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The New Social


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Instant intimacy or fake personas? Meaningful, trusted connections or surface ties? How much of ourselves are we really willing to share with our social networks?

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The New Social

  1. 1. The New Social<br />Intersperience Research Ltd.<br />Open Ideas<br />May 2011<br />
  2. 2. Natural desire to belong to a group<br />Fulfill the need to feel included<br />Experience wide range of cultural environments<br />Interact in several different circles of friends to enhance the social interaction<br />Different behavioral norms in each group (e.g. group of colleagues vs. group of friends)<br />Social Networking Sites create online spaces that allow individuals to present themselves, articulate their social networks and establish or maintain connections with others<br />- 26th May 2011<br />Intersperience Research Ltd.<br />“The most important part of friendship is communication”<br /><ul><li>Tufekci et al</li></li></ul><li>- 26th May 2011<br />Intersperience Research Ltd.<br />The use of Social Networking Sites <br />Convenience <br />Communication<br />Entertainment <br />Speed <br />Informative<br />Volume <br />
  3. 3. - 26th May 2011<br />Intersperience Research Ltd.<br />2006 the launch of Facebook transformed the online social scene<br />175 million users in 2009<br />Today, 100, 000 new users per day<br />On average, 6 sign-ins per day<br />75% of Social Networkers in 2008<br />57% increase from 2007<br />In 2009, 10 hours of content uploaded to You Tube every minute<br />3 billion photographs provided by Flickr<br />In comparison Louvre Museum has 300, 000 collections of objects<br />Intersperience Digital Selves Project 2011, M. Guidi & P. Cope 2011, Kaplan et al 2010<br />
  4. 4. - 26th May 2011<br />Intersperience Research Ltd.<br />Longer daily browsing sessions by SNS enthusiasts <br />23 minutes longer daily sessions compared to those who do not socialise online<br />Difficult to pinpoint the motives of SNS use<br />50% think it is possible to gain new friends through social media<br />Initial openness to online interactions as a drive for acquiring new connections<br />Personal attributes determining the use to social media<br />Channel of communication or source of entertainment<br />Young seamlessly integrating social media into their lives<br />Ice-breaker for offline interaction<br />Main form of communication<br />“Face to face I couldn’t talk to him”<br />“What is everyone doing at the weekend?”<br /><ul><li>Digital Selves</li></ul>Tufekci et al <br />
  5. 5. - 26th May 2011<br />Intersperience Research Ltd.<br />Interaction on Social Networking Site more involved in other peoples’ lives<br />The least likely to share own experiences (2%)<br />Private messaging in four top activities on the site<br />Social or communicative use of Social Networking Sites?<br />Intersperience Digital Selves Project 2011<br />
  6. 6. - 26th May 2011<br />Intersperience Research Ltd.<br />Online interaction concentrated on conversation itself – free of social judgment<br />The level of interaction face to face cannot be replicated or replaced online<br />“A face to face connection is different. It’s absolutely essential.”<br />Tufekciet al<br />Highly social get more benefit from using the internet<br />Reduced cues of the web environment might aid those with weak offline networks <br />“I think that it’s good to make contact with friends that you might have lost contact with on Facebook, but not to continue the renewed friendship on it.”<br />Digital Selves<br />Intersperience Digital Selves Project 2011, Tufekci et al<br />
  7. 7. Extroverted approach<br />Introduces additional social scene<br />“One is general thing [SNS], one is gadgets, one is art discussions… I’ve got to know quite a few people.”<br /><ul><li>Digital Selves</li></ul>Exposed to range of information sources<br />Chatty, interactive<br />Mostly weak ties<br />Blurred identity to allow interaction with different social groups on one site<br />Privacy conscious – maintains boundaries between different circles<br />“Too many people knowing too much about you.”<br /><ul><li>Digital Selves
  8. 8. 26% use it to share their interests
  9. 9. 29% use SNS to meet new people
  10. 10. 21% use it to meet people from all over the world
  11. 11. 20% get their daily gossip on SNS sites
  12. 12. 7% don’t see their friends as often now that they use SNS</li></ul>Social Interaction<br />- 26th May 2011<br />Intersperience Research Ltd.<br />Intersperience Digital Selves Project 2011<br />
  13. 13. New angle to existing relationships<br />“It does add an extra dimension to friendship and I got to know them better from their profile”<br /><ul><li>Digital Selves</li></ul>Offline image transposed onto the online scene<br />Focused on sustaining contact with their existing group of contacts<br />Strong ties<br />Highly influenced by friends and family<br />Group becomes an entity<br />Lower interest in exploring new as an individual<br />One dimensional use of the site<br /><ul><li>43% use SNS because their friends are using it
  14. 14. 76% use it to keep in touch with friends
  15. 15. 27% feel a lot closer to their friends now that they use SNS
  16. 16. 60% would find it more difficult to stay in touch with their friends without the internet</li></ul>Friends<br />Intersperience Digital Selves Project 2011<br />- 26th May 2011<br />Intersperience Research Ltd.<br />
  17. 17. Extroverted approach<br />To experiment with or alternate own identity<br />“It is in some sense easier to be more confident, funny, etc. when you are chatting online”<br /><ul><li>Digital Selves</li></ul>Interest to try new and unfamiliar<br />Prone to influence<br />Weak ties<br />Disconnected from off-line world<br />Anonymous<br />Tests different views<br />Inconsistent behaviour<br /><ul><li> 7% use SNS sites to talk about topics they are too shy to talk about off-line
  18. 18. 7% get to be a different person when on the site
  19. 19. 8% feel strongly addicted to SNS
  20. 20. 11% can have close relationship with someone met online</li></ul>Self-discovery<br />- 26th May 2011<br />Intersperience Research Ltd.<br />Intersperience Digital Selves Project 2011<br />
  21. 21. - 26th May 2011<br />Intersperience Research Ltd.<br />Desire for self-expression<br />“[SNS sites] are creating a youth culture of digital narcissism…generation more interested in self expression than in learning about the outside world”<br /><ul><li>Andrew Keen</li></ul>Extreme extroverted approach<br />‘Friending’ people to increase access to larger audience<br />Tailoring profile content to encourage admiration and boost self-confidence<br />Hunger for attention<br />Put on display<br />Isolated<br />Not Social<br />
  22. 22. - 26th May 2011<br />Intersperience Research Ltd.<br />Online changing situational geography of social life<br />No sense of place <br />Constant search for cues to adjust behaviour<br />Allow manipulation of self-presentation in complex social interactions<br />Out of context<br />Barrier towards new approaches<br />Friend request dilemma<br />70% accepting only people they know in person<br />38% read profile before accepting the request<br />Online friend request<br />
  23. 23. - 26th May 2011<br />Intersperience Research Ltd.<br />Strong preference towards individual communication on the site (70%)<br />Tendency for private messaging options provided on site to replace e-mail communication<br />Possibility to create different social circles on the site<br />72% of over 18’s prefer to communicate with small group of friends<br />54% of the youngest social network users (13-17) tries to have as many friends as possible<br />Preference for all other communication channels to be embedded within Social Networking Sites increasing the social experience<br />Social Networking Sites more a norm for communication rather than leisure and entertainment<br />M. Guidi & P. Cope 2011<br />
  24. 24. - 26th May 2011<br />Intersperience Research Ltd.<br />Digital Selves Study indicated different approach to social networking<br />The interaction most predominant in your customers will affect how you build Social Networking into your business<br />
  25. 25. The New Social<br />Intersperience Research Ltd.<br />Open Ideas<br />May 2011<br />