1. Context around engagement with Prof. Weigend + questions to student body Venkat Mynampati

2. Agenda What is social data - examples What is social media – examples Components of social media Questions to class

3. What is social data Any data created by users and published by them for the consumption of world Aka UGC – User Generated Content Examples Reviews Ratings Blog posts Blog comments Photos (if they are posted on fb wall or instagram)

4. Motivations for creating social data? Users relish the possibility of sharing Users relish the opportunity to demo their talent Anonymity enables users to freely express their opinions Part of a broader societal trend…a mass movement towards 3 rd stage of Maslow’s hierarchy

5. Maslow needs and social data - hypothesis SELF- ACTUALIZATION Talent, fulfillment SELF-ESTEEM Achievement, Mastery, Respect, Recognition BELONGING Friends, Family, Spouse, Love SAFETY Security, Stability, Freedom from Fear PHYSIOLOGICAL Food, Water, Shelter, Warmth User's emotional needHow social networks satisfy them Need to Belong/Relatedness Social Networks allows users to befriend other users, meet new people sharing common interests, and interacting with friends through blogs and guest books, fulfilling users’ need for belongingness and related- ness. Desire to Acquire Social Status Through their social networks, users can also acquire social status by linking to more friends, with many users linking to hundreds of friends. Users can also identify their top friends, allowing a user to essentially sort their friends, indicating which friends users hold highest in esteem. Desire to Acquire Au- tonomy and Independence Social Networks provides users with the ability to customize their profile page, including using back- grounds, music, and pictures allowing users to fulfill their need of autonomy and inde-pendence. Social data Consumers expect web-sites to engage them and allow them to express their personality

6. What is social media Social Networks Facebook Myspace(?) Orkut Google circles Blogs Twitter Forums Microsites

7. Social media functionality

8. Comparing Social Media functions of FB, LinkedIn and Youtube Dark color  Primary focus of site

9. Users expect ‘social-ness’ in a website To remain competitive, snapfish user interface need to evolve, as customer behaviors and technologies change Most customers use facebook…they are comfortable with sharing anecdotes and not-so-private stuff Most customers use Amazon and have come to expect ‘Ratings/Reviews’…even though very few may actually add them What is social-ness and how to do we know we are there?

10. Questions to class Identify social data options in snapfish… are there any what are they where are they how easy is it find them are they obvious to you (students) & end-users How do you increase their visibility so that their take-rate increases How do you engage cust0mers during photo book creation process…what elements of social data can be used during this process What are social aspects of photo-books and photos How Social Are Photo books? How can you make a photo-book social. What does it mean to be social

11. Questions to class How Expressive Are Photo books? i.e. how explicit is an event of a story documented in photo books. Is photo book a collection of photos, or is it a detailed documentation of a specific event. How to use social data / media to increase product exposure Research topic: How product category breadth influences user participation in creating social data How to use social data / media to survey customers, ask for their feedback on site experiences

12. Questions to class How to use social data / media to connect with customers…connect is to reach…make them interested How to use social data / media to engage customers…engage means to keep them busy on site How to use social data / media to tickle memories of customers, so that they would look back on their old photos / albums…conjecture is the more time they spend the chance they will buy increases