Wait, It’s Actually SOCIAL Media?

Part I:
From theory
to practice ....

How is the Internet
transformingsociety?

Georgetown
UNIVERSITY

The End

Demographic shifts
ONLINE

THE INTERNET AS WE KNOW IT?
• The Internet is growing at an annualized rate of 18% and now has more than 1
billion users. A second billion users will follow in the next ten years.
• 41% of Internet users are now in Asia and 24% are in Europe. Only 15% of
users are in North America, where it all started in 1969 when two computers --
one in Los Angeles, the other in Palo Alto -- were networked together.
• South Korea has the highest broadband penetration 70%+ and China has the
most Internet users under the age of 30.
• Internet penetration has now reached 74% for all American adults.
• Computer and Internet exposure for this generation have occurred as early as
ages 5-6; screen exposure as early as 2 years old.
• Generation M (youth born between 1982 and 1991) spends eight and a half
hours in media activity each day, but it only takes six and a half hours to do so.

WORLD INTERNET USAGE
Users
Internet Users (Dec. Latest Internet Users Penetration (% of Users % of
World Regions Population (2008 Est). Growth
31, 2000) (Mar. 31, 2009) Population) Table
2000-2008
AFRICA 975,330,899 4,514,400 54,171,500 5.60% 1,100% 3.40%
ASIA 3,780,819,792 114,304,000 657,170,816 17.40% 474.90% 41.20%
EUROPE 803,903,540 105,096,093 393,373,398 48.90% 274.30% 24.60%
MIDDLE EAST 196,767,614 3,284,800 45,861,346 23.30% 1,296.20% 2.90%
NORTH AMERICA 337,572,949 108,096,800 251,290,489 74.40% 132.50% 15.70%
LATIN AMERICA/CARIBBEAN 581,249,892 18,068,919 173,619,140 29.90% 860.90% 10.90%
OCEANIA/AUSTRALIA 34,384,384 7,620,480 20,783,419 60.40% 172.70% 1.30%
WORLD TOTAL 6,710,029,070 360,985,492 1,596,270,108 23.80% 342.20% 100%
NOTES: (1) Internet Usage and World Population Statistics are for March 31, 2009. (2) CLICK on each world region name for detailed regional usage information. (3) Demographic
(Population) numbers are based on data from the US Census Bureau . (4) Internet usage information comes from data published by Nielsen Online, by the International
Telecommunications Union, by GfK, local Regulators and other reliable sources. (5) For definitions, disclaimer, and navigation help, please refer to the Site Surfing Guide. (6) Information in
this site may be cited, giving the due credit to www.internetworldstats.com. Copyright © 2001 - 2009, Miniwatts Marketing Group. All rights reserved worldwide.

0
0.09
0.18
0.27
0.36
0.45
0.54
0.63
0.72
0.81
0.90
0
50
100
Iraq
Iraq 1.0%
Cuba 2.1%
Cuba
Sri Lanka 3.7%
India 7.1%
Pakistan 10.1%
India Pakistan
Ecuador 12.3%
Egypt 12.9%
Russia 19.8%
China 22.4%
Egypt Russia China
Saudi Arabia 22.7%
Mexico 24.9%
Brazil 34.4%
Hungary 35.2%
Mexico Brazil Hungary
Greece 46.0%
Italy 48.8%
France 65.7%
Taiwan 66.1%
Italy France Taiwan
Germany 67.0%
Spain 70.5%
Spain
United Kingdom 70.9%
Canada 72.3%
Japan 73.8%
INTERNET PENETRATION BY MARKET
Israel 74.0%
UK Canada Japan Israel
United States 74.7%
Australia 80.6%
USA Australia
Source: Internetworldstats.com, 2009

U.S. INTERNET USAGE (2007)
Age of Householder
Under 25 years 74.52%
25-34 years 78.94%
35-44 years 82.53%
45-54 years 79.78%
55+ years 55.86%
Race of Householder
White Non Hispanic 75.15%
Black Non Hispanic 58.96%
AI/AN Non Hispanic 59.88%
Asian Non Hispanic 82.03%
Hispanic 54.80%
Gender of Householder
Male 73.47%
10% 20% 30% 40% 50% 60% 70% 80% 90%
Female 68.53% Source: Data from the Current Population Survey (October 2007), U.S. Census Bureau

INCREASINGLY A MOBILE WORLD
• Handset vendors shipped 258
million handsets by the end of Q1
2009.
• Nokia shipped 13.7 million
smartphones worldwide in the
first quarter ‘09, while RIM
shipped 7.9 million BlackBerry
devices.
• April 2009, nine months after
Apple began selling apps for the
iPhone, the billionth application
was downloaded from the iTunes
store.
• 8% of adults use mobile devices
and broadband platforms for
continual information exchange
to collaborate with their social
networks.
Sources: ABI Research, Wired Magazine, ComputerWorld,
AdMob, and Pew Internet and American Life Project.

CONSUMPTION OF SOCIAL MEDIA
100
0.900
0.675
50
0.450
0.225
Read blogs/weblogs
Start my own blog/weblog
Leave a comment on a news site
Watch video clips online
Download a podcast
Create a profile on a social network
Subscribe to an RSS feed
0 0
Wave 1 Sep 2006 Wave 2 Jun 2007 Wave 3 Mar 2008
Source: Universal McCann 2008

2008 SOCIAL TECHNOGRAPHICS LADDER
• Public a blog
21%
• Publish your own Web page
Creators •
•
Upload video you created
Upload audio/music you created
• Write articles or stories and post them
• Post ratings/reviews of products or services
Critics •
•
•
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
37%
19%
• Use RSS feeds
Collectors •
•
“Vote” for Web sites online
Add “tags” to Web pages or photos
Joiners •
•
Maintain profile on a social networking site
Visit social networking sites 35%
• Read blogs
69%
• Listen to podcasts
Spectators •
•
Watch video from other users
Read online forums
• Read customer ratings/reviews
Inactives • None of the above
25%
Source: Forrester, North American Technographics Media and Marketing Online Survey, Q2 2008

Why is
But why?
the technology
so persuasive?

PERSUASIVE TECHNOLOGY
“I define persuasive technology as any
interactive computing system designed to
change people’s attitudes or behaviors.”
-- B.J. Fogg, Ph.D., Stanford University

CAPTOLOGY
Technology Persuasion
Web sites
Social Networks Behavior change
Captology
Mobile devices Attitude change
Video games Motivation
Software Change in worldview
Virtual reality Compliance
Exercise equipment
Sources: B.J. Fogg, Persuasive Technology: Using Computers to Change What We Think and Do

ADVANTAGES OF TECHNOLOGY
• More persistent than
human beings.
• Offers greater anonymity.
• Manages huge volumes of
data.
• Uses many modalities to
influence.
• Scales easily.
• Goes where humans
cannot or may not be
welcomed.
Sources: B.J. Fogg, Persuasive Technology: Using Computers to Change
What We Think and Do and screenshots of FitNow’s Lose it! application.

Uhm, okay ... how do we
TURN IT
OFF!?!?!

THAT’S NO LONGER A CHOICE ...
• Increasingly becoming
more pervasive and at a
great variety of scale;
individual, room, building
and public space.
• Information process and
data collection is
embedded in objects and
surfaces.
• Emergence of a global,
mobile real-time culture.
• Greater reliance on
interconnectedness and
awareness.
• Personal and professional
spheres intersecting.

What’s the
object that
binds us
together?

SOCIAL OBJECT THEORY
“Engeström described social object theory as the
belief that all successful social media interactions
and ventures center on an object — ‘the reason
people connect with each particular other and not
something else.’ Another way to describe a social
object is as the centerpiece in a dialogue between
two or more people. People don’t just talk — they
tend to talk ‘around’ objects. For example, if I’m
speaking to my mother about the flowers I sent her,
the flowers are the social object.”
-- Razorfish, Digital Outlook Report (pg. 59)

CREATING MOMENTS OF INTERACTION
• Define your object; keep iterating.
• Define your verbs; share, rate it,
comment, et cetera.
• Make the objects shareable,
actionable.
• Turn invitations into gifts; grow
network by creating value.
• Charge the publishers, not the
spectators.

Are your social objects
Contagious?

WE ARE INHERENTLY SOCIAL
“Man is by nature a social animal; an
individual who is unsocial naturally and
not accidentally is either beneath our
notice or more than human.”
-- Aristotle, Politika

Flash mob takes over Border’s

SOCIAL CONTAGION
You Friends Accelerators Mass Global
1 85 1,000s 100,000s
1,000,000s
Blogging
Bookmarking
Events
Sharing
Referencing
Networking
Micro-blogging
Users carry/spread your brand by a factor of 7.

LIFE STREAMS & INFLUENCE
Source: David Armano, Dachis Corp. 2007

INFLUENCERS, NOT FOLLOWERS
What they are called
Category Who they are Channels of Influence
(partial list)
Formal position of authority • Political/government leaders and • Laws & regulations • Opinion leaders
staff • Decision and spending authority • Decision makers
• Business leaders • Top-down directives • C-suite
Institutional/recognized subject • Academics/scientists • Academic journals • Experts
matter experts and advocates • Industry analysts • Traditional media • Mavens
• NGO leaders • New media • Analysts
• Consumer activists • Social media • Critics
Media elite • Journalists • Traditional media • Talking heads
• Commentators • New media • Columnists
• Talk show hosts • Social media • Politicos
Cultural elite • Celebrities • Traditional media • Trendsetters
• Designers • New media • Fashionistas
• Artists • New styles/products • Taste makers
• Musicians • Social media • Creators
• Starters
Socially connected • Neighborhood leaders • Personal relationships • Mavens
• Members of community groups • Email lists • Starters
Online networkers • Social gatherings • Connectors
• Business networkers • Social networking websites • Soccer moms
• Social media • Spreaders
• Hubs
• Alphas
Source: Word of Mouth Marketing Association (WOMMA), WOMMA’s Influencer Handbook

FROM THEORY TO PRACTICE ....
• Technology is neutral; it is not inherently good or evil, however, the ways in which it
may be utilized can be.
• The ubiquitous and ever evolving nature of technology demands that we reflect as
both individuals and as a society.
• The development of technology is so rapid that social mores and legal rules are
most often left behind.
• There are strong reasons why technology works; understand the persuasive nature
of technology in order to better understand user behavior.
• Our increasing interconnectedness revolves around social objects, provide
moments of interaction; automate generation of objects.
• Influencers generally like to connect, provide opportunities for private interaction
amongst influencers; consider online and offline opportunities.

ROBERT MICHAEL MURRAY
Phone: +1 (202) 549-3197 or +1 (202) 470-3989
Email: robert.murray@crowdscrapers.com
Facebook: http://profile.to/robertmichaelmurray
Twitter: @boxednoise (RobertMichaelMurray)