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Agenda
• TheRip+de‐Socialnetworkingandmedia• Why?Commonthemesinsociety
• Backtothefutureofcommunica+onsandprivacy
• Stupidpredic+ons?
GrowthofFacebook
Source:Facebook,Techlightenmentanalysis
Socialnetworkfact:Ac+veusernumbersarecon+nuingtoaccelerate
Engagement
0
50
100
150
200
250
300
350
400
450
AverageMinutesperVisitor
AveragePagesperVisitor
Socialnetworkfact:Visitorsspendmore+meandgointomoredepth
Comscore
Demographics
Source:Facebook
• Facebookismorethanjustteenagers
Factsaboutsocialnetworks• 4outoftop10sitesintheworldaresocialnetworking
– MySpace,Facebook,Hi5,Orkut
– Calculatedtoincludereachandpageviewdata
• No3,4,and5topsitesintheUSareMySpace,YouTubeandFacebook
• Facebookisno2inUKtoGoogleUK,abovegoogle.com• hZp://vkontakte.ru/isthetopsiteinRussia,aFacebookclone.
• Facebookistheno2siteinTurkey,Canada,SouthAfrica
• Iwiwistheno1siteinHungary
• Fotologistheno1siteinChileandno3siteinArgen+na
• Naveristheno1siteinSouthKorea• Orkutistheno1siteinBrasil
Source: Techlightenment, Comscore and Alexa
1,171,089,861usersonsocialnetworks
Whoarepre‐loggedin
…andyouknowtheirfriends
Thisiswhereyouraudienceandtheirfriendslive
Thewebwillencroachmoreintotherealworldandmostthingswillbe“sociallyenabled”
Facebookisjustforstarters…
Whyhaveonewhenyoucanhave150? Asocialnetwork
allowsyoutoaccessaperson’sfriends.
Andtheirlikes,dislikes,rela+onships,preferences
Noteforadver+sers
Useyourrighttoengagewithpeople’sfriendswisely.The
Backlashisstrongandfast
ApplicaConsGrowth
• 20000apps,150beingaddedperday
• Acampaignwon’tjustgrow–youhavetopushit.
Source:Facebook/Techlightenment2008
Why?
Commonthemesinsociety
Evolu+on
• Managingfriendsisexpensive.Max=150?
• Thepuzzleofprosociality:Coopera+onvsCompe++on
• Determina+onofcheatsvsDetermina+onofrules
SocialNetworks
• Assistusinmanagingrela+onshipsby:– Savingbrainenergymanagingfriends
– Addingbite‐sizeemo+onalhelpers..Pokes,appsthatcanbesenttopeople
– Coopera+oninducersleadingtotransparency:events,groups….
– Cheatdetec+on(thefuture!)–helpingtoiden+fyfraudstersoutsideourface‐to‐faceenvironment
BACKTOTHEFUTUREContextaddedcommunica+ons
Social=Commswithvalue‐add
• Notjustacommunica+on,butcommunica+onwithadded:– Context
• Profileandfriends(social)• Previousmessages(historical)• Interests(relevance)
• Justliketheveryolddays….– Smalltribes– Transparencyandtrust– Gossip– Manyrolesperindividual
Privacy:TheRealHustle
Privacyisanindustry.Iden+tytheneasierintherealworldRealproblemiseduca+onandignorance.
Socialnetworksareheretostay,arethefuture,justasbasichumanins+nctsare.
TheFuture:Journeytothecentre
Mypredic+on:Somegreat(new)socialcommsinven+ons!
NotTheWeb 3.0: Innovation will happen where social meets the verge
Verge: noun, Edge or Border, an extreme limit beyond which something specified will happen
Social: of or relation to society or its organisation
Don’tFightIt.Experiment.Measure.Learn.
Media&SocialNetworks
JournalistsAgenciesReportersPoli+cians
TVExecu+vesProducers
Professionalsinvolvedinthecrea+on,collec+onanddistribu+onofmediainvolvingpeople;theirtask:totakegossip,updates,personalityprofiles,confessionandvoyeurismandmixituptocreateinterest.Theirtaskistorepresentthepeoplein“whatisbest”or“whatiscool”.
Update
Media&SocialNetworks
Relevance,passion,crea+vityandcommoninterestiskeyaswellashumantohumaninterest(voyeurism!).Notjustyourjob–yourpassionsandinterest
“Whatisbest/whatiscool”–Youdecide!
PeoplePassion,Crea+vity,Relevance,CommonInterest,HumanInterest
(Voyeurism)
PeoplePassion,Crea+vity,Relevance,CommonInterest,HumanInterest
(Voyeurism)
JournalistsAgenciesReportersPoli+cians
TVExecu+vesProducers
It’sjuststar+ng…
BryonyMaZhewman–YouTubeStar
Celebrity=Exposure=Easy
Humannature+newopportuni+estohavefans(i.e.friends–seeFreud!)
Confessionispartandparcel
Gesngyourself“outthere”isnoweasy–notjustpictures,butyourstory–profile,updatesandwhatfriendsyouhave.
Voyeurism?…shhh.
HumansareinterestedinHumans!
Humanslovegossip…
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