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Social Media IST 331 - Olivier Georgeon April 15 th 2010 1.

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1 Social Media IST 331 - Olivier Georgeon April 15 th 2010 1

2 Examples Facebook YouTube Myspace Twitter Digg Etc…

3 Nominee for Nobel Peace Prize The Internet was nominated to the Nobel Peace Prize for promoting dialogue, debate and consensus through communication. 3

4 Why You Should Care eMarketer estimates by 2011 one-half of all Internet users will use social networking regulary. 4

5 Why You Should Care It’s not just for kids – In 2008, 43% of the U.S. adult population used online social networking at least once a month. That figure will rise to 49% in 2011. 5

6 Why You Should Care It’s still a lot of teens though – 83% of US teens today use social networks 6

7 Why You Should Care Advertising Spend – $2.1 Billion spent on social media in 2008 – $4.1 Billion social media spend by 2011 7

8 What is Social Media? Social Network User Generated Content (UGC) Social Bookmarking 8

9 Social Network Online communities of people who share interests and activities, … or who are interested in exploring the interests and activities of others. Examples: Facebook, MySpace, LinkedIn, Orkut 9

10 User Generated Content (UGC) Or Consumer Generated Media (CGM) Defined: Media content that is publicly available and produced by end-users (user). Usually supported by a social network Examples: Blogs, Micro-blogs, YouTube video, Flickr photos, Wiki content, Facebook wall posts, Second Life… 10

11 Social Bookmarking A method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata. Based on communities; – The more people who bookmark a piece of content, the more value it is determined to have. Examples: Digg,, StumbleUpon, and Reddit, 11

12 Social Media Principles Who you are – Personalization Who you know – Brows network What you do – Generate an activity stream – Share an activity stream – Process an activity stream 12

13 Generate an activity stream Automatic – Google History, Google Analytics Blog Micro-blog – Twitter, yammer, Mailing groups – Google groups Social network tools – Facebook, Digg, FriendFeed

14 Why Twitter works? Asking why twitter works? Time

15 News / Live Feed Time

16 There is some semantics Time

17 Google Groups Time

18 Share activity stream Web pages – Twitter, Facebook, friendFeed… email Sms – twitter IM – Twitter… RSS Feeds

19 RSS Feed List of Items With a time stamp Time

20 Time Aggregate your Life stream From different sources - Twitter - Blog - Facebook - Digg …

21 Process activity streaming Overwhelming amount of information – Need for abstraction Collaborative analysis Automatic formatting

22 RSS Feed aggregation Read

23 Google Reader RSS Feed aggregation Read

24 Google share items RSS Feed syndication Read Share

25 - Advanced Filter - Advanced syndication Automatic Feed processing: Time Abstraction

26 26/ 46 Modeling process Raw data Find a semantic Infer higher-level symbols Find patterns of interest Analysis Activity Time

27 Use social medias to improve your online presence 27

28 Tactics for Any Budget Host a blog Participate on industry leading blogs and conversations Host or sponsor a podcast Host/participate on discussion boards Try Viral video Create a group on a social network Run media on a social network Add social bookmarking links to your content 28

29 Best Practices Attempt to leverage an existing social networks. Avoid creating your own network surrounding your brand: Experiment with creating networks catering to specific audiences or special interests, not brands Listen and study the community before you enter the discussion Converse and don’t shout Be prepared to relinquish control of the brand Be honest and transparent about your involvement Learn through experimentation 29

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