Social media - Developments

Internet Librarian International

New, Niche and Regional
The Wonderful World of Social Media
Arthur Weiss
Email: a.weiss@aware.co.uk / Twitter: @awareci
www.marketing-intelligence.co.uk
15 October 2013
1
© AWARE 2013

Tel: +44 20 8954 9121 • Fax: +44 20 8954 2102 • Web: www.marketing-intelligence.co.uk

Social Media is more than Facebook
Or LinkedIn,
Google+,
Twitter,
etc.

© AWARE 2013


2

Social Media Explained?
Twitter:

I’m at #ILI2013

Facebook:

I Like ILI2013

Foursquare: I’m in Olympia for ILI2013
LinkedIn:
Pinterest:

Here’s an Infographic of the sessions at ILI2013

Google+:

Are there any technical sessions at ILI2013?!

Quora:

What is ILI2013?!

YouTube:

Watch a video of ILI2013’s keynote speaker

Instagram:

Look at me at ILI2013

Xing:

Ich bin mit einem Vortrag auf ILI2013

Viadeo:

Je présente à ILI2013

Flickr:
© AWARE 2013

I’m presenting at ILI2013

This is a picture taken at ILI2013


3

What is social media
•  We think we know… but…

© AWARE 2013


5

“Web 2.0” vs. “Social Media” vs. “Social Network”
“Web 2.0 is a platform whereby content and applications
are not created and published by individuals but instead
are continuously modified by all users in a participatory
and collaborative fashion”

“Social Media is a group of Internet based applications that
build on the ideological and technological foundations of
Web 2.0, and that allow the creation and exchange of user
generated content”

“Social networking sites are applications that enable users
to connect by creating personal information proﬁles,
inviting friends and colleagues to have access to those
proﬁles, and communicating between each other”
AM Kaplan & M Haenlein, Business Horizons, vol 5 pp59-68 (Jan 2010)
© AWARE 2013


6

“Some “Twitterati” Definitions
“Social media is like going to a
large party. Put on your best
outfit, try to be entertaining,
don't put own foot in mouth”

“Social Media = Sharing Caring
Conversations Online”
@ActiveLife

@srufo

“Media that allows discussion
and interaction, as opposed to
broadcast only”.

“A set of websites that allows
users to directly interact with
each other”

“An online communication
community where networks
formed by the members shape
the flow and formation of the
content”

“It is a thing of opposites;
compelling and annoying, time
wasting and time efficient,
useful and useless”

@leifkendall

@justingould

@Nenad

@nettya

http://econsultancy.com/uk/blog/3527-what-is-social-media-here-are-34-definitions
© AWARE 2013


7

“Gotta Share”
•  What’s the reason for the growth in social media?
! 
! 
! 
! 

Feeling connected in a disconnected world?
Sharing with friends and acquaintances?
Information Sharing / Provision
Boasting / Everybody else is doing it / Addiction….

•  Now watch the video – and spot how many social
media platforms are mentioned….

© AWARE 2013


8

“Gotta Share”

© AWARE 2013


9

The Life-Cycle of a Social Media Site
The history of Myspace
August 2003: Myspace founded
January 2004: Official launch
November 2004: 5 million users
July 2005: NewsCorp buys Myspace parent company for $580m
July 2006: Myspace becomes the most visited site in the US – with 80% of all
social networking traffic – with more visits than Google
April 2008: Facebook catches up – with both having
115m unique views per month

December 2008: Myspace peaks with 76m visitors in the US
© AWARE 2013


10

The Life-Cycle of a Social Media Site
The history of Myspace
April 2009: Chris DeWolfe, CEO & co-founder steps down as visitors fall
June 2009: 1600 Employees
January 2011: Almost half of employees are laid off (500)
April 2011: Myspace put up for sale
June 2011: 200 employees. Specific Media Group and Justin Timberlake jointly
purchase the company for approximately $35 million
June 2012: 25m unique visitors
September 2012: Myspace goes for a redesign
January 2013: The new Myspace enters its “beta phase”
June 2013: Most of existing content is deleted (without warning)
“Classic Myspace” discontinued. iPhone App is launched.
© AWARE 2013


11

Why is this relevant?
What goes up….
•  The current social networks fulfill a need…
•  Each is differentiated and serve different purposes
•  Contrast LinkedIn, Facebook, Twitter, Pinterest,
Google+, Foursquare….
•  But what about Xing, Viadeo….

When (if) a better “moustrap” comes along
they will fall…. But will there be money?
•  Bebo, Friendster, Six Degrees, Zynga, Myspace…
•  Orkut
•  ASmallWorld…
© AWARE 2013


12

Where are the opportunities for new
social networks
Mobile – Grindr, Instagram, Waze…
Regional / local – Streetlife, Weibo, Vkontakte
Hobbies – Goodreads, TripIt
Professions - Esqspot
Special interests – Sulia
The “Zeitgeist” – Ask.fm to Zombies
“The real world” – Meetup, AirBnB
© AWARE 2013


13

Mobile Social Networks

© AWARE 2013


14

Did you get the picture…

© AWARE 2013


15

Finding Love on the Phone

© AWARE 2013


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Regionalising: Streetlife, VK, Weibo

© AWARE 2013


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GoodReads

© AWARE 2013


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TripIt

© AWARE 2013


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Arthur Weiss is the managing director of AWARE - a UK
based consultancy specialising in marketing & competitive
intelligence analysis.
Contact Details:
Web Sites: www.marketing-intelligence.co.uk
E-mail:
a.weiss@aware.co.uk
Twitter:

@awareci

Telephone: +44 20 8954 9121
Fax:
+44 20 8954 2102

© AWARE 2013


28

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