Identity Management within Social Media

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  • . There is a saying in media that “if you’re not paying for content, you’re the product being sold”. I think consumers know this viscerally, and therefore expect that social media sites which are free to use are going to play fast and loose with their personal data, particularly those that are thought more of as corporations rather than associations or amateur networks. It is difficult to position yourself as a tech company and benefit from the associated halo of trust if you are actually in the business of selling your audience.This particular quote comes from a discussion on MetaFilter, regarding the massive changes at the social aggregation news site Digg earlier this year. MetaFilter user blue_beetle accurately observed that "if you're not paying for something, you're not the customer; you're the product being sold". This sentiment doesn't just apply to unhappy Digg users but to a significant portion of the online experience and many real life interactions. We pay, for example, for the awesomeness of Google's free array of services by helping Google build an enormous database filled with our billions of searches and personal information.This week as you scour the internet and stores for holiday deals, keep in mind that when you're not paying with cash you're paying with your personal information.
  • . There is a saying in media that “if you’re not paying for content, you’re the product being sold”. I think consumers know this viscerally, and therefore expect that social media sites which are free to use are going to play fast and loose with their personal data, particularly those that are thought more of as corporations rather than associations or amateur networks. It is difficult to position yourself as a tech company and benefit from the associated halo of trust if you are actually in the business of selling your audience.This particular quote comes from a discussion on MetaFilter, regarding the massive changes at the social aggregation news site Digg earlier this year. MetaFilter user blue_beetle accurately observed that "if you're not paying for something, you're not the customer; you're the product being sold". This sentiment doesn't just apply to unhappy Digg users but to a significant portion of the online experience and many real life interactions. We pay, for example, for the awesomeness of Google's free array of services by helping Google build an enormous database filled with our billions of searches and personal information.This week as you scour the internet and stores for holiday deals, keep in mind that when you're not paying with cash you're paying with your personal information.
  • Social media users constantly reconfigure in time… The past and present connect and mix.This allows individuals to:Live a ‘hyper fragmented’ present minute by minute Connect geo–emotionally, keep up to date Remember, search, recover, and meet again Write their autobiography without having to think about it
  • Identity Management within Social Media

    1. 1. “ΑΥΤΟΣ, ΑΥΤΗ & TA SOCIAL MEDIA” Αυτός: Νίκος Καλασκάνης, Unit Head, Firefly Millward Brown Αυτή: Έλενα Χρυσαφογεώργου, Account Manager, Firefly Millward Brown SOCIAL MEDIA CONFERENCE 22 March 2011
    2. 2. Trying to connect…on the basis of a shared interest…to create an ad hoc community…Post_Like_Share
    3. 3. Social Media tap into deeply rooted needs Sense of Inspiration Belonging Fun & Identity & Connecting Visibility ConnectingEntertainment Bonding Peace of Relaxation Mind Escapism Education Control Source: ‘Language of Love’ Study, 4 Millward Brown, 2010
    4. 4. What we will talk about today: #1 – Who is the consumer within Social Media? “Αυτός, Αυτή & τα Social Media” 5
    5. 5. Social Media SelfProjected Enhanced Idealized
    6. 6. Social Media Self … through anA_ctive I_dentity M_anagement
    7. 7. “Facebook: comments, likes, groups, chat, search engine _____ Myspace: Εικαστική μορφοποίηση της προσωπικής μου σελίδας _____ Twitter: updates για gadgets, επικαιρότητα από έγκυρες πηγές ενημέρωσης _____ Behance: updates για νέα projects, νέους διαγωνισμούς, σύνδεση με άλλους επαγγελματίες – με ταλαντούχους ανθρώπους, νέες ιδέες για τη δουλειά μου _____ Youtube: “μουσική, funny videos, documentaries, online σειρές, trivia που μαθαίνεις από τα comments κάτω από κάθε video _____ ΜyBlog: να διαβάζω τις στατιστικές, να παίρνω feedback για τα posts μου, browse σε καινούργια blogs _____ Vimeo: art videos Source: Ideablog Research, 2011 - Firefly
    8. 8. ACTIVE IDENTITY ACTIVE IDENTITYMANAGEMENT MANAGEMENTBRAND SOCIAL MEDIA SELFPRODUCT SELF Within Social Media, everyone is a brand! This brand can be as powerful as yours or even more!
    9. 9. Within Social Media, the Consumer is His Own Brand & has the same power as yours! Is ‘His-Brand’ Real?... Is Your Brand Real?... HOW CAN YOUR BRAND BENEFIT ‘HIS-BRAND’?
    10. 10. Stages of Brand Engagement POWER ROMANCE FAMILIARIZATION STRUGGLE STABILITYFocus on discovery Create Intimacy and Cultivate Trust Behave Less Like a and attraction Build Credentials via Through Brand and More Humanization Transparency and Like a Friend Consistency
    11. 11. What we will talk about today: #2 - Social Media & Research “Αυτός, Αυτή & τα Social Media” 12
    12. 12. SOCIAL MEDIA: “Any online service defined by user interaction or user- led content.”SOCIAL MEDIA RESEARCH:“Any online research defined by participant interactionor participant-led content.”
    13. 13. A. Anything online  B. Quick & dirty 
    14. 14. D. Enhanced A. Demands a Individual relevant Contribution Social Media Platform E. Rich B. Create a Multimediacommunity to Output unfold F. In line with all research demands C. Flexible & Dynamic Agenda & flow
    15. 15. MORE INTERACTIVITY! BETTER INSIGHT! GREATER IMPACT!
    16. 16. THANK YOU! Αυτός: Νίκος Καλασκάνης, Unit Head, Firefly Millward Brown Αυτή: Έλενα Χρυσαφογεώργου, Account Manager, Firefly Millward Brown SOCIAL MEDIA CONFERENCE 22 March 2011

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