This document discusses social networks and social media from both a technological and psychosocial perspective. It outlines key motivations for blogging and how technologies enable human needs for self-expression and escaping reality. It then discusses various technology trends impacting online communities like the internet of things, gaming, and electronic publishing. It also examines Australians' use of social media and shift towards more social interactions online. Finally, it provides suggestions for launching a social network service including using mobile apps, moderation, and champions to kickstart the community.

1. Social Network ServicesPsychosocial Technological Perspective

2. TRENDMotivation to BlogThe Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog:self-expressionlife documenting commentingforum participatinginformation searchingThe idea of being able to escape the real worldWeb-based technologies help to unlock existing human needs

4. AgendaTechnology megatrends impacting communitySocial MediaSocial vs Traditional CommunicationAustralians and social mediaThe big shiftSocial everywhereCitizen facing systemsSocial Network enginesLaunching a social network service

5. Technology MegatrendsInternet of ThingsRemote Robot -QB 3D Cinema & TV Immersive Apple iTravelElectronic Publishing

6. Go-Nowhere-Gamers“Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.”Future of Free Time, April 2010

7. Social Media is not Conventional Media“a many-to-many mediated communications model in which consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, consumers [people] can provide commercially oriented content to the medium.”Hoffman & Novak, 1997

8. How Social Media Supports the Myth of Paris 8Casablanca“We'll Always Have Paris”Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral,louvre,museum City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

11. Network StructureConnectivity of 171 Doctors

14. Nielsen 2010 Social Media Report9 million Australians interact via social networksContent sharing is the most popular activity 4 in 5 Australian Internet users shared a photo Twitter usage grew by 400% in 2009 Nearly 3/4 of Australians read a wiki2 in 5 Australians interact with companies via social networks

15. Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/

16. 16 million people in the UK accessed Internet via mobile phones in December 2009. Total of 6.7 billion pages and 4.8 billion minutes online during the month. Top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online

17. Australia Leads Average Time Spent per Person on Social Media Sites in December 2009

18. The Big Shift

19. Zuckerberg: “We Are Building A Web Where The Default Is Social”(3rd F8 developer conference, San Francisco)Open (Interest) Graph not only social connections between people, but connections people have with their interests—things, places, brands, and other sites. Yelp might create one around restaurants, Pandora might create one around music. Add some “like” buttons and anytime someone likes a restaurant or song anywhere on the Web with a Facebook like button, that information will flow back into the Open Graph. So that Yelp will know what restaurants you and your friends have liked elsewhere and take that into consideration when giving you recommendations, or Pandora with music, and so on. Facebook is taking some of the information that pops up in people’s realtime streams and baking it into the Web. “The stream is ephemeral,” says Zuckerberg. “It is there for a few hours and then it mostly floats away. Services don’t understand the semantic connections between you and that restaurant.” But now Facebook can. Instead of the Web being defined only by hyperlinks (to the benefit of search engines like Google), Facebook wants it to be defined by social connections, likes and dislikes, interests that are coded and machine-readable. “Our goal is to use the open graph so people can have instantly social experiences wherever they go,” he says.The Open Graph is hugely ambitious. Just wait until Facebook plugs in targeted advertising by: Location, Age, Sex, Keywords, Education, Workplace, Relationship Status, Relationship Interests & Languages.The Open Graph API will allow any page on the Web to have all the features of a Facebook Page. Once implemented, developers can include a number of Facebook Widgets, like the Fan Box, or enable the transformation of any Web page so it functions similar to a Facebook Page.

20. GreatMystery14www.facebook.com/sureshsoodsoodyssoodHero5!twitter.com/soodywww.bravenewtalent.com/talent/suresh_soodwww.linkedin.com/in/sureshsoodGeektoidMangalascuzzy55suresh.sood@uts.edu.au

21. TV 3.0LivestationAll your channels in one placeSurf and email while you watchInstant, live chat with others watching LivestationDesktop alerts bring you breaking news and Livestation updates Share with friends.Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.

22. Twitter Experience - Plants & Washing Machines

23. Social Travel General social networks and sites:Facebook (e.g. referrals to hotel web sites) Flickr (uploads from destination) Twitter (alerts on posted reviews, special offers e.g. Tornoto at 50% discount from Virgin America and geotagging use www.connectme360.com to check out ground content from destination tweets)LinkedInYouTube (video of destination experience)Mobile social networks – foursquare and GowallaTravel Blogs – Travelpod and TravelBlogSocial Travel guides/networks – WAYNTravel review sites – trip advisor and Travel PostOnline Travel Agencies (hotel reviews)

24. Challenges Connecting with Council

25. Implication: Engaged Citizen looking for new ways to connect with Council

26. WHAT DO CUSTOMERS WANT ?A RelationshipPromptnessPromises KeptKept InformedFollow UpNo SurprisesDo It Right First TimeAccessibilityResponsivenessKnowledgeable PeopleSource : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”

27. Challenge Today : Move from Transactions Alone to RelationshipsFuture State= Citizen Engagement(relationships) We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogueCurrent State= Transactions We do this stuff well e.g.Fines, Service Fees …

28. Move to Citizen Facing Systems & RelationshipsFood Safety Offences (/www.foodauthority.nsw.gov.au/penalty-notices/) publishing breaches in food safety to the citizens of New South Wales in Australia.Patient Opinion (www.patientopinion.org.uk/) facilitating dialogue between patients in the United Kingdom and the National Health ServiceToronto, MyBikeLane(toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/

29. “Elegant Organisation”You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) – “What Would Google Do?” Harper Business

30. “…why social objects are the future of marketing.” (MacLeod 2008)Social Networks form around Social Objects**, not the other way around.(** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com

31. Free Open Source Social Network Engines * Ruby on Rails * 54565 copies downloaded *To go live add a database and a web server * Follow a user, mutual following is friending * User-to-User Messaging * Profile Comments * User Blogs with Comments * Photo Gallery with Captions * Site Search for Friends * Profile Bio and Information * User Dashboard (Recent Activity of Friends) * Emailed Activity * Flickr Integration * YouTube Integration*Apache web server, MySQL database system and PHP*Profiles*Activity Streams*Blogging / Microblogging*Pages*RSS / JSON*Widgets*Video*Social bookmarking*Groups*Access controls*Control who can access your content. *Web Services API*Documents*Photo Gallery* Multiple view support e.g. iPhone*http://community.elgg.org/ powered by elgg

32. http://community.brighton.ac.uk/Powered by Elgg, the leading open source social networking platform

35. platform facilitates carpooling and carsharingput passengers in touch with drivers – who are free to put a price on the rides they offer100,000 passengers find rides through Comuto per monthtraffic has doubled since volcanic eruption in Iceland

36. Launching a Social Network Service0. Mobile Photos, Videos, Latest Activity, Members, and EventsKeywords for discoverabilityWelcome centreFAQsModeration e.g. suspend members, own user moderationKick start with champions/evangelists/passionatesLatest activityGiveaways e.g. book from authors/guest visiting libraryMonitor registrationsMembers/volunteers as moderatorsLink to main web sitePromote content via email, Twitter & FacebookShare content on Facebook

37. Potential Economics of Social ContentOriginal Content = XOriginal Content + Ratings/Reviews = 2X Original Content + Ratings/Reviews + User generated content = 4X Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO

38. 0.10.003050.219599.899

39. September 2009 “Midlife Australians Flock To Social Media”Forrester Groups Social Media Activities Into Five Categories

40. September 2009 “Midlife Australians Flock To Social Media”Middle-Aged Australians Increased Content Consumption And Use Of Social Networks

41. September 2009 “Midlife Australians Flock To Social Media”Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)

42. Community Manager (online) Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiativesStart community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.

43. Become a Leading AuthorityProvide Value, Service and social exchange. Bookkeeper:Tax Saving Strategies

44. Technology & the Books

45. Little Known Tricks