. Evaluation Phase 2. Network Scoutlabs Hyves Social media dashboard to track and analyse A free Dutch social networking site. The marketing data of social network tools default professional social media mix focus of this website is on keeping in touch with existing friends and making new Todo’s friends. It is comparable with other social - Start using Scoutlabs (30 day trial) networking sites. - Take time to set it up - make it good! - Analyze at least every day 5 minutes Todo’s - Make a full analysis after 30 days - Look at existing Hyves gadgets and learn - Buy Scoutlabs if experience is positive - Try to find applicable hyves - If suitable, create a hyve - Search for hyves as referrer to your site Phase 5. Dialogue Phase 2. Network Twitter LinkedIn Webservice used for notifications of 140 Social network. Used mainly by characters to followers. Can be integrated in professionals above 30 years old. Integrates other social network sites. Also, social media well with other social media like Twitter, site tweet new favorites and posts. Slideshare and Wordpress. Todo’s Todo’s - Make a profile / complete until at least 80% - Update your profile until at least 80% - Follow all familiar persons (from project) - Mention project / company well - Follow people from competition / critics - Organize LinkedIn and start a Group - Integrate Twitter in iGoogle - Try to find applicable LinedIn Groups - Use Shareoholic in browser for fast tweets - Search for LinkedIn as referrer to own site - Try to find something that doesn’t take time - Try Twittercounter and see what works Phase 4. Publishing Phase 2. Network YouTube Facebook A video sharing website on which users can The largest social network in the world. If upload and share videos. Facebook was a country it would be the third in the world. Todo’s - Make an account and collect favorites Todo’s - Analyze successful videos (target audience) - Look at existing Facebook gadgets and learn - Click on suggested videos daily - Try to find applicable Facebook Groups - Make your own video and upload (try it!) - If suitable, create a Facebook Group - Try also VIMEO For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nl or - Search for Facebook as referrer to own site - If applicable create a channel +31 6 21267898) or go to Total Active Media (www.totalactivemedia.nl or + 31 20 750 9450)

Publishing Social Media Phase 6. Evaluation Phase 1. Intelligence Google Analytics Digg A free service offered by Google that social news website made for people to generates detailed statistics about the visitors to a website. default professional social media mix discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on Todo’s submitted links and stories. - Start using Google Analytics (its free!) - Take time to set it up - make it good! Todo’s - Analyze at least every day 5 minutes - Follow Digg homepage at least once a day - Make a full analysis after 30 days - Make an account and personalize - Buy Scoutlabs if experience is positive - Integrate Digg RSS in iGoogle - Search for othe news RSS feeds - Integrate also othe feeds in iGoogle Phase 5. Dialogue Phase 2. Network Twitter LinkedIn Webservice used for notifications of 140 Social network. Used mainly by characters to followers. Can be integrated in professionals above 30 years old. Integrates other social network sites. Also, social media well with other social media like Twitter, site tweet new favorites and posts. Slideshare and Wordpress. Todo’s Todo’s - Make a profile / complete until at least 80% - Update your profile until at least 80% - Follow all familiar persons (from project) - Mention project / company well - Follow people from competition / critics - Organize LinkedIn - Integrate Twitter in iGoogle - Ask for recommendations - Use Shareoholic in browser for fast tweets - Start a LinkedIn Group - Try to find something that doesn’t take time - Apply for all applicable LinkedIn Groups - Try Twittercounter and see what works - Integrate Slidehare in LinkedIn - Use LinkedIn for finding professionals Phase 4. Publishing Phase 4. Publishing Wordpress Slideshare An open source blog publishing application a business media site for sharing powered by PHP and MySQL which can also presentations, documents and pdfs with a be used for content management. professional community that regularly comments, favorites and downloads content. Todo’s - Write a blog and send it to relevant blogs Todo’s - Try to become a blogger for different blogs - Make a profile / complete until at least 80% - Blog article at least once every fortnight - Upload a slide completely (use keywords) - Integrate blogs on corporate website For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nl or - Integrate slideshare in LinkedIn / iGoogle - Use Shareoholic for easier meso-blogging +31 6 21267898) or go to Total Active Media (www.totalactivemedia.nl or + 31 20 750 9450) - Open a blog on wordpres.com, blogger or...

And to make this analysis also fun and easy to do. I made it into a game. Just like the Active Media Game (www.activemediagame.com) that can be used to generate cross media mix. SOCIAL MEDIA GAME

Step 1 is to plot all that you know already on a blank “ruler of online DNA”. You can also see what scale you are and want to be. After X:Y ﬁnishing you can repeat this step for your resulting online DNA and 2 3 4 5 6 7 8 9 scale.

In this game all social media are printed on memory cards. Step 2 is to play memory in order to know what’s what.

Step 3 means ﬁlling in a Kolb test and exploring what social media DELICIOUS websites and webservices ﬁt you best. evaluation DIGG STUMBLEUPON intelligence GOOGLE ALERTS NING HYVES FACEBOOK LINKEDIN www.vergouwenoverduin.nl/Testen_Kolbtest.html think UNILYZER SCOUTLABS TWITTERCOUNTER GOOGLE ANALYTICS dream SCRIBD SOCIALIZR GOOGLE DOCS LINKEDIN GROUPS GOOGLE WAVE WESHARE TWIKI TWITTER IGOOGLE SLIDESHARE dialogue YOUTUBE network decide WORDPRESS do publishing operation

And using the poster you can create your personal, professional, or corporate social media mix. Have fun! *$#+,+"-) Overview of evaluation intelligence Corporate Social Media Phase 6. Evaluation Phase 1. Intelligence *+!! Unilyzer Google Alerts Social media and internet marketing Webservice that sends a mail with links that Social Media default professional social media mix software. Designed as a dashboard, showing mentioned the entered searchstring. )(-./#$-0"1 your performance on all social media en social networks. Todo’s - Define at least 5 keywords !""!#$%&#$'() Todo’s - Start with project name or company name plotted in an innovation - Start using Unilyzer - Take time to set it up - make it good! - Integrate in iGoogle (if possible) - Follow up on all leads - Integrate in iGoogle - Learn and end with 10 valuable keywords process Phase 5. Dialogue Phase 2. Network Twitter LinkedIn Webservice used for notifications of 140 Social network. Used mainly by The innovation process is used in this characters to followers. Can be integrated in other social network sites.Also, social media professionals above 30 years old. Integrates well with other social media like Twitter, graph to plot all analyzed social media site tweet new favorites and posts. Slideshare and Wordpress. 1+1! 456$) Todo’s Todo’s services.The phases in an innovation - Make a profile / complete until at least 80% - Follow all familiar persons (from project) - Update your profile until at least 80% - Mention project / company well process are (1) intelligence, (2) - Follow people from competition / critics - Integrate Twitter in iGoogle - Organize LinkedIn - Ask for recommendations network, (3) operation, (4) publishing, - Use Shareoholic in browser for fast tweets - Start a LinkedIn Group - Try to find something that doesn’t take time - Apply for all applicable LinkedIn Groups - Try Twittercounter and see what works - Integrate Slidehare in LinkedIn (5) dialogue and (6) evaluation. In 2&,$/""3 - Use LinkedIn for finding professionals every sextant at least four social media services are visible. Some of these services can be extended to other Phase 4. Publishing Slideshare Phase 3. Operation iGoogle quadrants too.Therefore, some #+13$*+1 Website aon which slides (Powerpoint, PDF et cetera) are published. Can be used for Personalized overview of news and services cover more that one sextant. functionalities (RSS and gadgets). Used as inspiration as well as publishing or archiving startpage of the browser. presentations. A complete social media mix covers all Todo’s - Make a profile / complete until at least 80% Todo’s - Start an iGoogle page sextants with services that you - Upload a slide completely (use keywords) - Integrate slideshare in LinkedIn / iGoogle For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor - Start with all applicable RSS feeds - Integrate Google Alerts,Twitter, Slideshare REALLY use, as well as your target - Integrate Google Docs & Spreadsheets +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450) or - Find suitable simple gadgets (e.g. translate) audience. -1+#57$' ),"-(#&/) (8+(($',"-1($' Campaign Social Media Phase 6. Evaluation Phase 2. Network !""!#$%&1&#5(+,) Scoutlabs Hyves Google Alerts Social media dashboard to track and analyse marketing data of social network tools default professional social media mix A free Dutch social networking site.The focus of this website is on keeping in touch with existing friends and making new Todo’s friends. It is comparable with other social Delicious - Start using Scoutlabs (30 day trial) - Take time to set it up - make it good! - Analyze at least every day 5 minutes networking sites. Todo’s - Make a full analysis after 30 days - Look at existing Hyves gadgets and learn StumbleUpon - Buy Scoutlabs if experience is positive - Try to find applicable hyves - If suitable, create a hyve - Search for hyves as referrer to your site Digg Phase 5. Dialogue Phase 2. Network Twitter LinkedIn Webservice used for notifications of 140 Social network. Used mainly by LinkedIn characters to followers. Can be integrated in other social network sites.Also, social media professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress. site tweet new favorites and posts. Facebook Todo’s Todo’s - Make a profile / complete until at least 80% - Update your profile until at least 80% - Follow all familiar persons (from project) - Mention project / company well - Follow people from competition / critics - Organize LinkedIn and start a Group - Integrate Twitter in iGoogle - Try to find applicable LinedIn Groups Hyves - Use Shareoholic in browser for fast tweets - Try to find something that doesn’t take time - Search for LinkedIn as referrer to own site - Try Twittercounter and see what works Ning Google Docs Phase 4. Publishing Phase 2. Network YouTube Facebook A video sharing website on which users can WeShare (dropbox) upload and share videos. The largest social network in the world. If Facebook was a country it would be the third in the world. Todo’s ),'+/* - Make an account and collect favorites iGoogle Todo’s - Analyze successful videos (target audience) - Look at existing Facebook gadgets and learn - Click on suggested videos daily - Try to find applicable Facebook Groups - Make your own video and upload (try it!) - If suitable, create a Facebook Group - Try also VIMEO )",+&#+7' For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor - Search for Facebook as referrer to own site TWiki - If applicable create a channel +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450) or !""!#$%*",) #+13$*+1%!'"-0) !""!#$%8&6$ 8$)4&'$ Slideshare (prezi) (8+3+ +!""!#$ (8+(($' WordPress Phase 6. Evaluation Google Analytics Publishing Social Media Phase 1. Intelligence Digg A free service o ered by Google that social news website made for people to generates detailed statistics about the default professional social media mix discover and share content from anywhere YouTube )#+*$)4&'$ visitors to a website. on the Internet, by submitting links and dialogue network stories, and voting and commenting on Todo’s submitted links and stories. - Start using Google Analytics (its free!) Scribd 5"-(-/$ - Take time to set it up - make it good! - Analyze at least every day 5 minutes - Make a full analysis after 30 days Todo’s - Follow Digg homepage at least once a day - Make an account and personalize 8"'*0'$)) - Buy Scoutlabs if experience is positive - Integrate Digg RSS in iGoogle - Search for othe news RSS feeds Twitter - Integrate also othe feeds in iGoogle Phase 5. Dialogue Phase 2. Network GoogleWave Twitter Webservice used for notifications of 140 LinkedIn Social network. Used mainly by characters to followers. Can be integrated in professionals above 30 years old. Integrates other social network sites.Also, social media well with other social media like Twitter, Socializr site tweet new favorites and posts. Slideshare and Wordpress. Todo’s Todo’s - Make a profile / complete until at least 80% - Update your profile until at least 80% LinkedIn Groups - Follow all familiar persons (from project) - Mention project / company well - Follow people from competition / critics - Organize LinkedIn - Integrate Twitter in iGoogle - Ask for recommendations - Use Shareoholic in browser for fast tweets - Start a LinkedIn Group - Try to find something that doesn’t take time - Apply for all applicable LinkedIn Groups Google Analytics - Try Twittercounter and see what works - Integrate Slidehare in LinkedIn - Use LinkedIn for finding professionals Twittercounter Phase 4. Publishing Phase 4. Publishing Unilyzer publishing operation Wordpress Slideshare An open source blog publishing application a business media site for sharing powered by PHP and MySQL which can also presentations, documents and pdfs with a be used for content management. Scoutlabs Todo’s professional community that regularly comments, favorites and downloads content. - Write a blog and send it to relevant blogs Todo’s - Try to become a blogger for di erent blogs - Make a profile / complete until at least 80% - Blog article at least once every fortnight - Upload a slide completely (use keywords) - Integrate blogs on corporate website For further assistance please call or e-mail Martijn Arts (marts@totalactivemedia.nlor - Integrate slideshare in LinkedIn / iGoogle - Use Shareoholic for easier meso-blogging +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl + 31 20 750 9450) or - Open a blog on wordpres.com, blogger or... Overview of October Overview of November Social Web Involvement March Overview of February Overview of October Overview of October Social Networks 2008 Social Web 2009 in the Netherlands 2010 Age and activity 2008 Demographics 2009 Gender Balance 2009 plotted on a world map Involvement Flickr is ranked #5 (20)* what people are doing Demographics of a few Chicks rule! plotted on a world map YouTube is ranked #5 (3)* LinkedIn is ranked #1 (12) and who participates major social networks The data shows the highest This graph shows the gender ranking social network for each Blogging is not in top10 balance on social networking country by tra c, not by The map provides a global Twitter is ranked #10 (13) This graph shows people by their This graph shows the demograph- websites. Only one social members, page views or any other snapshot of active social web activity and age group. Creators ics of four commonly used networking website is a patriarchy, method. Data was taken from involvement by market. The charts publish Web pages, write blogs, professional and semi professional namely Digg. LinkedIn, YouTube, show the percentages those who * in World Traffic Rank (general ranking in Netherlands) upload a video to sites like social networks. All statistics are > 65: 4 4 3 3 Alexa.com on 16th of oktober deviantART and Delicious are 2008. Alexa data comes from users are active by each form of social Netherlands YouTube. Critics comment on from Google Ad Planner and have 55 - 64: 16 12 10 11 equalities and all (12) others are who have an Alexa toolbar as well involvement. The size of the arch’s, blogs and posts ratings and been copied from a blog post of matriarchies. as“data obtained from other represents the audience volume in reviews.Collectors use Really briansolis.com. 45 - 54: 28 14 20 20 diverse tra c data sources” - millions. Visit globalwebindex.net Simple Sindication (RSS) and tag 35 - 44: 31 20 25 29 This graph is based on US gender Alexa.com. to nd the reasons behind the Web pages to gather information. gures and worldwide tra c trends, how di erent demograhics Joiners use social networking sites. 25 - 34: 16 14 17 16 gures. are involved, what motivates web Spectators read blogs, watch 18 - 24 3 7 10 8 users to get online and the peer-generated videos, and listen * M = million more monthly Bebo quanti cation of how brands to podcasts, Inactives are online 0 - 17 3 18 15 11 female of male visitors Cloob (IR) should be active in social media. but don’t yet participate in any form of social media. % women CyWorld (SKorea) 50 57 59 57 Draugiem.lv Creators $ 0 - $ 25k: 10 5 3 4 Facebook Upload photos onlne Critics $ 25 - $ 50k: 16 12 8 10 Faces.md Impulse.bg Uploaded a video onlne Collectors $ 50 - $ 75k: 23 18 14 16 Friendster Manage a social network profile Joiners $ 75 - $ 100k: 23 36 28 27 Hi-5 Written your own blog Spectators $ 100 - $ 150k: 18 22 34 30 Hyves (NL) Use micro-blogging webservice Inactives > $ 150k: 11 7 13 13 IRC Galleria (FI) Iwiw.hu (HU) Lide (CZ) 0 % without children 90 64 64 72 Mixi Masters degree: 16 8 7 8 Myspace Bachalors degree: 37 20 18 24 Nasza-Klasa (PL) Some college: 34 36 48 47 Netlog (SI) High school: 9 14 10 9 One.it Less than HS diploma: 4 22 17 12 Orkut More about the study Perfspot Global web index interviewed 32.000 web users in the 16 Unique visitors: 14 M, 31 M 110 M, 370 M 5.6 M, 18 M 24 M, 66 M Skyrock countries represented in this chart Reach: 6,1%, 2,4% 45,6%, 28,8% 10.1 %, 5.1% 10,1%, 5.1% StudiVZ to provide a unique international Page views: 800 M, 1,4 B 52 B, 160 B 250 M, 650 M 2.1 B, 4 B perspective on web behaviour and Total visits: 85 M, 160 M 3.1 B, 8.7 B 28 M, 74 M 270 M, 550 M Tuenti (SP) social media involvement across Avg. visits per visitor: 6, 5.1 28, 23 5, 4.1 611 8.3 V Kontakte the world. More importantly, Social Web Inex explored the impact on Avg. time on site: 9:40, 9:00 20:00, 23:20, 11:40, 11:40 12:10, 11:40 Wretch (TW) consumer behaviour, the power of Xiaonei Countries in grey do not have data available and for a few countries it was di cult social communications and the to identiy local social networks and therefor were omitted from the map. role for brands. The Global Web Inex was created by trendstream in www.oxyweb.co.uk partnership with Lightspeed Forrester research InformationisBeautiful.net research

Summary - what did I find out in this research? • Innovation = communication - especially in the era of social media • A social media profile is personal - focus on personal interest, strength and learning style • A social media profile can be made up for a project or company the same way as for a person • Social media is a container word that looses its definition - just like new media years ago Novelties 1. There is no structuring principle of a social media profile - I introduced the ruler of online DNA 2. There is no scale to describe the extend of a person’s online profile - I introduced a scale 3. There is no structured way to improve a social media profile - I used the innovation process 4. There is no default professional social media mix - I introduced the social media spiral © TOTAL IDENTITY 56

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A full overview of Social Media: a research adventure

by Martijn Arts on Mar 15, 2010

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A full overview of Social Media: a research adventure — Presentation Transcript