Social networking


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Presentation about online Social Networking to the IKMEmergent Research Communication workshop, Nairobi, Juloy 2010

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  • >Never looked at a Social Network Site >Don’t have a SNS profile >Have less that 20 friends >don’t Interact with one or more sites daily >Unless you’re already mentioned that you’re in this seminar via any SNS / twitter etc. Photo Credit CC BY-NC-SA
  • Her’s an example of how behaviour is changing
  • Here’s an example of impact
  • And it’s this profound: email was the internet’s first killer app, not the web: access via mobiles will only accelerate this trend
  • Activity online isn’t different in type from activity offline. (In fact - many young people wouldn’t recognise the dichotomy) But - it is changed by being online: bedroom wall example -(Constant Contact generation)
  • But - we have to remember that young people see this differently. (in the same way you might see your youth centre as being about personal and social development - and YP see it as a space for meeting friends and hanging out).
  • Social networking

    1. 1. Social Networking online
    2. 2.
    3. 3.
    4. 4. Proliferation of Influencer Channels
    5. 5.
    6. 6. Keeping in contact Sharing content Exploring identity Hanging out Making new contacts Informal learning
    7. 7. Wordle
    8. 9. Africa Trends <ul><li>Africa has only 2.6 percent penetration on Facebook, but grew 5.6 percent in February. As of March 1st, it had about 9.9 million users on Facebook, out of a total population of 375 million. </li></ul>
    9. 10. Research & Development Uses <ul><li>Outward Facing </li></ul><ul><ul><li>Promotion and Supporter Engagement </li></ul></ul><ul><ul><li>Campaigns & Activism </li></ul></ul><ul><ul><li>FundRaising </li></ul></ul><ul><ul><ul><li>Your own or public (OGB) </li></ul></ul></ul><ul><li>Collaboration </li></ul><ul><ul><li>Scientists and academics </li></ul></ul><ul><ul><li>Internal SocNet </li></ul></ul>
    10. 11. Today, 400 million active users The average user 55% daily return 2.2 visits a day 27.7 minutes/day Architecture Profiles Groups Events Pages Fundamentally changed the internet
    11. 13. Groups Profiles Events Pages
    12. 14. <ul><li>Started as monks took to the streets in Burma. </li></ul><ul><li>Rapidly went viral, doubling in size every day, culminating in adding over 100,000 per day for 2 days. </li></ul><ul><li>Max over 400,000 people. </li></ul><ul><li>Key in organising October 6th global day of protest - protests held in 30 countries and nearly 100 cities worldwide. </li></ul><ul><li>Helped promote the petition (840,000+) </li></ul><ul><li>Worked with established groups globally, hundreds of thousands of new supporters. </li></ul>
    13. 15. Ensuring a Legacy Outreach: Reach out to make sure the legacy is ensured. Ensure you are in constant touch with the people running the page/group Lessons from Johnny Chatterton, Burma Campaign Capture the contacts. People will stop checking the group/page before you know it Establish a trusted admin team that you can rely on and leave to administer the group Act quickly, assume that if it goes viral you only have 1 chance to reach your targets
    14. 16. What makes something go Viral? Motivation The “invite your friends effect” The media/blogs – it must go offline Urgency (people are dying) Trust The “my friend Bob is doing this, so I should” Remember, you can’t engineer it. It’s up to your users to make it go viral, you have to put everything in place & hope!
    15. 17. <ul><ul><li>Wikipedia top referring site for ODI. </li></ul></ul>
    16. 19. Research & Development Uses <ul><li>Outward Facing </li></ul><ul><ul><li>Promotion and Supporter Engagement </li></ul></ul><ul><ul><li>Campaigns & Activism </li></ul></ul><ul><ul><li>FundRaising </li></ul></ul><ul><ul><ul><li>Your own or public (OGB) </li></ul></ul></ul><ul><li>Collaboration </li></ul><ul><ul><li>Scientists and academics </li></ul></ul><ul><ul><li>Internal SocNet </li></ul></ul>
    17. 23. Myspace friends <ul><li>Saw early benefit of allowing users to co-ordinate regional hubs and hook up with other people in their area </li></ul><ul><li>Empowered users and allowed them to take ownership of communicating and promoting their events </li></ul><ul><li>Support network – easy to find someone else in a similar situation and ask questions </li></ul>
    18. 25. And some challenges... <ul><li>Many versions of the Oxfam logo and Oxjam identity visible online </li></ul><ul><li>Loss of control over what people say and who they connect with meant potential of negative associations </li></ul><ul><li>Too exclusive? Held more appeal to particular audience types </li></ul>
    19. 26. However... <ul><li>Close working with Oxjam network of friends meant it was possible to put baseline rules in place </li></ul><ul><li>People's desire to make it their own and get creative is actually a real success </li></ul><ul><li>Paradigm shift – you can't be active in these spaces and not be prepared to accept some risks </li></ul>
    20. 27. Research & Development Uses <ul><li>Outward Facing </li></ul><ul><ul><li>Promotion and Supporter Engagement </li></ul></ul><ul><ul><li>Campaigns & Activism </li></ul></ul><ul><ul><li>FundRaising </li></ul></ul><ul><ul><ul><li>Your own or public (OGB) </li></ul></ul></ul><ul><li>Collaboration </li></ul><ul><ul><li>Scientists and academics </li></ul></ul><ul><ul><li>Internal SocNet </li></ul></ul>
    21. 28. Research & Development Uses <ul><li>Collaboration </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
    22. 30. Social Networking online