wk1 intro social-media
TRANSCRIPT
Social media marketing: IntroductionMARK 360 Week 1
Topics for today’s class• Introduction to the course• Definitions of social media and social
networks• The history and growth of the
“participative internet” • Some key concepts in understanding
social networks• Who is doing what online and where
and what are they doing?
INTRODUCTION TO THE COURSE
Where to find course resources• Course philosophy– “Be tools agnostic! Build engagement
strategy around function, goals, and purpose - not specific tools.” Baer & Naslund
• Course outline• Course website - versoe.ca/viu
-class-resources/mark360/• Assignment information• Consent form
SOME KEY DEFINITIONS AND CONCEPTS
Terms and Definitions• Social media• Social network• Network effect• Walled garden• Social Graph• Dunbar Number• Attention economy
Social media• "a group of Internet-based applications
that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.“ Andreas Kaplan and Michael Haenlein
• Also sometimes called “consumer-generated media”
• So this defines social media as a technical mechanism - but what makes it *social*?
Social network (hint, it’s all about people)
• A network of social interactions and personal relationships.” Oxford English Dictionary
• “Networks are held together based on interpersonal relationships” Daniel Newman
• Community?
Key concept: the network effect
• The network effect – what does it mean?
• Related concept: “walled garden”
Image Source: Wikipedia
2 approaches to getting a viable network effect – solving the chicken and egg problem
1. the ‘connection first’ strategy: get as many people connect as you can (Facebook, Twitter)
2. The “content-first” strategy: “provide users with tools to create a corpus of content, and then enable conversations around that content” (Pinterest, Instagram)
Building the Next WhatsApp or Instagram: The Network Effect Playbook
Key concept: The social graph Social graph
defined: "the global mapping of everybody and how they're related“ (Brad Fitzpatrick)
Think: “six degrees of separation”
Using Social Graphs to Understand Your Network Part 1 and Part 2
Data visualizations of your social graph are available from LinkedIn and Facebook
But what about Dunbar’s Number?• Is there a biological constraint on social interaction?• Dunbar (1992) measured “correlation between
neocortical volume and typical social group size in a wide range of primates and human communities”
• Found the maximum number of “stable interpersonal relationships” that can be maintained to be between 100-200
• A person's time is finite – this gives rise to the idea that “attention and time are scarce resources”. Hence the concept of “The Attention Economy”
• Seth Godin appears to agree in this short video
Modeling Users' Activity on Twitter Networks: Validation of Dunbar's Number
How a network collapses• The death of
Friendster – lessons learned
• It takes more than a large number of active users, those users need strong ties or the network will collapse
The Friendster Autopsy: How a Social Network Dies (Robert McMillan. Wired. February 2013)
Messaging services utilize “close ties” – very rapid growth recently
From: Mary Meeker, Internet Trends 2015 (KPCB)
Frequency of communication more valuable than # of contacts
From: Mary Meeker, Internet Trends 2014 (KPCB)
THE HISTORY AND GROWTH OF THE “PARTICIPATIVE INTERNET”
Pre-web social media – 70s & 80s online life
MUD (Multi User
Dungeon)
BBS (Bulletin Board
System)
UseNet / Newsgroups
– search here
The Well – the first “virtual
community” still going, kind of
Listserv (automated mailing list)
IRC (Internet
Relay Chat) –
still used by many people
1978
1978
1979
1985
1986
1988
Then came the web – March, 1989
• The First Generation Web (1989 – 2003-ish)– Publishing medium; predominantly one-way / asymmetrical
• The Next Generation: Web 2.0 – What is Web 2.0? (Tim O’Reilly)
• Web 2.0 ... The Machine is Us/ing Us - the classic viral video by Mike Wesch from 2007 – The participative web– Publishing tools in the hands of users – communication now
2-way– User-generated content– The web is “us”– Focus on the user/participant – Media becomes “social”
The first “modern” social media Six
Degrees – first social network with user profiles
(closed in 2001)
LiveJournal (still
alive and living in Russia)
Napster (eventually merged
with Rhapsody in 2011)
Blogger (acquired by Google in 2003)
Epinions (killed off
in 2014 by owner eBay)
Wikipedia
Friendster (died 2009)
MySpace (sold by
NewsCorp in 2011.
Relaunched 2013)
1997
1999
1999
1999
1999
2003
2002
2001
Institutions versus collaboration• Clay Shirky's forward-looking TED
talk from 2005: Institutions vs. Collaboration (20m)
2003 – 2016Our “digital debris” lives in these places
WHO IS DOING WHAT ONLINE AND WHERE AND WHAT ARE THEY DOING?
Social networking demographics• The following slides contain data from the
Pew Research Internet Project (USA data only)• Up to date Canadian statistics more difficult to get
– eMarketer: Canada Neck and Neck with US on Social Network, Facebook Penetration (2014)
– eMarketer: Social Usage varies between men and women in Canada (2015)
– ComScore: 2013 Canada Digital Future in Focus Report– Canadian Digital Media Network
Social media usage by age
Comparison of major services
• Pinterest & Instagram growing. Facebook has flat growth but remains dominant
Pew Research Internet Project. Social Media 2015
Frequency of social media site use
• Facebook, Instagram, and Twitter have highest engagement levels, with multiple daily usage.
Pew Research Internet Project. Social Media 2015
Demographics • Facebook popular across a diverse mix of demographic
groups – used by 72% of adult internet users/62% of entire adult population. Most growth among seniors.
• Pinterest - women still more likely than men to be Pinterest users (44% of online population versus 16%)
• LinkedIn - especially popular among college graduates and higher income households.
• Twitter and Instagram - younger adults, urban dwellers • Substantial overlap between Twitter and Instagram user
bases• Demographics of key social networking platforms –
useful for the detail
Pew Research Internet Project. Social Media 2015
Number of social media sites used• 52% of internet
users use two or more of the social media sites (Facebook, Twitter, Instagram, Pinterest, and LinkedIn) – multiple site usage being a rising trend
Pew Research Internet Project. Social Media Update 2014
Mary Meeker (KPCB) Internet Trends Report 2015
Review of assignment 1- Individual use of social
media tools
• See instructions on course website
• A look at your use of social media
– Short anonymous survey on Google Drive
– http://goo.gl/forms/Cu7KKgr1GL– (the link is also on the course website
with the materials for today’s class)
To end today’s class