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Social networks  going  global.
A little  background theory .
Cultural standardization
ā€œ Cultural standardizationā€ ,[object Object],[object Object],[object Object]
Technological determinism
ā€œ Technological determinismā€ ,[object Object],[object Object],[object Object]
Global social networks.
Ā 
Some numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cyworld
Itā€™s a cultural phenomenon. ,[object Object]
Itā€™s a cultural phenomenon. ,[object Object]
Features and culture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exporting culture/adapting features.
Features and culture: Nico Nico Douga vs. YouTube
Ā 
How ā€œJapaneseā€ is Nico Nico Douga?
Ā 
Webkare
Social networks on the move. ,[object Object],USA South Korea Orkut is focusing on Brazil Brazil Japan Friendster is focusing on Asia Netlog Is moving (leaving their home market) Is expanding
Netlogā€™s strategy: add languages & smart localization.
Smart localization: KISS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Xing
Ā 
Ā 
Categories are cultural
Ā 
Tags can be separated by the userā€™s default language
Crowdsourcing translations
Standardize, then localize ,[object Object],[object Object]
Users of the same service are not necessarily the same. ,[object Object]
Ā 
Conclusions , if any.
Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do social networks go global? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tension between standardization and localization cannot be ignored, nor resolved. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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Thank you.  http://petervandijck.com

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Social networks going Global

Editor's Notes

  1. Thanks for coming. About me: IA in London, New York, Belgium. Book about IA. Talk/writing about global IA.