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Evolution & Future of Social
                Networking
         Holly Bielawa & Lisamarie Babik



   Copyright 2009 Menlo Innovations LLC
Introductions




                Copyright 2009 Menlo Innovations LLC
Agenda
     History of networking
 
     The origin and use of personas
 
     How does age affect your online habits?
 
     Three Social Networks: Facebook, LinkedIn, and Twitter
 
     What does the future hold?
 




                        Copyright 2009 Menlo Innovations LLC
History of Networking




              Copyright 2009 Menlo Innovations LLC
The New Breed of “Social Networks”




              Copyright 2009 Menlo Innovations LLC   Source: SmartMarketMovie.com
Personas: Origin and Use

     Psychology:
 
     “The face you present to the world”
      - Carl Jung, Psychologist
     Marketing:
 
     “A person that represents the
     characteristics of your target market”
     - Corte Swearingen, Marketing Blogger
     Technology:
 
     “An archetype representing the needs, behaviors, and goals of a particular
     group of users ”
     - Alan Cooper, The Inmates are Running the Asylum


                               Copyright 2009 Menlo Innovations LLC
Our Personas
   Meegan        George                               Betty




               Copyright 2009 Menlo Innovations LLC
Meegan the Millennial
                                  Early user of Facebook
                              
                                  Has grown up online
                              
                                  Primary online focus is
                              
                                  social
                                  Little expectation of
                              
                                  online privacy




              Copyright 2009 Menlo Innovations LLC
George the Gen-X’er
                                 Has suffered the travails of
                             
                                 the Internet as its grown
                                 (e.g. viruses, pop-ups,
                                 identity theft)
                                 Primary online focus is
                             
                                 business-related; uses
                                 social networking for
                                 work
                                 Very concerned about
                             
                                 online privacy


             Copyright 2009 Menlo Innovations LLC
Baby Boomer Betty
     Came to computers late
 
     in life
     Uses Facebook to keep up
 
     with her kids
     Primary online focus is
 
     social
     Has modest expectations
 
     of online privacy because
     she hasn’t been bitten yet



                        Copyright 2009 Menlo Innovations LLC
What People are Doing Online
     One study of 49.3 million people found 120 million social
 
     profiles
     Each person averaged 2-3 social profiles
 
     women spend more time on social networks building and
 
     nurturing relationships
     men are less likely to spend as much time nurturing
 
     relationships as they are 'transacting.'




                                                               Source:RapLeaf Study

                        Copyright 2009 Menlo Innovations LLC
Year Established: February 2004
 
     Created by: Mark Zuckerberg @ Harvard University
 
     # Unique Users to Date: 68 million
 




                                                              Source: InsideFacebook.com

                       Copyright 2009 Menlo Innovations LLC
Copyright 2009 Menlo Innovations LLC
Year Established: May 2003
 
     Created by: Reid Hoffman, formerly of Paypal
 
     # Unique Users to Date: 6 million
 




                                                               Source: Wikipedia

                        Copyright 2009 Menlo Innovations LLC
Copyright 2009 Menlo Innovations LLC
Year Established: March 2006
 
     Created by: Jack Dorsey, Noah Glass, Biz Stone, and Evan
 
     Williams
     # Unique Users to Date: 11 million
 




                                                               Source: Wikipedia

                        Copyright 2009 Menlo Innovations LLC
Copyright 2009 Menlo Innovations LLC
How Does Age Affect Your Online Habits?




E-mail              3                         1            1
Instant Messaging   1                         5            n/a
or Texting
Facebook            2                         4            2
LinkedIn            n/a                       2            3
Twitter             4                         3            n/a

                    Copyright 2009 Menlo Innovations LLC
What Do You Think the Future Holds?




“The most profound technologies are those that
disappear. They weave themselves into the fabric of
everyday life until they are indistinguishable from it.”
          - Mark Weiser, chief scientist at Xerox PARC
                     Copyright 2009 Menlo Innovations LLC
Questions




            Copyright 2009 Menlo Innovations LLC
For Further Study
     Study of Social Network Users vs. Age
 
          http://business.rapleaf.com/company_press_2008_06_18.html
      

     Whee! New Numbers on Social Network Usage
 
          http://news.cnet.com/8301-13577_3-10160850-36.html?tag=mncol
      

     Is Twitter’s Breakneck Growth Causing a Backlash?
 
          http://www.cnn.com/2009/TECH/03/31/twitter.fail.whale/index.html
      

     Trouble with Twitter
 
          http://www.youtube.com/watch?v=b5Ff2X_3P_4
      

     Quantcast Audience Profile
 
          http://www.quantcast.com/
      




                                      Copyright 2009 Menlo Innovations LLC
Contact Information
Holly Bielawa                          Lisamarie Babik
High-Tech Anthropologist®              Menlo Evangelist
hbielawa@menloinnovations.com          lbabik@menloinnovations.com

                         Menlo Innovations LLC
                    410 N. Fourth Avenue, 3rd Floor
                    Ann Arbor, Michigan 48104-1104
                             734-665-1847
                   http://www.menloinnovations.com

                Facebook Group: Menlo Innovations LLC
                      LinkedIn Group: Menlonians
                       Twitter: menloinnovation



                        Copyright 2009 Menlo Innovations LLC

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The Evolution & Future of Social Networking

  • 1. Evolution & Future of Social Networking Holly Bielawa & Lisamarie Babik Copyright 2009 Menlo Innovations LLC
  • 2. Introductions Copyright 2009 Menlo Innovations LLC
  • 3. Agenda History of networking   The origin and use of personas   How does age affect your online habits?   Three Social Networks: Facebook, LinkedIn, and Twitter   What does the future hold?   Copyright 2009 Menlo Innovations LLC
  • 4. History of Networking Copyright 2009 Menlo Innovations LLC
  • 5. The New Breed of “Social Networks” Copyright 2009 Menlo Innovations LLC Source: SmartMarketMovie.com
  • 6. Personas: Origin and Use Psychology:   “The face you present to the world” - Carl Jung, Psychologist Marketing:   “A person that represents the characteristics of your target market” - Corte Swearingen, Marketing Blogger Technology:   “An archetype representing the needs, behaviors, and goals of a particular group of users ” - Alan Cooper, The Inmates are Running the Asylum Copyright 2009 Menlo Innovations LLC
  • 7. Our Personas Meegan George Betty Copyright 2009 Menlo Innovations LLC
  • 8. Meegan the Millennial Early user of Facebook   Has grown up online   Primary online focus is   social Little expectation of   online privacy Copyright 2009 Menlo Innovations LLC
  • 9. George the Gen-X’er Has suffered the travails of   the Internet as its grown (e.g. viruses, pop-ups, identity theft) Primary online focus is   business-related; uses social networking for work Very concerned about   online privacy Copyright 2009 Menlo Innovations LLC
  • 10. Baby Boomer Betty Came to computers late   in life Uses Facebook to keep up   with her kids Primary online focus is   social Has modest expectations   of online privacy because she hasn’t been bitten yet Copyright 2009 Menlo Innovations LLC
  • 11. What People are Doing Online One study of 49.3 million people found 120 million social   profiles Each person averaged 2-3 social profiles   women spend more time on social networks building and   nurturing relationships men are less likely to spend as much time nurturing   relationships as they are 'transacting.' Source:RapLeaf Study Copyright 2009 Menlo Innovations LLC
  • 12. Year Established: February 2004   Created by: Mark Zuckerberg @ Harvard University   # Unique Users to Date: 68 million   Source: InsideFacebook.com Copyright 2009 Menlo Innovations LLC
  • 13. Copyright 2009 Menlo Innovations LLC
  • 14. Year Established: May 2003   Created by: Reid Hoffman, formerly of Paypal   # Unique Users to Date: 6 million   Source: Wikipedia Copyright 2009 Menlo Innovations LLC
  • 15. Copyright 2009 Menlo Innovations LLC
  • 16. Year Established: March 2006   Created by: Jack Dorsey, Noah Glass, Biz Stone, and Evan   Williams # Unique Users to Date: 11 million   Source: Wikipedia Copyright 2009 Menlo Innovations LLC
  • 17. Copyright 2009 Menlo Innovations LLC
  • 18. How Does Age Affect Your Online Habits? E-mail 3 1 1 Instant Messaging 1 5 n/a or Texting Facebook 2 4 2 LinkedIn n/a 2 3 Twitter 4 3 n/a Copyright 2009 Menlo Innovations LLC
  • 19. What Do You Think the Future Holds? “The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it.” - Mark Weiser, chief scientist at Xerox PARC Copyright 2009 Menlo Innovations LLC
  • 20. Questions Copyright 2009 Menlo Innovations LLC
  • 21. For Further Study Study of Social Network Users vs. Age   http://business.rapleaf.com/company_press_2008_06_18.html   Whee! New Numbers on Social Network Usage   http://news.cnet.com/8301-13577_3-10160850-36.html?tag=mncol   Is Twitter’s Breakneck Growth Causing a Backlash?   http://www.cnn.com/2009/TECH/03/31/twitter.fail.whale/index.html   Trouble with Twitter   http://www.youtube.com/watch?v=b5Ff2X_3P_4   Quantcast Audience Profile   http://www.quantcast.com/   Copyright 2009 Menlo Innovations LLC
  • 22. Contact Information Holly Bielawa Lisamarie Babik High-Tech Anthropologist® Menlo Evangelist hbielawa@menloinnovations.com lbabik@menloinnovations.com Menlo Innovations LLC 410 N. Fourth Avenue, 3rd Floor Ann Arbor, Michigan 48104-1104 734-665-1847 http://www.menloinnovations.com Facebook Group: Menlo Innovations LLC LinkedIn Group: Menlonians Twitter: menloinnovation Copyright 2009 Menlo Innovations LLC