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Social Media, Permission Boundaries and User Adoption:How to Choose Social Media Features for Your Company or Software(Will people use it or not –Facebook or MySpace),[object Object]
An evolving framework for making choices on social networking features that people will use,[object Object]
Who Am I ?,[object Object],Product Manager and Lead Spokesperson for Vertabase Project Management Software.,[object Object],Former Wall Street Analyst.,[object Object],Economist by training ,[object Object],(London School of Economics and University of Michigan).,[object Object],http://www.vertabase.com/blog/16/,[object Object]
So,[object Object],[object Object]
MySpace beat GeoCities and AOL
Google beat Yahoo
Twitter is in a totally different league and is kicking butt
You Tube is in a totally different league and is kicking butt (though MySpace still has a place)
LinkedIn lives in its own successful little world
Skype is an entire Universe
AIM is trying to survive (while MSN has a much bigger and wealthier parent to take care of it)
FourSquare is the latest flavor of the day
Wikis still abound
Message boards are still very active
And Blogs Abound –and are beating Newspapers. ,[object Object]
Meanwhile,[object Object],Someone in your company sees all this happening and says “we need that” and now you’ve got to build it or buy it.,[object Object]
[object Object]
And why.
What will work.
There are many companies that will sell your organization social media in a box. And a lot of organizations are buying. But then it falls flat on its face and nothing happens with it. Never gets touched.,[object Object]
Don't focus on technology.,[object Object],Focus on people's behavior.,[object Object],Up to know, this has meant studying the type of relationship someone has with someone else.,[object Object]
Don't focus on the advertiser. ,[object Object],Almost all of the research and studies have been from the perspective of the advertiser or the ad platform.,[object Object],Is it any wonder it has been framed as “how can we understand the consumer so we can better connect with them.”,[object Object]
I propose a new framework for determining what to build or buy.,[object Object]
Specifically,[object Object],This talk explores the factors that influence user adoption of social media in a system.,[object Object],It talks about the current research on social media and proposes a framework for helping make choices on what social media aspects to include in your system.,[object Object]
Where Current Research Falls Short,[object Object],[object Object]
BUT
It does not help you select the right tools or features for a piece of software (or really, any system).
This kind of analysis hasn’t been a predictor or indicator of what will or will not work.
Knowing that most people have 150 weak ties doesn’t help you pick features. It doesn’t determine whether you’ll be Facebook or MySpace.,[object Object]
As You All Well Know,[object Object],[object Object]
Pick the feature/the tool that works and has the biggest impact.
btw, you can't force people to use a tool just because it makes sense to you or management. People will make their own adoption decisions.,[object Object]
In the case of social media this translates into,[object Object], “is it easier for the user to conduct the key parts of their relationship with another person or group of people using the tool.”,[object Object],In other words:,[object Object],Is it easier or harder for them to make the social transaction.,[object Object]
If it is easier, cheaper and faster, they will use it.,[object Object]
If not, not.,[object Object],Not even if you try to “make” them.,[object Object]
How Do We Define Cost?,[object Object],[object Object]
We are only now learning about the implications of connecting ourselves and information to others and to other information online.
This was one of the first problems formal economics tackled “how do we define or measure cost” so we are starting from the right point.,[object Object]
It’s a general category that encompasses a lot but is still valuable for helping define and select the cost side of the adoption equation.
Note: The social transaction, will identify the “goal” or desired outcome of the transaction i.e. the benefit side of the equation.,[object Object]
It is the cost/benefit boundary against which the use/don’t use decision is made for a social media component of a system.
It incorporates the type of relationship, specifics about that relationship, privacy, boundaries and the cost of managing those aspects online.,[object Object]
Context and Control
There are tons of physical and temporal cues
And physical and temporal separations
That provide context to your behavior
Information is not as fluid in RL.  There is no “hot” information (like hot money)
We are already good at controlling and managing our personas and actions in RL.
This is something we develop over time and can continue to refine (part of human development).,[object Object]
All of these aspects are managed in physical world, we know how to so  this. But online just starting and the cost of managing can be high and inconvenient and consequences big.
The environment itself is just being built and so is our understanding of it.,[object Object]
These are all encompassed in Permission Boundaries,[object Object],[object Object]
We don’t have to worry about these in real world since there is a perception that information is far easier to control, different groups don’t cross as easily, information is less fluid in RL and there are many visual, spatial and temporal cues we have to be able to define and control our permission boundaries.
However, even in RL this can cross –the dis at the end of the movie 8 Mile.,[object Object]
Permission Boundaries,[object Object],You’ll know it when you see it.,[object Object],As we talk about relationships, we’ll come to a more solid definition.,[object Object]
This is very complicated & very broad. ,[object Object],[object Object]
There are a ton of different social transactions that happen.
Instead of trying to come up with a single unified theory of all human behavior that translates seamlessly to an evolving online environment.
Let’s focus on the single discrete transactions and build up from there.,[object Object]
To start, though, let’s look at the current research on relationships.,[object Object]
Types of Relationships,[object Object],This is where a huge amount of research has been done on social networking and social media.,[object Object],Strong Ties, Weak Ties and Temporary Ties.,[object Object]
Relationship Types,[object Object],[object Object]
He pulled from published information and internally research from Google.
We’ll start by summarizing the findings.
http://www.slideshare.net/padday/the-real-life-social-network-v2,[object Object]
They looked at 342 different groups (that people identified when they mapped out their social networks)
only 12% of the contained the word "friend" in it.
only 3% were called simply "friends"
85% of the groups did not contain the word “friends”
61% of the group names were unique.,[object Object]
Let’s Look at the Bonds Connecting People Then,[object Object]
Strong Ties,[object Object],Defined.,[object Object],A study of 3,000 randomly chosen Americans showed that the average American has just four strong ties. ,[object Object],Most had between two and six.,[object Object]
Another study of 1,178 adults found that on average, people had about 10 friends they meet or speak with at least weekly.,[object Object]
In another study, researchers analyzed all the photographs posted on Facebook pages in one college. ,[object Object],When they looked at how many friends people had (based on who was in their photos), the average was 6.6,[object Object]
The average number of friends on Facebook is 130, and many users have many more. ,[object Object],Yet despite having hundreds of friends, most people on Facebook only interact regularly with 4 to 6 people.,[object Object]
As We See,[object Object],Many research studies have shown that the vast majority of usage on social networks is with small numbers of strong ties. ,[object Object],So What?,[object Object],Doesn’t Help With Tool Selection,[object Object],Doesn’t have any predictive value.,[object Object]

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Social Networking, Permission Boundaries and User Adoption

  • 1.
  • 2.
  • 3.
  • 4.
  • 7. Twitter is in a totally different league and is kicking butt
  • 8. You Tube is in a totally different league and is kicking butt (though MySpace still has a place)
  • 9. LinkedIn lives in its own successful little world
  • 10. Skype is an entire Universe
  • 11. AIM is trying to survive (while MSN has a much bigger and wealthier parent to take care of it)
  • 12. FourSquare is the latest flavor of the day
  • 14. Message boards are still very active
  • 15.
  • 16.
  • 17.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. BUT
  • 27. It does not help you select the right tools or features for a piece of software (or really, any system).
  • 28. This kind of analysis hasn’t been a predictor or indicator of what will or will not work.
  • 29.
  • 30.
  • 31. Pick the feature/the tool that works and has the biggest impact.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37. We are only now learning about the implications of connecting ourselves and information to others and to other information online.
  • 38.
  • 39. It’s a general category that encompasses a lot but is still valuable for helping define and select the cost side of the adoption equation.
  • 40.
  • 41. It is the cost/benefit boundary against which the use/don’t use decision is made for a social media component of a system.
  • 42.
  • 44. There are tons of physical and temporal cues
  • 45. And physical and temporal separations
  • 46. That provide context to your behavior
  • 47. Information is not as fluid in RL. There is no “hot” information (like hot money)
  • 48. We are already good at controlling and managing our personas and actions in RL.
  • 49.
  • 50. All of these aspects are managed in physical world, we know how to so  this. But online just starting and the cost of managing can be high and inconvenient and consequences big.
  • 51.
  • 52.
  • 53. We don’t have to worry about these in real world since there is a perception that information is far easier to control, different groups don’t cross as easily, information is less fluid in RL and there are many visual, spatial and temporal cues we have to be able to define and control our permission boundaries.
  • 54.
  • 55.
  • 56.
  • 57. There are a ton of different social transactions that happen.
  • 58. Instead of trying to come up with a single unified theory of all human behavior that translates seamlessly to an evolving online environment.
  • 59.
  • 60.
  • 61.
  • 62.
  • 63. He pulled from published information and internally research from Google.
  • 64. We’ll start by summarizing the findings.
  • 65.
  • 66. They looked at 342 different groups (that people identified when they mapped out their social networks)
  • 67. only 12% of the contained the word "friend" in it.
  • 68. only 3% were called simply "friends"
  • 69. 85% of the groups did not contain the word “friends”
  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76.
  • 77.
  • 78. 80% of phone calls are made to the same 4 people.
  • 79. The phone was a facilitator –cheaper and easier to conduct the social transaction.
  • 80.
  • 81.
  • 82.
  • 83.
  • 84.
  • 85.
  • 86.
  • 87.
  • 88.
  • 89. Some people you met recently.
  • 90. Typically, we communicate with weak ties infrequently.
  • 91.
  • 92. This number has been consistent throughout history.
  • 93. Neolithic farming villages tended to separate into two once they reached 150 inhabitants.
  • 94.
  • 95.
  • 96. There is evidence that when online games involving social interaction reach about 150 active users, group cohesion collapses, resulting in dissatisfaction and defection.
  • 97.
  • 98.
  • 99.
  • 100. It is ready made to customize and requires almost no effort.
  • 101.
  • 102. It allowed people to do this.
  • 104. Much less worries and hassles about privacy (a factor in permission boundaries) than MySpace
  • 105. But now that’s changed and the personalized/controlled experience is becoming diluted.
  • 106.
  • 107.
  • 108. Twitter is pure personalization of “info in” (search)
  • 109. Facebook is personalization of “info in” (search) and “info out” (customized, targeted micro publishing)
  • 110.
  • 111.
  • 112. Some young adults use email to communicate with their strongest ties because their social network is overloaded with information from lots of different people, and their message might not be noticed.
  • 113.
  • 114. Status updates are often perceived as a narcissistic activity. But research has indicated that they support important social functions. People have four primary reasons for updating their status:
  • 115. - People update their status to shape how others perceive them.
  • 116. - People update their status to maintain and grow relationships.
  • 117. - People update their status to share content that others might find valuable.
  • 118.
  • 119.
  • 120. These are ties that are explicitly connected to one time or very infrequent social transactions.
  • 121. To me, its like trying to lump all the unknown “friend” categories into one bucket.
  • 122. To me, its far more valuable, in terms of tool and feature selection, to drop that category.
  • 123.
  • 124. That’s why the less you need to manage of it, the better.
  • 125. This is a key to how “elastic” a permission boundary is in social network system. The lower the overhead is to manage identity and privacy (i.e. the user assumes the system is doing it for them) the more elastic the permission boundary i.e. the more free the information will flow in and out. The boundary will bend to allow more to pass in and out.
  • 126.
  • 127.
  • 128. Or that it should be a requirement on your RFP for a solution you are purchasing.
  • 129. It means that you need to understand the full import of the transaction you are asking or allowing users to conduct on your network.
  • 130.
  • 131.
  • 132. 44% take steps to limit the amount of personal information available about them online
  • 133. 71% change their privacy settings
  • 134. 47% delete unwanted comments on their profiles
  • 135. 41% remove their name from photos
  • 136.
  • 137.
  • 138. Because they don't have the visual or environmental cues that being in a physical environment have.
  • 139. Because its totally new. And changing every day.
  • 140.
  • 141. Let's imagine these girls were gossiping about this guy. When he comes over, they stop. Their conversation isn't persistent.
  • 142.
  • 143.
  • 144. In 2010, this grew to over 70%
  • 145. Not to mention cyber-bullying.
  • 146.
  • 147. Planning a party or club event or FNM or WoW
  • 149. Sharing project information (a tricky one wrt context)
  • 150. Just chatting (texting, IM or chat)
  • 151. Keeping up with others (posts)
  • 152. Projecting a persona, pretending (posts or 2nd Life)
  • 153. Finding a relationship with someone
  • 154. Keeping track of company acronyms (wiki)
  • 155.
  • 156. Users will adopt or not adopt based on cost/benefit
  • 157. The cost is weighed against their permission boundaries (which tries to capture the nuanced and complex nature of people’s relationships with each other)
  • 158.
  • 159. We are learning about it and adapting as it evolves.
  • 160. Keep in mind though: VL is mostly driven by commercial interests and will only exist as long it is economically sensible for it to exist.
  • 161. Commercial players, government and others can change the playing field in a minute.
  • 162.