a full overview of social media: a research adventure

© T

OTAL

IDEN

TITY

1

social media

2010Total Active MediaTotal Identity

Martijn Arts

a full overview of social media - a research adventure

© T

OTAL

IDEN

TITY

2

1. Is there a structuring principle of a social media profile - how can you plot someone’s profile?

2. Is there a scale to describe the extend of a person’s online profile - What defines a real expert?

3. Is there a valid structured way to improve a social media profile - What proven path to take?

4. Is there a default professional social media mix - What is the best corporate advice I can give?

And everything I wanted to know about social media but was afraid to ask...

Contents - what do I want to find out in this research?

Let’s start with some questions about social media... “how much do you know?”

Question 1. Social MediaWhat are these?

1. What is the name that belongs to these logos?2. What do they do?

Answers1. Wordpress, StumbleUpon, Lastfm2. contentmanagementsystem and blog platform, personalized recommendation engine, music website and webradio

Question 2. ApplicationsWhat is this?

1. What is the name of the application?2. What is the name of the type of application?3. What is special about it?

Answers1. Adium2. Messenger3. Integrates MSN, ICQ, Google Talk and other messengers into one messenger

Question 3. GoogleGoogle is everywere!

1. When was the company founded?2. When were shares first sold?3. How many Google sub-brands do you know?

Answers1. 19982. 20043. search, analytics, alerts, docs and speadsheats, adsense, in a box, adwords, wave, maps, gmail, ... but also YouTube and Picasa

Question 4. FacebookNext champ

1. How many members does Facebook have?2. How many unique visitors a month?3. Is this the biggest user base in the world?4. What is the second?

Answers1. > 160,000,0002. ≈ 400,000,0003. Yes (since 2009)4. MySpace

Question 5. TwitterThe twitter-effect

1. What was the growth of Twitter in 2009?2. Is Twitter still growing?3. What is technologically unique to Twitter?4. What are the biggest Twitter events until now?

Answers1. 577%2. No3. Nothing4. Lance Armstrong, Obama #inaug09, Iran #pman / #iranelection, Michael Jackson (stopped Internet), Google Wave #wave, Swineflu #swineflu, Haiti #haiti

Question 6. LinkedInProfessional isn’t it?

1. More men or more women?2. How many over 34 years old?3. What is the average income?4. What is the education level?

Answers1. 50/502. 68% (oldest population of all social networks)3. ≈ $ 75.000 (highest of all social networks)4. 50% bachelors or higher degree (highest of all social networks

Well, so much for what we know. This is an image of a brief history of social media. Starting with a postal service in Persia and ending - for now - with the hype of 2009, Twitter.

This is just a dump of all social media websites and services that I use or know instantly. I probably forget a lot but this is just to show that there are a lot of social media websites. Too many...

In this overload of social media websites and services I felt the need for a structure. Some way to structure this overload.

2 3 4 5 6 7 8 9

RULER OF ONLINE DNA

I introduced the ‘ruler of online DNA’. The first number is “Internet” and is not shown. After that all social media are ordered in columns, every row shows one image extra.

2 3 4 5 6 7 8 9

ONLINE DNA VAN MARTIJN ARTS

In this ruler of online DNA I placed all social media websites and services that I use personally or have an account for. I ordered it by importance to me. That includes frequency of use as well as relevance to me professionally.

2 3 4 5 6 7 8 9

PASSIVE USEACTIVE USE


Not all websites and webservices are used actively. Here you see that I use fourteen of the actively.

2 3 4 5 6 7 8 9



For many of the social media websites and webservices I only have an account. I rarely use it but I know what it is and what it is for.

2 3 4 5 6 7 8 9


5:9


I introduce a scale here. Just state the amount of active columns - here 5 - and the total amount of columns. This scale states your total knowledge as well as your active use.

You

5:9

ONLINE SCALE OF MARTIJN ARTS

My personal scale is 5:9. This can be compared to other users or experts. By doing this you can compare your personal expertise on social media to that of others. Also, you can use it to separate the wannabees from the experts.

But not all social media is used for the same purpose. Social media is actually a container word. Let’s try and identify some of these different purposes.

2 3 4 5 6 7 8 9


We now have some basic knowledge of what is social media and how you can structure it and talk about it.

5:9

In this image I clustered all social media websites and webservices together. Just based on gut feeling.

After this I tried to visualize the connections between all these social media websites and webservices. Nice to see that my tweets are integrated on Facebook, LinkedIn, et cetera.

social networks social media

filesharing

aggregatiemessagingsources

Based on connections and gut feeling I clustered all social media websites and webservices and named them. This resulted in six clusters.

networks media

filesharing

aggregationmessaging

sourcesYou

The result is the so-called social media flower. The flower is used as a visual because in social media I strongly reccommend” “let a thousand flowers grow” and also “everyone needs to blossom”.

networks media

aggregation

sourcesYou

filesharing

messaging

The flower has six petals that show the six clusters. In these clusters all social media that I use are shown. But some of these clusters are not so important anymore and some are only clusters because I made no decision. The flower is the result of an (uncontrolled) evolution. Not a strategy.

But before I continue the question rises: “what’s in it? Why spend - or waste - so much time on these social media?”. I wil try and show the power of social media by presenting a recent and personal case of publishing a presentation on slideshare.

Journey of my presentation:WEB 3.0“a simple and visual explanation”

This graph shows what actions were taken in publishing and promoting this presentation. The idea for this graph is drawn from the “journey of a tweet” by ngonlinenews.com and “the social media effect” by compete.com.

Udated automatically by:

and therefore indexed

Published manually to:

personal section; 18 followers

Published automatically on:

pers. profile; 458 connections

Published automatically on:

personal profile; 76 followers

Published manually to:

embedded the slideshare

Posted manually to:


Manually actions by:e-mail and iPhonecontacted (5) opinion leaders

Published by others to:totalactivemedia.nlcontacted opinion leaders

Published by others to:

homepage - featured section

Posted manually to:


Manually actions by:e-mail (signature)reaching customers / partners

Posted manually to:


Posted by others to:

retweeted multiple times

Published by others to:

home - most tweeted section

Manually actions by others:embedded in blogs23 embeds

Posted by others to:

retweeted multiple times

RESULTS3933 views on slideshare44 favs on slideshare23 embeds via slideshare4 times most tweeted on slideshare1 time posted as featured on slideshare> 1.500 times viewed on Frankwatching3 x as much views on totalactivemedia.nl

four new customers

WIKIPEDIA ENTRY BY MARTIJN ARTS

The result is not only four new customers and quite some PR. The result is also that the definition of web3.0 on Wikipedia is ours. This shows our thought leadership. We helped to define the next stage of the web...

So social media is important. But how to start using it strategically in stead of evolutionary....

processinnovation

I came to the idea that I need to follow the principles of an innovation process in stead of just talking about communication. Communication equals innovation when talking about social media.

processinnovation

Phase 1.IntelligenceTraditionally desk research is done. Online research is now common, looking for data and new developments. Talking to others, calling and emailing helps to get to know “what’s new”.

Phase 2.NetworkFor each innovation and communication goal a network or target audience needs to be identified. Also, the staff needs to be examined. Traditionally external market research is done and CRM and database marketing is used.

Phase 3.OperationPractical operation normally is not connected woth the communication department. Everybody works with their own tools. Some standard like Microsoft Office. Other tools are more speacialized.

Phase 4.PublicationAfter finishing work, the result needs to be published and archived. Normally people store data on the company network. Publication is only for those who are involved.

Phase 5.DialogueDialogue is necessary to improve. This holds also for all publications. Traditionally people communicate with collegues of with others, e.g. on formal events.

Phase 6.EvaluationEvaluation is often forgotten. This is a shame because evaluation generates a lot of intelligence that is necessary for future processes. Traditionally evaluation was done by periodical market research.

In this image you see the traditional description of all phases. Social media helps you to change in a changing environment. It also helps you to stay effective. Your ideas or results are continually evaluated by “the cloud”.

Quadrant 1.Explore “dromer”Kolb called this style 'Diverging' because these people perform better in situations that require ideas-generation, for example, brainstorming. People with a Diverging learning style like to gather information. They are interested in people and tend to be imaginative and emotional. People with the Diverging style prefer to work in groups, to listen with an open mind and to receive personal feedback.

conceptualization experience

experientation

reflexion

Quadrant 4. Act “doener”People with an Accommodating learning style will tend to rely on others for information than carry out their own analysis. This learning style is prevalent and useful in roles requiring action and initiative. People with an Accommodating learning style prefer to work in teams to complete tasks. They set targets and actively work in the field trying different ways to achieve an objective.

Quadrant 2.Analysis “denker”People with an Assimilating learning style are less focused on people and more interested in ideas and abstract concepts. People with this style are more attracted to logically sound theories than approaches based on practical value. These learning style people is important for effectiveness in information and science careers. In formal learning situations, people with this style prefer readings, lectures, exploring analytical models, and having time to think things through.

Quadrant 3.Decide “beslisser”People with a Converging learning style are best at finding practical uses for ideas and theories. They can solve problems and make decisions by finding solutions to questions and problems. People with a Converging learning style are more attracted to technical tasks and problems than social or interpersonal issues. A Converging learning style enables specialist and technology abilities. People with a Converging style like to experiment with new ideas, to simulate, and to work with practical applications..

Test. Learning styles

Kolbs Learning Styles www.vergouwenoverduin.nl/Testen_Kolbtest.htmlwww.123test.nl/leerstijl

The innovation process also matches on the learning styles by Kolb (in reversed direction). It is now easy to find a test that results in your favorite quadrant..

learningKolb’s

Styles

Google AlertsDeliciousStumbleUponDigg

LinkedIn Facebook HyvesNing

Google DocsWeShare (dropbox)iGoogleTWiki

Slideshare (prezi)YouTube (Flickr)WordPress (blogger)Scribd (docstoc)

TwitterGoogleWaveSocializrLinkedIn Groups

Google AnalyticsTwittercounterUnilyzerScoutlabs

processinnovation

publishing operation

network

intelligenceevaluation

dialogue

In this image I plotted social media websites and webservices on this innovation process. In grey all websites and webservices that I already use and in orange the ones that I do not use yet.


network


dialogueMartijn Arts+

I have to try all these new websites and webservices in order to be a good advisor. You (the reader) and others can stick to the clusters or petals that you like best. Social media use should be based on personal preferences.

2 3 4 5 6 7 8 9


7:10

10


So now this will be my new online DNA. I will have tried more websites and webservices and will be actively involved with more than before. My DNA will increase and hopefully also my expertise...

You

7:10

ONLINE SCALE OF MARTIJN ARTS

My new personal scale is 7:10. I think I can be called an expert now. But by the way: For me, my scale has now increased, both for active use as well as passive use. For many others I would advice to actively use less in stead of more. Just use it well.

But enough about me and my personal research. Now over to the rest of the world. I will present some images made by others that show demographics of social media. I adapted most of them to be more applicable to Dutch professional use.

Overview ofSocial Networksplotted on a world map

The data shows the highest ranking social network for each country by traffic, not by members, page views or any other method. Data was taken from Alexa.com on 16th of oktober 2008. Alexa data comes from users who have an Alexa toolbar as well as “data obtained from other diverse traffic data sources” - Alexa.com. Countries in grey do not have data available and for a few countries it was difficult to identiy local social networks and therefor were omitted from the map.

Bebo

Cloob (IR)

CyWorld (SKorea)

Draugiem.lv

Facebook

Faces.md \ Impulse.bg

Friendster

Hi-5

Hyves (NL)

IRC Galleria (FI)

Iwiw.hu (HU)

Lide (CZ)

Mixi

Myspace

Nasza-Klasa (PL)

Netlog (SI)

One.it

Orkut

Perfspot

Skyrock

StudiVZ

Tuenti (SP)

V Kontakte

Wretch (TW)

Xiaonei

www.oxyweb.co.uk

October2008 Top5

Social Networksin the Netherlands

1. hyves2. facebook3. LinkedIn4. Twitter5. MySpace

March2010

Overview ofSocial Web Involvementplotted on a world map

The map provides a global snapshot of active social web involvement by market. The charts show the percentages those who are active by each form of social involvement. The size of the arch’s, represents the audience volume in millions. Visit globalwebindex.net to find the reasons behind the trends, how different demograhics are involved, what motivates web users to get online and the quantification of how brands should be active in social media.

Global Web Index

More about the studyGlobal web index interviewed 32.000 web users in the 16 countries represented in this chart to provide a unique international perspective on web behaviour and social media involvement across the world. More importantly, Social Web Inex explored the impact on consumer behaviour, the power of social communications and the role for brands. The Global Web Inex was created by trendstream in partnership with Lightspeed research.

Upload photos onlne

Uploaded a video onlne

Manage a social network profile

Written your own blog

Use micro-blogging webservice

November2009

Social Web Involvementin the Netherlands

Flickr is ranked #5 (20)*YouTube is ranked #5 (3)*LinkedIn is ranked #1 (12) Blogging is not in top10Twitter is ranked #10 (13)

* in World Traffic Rank (general ranking in Netherlands)

March2010

Netherlands

Overview ofAge and activitywhat people are doing and who participates

This graph shows people by their activity and age group.

Creators publish Web pages, write blogs, upload a video to sites like YouTube. Critics comment on blogs and posts ratings and reviews. Collectors use Really Simple Sindication (RSS) and tag Web pages to gather information. Joiners use social networking sites. Spectators read blogs, watch peer-generated videos, and listen to podcasts, Inactives are online but don’t yet participate in any form of social media.

Forrester research

Creators

Critics

Collectors

Joiners

Spectators

Inactives

0

February2008

Overview ofGender balanceChicks rule!

This graph shows the gender balance on social networking websites. Only one social networking website is a patriarchy, namely Digg. LinkedIn, YouTube, deviantART and Delicious are equalities and all (12) oothers are matriarchies.

This grapgh is based on US gender figures and worldwide traffic figures.

* M = million more monthly female of male visitors

InformationisBeautiful.net

October2009

Overview ofDemographicsDemographics of a few major social networks

This graph shows the demographics of four commonly used professional and semi professional social networks. All statistics are from Google Ad Planner and have been copied from a blog post of briansolis.com.

October2009

50 57 57 59

4

3 3

16 31

28 16

4

18 7

14 20 14

12 3

15 10

17 25

20 10

3

11 8

16 29

20 11

11 18

23 23

16 10

7 22

36 18

12 5

13 34

28 14

8 3

13 30

27 16

10 4

4 9

34 37

16

22 14

36 20

8

17 10

48 18

7

12 9

47 24

8

90 64 64 72

14 M, 31 M6,1%, 2,4%800 M, 1,4 B85 M, 160 M6, 5.19:40, 9:00

110 M, 370 M45,6%, 28,8%52 B, 160 B3.1 B, 8.7 B28, 2320:00, 23:20,

5.6 M, 18 M10.1 %, 5.1%250 M, 650 M28 M, 74 M5, 4.111:40, 11:40

24 M, 66 M10,1%, 5.1%2.1 B, 4 B270 M, 550 M611 8.312:10, 11:40

Unique visitors:Reach:

Page views:Total visits:

Avg. visits per visitor:Avg. time on site:

Masters degree:Bachalors degree:

Some college:High school:

Less than HS diploma:

$ 0 - $ 25k:$ 25 - $ 50k:$ 50 - $ 75k:

$ 75 - $ 100k:$ 100 - $ 150k:

> $ 150k:

> 65:55 - 64:45 - 54:35 - 44:25 - 34:18 - 240 - 17

% women

% without children

PROFESSIONAL SOCIAL MEDIA SPIRAL

Based on these demographics, combined with the innovation process I want to come to a default professional media mix. I call this the professional social media spiral.

Basic idea is that the clusters I used before are not excluding clusters. It is more or less a sliding scale. Some social media websites and webservices can be placed into different clusters. This results in an image that is different than the social media flower. It is a complete overview of social media plotted in an innovation process.


network


dialogue

Overview ofSocial Mediaplotted in an innovation process

The innovation process is used in this graph to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too. Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience.

Google Alerts

Delicious

StumbleUpon

Digg

LinkedIn

Facebook

Hyves

Ning

Google Docs

WeShare (dropbox)

iGoogle

TWiki

Slideshare (prezi)

WordPress

YouTube

Scribd

Twitter

GoogleWave

Socializr

LinkedIn Groups

Google Analytics

Twittercounter

Unilyzer

Scoutlabs

GOOGLE ALERTS

DELICIOUS

DIGG

STUMBLEUPON

NING

FACEBOOK

LINKEDIN

HYVES

SCRIBD

SLIDESHARE

UNILYZER

SCOUTLABS

TWITTERCOUNTER

GOOGLE ANALYTICS

WORDPRESS

YOUTUBE

GOOGLE WAVE

TWITTER

LINKEDIN GROUPS

SOCIALIZRGOOGLE DOCS

WESHARE

TWIKIIGOOGLE


network


dialogue

Overview ofCorporate Social Mediaplotted in an innovation process

This is a sub graph of the general overview of social media. In this graph a default professional social media mix is pictured.

The innovation process is used in this graph too to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. The social media mix cis complete in that it covers all sextants with services that a (professional) company REALLY use, as well as its target audience.

Phase 2. NetworkLinkedInSocial network. Used mainly by professionals above 30 years old. Integrates well with other social media like Twitter, Slideshare and Wordpress.

Todo’s- Update your profile until at least 80%- Mention project / company well- Organize LinkedIn- Ask for recommendations- Start a LinkedIn Group- Apply for all applicable LinkedIn Groups- Integrate Slidehare in LinkedIn- Use LinkedIn for finding professionals

Phase 3. OperationiGooglePersonalized overview of news and functionalities (RSS and gadgets). Used as startpage of the browser.

Todo’s- Start an iGoogle page- Start with all applicable RSS feeds- Integrate Google Alerts, Twitter, Slideshare- Integrate Google Docs & Spreadsheets- Find suitable simple gadgets (e.g. translate)

Phase 4. PublishingSlideshareWebsite aon which slides (Powerpoint, PDF et cetera) are published. Can be used for inspiration as well as publishing or archiving presentations.

Todo’s- Make a profile / complete until at least 80%- Upload a slide completely (use keywords)- Integrate slideshare in LinkedIn / iGoogle

Phase 5. DialogueTwitterWebservice used for notifications of 140 characters to followers. Can be integrated in other social network sites. Also, social media site tweet new favorites and posts.

Todo’s- Make a profile / complete until at least 80%- Follow all familiar persons (from project)- Follow people from competition / critics- Integrate Twitter in iGoogle- Use Shareoholic in browser for fast tweets- Try to find something that doesn’t take time- Try Twittercounter and see what works

Phase 6. EvaluationUnilyzerSocial media and internet marketing software. Designed as a dashboard, showing your performance on all social media en social networks.

Todo’s- Start using Unilyzer- Take time to set it up - make it good!- Integrate in iGoogle (if possible)

Phase 1. IntelligenceGoogle AlertsWebservice that sends a mail with links that mentioned the entered searchstring.

Todo’s- Define at least 5 keywords- Start with project name or company name- Follow up on all leads- Integrate in iGoogle- Learn and end with 10 valuable keywords

Corporate Social Media default professional social media mix

For further assistance please call or e-mail Martijn Arts ([email protected] or +31 6 21267898) or go to Total Active Media (www.totalactivemedia.nl or + 31 20 750 9450)


Todo’s- Update your profile until at least 80%- Mention project / company well- Organize LinkedIn and start a Group- Try to find applicable LinedIn Groups- Search for LinkedIn as referrer to own site

Phase 2. NetworkFacebookThe largest social network in the world. If Facebook was a country it would be the third in the world.

Todo’s- Look at existing Facebook gadgets and learn- Try to find applicable Facebook Groups- If suitable, create a Facebook Group- Search for Facebook as referrer to own site

Phase 4. PublishingYouTubeA video sharing website on which users can upload and share videos.

Todo’s- Make an account and collect favorites- Analyze successful videos (target audience)- Click on suggested videos daily- Make your own video and upload (try it!)- Try also VIMEO- If applicable create a channel



Phase 6. EvaluationScoutlabsSocial media dashboard to track and analyse marketing data of social network tools

Todo’s- Start using Scoutlabs (30 day trial)- Take time to set it up - make it good!- Analyze at least every day 5 minutes- Make a full analysis after 30 days- Buy Scoutlabs if experience is positive

Phase 2. NetworkHyvesA free Dutch social networking site. The focus of this website is on keeping in touch with existing friends and making new friends. It is comparable with other social networking sites.

Todo’s- Look at existing Hyves gadgets and learn- Try to find applicable hyves- If suitable, create a hyve- Search for hyves as referrer to your site

Campaign Social Media default professional social media mix




Phase 4. PublishingSlidesharea business media site for sharing presentations, documents and pdfs with a professional community that regularly comments, favorites and downloads content.


Phase 4. PublishingWordpressAn open source blog publishing application powered by PHP and MySQL which can also be used for content management.

Todo’s- Write a blog and send it to relevant blogs- Try to become a blogger for different blogs- Blog article at least once every fortnight- Integrate blogs on corporate website- Use Shareoholic for easier meso-blogging- Open a blog on wordpres.com, blogger or...



Phase 6. EvaluationGoogle AnalyticsA free service offered by Google that generates detailed statistics about the visitors to a website.

Todo’s- Start using Google Analytics (its free!)- Take time to set it up - make it good!- Analyze at least every day 5 minutes- Make a full analysis after 30 days- Buy Scoutlabs if experience is positive

Phase 1. IntelligenceDiggsocial news website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories.

Todo’s- Follow Digg homepage at least once a day- Make an account and personalize- Integrate Digg RSS in iGoogle- Search for othe news RSS feeds- Integrate also othe feeds in iGoogle

Publishing Social Media default professional social media mix


SOCIAL MEDIA GAME

And to make this analysis also fun and easy to do. I made it into a game. Just like the Active Media Game (www.activemediagame.com) that can be used to generate cross media mix.

Step 1 is to plot all that you know already on a blank “ruler of online DNA”. You can also see what scale you are and want to be. After finishing you can repeat this step for your resulting online DNA and scale.

2 3 4 5 6 7 8 9

X:Y

In this game all social media are printed on memory cards. Step 2 is to play memory in order to know what’s what.

Step 3 means filling in a Kolb test and exploring what social media websites and webservices fit you best.


network


dialogue

GOOGLE ALERTS

DELICIOUS

DIGG

STUMBLEUPON

NING

FACEBOOK

LINKEDIN

HYVES

SCRIBD

SLIDESHARE

UNILYZER

SCOUTLABS

TWITTERCOUNTER

GOOGLE ANALYTICS

WORDPRESS

YOUTUBE

GOOGLE WAVE

TWITTER

LINKEDIN GROUPS

SOCIALIZRGOOGLE DOCS

WESHARE

TWIKIIGOOGLE

dodecide

think

dream

www.vergouwenoverduin.nl/Testen_Kolbtest.html

And using the poster you can create your personal, professional, or corporate social media mix. Have fun!


network


dialogue

Overview ofSocial Mediaplotted in an innovation process

The innovation process is used in this graph to plot all analyzed social media services. The phases in an innovation process are (1) intelligence, (2) network, (3) operation, (4) publishing, (5) dialogue and (6) evaluation. In every sextant at least four social media services are visible. Some of these services can be extended to other quadrants too. Therefore, some services cover more that one sextant. A complete social media mix covers all sextants with services that you REALLY use, as well as your target audience.

Google Alerts

Delicious

StumbleUpon

Digg

LinkedIn

Facebook

Hyves

Ning

Google Docs

WeShare (dropbox)

iGoogle

TWiki

Slideshare (prezi)

WordPress

YouTube

Scribd

Twitter

GoogleWave

Socializr

LinkedIn Groups

Google Analytics

Twittercounter

Unilyzer

Scoutlabs

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Phase 3. OperationiGooglePersonalized overview of news and functionalities (RSS and gadgets). Used as startpage of the browser.

Todo’s- Start an iGoogle page- Start with all applicable RSS feeds- Integrate Google Alerts, Twitter, Slideshare- Integrate Google Docs & Spreadsheets- Find suitable simple gadgets (e.g. translate)

Phase 4. PublishingSlideshareWebsite aon which slides (Powerpoint, PDF et cetera) are published. Can be used for inspiration as well as publishing or archiving presentations.




Phase 6. EvaluationUnilyzerSocial media and internet marketing software. Designed as a dashboard, showing your performance on all social media en social networks.

Todo’s- Start using Unilyzer- Take time to set it up - make it good!- Integrate in iGoogle (if possible)

Phase 1. IntelligenceGoogle AlertsWebservice that sends a mail with links that mentioned the entered searchstring.

Todo’s- Define at least 5 keywords- Start with project name or company name- Follow up on all leads- Integrate in iGoogle- Learn and end with 10 valuable keywords

Corporate Social Media default professional social media mix

For further assistance please call or e-mail Martijn Arts ([email protected] or +31 6 21267898) or go to Total Active Media ( www.totalactivemedia.nl or + 31 20 750 9450)


Todo’s- Update your profile until at least 80%- Mention project / company well- Organize LinkedIn and start a Group- Try to find applicable LinedIn Groups- Search for LinkedIn as referrer to own site

Phase 2. NetworkFacebookThe largest social network in the world. If Facebook was a country it would be the third in the world.

Todo’s- Look at existing Facebook gadgets and learn- Try to find applicable Facebook Groups- If suitable, create a Facebook Group- Search for Facebook as referrer to own site

Phase 4. PublishingYouTubeA video sharing website on which users can upload and share videos.

Todo’s- Make an account and collect favorites- Analyze successful videos (target audience)- Click on suggested videos daily- Make your own video and upload (try it!)- Try also VIMEO- If applicable create a channel



Phase 6. EvaluationScoutlabsSocial media dashboard to track and analyse marketing data of social network tools

Todo’s- Start using Scoutlabs (30 day trial)- Take time to set it up - make it good!- Analyze at least every day 5 minutes- Make a full analysis after 30 days- Buy Scoutlabs if experience is positive

Phase 2. NetworkHyvesA free Dutch social networking site. The focus of this website is on keeping in touch with existing friends and making new friends. It is comparable with other social networking sites.

Todo’s- Look at existing Hyves gadgets and learn- Try to find applicable hyves- If suitable, create a hyve- Search for hyves as referrer to your site

Campaign Social Media default professional social media mix




Phase 4. PublishingSlidesharea business media site for sharing presentations, documents and pdfs with a professional community that regularly comments, favorites and downloads content.


Phase 4. PublishingWordpressAn open source blog publishing application powered by PHP and MySQL which can also be used for content management.

Todo’s- Write a blog and send it to relevant blogs- Try to become a blogger for di!erent blogs- Blog article at least once every fortnight- Integrate blogs on corporate website- Use Shareoholic for easier meso-blogging- Open a blog on wordpres.com, blogger or...



Phase 6. EvaluationGoogle AnalyticsA free service o!ered by Google that generates detailed statistics about the visitors to a website.

Todo’s- Start using Google Analytics (its free!)- Take time to set it up - make it good!- Analyze at least every day 5 minutes- Make a full analysis after 30 days- Buy Scoutlabs if experience is positive

Phase 1. IntelligenceDiggsocial news website made for people to discover and share content from anywhere on the Internet, by submitting links and stories, and voting and commenting on submitted links and stories.

Todo’s- Follow Digg homepage at least once a day- Make an account and personalize- Integrate Digg RSS in iGoogle- Search for othe news RSS feeds- Integrate also othe feeds in iGoogle

Publishing Social Media default professional social media mix


Bebo

Cloob (IR)

CyWorld (SKorea)

Draugiem.lv

Facebook

Faces.md \ Impulse.bg

Friendster

Hi-5

Hyves (NL)

IRC Galleria (FI)

Iwiw.hu (HU)

Lide (CZ)

Mixi

Myspace

Nasza-Klasa (PL)

Netlog (SI)

One.it

Orkut

Perfspot

Skyrock

StudiVZ

Tuenti (SP)

V Kontakte

Wretch (TW)

Xiaonei

www.oxyweb.co.uk

October2008

Overview ofSocial Networksplotted on a world map

The data shows the highest ranking social network for each country by tra"c, not by members, page views or any other method. Data was taken from Alexa.com on 16th of oktober 2008. Alexa data comes from userswho have an Alexa toolbar as well as“data obtained from other diverse tra"c data sources” - Alexa.com.

Countries in grey do not have data available and for a few countries it was di"cult to identiy local social networks and therefor were omitted from the map.

Upload photos onlne

Uploaded a video onlne

Manage a social network profile

Written your own blog

Use micro-blogging webservice

November2009

Social Web Involvementin the Netherlands

Flickr is ranked #5 (20)*YouTube is ranked #5 (3)*LinkedIn is ranked #1 (12) Blogging is not in top10Twitter is ranked #10 (13)

* in World Traffic Rank (general ranking in Netherlands)

March2010

Netherlands

Overview ofSocial WebInvolvementplotted on a world map

The map provides a global snapshot of active social web involvement by market. The charts show the percentages those who are active by each form of social involvement. The size of the arch’s, represents the audience volume in millions. Visit globalwebindex.net to #nd the reasons behind the trends, how di!erent demograhics are involved, what motivates web users to get online and the quanti#cation of how brandsshould be active in social media.


More about the studyGlobal web index interviewed 32.000 web users in the 16 countries represented in this chart to provide a unique international perspective on web behaviour and social media involvement across the world. More importantly, Social Web Inex explored the impact on consumer behaviour, the power of social communications and the role for brands. The Global Web Inex was created by trendstream in partnership with Lightspeed research

Forrester research

Creators

Critics

Collectors

Joiners

Spectators

Inactives

0

February2008

Overview ofAge and activitywhat people are doing and who participates

This graph shows people by their activity and age group. Creators publish Web pages, write blogs, upload a video to sites like YouTube. Critics comment on blogs and posts ratings and reviews.Collectors use Really Simple Sindication (RSS) and tag Web pages to gather information. Joiners use social networking sites. Spectators read blogs, watch peer-generated videos, and listen to podcasts, Inactives are online but don’t yet participate in any form of social media.



October2009

50 57 57 59

4

3 3

16 31

28 16

4

18 7

14 20

14 12

3

15 10

17 25

20 10

3

11 8

16 29

20 11

11 18

23 23

16 10

7 22

36 18

12 5

13 34

28 14

8 3

13 30

27 16

10 4

4 9

34 37

16

22 14

36 20

8

17 10

48 18

7

12 9

47 24

8

90 64 64 72

14 M, 31 M6,1%, 2,4%800 M, 1,4 B85 M, 160 M6, 5.19:40, 9:00

110 M, 370 M45,6%, 28,8%52 B, 160 B3.1 B, 8.7 B28, 2320:00, 23:20,

5.6 M, 18 M10.1 %, 5.1%250 M, 650 M28 M, 74 M5, 4.111:40, 11:40

24 M, 66 M10,1%, 5.1%2.1 B, 4 B270 M, 550 M611 8.312:10, 11:40

Unique visitors:Reach:

Page views:Total visits:

Avg. visits per visitor:Avg. time on site:

Masters degree:Bachalors degree:

Some college:High school:

Less than HS diploma:

$ 0 - $ 25k:$ 25 - $ 50k:$ 50 - $ 75k:

$ 75 - $ 100k:$ 100 - $ 150k:

> $ 150k:

> 65:55 - 64:45 - 54:35 - 44:25 - 34:18 - 24

0 - 17

% women

% without children

Overview ofDemographicsDemographics of a fewmajor social networks

This graph shows the demograph-ics of four commonly used professional and semi professional social networks. All statistics are from Google Ad Planner and have been copied from a blog post of briansolis.com.



InformationisBeautiful.net

October2009

Overview ofGender BalanceChicks rule!

This graph shows the gender balance on social networking websites. Only one social networking website is a patriarchy, namely Digg. LinkedIn, YouTube, deviantART and Delicious are equalities and all (12) others are matriarchies.

This graph is based on US gender #gures and worldwide tra"c #gures.

* M = million more monthly female of male visitors



© T

OTAL

IDEN

TITY

56

• Innovation = communication - especially in the era of social media

• A social media profile is personal - focus on personal interest, strength and learning style

• A social media profile can be made up for a project or company the same way as for a person

• Social media is a container word that looses its definition - just like new media years ago

Novelties

1. There is no structuring principle of a social media profile - I introduced the ruler of online DNA

2. There is no scale to describe the extend of a person’s online profile - I introduced a scale

3. There is no structured way to improve a social media profile - I used the innovation process

4. There is no default professional social media mix - I introduced the social media spiral

Summary - what did I find out in this research?

a full overview of social media: a research adventure

Business