HU Social Media - Day 1 Presentation

Changing The
Conversation Introduction - History - Statistics
Fall 2011

Instructor: Andrew Hoffman

Friday, September 2, 2011

Andrew Hoffman


Andrew Hoffman
Background: Contact Info:
๏ HU Graduate in 2003 ๏ Andrew-Hoffman.com
๏ Former advertising agency guy ๏ Facebook.com/AndrewDewey
๏ Executive Director of NeighborLink Fort Wayne ๏ Twitter.com/BeTheLink
& NeighborLink Network ๏ Twitter.com/NeighborLinkFW
๏ Communications Consultant ๏ Andrew@nlfw.org
๏ Co-Founder of The Intentionals - theintentionals.com ๏ 260.710.7611
๏ Executive Committee member of NextGen
๏ young non-profit network group in Fort Wayne


Tell Me About You

Name

Major & Year

How Do You Use Social Media Currently?

What Do You Hope to Get Out of This Class?

What Do You Want to Do For A Living?


Class Objectives
•To develop an understanding of how businesses and nonprofits, public relations practitioners,
and journalists are currently using "new" media to accomplish goals such as expanding their
reach, creating brands, shaping organizational reputations, and broadening reporting and
dissemination techniques.

• To grasp and analyze the large-scale communications shift in our culture.

• To develop a basic, hands-on experience using multiple online & social media tools & strategies.

• To gain an understanding of how these new tools can replace or mesh with existing mediums--
mobile reporting and marketing, augmented reality, application development, search engine
optimization, etc.

• To become acquainted with the legal environment around social media, including institutional
policy development and implementation.


Communications
Communication is a process of transferring information from one entity to another. Communication processes
are sign-mediated interactions between at least two agents which share a repertoire of signs and semiotic rules.
Communication is commonly defined as "the imparting or interchange of thoughts, opinions, or information
by speech, writing, or signs". Although there is such a thing as one-way communication, communication can be
perceived better as a two-way process in which there is an exchange and progression of thoughts, feelings or
ideas (energy) towards a mutually accepted goal or direction (information).[1]

Communication is a process whereby information is enclosed in a package and is channeled and imparted by
a sender to a receiver via some medium. The receiver then decodes the message and gives the sender a
feedback. All forms of communication require a sender, a message, and a receiver. Communication requires
that all parties have an area of communicative commonality. There are auditory means, such as speech,
song, and tone of voice, and there are nonverbal means, such as body language, sign language, paralanguage,
touch, eye contact, and writing.
Defined by Wikipedia


Things We’ll Discuss
Tools Concepts
Facebook Blogs
Twitter Internet TV - Hulu & Netflix
Video - YouTube & Vimeo Cell phones & text messaging
Email User Generated Content
Wikipedia Web 2.0
Handheld Devices - Mobile Phones & Tablets Social Media
Personal Branding
Peer-to-Peer Giving - Kiva.org
Micro Volunteering


Syllabus Overview


Books Overview

Assigned
Texts

Suggested
Texts


Website Suggestions


Goals of Class

๏ You Understand the Power of Social Media

๏ You Can Teach Someone Else

๏ You Are More Qualified Than Your Peers for the Future

๏ That We Have Fun


Social Media Explained
We define social network sites as 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.
The nature and nomenclature of these connections may vary from site to site.

Social Network Sites: Definition, History, and Scholarship


Web 1.0

Web 1.0 (1991-2003) is a retronym which refers to the state of the World Wide Web, and
any website design style used before the advent of the Web 2.0 phenomenon. Web 1.0
began with the release of the WWW to the public in 1991, and is the general term that
has been created to describe the Web before the "bursting of the Dot-com bubble" in
2001, which is seen by many as a turning point for the internet.

Main Differences
๏Static pages instead of dynamic user-generated content

๏The rest is all things we can’t see on the surface


Web 2.0
The term "Web 2.0" (2004–present) is commonly associated with web applications that
facilitate interactive information sharing, interoperability, user-centered design[1] and
collaboration on the World Wide Web.

A Web 2.0 site allows its users to interact with other users or to change website content,
in contrast to non-interactive websites where users are limited to the passive viewing
of information that is provided to them.


Where Web 2.0 Came From

The term "Web 2.0" was coined in 1999 by Darcy DiNucci. In her article, "Fragmented
Future," DiNucci writes:

“The Web we know now, which loads into a browser window in essentially static screenfulls,
is only an embryo of the Web to come. The first glimmerings of Web 2.0 are beginning to
appear, and we are just starting to see how that embryo might develop. The Web will be
understood not as screenfulls of text and graphics but as a transport mechanism, the
ether through which interactivity happens. It will [...] appear on your computer screen, [...]
on your TV set [...] your car dashboard [...] your cell phone [...] hand-held game machines
[...] maybe even your microwave oven.”


What Makes Social Media
Sites unique

What makes social network sites unique is not that they allow individuals to meet strangers, but
rather that they enable users to articulate and make visible their social networks.

๏ This can result in connections between individuals that would not otherwise be made, but that is
often not the goal, and these meetings are frequently between "latent ties" (Haythornthwaite,
2005) who share some offline connection.

๏ On many of the large SNSs, participants are not necessarily "networking" or looking to meet
new people; instead, they are primarily communicating with people who are already a part of
their extended social network.

๏ To emphasize this articulated social network as a critical organizing feature of these sites, we
label them "social network sites."

Social Network Sites: Definition, History, and Scholarship


Examples of Social Media

Communication Collaboration
Blogs: Blogger, LiveJournal, Open Diary, Wikis: Wikipedia, PBwiki,
TypePad, WordPress, Vox, wetpaint
ExpressionEngine, Xanga
Social bookmarking (or social
Micro-blogging / Presence applications: tagging): Delicious,
fmylife, Jaiku, Plurk, Twitter, Tumblr, StumbleUpon, Google
Posterous, Yammer Reader, CiteULike

Social networking: Bebo, BigTent, Elgg, Social news: Digg, Mixx, Reddit,
Facebook, Geni.com, GovLoop, Hi5, NowPublic
LinkedIn, MySpace, Ning, Orkut, Skyrock,
Opinion sites: epinions, Yelp
Social network aggregation: NutshellMail,
FriendFeed

Events: Upcoming, Eventful, Meetup.com


Examples of Social Media

Multimedia Reviews and Opinions
Photo sharing: Flickr, Zooomr, Photobucket, Product Reviews: epinions.com,
SmugMug, Picasa Amazon

Video sharing: YouTube, Viddler, Vimeo, Business Reviews: Customer
sevenload Lobby, yelp.com, Angie’s List

Livecasting: Ustream.tv, Justin.tv, Stickam, Community Q&A: Yahoo!
Skype Answers, WikiAnswers,
Askville, Google Answers
Audio and Music Sharing: imeem, The Hype
Machine, Last.fm, Ping, Pandora,
Grooveshark


History of Social Media

Does having historic context really matter?


Social Media Revolution


Statistics - Internet usage

Internet World Stats


Statistics - Internet usage

Current As of March 31st, 2011

Internet World Stats


Statistics - Facebook
750 Million+ Users
900 Million+ Objects People Interact With
(pages, groups, events & community Pages) Stats From Facebook

People Spend 700+ Billion Minutes Monthly

Chart From Compete.com


Statistics - Twitter
175 Million+ Users
Stats From Twitter.com/about

95 Million+ Tweets A Day



Statistics - Google



Statistics - YouTube
Stats From YouTube.com
Over 35hrs of Video are Uploaded every Minute

More Video is Uploaded in 60 Days than the 3 Major US
Networks Created in 60 Yrs

YouTube is Monetizing over 3Bil Video Views Per Week Globally



Statistics - Flickr
Estimate 5 Billion Hosted Images



Rogers Model for the Adoption &
Diffusion of Innovations


Rogers Model for the Adoption &
Diffusion of Innovations

Innovators
Brave people, puling the change. Innovators are very important communication.

Early Adopters
Respectable people, opinion leaders, try out new ideas, but in a careful way.

Early Majority
Thoughtful people, careful but accepting change more quickly than the average.

Late Majority
Skeptic people, will use new ideas or products only when the majority is using it.

Laggards
Traditional people, caring for the "old ways", are critical towards new ideas and will only
accept it if the new idea has become mainstream or even tradition.
Innovation adoption curve of Rogers!


Definitions

There are lots of terms and things that will need defining as we go through the course.

I’ll do my best to outline them as well go.

Ask lots of questions.


HU Social Media - Day 1 Presentation

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