Adina Madularea

A peek inside the Social Networks in Romania
(Twitter, Facebook, HI5)

Objectives & Methodology
2
3 phases:
Phase 1: a blog with users* of different social networks, aimed to collect information regarding perceptions and usage of the social networks
Phase 2: asking experts’ opinion about current status and trends of social networks in Romania
Phase 3: 3 focus groups with users of the three social networks
* Users of social networks: men and women, aged between 18 – 30 y.o., using actively one of the three social networks (Twitter, Facebook, HI5)
HOW AND WITH WHOM?
WHAT?
Explore users’ perceptions and motivations of using on-line social networks (Twitter, Facebook, HI5)
Explore the perceptions and expectations of online networks’ users towards brands’ presence and communication within the context of social networks
WHERE?
Bucharest
WHEN?
beginning of September 2009

Today…
…about the social networks users’ point of view!
How do they see themselves as users of a particular social network? What are they looking for there?
And how do others perceive the users of a particular social network?
3

Twitter users
4
How do they see themselves?
How do the experts see them?
Early adopters, opinion leaders
Blog owners (have a point of view to share)
-Focused on networking
?!
(no overlap)
How do the Facebook users see them?
How do the HI5 users see them?

Twitter users: self-perception
5
On Twitter is the individual always connected and up-to-date
Information is their reason to be!
Oriented towards achievement and self-development
Twitter is for them an efficient tool for…
…problem solving
…offline socialization by organizing ad-hoc events and offline meetings
…promoting one’s opinions and ideas
Expect to find on Twitter straightforward communication, “breaking news” and practical information!

Twitter users perceived by Facebook users
6
Opinion leaders, aspirational models, but, at the same time, self-absorbed and too much focused on self-development
Twitter is like a “trophic chain”, but of information
“Individualswith an active life and passionate about what they do”
“People who have something intelligent to say in real time!”

Facebook users
7
Educated, decent people (young professionals)
Blog readers (follow others’ points of view)
Focused on belonging and sharing
How do the HI5 users see them?
How do the Twitter users see them?

Facebook users: self-perception
8
On Facebook is “the network that matters”
“It is my private area that I am controlling”
“sharing common interests”
Moments of relaxation
Facebook is for them a tool used for…
…self-image management
…virtual entertainment
… promoting good causes
Expect to find on Facebook information from private and entertainment area related to their interests!

Facebook users perceived by Twitter users
9
People who are ok, but rather focused on virtual socialization and entertainment
“On Facebook you may find one’s illustratedpersonal history”

Facebook users perceived by HI5 users
10
“It’s not cool anymore to be in the same flock and Facebook is the new temptation!”
“Facebook is for polished people! It is elitist”, but…
…your presence there requires certain standards that makes you behave in a stiff manner!

HI5 users
11
“HI5 is the OTV of Romania – the channel with the highest audience, but full of ‘cocalari’”
Focused on self-expression
How do the Twitter users see them?
How do the Facebook users see them?

HI5 users: self-perception
12
“HI5 is like New York – heterogeneous, diversified, brightness and misery together! But, for all, HI5 means entertainment in different forms!”
For older users, “HI5 is already a routine” and “represents the nostalgia for adolescence years”
For younger users, “HI5 a tool for over-promoting self-image and self-praise”
Expect to find on HI5 entertainment and attention!

HI5 users perceived by Twitter and Facebook users
13
For Twitter users they are not-ok people – “indecent” and “shallow” (“HI5 is the place for cocalari, pitzipoance”)
Facebook users are more tolerant – “shallowpeople for whom their ego and (low-quality, cheap) entertainment matters”

Instead of conclusions…
14
DEVELOPMENT
Accomplishment
Inspiration
Tolerance
Adventure
Independence
Virtue
ORIENTED TOWARDS THE OTHERS
SELF-ORIENTED
Conformism
Self-indulgence
Power
Caution
Belonging
Dependency
STABILITY
* 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.

What have we learned so far?
15
Think of your brand’s DNA when choosing the social network to be active in!

THANK YOU!
You can get for free the complete results of the qualitative study by contacting Adina Mãdulãrea: adina.madularea@daedalusmb.ro

Adina Madularea

by evensys on Sep 21, 2009

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Adina Madularea — Presentation Transcript