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Social networks going Global

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Peter Van Dijck
Peter Van Dijck

A talk about the information architecture of social networks when they go global: the cultural challenges etc...

Technology
1 of 38
Social networks going global.
A little background theory .
Cultural standardization
“ Cultural standardization” ,[object Object],[object Object],[object Object]
Technological determinism
“ Technological determinism” ,[object Object],[object Object],[object Object]
Global social networks.
 
Some numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cyworld
It’s a cultural phenomenon. ,[object Object]
It’s a cultural phenomenon. ,[object Object]
Features and culture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exporting culture/adapting features.
Features and culture: Nico Nico Douga vs. YouTube
 
How “Japanese” is Nico Nico Douga?
 
Webkare
Social networks on the move. ,[object Object],USA South Korea Orkut is focusing on Brazil Brazil Japan Friendster is focusing on Asia Netlog Is moving (leaving their home market) Is expanding
Netlog’s strategy: add languages & smart localization.
Smart localization: KISS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Xing
 
 
Categories are cultural
 
Tags can be separated by the user’s default language
Crowdsourcing translations
Standardize, then localize ,[object Object],[object Object]
Users of the same service are not necessarily the same. ,[object Object]
 
Conclusions , if any.
Conclusions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How do social networks go global? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tension between standardization and localization cannot be ignored, nor resolved. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
290s.com
Thank you. http://petervandijck.com

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Social networks going Global

Editor's Notes

  1. Thanks for coming. About me: IA in London, New York, Belgium. Book about IA. Talk/writing about global IA.