social media - developments

© AWARE 2013 Tel: +44 20 8954 9121 • Fax: +44 20 8954 2102 • Web: www.marketing-intelligence.co.uk

New, Niche and Regional The Wonderful World of Social Media

Arthur Weiss Email: [email protected] / Twitter: @awareci

www.marketing-intelligence.co.uk 15 October 2013

Internet Librarian International

1


Social Media is more than Facebook

2

Or LinkedIn, Google+,

Twitter, etc.


Social Media Explained?

3

Twitter: I’m at #ILI2013

Facebook: I Like ILI2013

Foursquare: I ’m in Olympia for ILI2013

LinkedIn: I’m presenting at ILI2013

Pinterest: Here’s an Infographic of the sessions at ILI2013

Google+: Are there any technical sessions at ILI2013? !

Quora: What is ILI2013?!

YouTube: Watch a video of ILI2013’s keynote speaker

Instagram: Look at me at ILI2013 Xing: Ich bin mit einem Vortrag auf ILI2013

Viadeo: Je présente à ILI2013

Flickr: This is a picture taken at ILI2013


What is social media

•  We think we know… but…

5


“Web 2.0” vs. “Social Media” vs. “Social Network”

“Web 2.0 is a platform whereby content and applications are not created and published by individuals but instead are continuously modified by all users in a participatory

and collaborative fashion”

“Social Media is a group of Internet based applications that build on the ideological and technological foundations of

Web 2.0, and that allow the creation and exchange of user generated content”

“Social networking sites are applications that enable users to connect by creating personal information profiles,

inviting friends and colleagues to have access to those profiles, and communicating between each other”

6

AM Kaplan & M Haenlein, Business Horizons, vol 5 pp59-68 (Jan 2010)


“Some “Twitterati” Definitions “Social media is like going to a large party. Put on your best outfit, try to be entertaining, don't put own foot in mouth”

@srufo

“Social Media = Sharing Caring Conversations Online”

@ActiveLife

“Media that allows discussion and interaction, as opposed to

broadcast only”. @leifkendall

“A set of websites that allows users to directly interact with

each other” @Nenad

“An online communication community where networks

formed by the members shape the flow and formation of the

content” @justingould

“It is a thing of opposites; compelling and annoying, time

wasting and time efficient, useful and useless”

@nettya

7

http://econsultancy.com/uk/blog/3527-what-is-social-media-here-are-34-definitions


“Gotta Share”

8

•  What’s the reason for the growth in social media? !  Feeling connected in a disconnected world? !  Sharing with friends and acquaintances? !  Information Sharing / Provision !  Boasting / Everybody else is doing it / Addiction….

•  Now watch the video – and spot how many social media platforms are mentioned….


“Gotta Share”

9


The Life-Cycle of a Social Media Site The history of Myspace

August 2003: Myspace founded

January 2004: Official launch

November 2004: 5 million users

July 2005: NewsCorp buys Myspace parent company for $580m

July 2006: Myspace becomes the most visited site in the US – with 80% of all social networking traffic – with more visits than Google

April 2008: Facebook catches up – with both having 115m unique views per month

December 2008: Myspace peaks with 76m visitors in the US

10


The Life-Cycle of a Social Media Site The history of Myspace

April 2009: Chris DeWolfe, CEO & co-founder steps down as visitors fall

June 2009: 1600 Employees

January 2011: Almost half of employees are laid off (500)

April 2011: Myspace put up for sale

June 2011: 200 employees. Specific Media Group and Justin Timberlake jointly purchase the company for approximately $35 million

June 2012: 25m unique visitors

September 2012: Myspace goes for a redesign

January 2013: The new Myspace enters its “beta phase”

June 2013: Most of existing content is deleted (without warning) “Classic Myspace” discontinued. iPhone App is launched.

11


Why is this relevant? What goes up…. •  The current social networks fulfill a need… •  Each is differentiated and serve different purposes

•  Contrast LinkedIn, Facebook, Twitter, Pinterest, Google+, Foursquare….

•  But what about Xing, Viadeo….

When (if) a better “moustrap” comes along they will fall…. But will there be money? •  Bebo, Friendster, Six Degrees, Zynga, Myspace… •  Orkut •  ASmallWorld…

12


Where are the opportunities for new social networks

Mobile – Grindr, Instagram, Waze…

Regional / local – Streetlife, Weibo, Vkontakte

Hobbies – Goodreads, TripIt

Professions - Esqspot

Special interests – Sulia

The “Zeitgeist” – Ask.fm to Zombies

“The real world” – Meetup, AirBnB

13


Mobile Social Networks

14


Did you get the picture…

15


Finding Love on the Phone

16


Regionalising: Streetlife, VK, Weibo

17


GoodReads

18


TripIt

19


EsqSpot

20


EsqSpot

21


EsqSpot

22


Sulia

23


Sulia

24


Ask.fm

25


Zombies

26


MeetUp

27


Arthur Weiss is the managing director of AWARE - a UK based consultancy specialising in marketing & competitive intelligence analysis.

Contact Details: Web Sites: www.marketing-intelligence.co.uk E-mail: [email protected]

Twitter: @awareci

Telephone: +44 20 8954 9121 Fax: +44 20 8954 2102

28

social media - developments

Technology