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Friends, Connections and Tweeps
An Overview of Social Media’s “Big 3”
Michael Ryan
Interaction 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!
2
1/30/2015
What Are People Doing Online?
3
1/30/2015
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
4
1/30/2015
(Cohen, 2009)
(Elliance, 2008)
The Most Popular Social Media Websites
“The Big Three”
300 million users
50 million users
50 million users
5
1/30/2015
(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
6
1/30/2015
(Gualtieri, 2009) (Kazeniac , 2009)
News Feed (Home)
7
1/30/2015
Profile Pages (Wall)
8
1/30/2015
Fans (Super Friends)
9
1/30/2015
Groups
10
1/30/2015
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
11
1/30/2015
(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
12
1/30/2015
(Gualtieri, 2009)
Profile
13
1/30/2015
Connections
14
1/30/2015
Companies
15
1/30/2015
Groups
16
1/30/2015
“It’s Who You Know”
17
1/30/2015
Many Have Heard of Twitter, but…
18
1/30/2015
“Which of the following best describes your familiarity with Twitter?”
I've tried Twitter, but
don't use it regularly,
8%
I've heard of Twitter,
but I've never used it,
76%
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
19
1/30/2015
Profile
20
1/30/2015
@username
ReTweet
Who I am
Following
Feed
21
1/30/2015
Hash Tags
Reply to Tweets
Can also Direct
Message (DM)
#HashTags
22
1/30/2015
Trending Topics
(Chong 2009)
Brands on Twitter
23
1/30/2015
Brands on Twitter
24
1/30/2015
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
25
1/30/2015
(Moore, 2009) (Owyang, 2009) (Signorini, 2009) (Wroblewski, 2009a)
My Contact Types by Platform
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Friends
Colleagues
Companies
Strangers
26
1/30/2015
(following)
Intimate Offline Conversation
More Private IM, Email
Friendly, Playful
Professional
None, General
How Should You Communicate?
Communication Style Audience Platform
27
1/30/2015
Spouse
Partner
Family
Close Friends
Friends
Colleagues
Strangers
Private Messages
INTIMACY
Privacy
28
1/30/2015
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
29
1/30/2015
(Palmer, 2009) (Schmitt, 2009)
Fortune 100 Twitter Use
30
1/30/2015
(Lavrusik, 2009)
Low number of followers
Social Media Identity Theft
31
1/30/2015
Search for “Serion” on
Unauthorized Groups
500+ “Coke” groups on Facebook
32
1/30/2015
Unauthorized Groups
33
1/30/2015
157K members
Unauthorized Groups
34
1/30/2015
Twitter Personas
35
1/30/2015
What’s next?
36
1/30/2015
37
1/30/2015
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
38
1/30/2015
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/e3i8875589fada415ac24453382
c553f4da
• 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

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

  • 1. Friends, Connections and Tweeps An Overview of Social Media’s “Big 3” Michael Ryan Interaction Designer @ryaninteractive on Twitter
  • 2. Presentation Overview • Overview of Social Media • The Big 3 • Communication and Privacy Strategies • Social Media and Brands Ask questions at any time! 2 1/30/2015
  • 3. What Are People Doing Online? 3 1/30/2015
  • 4. 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 4 1/30/2015 (Cohen, 2009) (Elliance, 2008)
  • 5. The Most Popular Social Media Websites “The Big Three” 300 million users 50 million users 50 million users 5 1/30/2015 (Hitwise, 2009)
  • 6. 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 6 1/30/2015 (Gualtieri, 2009) (Kazeniac , 2009)
  • 11. 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 11 1/30/2015 (Facebook, 2009) (Wroblewski, 2009b)
  • 12. 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 12 1/30/2015 (Gualtieri, 2009)
  • 17. “It’s Who You Know” 17 1/30/2015
  • 18. Many Have Heard of Twitter, but… 18 1/30/2015 “Which of the following best describes your familiarity with Twitter?” I've tried Twitter, but don't use it regularly, 8% I've heard of Twitter, but I've never used it, 76% 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)
  • 19. “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 19 1/30/2015
  • 21. Feed 21 1/30/2015 Hash Tags Reply to Tweets Can also Direct Message (DM)
  • 25. 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 25 1/30/2015 (Moore, 2009) (Owyang, 2009) (Signorini, 2009) (Wroblewski, 2009a)
  • 26. My Contact Types by Platform 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Friends Colleagues Companies Strangers 26 1/30/2015 (following)
  • 27. Intimate Offline Conversation More Private IM, Email Friendly, Playful Professional None, General How Should You Communicate? Communication Style Audience Platform 27 1/30/2015 Spouse Partner Family Close Friends Friends Colleagues Strangers Private Messages INTIMACY
  • 29. 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 29 1/30/2015 (Palmer, 2009) (Schmitt, 2009)
  • 30. Fortune 100 Twitter Use 30 1/30/2015 (Lavrusik, 2009) Low number of followers
  • 31. Social Media Identity Theft 31 1/30/2015 Search for “Serion” on
  • 32. Unauthorized Groups 500+ “Coke” groups on Facebook 32 1/30/2015
  • 37. 37 1/30/2015 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
  • 38. 38 1/30/2015 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/e3i8875589fada415ac24453382 c553f4da • 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