1. Understanding
social networks

2. Cennydd Bowles
Senior Information Architect
uSwitch.com

8. Introduction

9. Social Graph

15. Social networking sites

16. Social networking sites

17. Social networking sites
People, not features

18. Nothing new
People, not features

19. The role of
social networks

20. Historically:
Defined by circumstance

21. Now:
Cultural product choice?

25. Cultural product choice
Cultural signs

26. Cultural signs

32. Cultural signs = identity

33. Group association = identity

34. (Lack of identity = bad)

35. Strong ties
Weak ties

36. Strong ties
Weak ties

37. isFriend == 1;

38. Strong : Emotional
Weak : Informational

39. Social networks = support

40. Roles within
social networks

41. Theory doesn’t work

44. Measures

46. Degree centrality

47. Betweenness

48. Closeness

49. Periphery

50. Network centrality

51. Interaction in
social networks

52. 1. Communication

53. 2. Identity

54. 3… Monkeys?

55. 3. Social grooming

56. “Ambient intimacy”

57. 20% communication
40% identity formation
40% social grooming

58. How this
affects everyone

59. Cennydd Bowles
Senior Information Architect
uSwitch.com

60. The network is always there.

62. “Social Objects”

63. Communication
Identity formation
Social grooming

64. Consumer

65. Owner
Owner
Owner
Owner Owner Owner
Owner
Owner
Owner
Owner

66. Thank you!
www.cennydd.co.uk
www.twitter.com/cennydd