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Richard Apps: The influence of Social Media

Richard Apps: The influence of Social Media






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  • 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 Richard Apps: The influence of Social Media Presentation Transcript

  • The influence of social media
    Richard Apps
    26 November 2010
  • Social media users
    Image, Creative Commons: premasagar
  • Quick definition of social media?
    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.
  • Social media demographics
    • Gender
    • Facebook, Twitter, Myspace all have gender bias
    • LinkedIn does not.
    • Age distribution
    • Myspace – younger audience
    • LinkedIn – working population
    • Education
    • Myspace – reflects age dist.
    • LinkedIn – higher education
  • US, 50,000,000
    US, 32,000,000
    Feb 2004
    Windows Live Spaces
    Network Players
  • Facebook – more details
  • Facebook – Key Stats
    More than 500 million active users
    50% of active users log on to Facebook in any given day
    Average user has 130 friends
    People spend over 700 billion minutes per month on Facebook (average of over 45 mins per day per user)
    More than 70 translations available on the site
    There are more than 200 million active users currently accessing Facebook through their mobile devices.
    People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
    Launched, Feb 2004
    Symmetrical network

  • Facebook – Growth
    Source: Facebook
  • Global Facebook usage
    Facebook users are expressed as a % of population and are subset of internet users
    Source: Internetworldstats.com
  • European Facebookusage
    • Clear usage patterns are visible.
    • Typical usage ‘band’ appears to exist
    • Culture and competition influences adoption
    Source: Internetworldstats.com
  • European Facebookusage
    • Clear usage patterns are visible.
    • Typical usage ‘band’ appears to exist
    • Culture and competition influences adoption
    Source: Internetworldstats.com
  • Facebook – Uses
    Networking Hub
    Application Platform
    Photo sharing
    Retail Campaigns
    Link Sharing
    News Distribution
    Now email
    Facebook is an Internet on the Internet.
  • Twitter – more details
  • Twitter Key Stats
    • March 2010 saw the 10 Billionth tweet made.
    • Signupsat a rate of ~300,000 /day
    • 75% of Twitter traffic comes from outside Twitter.com (i.e. via third party applications.)
    • Twitter is ranked #10 in Alexa’s top sites. Facebookis #2 behind Google.
    • Twitter format is a 140 character status update.
    Launched: July 2006
    Asymmetrical network
    no follow

  • Twitter Growth
    • Twitter growth stats are difficult to find
    • Users ≠ Registered Users
    • As with Facebook growth appears to be linear.
    • Latest‘official’ user figures:
    • April 2010: 105m
    • Sept 2010: 145m
    • Current estimate: 175m
    Source: RJ Metrics
  • Twitter Uses
    Crowd sourcing
    Media / events tracking
    Campaigning and Awareness
    Link / photo / video and location sharing
    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.
  • Social Media – Where Next
    Where are the major players going?
    New mass market entrants will struggle.
    Image, Creative Commons: timellis
  • Mobile usage
    Mobile usage will continue to grow
    Image, Creative Commons: William Hook
    Image: JMC photos
  • Continued Commercialisation
  • Legislation
    Many legal issues are yet to be addressed.
    • #IamSpartacus
    • Court Orders in Australia
    • ‘Re-education’ for Wangyi09
    • Digital economy bill
    Image, Creative Commons: sunface13
  • UX effects
    What does all this mean to me?
    • Interaction styles
    • Design Patterns
    • User expectations
    Image, Creative Commons: Piulet
  • Conclusions
    The social media networks are an important piece of the future of the internet
    • Join new networks to understand them.
    • Pay attention to changes – “What does that mean to me?”
    • How will I integrate with the social media networks?
    • How will my project be received by the social media networks?
    Image: Piulet
  • The influence of social media
    Richard Apps
    26 November 2010