The document summarizes research into perceptions of three social networks in Romania: Twitter, Facebook, and HI5. Twitter users see themselves as early adopters focused on networking and sharing information. Facebook users view themselves as sharing interests within their private social circle. HI5 users have mixed perceptions, ranging from self-expression to nostalgia. Twitter users see Facebook users as focused on entertainment and HI5 users as shallow. Facebook users view HI5 users as seeking attention and ego-boosting. The research aims to understand user motivations to help brands choose appropriate social networks.

1. A peek inside the Social Networks in Romania (Twitter, Facebook, HI5)

2. Objectives & Methodology WHAT? Explore users’ perceptions and motivations of using on-line social networks (Twitter, Facebook, HI5) Explore the perceptions and expectations of online networks’ users towards brands’ presence and communication within the context of social networks HOW AND WITH WHOM? beginning of September 2009 Bucharest 3 phases: Phase 1 : a blog with users* of different social networks, aimed to collect information regarding perceptions and usage of the social networks Phase 2: asking experts’ opinion about current status and trends of social networks in Romania Phase 3: 3 focus groups with users of the three social networks * Users of social networks : men and women, aged between 18 – 30 y.o., using actively one of the three social networks (Twitter, Facebook, HI5) WHEN? WHERE?

3. Today… … about the social networks users’ point of view! How do they see themselves as users of a particular social network? What are they looking for there? And how do others perceive the users of a particular social network?

4. Twitter users Early adopters, opinion leaders Blog owners (have a point of view to share) -Focused on networking How do they see themselves? How do the Facebook users see them? ?! (no overlap) How do the experts see them? How do the HI5 users see them?

5. Twitter users: self-perception Information is their reason to be! Twitter is for them an efficient tool for… … promoting one’s opinions and ideas … offline socialization by organizing ad-hoc events and offline meetings Oriented towards achievement and self-development … problem solving Expect to find on Twitter straightforward communication, “breaking news” and practical information! On Twitter is the individual always connected and up-to-date

6. Twitter users perceived by Facebook users Opinion leaders, aspirational models, but, at the same time, self-absorbed and too much focused on self-development Twitter is like a “trophic chain”, but of information “ Individuals with an active life and passionate about what they do ” “ People who have something intelligent to say in real time!”

7. Facebook users How do the experts see them? How do they see themselves? How do the HI5 users see them? How do the Twitter users see them? Educated, decent people (young professionals) Blog readers (follow others’ points of view) Focused on belonging and sharing

8. Facebook users: self-perception On Facebook is “the network that matters ” “ It is my private area that I am controlling ” “ sharing common interests ” Moments of relaxation Facebook is for them a tool used for… … promoting good causes … virtual entertainment … self-image management Expect to find on Facebook information from private and entertainment area related to their interests!

9. Facebook users perceived by Twitter users People who are ok, but rather focused on virtual socialization and entertainment “ On Facebook you may find one’s illustrated personal history ”

10. Facebook users perceived by HI5 users “ It’s not cool anymore to be in the same flock and Facebook is the new temptation!” “ Facebook is for polished people ! It is elitist ”, but… … your presence there requires certain standards that makes you behave in a stiff manner!

11. HI5 users How do the experts see them? How do they see themselves? How do the Twitter users see them? How do the Facebook users see them? “ HI5 is the OTV of Romania – the channel with the highest audience, but full of ‘cocalari’” Focused on self-expression

12. HI5 users: self-perception “ HI5 is like New York – heterogeneous, diversified, brightness and misery together! But, for all, HI5 means entertainment in different forms!” For younger users, “HI5 a tool for over-promoting self-image and self-praise ” For older users, “HI5 is already a routine ” and “represents the nostalgia for adolescence years” Expect to find on HI5 entertainment and attention!

13. HI5 users perceived by Twitter and Facebook users For Twitter users they are not-ok people – “ indecent ” and “ shallow ” (“HI5 is the place for cocalari, pitzipoance”) Facebook users are more tolerant – “ shallow people for whom their ego and (low-quality, cheap) entertainment matters”

14. Instead of conclusions… STABILITY SELF-ORIENTED ORIENTED TOWARDS THE OTHERS Tolerance Power Adventure Independence Accomplishment Dependency Conformism Inspiration Virtue Self-indulgence Belonging DEVELOPMENT Caution * Note : The “wheel of values” is a model which helps create typologies. It implies putting social behaviour, personality, values, and emotions of the users on a 2-axis system built on the basis of universally-valid values: STABILITY – DEVELOPMENT vs. SELF-ORIENTED – ORIENTED TOWARDS THE OTHERS/ ALTER - ORIENTED.

15. What have we learned so far? Think of your brand’s DNA when choosing the social network to be active in!

16. THANK YOU! You can get for free the complete results of the qualitative study by contacting Adina Mãdulãrea: adina.madularea@daedalusmb.ro