Network trends in 2011


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Freedata Labs, technical sponsor at Social Media Week, presents a research on social intelligence, based on web-conversations linstening and outlining the network trends in 2011.

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Network trends in 2011

  1. 1.  SOCIAL MEDIA WEEK – ROME 2011February 7-11, 2011 - RomeRESEARCH FOR SMW:THE NETWORK TRENDS IN 2011 analysed byFreedata Labs Social Intelligence.The partnership between Freedata Labs and SMW, which started with theMilanese edition, continues with new research being developed for the Romanexhibition.Freedata Labs is the technical sponsor at Social Media Week and it uses itsexpertise based on Social Intelligence to provide a comparative descriptionbetween Italy, France, England, USA, Canada, Brazil and Hong Kong concerningthe topics identified as the most popular on the Web in 2011.The topics chosen are:  Video Calling  Mobile Blogging  Cyberbullism  Netiquette  F-CommerceTHE APPROACH: SOCIAL INTELLIGENCEThe approach adopted for the research is based upon Social Intelligence, aninnovative technique providing tactical and strategic insights – obtainedlistening to the web - to the marketing division of companies: the informationare then analysed with a statistic accuracy typical of quantitative research.
  2. 2.  Web listening was not possible until a few years ago, it is today widely appliedthanks to software and platforms able to extract and organize in a database anyinformation present on the web about a specific topic.The analysis of Talking Styles is among the most innovative used by FreedataLabs in this research.Referring to an approach used in Psychology for over 50 years, the analysis ofTalking Styles allows us to identify the writers personality for every analysedtext.The analysis of Talking Styles is a marketing opportunity since it provides “acomplete palette of colours” i.e. words to communicate in an empathic andtargeted way with a great number of various individuals.It underlines the differences in the conversation style among the variouschannels, among the social groups and it relates to a single brand or to a topicunder analysis. It suggests the best words to use in communicating with acertain people, social groups or single contact partner.Social Intelligence provides important tools to “netnography”, ethnography ofthe Internet, which differs from the Social Intelligence by its use of merelyqualitative and sociological analysis.OUR TOPICSVIDEO CALLINGThe USA is the Country where Video Calling is mostly discussed; Italy is rightafter it being the keenest among the European Countries on this topic.In Italy, Video Calling discussions deals with “free call video”, whereas the USAdiscusses media and information.   2  
  3. 3.  Definition:Video Calling is an evolution of the classical call, enriched by the possibility ofseeing ones contact partner (Source: Wikipedia).Its a much-talked topic on the web; we monitored 13.000 results (buzz) in thelast year. Video call Historical SeriesChart 1As shown by the chart 1, the buzz has a trend in time characterized by suddenpeaks related to the iPhone ads or to the Skype software new release for freecalls.The topic is discussed mainly by Online media and taken up by Blogs, whereas itseems to be definitely the less chatted in social networks, in forums and inmicroblogging (Chart 2).   3  
  4. 4.   Video call % per ChannelChart 2This partition by web channels is quite similar in all the analysed countries andits a consequence of media pressure exerted by the main phone networks (inparticular) and technology networks (in general) to launch new products.Comparing the different countries on the buzz pro-capite per million of Internetusers (calculated by comparing the ratio of number of results collected in eachcountry to the number of internet users of the same country), we note that thecountry where Video Calling is more used is the USA, followed by Italy that paysmore attention to the topic than any other European country, following at agreater distance we find England, France, Canada, Brazil, Hong Kong.   4  
  5. 5.   Buzz pro-capite per Million Video callChart 3As anticipated, analysing the content of the buzz regarding the topic of VideoCalling in all of the countries, quotations and discussions about the main mobilenetworks such as Nokia, Samsung, Apple, Ericsson, Sony and of course Skypeemerge.In the comparison between countries we note some topics of differentiation, infact, regarding Italy and Canada where the “free video call” discriminates the twoNations. In England and in the USA emerge the “review” and the comparisons ofdifferent brand topic.However, what really characterizes the USA and UK (and partly France) is the useof video calls applied to the media and information world in general(WORLDNEWS for the USA, BBC for UK).The video call, therefore, is meant not as something free and personal but as atechnologic service for different types of information and social media.   5  
  6. 6.     6  
  7. 7.  Analysing Talking Styles for this subject it is clear that all the countries have adifference style of buzz comparing forums and micro blogging in respect tomedia online and blogs.Forums are definitely more open to the experience, sometimes critical, and usea technical language. Media, instead, tend to use a more popular language; theyexpress mainly a positive view in a composed and correct way.In particular, in the USA and the UK users with a “geek” profile (that are moreopen to experience, more technical and critical) tend to use more frequently theTwitter channel.What all this means:Briefly, when speaking of video calling in Italy we intend to mark the means ofcommunication features and its costs. The topic appears particularly relevant forphone network companies, which can extrapolate directions on the marketpotential.In countries such as UK, France, USA the topic is more relevant for media whichshould start consider to rethink the relationship between journalist job and usergenerated content.MOBILE BLOGGINGMobile blogging is most talked in the USA, whereas other countries follow at agreat distance. Bloggers mainly talk about it.Phone companies dont communicate the opportunities that technology mayprovide. Is it a missed opportunity for them?   7  
  8. 8.  A definitionMobile blogging (moblogging) is a way to publish a post or a comment on aweb site or a blog from a handheld mobile phone or from any other mobiledevice.Its very common among people that enjoy video and picture uploading whichcan be posted on a web site or any blogging platform with “Mobile posting”compatibility (Source: Wikipedia).In the last year we monitored 8.500 conversations on this subject, managedmostly (66%) by bloggers (an unrelieved result for all the analysed countries). Mobile Blogging % per ChannelChart 4Topics emerging from blogs are strictly related to technology and its use inmobility.Most occurring words are both related to different kinds of mobile devices,smartphones, tablets, laptops and social networks, mainly Twitter.A lot of attention is paid also towards new Apple Apple both for iPhone, iPad,and Mac.   8  
  9. 9.  Words more often used in media are instead mainly the big brands of telephonyNokia, Apple, and Samsung...etc along with Skype.Comparing the different countries on the buzz pro-capite per million internetusers (calculated by the ratio of number of results collected in each country tothe number of internet users of the same country) we see that USA is thecountry where Moblogging is mostly talked about, far from the other countrieswho are actually very close to each other. Buzz pro-capite per Million Mobile BloggingChart 5Eventually, the Talking Style is very similar for all of the channels: only bloggersseem more open, positive and enthusiastic without exceeding in techniques buttheir way of communicating is simple, comprehensive and accurate and shows alanguage typical of a simple but innovative practicability.   9  
  10. 10.  What this all means :In brief, phone companies are not communicating the chances that technologyoffers for Moblogging. Perhaps its a missed opportunity to communicate topicsthat instead are discussed by users with great interest and attention.Anglo-Saxon markets are surely more mature and users who lead theseconversations appreciate and propose innovative issues and solutions pushingto a “Gottabemobile”.CYBERBULLISMCanada is the country where it is most debated; Brazil denies the issue, Italyconfronts it with scandalized tones and tends to blame innovation andtechnology.A definitionCyberbullism is a word referring to acts of bullism and harassmentperpetuated via electronic devices such as emails, instant messaging, blogs,mobile phones, pagers or/and web sites.Like physical bullism, cyberbullism may sometimes be a breach of the CivilCode, of the Criminal Code and of the Privacy Law (D.Lgs 196/2003) (Source:Wikipedia).In the last year we monitored 5.200 conversations on this topic.Conversations about cyberbullism are clearly drawn by user-generatedcontents, in particular, by blogs, microbloggings and social media.   10  
  11. 11.   Cyberbullism % per ChannelChart 6However, attention of media to this topic is different from country to country.As the chart 7 shows, the Share of Buzz as for user-generated contents is notuniform for countries analysed. Media Buzz % by CountryChart 7   11  
  12. 12.  It appears relevant the attention media are giving to the topic in Canada, Italy,France in full contrast with the Brazil, where media neglect is almost total whileusers talk about it lively and with great interest.Comparing the different countries on buzz pro-capite per million of internetusers (calculated by the ratio of number of results collected in each country tothe number of internet users of the same country) we see that Canada is thecountry where Cyberbusslism is more discussed, followed by Brazil and Italywhile all other countries are very similar. Buzz pro-capite per Million CyberbullismChart 8The topics emerging from blogs concern school, education, teenagers,Facebook and parents for almost all the countries and also paedophilia, noprofit consultancy and information.   12  
  13. 13.  In Brazil bloggers use the same keywords as the rest of the world, while themedia talk about security on the Web and environment, almost denying theissue.Tag cloud outlines the most used words for Italy, which resumes most of thesubjects common to the different countries.Last, regarding Talking Styles in Italy, slight differences emerge between mediaand user-generated contents. A slightly more placid tone and a greateremotional balance characterize media.There is a marked difference between communication style of Anglo-Saxon (USAand UK) and that of Italy where the tone of conversations on these topics isoften negative, destructive and scandalistic.Other countries are more positive and are continually trying to find solutionsboth technological and educative to protect and help young people to deal withthe subject.What all this means :Cyberbullism is a phenomenon, which must be faced and discussed as itconcerns our youth, school and education. These subjects should be faced up toin a clear and constructive way to find the appropriate educative and   13  
  14. 14.  technological solutions. In Italy the media do not try and hide these subjects (asoccurs in Brazil) although the discussion tone tends to blame innovation andtechnology.NETIQUETTEItaly is the country where its most discussed. Unlike abroad, it is discussed in asolely negative way and concentrates on the negative aspects and not on theweb opportunities.A definitionNetiquette is a set of social conventions that regulate users behaviour ininteracting with other users via sources as newsgroups, mailing lists, forums, e-mails in general (Source: Wikipedia).In the last year we monitored 6.200 conversations on this topic.Conversations on Netiquette are shared in a similar way among the sources.   14  
  15. 15.   Netiquette % per ChannelChart 9It soon emerges an important difference concerning Italy where the Share of"User-Generated Contents" is much higher than the average of the othercountries. Its interesting to note the great attention given to forums on thistopic.   15  
  16. 16.   Netiquette % per Channel ItalyChart 10Furthermore, Italy is by far the country where this topic is discussed the most.   16  
  17. 17.   Buzz pro-capite per Million NetiquetteChart 11Strict legislation adopted in Italy both in terms of online private data protectionand related to limitation of netsurfing without an individual identification hascaused a strong delay on the diffusion of WIFI in Italy.   17  
  18. 18.  A difference emerges between Italy and other countries concerning all the topicstaken into consideration. In Italy, conversations are about Facebook, marketing,censure, rules, etiquette, privacy, whereas in other countries they are mostlyabout digital, social, e-learning, e-mail, church, civic-mindedness.Talking Styles show a very relevant difference between Italy and Anglo-Saxoncountries. As already observed for cyberbullism, while in the USA and UK thetopic is faced with positive tones since Netiquette is considered as a sort ofgood social education within the Web, in Italy (except for forums now moremature as for the issue), the style of communication shows a lower urge andwillingness towards dialogue due to the negative attitude used by Italy for thistopic.What all this means :Its a topic, which media do not deal very much with despite its importance toWeb users. In the “technologically more advanced world“ one speaks of Net-   18  
  19. 19.  Etiquette, civility and respect. In Italy, the conversations on these subjects, asfor cyberbullism, are negative and tend to uncover issues about technologydiffusion and not the great chances offered by the web.F-COMMERCEOn a global level, it creates the most of conversations. Italy, regardingconversations, is second after the USA.A definition:The definition of F-Commerce was coined recently. It comes straight from theSocial Media world; F-Commerce means buying or selling on a Social Media orspecifically on Facebook.Many companies have launched in the last months applications on their fanpage allowing their fans to do E-Commerce (on their sites) by buying directlyfrom Facebook. Are clients obliged to be also Fans? Can they do share of thepurchases and publish them on their walls? Can we call it viral marketing?(Source: year we monitored 140.000 conversations on this topic and for all thecountries the most important channel is Social Network and in particularFacebook. In the USA these conversations spread vividly and outdistance theother countries. Undoubtedly, F-Commerce is drawing the highest number ofconversations.   19  
  20. 20.   F-Commerce % per ChannelChart 12Although a far from the USA, we note that Italy and France are at the second andthird place. This shows how important this topic is in Italy.   20  
  21. 21.   Buzz pro-capite per Million F-CommerceChart 13Talking Styles are very similar in all the countries and denote great openness tothe experience, enthusiasm and negative emotional balance.Style is not technological but simple, popular and clear. Everybody discusseswith an open attitude towards new experiences with a consistent and plainlanguage.Topics too are very similar in all countries and as expected: social media,Facebook, E-commerce, news, as marked in the tag-cloud.   21  
  22. 22.  What all this means :F-Commerce is nowadays the most discussed topic, theres a great enthusiasmon this innovation and many try to imagine new possible scenarios ofdevelopment. Users discuss with extreme liveliness. Media are its followers. Asrelatively a new topic, discussions and tones are the same in all countries. TheUSA discussions lead and influence those of the other countries.   22  
  23. 23.  GLOSSARYSocial Intelligence: an approach of research and analysis based on weblistening with statistic accuracy typical of quantitative research.Its able to provide tactical and strategic insights to the company marketing(Source: Freedata Labs).Netnography: literally “ethnography of the Internet”. It differs from SocialIntelligence for the focus on analyses of data extrapolated from the Web to thetypical qualitative, ethnographic, anthropologic and sociologic dimension(Source:, Freedata Labs).Analysis of Talking Style: it is an approach of textual analysis based on themodel wildly applied in Psychology for over 50 years, which allows identifyingthe writers personality for each analysed text (Source: Freedata Labs).Video calling: Its an evolution of the classical call, enriched by the chance ofseeing our contact partner (Source: Wikipedia).Mobile blogging (moblogging): its an approach to publish a post or acomment to a web site or a blog via mobile phone, or other handheld mobiledevice. Moblogging is very widespread among people enjoying pictures andvideos uploading which can be posted on a web site or any blogging platformwith Mobileposting compatibility (Source: Wikipedia).Cyberbullism: its a word referring to acts of bullism and of harassmentperpetuated via electronic devices, as emails, instant messaging, blogs, mobilephones, pagers and/or web sites (Source: Wikipedia).Netiquette: it is a set of social conventions that regulate users behaviour in   23  
  24. 24.  interacting with other users via sources as newsgroups, mailing lists, forums,emails in general (Source: Wikipedia).F-Commerce: its the activity of buying or selling on a Social Network orspecifically on Facebook (Source: LICENCEThis research is published in licence Creative Common- BY-NC.This means that who wants is free to use this work, in a non-commercialpurpose, quoting the author (it will be kind to let us know via Twitter).We suggest instead to who wants to use it in a commercial purpose to contactus.If you download the research, send us a tweet, well be glad toget your comments!CONTACTSValeria SeveriniEmail: valeria.severini@freedatalabs.comTwitter: @ValeSev @FreedataLabsWeb Site: http://freedatalabs.comValeria Severini is a charter member and CEO of Freedata Labs.   24  
  25. 25.  She starts her carrier in 1983 for Gruppo Ricerca Statistica of Nielsen Italia.From 1987 she teaches Statistica economica, Teoria dei Campioni e Metodologiaat Bocconi University in Milan.Freedata Labs was founded in Milan in 1933 as a consultancy for statisticalanalysis, data mining, business, marketing and CRM modelling.In 2003 Freedata Labs Ltd was founded in London.With the birth of Social Media, Freedata Labs fulfils its potential skills of analysisand management of data by developing in 2007 “The Brand Race Quadrant” atool of social intelligence aimed at analysing deriving directions from the web2.0 database. The latest development allows a better identification of theInfluencers through the application of psychometric profiles to conversations,by spotting different Talking Styles.Freedata Labs is part of DMA, WOMMA UK.   25