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Social Media BBytes 2012


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Social Media Talk 2012 parts of bbytes series

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Social Media BBytes 2012

  1. 1. Banksy SOCIAL MEDIA Paul CoultonSaturday, 10 March 12
  2. 2. “It is the framework which changes with each new technology and not just the picture within the frame. “ “One of the effects of living with electric information is that we live habitually in a state of information overload. Theres always more than you can cope with.” “We become what we behold. We shape our tools, and thereafter our tools shape us.” THE MEDIUM IS THE MESSAGE Published 1964Saturday, 10 March 12
  3. 3. Tumblr A is a social news site from 2004 whose that function Digg This microblogging service from april 2007 mainallows users to Friendster IOrignally a social network and file sharing service from Bulletin Boards In 1978 computer hobbyists create a computerised post multimedia and other content to up or down, blog, named and consists of letting people vote stories a short-formcalled digginga 2002 it was relaunched in bulletion boaord service. 2011 as a social gaming platform. "tumblelog." burying, respectively. 8 years ago 4 11months ago · Like · 34 years ago 10 People people Farstuff Nerds in the Nosey who find East Foursquare Launched in 2003 2009 is now online storage YouTube Started in February 2005 this isas an allows users to service My Space 1993 Geocities is launched a location second most Geocities In Launched in March originallywhich the based socialcreate network which engine. popular search introduced the check-in it gradually morphed their own websites. into a social network.. 3 7 years ago 9 1 month ago · 19 years ago · Like People Like ·timePeopleloverslike cats · with Music who on their hands More Nerds Pinterest Launched march 2010 this is a name is an acronym for BeBo Launched in July 2005 the websites pinboard-styled social LinkedIn Launched in 2003 as Blogger service provided networking Blogger Launched in 1999 the a business-related social an easy to photo sharing website. The service allows users to create and Blog Early, Blog Often. Users receive a personal profile page where site it now for Bloggers. use serviceboasts 135 million registered users. manage post blogs, photographs, music, videos ... they can theme-based image collections. Currently in open beta 2 6 years ago · Like · · · Like ·People Youths women 9 8 months ago Apparently who had something to pleasure 13 years ago · Like People who mainly buisness and say separate Twitter Created in March 2006 its an integrates social servicesin FaceBook The current Daddy of this networks was launched such Google+ Launched in June 2011socialonline social networking service Friends Reunited In 2000 Friends reunited lauched and becomes first and microbloggingand Google Buzz, andits users to send services in february 2004 and would be the 3rd largest country new and read as Google Profiles service that enables introduces in the world poppular social network. terms of population. Hangouts and Sparks. text-based posts of up to 140 characters, known as "tweets". identified as Circles, 6 years ago 12 years ago 9 8 months ago · Like · People ·you went you went to school with Like · wish to school withnerds Nearly media Social everybody! IN THE BEGINNING... A Brief History of Social MediaSaturday, 10 March 12
  4. 4. PRESENCE The extent to which users know if others are available SHARING RELATIONSHIPS The extent to which users The extent to exchange which users relate distribute and to each other receive content Kietzmann et al IDENTITY Social media? Get serious! The extent to which users reveal themselves Understanding the functional building CONVERSATIONS REPUTATION blocks of social The extent to The extent to which users know media which users communicate the social standing of others with each other and content GROUPS The extent to which users are ordered or form communities HONEYCOMB OF SOCIAL MEDIA Social Media FunctionalitySaturday, 10 March 12
  5. 5. PRESENCE Creating and managing the reality, intamcy and immediacy of the context SHARING RELATIONSHIPS Managing the Content structural and management flow properties in system and social a network of graph relationships Kietzmann et al IDENTITY Social media? Get Data privacy serious! controls, and tools for user self Understanding the promotion functional building CONVERSATIONS REPUTATION blocks of social Conversation Monitoring, the strength, passion, media velocity, and the risks of starting sentiment, and reach of users and joining and brands GROUPS Membership rules and protocols HONEYCOMB OF SOCIAL MEDIA Implications of this FunctionalitySaturday, 10 March 12
  7. 7. 50% of worlds population is under 30 SOCIAL CAPITAL Fresh Networks The resources accumulated through the relationships among people.Saturday, 10 March 12
  8. 8. Me We Maslow’s Hierarchy of Needs SOCIAL CAPITALSaturday, 10 March 12
  9. 9. ME o n la ti n Is o ti o r a b e L i i ty C o fo rm on C WE DEKOVEN’S CO-LIBERATIONSaturday, 10 March 12
  10. 10. Linked to what is often termed "weak ties," which are loose connections between individuals who bonding social capital is found between individuals may provide useful information or new in tightly-knit, emotionally close relationships, such perspectives for one another but typically not as family and close friends. emotional support BRIDGING AND BONDINGSaturday, 10 March 12
  11. 11. GROOMING AND GOSSIP Dunbar speculated that as much as 42% of the groups time would have to be devoted to social grooming.Saturday, 10 March 12
  12. 12. ITS ALL IN OUR MEMESSaturday, 10 March 12
  13. 13. W+K MEME MANIPULATION Old Spice Campaign The Man Your Man Could Smell LikeSaturday, 10 March 12
  14. 14. All your social graph are belong to me SOCIAL GRAPHAYBABTU Zero WingSaturday, 10 March 12
  15. 15. Diving Friends Lancaster Friends Colleagues/ Family Students REAL SOCIAL GRAPHSaturday, 10 March 12
  16. 16. ONLINE SOCIAL GRAPHSaturday, 10 March 12
  17. 17. Weak Ties Diving Friends Lancaster Strong Ties Friends Colleagues/ Family Students GRANULAR SOCIAL GRAPHSaturday, 10 March 12
  18. 18. Temporay Ties Matt Adams Weak Ties Diving Friends Lancaster Strong Ties Friends Colleagues/ Family Students TEMPORARY TIESSaturday, 10 March 12
  19. 19. many to many one to many Matt Adams few to many one to few one to one few to few COMMUNICATING DIFFERENTLYSaturday, 10 March 12
  20. 20. Are My Decisions Being Made Over Here? MAKING DECISIONSSaturday, 10 March 12
  21. 21. Influential? Influenceable? MYTHICAL INFLUENCERSaturday, 10 March 12
  22. 22. What we think hubs work like What they actually work like SOCIAL HUBSSaturday, 10 March 12
  23. 23. Weak Ties Diving Friends Lancaster Strong Ties Friends Colleagues/ Family StudentsSaturday, 10 March 12
  24. 24. All your social data All your social graph are belong to me are belong to me DOES MY BUM LOOK BIG IN THIS?Saturday, 10 March 12
  25. 25. Aggregation services such as IFTTT The Status The The Purcha se The Query The Social Graph The Check- In The Interes t n Update Particpatio Doing. What even t . What Im ant Who I Am What am What I Bu y What I W Whatss W here I Am. am I engag ed w in? Who I Kno Iinterested Happening with? Amazon. Google. FaceBook. Foursquare Instagram Lanyrd Twitter. ? EBay. Yahoo. MySpace. Gowalla Pinterest Foursquare Facebook Nectar Bing Google Loopt Delicious Twitter? WHAT DO WE REVEAL? Average UK users now spends 1 day in every month onlineSaturday, 10 March 12
  26. 26. If we stored the entire contents of our brain its been estimated it would require 10,000 TeraBytes QUANTIFIED SELFSaturday, 10 March 12
  27. 27. 381,576,305 FOURSQUARE CHECK-INS 2010Saturday, 10 March 12
  28. 28. ! THE FOURSQUARE MAYORSaturday, 10 March 12
  29. 29. ! GAMING THE SYSTEM (IGNORING ETIQUETTE)Saturday, 10 March 12
  30. 30. Matt McKeon WHAT HAPPENED TO MY PRIVACY?Saturday, 10 March 12
  31. 31. We reserve the right at all times (but will not have an obligation) to remove or refuse to distribute any Content on the Services and to terminate users or reclaim usernames. Twitter are now offering up to a years worth of tweets to market researchers for analysis The Oatmeal WHO OWNS YOUR TWITTER ID?Saturday, 10 March 12
  32. 32. All your social data are belong to me OMG ZOMBIES!Saturday, 10 March 12
  33. 33. Use of game Encouraging certain mechanics to user behaviour encourage using Games as a engagement in an Lens activity that otherwise might be considered a chore or boring GAMIFICATION ?Saturday, 10 March 12
  34. 34. Self Reward Status Achievements Competition Altruism Expression EPIC WIN WIN WIN Points WIN EPIC WIN WIN Levels WIN EPIC WIN WIN WIN Challenges WIN Virtual WIN WIN EPIC WIN WIN Goods Leader WIN WIN EPIC WIN Boards EPIC WIN WIN WIN Gifting WIN GAMIFIERS HANDBOOK?Saturday, 10 March 12
  35. 35. Target Behaviour High FACILITATOR SIGNAL Motivation The Signal is a trigger that The Facilitator is a identifies an trigger that also rs SIGNAL appropriate time se U makes the desired to perform a of y behaviour easier to or particular ct je perform. a behaviour for Tr d ire those already es D motivated to Low perform that SPARK Motivation behaviour. The Spark is a Low High Ability Ability trigger that provides the initial inspiration to PERSUASION Fogg’s Behavioral change behaviour. ModelSaturday, 10 March 12
  36. 36. MECHANICAL TURKSSaturday, 10 March 12
  37. 37. ALL IN THE GAME Obamas in-game ad bill for Xbox 360: $44.5KSaturday, 10 March 12
  38. 38. Heavy Contributors 1% Will Hill 9% Intermittent Contributors 90% Lurkers Sabine DuFaux 90-9-1 Rule PARTICIPATION INEQUALITYSaturday, 10 March 12
  39. 39. Social Gold TIME IS MONEYSaturday, 10 March 12
  40. 40. SOCIAL ANALYTICSSaturday, 10 March 12
  41. 41. web trends AND THE WINNER IS!Saturday, 10 March 12
  42. 42. SUMMARY • Social Capital fuelled by Grooming, Gossip and Memes • Our Social Graphs provides the conduit for this fuel. • Current Social Networks do not reflect the structure of our real networks or the way this information flows • If influence is to occur then the networks must be more reflective of our real life networks • Growth in social analytics driven by increasing amounts of information revealed online. • Whilst communities can produce content there is still great inequality of participation which could be aided with gamification. • Social media will have increasing influence within traditional media.Saturday, 10 March 12
  43. 43. QUESTIONS @mysticmobileSaturday, 10 March 12