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Social Networking
 and Social Media
         May 2010


      Sangki Han, Ph.D.
      Professor / GSCT
           KAIST


...
2
Social Computing
•   An area of computer science that is concerned with the
    intersection of social behavior and comput...
Interdisciplinary
Approach Is Needed




        4
Research Topics
•   Social Computing Theories
•   Social System Design and Architectures
•   Social Network Analysis and M...
Online Social
Networking Services




         6
Definition of
        Online SNS
• Web-based services that allow individuals to
  (1) construct a public or semi-public pro...
History




   8
Why Is SNS So Important?




           9
Facebook Reaches Top Ranking in US
 •   Facebook reached an important milestone for the week ending March 13, 2010 and
   ...
Share of Global Online Time Spent
                                                                          Facebook
     ...
Friend-Casting?


            Using a snapshot of Web traffic from December,
            Compete's director of online media...
The Age of Social Networks
• 35-44 dominate the social web,
  representing 25% of total participation




                ...
Global Social Networking Services

                                 Social Networking –
  Global Phenomenon, Facebook Lead...
Types of SNS
•   Profile-based SNS (MySpace, Facebook)
•   Content-based SNS (Flickr, Shelfari, YouTube)
•   Multi-User Vir...
Facebook: Company Figures




            16
International Growth




         17
Facebook Platform and Apps




            18
Zuckerberg’s Law




       19
Success in Ecosystem




       http://statistics.allfacebook.com/applications/



                     20
Category of FB Apps
                  Facebook = 500MM+ App Downloads
 Vibrant Developer / Application Platform Ecosystem ...
Success in Ecosystem:
             Facebook Connect
•   A powerful set of APIs for
    developers that lets users bring
  ...
23
Benefits of Implementing
      FB Connect




           24
Basic Benefits




      25
Yahoo and MySpace Will Join




                               [source: InsideFacebook]
   [source: AllThingsD]




      ...
Social Identity War




         27
Facebook vs. Open Social




   myapps




        myapps
New Features at F8 Conference
 Instant Personalization




                            29   SPRING 2010 GCT784
New Features at F8 Conference
 Open Graph Protocol
   – Opens up the social graph and lets your pages become
     objects...
Social Plugins




      31         SPRING 2010 GCT784
New Features at F8 Conference
 Publisher Incentives
  – New “Like” button - Websites can also
    display the most releva...
Social Relevancy Rank
 Read Time Search Problem? trusted opinions are scarce




                          33
Search with Social Circle

•   Combines results from your friend’s blogs, Flickr, Twitter,
    FriendFeed, and a wide vari...
Location-Based Social
Networking on the iPhone




           35
Social Networking Now More Popular on
          Mobile than Desktop


• More people are using the mobile web to
  socializ...
Next Big Thing?




       37
Statistics of Foursquare
• Over 500,000 users
• Over 1,000,000 badges have been awarded
• Over 1.4 million venues with 120...
Foursquare Specials
• Mayor Specials: unlocked only by the Mayor of your venue. Who's the Mayor? It's your
  single most l...
We Need This?




      40
SNS on Game Console and
         IPTV




           41
Social Issues
•   Transform the concepts of friendship, personal acquaintance,
    and public celebrity
•   Will SNSs shif...
SNA Questions
• How highly connected is an entity within a
  network?
• What is an entity's overall importance in a
  netw...
Books on SNA and Science of Networks




                 44
Influentials: Two Viewpoints




             45
Small World Phenomenon
• The hypothesis that the chain of social acquaintances
  required to connect one arbitrary person ...
Small World
          Phenomena
•   Small world experiment at Columbia University (2003)
    found that about five to seven...
Dunbar’s Number
• The rule of 150 suggested that the typical size of a social
  network is constrained to about 150 member...
Granovetter’s
“the strength of weak ties”

• More numerous weak ties can be important
  in seeking information and innovat...
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Social Computing Part 1(KAIST)

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Social Computing Part 1(KAIST)

  1. 1. Social Networking and Social Media May 2010 Sangki Han, Ph.D. Professor / GSCT KAIST 1
  2. 2. 2
  3. 3. Social Computing • An area of computer science that is concerned with the intersection of social behavior and computational systems - From Wikipedia, June 2009 - Social computing has to do with supporting any sort of social behavior in or through computational systems - Social computing has to do with supporting “computations” that are carried out by groups of people 3
  4. 4. Interdisciplinary Approach Is Needed 4
  5. 5. Research Topics • Social Computing Theories • Social System Design and Architectures • Social Network Analysis and Mining, Semantic web • Social Behavior Modeling • Social Intelligence, Social Cognition • Social Computing Applications such as collaborative filtering, bookmaking, tagging, and multi-agent systems • Human Machine Interactions • Emotional Intelligence, Cultural Dynamics, Opinion Representation, Influence Process • Data Mining, Machine Learning, Information Retrieval, Artificial Intelligence in Social Contexts • Trust, Privacy, Risk and Security in Social Contexts • Social Engineering, Tools, and Case Studies • Services Science, Quality, Architecture, Management, and Tools 5
  6. 6. Online Social Networking Services 6
  7. 7. Definition of Online SNS • Web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system - By dana m. boyd and Nicole Ellison 7
  8. 8. History 8
  9. 9. Why Is SNS So Important? 9
  10. 10. Facebook Reaches Top Ranking in US • Facebook reached an important milestone for the week ending March 13, 2010 and surpassed Google in the US to become the most visited website for the week • The market share of visits to Facebook.com increased 185% last week as compared to the same week in 2009, while visits to Google.com increased 9% during the same time frame 10
  11. 11. Share of Global Online Time Spent Facebook Largest Share Gainer of Online Usage Over Past 3 Years Share of Global Online Time Spent, 6/06 – 8/09 14% 12% % Share of Global Minutes 10% 8% 6% 4% 2% 0% 6/06 9/06 12/06 3/07 6/07 9/07 12/07 3/08 6/08 9/08 12/08 3/09 6/09 Yahoo.com Msn.com Google.com YouTube.com Facebook.com Source: comScore global, 8/09. 41 11
  12. 12. Friend-Casting? Using a snapshot of Web traffic from December, Compete's director of online media and search, Jessica Ong, found that 15 percent of traffic to major Web portals like Yahoo, MSN and AOL came from Facebook and MySpace. The lion's share of that traffic, 13 percent came from Facebook. Google, which has profited handsomely from directing Web surfers to their destinations during the past decade, was third with 7 percent, just behind e-commerce site eBay, which had 7.61 percent. MySpace was fourth with just under 2 percent. Read more: http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2010/02/15/ BUU51C0AMN.DTL#ixzz0flJB24Xr 12
  13. 13. The Age of Social Networks • 35-44 dominate the social web, representing 25% of total participation [Source: Brian Solis] 13
  14. 14. Global Social Networking Services Social Networking – Global Phenomenon, Facebook Leading, Though Many Regional Strongholds Global Social Networking Web Sites* 859MM Unique Users, +32% Y/Y; 232B Total Minutes, +50% Y/Y, 1/10 QQ (Alumni + Mini) – Tencent Facebook Vkontakte 47MM users 471MM users 25MM users +65% Y/Y +100% Y/Y +20% Y/Y Skyrock Baidu Space CyWorld MySpace 20MM users 54MM users 19MM users 120MM users +9% Y/Y +35% Y/Y -12% Y/Y -7% Y/Y Renren Mixi Twitter 34MM users 14MM users 74MM users, --% Y/Y** +14% Y/Y +1107% Y/Y Friendster Hi5 15MM users 47MM users -44% Y/Y -22% Y/Y Orkut 52MM users +6% Y/Y !"#$%&'()"*+)&,"-.+)&/$#0"12./3&0$*,.#$,&$4-)56$&+77).-+#."/8*+,$6&/$#0"12,&,5-9&+,&:;&/$#0"12,<&''=$/1$/ >?>&6+#+& /"#&+@+.)+*)$<&A,+3$&,#+#,&+1$&B5/.C5$&@.,.#"1,DE&7$1&-"FG-"1$&3)"*+)&HI?JKE&F+L&6.MM$1&F+#$1.+))L&M1"F&-"F7+/L8 6.,-)",$6&B1$3.,#$1$6&+--"5/#,D ,#+#,<&N#9$1&/"#+*)$&,"-.+)&/$#0"12,&./-)56$&O./6"0,&P.@$&Q1"M.)$,E&RS<-"FE& T$@.+/#+1#E&T.33E&U5VV&;$6.+E&+/6&U$*"<&G"51-$%&-"FG-"1$&H?HJE&;"13+/&G#+/)$L&=$,$+1-9< 30 14
  15. 15. Types of SNS • Profile-based SNS (MySpace, Facebook) • Content-based SNS (Flickr, Shelfari, YouTube) • Multi-User Virtual Environments (SecondLife, WOW) • Mobile SNS (MySpace, Facebook) • Micro-blogging/ Presence updates (Twitter) • People Search (Wink) • White label SNS (Ning, Joomla) 15
  16. 16. Facebook: Company Figures 16
  17. 17. International Growth 17
  18. 18. Facebook Platform and Apps 18
  19. 19. Zuckerberg’s Law 19
  20. 20. Success in Ecosystem http://statistics.allfacebook.com/applications/ 20
  21. 21. Category of FB Apps Facebook = 500MM+ App Downloads Vibrant Developer / Application Platform Ecosystem = 500K Apps*, +10x Y/Y Top 100 Apps' # of Monthly Active # of Apps w/ Category Applications % of Total Users (MM) 1MM+ MAUs Games 13,537 23% 418 56 Lifestyle 4,778 8 42 8 Utilities 4,604 8 59 8 Education 2,279 4 66 5 Entertainment 2,015 3 76 11 Business 1,981 3 5 1 Sports 1,431 2 5 0 Just For Fun 400 1 44 10 Friends & Family 61 0 37 3 Overall* 59,427 752 102 !"#$%&'(#$)"*+&,*$(-."/0&1$*&2(3$,""-4&"0$&(11563(#6"0&3(0&,$5"0)&#"&785#615$&3(#$)"*6$9&"*&,$5"0)&#"&0"&3(#$)"*+:&;<$*(55=& 9#(#69#639&1$*&>11?(#(4&/@63@&*$1"*#9&(&5"/$*&(3#6<$&(119&3"80#&#@(0&2(3$,""-A9 *$1"*#$.&BCC4CCCD&(119&E,865#&#"&.(#$F G H"8*3$%&2(3$,""-4&>11?(#( (9&"I&JKJC4&L"*)(0&H#(05$+&M$9$(*3@G 47 21
  22. 22. Success in Ecosystem: Facebook Connect • A powerful set of APIs for developers that lets users bring their identity and connections everywhere. Developers get access a user's: - Identity: name, photos, events, and more. - Social Graph: friends and connections. - Stream: activity, distribution, and integration points within Facebook, like stream stories and Publishers. 22
  23. 23. 23
  24. 24. Benefits of Implementing FB Connect 24
  25. 25. Basic Benefits 25
  26. 26. Yahoo and MySpace Will Join [source: InsideFacebook] [source: AllThingsD] 26
  27. 27. Social Identity War 27
  28. 28. Facebook vs. Open Social myapps myapps
  29. 29. New Features at F8 Conference  Instant Personalization 29 SPRING 2010 GCT784
  30. 30. New Features at F8 Conference  Open Graph Protocol – Opens up the social graph and lets your pages become objects that users can add to their profiles. When a user establishes this connection by clicking Like on one of your Open Graph-enabled pages, you gain the lasting capabilities of Facebook Pages. http://opengraphprotocol.org/  Social Plugins – The easiest way to integrate the social graph into your site and provide an instantly personalized experience to your users.  Graph API – A redesign of core API that reflects the structure of the graph. This new API is a simple, consistent representation of data in the graph, so that all objects and APIs can be accessed via URLs. – Adopt OAuth 2.0 30 SPRING 2010 GCT784
  31. 31. Social Plugins 31 SPRING 2010 GCT784
  32. 32. New Features at F8 Conference  Publisher Incentives – New “Like” button - Websites can also display the most relevant content to any user based on their friends and likes – More traffic and revenue for publishers  Docs.com with Microsoft 32 SPRING 2010 GCT784
  33. 33. Social Relevancy Rank  Read Time Search Problem? trusted opinions are scarce 33
  34. 34. Search with Social Circle • Combines results from your friend’s blogs, Flickr, Twitter, FriendFeed, and a wide variety of other social media sites (so long as your friends have connected their social accounts to their Google profiles) with Google’s regular search results. 34
  35. 35. Location-Based Social Networking on the iPhone 35
  36. 36. Social Networking Now More Popular on Mobile than Desktop • More people are using the mobile web to socialize (91%) compared to the 79% of desktop users who do the same • During the 2.7 hours per day that people in the U.S. spending on the mobile web, 45% are posting comments on social networking sites, 43% are connecting with friends on social networking sites, 40% are sharing content with others and 38% are sharing photos. - Ruder Finn 36
  37. 37. Next Big Thing? 37
  38. 38. Statistics of Foursquare • Over 500,000 users • Over 1,000,000 badges have been awarded • Over 1.4 million venues with 1200 offering specials • Over 15.5 million checkins • 275,000 checkins over the course of the day - March 11, 2010 38
  39. 39. Foursquare Specials • Mayor Specials: unlocked only by the Mayor of your venue. Who's the Mayor? It's your single most loyal customer! (the user who has checked in the most in the last 60 days) - ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!") • Check-in Specials: unlocked when a user checks in to your venue a certain number of times. - ("Foursquare says you've been here 10 times? That's a free drink for you!") • Frequency-based Specials: are unlocked every X check-ins. - ("Foursquare users get 20% off any entree every 5th check-in!") • Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. - ("Show us your foursquare Swarm badge and get a free drink!") • And more to come! 39
  40. 40. We Need This? 40
  41. 41. SNS on Game Console and IPTV 41
  42. 42. Social Issues • Transform the concepts of friendship, personal acquaintance, and public celebrity • Will SNSs shift people's social world from one focused on a few important relationships to one consisting of an immense number of weak relationships? - What would this mean for social support, information finding, and simply how people spend time? • The line between real and fictional friend becomes blurred. Is this deception—or entertainment? When is the signal's form, i.e., the appearance of friendship, sufficient and when is its implied quality, i.e., a genuine sentiment, what is really desired? Judith Donath, Founder of Sociable Media Group at MIT Media Lab 42
  43. 43. SNA Questions • How highly connected is an entity within a network? • What is an entity's overall importance in a network? • How central is an entity within a network? • How does information flow within a network? 43
  44. 44. Books on SNA and Science of Networks 44
  45. 45. Influentials: Two Viewpoints 45
  46. 46. Small World Phenomenon • The hypothesis that the chain of social acquaintances required to connect one arbitrary person to another arbitrary person anywhere in the world is generally short • Six degrees of separation - small world experiment by psychologist  Stanley Milgram in 1967 • Six Degrees of Kevin Bacon in 1994 - Lengthy newsgroup thread headed "Kevin Bacon is the Center of the Universe" - The game was created in early 1994 by three students at Albright College, Craig Fass, Brian Turtle, and Mike Ginelli. 46
  47. 47. Small World Phenomena • Small world experiment at Columbia University (2003) found that about five to seven degrees of separation are sufficient for connecting any two people through e-mail • Eric Horvitz and Jure Leskovec at Microsoft (2006) - With records of 30 billion electronic conversations among 180 million people from around the world, researchers have concluded that any two people on average are distanced by just 6.6 degrees of separation 47
  48. 48. Dunbar’s Number • The rule of 150 suggested that the typical size of a social network is constrained to about 150 members due to possible limits in the capacity of the human communication channel • The rule arises from cross-cultural studies in sociology and especially anthropology of the maximum size of a village • Theorized in evolutionary psychology that the number may be some kind of limit of average human ability to recognize members and track emotional facts about all members of a group 48
  49. 49. Granovetter’s “the strength of weak ties” • More numerous weak ties can be important in seeking information and innovation • Cliques have a tendency to more homogeneous opinions as well as sharing many common traits • To find new information or insights, members of the clique will have to look beyond the clique to its other friends and acquaintances 49

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