The Human Web

The human web On online communities, social media, social networks and the difference between the three Clo Willaerts, 3 Jan 2009 Guest Lecture @ KHLim, Lichtaart

Clo Willaerts? Sanoma Magazines Belgium http://www.bnox.be brusselsgirlgeekdinner. be

Sanoma Magazines Belgium

1999: Cluetrain Manifesto • http://www.cluetrain.com/ • Markets are conversations and the Internet is a facilitator of one of the grandest, most global of those conversations. • “Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.”

Deﬁnition: online community An online community is a group of people with a common interest along with an online infrastructure that allows its members to create value for themselves and the group as a whole. Examples: the wikipedia community, Limewire, groups/fan pages on Facebook, Quakenet, Runescape, Slashdot, Digg, Fark, Deviantart

Strong communities

www.zappybaby.be “life stage” community •pregnancy, •birth, •babies, •toddlers.

The baby conspiracy 1/2

The baby conspiracy 2/2

Content: schisis

Deﬁnition: social media Social media are the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. Examples: blogs, Flickr, twitter, Facebook, Youtube

Social media starﬁsh

Decentralised publishing model

Power shift

The echo chamber

Money shift

The real reason go where the consumers are: social media websites natural search results search engine bots like social media!

Corporate policies Air Force: http:// www.webinknow.com/ 2008/12/the-us-air- force-armed-with- social-media.html Intel: http:// www.intel.com/sites/ sitewide/en_US/social- media.htm

Humo blogs

Flair blogs

Content: the 1% rule (but that’s ok)

Zappybaby parent blogs

Zappybaby baby video’s

Deﬁnition: social networking services Social networking services give users the tools to connect with each other and communicate. Examples: Bebo, Facebook, Friendster, Habbo, Hyves, Last.fm, Linkedin, MySpace, Netlog, Orkut, Skyrock, tribe.net

Trafﬁc (US)

Trafﬁc (UK)

Trafﬁc (Facebook, BE)

Facebook vs corporate 1/3

Online = real world = online

http://www.slideshare.net/TrendsSpotting/social-media- inﬂuencers-predictions-2009-by-trendsspotting-presentation? type=powerpoint

Humo fanpage

Humo group

Story group

Flair friend

What about Twitter? Each day 5 to 10 thousand new people join Twitter. Current estimates of total users top out around 5 million. http://cdnqa.hubteam.com/ State_of_the_Twittersphere_by_HubSpot_ Q4-2008.pdf

Twitter: BE issues: updates following / followers inﬂuence / authority conversations http:// twitterfacts.blogspot.com/ search/label/Belgium

Twitter

Thank you http://www.bnox.be http://www.twitter.com/bnox http://www.slideshare.net/bnox/ http://www.linkedin.com/in/clowillaerts http://www.last.fm/user/CloWillaerts

The Human Web

by Clo Willaerts on Jan 02, 2009

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