Global Social Networks. 13 November 2008, Belgian Usability Day, Brussels Peter Van Dijck, http://petervandijck.com

Cultural standardization.

What is cultural standardization?

“ Cultural standardization” The myth that by spreading cultural artifacts & practices, culture around the world is becoming the same everywhere. “ Coca-cola-ization”, “The convergence of tastes” . But: people give meaning to artifacts & practices.

The myth that by spreading cultural artifacts & practices, culture around the world is becoming the same everywhere.

“ Coca-cola-ization”, “The convergence of tastes” .

But: people give meaning to artifacts & practices.

Users of the same service are not necessarily the same. “ LiveJournal has decided that, in order to make certain that different communities are represented, there will be two user representatives in the Advisory Board. One will be elected to represent the Cyrillic language community and the other will represent the non-Cyrillic users.

“ LiveJournal has decided that, in order to make certain that different communities are represented, there will be two user representatives in the Advisory Board. One will be elected to represent the Cyrillic language community and the other will represent the non-Cyrillic users.

Technological determinism .

“ Technological determinism” The myth that there is one path of technological evolution that we all follow, determined by technology itself. Example: “We’re 10 years behind Japan in cellphone technology.” But: technology and culture interact, are co-created.

The myth that there is one path of technological evolution that we all follow, determined by technology itself.

Example: “We’re 10 years behind Japan in cellphone technology.”

But: technology and culture interact, are co-created.

Diversity in global social networks.

Some numbers Registered users (million) Facebook: 60 QQ.com: 500 Cyworld: 20 Mixi: 14 Revenues 2007: (million US$) Facebook: 150 QQ.com: 520 Cyworld: 200 Mixi: 100

Registered users (million)

Facebook: 60

QQ.com: 500

Cyworld: 20

Mixi: 14

Revenues 2007: (million US$)

Facebook: 150

QQ.com: 520

Cyworld: 200

Mixi: 100

Diversity of social networks

There is no winner (yet?)

Social networks on the move. CyWorld USA South Korea Orkut is focusing on Brazil Brazil Japan Friendster is focusing on Asia Netlog Is moving (leaving their home market) Is expanding

CyWorld

Technology & culture co-evolves.

Features and culture: Nico Nico Douga vs. YouTube

How “Japanese” is Nico Nico Douga?

Cyworld

It’s a cultural phenomenon. “ My name is Kim Yoo Bin… I am 21 years old… I am Wonder Girls… I like Horror movies… I like pretty things… I’m…Truthfully…I…have a confession to make…

“ My name is Kim Yoo Bin… I am 21 years old… I am Wonder Girls… I like Horror movies… I like pretty things… I’m…Truthfully…I…have a confession to make…

It’s a cultural phenomenon. “ My name is Kim Yoo Bin… I am 21 years old… I am Wonder Girls… I like Horror movies… I like pretty things… I’m…Truthfully…I…have a confession to make… I am……. Snow White…. “

“ My name is Kim Yoo Bin… I am 21 years old… I am Wonder Girls… I like Horror movies… I like pretty things… I’m…Truthfully…I…have a confession to make… I am……. Snow White…. “

Features and culture Environment: Fast internet Real identity. No anonymous browsing. Features: The usual photo/video sharing, buddy lists, groups etc… Avatar’s and 3-d homepages that you can decorate with items you buy. You can write a “couple-diary” with your special someone (way too corny for US audience). You can also write a group diary with your friends as many as 12. You can “lend” comic books (online). Cyworld evolved in South Korea. Technology and users co-evolve.

Environment:

Fast internet

Real identity.

No anonymous browsing.

Features:

The usual photo/video sharing, buddy lists, groups etc…

Avatar’s and 3-d homepages that you can decorate with items you buy.

You can write a “couple-diary” with your special someone (way too corny for US audience).

You can also write a group diary with your friends as many as 12.

You can “lend” comic books (online).

Cyworld evolved in South Korea.

Technology and users co-evolve.

Exporting culture/adapting features.

Locales tend to mix.

Netlog’s strategy: add languages & smart localization.

Smart localization: KISS Language based (not country based). An easy to localize platform. A smart global gateway. Content prioritization. Users see relevant content when logged in: users in their country, content in their language. No local offices. Community managers (students based in Gent) that speak the language.

Language based (not country based).

An easy to localize platform.

A smart global gateway.

Content prioritization.

Users see relevant content when logged in: users in their country, content in their language.

No local offices.

Community managers (students based in Gent) that speak the language.

Xing

Categories are cultural.

Categories are cultural

Other

Standardization vs. localization

Standardize or localize? Standardize Economies of scale. Localize Locally appropriate.

Standardize

Economies of scale.

Localize

Locally appropriate.

Tension between standardization and localization cannot be ignored, nor resolved. Standardize 1 feature set 1 business model Central offices Rollout globally Global processes Localize Separate feature sets Different business models Local offices Evolve separately Local processes …

Standardize

1 feature set

1 business model

Central offices

Rollout globally

Global processes

Localize

Separate feature sets

Different business models

Local offices

Evolve separately

Local processes

…

Standardize first, localize later Go international (standardize) After some time has passed, in some markets, go local

Go international (standardize)

After some time has passed, in some markets, go local

Recap Cultural standardization. People give meaning to artefacts. Technological determinism. Technology & culture co-evolve. Diversity of global social networks. There is no clear winner yet. Technology & culture co-evolves. Difficulty of transporting features. Locales tend to mix. The simple and the complex approach. Categories are cultural. Standardize vs. localize. Standardization vs. localization. Ongoing tension - standardize first.

Cultural standardization.

People give meaning to artefacts.

Technological determinism.

Technology & culture co-evolve.

Diversity of global social networks.

There is no clear winner yet.

Technology & culture co-evolves.

Difficulty of transporting features.

Locales tend to mix.

The simple and the complex approach.

Categories are cultural.

Standardize vs. localize.

Standardization vs. localization.

Ongoing tension - standardize first.

Thank you! http://petervandijck.com & http://290s.com