Social media has evolved significantly from its early origins. It began with basic bulletin boards and blogs but now encompasses major platforms like Facebook, Twitter, YouTube and others. These platforms allow users to share content, build relationships, communicate, form groups and manage their online identity and reputation. However, major questions remain around how users' data is used and how accurately social media reflects people's real relationships and interactions offline. Overall social media has grown exponentially by fulfilling fundamental human needs for social connection while shaping how information and influence flow in society.

1. Banksy
SOCIAL MEDIA
Paul Coulton
Saturday, 10 March 12

2. “It is the framework which changes with
each new technology and not just the
picture within the frame. “
“One of the effects of living with electric
information is that we live habitually in a
state of information overload. There's
always more than you can cope with.”
“We become what we behold. We shape
our tools, and thereafter our tools shape
us.”
THE MEDIUM IS THE MESSAGE
Published 1964
Saturday, 10 March 12

3. Tumblr A is a social news site from 2004 whose that function
Digg This microblogging service from april 2007 mainallows users to
Friendster IOrignally a social network and file sharing service from
Bulletin Boards In 1978 computer hobbyists create a computerised
post multimedia and other content to up or down, blog, named and
consists of letting people vote stories a short-formcalled digginga
2002 it was relaunched in
bulletion boaord service. 2011 as a social gaming platform.
"tumblelog."
burying, respectively.
8 years ago
4 11months ago · Like ·
34 years ago
10 People people Farstuff
Nerds in the
Nosey who find East
Foursquare Launched in 2003 2009 is now online storage
YouTube Started in February 2005 this isas an allows users to service
My Space 1993 Geocities is launched a location second most
Geocities In Launched in March originallywhich the based socialcreate
network which engine.
popular search introduced the 'check-in'
it gradually morphed
their own websites. into a social network..
3
7 years ago
9 1 month ago ·
19 years ago · Like People Like ·timePeopleloverslike cats
· with Music who
on their hands
More Nerds
Pinterest Launched march 2010 this is a name is an acronym for
BeBo Launched in July 2005 the website's pinboard-styled social
LinkedIn Launched in 2003 as Blogger service provided networking
Blogger Launched in 1999 the a business-related social an easy to
photo sharing website. The service allows users to create and
Blog Early, Blog Often. Users receive a personal profile page where
site it now for Bloggers.
use serviceboasts 135 million registered users.
manage post blogs, photographs, music, videos ...
they can theme-based image collections. Currently in open beta
2
6 years ago · Like · · · Like ·People Youths women
9 8 months ago Apparently who had something to pleasure
13 years ago · Like People who mainly buisness and say
separate
Twitter Created in March 2006 its an integrates social servicesin
FaceBook The current Daddy of this networks was launched such
Google+ Launched in June 2011socialonline social networking service
Friends Reunited In 2000 Friends reunited lauched and becomes first
and microbloggingand Google Buzz, andits users to send services in
february 2004 and would be the 3rd largest country new and read
as Google Profiles service that enables introduces in the world
poppular social network.
terms of population. Hangouts and Sparks.
text-based posts of up to 140 characters, known as "tweets".
identified as Circles,
6 years ago
12 years ago
9
8 months ago · Like · People ·you went you went to school with
Like ·
wish to school withnerds
Nearly media
Social everybody!
IN THE BEGINNING...
A Brief History of Social Media
Saturday, 10 March 12

4. PRESENCE
The extent to
which users know
if others are
available
SHARING RELATIONSHIPS
The extent to
which users The extent to
exchange which users relate
distribute and to each other
receive content
Kietzmann et al IDENTITY
Social media? Get
serious! The extent to
which users
reveal themselves
Understanding the
functional building CONVERSATIONS REPUTATION
blocks of social The extent to
The extent to
which users know
media which users
communicate
the social
standing of others
with each other
and content
GROUPS
The extent to
which users are
ordered or form
communities
HONEYCOMB OF SOCIAL MEDIA
Social Media Functionality
Saturday, 10 March 12

5. PRESENCE
Creating and
managing the
reality, intamcy
and immediacy of
the context
SHARING RELATIONSHIPS
Managing the
Content structural and
management flow properties in
system and social a network of
graph relationships
Kietzmann et al IDENTITY
Social media? Get Data privacy
serious! controls, and
tools for user self
Understanding the promotion
functional building CONVERSATIONS REPUTATION
blocks of social Conversation
Monitoring, the
strength, passion,
media velocity, and the
risks of starting
sentiment, and
reach of users
and joining
and brands
GROUPS
Membership rules
and protocols
HONEYCOMB OF SOCIAL MEDIA
Implications of this Functionality
Saturday, 10 March 12

6. PRESENCE PRESENCE
SHARING RELATIONSHIPS SHARING RELATIONSHIPS
IDENTITY IDENTITY
CONVERSATIONS REPUTATION CONVERSATIONS REPUTATION
Kietzmann et al GROUPS GROUPS
Social media? Get serious!
Understanding the functional
building blocks of social
media
PRESENCE PRESENCE
SHARING RELATIONSHIPS SHARING RELATIONSHIPS
IDENTITY IDENTITY
CONVERSATIONS REPUTATION CONVERSATIONS REPUTATION
GROUPS GROUPS
HONEYCOMB OF SOCIAL MEDIA
Contrasting the functionalities of different platforms
Saturday, 10 March 12

7. 50% of worlds
population is under 30
SOCIAL CAPITAL Fresh Networks
The resources accumulated through the relationships
among people.
Saturday, 10 March 12

8. Me
We
Maslow’s Hierarchy of Needs
SOCIAL CAPITAL
Saturday, 10 March 12

9. ME
o n
la ti n
Is o
ti o
r a
b e
L i i ty
C o fo rm
on
C
WE
DEKOVEN’S CO-LIBERATION
Saturday, 10 March 12

10. Linked to what is often termed "weak ties," which
are loose connections between individuals who bonding social capital is found between individuals
may provide useful information or new in tightly-knit, emotionally close relationships, such
perspectives for one another but typically not as family and close friends.
emotional support
BRIDGING AND BONDING
Saturday, 10 March 12

11. GROOMING AND GOSSIP
Dunbar speculated that as much as 42% of the group's time
would have to be devoted to social grooming.
Saturday, 10 March 12

12. ITS ALL IN OUR MEMES
Saturday, 10 March 12

13. W+K
MEME MANIPULATION
Old Spice
Campaign
The Man Your Man Could Smell Like
Saturday, 10 March 12

14. All your
social graph are belong
to me
SOCIAL GRAPH
AYBABTU Zero Wing
Saturday, 10 March 12

15. Diving
Friends
Lancaster
Friends
Colleagues/ Family
Students
REAL SOCIAL GRAPH
Saturday, 10 March 12

16. ONLINE SOCIAL GRAPH
Saturday, 10 March 12

17. Weak Ties
Diving
Friends
Lancaster Strong Ties
Friends
Colleagues/ Family
Students
GRANULAR SOCIAL GRAPH
Saturday, 10 March 12

18. Temporay Ties
Matt Adams
Weak Ties
Diving
Friends
Lancaster Strong Ties
Friends
Colleagues/ Family
Students
TEMPORARY TIES
Saturday, 10 March 12

19. many to many
one to many
Matt Adams
few to many
one to few
one to one
few to few
COMMUNICATING
DIFFERENTLY
Saturday, 10 March 12

20. Are My Decisions Being Made Over Here?
MAKING DECISIONS
Saturday, 10 March 12

21. Influential?
Influenceable?
MYTHICAL INFLUENCER
Saturday, 10 March 12

22. What we think hubs work like What they actually work like
SOCIAL HUBS
Saturday, 10 March 12

23. Weak Ties
Diving
Friends
Lancaster Strong Ties
Friends
Colleagues/ Family
Students
Saturday, 10 March 12

24. All your social data
All your social graph
are belong to me
are belong to me
DOES MY BUM LOOK BIG IN
THIS?
Saturday, 10 March 12

25. Aggregation services such as IFTTT
The Status The
The Purcha
se The Query The Social Graph The Check-
In
The Interes
t
n
Update Particpatio
Doing. What even
t
. What I'm
ant Who I Am What am
What I Bu
y
What I W Whats's W here I Am. am I engag
ed
w in?
Who I Kno Iinterested
Happening with?
Amazon. Google. FaceBook. Foursquare Instagram Lanyrd
Twitter. ?
EBay. Yahoo. MySpace. Gowalla Pinterest Foursquare
Facebook
Nectar Bing Google Loopt Delicious Twitter?
WHAT DO WE REVEAL?
Average UK users now spends 1 day in every month online
Saturday, 10 March 12

26. If we stored the entire
contents of our brain its
been estimated it would
require 10,000 TeraBytes
QUANTIFIED SELF
Saturday, 10 March 12

27. 381,576,305 FOURSQUARE
CHECK-INS 2010
Saturday, 10 March 12

28. !
THE FOURSQUARE MAYOR
Saturday, 10 March 12

29. !
GAMING THE SYSTEM
(IGNORING ETIQUETTE)
Saturday, 10 March 12

30. Matt McKeon
http://mattmckeon.com/facebook-privacy/
WHAT HAPPENED TO MY
PRIVACY?
Saturday, 10 March 12

31. We
reserve the right at
all times (but will not
have an obligation) to
remove or refuse to distribute
any Content on the Services
and to terminate users or
reclaim
usernames.
Twitter are now
offering up to a years worth
of tweets to market
researchers for analysis
The
Oatmeal
WHO OWNS YOUR
TWITTER ID?
Saturday, 10 March 12

32. All your social data
are belong to me
OMG ZOMBIES!
Saturday, 10 March 12

33. Use of game
Encouraging certain
mechanics to
user behaviour
encourage
using Games as a
engagement in an
Lens
activity that
otherwise might be
considered a chore
or boring
GAMIFICATION ?
Saturday, 10 March 12

34. Self
Reward Status Achievements Competition Altruism
Expression
EPIC
WIN WIN WIN
Points
WIN
EPIC
WIN WIN
Levels
WIN
EPIC
WIN WIN WIN
Challenges
WIN
Virtual WIN WIN
EPIC
WIN
WIN
Goods
Leader WIN WIN
EPIC
WIN
Boards
EPIC
WIN WIN WIN
Gifting
WIN
GAMIFIERS HANDBOOK?
Saturday, 10 March 12

35. Target
Behaviour
High
FACILITATOR SIGNAL
Motivation The Signal is a
trigger that
The Facilitator is a identifies an
trigger that also
rs
SIGNAL appropriate time
se
U
makes the desired to perform a
of
y
behaviour easier to
or
particular
ct
je
perform.
a
behaviour for
Tr
d
ire
those already
es
D
motivated to
Low perform that
SPARK
Motivation behaviour.
The Spark is a Low High
Ability Ability
trigger that
provides the initial
inspiration to PERSUASION Fogg’s Behavioral
change behaviour.
Model
Saturday, 10 March 12

36. MECHANICAL TURKS
Saturday, 10 March 12

37. ALL IN THE GAME
Obama's in-game ad bill for Xbox 360: $44.5K
Saturday, 10 March 12

38. Heavy Contributors
1%
Will Hill 9%
Intermittent
Contributors
90%
Lurkers
Sabine DuFaux
90-9-1 Rule
PARTICIPATION INEQUALITY
Saturday, 10 March 12

39. Social Gold
TIME IS MONEY
Saturday, 10 March 12

40. SOCIAL ANALYTICS
Saturday, 10 March 12

41. web trends
AND THE WINNER IS!
Saturday, 10 March 12

42. SUMMARY
• Social Capital fuelled by Grooming, Gossip and Memes
• Our Social Graphs provides the conduit for this fuel.
• Current Social Networks do not reflect the structure of our
real networks or the way this information flows
• If influence is to occur then the networks must be more
reflective of our real life networks
• Growth in social analytics driven by increasing amounts of
information revealed online.
• Whilst communities can produce content there is still great
inequality of participation which could be aided with
gamification.
• Social media will have increasing influence within traditional
media.
Saturday, 10 March 12

43. QUESTIONS
@mysticmobile
Saturday, 10 March 12