adina madularea

A peek inside the Social Networks in Romania

(Twitter, Facebook, HI5)

A peek inside the social networks in Romania

2Objectives & Methodology

WHAT?

• Explore users’ perceptions and motivations of using on-line social networks (Twitter, Facebook, HI5)

• Explore the perceptions and expectations of online networks’ users towards brands’ presence and communication within the context of social networks

HOW AND WITH

WHOM?

• beginning of September 2009

• Bucharest

• 3 phases:Phase 1: a blog with users* of different social networks, aimed to collect information regarding perceptions and usage of the social networksPhase 2: asking experts’ opinion about current status and trends of social networks in RomaniaPhase 3: 3 focus groups with users of the three social networks* Users of social networks: men and women, aged between 18 – 30 y.o., using actively one of the three social networks (Twitter, Facebook, HI5)

WHEN?

WHERE?


3Today…

…about the social networks users’ point of view!

• How do they see themselves as users of a

particular social network? What are they looking

for there?

• And how do others perceive the users of a

particular social network?


4Twitter users

- Early adopters, opinion leaders

- Blog owners (have a point of view to share)

-Focused on networking

How do they see themselves?

How do the Facebook users see them?

?! (no overlap)

How do the experts see them?

How do the HI5 users see them?


5Twitter users: self-perception

Information is their reason to be!

Twitter is for them an efficient tool for…

…promoting one’s opinions and ideas

…offline socialization by organizing ad-hoc events and offline meetings

Oriented towards achievement and self-development

…problem solving

Expect to find on Twitter straightforward communication, “breaking news” and practical information!

On Twitter is the individual always connected and up-to-date


6Twitter users perceived by Facebook users

Opinion leaders, aspirational models, but, at the same time, self-absorbed and too much focused on self-development

• Twitter is like a “trophic chain”, but of information

• “Individuals with an active life and passionate about what they do”

• “People who have something intelligent to say in real time!”


7Facebook users

How do the experts see them? How do they see themselves?

How do the HI5 users see them? How do the Twitter users see them?

- Educated, decent people (young professionals)

- Blog readers (follow others’ points of view)

- Focused on belonging and sharing


8Facebook users: self-perception

On Facebook is “the network that matters”

“It is my private area that I am controlling”

“sharing common interests”

Moments of relaxation

Facebook is for them a tool used for…

… promoting good causes

…virtual entertainment

…self-image management

Expect to find on Facebook information from private and entertainment area related to their interests!


9Facebook users perceived by Twitter users

People who are ok, but rather focused on virtual socialization and entertainment

• “On Facebook you may find one’s illustrated personal history”


10Facebook users perceived by HI5 users

“It’s not cool anymore to be in the same flock and Facebook is the new temptation!”

“Facebook is for polished people! It is elitist”, but…

…your presence there requires certain standards that makes you behave in a stiff manner!


11HI5 users

How do the experts see them? How do they see themselves?

How do the Twitter users see them?

How do the Facebook users see them?

- “HI5 is the OTV of Romania – the channel with the highest audience, but full of ‘cocalari’”

- Focused on self-expression


12HI5 users: self-perception

“HI5 is like New York – heterogeneous, diversified, brightness and misery together! But, for all, HI5 means entertainment in different forms!”

For younger users, “HI5 a tool for over-promoting self-image and self-praise”

For older users, “HI5 is already a routine” and “represents the nostalgia for adolescence years”

Expect to find on HI5 entertainment and attention!


13HI5 users perceived by Twitter and Facebook users

For Twitter users they are not-ok people – “indecent” and “shallow” (“HI5 is the place for cocalari, pitzipoance”)

Facebook users are more tolerant – “shallow people for whom their ego and (low-quality, cheap) entertainment matters”


14Instead of conclusions…

STABILITY

SELF-ORIENTEDORIENTED TOWARDS THE

OTHERS

Tolerance

Power

Adventure

Independence

Accomplishment

Dependency

Conformism

Inspiration

Virtue

Self-indulgence

Belonging

DEVELOPMENT

Caution

* Note: The “wheel of values” is a model which helps create typologies. It implies putting social behaviour, personality, values, and emotions of the users on a 2-axis system built on the basis of universally-valid values: STABILITY – DEVELOPMENT vs. SELF-ORIENTED – ORIENTED TOWARDS THE OTHERS/ ALTER - ORIENTED.


15What have we learned so far?

If in your brand’s DNA are values such as:

InnovationStatus

Wisdom…

…go on Twitter

• Think of your brand’s DNA when choosing the social network to be active in!


CaringBelonging

Protection…

…go on Facebook


Self-indulgence Love/ sexuality

Popular…

…go on HI5

THANK YOU!

You can get for free the complete results of the qualitative study by contacting Adina Mãdulãrea: [email protected]