Andreas and Micheal – Wrote a paper “users of the world unite! The challenges and opportunities of social media”Web 2.0 – is about user participation – i.e. user contributionAttention Age is a spin off of the Information age – As intnet/knowlwedge grows ‘attention’ becomes a commodity that can be monetised.
Attributed to Flowtown for the info graphicGenderFacebook, Twitter and particularly Myspace exhibit a gender bias to women. (are women more social?). Linkedin doesn’t exhibt this biasAge distribution: Myspace for kids, Linkedin for Working population. Facebook and Twitter slightly more balanced though Facebook appeals more to a younger generationEducations:Myspace - lower education bias reflecting user baseLinkedin – Bias towards higher education (reflecting intended audience)Facebook & twitter more balanced though twitter leans towards higher education levels (by dint of usage profile)Income: Reflective of education level and age distribution.Conclusion: different networks are ‘right’ for different people and purposes.
Different networks for different people & purposesDon’t dwell.Area is representative of users. Note there is overlap!Qzone – pay for servicesTwitter –microblogging siteHabbo – aimed at teenagers – collection of sub communities or ‘Hotels’. Habbo has virtual currency that can be purchased with real money.Myspace – New direction – Music Oriented – younger peopleVkontakte – Russian facebookHi5 - Popular is Latin AmericaLinkedIn – Business networkOrkut – google offering – poular in Brasil & India
The big one
Twitter uses news distributionHashtagsGov20 campaigners mechanism of choiceSpikes on large media eventsMarketing channelUnlike facebook not just personal, not linkedin as nto just business – Twitter is more balanced – knowledge
Facebook placeFacemailvs GmailLike buttons
200mfacebook users Standing up exercise
Richard Apps: The influence of Social Media
The influence of social media<br />Richard Apps<br />26 November 2010<br />email@example.com<br />
Social media users<br />Image, Creative Commons: premasagar<br />
Quick definition of social media?<br />Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web based technologies to turn communication into interactive dialogues. Andreas Kaplan and MichealHaenlein define social media as a group of internet –based applications that build on the ideological and technological foundations of web 2.0, which allows the creation and exchange of user generated content. Businesses also refer to social media as consumer-generated media. Social media utilization is believed to be a driving force in defining the current time period as the attention age. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.<br />
Facebook – Key Stats<br />More than 500 million active users <br />50% of active users log on to Facebook in any given day <br />Average user has 130 friends <br />People spend over 700 billion minutes per month on Facebook (average of over 45 mins per day per user)<br />More than 70 translations available on the site <br />There are more than 200 million active users currently accessing Facebook through their mobile devices. <br />People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. <br />Launched, Feb 2004<br />Symmetrical network<br />-><br />friend<br />←<br />friend<br />
Current estimate: 175m</li></ul>Source: RJ Metrics<br />
Twitter Uses<br />Microblogging<br />Crowd sourcing<br />Media / events tracking<br />Campaigning and Awareness<br />Link / photo / video and location sharing<br />The 140 char status is a very effective publishing format that is more functional than equivalent Facebook status on account of the asymmetry of the network. <br />
Social Media – Where Next<br />Where are the major players going?<br />New mass market entrants will struggle.<br />Image, Creative Commons: timellis<br />
Mobile usage<br />Mobile usage will continue to grow<br />Image, Creative Commons: William Hook<br />Image: JMC photos<br />