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Digital and Social Media Landscape
 

Digital and Social Media Landscape

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2nd Lecture on Emerging Technologies Module, Salford Business School. Comments/ corrections most welcome here or @francesbell on Twitter. ...

2nd Lecture on Emerging Technologies Module, Salford Business School. Comments/ corrections most welcome here or @francesbell on Twitter.
Thanks for all received - slide show edited to reflect these.

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  • great content!
    some slides are a bit text heavy though. I would divide those slides into 2 or 3 add include some pics. I'm sure it will be great. Are you thinking of audio-recording the lecture? then it could be slidecasted! ;-)
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  • Thanks for your comment Ailsa. The opening imagery is the 'brand' for the module, also appearing on Blackboard site and print handbook.
    SLide 2 is a sort of table of contents (tell 'em what you are going to tell 'em). I am now reconsidering what's in the slide show - too much I think. I might take out last part on Google example and put in another lecture.
    I am glad it piqued your curiosity. We are trying to get students to question social media (as well as enjoy it) and this lecture is aimed at scoping it out and raising some questions. I picked the music industry because most students have interest/views on this, and it changes every year. The Spotify tethered to Facebook story was a bit of a godsend.
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  • Slide 1 like the opening imagery.
    slide 2 just seems a little word heavy, for some reason - probably because they linked me elsewhere others that had more words didnt bother me. Overall piqued my curiosity and had me think more about less obvious parts of online media, the issues of copyright, the issues of who pays, how they pay, how insidious ad linking can be, the bias of search engines...
    ailsa
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  • Need to update this as Open has changed slightly
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  • As you can see, those different tools and services can be grouped into categories: Publication tools with blogs ( Typepad , Blogger …), wikis ( Wikipedia , Wikia , Wetpaint …) and citizen journalism portals ( Digg , Newsvine …) Sharing tools for videos ( YouTube …), pictures ( FlickR …), links ( del.icio.us , Ma.gnolia …), music ( Last.fm , iLike …), slideshows ( Slideshare ), products reviews ( Crowdstorm , Stylehive …) or products feedbacks ( Feedback 2.0 , GetSatisfaction …) Discussions tools like forums ( PHPbb , vBulletin , Phorum …), video forums ( Seesmic ), instant messaging ( Yahoo! Messenger , Windows Live Messenger , Meebo …) and VoIP ( Skype , Google Talk …) Social networks ( Facebook , MySpace , Bebo , Hi5 , Orkut …), niche social networks ( LinkedIn , Boompa …) and tools for creating social networks ( Ning ) Micropublication tools ( Twitter , Pownce , Jaiku , Plurk , Adocu …) and alike ( twitxr , tweetpeek ) Social aggregation tools like lifestream ( FriendFeed , Socializr , Socialthing! , lifestrea.ms , Profilactic …) Platforms for livecast hosting ( Justin.tv , BlogTV , Yahoo! Live , UStream …) and there mobile equivalent ( Qik , Flixwagon , Kyte , LiveCastr …) Virtual worlds ( Second Life , Entropia Universe , There …), 3D chats ( Habbo , IMVU …) and teens dedicated virtual universes ( Stardoll , Club Penguin …) Social gaming platforms ( ImInLikeWithYou , Doof …), casual gaming portals ( Pogo , Cafe , Kongregate …) and social networks enabeled games ( Three Rings , SGN ) MMO ( Neopets , Gaia Online , Kart Rider , Drift City , Maple Story ) and MMORPG ( World of Warcraft , Age of Conan …)
  • Communication and entertainment are the two central themes amongst the most heavily used web brands. Alongside Facebook, communication accounts for MSN/Windows Live whose time is driven by its Messenger and Hotmail services whilst Yahoo! and AOL score heavily on time due to their email offerings. Entertainment is accounted for by video publisher YouTube and the technology companies Microsoft and Apple whose media player offerings - Windows Media Player and iTunes, respectively – are the reason they generate such high time figures.
  • A "social network site" is a category of websites with profiles, semi-persistent public commentary on the profile, and a traversable publicly articulated social network displayed in relation to the profile. To clarify: Profile. A profile includes an identifiable handle (either the person's name or nick), information about that person (e.g. age, sex, location, interests, etc.). Most profiles also include a photograph and information about last login. Profiles have unique URLs that can be visited directly. Traversable, publicly articulated social network. Participants have the ability to list other profiles as "friends" or "contacts" or some equivalent. This generates a social network graph which may be directed ("attention network" type of social network where friendship does not have to be confirmed) or undirected (where the other person must accept friendship). This articulated social network is displayed on an individual's profile for all other users to view. Each node contains a link to the profile of the other person so that individuals can traverse the network through friends of friends of friends.... Semi-persistent public comments. Participants can leave comments (or testimonials, guestbook messages, etc.) on others' profiles for everyone to see. These comments are semi-persistent in that they are not ephemeral but they may disappear over some period of time or upon removal. These comments are typically reverse-chronological in display. Because of these comments, profiles are a combination of an individuals' self-expression and what others say about that individual. This definition includes all of the obvious sites that i talk about as social network sites: MySpace, Facebook, Friendster, Cyworld, Mixi, Orkut, etc. Some of the obvious players like LinkedIn are barely social network sites because of their efforts to privatize the articulated social network but, given that it's possible, I count them (just like i count MySpace even when the users turn their profiles private).
  • File sharing is the practice of distributing or providing access to digitally stored information, such as computer programs, multi-media (audio, video), documents, or electronic books. It may be implemented in a variety of storage, transmission, and distribution models. Common methods are manual sharing using removable media , centralized computer file server installations on computer networks , World Wide Web -based hyperlinked documents, and the use of distributed peer-to-peer (P2P) networking.

Digital and Social Media Landscape Digital and Social Media Landscape Presentation Transcript

  • Social Media Landscape Frances Bell, f.bell@salford.ac.uk Image used under Creative Commons License from Edans Slide
  • Purpose of this lecture
    • Capture Social Media Landscape
    • Compare UK brand use and visits to Social Network sites with different visualisations
    • Highlight some examples of the use of social media
    • Identify some of the issues for consumers and businesses via examples
      • Social Networking
      • Music Industry
      • Public service media
      • Youtube
      • It’s not just about the network/channel!
    Slide
  • Slide http://www.flickr.com/photos/fredcavazza/2564571564/
  • Most heavily-used web brands - share of UK Internet-related time Nielsen Online 10 brands that account for 47% of UK Internet time 2008/09 Sli de Rank Brand Share of Time April 2009 Share of Time April 2008 Change in Share of Time 1 Facebook 12.7% 7.2% +5.6% 2 MSN/Windows Live 9.2% 10.1% -0.9% 3 Google 5.3% 4.8% +0.4% 4 eBay 4.1% 5.0% -0.9% 5 Yahoo! 3.5% 3.4% +0.1% 6 AOL Media Network 3.0% 3.2% -0.2% 7 BBC 2.3% 2.3% +0.1% 8 YouTube 1.9% 1.9% -0.1% 9 Microsoft 1.5% 2.0% -0.5% 10 Apple 1.5% 1.7% -0.2% Total 45.1% 41.6% -
  • Visits to Social Networks - UK Slide http://www.clickz.com/clickz/stats/2100567/youtube-gains-facebook-uk
  • Online communities as map
    • http://imgs.xkcd.com/comics/online_communities_2.png
    Slide
    • http://www.marketingcharts.com/wp/wp-content/uploads/2010/05/nielsen-uk-internet-time-clock-may-2010.jpg
    Slide
  • Examples
    • From top ten UK brands and elsewhere
    • Examples chosen to highlight issues for
      • Businesses
      • Consumers
    Slide
  • Social Networking Slide
  • Facebook – Social networking site Slide Social networking site definition includes profile in bounded system, traversable network, semi-persistent public comments June 2011, 29.8 million , or 58% of the 51.4 million UK people online - but how many active? In the UK in June drop of around 100,000 users Facebook offers customer base as market research tool – more later
  • Music sites and services Slide
  • Music sites and services
    • File sharing e.g. ‘Illegal’ model like Pirate Bay
    • Download model like Apple iTunes Store
    • Service model like Spotify
    • Mixed ‘free’/ commercial model focused on artists – MySpace, web sites
    Slide
  • File sharing/illegal downloads
    • Wikipedia gives a good overview of file-sharing http://en.wikipedia.org/wiki/File_sharing
    • Difficult to say how many people in UK are illegal file-sharing 136 or 7 million?
        • http://www.pcpro.co.uk/news/351331/how-uk-government-spun-136-people-into-7m-illegal-file-sharers
    • Pirate Bay – largest file-sharing site now ‘outlawed’ in Sweden but has spawned Pirate political parties
    • Nancy Baym gives an informed account of Pirate Bay
    • What is your view?
    Slide
  • iTunes store Slide
    • http://www.apple.com/uk/iTunes accessed via iTunes
    • Download and pay for songs
  • Spotify
    • Note 3 ‘packages’, ad-supported ‘open’, cheap taster and service-based premium model
    • http://www.spotify.com and play get started video
    • Recently Spotify ‘tethered’ to Facebook - Facebook as platform, Spotify as commodity
    Slide
  • Mixed/ Commercial Model (1)
    • http://www.Jamendo.com
      • Uses Creative Commons licenses to allow downloads whilst protecting ownership of music
      • Opt-in commercial arrangements for artist
      • My Space Music
        • Launch was delayed pending agreement with Performing Rights Society
        • Free downloads to promote concerts http://www.myspace.com/thezutons
        • But MySpace usage statistics are going down
    Slide
  • Mixed/ Commercial Model (2)
        • Example of Consumer choice 2007
        • http://www.flickr.com/photos/stincodiporco/2626171582/
          • Radiohead gave downloaders of their album the choice of what they paid for it from £0-100 http://news.bbc.co.uk/1/hi/7037219.stm
          • Speculation about profits but Thom Yorke said ( NME 2008 ) “We're the only people who know [how many people have downloaded ‘In Rainbows’ ]” he added. “It feels wrong to say exactly what happened. But it's been a really nice surprise and we've done really well out of it.”
          • Radiohead 2011
            • making HD video clip available on Youtube
            • 7,186,232 ‘like’ their Facebook page
            • Trying to minimise ticket tout exploitation of concert tickets
    Slide
  • Steve Lawson
    • Indie bass player – into Social Media http://www.stevelawson.net/
    • @solobasssteve on Twitter
    • makes album free to download then people pay what they think it is worth
    • Steve has written Independent Music Manifesto
    • Here is a video interview he did for you
    Slide
  • What is the music industry that you want?
    • How should musicians and other music professionals be rewarded?
    • How should new bands and artists emerge?
    • What are the opportunities and threats of the social and digital media landscape for 21 st Century music?
    • Who consumes/ produces music?
    • Each quadrant of lecture theatre assigned one question, discuss with people around you
    • Off you go http://e.ggtimer.com/5%20minutes
    Slide
  • How should musicians and other music professionals be rewarded? Slide
  • How should new bands and artists emerge? Slide
  • What are the opportunities and threats of the social and digital media landscape for 21 st Century music? Slide
  • Who consumes/ produces music? Slide
  • Public service model broadcast now/delayed + online interaction/ resources Slide
  • BBC – Public Servicing Radio and TV Broadcasting
    • Funded from licence fees http://www.bbc.co.uk/ and revenue from media sales (globally and on CD/DVD, etc.)
    • Significant integration of broadcast and web content
    • Customisable home page and location
    • Experimenting with user-generated content
      • http://www.bbc.co.uk/blogs/bbcinternet/2009/06/mobile_at_radio_1ƒss_big_weekend.html
      • iPlayer delayed viewing via (restricted) download http://www.bbc.co.uk/iplayer/
      • Now offered through Virgin TiVo and Sony Playstation (see earlier links)
      • Domesday Project Reloaded - check out this video
    Slide
  • Youtube- “a lot of junk and stuff that's stolen.” http://knowledge.wharton.upenn.edu/article.cfm?articleid=1568 Still ?profitable but growing Slide
  • Youtube range
    • Fun self-publishing - David goes to the Dentist plus remixes and parodies –
    • Links to broadcast media eg X Factor
        • 2011 auditions
        • X Factor channel
    • Learning – all sorts of things
      • Khan Academy
      • Learn continental knitting
    • Government
      • Obama briefing in time of crisis
    Slide
  • It’s not just about the network ..
    • It’s also about integration and platforms
    • BBC unveils iPlayer beta with ties to Twitter, Facebook and other channels
    • Sony's PlayStation 3 will be the first consumer device to show off the BBC's latest iPlayer , designed from the ground up to work on televisions
    • Virgin Media TiVo service gets full BBC iPlayer app
    • Youtube and Broadcast media
      • Concept of amplification and integration with http://xfactor.itv.com/ and X Factor channel
    Slide
  • Also need corporate perspective
    • Web dominated by Internet mega-corps such as Google, Facebook, Amazon, etc. see http://techcrunch.com/2011/10/02/platform-wars-music/
    • What will the future bring?
    • That’s a story for another day
    Slide
  • Summary
    • Social Media landscape has a ‘thousand flowers blooming’ BUT
      • Some new species emerging
      • Some endangered species
      • Some extinct species
    • New business models are emerging AND
    • Opportunities for new forms of association (more later)
    • BUT
    • Corporates, some existing, some emerging, still seek to dominate
    • Does this promote diversity?
    Slide