Friends, Connections and Tweeps: An Overview of Social Media’s “Big 3”

transcript

Friends, Connections and TweepsAn Overview of Social Media’s “Big 3”

Michael RyanInteraction Designer@ryaninteractive on Twitter

Presentation Overview

• Overview of Social Media

• The Big 3

• Communication and Privacy Strategies

• Social Media and Brands

Ask questions at any time!

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What Are People Doing Online?

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Social Media Benefits

• Breaks news

• Provides information dissemination

• Filters information for users

• Builds community around people, brands and events

• Supplies conduit for consumer input and commentary

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(Cohen, 2009)

(Elliance, 2008)

The Most Popular Social Media Websites

“The Big Three”

300 million users

50 million users

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(Hitwise, 2009)

Facebook

The largest social media site

• Facebook is the most used social network by worldwide monthly active users

• On Facebook, users can create profile pages, post status updates, share photos, videos and communicate with “friends”

• Features include groups, event scheduling and games

• Active developer community for applications

• Less professional, more personal friendships

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(Gualtieri, 2009) (Kazeniac , 2009)

News Feed (Home)

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Profile Pages (Wall)

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Fans (Super Friends)

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Groups

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Facebook Stats

• 150 million users log on to Facebook at least once a day

• Average user has 130 friends on the site

• 55% Female, 45% Male

• 2/3 outside college

• Mobile Facebook users are almost 50% more active on Facebook than non-mobile users

• Facebook has 15 billion photos, 10 million videos

• 1 billion pieces of content (web links, news stories, blog

posts, notes, photos, etc.) are shared each week

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(Facebook, 2009) (Wroblewski, 2009b)

The world's largest professional social network

• Search for colleagues, former colleagues, classmates, and network

• Recommendations, groups, private messaging and other features

• Find guest speakers, co-authors, consultants, etc.

• More professional contacts

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(Gualtieri, 2009)

Profile

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Connections

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Companies

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Groups

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“It’s Who You Know”

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Many Have Heard of Twitter, but…

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“Which of the following best describes your familiarity with Twitter?”

I've tried Twitter, but don't use it regularly,

I've heard of Twitter, but I've never used it,

I've never heard of Twitter, 9%

I follow Twitter updates from others, but I've never written any

myself, 4%

I use Twitter regularly; I write and follow others'

updates, 3%

Source: Forrester Research North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US)

(Gualtieri, 2009)

“What are you doing” (in 140 characters or less)

• Easy to use messaging service built on texting model; open to many uses

• “It’s like a cocktail party where you can talk to anyone but they might not talk back… except everything you say is saved and searchable” (Gualtieri, 2009)

• Ask questions and get “quick, specific, helpful answers” (Ledwell & Kaniasty, 2009)

• “I like Twitter because it offers a broader conversation than Facebook. It's a great vehicle for connecting with a large number of people.” (McCord, 2009)

• Many add-ons. Link to photos (TwitPic). Send status to Facebook/LinkedIn. Create polls, etc.

• Can be professional or personal contacts

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Profile

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@username

ReTweet

Who I am Following

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Hash Tags

Reply to TweetsCan also Direct Message (DM)

#HashTags

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Trending Topics

(Chong 2009)

Brands on Twitter

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Brands on Twitter

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Twitter Stats

• 26 million Tweets per day (6 million contain URLs)

• 5% of Twitter users account for 75% of all activity

• Average Twitter user has 42 followers

• Content within Twitter posts can be classified as• 40.5% Pointless babble

• 37.5% Conversational

• 8.7% Pass-along value

• 5.85% Self promotion

• 3.75% Spam

• Only one quarter of US Internet users are under 25

• 53% Female 47% Male

• More than 50% of all updates are published using tools, mobile and web-based

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(Moore, 2009) (Owyang, 2009) (Signorini, 2009) (Wroblewski, 2009a)

My Contact Types by Platform

FriendsColleaguesCompaniesStrangers

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(following)

Intimate Offline

Conversation

More Private IM, Email

Friendly, Playful

Professional

None, General

How Should You Communicate?

Communication Style Audience Platform

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Spouse

Partner

Family

Close Friends

Friends

Colleagues

Strangers

Private Messages

Privacy

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Brands are Active on Social Media

Businesses turning customers into “fans”

• 46% of social media users have recommended or talked about a product or brand on Facebook

• 44% have done the same on Twitter

• 20% of all Tweets mention specific brands or products

• 40% of customers have “friended” a brand

• 26% followed a brand on Twitter

• 44% of Twitter followers are looking for deals

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(Palmer, 2009) (Schmitt, 2009)

Fortune 100 Twitter Use

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(Lavrusik, 2009)

Low number of followers

Social Media Identity Theft

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Search for “Serion” on

Unauthorized Groups

500+ “Coke” groups on Facebook

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Unauthorized Groups

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157K members

Unauthorized Groups

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Twitter Personas

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What’s next?

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Appendix A: References• Chong, S. (2009) 20 Hilarious Twitter Comic Strips. Penn Olson. Retrieved November

18, 2009, from http://www.penn-olson.com/2009/10/18/20-hilarious-twitter-comic-strips/ • Cohen, H. (2009) Social Media Is Changing the Content Marketplace. ClickZ. Retrieved

November 11, 2009, from http://www.clickz.com/3634076 • Elliance. (2008) Search Benefits of the Blogosphere. Retrieved November 11, 2009,

from http://searchengineoptimization.elliance.com/search-marketing-resources/seo-infographics.aspx?title=Search-Benefits-of-the-Blogosphere&Category

• Facebook. (2009) Statistics. Retrieved November 11, 2009, from http://www.facebook.com/press/info.php?statistics

• Gualtieri, L. (2009) Social Media Strategies. From Boston CHI meeting on 10/13/09.• Hitwise. (2009). Top 20 Sites & Engines. Retrieved November 16, 2009, from

http://www.hitwise.com/us/datacenter/main/ • Kazeniac A. (2009). Social Networks: Facebook Takes Over Top Spot, Twitter Climbs.

Compete Retrieved November 18, 2009, from http://blog.compete.com/2009/02/09/facebook-myspace-twitter-social-network/

• Lavrusik, V. (2009) STUDY: Most Fortune 100 Companies Don’t Get Twitter. Mashable. Retrieved November 18 2009, from http://mashable.com/2009/11/17/fortune-100-companies-twitter/

• Ledwell, J., Kaniasty, E. (2009). Tips from Two Tweeps: How User Experience Pros Find Value on Twitter. From UPA Boston: Usability and User Experience Conference on 5/26/09.

• McCord, M. (2009) New social media class at UNH: UNH offers business class on how to use Facebook, Twitter. Seacoastonline.com. Retrieved November 18 2009, from http://www.seacoastonline.com/articles/20091115-BIZ-911150333

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Appendix A: References• Moore, R. (2009) Twitter Data Analysis: An Investor’s Perspective. TechCrunch.

Retrieved November 11, 2009, from http://www.techcrunch.com/2009/10/05/twitter-data-analysis-an-investors-perspective/

• Owyang, J. (2009). A Collection of Social Network Stats for 2009. Web Strategy. Retrieved November 11, 2009, from http://www.web-strategist.com/blog/2009/01/11/a-collection-of-soical-network-stats-for-2009/

• Palmer, A. (2009). Social Media Users Tout Brands: Almost half of Facebookers, Tweeters use networks to talk about products and brands. Adweek. Retrieved November 11, 2009, from http://www.adweek.com/aw/content_display/news/client/e3i8875589fada415ac24453382c553f4da

• Schmitt, G. (2009). FEED: The Razorfish Digital Brand Experience Report. Retrieved November 11, 2009, from http://feed.razorfish.com/downloads/Razorfish_FEED09.pdf

• Signorini, A. (2009). Twitter receives 26M tweets per day, 22% are URLs. Tech Research and Life. Retrieved November 11, 2009, from http://deepintech.wordpress.com/2009/10/21/twitter-receives-26m-tweets-per-day-6m-are-urls/

• Wroblewski, L. (2009a, August, 17). Data Monday: Twitter Stats. Functioning Form. Retrieved November 11, 2009, from http://www.lukew.com/ff/entry.asp?871

• Wroblewski, L. (2009b, September, 7). Data Monday: Facebook Stats. Functioning Form. Retrieved November 11, 2009, from http://www.lukew.com/ff/entry.asp?882