Slide deck used by Lisamarie Babik and Holly Bielawa during their presentation at Internet User Experience in Ann Arbor, Michigan on 4/2/2009.

1. Evolution & Future of Social
Networking
Holly Bielawa & Lisamarie Babik
Copyright 2009 Menlo Innovations LLC

2. Introductions
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3. Agenda
History of networking

The origin and use of personas

How does age affect your online habits?

Three Social Networks: Facebook, LinkedIn, and Twitter

What does the future hold?

Copyright 2009 Menlo Innovations LLC

4. History of Networking
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5. The New Breed of “Social Networks”
Copyright 2009 Menlo Innovations LLC Source: SmartMarketMovie.com

6. Personas: Origin and Use
Psychology:

“The face you present to the world”
- Carl Jung, Psychologist
Marketing:

“A person that represents the
characteristics of your target market”
- Corte Swearingen, Marketing Blogger
Technology:

“An archetype representing the needs, behaviors, and goals of a particular
group of users ”
- Alan Cooper, The Inmates are Running the Asylum
Copyright 2009 Menlo Innovations LLC

7. Our Personas
Meegan George Betty
Copyright 2009 Menlo Innovations LLC

8. Meegan the Millennial
Early user of Facebook

Has grown up online

Primary online focus is

social
Little expectation of

online privacy
Copyright 2009 Menlo Innovations LLC

9. George the Gen-X’er
Has suffered the travails of

the Internet as its grown
(e.g. viruses, pop-ups,
identity theft)
Primary online focus is

business-related; uses
social networking for
work
Very concerned about

online privacy
Copyright 2009 Menlo Innovations LLC

10. Baby Boomer Betty
Came to computers late

in life
Uses Facebook to keep up

with her kids
Primary online focus is

social
Has modest expectations

of online privacy because
she hasn’t been bitten yet
Copyright 2009 Menlo Innovations LLC

11. What People are Doing Online
One study of 49.3 million people found 120 million social

profiles
Each person averaged 2-3 social profiles

women spend more time on social networks building and

nurturing relationships
men are less likely to spend as much time nurturing

relationships as they are 'transacting.'
Source:RapLeaf Study
Copyright 2009 Menlo Innovations LLC

12. Year Established: February 2004

Created by: Mark Zuckerberg @ Harvard University

# Unique Users to Date: 68 million

Source: InsideFacebook.com
Copyright 2009 Menlo Innovations LLC

13. Copyright 2009 Menlo Innovations LLC

14. Year Established: May 2003

Created by: Reid Hoffman, formerly of Paypal

# Unique Users to Date: 6 million

Source: Wikipedia
Copyright 2009 Menlo Innovations LLC

15. Copyright 2009 Menlo Innovations LLC

16. Year Established: March 2006

Created by: Jack Dorsey, Noah Glass, Biz Stone, and Evan

Williams
# Unique Users to Date: 11 million

Source: Wikipedia
Copyright 2009 Menlo Innovations LLC

17. Copyright 2009 Menlo Innovations LLC

18. How Does Age Affect Your Online Habits?
E-mail 3 1 1
Instant Messaging 1 5 n/a
or Texting
Facebook 2 4 2
LinkedIn n/a 2 3
Twitter 4 3 n/a
Copyright 2009 Menlo Innovations LLC

19. What Do You Think the Future Holds?
“The most profound technologies are those that
disappear. They weave themselves into the fabric of
everyday life until they are indistinguishable from it.”
- Mark Weiser, chief scientist at Xerox PARC
Copyright 2009 Menlo Innovations LLC

20. Questions
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21. For Further Study
Study of Social Network Users vs. Age

http://business.rapleaf.com/company_press_2008_06_18.html

Whee! New Numbers on Social Network Usage

http://news.cnet.com/8301-13577_3-10160850-36.html?tag=mncol

Is Twitter’s Breakneck Growth Causing a Backlash?

http://www.cnn.com/2009/TECH/03/31/twitter.fail.whale/index.html

Trouble with Twitter

http://www.youtube.com/watch?v=b5Ff2X_3P_4

Quantcast Audience Profile

http://www.quantcast.com/

Copyright 2009 Menlo Innovations LLC

22. Contact Information
Holly Bielawa Lisamarie Babik
High-Tech Anthropologist® Menlo Evangelist
hbielawa@menloinnovations.com lbabik@menloinnovations.com
Menlo Innovations LLC
410 N. Fourth Avenue, 3rd Floor
Ann Arbor, Michigan 48104-1104
734-665-1847
http://www.menloinnovations.com
Facebook Group: Menlo Innovations LLC
LinkedIn Group: Menlonians
Twitter: menloinnovation
Copyright 2009 Menlo Innovations LLC