social media ist 331 - olivier georgeon april 15 th 2010 1
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Social Media
IST 331 - Olivier GeorgeonApril 15th 2010
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Examples
• Facebook• YouTube• Myspace• Twitter• Del.icio.us• Digg• Etc…
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Nominee for Nobel Peace Prize
• The Internet was nominated to the Nobel Peace Prize for promoting dialogue, debate and consensus through communication.
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Why You Should Care
• eMarketer estimates by 2011 one-half of all Internet users will use social networking regulary.
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Why You Should Care
• It’s not just for kids– In 2008, 43% of the U.S. adult population used
online social networking at least once a month. That figure will rise to 49% in 2011.
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Why You Should Care• It’s still a lot of teens though– 83% of US teens today use social networks
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Why You Should Care
• Advertising Spend– $2.1 Billion spent on social media in 2008– $4.1 Billion social media spend by 2011
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What is Social Media?
• Social Network• User Generated Content (UGC)• Social Bookmarking
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Social Network
• Online communities of people who share interests and activities,
• … or who are interested in exploring the interests and activities of others.
• Examples: Facebook, MySpace, LinkedIn, Orkut
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User Generated Content (UGC)
• Or Consumer Generated Media (CGM)
• Defined: Media content that is publicly available and produced by end-users (user).
• Usually supported by a social network• Examples: Blogs, Micro-blogs, YouTube video,
Flickr photos, Wiki content, Facebook wall posts, Second Life…
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Social Bookmarking• A method for Internet users to store, organize, search,
and manage bookmarks of web pages on the Internet with the help of metadata.
• Based on communities; – The more people who bookmark a piece of content, the more
value it is determined to have.
• Examples: Digg, Del.icio.us, StumbleUpon, and Reddit,
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Social Media Principles
• Who you are– Personalization
• Who you know– Brows network
• What you do– Generate an activity stream– Share an activity stream– Process an activity stream
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Generate an activity stream
• Automatic– Google History, Google Analytics
• Blog• Micro-blog– Twitter, yammer, identi.ca
• Mailing groups– Google groups
• Social network tools– Facebook, Digg, FriendFeed
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twitter.com
Why Twitter works?Asking why twitter works?
Time
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Facebook.com News / Live FeedTime
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plurk.com
There is some semanticsThere is some semantics
TimeTime
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Google GroupsTime
Time
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Share activity stream
• Web pages– Twitter, Facebook, friendFeed…
• email• Sms– twitter
• IM– Twitter…
• RSS Feeds
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RSS Feed
List of ItemsList of Items
With a time stampWith a time stamp
Time
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friendfeed.comTime
Aggregate your Life stream From different sources
- Twitter- Blog- Facebook- Digg…
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Process activity streaming
• Overwhelming amount of information– Need for abstraction
• Collaborative analysis• Automatic formatting
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Netvibes.com
RSS Feedaggregation
Read
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Google Reader
RSS Feedaggregation
Read
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Google share itemsRSS Feedsyndication
Read
Share
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Pipes.yahoo.com
- Advanced Filter- Advanced syndication
Automatic Feed processing:
Time
Time
Time
Abstraction
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Modeling processRaw data
Find a semantic
Infer higher-level symbols
Find patterns of interest
Analysis
ActivityTime
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Use social medias
to improve your online presence
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Tactics for Any Budget• Host a blog• Participate on industry leading blogs and
conversations• Host or sponsor a podcast• Host/participate on discussion boards• Try Viral video• Create a group on a social network• Run media on a social network• Add social bookmarking links to your content
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Best Practices
• Attempt to leverage an existing social networks.• Avoid creating your own network surrounding your brand:• Experiment with creating networks catering to specific
audiences or special interests, not brands• Listen and study the community before you enter the
discussion• Converse and don’t shout• Be prepared to relinquish control of the brand• Be honest and transparent about your involvement• Learn through experimentation
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