Social Media and Social Networking Demystified



        Presented to: Society of Business Communicators Queensland




 ...
Outline
●   Communication Model
●   Richness vs Reach
●   Digital Media is Different
●   Social Network/Graph
●   Social M...
Outline
●   Communication Model
●   Richness vs Reach
●   Digital Media is Different
●   Social Network/Graph
●   Social M...
Communication Model
                ●   Sender
                ●   Medium/Channel
                ●   Receiver
           ...
Outline
●   Communication Model
●   Richness vs Reach
●   Digital Media is Different
●   Social Network/Graph
●   Social M...
Richness vs Reach
                   ●   Richness
                       ●   What is the quality of
                      ...
Outline
●   Communication Model
●   Richness vs Reach
●   Digital Media is Different
●   Social Network/Graph
●   Social M...
Digital Media is Different
●   Production
    ●   scale, democratisation, mass-customisation,
        marginal cost
●   Tr...
Outline
●   Communication Model
●   Richness vs Reach
●   Digital Media is Different
●   Social Network/Graph (Reach)
●   ...
Reach or Social Network/Graph



        It's about who you know,
            and who they know,
            and who they ...
Direct Connections
                     ●   How many people
                         can you contact
                     ...
Mediated Connections
                 ●   Indirect contact
                     ●   These contacts don't
                 ...
Reach
        ●   Combining direct and
            mediated
        ●   15 new connections
            per contact
       ...
So, given that you can “reach” these people, what
    is the value of having this large a network.




                   ...
Network Value – Sarnoff's Law
                  ●   “Broadcast”
                  ●   Based on one-way
                   ...
Network Value – Metcalfe's Law
                  ●   “Communication”
                  ●   Based on Links
                ...
Network Value – Reed's Law
                                    ●   “Collaboration”
                                    ●  ...
Network Value – Dunbar's Number
●   The number of relationships a person can
    naturally manage.
●   ≈ 148
●   So doesn'...
Network Value – The Long Tail
                  ●   At 200 people, 1% of
                      the network is 2 - you
    ...
Outline
●   Communication Model
●   Richness vs Reach
●   Digital Media is Different
●   Social Network/Graph
●   Social M...
Social Media




     It's about messages and content
          that suit the social graph.




                          ...
Message Robustness
               ●   Chinese Whispers
               ●   Splitting Message and
                   Content...
Message Enhancement
               ●   Authentic Messages
               ●   Much more valuable
                   when th...
Connecting with Someone
                ●   Mediated contact
                    conversion to direct
                    ...
Summary
●   It's mostly the same game
    ●   The rules rhyme at least
●   Digital media is different
●   Social Graph
   ...
Outline
●   Communication Model
●   Richness vs Reach
●   Digital Media is Different
●   Social Network/Graph
●   Social M...
Case Study: Facebook
●   Social Graph
    ●   Reconnect to with people and to keep up to date
        with them.
●   Socia...
Case Study: Twitter
●   Social Graph
    ●   Make new connections based on Tweets.
    ●   Following/Followers/Updates
●  ...
Junta
●   Junta, n; a small group of people who seek to
    gain power through revolution.
●   Effective, then Efficient, ...
Questions?

      email: peter@junta.com.au
     skype: pjlaurie
     twitter: @pjlaurie
facebook: pjlaurie
    mobile: +6...
This slide intentionally left blank.




                                                                                 ...
Links
 Wikipedia is a good place to start in general.

 Richness vs Reach -      http://www.blowntobits.com/b2b/

 Sarnoff...
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Social Media and Social Networking Demystified

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This is a presentation I did to attempt to demystify social media and social networking to a group of professional communicators, Society of Business Communicators Queensland, on 27/07/2009. The thrust of it was - it is not an entirely new game, there are just some new moves now.

Published in: Technology, News & Politics
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  • I hear you. I decided to go with 2 facebook accounts for that same reason - 1 for work, 1 for play. Only thing is, FB was too clever for me and suggested both my accounts as friends to everyone from both worlds ...

    BTW, did you see Kodak are advertising for a 'Chief Listener'? Good description of a Social Media specialist I thought. http://jobshouts.com/job/4694/
    D.
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  • It's funny you say that David. I had a conversation with some colleagues early on about pretty much that. I attached a screenshot of my previous set of 'followings' from Google reader and asked the question 'how do I stop this happening again?'. The screen shot (if I took it today) looked like:

    From your 854 subscriptions, over the last 30 days you read 565 items, starred 2 items, shared 118 items, and emailed 1 items.

    At best I skim that amount of content. I have consciously kept my Twitter contacts small for the reason that you say above. Some people who I would be interested in following are just too damn chatty. Drowns the rest of the conversation. I think that you'd need to start categorising your 'following' list. The main Twitter website does not really help with grouping or categorisation of the people you follow, apparently however, other Twitter clients do. I have seen people using PeopleBrowsr on Mac doing that.

    One alternative that is based on another feature of social media is to actually build several identities on Twitter and use that as your grouping mechanism. BTW. I would have loved to increased the complexity of the comms model, feedback, noise etc, but it was complicated enough already ;) -- Peter
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  • Hi Peter, A question I had in my head from Monday night: you posted the basic linear comms model. Later models include the concept of 'noise' getting in the way of encoding and decoding of messages. What do you think of the very pervasiveness of social networking itself as one form of noise? I.e. the fact that it is so easy to sign up to follow 200 different people on Twitter actually detracts from the effectiveness of each tweet (can't see the trees for the forest). David.
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Social Media and Social Networking Demystified

  1. 1. Social Media and Social Networking Demystified Presented to: Society of Business Communicators Queensland Peter Laurie 1 Produced under the Attribution-Share Alike 2.5 Australia license.
  2. 2. Outline ● Communication Model ● Richness vs Reach ● Digital Media is Different ● Social Network/Graph ● Social Media ● Case Studies
  3. 3. Outline ● Communication Model ● Richness vs Reach ● Digital Media is Different ● Social Network/Graph ● Social Media ● Case Studies
  4. 4. Communication Model ● Sender ● Medium/Channel ● Receiver ● Message ● Production ● Transmission ● Consumption ● Storage 4 Produced under the Attribution-Share Alike 2.5 Australia license.
  5. 5. Outline ● Communication Model ● Richness vs Reach ● Digital Media is Different ● Social Network/Graph ● Social Media ● Case Studies
  6. 6. Richness vs Reach ● Richness ● What is the quality of communication? ● Reach Richness ● How many people can you communicate with? ● Cost Constraint ● Money, Time, etc. Reach 6 Produced under the Attribution-Share Alike 2.5 Australia license.
  7. 7. Outline ● Communication Model ● Richness vs Reach ● Digital Media is Different ● Social Network/Graph ● Social Media ● Case Studies
  8. 8. Digital Media is Different ● Production ● scale, democratisation, mass-customisation, marginal cost ● Transmission ● cost, speed, distance, location ● Consumption ● choice ● Message ● size, storage, indexed, interactive, incremental 8 Produced under the Attribution-Share Alike 2.5 Australia license.
  9. 9. Outline ● Communication Model ● Richness vs Reach ● Digital Media is Different ● Social Network/Graph (Reach) ● Social Media ● Case Studies
  10. 10. Reach or Social Network/Graph It's about who you know, and who they know, and who they know, … 10 Produced under the Attribution-Share Alike 2.5 Australia license.
  11. 11. Direct Connections ● How many people can you contact directly? 11 Produced under the Attribution-Share Alike 2.5 Australia license.
  12. 12. Mediated Connections ● Indirect contact ● These contacts don't know you. ● Word of mouth ● Improved reach but... Chinese Whispers ● Control of message 12 Produced under the Attribution-Share Alike 2.5 Australia license.
  13. 13. Reach ● Combining direct and mediated ● 15 new connections per contact ● 1 → 15 ● 2 → 225 ● 3 → 3,375 ● 4 → 50,625 ● Six Degrees of Separation 13 Produced under the Attribution-Share Alike 2.5 Australia license.
  14. 14. So, given that you can “reach” these people, what is the value of having this large a network. 14 (this is a new slide) Produced under the Attribution-Share Alike 2.5 Australia license.
  15. 15. Network Value – Sarnoff's Law ● “Broadcast” ● Based on one-way communication ● Prop. to N ● Linear growth ● 10 → 10 ● 100 → 100 ● 1000 → 1000 ● 10000 → 10000 15 Produced under the Attribution-Share Alike 2.5 Australia license.
  16. 16. Network Value – Metcalfe's Law ● “Communication” ● Based on Links ● Prop. to N(N-1)/2 ● Non-linear Growth ● 10 → 45 ● 100 → 4950 ● 1000 → 49950 ● 10000 → 5 million ● Externalities 16 Produced under the Attribution-Share Alike 2.5 Australia license.
  17. 17. Network Value – Reed's Law ● “Collaboration” ● Based on Groups ● Prop. to 2N-N-1 ● Exponential Growth ● 10 → 1013 ● 100 → ~1030 ● 1000 → ~10301 ● Maximum effective group size? 17 http://www.reed.com/gfn/docs/reedslaw.html Produced under the Attribution-Share Alike 2.5 Australia license.
  18. 18. Network Value – Dunbar's Number ● The number of relationships a person can naturally manage. ● ≈ 148 ● So doesn't that cap the other values? ● CRMs etc. 18 Produced under the Attribution-Share Alike 2.5 Australia license.
  19. 19. Network Value – The Long Tail ● At 200 people, 1% of the network is 2 - you and your mate. ● At 20,000 people, 1% of the network is 200 – you can build a business around that. ● At 2,000,000: 20000 people. ● ... 19 Produced under the Attribution-Share Alike 2.5 Australia license.
  20. 20. Outline ● Communication Model ● Richness vs Reach ● Digital Media is Different ● Social Network/Graph ● Social Media (Richness) ● Case Studies
  21. 21. Social Media It's about messages and content that suit the social graph. 21 Produced under the Attribution-Share Alike 2.5 Australia license.
  22. 22. Message Robustness ● Chinese Whispers ● Splitting Message and Content ● URL ● tinyurl.com, bit.ly, ● Still need to be related? ● Campaigns and Tracking 22 Produced under the Attribution-Share Alike 2.5 Australia license.
  23. 23. Message Enhancement ● Authentic Messages ● Much more valuable when they come from someone you know. ● Trusted referral vs spam. ● Cluetrain Manifesto 23 Produced under the Attribution-Share Alike 2.5 Australia license.
  24. 24. Connecting with Someone ● Mediated contact conversion to direct contact ● Network becomes more dense ● They get closer ● Their contacts get closer too 24 Produced under the Attribution-Share Alike 2.5 Australia license.
  25. 25. Summary ● It's mostly the same game ● The rules rhyme at least ● Digital media is different ● Social Graph ● Formalised 'word of mouth' ● Social Media ● Digital messages and content ● Tuned for the Social Graph 25 Produced under the Attribution-Share Alike 2.5 Australia license.
  26. 26. Outline ● Communication Model ● Richness vs Reach ● Digital Media is Different ● Social Network/Graph ● Social Media ● Case Studies
  27. 27. Case Study: Facebook ● Social Graph ● Reconnect to with people and to keep up to date with them. ● Social Media ● Status Updates/Microblogging: “Peter is...” ● Photo Sharing ● Events ● Business Model: Advertising, Market Research ● Other 27 Produced under the Attribution-Share Alike 2.5 Australia license.
  28. 28. Case Study: Twitter ● Social Graph ● Make new connections based on Tweets. ● Following/Followers/Updates ● Social Media ● Microblogging. ● Sharing media via URL Shortening. ● Business Model: ????? ● http://business.twitter.com/twitter101 ● The Twitter Book 28 Produced under the Attribution-Share Alike 2.5 Australia license.
  29. 29. Junta ● Junta, n; a small group of people who seek to gain power through revolution. ● Effective, then Efficient, then Elegant ● Prototypes and Proofs of Concepts ● Bespoke Software ● Engagement Models ● How you can help me do what I love doing 29 Produced under the Attribution-Share Alike 2.5 Australia license.
  30. 30. Questions? email: peter@junta.com.au skype: pjlaurie twitter: @pjlaurie facebook: pjlaurie mobile: +61 410 617 936 linkedin: http://www.linkedin.com/in/pjlaurie Produced under the Creative Commons Attribution-Share Alike 2.5 Australia license. 30 Produced under the Attribution-Share Alike 2.5 Australia license.
  31. 31. This slide intentionally left blank. 31 Produced under the Attribution-Share Alike 2.5 Australia license.
  32. 32. Links Wikipedia is a good place to start in general. Richness vs Reach - http://www.blowntobits.com/b2b/ Sarnoff's Law - http://en.wikipedia.org/wiki/Sarnoff%27s_law Metcalfe's Law - http://en.wikipedia.org/wiki/Metcalfe%27s_law Reed's Law - http://en.wikipedia.org/wiki/Reed%27s_law and http://www.reed.com/gfn/docs/reedslaw.html Dunbar's Number - http://en.wikipedia.org/wiki/Dunbar%27s_number Long Tail - http://en.wikipedia.org/wiki/The_Long_Tail and http://thelongtail.com/ Cluetrain Manifesto - http://www.cluetrain.com/ and http://www.cluetrain.com/book/95-theses.html 32 Produced under the Attribution-Share Alike 2.5 Australia license.

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