A presentation I gave at the Fromm Institute at the University of San Francisco

1. Social Media
Social Networking
Fromm Institute – University of San Francisco
Robert Keahey
5/21/2012

2. Agenda
• Review the handouts
• Social Media and Social Networking
– Differences
– A quick sampling
– Common types of social media
– Why is it important?
• The Social Graph
• The good and the bad sides of social media
• Break
• Explore a few social media sites
• Quick look at the future
• Suggested reading
• Wrap-up and Q&A
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3. Handouts
Handout Key Takeaway
NYT: The Flight From • We are losing the art of conversation
Conversation • Technology allows us to present an alternate persona
• False sense that through connectedness we are not alone
SJMN: California poised to • Bars companies from asking for logon credentials to social
bar employers from peeking networks
into private information on • Do companies have obligation to protect other employees?
social media sites • How is this different from drug tests and credit checking?
SJMN: Victims of • Can students be censored for “off-campus” behavior?
cyberbullying fight back in • Lack of clear legislation to address cyberbullying
lawsuits • Freedom of speech boundaries make the issue complex
NYT: Mayor warns of the • Social media is leading to “daily referendums”
pitfalls in social media • Disempowers leaders focusing on the longer term vision
• How do you leverage the value of technology?
Huffington Post: Livehoods • Is using location and behavior data an infringement of
Maps Neighborhoods For The privacy?
Social-Networking Age • Can it provide an accurate cultural/social representation?
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4. What’s the Difference?
Social
Networking = What
Social
Media = How
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5. A few Social Networking/Media Sites
43 Things DailyBooth Fuelmyblog iWiW Nasza-klasa.pl Renren Tuenti
Academia.edu DailyStrength Friendica Jaiku Netlog ResearchGate Tumblr
Advogato delicious Friends Reunited Kaixin001 Nettby ReverbNation.com Twitter
aNobii deviantART Friendster Kiwibox Nexopia Ryze Vkontakte
AsianAvenue Diaspora Frühstückstreff Lafango NGO Post ScienceStage Vampirefreaks.com
aSmallWorld Disaboom Fubar LaiBhaari Ning ShareTheMusic Viadeo
Athlinks Dol2day Gaia Online Last.fm Odnoklassniki Shelfari Vimeo
Audimated.com DontStayIn GamerDNA LibraryThing OneClimate Skoob Virb
Badoo Draugiem.lv Gather.com Lifeknot OneWorldTV Skyrock Vox
Bebo Douban Geni.com LinkedIn Open Diary Social Life Wakoopa
BIGADDA DXY.cn GetGlue LinkExpats Orkut SocialVibe Wattpad
Biip.no Elftown Gogoyoko Listography OUTeverywhere Sonico.com Wasabi
BlackPlanet Elixio Goodreads LiveJournal Pandora SoundCloud WAYN
Blauk Epernicus Goodwizz Livemocha Passportstamp Spotify WebBiographies
Blogster Eons.com Google+ LunarStorm PatientsLikeMe Stickam WeeWorld
Bolt.com Experience Project GovLoop Makeoutclub Partyflock StudiVZ Wellwer
Busuu Exploroo Grono.net MEETin Pingsta Students Circle Network WeOurFamily
Buzznet Facebook Habbo Meetup Pinterest StumbleUpon Wepolls.com
CafeMom Faceparty hi5 Meettheboss Plaxo Tagged weRead
Cake Financial Faces.com Hospitality Club MillatFacebook Playahead TalentTrove WiserEarth
Care2 Fetlife Hotlist mixi PureVolume Talkbiznow Wooxie
CaringBridge FilmAffinity HR.com MocoSpace Playfire Taltopia WriteAPrisoner.com
Cellufun Filmbuffet Hub Culture MOG Playlist.com Taringa! Xanga
Classmates.com FledgeWing Hyves MouthShut.com Plurk TeachStreet XING
Cloob Flixster Ibibo Mubi Qapacity TermWiki Xt3
CouchSurfing Flickr Identi.ca MyHeritage Quechup The Sphere Yammer
CozyCot Focus.com Indaba Music MyLife Quora TravBuddy.com Yelp
Cross.tv Fotki IRC-Galleria My Opera Qzone Travellerspoint YouTube
Crunchyroll Fotolog italki.com Myspace Raptr tribe.net Zoo.gr
Cyworld Foursquare Itsmy myYearbook Ravelry Trombi.com Zooppa
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6. Common Types of Social Media
Type Purpose Examples
Blogs (microblogs) Inform or disseminate an opinion or position on a particular • Blogger, WordPress
subject • Posterous, Twitter
Social Networks Build personal and professional relationships and share with • Facebook, Orkut
friends, relatives, classmates, colleagues • Google+, LinkedIn
Content Channels Share information and expertise about a common topic or subject • StumbleUpon, Pinterest
and/or disseminate or receive and optionally receive feedback on • YouTube, Vimeo
audio, video, publications or products • Pandora, Spotify
• Picasa, Issuu, Tumblr
• Email, browsers, SMS
Social Games Casual (“time available”) gaming with social communities • Words With Friends
• Draw Something
• Farmville
Virtual Worlds Virtualized gaming or social experiences • World of Warcraft
• Second Life
Forums Exchange personal and professional expertise and advice • Focus.com
• Quora
Social Influence Share auto-biographical information and establish social • About.me, Visible.me
awareness and credibility (influence) • XeeMe
• Klout, Empire Avenue
Bookmarking Capture and classify information and sources of interest • Delicio.us, Digg
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7. Why is Social Media Important?
It’s the mechanism by
which marketers
intend to separate
you from your money
in the digital age…
• 1995: ~16 million users on dialup
• 2012: ~2+ billion users on direct internet access
• The number of mobile-connected devices will exceed the world's population in 2012
• By 2016 that number will grow to 10 billion…
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8. A real-world example…
• Livescribe
– Really cool technology
– Records and links audio
to written text
• Perused Livescribe
website
• Googled for buying
options
• Ads appeared 32 times
during my research
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9. Pervasiveness of social media
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10. The Social Networking revenue engine
• Offer something of value at no cost to the end
user
• Create “stickiness” to maintain the consumer
base
• Organically grow through word of mouth and
peer pressure
• Make breaking up hard to do
• Milk the cash cow…
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11. Social Graphs – food for the cow
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12. The value of Social Graphs
Cloud
Computing
&
Big Data
Hey Facebook, the SuperBowl Sure, Pepsi, just a sec… let me
is in six weeks. I’d like to check…
know everybody who is:
• 18-35 years old tick… tick… tick…
• Male
• Single OK, here’s your list of 23
• Is a Giants or Patriots fan million people. That will be
• Plays fantasy football $1,000,000 please.
Laser-targeted
Hey Dudes! advertising to 23M
It’s the Pepsi Fan Jam Fantasy potential & existing
Football Challenge! Enter now to customers
win a trip to SuperBowl XLVI
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13. In real terms…
But how do you accomplish sustained revenue growth?
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14. Own the (social) data…
am too…
are not…
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15. Extend the Social Graph
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16. Go Mobile…
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17. But wait…
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18. The Shrinking World
• Six degrees of separation
– Originally published by Stanley
Milgram in 1967
– Popularized in the 1990’s by the
“Six Degrees of Kevin Bacon”
• 2011 study suggests the degrees
of separation is shrinking
– 4.74
– Based on 721 million Facebook
users
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19. Side effects…
• Privacy
– Facebook, Google
– “Opt-In” vs “Opt-out”
• De-personalization and distraction
• Scams
– Phishing
– The Nigerian connection
– Advanced fees paid for a guaranteed loan or credit card
– Disaster relief funds
• Brand management
– Gap
– Domino’s Pizza
– Yahoo!
• Cyber “virtual” theft
– YoVille “gray market”
• Cyber-bullying
– Lori Drew case
– Alex Boston case
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20. The Lori Drew Case
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21. Benefits…
• Crowdsourcing
– Smithsonian Institute
– Minted.com
– Project Imagin8ion
• Global awareness and social activism
– Twitter, Facebook
– SOPA, PIPA, CISPA
• Reconnecting & bonding
– Facebook Groups
• History/memory preservation
– 1000memories.com
– proust.com
– memorylane.com
– Facebook Timeline
• Education
– edX
– Kahn Academy, Learning Jar, SkillShare
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22. • Clearly understood the
value of connections and
relationships
• Designed as a “platform”
– Open ecosystem
• Gaming
• Commercial applications
• Advertising
• Community applications
– Well-documented
programmatic interfaces
• Migration costs are very
high
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23. • Geared toward the “tech
savvy” crowd
• Attempts to emulate real
life relationship models
– Circles
• Integrates all Google
services
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24. • The “hot” property (for now)
• The new “bulletin board”
– Photos (and now video)
– Images possess information
and powerful images evoke
emotion. Emotion is the drive
that moves us to act.
– Excellent channel to promote
products
• Gives good insight into likes
(and wants)
– “… a haven for materialistic
deaperadoes living out their
consumerist dreams…”
• Creates rich targeted
marketing opportunity
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25. • Geared toward the “tech
savvy” crowd
• Provides a forum for
“friendly” competition
• Marketing promotions
– “Swarm” badges
– Gift certificates – McDonald’s
– Membership – History Channel
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26. Occasionally things go wrong…
• Failed to control the user experience
• Limited added value
• Assumed people were willing to interact with total strangers
• Burned through $41 million
• Offered limited free services
• Paid services added little value
• Poor performance and user experience
• Failed to see the value in a “platform”
• Ignored key issues of copyright and digital rights management
• Underestimated power of RIAA
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27. The future of social networking
Proximity-based
Social Location
auto-social Tribal Behavior
Demographics and Context
networks
+ + +
Layar, Mobilizy Glancee, Sonar
Acrossair, Metaio Highlight, Banjo
“Social Flow”
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28. Suggested Reading
• Connected: The Surprising Power of Our Social
Networks and How They Shape Our Lives -- How Your
Friends' Friends' Friends Affect Everything You
Feel, Think, and Do
– Nicholas Christakis, James Fowler
• Groundswell: Winning in a world transformed by
social technologies
– Charlene Li, Josh Bernoff
• I Know Who You Are and I Saw What You Did – Social
Networking and the Death of Privacy
– Lori Andrews
• The tone of life on social networking sites
– The Pew Internet & American Life Project
http://pewinternet.org/Reports/2012/Social-networking-climate.aspx
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29. Questions?
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