The document outlines a class focused on grassroots marketing techniques and the influence of social media, detailing definitions, historical context, and statistics related to Web 1.0 and Web 2.0. It discusses the uniqueness of social network sites in facilitating connections among users, emphasizing shared offline ties. Additionally, it provides various examples of social media platforms and their respective user statistics.

1. Friends Tweets & Change THE CASE FOR GRASSROOTS COMMUNICATION
J-TERM 2011
History - Definitions - Statistics
Day 2
Instructor: Andrew Hoffman
Tuesday, January 4, 2011

2. Goals of Class
You Gain a Working Knowledge of Grassroots Marketing Techniques
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
Tuesday, January 4, 2011

3. Social Media Defined
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
Tuesday, January 4, 2011

4. 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
Tuesday, January 4, 2011

5. 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.
Tuesday, January 4, 2011

6. 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.”
Tuesday, January 4, 2011

7. What Makes Social Media
Sites Uniques
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
Tuesday, January 4, 2011

8. 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 Reader,
Posterous, Yammer 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
Social Network Sites: Definition, History, and Scholarship
Tuesday, January 4, 2011

9. 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
Social Network Sites: Definition, History, and Scholarship
Tuesday, January 4, 2011

10. History of Social Media
Social Media Info Graphic
Does having historic context really matter?
Tuesday, January 4, 2011

11. Statistics - Internet usage
Internet World Stats
Tuesday, January 4, 2011

12. Statistics - Facebook
500 Million+ Users
900 Million+ Objects People Interact With Stats From Facebook
(pages, groups, events & community Pages)
About 70% of Users are Outside of USA
Chart From Compete.com
Tuesday, January 4, 2011

13. Statistics - Twitter
175 Million+ Users
Stats From Twitter.com/about
95 Million+ Tweets A Day
Chart From Compete.com
Tuesday, January 4, 2011

14. Statistics - MySpace
100 Million +/- Users
Stats From Myspace.com
50% Market Share in 13-35 Demographic
1.6M Users spend 18M Minutes Playing over 19,000 Games/Apps in Single Day
Chart From Compete.com
Tuesday, January 4, 2011

15. Statistics - Google
Chart From Compete.com
Tuesday, January 4, 2011

16. Statistics - YouTube
Over 24hrs of Video are Uploaded every Minute Stats From YouTube.com
More Video is Uploaded in 60 Days than the 3 Major US Networks
Created in 60 Yrs
YouTube is Monetizing over 2Bil Video Views Per Week Globally
Chart From Compete.com
Tuesday, January 4, 2011

17. Statistics - Flickr
Estimate 5 Billion Hosted Images
Chart From Compete.com
Tuesday, January 4, 2011

18. Social Media Revolution
Tuesday, January 4, 2011

19. Rogers Model for the Adoption
& Diffusion of Innovations
Tuesday, January 4, 2011

20. 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!
Tuesday, January 4, 2011