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Banksy




                        SOCIAL MEDIA
                           Paul Coulton

Saturday, 10 March 12
“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. There's
                         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 1964

Saturday, 10 March 12
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 website's 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 Media

Saturday, 10 March 12
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 Functionality
Saturday, 10 March 12
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 Functionality
Saturday, 10 March 12
PRESENCE                                   PRESENCE




                                     SHARING                 RELATIONSHIPS      SHARING                 RELATIONSHIPS




                                                  IDENTITY                                   IDENTITY




                                  CONVERSATIONS               REPUTATION     CONVERSATIONS               REPUTATION




         Kietzmann et al                          GROUPS                                     GROUPS

    Social media? Get serious!
   Understanding the functional
     building blocks of social
              media
                                                  PRESENCE                                   PRESENCE




                                     SHARING                 RELATIONSHIPS      SHARING                 RELATIONSHIPS




                                                  IDENTITY                                   IDENTITY




                                  CONVERSATIONS               REPUTATION     CONVERSATIONS               REPUTATION




                                                  GROUPS                                     GROUPS




       HONEYCOMB OF SOCIAL MEDIA
                    Contrasting the functionalities of different platforms
Saturday, 10 March 12
50% of worlds
                population is under 30




                          SOCIAL CAPITAL                       Fresh Networks


                  The resources accumulated through the relationships
                                    among people.
Saturday, 10 March 12
Me



          We




                                     Maslow’s Hierarchy of Needs



                         SOCIAL CAPITAL
Saturday, 10 March 12
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-LIBERATION
Saturday, 10 March 12
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 BONDING
Saturday, 10 March 12
GROOMING AND GOSSIP
         Dunbar speculated that as much as 42% of the group's time
              would have to be devoted to social grooming.
Saturday, 10 March 12
ITS ALL IN OUR MEMES
Saturday, 10 March 12
W+K

                        MEME MANIPULATION
   Old Spice
   Campaign

                         The Man Your Man Could Smell Like

Saturday, 10 March 12
All your
                         social graph are belong
                                  to me




                        SOCIAL GRAPH
AYBABTU Zero Wing

Saturday, 10 March 12
Diving
                                             Friends
                        Lancaster
                         Friends




                        Colleagues/       Family
                         Students


                           REAL SOCIAL GRAPH
Saturday, 10 March 12
ONLINE SOCIAL GRAPH
Saturday, 10 March 12
Weak Ties


                                                       Diving
                                                       Friends
                        Lancaster     Strong Ties
                         Friends




                        Colleagues/                 Family
                         Students



           GRANULAR SOCIAL GRAPH
Saturday, 10 March 12
Temporay Ties
           Matt Adams
                                       Weak Ties


                                                         Diving
                                                         Friends
                        Lancaster      Strong Ties
                         Friends




                        Colleagues/                   Family
                         Students



                               TEMPORARY TIES
Saturday, 10 March 12
many to many
                                 one to many




    Matt Adams
                                                             few to many


                                   one to few




                           one to one
                                                few to few




                        COMMUNICATING
                          DIFFERENTLY
Saturday, 10 March 12
Are My Decisions             Being Made Over Here?




                        MAKING DECISIONS
Saturday, 10 March 12
Influential?




                            Influenceable?

                        MYTHICAL INFLUENCER
Saturday, 10 March 12
What we think hubs work like   What they actually work like


                         SOCIAL HUBS
Saturday, 10 March 12
Weak Ties


                                                       Diving
                                                       Friends
                        Lancaster     Strong Ties
                         Friends




                        Colleagues/                 Family
                         Students


Saturday, 10 March 12
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
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 I'm
                                 ant     Who I Am                                                What am
       What I Bu
                   y
                         What I W                              Whats's        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 online

Saturday, 10 March 12
If we stored the entire
                        contents of our brain its
                        been estimated it would
                        require 10,000 TeraBytes




                        QUANTIFIED SELF
Saturday, 10 March 12
381,576,305 FOURSQUARE
                     CHECK-INS 2010
Saturday, 10 March 12
!




             THE FOURSQUARE MAYOR
Saturday, 10 March 12
!




                      GAMING THE SYSTEM
                    (IGNORING ETIQUETTE)
Saturday, 10 March 12
Matt McKeon




                 http://mattmckeon.com/facebook-privacy/
                 WHAT HAPPENED TO MY
                       PRIVACY?
Saturday, 10 March 12
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
All your social data
                             are belong to me




                        OMG ZOMBIES!
Saturday, 10 March 12
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
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
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.
                                                                                                 Model

Saturday, 10 March 12
MECHANICAL TURKS
Saturday, 10 March 12
ALL IN THE GAME
                        Obama's in-game ad bill for Xbox 360: $44.5K

Saturday, 10 March 12
Heavy Contributors
                              1%


       Will Hill               9%
                          Intermittent
                          Contributors




                             90%
                            Lurkers




                                                           Sabine DuFaux
                        90-9-1 Rule

          PARTICIPATION INEQUALITY
Saturday, 10 March 12
Social Gold




                            TIME IS MONEY
Saturday, 10 March 12
SOCIAL ANALYTICS
Saturday, 10 March 12
web trends
                        AND THE WINNER IS!
Saturday, 10 March 12
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
QUESTIONS
                          @mysticmobile
Saturday, 10 March 12

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Social Media BBytes 2012

  • 1. Banksy SOCIAL MEDIA Paul Coulton Saturday, 10 March 12
  • 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. There's 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 1964 Saturday, 10 March 12
  • 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 website's 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 Media Saturday, 10 March 12
  • 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 Functionality Saturday, 10 March 12
  • 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 Functionality Saturday, 10 March 12
  • 6. PRESENCE PRESENCE SHARING RELATIONSHIPS SHARING RELATIONSHIPS IDENTITY IDENTITY CONVERSATIONS REPUTATION CONVERSATIONS REPUTATION Kietzmann et al GROUPS GROUPS Social media? Get serious! Understanding the functional building blocks of social media PRESENCE PRESENCE SHARING RELATIONSHIPS SHARING RELATIONSHIPS IDENTITY IDENTITY CONVERSATIONS REPUTATION CONVERSATIONS REPUTATION GROUPS GROUPS HONEYCOMB OF SOCIAL MEDIA Contrasting the functionalities of different platforms Saturday, 10 March 12
  • 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. Me We Maslow’s Hierarchy of Needs SOCIAL CAPITAL Saturday, 10 March 12
  • 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-LIBERATION Saturday, 10 March 12
  • 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 BONDING Saturday, 10 March 12
  • 11. GROOMING AND GOSSIP Dunbar speculated that as much as 42% of the group's time would have to be devoted to social grooming. Saturday, 10 March 12
  • 12. ITS ALL IN OUR MEMES Saturday, 10 March 12
  • 13. W+K MEME MANIPULATION Old Spice Campaign The Man Your Man Could Smell Like Saturday, 10 March 12
  • 14. All your social graph are belong to me SOCIAL GRAPH AYBABTU Zero Wing Saturday, 10 March 12
  • 15. Diving Friends Lancaster Friends Colleagues/ Family Students REAL SOCIAL GRAPH Saturday, 10 March 12
  • 17. Weak Ties Diving Friends Lancaster Strong Ties Friends Colleagues/ Family Students GRANULAR SOCIAL GRAPH Saturday, 10 March 12
  • 18. Temporay Ties Matt Adams Weak Ties Diving Friends Lancaster Strong Ties Friends Colleagues/ Family Students TEMPORARY TIES Saturday, 10 March 12
  • 19. many to many one to many Matt Adams few to many one to few one to one few to few COMMUNICATING DIFFERENTLY Saturday, 10 March 12
  • 20. Are My Decisions Being Made Over Here? MAKING DECISIONS Saturday, 10 March 12
  • 21. Influential? Influenceable? MYTHICAL INFLUENCER Saturday, 10 March 12
  • 22. What we think hubs work like What they actually work like SOCIAL HUBS Saturday, 10 March 12
  • 23. Weak Ties Diving Friends Lancaster Strong Ties Friends Colleagues/ Family Students Saturday, 10 March 12
  • 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. 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 I'm ant Who I Am What am What I Bu y What I W Whats's 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 online Saturday, 10 March 12
  • 26. If we stored the entire contents of our brain its been estimated it would require 10,000 TeraBytes QUANTIFIED SELF Saturday, 10 March 12
  • 27. 381,576,305 FOURSQUARE CHECK-INS 2010 Saturday, 10 March 12
  • 28. ! THE FOURSQUARE MAYOR Saturday, 10 March 12
  • 29. ! GAMING THE SYSTEM (IGNORING ETIQUETTE) Saturday, 10 March 12
  • 30. Matt McKeon http://mattmckeon.com/facebook-privacy/ WHAT HAPPENED TO MY PRIVACY? Saturday, 10 March 12
  • 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. All your social data are belong to me OMG ZOMBIES! Saturday, 10 March 12
  • 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. 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. 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. Model Saturday, 10 March 12
  • 37. ALL IN THE GAME Obama's in-game ad bill for Xbox 360: $44.5K Saturday, 10 March 12
  • 38. Heavy Contributors 1% Will Hill 9% Intermittent Contributors 90% Lurkers Sabine DuFaux 90-9-1 Rule PARTICIPATION INEQUALITY Saturday, 10 March 12
  • 39. Social Gold TIME IS MONEY Saturday, 10 March 12
  • 41. web trends AND THE WINNER IS! Saturday, 10 March 12
  • 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. QUESTIONS @mysticmobile Saturday, 10 March 12