Adina Madularea


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Adina Madularea

  1. 1. A peek inside the Social Networks in Romania<br />(Twitter, Facebook, HI5)<br />
  2. 2. Objectives & Methodology<br />2<br /><ul><li>3 phases:</li></ul>Phase 1: a blog with users* of different social networks, aimed to collect information regarding perceptions and usage of the social networks<br />Phase 2: asking experts’ opinion about current status and trends of social networks in Romania<br />Phase 3: 3 focus groups with users of the three social networks<br />* Users of social networks: men and women, aged between 18 – 30 y.o., using actively one of the three social networks (Twitter, Facebook, HI5) <br />HOW AND WITH WHOM?<br />WHAT?<br /><ul><li>Explore users’ perceptions and motivations of using on-line social networks (Twitter, Facebook, HI5)
  3. 3. Explore the perceptions and expectations of online networks’ users towards brands’ presence and communication within the context of social networks </li></ul>WHERE?<br /><ul><li> Bucharest</li></ul>WHEN?<br /><ul><li>beginning of September 2009</li></li></ul><li>Today…<br />…about the social networks users’ point of view!<br />How do they see themselves as users of a particular social network? What are they looking for there?<br />And how do others perceive the users of a particular social network?<br />3<br />
  4. 4. Twitter users<br />4<br />How do they see themselves?<br />How do the experts see them?<br /><ul><li>Early adopters, opinion leaders
  5. 5. Blog owners (have a point of view to share)</li></ul>-Focused on networking<br />?! <br />(no overlap)<br />How do the Facebook users see them?<br />How do the HI5 users see them?<br />
  6. 6. Twitter users: self-perception<br />5<br />On Twitter is the individual always connected and up-to-date<br />Information is their reason to be!<br />Oriented towards achievement and self-development<br />Twitter is for them an efficient tool for…<br />…problem solving<br />…offline socialization by organizing ad-hoc events and offline meetings <br />…promoting one’s opinions and ideas<br />Expect to find on Twitter straightforward communication, “breaking news” and practical information! <br />
  7. 7. Twitter users perceived by Facebook users<br />6<br />Opinion leaders, aspirational models, but, at the same time, self-absorbed and too much focused on self-development<br /><ul><li>Twitter is like a “trophic chain”, but of information
  8. 8. “Individualswith an active life and passionate about what they do”
  9. 9. “People who have something intelligent to say in real time!”</li></li></ul><li>Facebook users<br />7<br />How do the experts see them?<br />How do they see themselves?<br /><ul><li>Educated, decent people (young professionals)
  10. 10. Blog readers (follow others’ points of view)
  11. 11. Focused on belonging and sharing</li></ul>How do the HI5 users see them? <br />How do the Twitter users see them?<br />
  12. 12. Facebook users: self-perception<br />8<br />On Facebook is “the network that matters”<br />“It is my private area that I am controlling”<br />“sharing common interests”<br />Moments of relaxation<br />Facebook is for them a tool used for…<br />…self-image management<br />…virtual entertainment<br />… promoting good causes <br />Expect to find on Facebook information from private and entertainment area related to their interests! <br />
  13. 13. Facebook users perceived by Twitter users<br />9<br />People who are ok, but rather focused on virtual socialization and entertainment <br /><ul><li>“On Facebook you may find one’s illustratedpersonal history”</li></li></ul><li>Facebook users perceived by HI5 users<br />10<br />“It’s not cool anymore to be in the same flock and Facebook is the new temptation!”<br />“Facebook is for polished people! It is elitist”, but…<br />…your presence there requires certain standards that makes you behave in a stiff manner! <br />
  14. 14. HI5 users<br />11<br />How do the experts see them?<br />How do they see themselves?<br /><ul><li>“HI5 is the OTV of Romania – the channel with the highest audience, but full of ‘cocalari’”
  15. 15. Focused on self-expression</li></ul>How do the Twitter users see them?<br />How do the Facebook users see them? <br />
  16. 16. HI5 users: self-perception<br />12<br />“HI5 is like New York – heterogeneous, diversified, brightness and misery together! But, for all, HI5 means entertainment in different forms!”<br />For older users, “HI5 is already a routine” and “represents the nostalgia for adolescence years”<br />For younger users, “HI5 a tool for over-promoting self-image and self-praise”<br />Expect to find on HI5 entertainment and attention!<br />
  17. 17. HI5 users perceived by Twitter and Facebook users <br />13<br />For Twitter users they are not-ok people – “indecent” and “shallow” (“HI5 is the place for cocalari, pitzipoance”)<br />Facebook users are more tolerant – “shallowpeople for whom their ego and (low-quality, cheap) entertainment matters”<br />
  18. 18. Instead of conclusions…<br />14<br />DEVELOPMENT<br />Accomplishment<br />Inspiration<br />Tolerance<br />Adventure<br />Independence<br />Virtue<br />ORIENTED TOWARDS THE OTHERS<br />SELF-ORIENTED<br />Conformism<br />Self-indulgence<br />Power<br />Caution<br />Belonging<br />Dependency<br />STABILITY<br />* Note: The “wheel of values” is a model which helps create typologies. It implies putting social behaviour, personality, values, and emotions of the users on a 2-axis system built on the basis of universally-valid values: STABILITY – DEVELOPMENT vs. SELF-ORIENTED – ORIENTED TOWARDS THE OTHERS/ ALTER - ORIENTED.<br />
  19. 19. What have we learned so far?<br />15<br /><ul><li>Think of your brand’s DNA when choosing the social network to be active in!</li></li></ul><li>THANK YOU!<br />You can get for free the complete results of the qualitative study by contacting Adina Mãdulãrea:<br />