Richard Apps: The influence of Social Media


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  • Andreas and Micheal – Wrote a paper “users of the world unite! The challenges and opportunities of social media”Web 2.0 – is about user participation – i.e. user contributionAttention Age is a spin off of the Information age – As intnet/knowlwedge grows ‘attention’ becomes a commodity that can be monetised.
  • Attributed to Flowtown for the info graphicGenderFacebook, Twitter and particularly Myspace exhibit a gender bias to women. (are women more social?). Linkedin doesn’t exhibt this biasAge distribution: Myspace for kids, Linkedin for Working population. Facebook and Twitter slightly more balanced though Facebook appeals more to a younger generationEducations:Myspace - lower education bias reflecting user baseLinkedin – Bias towards higher education (reflecting intended audience)Facebook & twitter more balanced though twitter leans towards higher education levels (by dint of usage profile)Income: Reflective of education level and age distribution.Conclusion: different networks are ‘right’ for different people and purposes.
  • Different networks for different people & purposesDon’t dwell.Area is representative of users. Note there is overlap!Qzone – pay for servicesTwitter –microblogging siteHabbo – aimed at teenagers – collection of sub communities or ‘Hotels’. Habbo has virtual currency that can be purchased with real money.Myspace – New direction – Music Oriented – younger peopleVkontakte – Russian facebookHi5 - Popular is Latin AmericaLinkedIn – Business networkOrkut – google offering – poular in Brasil & India
  • The big one
  • Twitter uses news distributionHashtagsGov20 campaigners mechanism of choiceSpikes on large media eventsMarketing channelUnlike facebook not just personal, not linkedin as nto just business – Twitter is more balanced – knowledge
  • Facebook placeFacemailvs GmailLike buttons
  • 200mfacebook users Standing up exercise
  • Richard Apps: The influence of Social Media

    1. 1. The influence of social media<br />Richard Apps<br />26 November 2010<br /><br />
    2. 2. Social media users<br />Image, Creative Commons: premasagar<br />
    3. 3. Quick definition of social media?<br />Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web based technologies to turn communication into interactive dialogues. Andreas Kaplan and MichealHaenlein define social media as a group of internet –based applications that build on the ideological and technological foundations of web 2.0, which allows the creation and exchange of user generated content. Businesses also refer to social media as consumer-generated media. Social media utilization is believed to be a driving force in defining the current time period as the attention age. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.<br />
    4. 4. Social media demographics<br /><ul><li>Gender
    5. 5. Facebook, Twitter, Myspace all have gender bias
    6. 6. LinkedIn does not.
    7. 7. Age distribution
    8. 8. Myspace – younger audience
    9. 9. LinkedIn – working population
    10. 10. Education
    11. 11. Myspace – reflects age dist.
    12. 12. LinkedIn – higher education</li></li></ul><li>US, 50,000,000<br />1995<br />US, 32,000,000<br />Feb 2004<br />Facebook <br />MySpace <br />Windows Live Spaces <br />Bebo <br />hi5 <br />LinkedIn <br />Tagged <br />MyLife<br />Vkontakte<br />Qzone <br />Netlog <br /><br />Orkut <br />Twitter <br />Badoo <br />Odnoklassniki<br />Friendster <br />Habbo <br />Flixster <br />Flickr<br />Network Players<br />
    13. 13. Facebook – more details<br />
    14. 14. Facebook – Key Stats<br />More than 500 million active users <br />50% of active users log on to Facebook in any given day <br />Average user has 130 friends <br />People spend over 700 billion minutes per month on Facebook (average of over 45 mins per day per user)<br />More than 70 translations available on the site <br />There are more than 200 million active users currently accessing Facebook through their mobile devices. <br />People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. <br />Launched, Feb 2004<br />Symmetrical network<br />-><br />friend<br />←<br />friend<br />
    15. 15. Facebook – Growth<br />Source: Facebook<br />
    16. 16. Global Facebook usage<br />Facebook users are expressed as a % of population and are subset of internet users<br />Source:<br />
    17. 17. European Facebookusage<br /><ul><li>Clear usage patterns are visible.
    18. 18. Typical usage ‘band’ appears to exist
    19. 19. Culture and competition influences adoption</li></ul>Source:<br />
    20. 20. European Facebookusage<br /><ul><li>Clear usage patterns are visible.
    21. 21. Typical usage ‘band’ appears to exist
    22. 22. Culture and competition influences adoption</li></ul>Source:<br />
    23. 23. Facebook – Uses<br />Networking Hub<br />Application Platform<br />Gaming<br />Photo sharing<br />Retail Campaigns<br />Link Sharing<br />News Distribution<br />Now email<br />Facebook is an Internet on the Internet. <br />
    24. 24. Twitter – more details<br />
    25. 25. Twitter Key Stats<br /><ul><li>March 2010 saw the 10 Billionth tweet made.
    26. 26. Signupsat a rate of ~300,000 /day
    27. 27. 75% of Twitter traffic comes from outside (i.e. via third party applications.)
    28. 28. Twitter is ranked #10 in Alexa’s top sites. Facebookis #2 behind Google.
    29. 29. Twitter format is a 140 character status update.</li></ul>Launched: July 2006<br />-><br />follow<br />Asymmetrical network<br />no follow<br />←<br />
    30. 30. Twitter Growth<br /><ul><li>Twitter growth stats are difficult to find
    31. 31. Users ≠ Registered Users
    32. 32. As with Facebook growth appears to be linear.
    33. 33. Latest‘official’ user figures:
    34. 34. April 2010: 105m
    35. 35. Sept 2010: 145m
    36. 36. Current estimate: 175m</li></ul>Source: RJ Metrics<br />
    37. 37. Twitter Uses<br />Microblogging<br />Crowd sourcing<br />Media / events tracking<br />Campaigning and Awareness<br />Link / photo / video and location sharing<br />The 140 char status is a very effective publishing format that is more functional than equivalent Facebook status on account of the asymmetry of the network. <br />
    38. 38. Social Media – Where Next<br />Where are the major players going?<br />New mass market entrants will struggle.<br />Image, Creative Commons: timellis<br />
    39. 39. Mobile usage<br />Mobile usage will continue to grow<br />Image, Creative Commons: William Hook<br />Image: JMC photos<br />
    40. 40. Continued Commercialisation<br />
    41. 41. Legislation<br />Many legal issues are yet to be addressed.<br /><ul><li>#IamSpartacus
    42. 42. Court Orders in Australia
    43. 43. ‘Re-education’ for Wangyi09
    44. 44. Digital economy bill</li></ul>Image, Creative Commons: sunface13<br />
    45. 45. UX effects<br />What does all this mean to me?<br /><ul><li>Interaction styles
    46. 46. Design Patterns
    47. 47. User expectations</li></ul>Image, Creative Commons: Piulet<br />
    48. 48. Conclusions<br />The social media networks are an important piece of the future of the internet<br /><ul><li>Join new networks to understand them.
    49. 49. Pay attention to changes – “What does that mean to me?”
    50. 50. How will I integrate with the social media networks?
    51. 51. How will my project be received by the social media networks?</li></ul>Image: Piulet<br />
    52. 52. The influence of social media<br />Richard Apps<br />26 November 2010<br /><br />