Friends, Connections and Tweeps: An Overview of Social Media’s “Big 3”

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There is a lot of buzz around social media. Unfortunately, there is not a lot of understanding of the many social media platforms. This presentation seeks to answer the following questions. Which platforms are the ones that matter, have active users, and are likely to still exist in five years? What is the difference between these platforms? How are people are using them to connect with friends, colleagues and companies? How are companies are using them and how are their brands being represented?

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Friends, Connections and Tweeps: An Overview of Social Media’s “Big 3”

  1. 1. Friends, Connections and Tweeps An Overview of Social Media’s “Big 3” Michael Ryan Interaction Designer @ryaninteractive on Twitter
  2. 2. Presentation Overview • Overview of Social Media • The Big 3 • Communication and Privacy Strategies • Social Media and Brands Ask questions at any time! 2 1/30/2015
  3. 3. What Are People Doing Online? 3 1/30/2015
  4. 4. Social Media Benefits • Breaks news • Provides information dissemination • Filters information for users • Builds community around people, brands and events • Supplies conduit for consumer input and commentary 4 1/30/2015 (Cohen, 2009) (Elliance, 2008)
  5. 5. The Most Popular Social Media Websites “The Big Three” 300 million users 50 million users 50 million users 5 1/30/2015 (Hitwise, 2009)
  6. 6. Facebook The largest social media site • Facebook is the most used social network by worldwide monthly active users • On Facebook, users can create profile pages, post status updates, share photos, videos and communicate with “friends” • Features include groups, event scheduling and games • Active developer community for applications • Less professional, more personal friendships 6 1/30/2015 (Gualtieri, 2009) (Kazeniac , 2009)
  7. 7. News Feed (Home) 7 1/30/2015
  8. 8. Profile Pages (Wall) 8 1/30/2015
  9. 9. Fans (Super Friends) 9 1/30/2015
  10. 10. Groups 10 1/30/2015
  11. 11. Facebook Stats • 150 million users log on to Facebook at least once a day • Average user has 130 friends on the site • 55% Female, 45% Male • 2/3 outside college • Mobile Facebook users are almost 50% more active on Facebook than non-mobile users • Facebook has 15 billion photos, 10 million videos • 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week 11 1/30/2015 (Facebook, 2009) (Wroblewski, 2009b)
  12. 12. The world's largest professional social network • Search for colleagues, former colleagues, classmates, and network • Recommendations, groups, private messaging and other features • Find guest speakers, co-authors, consultants, etc. • More professional contacts 12 1/30/2015 (Gualtieri, 2009)
  13. 13. Profile 13 1/30/2015
  14. 14. Connections 14 1/30/2015
  15. 15. Companies 15 1/30/2015
  16. 16. Groups 16 1/30/2015
  17. 17. “It’s Who You Know” 17 1/30/2015
  18. 18. Many Have Heard of Twitter, but… 18 1/30/2015 “Which of the following best describes your familiarity with Twitter?” I've tried Twitter, but don't use it regularly, 8% I've heard of Twitter, but I've never used it, 76% I've never heard of Twitter, 9% I follow Twitter updates from others, but I've never written any myself, 4% I use Twitter regularly; I write and follow others' updates, 3% Source: Forrester Research North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US) (Gualtieri, 2009)
  19. 19. “What are you doing” (in 140 characters or less) • Easy to use messaging service built on texting model; open to many uses • “It’s like a cocktail party where you can talk to anyone but they might not talk back… except everything you say is saved and searchable” (Gualtieri, 2009) • Ask questions and get “quick, specific, helpful answers” (Ledwell & Kaniasty, 2009) • “I like Twitter because it offers a broader conversation than Facebook. It's a great vehicle for connecting with a large number of people.” (McCord, 2009) • Many add-ons. Link to photos (TwitPic). Send status to Facebook/LinkedIn. Create polls, etc. • Can be professional or personal contacts 19 1/30/2015
  20. 20. Profile 20 1/30/2015 @username ReTweet Who I am Following
  21. 21. Feed 21 1/30/2015 Hash Tags Reply to Tweets Can also Direct Message (DM)
  22. 22. #HashTags 22 1/30/2015 Trending Topics (Chong 2009)
  23. 23. Brands on Twitter 23 1/30/2015
  24. 24. Brands on Twitter 24 1/30/2015
  25. 25. Twitter Stats • 26 million Tweets per day (6 million contain URLs) • 5% of Twitter users account for 75% of all activity • Average Twitter user has 42 followers • Content within Twitter posts can be classified as • 40.5% Pointless babble • 37.5% Conversational • 8.7% Pass-along value • 5.85% Self promotion • 3.75% Spam • Only one quarter of US Internet users are under 25 • 53% Female 47% Male • More than 50% of all updates are published using tools, mobile and web-based 25 1/30/2015 (Moore, 2009) (Owyang, 2009) (Signorini, 2009) (Wroblewski, 2009a)
  26. 26. My Contact Types by Platform 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Friends Colleagues Companies Strangers 26 1/30/2015 (following)
  27. 27. Intimate Offline Conversation More Private IM, Email Friendly, Playful Professional None, General How Should You Communicate? Communication Style Audience Platform 27 1/30/2015 Spouse Partner Family Close Friends Friends Colleagues Strangers Private Messages INTIMACY
  28. 28. Privacy 28 1/30/2015
  29. 29. Brands are Active on Social Media Businesses turning customers into “fans” • 46% of social media users have recommended or talked about a product or brand on Facebook • 44% have done the same on Twitter • 20% of all Tweets mention specific brands or products • 40% of customers have “friended” a brand • 26% followed a brand on Twitter • 44% of Twitter followers are looking for deals 29 1/30/2015 (Palmer, 2009) (Schmitt, 2009)
  30. 30. Fortune 100 Twitter Use 30 1/30/2015 (Lavrusik, 2009) Low number of followers
  31. 31. Social Media Identity Theft 31 1/30/2015 Search for “Serion” on
  32. 32. Unauthorized Groups 500+ “Coke” groups on Facebook 32 1/30/2015
  33. 33. Unauthorized Groups 33 1/30/2015 157K members
  34. 34. Unauthorized Groups 34 1/30/2015
  35. 35. Twitter Personas 35 1/30/2015
  36. 36. What’s next? 36 1/30/2015
  37. 37. 37 1/30/2015 Appendix A: References • Chong, S. (2009) 20 Hilarious Twitter Comic Strips. Penn Olson. Retrieved November 18, 2009, from http://www.penn-olson.com/2009/10/18/20-hilarious-twitter-comic-strips/ • Cohen, H. (2009) Social Media Is Changing the Content Marketplace. ClickZ. Retrieved November 11, 2009, from http://www.clickz.com/3634076 • Elliance. (2008) Search Benefits of the Blogosphere. Retrieved November 11, 2009, from http://searchengineoptimization.elliance.com/search-marketing-resources/seo- infographics.aspx?title=Search-Benefits-of-the-Blogosphere&Category • Facebook. (2009) Statistics. Retrieved November 11, 2009, from http://www.facebook.com/press/info.php?statistics • Gualtieri, L. (2009) Social Media Strategies. From Boston CHI meeting on 10/13/09. • Hitwise. (2009). Top 20 Sites & Engines. Retrieved November 16, 2009, from http://www.hitwise.com/us/datacenter/main/ • Kazeniac A. (2009). Social Networks: Facebook Takes Over Top Spot, Twitter Climbs. Compete Retrieved November 18, 2009, from http://blog.compete.com/2009/02/09/facebook-myspace-twitter-social-network/ • Lavrusik, V. (2009) STUDY: Most Fortune 100 Companies Don’t Get Twitter. Mashable. Retrieved November 18 2009, from http://mashable.com/2009/11/17/fortune-100- companies-twitter/ • Ledwell, J., Kaniasty, E. (2009). Tips from Two Tweeps: How User Experience Pros Find Value on Twitter. From UPA Boston: Usability and User Experience Conference on 5/26/09. • McCord, M. (2009) New social media class at UNH: UNH offers business class on how to use Facebook, Twitter. Seacoastonline.com. Retrieved November 18 2009, from http://www.seacoastonline.com/articles/20091115-BIZ-911150333
  38. 38. 38 1/30/2015 Appendix A: References • Moore, R. (2009) Twitter Data Analysis: An Investor’s Perspective. TechCrunch. Retrieved November 11, 2009, from http://www.techcrunch.com/2009/10/05/twitter-data- analysis-an-investors-perspective/ • Owyang, J. (2009). A Collection of Social Network Stats for 2009. Web Strategy. Retrieved November 11, 2009, from http://www.web-strategist.com/blog/2009/01/11/a- collection-of-soical-network-stats-for-2009/ • Palmer, A. (2009). Social Media Users Tout Brands: Almost half of Facebookers, Tweeters use networks to talk about products and brands. Adweek. Retrieved November 11, 2009, from http://www.adweek.com/aw/content_display/news/client/e3i8875589fada415ac24453382 c553f4da • Schmitt, G. (2009). FEED: The Razorfish Digital Brand Experience Report. Retrieved November 11, 2009, from http://feed.razorfish.com/downloads/Razorfish_FEED09.pdf • Signorini, A. (2009). Twitter receives 26M tweets per day, 22% are URLs. Tech Research and Life. Retrieved November 11, 2009, from http://deepintech.wordpress.com/2009/10/21/twitter-receives-26m-tweets-per-day-6m- are-urls/ • Wroblewski, L. (2009a, August, 17). Data Monday: Twitter Stats. Functioning Form. Retrieved November 11, 2009, from http://www.lukew.com/ff/entry.asp?871 • Wroblewski, L. (2009b, September, 7). Data Monday: Facebook Stats. Functioning Form. Retrieved November 11, 2009, from http://www.lukew.com/ff/entry.asp?882

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