the social media landscape

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PewInternet .org The social media landscape Lee Rainie, Director, Pew Internet Project 9.20.11 Rita Allen Foundation Email: [email protected] Twitter: @Lrainie

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Pew Internet Director Lee Rainie was asked to present about the state of social media, in particular how non-profit groups might think about using social media to promote their missions. He cites the newest data from Pew Internet Project surveys and describes how the “messaging environment” for non-profits is changing. He also describes how digital technologies affect the operations and outreach strategies of members of organizations. More: pewinternet.org

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Page 1: The Social Media Landscape

PewInternet.org

The social media landscape

Lee Rainie, Director, Pew Internet Project9.20.11Rita Allen FoundationEmail: [email protected]: @Lrainie

Page 2: The Social Media Landscape

Digital Revolution 1Internet (78%) and Broadband at home (61%)

64% 61%

Page 3: The Social Media Landscape

Consequences for info ecosystem

Volume Velocity

Valence /Relevance

Page 4: The Social Media Landscape

Consequences for info ecosystem

Explosion of creators and niches

Page 5: The Social Media Landscape

Digital Revolution 2Mobile – 83%

96% 90% 85%

58%

Page 6: The Social Media Landscape

Mobile internet connectors – 59% adults

62% 59% 55%

Page 7: The Social Media Landscape

35% own “smartphones”

Page 8: The Social Media Landscape

Cell phones as connecting tools

2/22/2011 8

% of cell owners

• 64% send photo or video– Post video 25%

• 55% access social net. site• 30% watch a video • 11% have purchased a product• 11% charitable donation by text • 60% (of Twitter users) access

Twitter

Page 9: The Social Media Landscape

Consequences for information ecosystem

Anywhere Any device

PresencePlace

Any time

Alone together

Page 10: The Social Media Landscape

Digital Revolution 3Social networking – 51% of all adults

Page 11: The Social Media Landscape

Consequences for information ecosystem

• Allows for immediate, spontaneous creation of networks

• Gives people a sense that there are more “friends” in their networks that they can access when they have needs

2/22/2011 11

Social Dashboard

Pervasive Awareness

Page 12: The Social Media Landscape

Social networks and social media become more important in people’s

information flows

Page 13: The Social Media Landscape

What does this mean?1) Social networks are more influential and are

differently segmented and layered

Sentries

Page 14: The Social Media Landscape

What does this mean?

Evaluators

1) Social networks are more influential and are differently segmented and layered

Page 15: The Social Media Landscape

What does this mean?

Audience = New media are the

new neighborhood

1) Social networks are more influential and are differently segmented and layered

Page 16: The Social Media Landscape

Social networks and social media become more

important in community building and maintenance

Page 17: The Social Media Landscape

Groups in America • 40% church, spiritual groups• 24% sports for self or children• 24% consumer groups• 22% charitable or volunteer orgs• 20% professional or trade groups• 19% neighborhood associations• 18% illness groups or personal situation• 17% hobby groups or clubs• 15% national or local organizations• 15% political parties• 14% alumni associations• 13% parent groups • 11% literary, study groups• 10% arts groups

• 9% are active in fan groups sports• 9% are active in youth groups• 8% labor unions• 8% fraternal clubs, sororities/fraternities• 7% environmental groups• 7% sports fantasy leagues• 7% veterans organizations• 6% gaming communities• 6% fan groups celebrities• 5% ethnic or cultural groups• 5% travel clubs• 4% farm organizations• 3% in fan groups for company/product• 3% “other”

Page 18: The Social Media Landscape

Social side of internet – participation in 27 kinds of groups

Page 19: The Social Media Landscape

Impact on “my” group participation

Page 20: The Social Media Landscape

The role of the internet in achieving group goals

Page 21: The Social Media Landscape

Other impacts of internet• 46% of the internet users who are active in

groups say the internet has helped them be active in more groups than would otherwise be the case.

• 24% of those active in groups say they discovered at least some of their groups on the internet.

• 23% of internet users say the technology allows them to spend more time with their groups.

Page 22: The Social Media Landscape

Social media and groups• 48% of those who are active in groups say that

those groups have a page on a social networking site like Facebook

• 42% of those who are active in groups say those groups use text messaging

• 30% of those who are active in groups say those groups have their own blog

• 16% of those who are active in groups say the groups communicate with members through Twitter

Page 23: The Social Media Landscape

What this means for organizations

• New pathways to members and stakeholders - news and mobilization

• New ways to find and celebrate acolytes/ambassadors

• New ways to be challenged by competitors and critics

• New ways to upbraided by the aggrieved

Page 24: The Social Media Landscape

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Are hot new gadgets and apps evident now?

Page 25: The Social Media Landscape

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Are hot new gadgets evident now?Hot gadgets and apps that

will capture the imagination of users in 2020 will often come “out of the blue” and not have been anticipated by many of today’s savviest innovators.

81% experts80% full sample

The hot gadgets and applications that will capture the imagination of users in 2020 are pretty evident today and will not take many of today’s savviest innovators by surprise.

16% experts17% full sample

Page 26: The Social Media Landscape

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Themes• iPhone, iPhone, iPhone• Innovation ecosystem will change: bandwidth / processing• Still, there are basic trends evident now and some

groundwork that has been in place for years that will yield innovation. – The internet of things - sensors proliferate– Mobile connectivity and location-based services grow– Bigger/thinner screens -- 3D displays– “Consolidated,” all-purpose gadgets and apps

Page 27: The Social Media Landscape
Page 28: The Social Media Landscape

Thank you!