the social media landscape
DESCRIPTION
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.orgTRANSCRIPT
PewInternet.org
The social media landscape
Lee Rainie, Director, Pew Internet Project9.20.11Rita Allen FoundationEmail: [email protected]: @Lrainie
Digital Revolution 1Internet (78%) and Broadband at home (61%)
64% 61%
Consequences for info ecosystem
Volume Velocity
Valence /Relevance
Consequences for info ecosystem
Explosion of creators and niches
Digital Revolution 2Mobile – 83%
96% 90% 85%
58%
Mobile internet connectors – 59% adults
62% 59% 55%
35% own “smartphones”
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
Consequences for information ecosystem
Anywhere Any device
PresencePlace
Any time
Alone together
Digital Revolution 3Social networking – 51% of all adults
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
Social networks and social media become more important in people’s
information flows
What does this mean?1) Social networks are more influential and are
differently segmented and layered
Sentries
What does this mean?
Evaluators
1) Social networks are more influential and are differently segmented and layered
What does this mean?
Audience = New media are the
new neighborhood
1) Social networks are more influential and are differently segmented and layered
Social networks and social media become more
important in community building and maintenance
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”
Social side of internet – participation in 27 kinds of groups
Impact on “my” group participation
The role of the internet in achieving group goals
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.
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
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
24
Are hot new gadgets and apps evident now?
25
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
26
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
Thank you!