•
•
•
•

0-11 12-17 18-24 25-34 35-44 45-54 55-64 65-
100%
18-
12-
83% 25-
35-
67% 45-
55-
50%
65-
33%
17% 0-
0%
2008 2009 2010 2011 2012 2013 2014

The Socialgraph of Facebook

The Time
They Are a Changing ...

☓
☓
☓
☓

☓
☓
☓
☓

MY IDEA IS
GREAT!!
Mass media

MY IDEA IS I like his idea!
GREAT!! What do you think?
Mass media Social media

MY IDEA IS I like his idea!
GREAT!! What do you think?
Mass media Social media

3
Friends
Family
Online product reviews
Product web sites
Discussion forums
Search engines
SNS
Social media sites
TV
TV
News sources
Influential bloggers
None of the above
Unknown peers
0% 10% 20% 30% 40% 50% 60% 70%
8

Toru Saito http://www.amazon.co.jp/dp/4900790052/
Lady Gaga
Takeshi Kato

e

600,000 2,000,000
522,802
450,000 1,500,000
300,000 1,000,000
150,000 500,000
32,167 25,712
2,675 1,823 2,172 1,171 1,738 10,246 5,228 477
0 0
WholeFoods Zappos Woot JetBlue Dell Threadless Etsy Starbucks Southwest Groupon Pepsi
WholeFoods Zappos Woot JetBlue Dell Threadless Etsy Starbucks Southwest Groupon Pepsi
Twitter
1,834,533 1,757,453 1,622,227 1,596,404 1,570,437 1,561,636 1,291,025 1,143,668 1,063,282 13,218 48,079
Followers
Incommin
2,675 1,823 2,172 1,171 1,738 10,246 522,802 5,228 477 32,167 25,712
g Link
by Backtweets on 2010/11/29

2008/12/20

2008/7/14
2008/12/20

: @toru_saito
: in the looop