Social Network Services Psychosocial Technological Perspective
TREND Motivation to Blog The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog: self-expression life documenting commenting forum participating information searching The idea of being able to escape the real world Web-based technologies help to unlock existing human needs
Agenda Technology megatrends impacting community Social Media Social vs Traditional Communication Australians and social media The big shift Social everywhere Citizen facing systems Social Network engines Launching a social network service
Technology Megatrends Internet of Things Remote Robot -QB 3D Cinema & TV Immersive Apple iTravel Electronic Publishing
Go-Nowhere-Gamers “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.” Future of Free Time, April 2010
Social Media is not Conventional Media “a many-to-many mediated communications model in which consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, consumers [people] can provide commercially oriented content to the medium.” Hoffman & Novak, 1997
How Social Media Supports the Myth of Paris 8 Casablanca “We'll Always Have Paris” Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral, louvre,museum City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers
Nielsen 2010 Social Media Report 9 million Australians interact via social networks Content sharing is the most popular activity 4 in 5 Australian Internet users shared a photo Twitter usage grew by 400% in 2009 Nearly 3/4 of Australians read a wiki 2 in 5 Australians interact with companies via social networks
Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/
16 million people in the UK accessed Internet via mobile phones in December 2009. Total of 6.7 billion pages and 4.8 billion minutes online during the month. Top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online
Australia Leads Average Time Spent per Person on Social Media Sites in December 2009
Zuckerberg: “We Are Building A Web Where The Default Is Social”(3rd F8 developer conference, San Francisco) Open (Interest) Graph not only social connections between people, but connections people have with their interests—things, places, brands, and other sites. Yelp might create one around restaurants, Pandora might create one around music. Add some “like” buttons and anytime someone likes a restaurant or song anywhere on the Web with a Facebook like button, that information will flow back into the Open Graph. So that Yelp will know what restaurants you and your friends have liked elsewhere and take that into consideration when giving you recommendations, or Pandora with music, and so on. Facebook is taking some of the information that pops up in people’s realtime streams and baking it into the Web. “The stream is ephemeral,” says Zuckerberg. “It is there for a few hours and then it mostly floats away. Services don’t understand the semantic connections between you and that restaurant.” But now Facebook can. Instead of the Web being defined only by hyperlinks (to the benefit of search engines like Google), Facebook wants it to be defined by social connections, likes and dislikes, interests that are coded and machine-readable. “Our goal is to use the open graph so people can have instantly social experiences wherever they go,” he says. The Open Graph is hugely ambitious. Just wait until Facebook plugs in targeted advertising by: Location, Age, Sex, Keywords, Education, Workplace, Relationship Status, Relationship Interests & Languages. The Open Graph API will allow any page on the Web to have all the features of a Facebook Page. Once implemented, developers can include a number of Facebook Widgets, like the Fan Box, or enable the transformation of any Web page so it functions similar to a Facebook Page.
TV 3.0 Livestation All your channels in one place Surf and email while you watch Instant, live chat with others watching Livestation Desktop alerts bring you breaking news and Livestation updates Share with friends. Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.
Social Travel General social networks and sites: Facebook (e.g. referrals to hotel web sites) Flickr (uploads from destination) Twitter (alerts on posted reviews, special offers e.g. Tornoto at 50% discount from Virgin America and geotagging use www.connectme360.com to check out ground content from destination tweets) LinkedIn YouTube (video of destination experience) Mobile social networks – foursquare and Gowalla Travel Blogs – Travelpod and TravelBlog Social Travel guides/networks – WAYN Travel review sites – trip advisor and Travel Post Online Travel Agencies (hotel reviews)
Implication: Engaged Citizen looking for new ways to connect with Council
WHAT DO CUSTOMERS WANT ? A Relationship Promptness Promises Kept Kept Informed Follow Up No Surprises Do It Right First Time Accessibility Responsiveness Knowledgeable People Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”
Challenge Today : Move from Transactions Alone to Relationships Future State = Citizen Engagement (relationships) We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue Current State = Transactions We do this stuff well e.g. Fines, Service Fees …
Move to Citizen Facing Systems & Relationships Food Safety Offences (/www.foodauthority.nsw.gov.au/penalty-notices/) publishing breaches in food safety to the citizens of New South Wales in Australia. Patient Opinion (www.patientopinion.org.uk/) facilitating dialogue between patients in the United Kingdom and the National Health Service Toronto, MyBikeLane(toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/
“Elegant Organisation” You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) – “What Would Google Do?” Harper Business
“…why social objects are the future of marketing.” (MacLeod 2008) Social Networks form around Social Objects**, not the other way around. (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com
Free Open Source Social Network Engines * Ruby on Rails * 54565 copies downloaded *To go live add a database and a web server * Follow a user, mutual following is friending * User-to-User Messaging * Profile Comments * User Blogs with Comments * Photo Gallery with Captions * Site Search for Friends * Profile Bio and Information * User Dashboard (Recent Activity of Friends) * Emailed Activity * Flickr Integration * YouTube Integration *Apache web server, MySQL database system and PHP *Profiles *Activity Streams *Blogging / Microblogging *Pages *RSS / JSON *Widgets *Video *Social bookmarking *Groups *Access controls *Control who can access your content. *Web Services API *Documents *Photo Gallery * Multiple view support e.g. iPhone *http://community.elgg.org/ powered by elgg
http://community.brighton.ac.uk/ Powered by Elgg, the leading open source social networking platform
platform facilitates carpooling and carsharing put passengers in touch with drivers – who are free to put a price on the rides they offer 100,000 passengers find rides through Comuto per month traffic has doubled since volcanic eruption in Iceland
Launching a Social Network Service 0. Mobile Photos, Videos, Latest Activity, Members, and Events Keywords for discoverability Welcome centre FAQs Moderation e.g. suspend members, own user moderation Kick start with champions/evangelists/passionates Latest activity Giveaways e.g. book from authors/guest visiting library Monitor registrations Members/volunteers as moderators Link to main web site Promote content via email, Twitter & Facebook Share content on Facebook
Potential Economics of Social Content Original Content = X Original Content + Ratings/Reviews = 2X Original Content + Ratings/Reviews + User generated content = 4X Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO
September 2009 “Midlife Australians Flock To Social Media” Forrester Groups Social Media Activities Into Five Categories
September 2009 “Midlife Australians Flock To Social Media” Middle-Aged Australians Increased Content Consumption And Use Of Social Networks
September 2009 “Midlife Australians Flock To Social Media” Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)
Community Manager (online) Serve customers through listening and responding to needs vs marketing or advertising.
Focus on launching and growing the community through:
Invite creators and influencers to become charter members of the community
Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes
Ensure community can be readily found with links from web sites, blogs and other popular social media.
Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.
Become a Leading AuthorityProvide Value, Service and social exchange. Bookkeeper: