Social Network ServicesPsychosocial Technological Perspective

Motivation to Blog

• The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog:

1. self-expression2. life documenting3. commenting4. forum participating5. information searching

• The idea of being able to escape the real world

• Web-based technologies help to unlock existing human needs

TREND

Agenda

1. Technology megatrends impacting community2. Social Media3. Social vs Traditional Communication 4. Australians and social media5. The big shift6. Social everywhere7. Citizen facing systems8. Social Network engines9. Launching a social network service

Technology Megatrends

Internet of Things

Immersive

3D Cinema & TV

Apple iTravel

Remote Robot -QB

Electronic Publishing

Go-Nowhere-Gamers

• “Perhaps worryingly, a new generation will reject travel altogether in favor of gaming, social networking and ‘always on’ media,” the report states. “As in-home leisure is becoming more engaging, a group of young people will emerge who do not go out any more.”

Future of Free Time, April 2010

Social Media is not Conventional Media

“a many-to-many mediated communications model in which

consumers can interact with the medium, firms can provide

content to the medium and, in the most radical departure from

traditional marketing environments, consumers [people] can

provide commercially oriented content to the medium.”

Hoffman & Novak, 1997

8

How Social Media Supports the Myth of Paris

Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral,louvre,museum

Casablanca“We'll Always Have Paris”

City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

Network StructureConnectivity of 171 Doctors

Nielsen 2010 Social Media Report

• 9 million Australians interact via social networks• Content sharing is the most popular activity• 4 in 5 Australian Internet users shared a photo• Twitter usage grew by 400% in 2009• Nearly 3/4 of Australians read a wiki• 2 in 5 Australians interact with companies via social networks

Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/

16 million people in the UK accessed Internet via mobile phones in December 2009. Total of 6.7 billion pages and 4.8 billion minutes online during the month. Top 10 sites accounted for 70 per cent of both total pages viewed and total time spent online

Australia Leads Average Time Spent per Person on Social Media Sites in December 2009

The Big Shift

Yesterday Today

community-centric media(group centered)

networked individualism(Individual centered)

Virtual Community Social Network Services

Bulletin Board Systems Blogs

Usenet Google Groups

Zuckerberg: “We Are Building A Web Where The Default Is Social”(3rd F8 developer conference, San Francisco)

• Open (Interest) Graph – not only social connections between people, but connections people have with their interests—things,

places, brands, and other sites.

• Yelp might create one around restaurants, Pandora might create one around music. Add some “like” buttons and anytime someone likes a restaurant or song anywhere on the Web with a Facebook like button, that information will flow back into the Open Graph. So that Yelp will know what restaurants you and your friends have liked elsewhere and take that into consideration when giving you recommendations, or Pandora with music, and so on.

• Facebook is taking some of the information that pops up in people’s realtime streams and baking it into the Web. “The stream is ephemeral,” says Zuckerberg. “It is there for a few hours and then it mostly floats away. Services don’t understand the semantic connections between you and that restaurant.” But now Facebook can. Instead of the Web being defined only by hyperlinks (to the benefit of search engines like Google), Facebook wants it to be defined by social connections, likes and dislikes, interests that are coded and machine-readable. “Our goal is to use the open graph so people can have instantly social experiences wherever they go,” he says.

• The Open Graph is hugely ambitious. Just wait until Facebook plugs in targeted advertising by: Location, Age, Sex, Keywords, Education, Workplace, Relationship Status, Relationship Interests & Languages.

• The Open Graph API will allow any page on the Web to have all the features of a Facebook Page. Once implemented, developers can include a number of Facebook Widgets, like the Fan Box, or enable the transformation of any Web page so it functions similar to a Facebook Page.

suresh.sood@uts.edu.au

Geektoid Mangala

www.linkedin.com/in/sureshsood

twitter.com/soody

www.facebook.com/sureshsood

ssood

www.bravenewtalent.com/talent/suresh_sood

Hero5!

scuzzy55

soody

GreatMystery14

Share with friends.Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.

Livestation

All your channels in one placeSurf and email while you watchInstant, live chat with others watching LivestationDesktop alerts bring you breaking news and Livestation updates

TV 3.0

Twitter Experience - Plants & Washing Machines

Social Travel

General social networks and sites:Facebook (e.g. referrals to hotel web sites) Flickr (uploads from destination) Twitter (alerts on posted reviews, special offers e.g. Tornoto at 50% discount from Virgin America and geotagging use www.connectme360.com to check out ground content from destination tweets)LinkedInYouTube (video of destination experience)

Mobile social networks – foursquare and Gowalla

Travel Blogs – Travelpod and TravelBlog

Social Travel guides/networks – WAYN

Travel review sites – trip advisor and Travel Post

Online Travel Agencies (hotel reviews)

Challenges Connecting with Council

Implication: Engaged Citizen looking for new ways to connect with Council

WHAT DO CUSTOMERS WANT ?

Accessibility

Responsiveness

Knowledgeable People

Promptness

Promises Kept

Kept Informed

Follow Up

No Surprises

Do It Right First Time

A Relationship

Source : Ray Kurdupleski, (ex-AT&T) & Universal Card Services case study, Bradley T Gale, “Competing on Value”

Challenge Today : Move from Transactions Alone to Relationships

Current State= Transactions

We do this stuff well e.g.Fines, Service Fees …

Future State= Citizen Engagement(relationships)

We don’t do this really e.g. User generated content, ratings, reviews, 1:1 dialogue

Move to Citizen Facing Systems & RelationshipsFood Safety Offences (/www.foodauthority.nsw.gov.au/penalty-notices/) publishing breaches in food safety to the citizens of New South Wales in Australia.

Patient Opinion (www.patientopinion.org.uk/) facilitating dialogue between patients in the United Kingdom and the National Health Service

Toronto, MyBikeLane (toronto.mybikelane.com/) reporting bike lane violations in Toronto. Little Bee is top offender. So far, zero violations at http://sydney.mybikelane.com/

“Elegant Organisation”You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”.

Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) – “What Would Google Do?” Harper Business

“…why social objects are the future of marketing.” (MacLeod 2008)

Social Networks form around Social Objects**, not the other way around.

(** Term attributed to Jyri Engstrom) MacLeod Hugh (2008) GapingVoid.com

* Ruby on Rails * 54565 copies downloaded *To go live add a database and a web server * Follow a user, mutual following is friending * User-to-User Messaging * Profile Comments * User Blogs with Comments * Photo Gallery with Captions * Site Search for Friends * Profile Bio and Information * User Dashboard (Recent Activity of Friends) * Emailed Activity * Flickr Integration * YouTube Integration

Free Open Source Social Network Engines

*Apache web server, MySQL database system and PHP*Profiles*Activity Streams*Blogging / Microblogging*Pages*RSS / JSON*Widgets*Video*Social bookmarking*Groups*Access controls*Control who can access your content. *Web Services API*Documents*Photo Gallery* Multiple view support e.g. iPhone *http://community.elgg.org/ powered by elgg

http://community.brighton.ac.uk/

Powered by Elgg, the leading open source social networking platform

• platform facilitates carpooling and carsharing • put passengers in touch with drivers – who are

free to put a price on the rides they offer• 100,000 passengers find rides through

Comuto per month• traffic has doubled since volcanic eruption in

Iceland

Launching a Social Network Service0. Mobile 1. Photos, Videos, Latest Activity, Members, and Events2. Keywords for discoverability3. Welcome centre4. FAQs5. Moderation e.g. suspend members, own user moderation6. Kick start with champions/evangelists/passionates7. Latest activity8. Giveaways e.g. book from authors/guest visiting library9. Monitor registrations10. Members/volunteers as moderators11. Link to main web site12. Promote content via email, Twitter & Facebook 13. Share content on Facebook

Potential Economics of Social Content

Original Content = X

Original Content + Ratings/Reviews = 2X

Original Content + Ratings/Reviews + User generated content = 4X

Source: Happe R. (2009) Social Media in the Enterprise, GigaomPRO

95

5

0.1

99.8

0.2

0.003

99

1

0

Forrester Groups Social Media Activities Into Five CategoriesSeptember 2009 “Midlife Australians Flock To Social Media”

Middle-Aged Australians Increased Content Consumption And Use Of Social NetworksSeptember 2009 “Midlife Australians Flock To Social Media”

Middle-Aged Australians Increased Content Consumption And Use Of Social Networks (Cont.)

September 2009 “Midlife Australians Flock To Social Media”

Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives

Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.

Community Manager (online)

Bookkeeper:•Tax Saving Strategies•Technology & the Books•Little Known Tricks•Uber Up-to-Date News Source

Interior Designer:•Photo of the Day•Design Tips•EcoFriendly Design•Simplicity at Home

Become a Leading AuthorityProvide Value, Service and social exchange.

How to Participate in Conversations

• Conversational calendar• What topics do your customers care about ?• Review existing social media e.g. Fb or Twitter• Converse via complaints or solution provision

Caution!

“Children never put off till tomorrow what will keep them from going to bed tonight”

ADVERTISING AGE