Introduction to the Social Web and its applications

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Session 1.1 Introduction to the Social Web and its Applications
A guest teaching module at the University of Modena/Reggio Emilia, covering topics:
- what is social media?
- wikis, blogs, microblogs, ...
- examples of social networks
- interesting social network usage stats
- culture of social networking

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  • 83% of people believe platforms like Twitter and Facebook help them make new friends25% of people believe social networks have boosted their confidence40% of people spend more time socializing online than they do face-to-face
  • TODO: turn into circles with infographic
  • THINK HOW MUCH DATA THIS IS! :)
  • THINK HOW MUCH DATA THIS IS! :)
  • 13 EMPLOYEES AND 30M IPHONE USERS101km ($1 bill)9990 tons ($100)$300m in $$ $700m in stock
  • Introduction to the Social Web and its applications

    1. 1. Social Semantic Weband its applicationsMaciej Dabrowski
    2. 2. About me MACIEJ DABROWSKI!maciej.dabrowski@deri.org!lecturerAtco-PIcontactco-PIworksWithresearcherAtgraduatedname
    3. 3. WHY?SOCIAL NETWORKSARE AN IMPORTANTELEMENT OF OURCULTURE what?How?16 HOURS OVER 4 DAYS THEORY AND PRACTICE INTERACTIVE SOCIAL NETWORKS SEMANTIC WEB
    4. 4. GOAL“I AMCOMFORTABLEWITHTHE SOCIAL SEMANTIC WEB”
    5. 5. Day 1: introduction to semantic weband social networks (a.k.a. theory)SESSION 1.1: INTRODUCTIONTO SOCIAL NETWORKS SESSION 1.2: BASIC CONCEPTSBEHIND SEMANTIC WEB Agenda
    6. 6. AgendaDay 2: social semantic web: applications and practicesSESSION 2.1:APPLICATIONS OF THE SOCIAL SEMANTIC WEB SESSION 2.2: TECHNOLOGIES FOR THE SOCIAL SEMANTIC WEB
    7. 7. AgendaDay 3: CHALLENGES AND future of THESOCIAL SEMANTIC WEBSESSION 3.1: MULTI- DISCIPLINARY ASPECTS OF THE SOCIAL SEMANTIC WEB SESSION 3.2: PROJECT WORK Day 4: PROJECT WORKSESSION 4.1: RESULTS http://www.leadingmenonly.com/wp-content/uploads/image/StopThinking.jpg
    8. 8. ScheduleSession 1.1 6 May (MON) FA-1D 11 -13 Session 1.2 6 May (MON) FA-2B 15 -17 Session 2.1 7 May (TUE) FA-0A 11 -13 Session 2.2 7 May (TUE) FA-2B 15 -17 Session 3.1 8 May (WED) FA-2A 09 -11 Session 3.2 8 May (WED) FA-2E 15 -17 Session 4.1 9 May (THU) FA-2E 09 -13
    9. 9. Why?THE SOCIAL WEB ISEXPLODING image from tinyurl.com/nuketest
    10. 10. The world is connectedhttp://gigaom.com/2010/12/14/facebook-draws-a-map-of-the-connected-world/
    11. 11. What is social media?Uses the ‘wisdom of crowds’ to connectinformation in a collaborative manner. Can take many different forms, includingmessage boards, weblogs, wikis,podcasts, pictures and video. http://en.wikipedia.org/wiki/Social_media
    12. 12. “UGC domination changeseverything. For the first time sinceGuttenberg, the primary medium ofmass information is controlledby ... the masses.”Bob Brisco, CEO, Internet Brands tinyurl.com/briscougc
    13. 13. user generated content*61% = social networks 11% = forums 11% = UG content sites, e.g. urbandictionary.com 10% = UG marketplaces, e.g. craigslist.org 03% = blogs 01% = UG reviews, e.g. apartmentratings.com 01% = wikis 02% = other *Stats from 2009
    14. 14. EVERY MINUTE47,000 APPS AREDOWN-LOADEDFROMTHE APPSTORE 3,600 PHOTOSARESHAREDONINSTAGRAM 571 WEBSITESARECREATED $272,000 IS SPENT BYCONSUMERSONLINE http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/
    15. 15. EVERY MINUTE100,000 TWEETS ARESENT 684,478 PIECES OFCONTENT ARE SHAREDONFACEBOOK 2,000,000 SEARCHQUERIES MADEON GOOGLE 48 HOURS OFVIDEO AREUPLOADED ONYOUTUBE 100 LINKED IN ACCOUNTS ARE CREATED http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/
    16. 16. SOCIAL MEDIA STATShttp://www.digitalbuzzblog.com/infographic-social-media-statistics-for-2013/
    17. 17. SOCIAL MEDIA STATShttp://www.digitalbuzzblog.com/infographic-social-media-statistics-for-2013/
    18. 18. SOCIAL MEDIA STATShttp://www.digitalbuzzblog.com/infographic-social-media-statistics-for-2013/
    19. 19. The sad news24% OF PEOPLE HAVE MISSED WITNESSINGIMPORTANT MOMENTS BECAUSETHEY ARETOO BUSYTRYINGTOWRITE ABOUTTHEM ON SOCIALNETWORKS http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/
    20. 20. THE sad news40% OF PEOPLE SPEND MORETIME SOCIALIZINGONLINETHANTHEY DO FACE-TO-FACE 40% ACCOUNTS AND 8% MESSAGES ON SOCIAL SITES ARE SPAM http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/
    21. 21. leaders1 2 3
    22. 22. Some go Up some go down
    23. 23. Fall in the past
    24. 24. seven social networks To watch in 2013PHEED: SELLYOUR PHOTOS THUMB: PERSONAL CROWDSOURCING MEDIUM: INVITE ONLY! CONVERSATIONS: ENTERPRISE SOCIAL NET CHIRPIFY: BUY WITH ONETWEET FLAYVR: PICTURE SHARING CHIRP: SHARING CONTENT USING SOUND http://blog.hootsuite.com/7-social-networks-watch-2013/
    25. 25. My PERSONAL pickAPP.NET •  AD-FREE •  “BUILDYOUR OWN CLIENT“ •  CONTROLYOUR DATA •  PAYTO GET IT
    26. 26. Is there a limit to growth? WIKIPEDIA HAS PEAKED FACEBOOK HAS PEAKED? WHAT ABOUT NOVELTY ELEMENT?
    27. 27. facebookIn the last month, the worlds largest socialnetwork has lost 6m US visitors, a 4% fall,according to analysis firm SocialBakers. In the UK,1.4m fewer users checked in last month, a fall of4.5%.The declines are sustained. In the last sixmonths, Facebook has lost nearly 9m monthlyvisitors in the US and 2m in the UK. http://www.guardian.co.uk/technology/2013/apr/28/facebook-loses-users-biggest-markets
    28. 28. Best deal in the history of the social webWHY?•  USER GROWTH•  MOBILEhttp://dealbook.nytimes.com/2013/05/02/instagram-deal-is-looking-better-and-better/http://dealbook.nytimes.com/2012/04/09/facebook-buys-instagram-for-1-billion/
    29. 29. CATS…
    30. 30. Phenomenon of viral videosSource http://www.youtube.com/watch?v=9bZkp7q19f0
    31. 31. How does this happen?USERS ARE CONNECTEDVIA A COMMONOBJECT:THEIR JOB, UNIVERSITY, HOBBIES,INTERESTS,A DATE… “ACCORDING TO THIS THEORY, PEOPLE DON’T JUSTCONNECT TO EACH OTHER.THEY CONNECTTHROUGH A SHARED OBJECT. […]GOOD SERVICESALLOW PEOPLE TO CREATE SOCIAL OBJECTS THATADD VALUE.” – JYRI ENGESTROM
    32. 32. It’s the social objects we create…DISCUSSIONS BOOKMARKS ANNOTATIONS PROFILES MICROBLOGS MULTIMEDIA REF TO JOHNS SLIDES
    33. 33. …that connect usto other peopleSource http://www.slideshare.net/Cloud/another-social-semantic-web
    34. 34. sound vs. twitterhttp://www.youtube.com/watch?v=0UFsJhYBxzY
    35. 35. Science behind itEARTHQUAKE SHAKESTWITTER USERS:REAL-TIME EVENT DETECTION BY SOCIALSENSORS. SAKAKI ET AL. WWW2010
    36. 36. Twitter and US elections
    37. 37. A MOVE FROM THE WEB TO A “SOCIAL WEB”THE NEWYORKER, 1993 “ON THE INTERNET, NOBODY KNOWSYOU’RE A DOG.” THE NEWYORKER, 2005 “I HAD MY OWN BLOG FOR A WHILE,BUT I DECIDED TO GO BACK TO JUSTPOINTLESS, INCESSANT BARKING.”
    38. 38. Arab spring“THE PATTERN OFSPREAD OFTHEREVOLUTIONS WASNOT RELATEDTOTHEPATTERN OF SOCIALMEDIA USAGE.” http://www.rawstory.com/rs/2013/03/10/debate-flares-over-impact-of-social-media-on-arab-spring-and-other-revolutions/
    39. 39. What is (was!) Web 2.0?SECOND GENERATION OF WEB-BASEDCOMMUNITIES AND HOSTED SERVICESSUCH AS SOCIAL-NETWORKING SITES,WIKIS AND FOLKSONOMIES,WHICHAIMTO FACILITATE COLLABORATIONAND SHARING BETWEEN USERS
    40. 40. Features / principles of Web 2.0 (O’Reilly)1.  THE WEB AS PLATFORM 2.  HARNESSING COLLECTIVE INTELLIGENCE 3.  DATA ISTHE NEXT “INTEL INSIDE” 4.  END OFTHE SOFTWARE RELEASE CYCLE 5.  LIGHTWEIGHT PROGRAMMING MODELS 6.  SOFTWARE ABOVETHE LEVEL OF A SINGLEDEVICE 7.  RICH USER EXPERIENCES +THE LONGTAIL
    41. 41. Content can be…BOOKS AMAZON OPINIONS BLOGS BOOKMARKS DEL.ICIO.US PHOTOS FLICKR MUSIC LAST.FM EVENTS PLANCAST PLACES FOURSQUARE ARTICLES WIKIPEDIA
    42. 42. Blogging: a phenomenon for a new generation? Cincinnati Enquirer
    43. 43. Overview of blogsWEBLOG,WEB LOG OR SIMPLYA BLOG IS A WEB JOURNAL “A WEB APPLICATION WHICHCONTAINS PERIODIC TIME-STAMPED POSTS ON A COMMON(USUALLY OPEN-ACCESS)WEBPAGE”
    44. 44. BLOGSDRAW COMMENTS ANDOPINIONS FROMTHE PUBLICTHROUGH OPEN ACCESS SYNDICATED USING RSS ORATOM FORMATS (E.G. FORREADING FAVOURITE BLOGSWITH A FEED READER)
    45. 45. The state of the blogosphere from BlogPulse(6 April 2011)TOTAL IDENTIFIED BLOGS: 159,297,624 NEW BLOGS IN LAST 24 HOURS: 68,825 BLOG POSTS IN LAST 24 HOURS: 1,150,448
    46. 46. ATYPE OF WEBSITETHAT ALLOWS USERSTOEASILY ADD AND EDIT CONTENT AND ISESPECIALLY SUITED FOR COLLABORATIVEWRITING/WORK THE NAME IS BASED ONTHE HAWAIIANTERM WIKI-WIKI, MEANING “QUICK”,“FAST”,OR “TO HASTEN” WIkI
    47. 47. Some uses of wikisWIKIS ARE BEING USED FOR: ONLINE ENCYCLOPAEDIAS SOFTWARE DEVELOPMENT WRITING RESEARCH PAPERS FREE DICTIONARIES BOOK REPOSITORIES PROJECT PROPOSALS EVENT ORGANISATION
    48. 48. The Wikipedia: from Irish to Esperanto
    49. 49. MicrobloggingBETWEEN BLOGGING & IM SHORT MESSAGES MULTIPLE DEVICES CLOSETO REAL-TIME 140 CHARS MAXIMUM MOST POPULAR PLATFORM
    50. 50. YOU CAN DO AMAZING THINGS WITH SN
    51. 51. What are social networking services (SNSs)?FROMTHE BEGINNING,THE INTERNETWAS A MEDIUM FOR CONNECTINGNOT ONLY MACHINES BUT PEOPLE MAKETHE REAL-WORLDRELATIONSHIPS EXPLICITLY DEFINEDONLINE
    52. 52. Motivation for social network servicesALLOW A USERTO CREATE ANDMAINTAIN AN ONLINE NETWORK OFCLOSE FRIENDS OR BUSINESS ASSOCIATESFOR SOCIAL AND PROFESSIONALREASONS, SUCH AS FRIENDSHIPS ANDRELATIONSHIPS, BUSINESS OPPORTUNITIESOR JOB HUNTING.
    53. 53. Features of social network servicesNETWORK OF FRIENDS (INNER CIRCLE) SOCIAL NEWS FEEDS PERSON SURFING PRIVATE MESSAGING DISCUSSION FORUMS EVENTS MANAGEMENT POSTING AND COMMENTING MEDIA UPLOADING
    54. 54. SHARE YOUR INTEREST
    55. 55. share your photos
    56. 56. SHARE YOUR PRESENTATIONS
    57. 57. SHARE YOUR bookmarkS
    58. 58. SHARE what you HAVE read today
    59. 59. … FIND PUBLICATIONS OF YOUR PEERS
    60. 60. FIND COLLABORATORS AND OTHER RESEARCHERS
    61. 61. LINK TO PEOPLE YOU RUN WITH
    62. 62. FIND FRIENDS WITH SIMILAR musical interests
    63. 63. Elgg, social networking for education
    64. 64. Other niche SNSsCOUNTRY OF ORIGIN: SILICON INDIA GENDER: CAFÉMOM; SISTER WOMAN OCCUPATION: MODELSHOTEL; FANLIB(FICTION WRITERS); MILITARYSPOT (MILITARYFAMILIES); AGE: MULTIPLY (SENIORS); XING BUSINESS AND CAREERS: CONNECTBUZZ;INTERESTS: PEERTRAINER (HEALTH ANDWELLBEING) * Source: Paul Gibler, Wisconsin Technology Network
    65. 65. pay to use
    66. 66. Social websites are like data silosimage from pidgintech.com
    67. 67. ANYBODY IS CONNECTEDTO EVERYBODY ELSE BY NO MORETHAN SIX DEGREES OF SEPARATION(ON AVERAGE)
    68. 68. Milgram’s six degrees of separation theoryRANDOM PEOPLE FROMNEBRASKA WERETO SENDA LETTERTO A STOCKBROKER IN BOSTON THEY COULD ONLY GIVE ITTO FRIENDS WITH WHOMTHEY WERE ON A FIRST-NAME BASIS STANLEY MILGRAM (1933-1984)
    69. 69. Six Degrees of Separation“I READ SOMEWHERETHAT EVERYBODYONTHIS PLANET IS SEPARATED BY ONLYSIX OTHER PEOPLE.THE PRESIDENT OFTHE UNITED STATES,A GONDOLIER INVENICE, JUST FILL INTHE NAMES… IT’SANYONE.A NATIVE IN A RAIN FOREST,ATIERO DEL FUEGAN,AN ESKIMO.” PLAY FROM 1990 BY JOHN GUARE
    70. 70. The Erdős numberNUMBER OF LINKS REQUIREDTOCONNECT SCHOLARSTO ERDŐSVIA CO-AUTHORSHIP OF PAPERS ERDŐS WROTE 1500+ PAPERSWITH 507 CO-AUTHORS AMONG MATHEMATICIANS ONLYTHE AVG IS 4.65,THE MAX IS 13 PAUL ERDŐS (1913-1996) http://www.oakland.edu/enp/
    71. 71. Six degrees of kevin baconCONNECT ANY ACTORTOKEVIN BACON, BY LINKINGACTORS WHO HAVE ACTED INTHE SAME MOVIE KEVIN BACON http://en.wikipedia.org/wiki/Six_Degrees_of_Kevin_Bacon HTTP://ORACLEOFBACON.ORG/
    72. 72. IS IT THAT SURPISING?IFYOU HAVE 100 FRIENDS AND EACHOFTHEM HAS 100 DISTINCT FRIENDS YOU CAN REACH: 1)  100 DIRECTLY 2)  100 X 100 = 10,000 IN 2 STEPS 3)  10,000,000,000 IN 5 STEPS
    73. 73. NETWORK STRUCTURE
    74. 74. DUNBAR’S NUMBERSUGGESTEDCOGNITIVE LIMITTOTHE NUMBER OFPEOPLE WITH WHOMONE CAN MAINTAINSTABLE SOCIALRELATIONSHIPS. 150 100TO 230
    75. 75. summary1.  SN PART OF OUR CULTURE 2.  VERY HIGH USAGE WITH 3.  HUGE AMOUNT OF CONTENT CREATED 4.  DIFFERENT APPLICATIONS 5.  CAN BRING A LOT OFVALUETOYOU
    76. 76. COMING UP NEXT: SOCIAL SEMANTIC WEB

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