Social Networks
Paulo Duarte
Web Evolution
• Web 1.0 (static pages)
• Web 2.0 (Colaborative Web – prosumer age)
• Web 3.0 (semantic Web)

July 2013

So...
Web 1.0

July 2013

Social Networks

Slide 3 of 53
Web 2.0
Web 2.0 is the shift to the Internet as platform, 
and an understanding of the rules to succeed in
this new platfo...
Web 2.0

July 2013

Social Networks

Slide 5 of 53
Web 2.0 ‐ Boom
Since 2003, with the launch of many new sites 
(e.g. LinkedIn, CouchSurfing, MySpace, LastFM, 
Hi5).
In 200...
Web 3.0
Semantic Web
The information is organized in a semantic 
and personalized way.
http://www.wolframalpha.com/

July ...
Some Concepts
• Social Networks
• Social Media
• Interoperability

July 2013

Social Networks

Slide 8 of 53
Definition
• Social Networks 
“Web‐based services that allow individuals to (1) 
construct a public or semi‐public profile...
Examples
• Social Networks
Facebook
Youtube
Twitter
LinkedIn
Google Plus
Flickr
Pinterest
July 2013

Social Networks

Slid...
Definition
• Social Media
Means of interaction using the internet and social 
networks. As opposed to traditional media, 
...
The Vision of Students today (2007)

July 2013

Social Networks

Slide 12 of 30
July 2013

Social Networks

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July 2013

Social Networks

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Numbers
Monthly users – 1.1 Billion
Daily users – 665 millions
.

Total users – Over 500 millions
Monthly users – 288 mill...
July 2013

Social Networks

Slide 16 of 30
Now it’s the
age of 45 

July 2013

Social Networks

Slide 17 of 30
2013 – 751M

July 2013

Social Networks

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July 2013

Social Networks

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July 2013

Social Networks

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July 2013

Social Networks

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July 2013

Social Networks

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July 2013

Social Networks

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July 2013

Social Networks

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July 2013

Social Networks

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Social Networks

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http://www.youtube.com/watch?v=4ba1BqJ4S2M

July 2013

Social Networks

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http://www.youtube.com/watch?v=OtcpO4vipNU

July 2013

Social Networks

Slide 28 of 30
Bad Examples

July 2013

Social Networks

Slide 29 of 53
Bad Examples

July 2013

Social Networks

Slide 30 of 53
The use of social networks
• To create an online presence and improve 
the visibility of the 
company/association/person
•...
Social Media ‐ Education

Retirado de: 
http://www.mindjumpers.com/

July 2013

Social Networks

Slide 32 of 53
Social Media ‐ Education
Promotes
• Collaboration in content creation (Wikipedia)
• Collective intelligence
“Some other ey...
Social Media ‐ New challenges
• Personalization
• Sharing
• Participation
• Collaboration
July 2013

Social Networks

Slid...
Personalization
I want to have the contents directed to me
•
•
•
•

Eliminate non important information 
Organize content ...
Personalization

July 2013

Social Networks

Slide 36 of 53
Sharing

July 2013

Social Networks

Slide 37 of 53
Sharing

July 2013

Social Networks

Slide 38 of 53
Participation
• Development of critical thought
• Possibility of intervening
• Need for involvement
• Willingness to help
...
Participation

July 2013

Social Networks

Slide 40 of 53
Participation

July 2013

Social Networks

Slide 41 of 53
Collaboration

July 2013

Social Networks

Slide 42 of 53
Facebook
Allows us to create a profile (personal) or 
page (institutional/public figure).
Posts, chat, discussion forums, ...
Twitter
Targeted to short and instantaneous
information (maximum 140 characters)
Used to share updates about what you're
d...
Google +
Target and goals similar to Facebook.
Thanks to it being linked to other Google 
features is a great tool for sha...
New Social Media
Strategy
Planification
5 W’s and one H
Why, Who, What, Where, When, How
Why
Why do I need a new social media strategy?

July 2013

...
Planification
Who?
Who is my target group? (Age, Location, Sex, 
other characteristics)
What
What do I have to offer?
What...
Planification
How
How they interact? (Applications/contents
they use, and how they use them).
How do I reach them? (Conten...
Planification
Where
Where are they? (Which networks).
When
When are they most active? When are they 
online. When should I...
Interoperability
“Interoperability is the ability of a system or a 
product to work with other systems or 
products withou...
Publish in several networks
Facebook
Twitter
Hootsuite

LinkedIn
Google+
Wordpress

July 2013

Social Networks

Slide 52 o...
Multilevel Diagram
Rss Feed

Hootsuite

All
networks
Facebook

Rss Feed

Twitterfeed

Twitter
LinkedIn

July 2013

Social ...
Interactive Applications
Facebook

July 2013

Social Networks

Slide 54 of 53
Intel – Museum of Me

http://www.intel.com/museumofme/r/index.htm
3 de dezembro de 
2012

Argumento Interativo

Slide 55 d...
Lost in val sinestra

http://www1.lost‐in‐val‐sinestra.com/
3 de dezembro de 
2012

Argumento Interativo

Slide 56 de 30
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social networks by Paulo Branco

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e-skills IP - Competences for Collaboration and Knowledge Sharing in Digital Society | an Erasmus Intensive Programme under the Lifelong Learning Programme | Grant Agreement Number 2012-1-PT1-ERA 10-12552
Coordinator: Ana Loureiro (accloureiro@gmail.com) | http://eskills-ip.weebly.com/

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social networks by Paulo Branco

  1. 1. Social Networks Paulo Duarte
  2. 2. Web Evolution • Web 1.0 (static pages) • Web 2.0 (Colaborative Web – prosumer age) • Web 3.0 (semantic Web) July 2013 Social Networks Slide 2 of 53
  3. 3. Web 1.0 July 2013 Social Networks Slide 3 of 53
  4. 4. Web 2.0 Web 2.0 is the shift to the Internet as platform,  and an understanding of the rules to succeed in this new platform. Among others, the most important rule is to develop applications that leverage network effects to become better the more they are used by people taking advantage of the collective intelligence TimO'Reilly (2004) July 2013 Social Networks Slide 4 of 53
  5. 5. Web 2.0 July 2013 Social Networks Slide 5 of 53
  6. 6. Web 2.0 ‐ Boom Since 2003, with the launch of many new sites  (e.g. LinkedIn, CouchSurfing, MySpace, LastFM,  Hi5). In 2004 comes the concept Web 2.0 to describe  the new generation of the Internet, built by the  user. In 2006 TIME Magazine selects "You" as the  Person of the Year July 2013 Social Networks Slide 6 of 53
  7. 7. Web 3.0 Semantic Web The information is organized in a semantic  and personalized way. http://www.wolframalpha.com/ July 2013 Social Networks Slide 7 of 53
  8. 8. Some Concepts • Social Networks • Social Media • Interoperability July 2013 Social Networks Slide 8 of 53
  9. 9. Definition • Social Networks  “Web‐based services that allow individuals to (1)  construct a public or semi‐public profile within a  bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system”. (Boyd & Ellison,  2007) July 2013 Social Networks Slide 9 of 53
  10. 10. Examples • Social Networks Facebook Youtube Twitter LinkedIn Google Plus Flickr Pinterest July 2013 Social Networks Slide 10 of 53
  11. 11. Definition • Social Media Means of interaction using the internet and social  networks. As opposed to traditional media,  encourages conversation and interaction between users that are not mere consumers / readers /  listeners, but also producers and participants in the production of content. July 2013 Social Networks Slide 11 of 53
  12. 12. The Vision of Students today (2007) July 2013 Social Networks Slide 12 of 30
  13. 13. July 2013 Social Networks Slide 13 of 30
  14. 14. July 2013 Social Networks Slide 14 of 30
  15. 15. Numbers Monthly users – 1.1 Billion Daily users – 665 millions . Total users – Over 500 millions Monthly users – 288 millions . Total users – 500 millions Monthly users – 359 millions July 2013 Social Networks Slide 15 of 53
  16. 16. July 2013 Social Networks Slide 16 of 30
  17. 17. Now it’s the age of 45  July 2013 Social Networks Slide 17 of 30
  18. 18. 2013 – 751M July 2013 Social Networks Slide 18 of 30
  19. 19. July 2013 Social Networks Slide 19 of 30
  20. 20. July 2013 Social Networks Slide 20 of 30
  21. 21. July 2013 Social Networks Slide 21 of 30
  22. 22. July 2013 Social Networks Slide 22 of 30
  23. 23. July 2013 Social Networks Slide 23 of 30
  24. 24. July 2013 Social Networks Slide 24 of 30
  25. 25. July 2013 Social Networks Slide 25 of 30
  26. 26. July 2013 Social Networks Slide 26 of 30
  27. 27. http://www.youtube.com/watch?v=4ba1BqJ4S2M July 2013 Social Networks Slide 27 of 30
  28. 28. http://www.youtube.com/watch?v=OtcpO4vipNU July 2013 Social Networks Slide 28 of 30
  29. 29. Bad Examples July 2013 Social Networks Slide 29 of 53
  30. 30. Bad Examples July 2013 Social Networks Slide 30 of 53
  31. 31. The use of social networks • To create an online presence and improve  the visibility of the  company/association/person • To observe the competition/community  (what present and future partners/clients  say about you) • To communicate with partners, clients,  students, colleagues July 2013 Social Networks Slide 31 of 53
  32. 32. Social Media ‐ Education Retirado de:  http://www.mindjumpers.com/ July 2013 Social Networks Slide 32 of 53
  33. 33. Social Media ‐ Education Promotes • Collaboration in content creation (Wikipedia) • Collective intelligence “Some other eyes  will look around, and find the things I've never found.” Malvina Reynolds Increases • Motivation • Participation • Interaction July 2013 Social Networks Slide 33 of 53
  34. 34. Social Media ‐ New challenges • Personalization • Sharing • Participation • Collaboration July 2013 Social Networks Slide 34 of 53
  35. 35. Personalization I want to have the contents directed to me • • • • Eliminate non important information  Organize content based on my preferences Having my own channel of communication Value the interactivity increasing the  degree of intimacy July 2013 Social Networks Slide 35 of 53
  36. 36. Personalization July 2013 Social Networks Slide 36 of 53
  37. 37. Sharing July 2013 Social Networks Slide 37 of 53
  38. 38. Sharing July 2013 Social Networks Slide 38 of 53
  39. 39. Participation • Development of critical thought • Possibility of intervening • Need for involvement • Willingness to help July 2013 Social Networks Slide 39 of 53
  40. 40. Participation July 2013 Social Networks Slide 40 of 53
  41. 41. Participation July 2013 Social Networks Slide 41 of 53
  42. 42. Collaboration July 2013 Social Networks Slide 42 of 53
  43. 43. Facebook Allows us to create a profile (personal) or  page (institutional/public figure). Posts, chat, discussion forums, photos,  videos, events, petitions, and others  (possibility to create apps). Excelent to interact with  friends/customers/partners and to receive  feedback July 2013 Social Networks Slide 43 of 53
  44. 44. Twitter Targeted to short and instantaneous information (maximum 140 characters) Used to share updates about what you're doing or links of interest. Users follow and are followed Possibility of "retweet", increasing the visibility of information. July 2013 Social Networks Slide 44 of 53
  45. 45. Google + Target and goals similar to Facebook. Thanks to it being linked to other Google  features is a great tool for sharing and to  influence the actual content search in Google. A very secure social network with great search options. July 2013 Social Networks Slide 45 of 53
  46. 46. New Social Media Strategy
  47. 47. Planification 5 W’s and one H Why, Who, What, Where, When, How Why Why do I need a new social media strategy? July 2013 Social Networks Slide 47 of 53
  48. 48. Planification Who? Who is my target group? (Age, Location, Sex,  other characteristics) What What do I have to offer? What can I do? July 2013 Social Networks Slide 48 of 53
  49. 49. Planification How How they interact? (Applications/contents they use, and how they use them). How do I reach them? (Contents, type of interaction, applications). July 2013 Social Networks Slide 49 of 53
  50. 50. Planification Where Where are they? (Which networks). When When are they most active? When are they  online. When should I interact? July 2013 Social Networks Slide 50 of 53
  51. 51. Interoperability “Interoperability is the ability of a system or a  product to work with other systems or  products without special effort on the part of  the customer.” http://ethics.csc.ncsu.edu/ In social media is the possibility to publish the  same information to several platforms at the  same time, or to aggregate content from those  networks into one service. July 2013 Social Networks Slide 51 of 53
  52. 52. Publish in several networks Facebook Twitter Hootsuite LinkedIn Google+ Wordpress July 2013 Social Networks Slide 52 of 53
  53. 53. Multilevel Diagram Rss Feed Hootsuite All networks Facebook Rss Feed Twitterfeed Twitter LinkedIn July 2013 Social Networks Slide 53 of 53
  54. 54. Interactive Applications Facebook July 2013 Social Networks Slide 54 of 53
  55. 55. Intel – Museum of Me http://www.intel.com/museumofme/r/index.htm 3 de dezembro de  2012 Argumento Interativo Slide 55 de 30
  56. 56. Lost in val sinestra http://www1.lost‐in‐val‐sinestra.com/ 3 de dezembro de  2012 Argumento Interativo Slide 56 de 30
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