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An outline of current status of social networks, an explanation of my view on why the explosive growth and finally some ridiculous but demonstrative examples of the future! This was presented to an audience of clubs, national governing bodies of sport and other sport related organisations and individuals at Channel 4 in collaboration with Sport England and as part of "All Together Now"
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Catchtherip+de,thenextofinnova+on…
GiFernandogi@techlightenment.com
TechlightenmentSocialnetworksandmedia
Agenda
• TheRip+de‐Socialnetworkingandmedia• Why?Commonthemesinsociety
• Backtothefutureofcommunica+onsandprivacy
• Stupidpredic+ons?
GrowthofFacebook
Source:Facebook,Techlightenmentanalysis
Socialnetworkfact:Ac+veusernumbersarecon+nuingtoaccelerate
Engagement
0
50
100
150
200
250
300
350
400
450
AverageMinutesperVisitor
AveragePagesperVisitor
Socialnetworkfact:Visitorsspendmore+meandgointomoredepth
Comscore
Demographics
Source:Facebook
• Facebookismorethanjustteenagers
Factsaboutsocialnetworks• 4outoftop10sitesintheworldaresocialnetworking
– MySpace,Facebook,Hi5,Orkut
– Calculatedtoincludereachandpageviewdata
• No3,4,and5topsitesintheUSareMySpace,YouTubeandFacebook
• Facebookisno2inUKtoGoogleUK,abovegoogle.com• hZp://vkontakte.ru/isthetopsiteinRussia,aFacebookclone.
• Facebookistheno2siteinTurkey,Canada,SouthAfrica
• Iwiwistheno1siteinHungary
• Fotologistheno1siteinChileandno3siteinArgen+na
• Naveristheno1siteinSouthKorea• Orkutistheno1siteinBrasil
Source: Techlightenment, Comscore and Alexa
1,171,089,861usersonsocialnetworks
Whoarepre‐loggedin
…andyouknowtheirfriends
Thisiswhereyouraudienceandtheirfriendslive
Thewebwillencroachmoreintotherealworldandmostthingswillbe“sociallyenabled”
Facebookisjustforstarters…
Whyhaveonewhenyoucanhave150? Asocialnetwork
allowsyoutoaccessaperson’sfriends.
Andtheirlikes,dislikes,rela+onships,preferences
Noteforadver+sers
Useyourrighttoengagewithpeople’sfriendswisely.The
Backlashisstrongandfast
ApplicaConsGrowth
• 20000apps,150beingaddedperday
• Acampaignwon’tjustgrow–youhavetopushit.
Source:Facebook/Techlightenment2008
Why?
Commonthemesinsociety
Evolu+on
• Managingfriendsisexpensive.Max=150?
• Thepuzzleofprosociality:Coopera+onvsCompe++on
• Determina+onofcheatsvsDetermina+onofrules
SocialNetworks
• Assistusinmanagingrela+onshipsby:– Savingbrainenergymanagingfriends
– Addingbite‐sizeemo+onalhelpers..Pokes,appsthatcanbesenttopeople
– Coopera+oninducersleadingtotransparency:events,groups….
– Cheatdetec+on(thefuture!)–helpingtoiden+fyfraudstersoutsideourface‐to‐faceenvironment
BACKTOTHEFUTUREContextaddedcommunica+ons
Social=Commswithvalue‐add
• Notjustacommunica+on,butcommunica+onwithadded:– Context
• Profileandfriends(social)• Previousmessages(historical)• Interests(relevance)
• Justliketheveryolddays….– Smalltribes– Transparencyandtrust– Gossip– Manyrolesperindividual
Privacy:TheRealHustle
Privacyisanindustry.Iden+tytheneasierintherealworldRealproblemiseduca+onandignorance.
Socialnetworksareheretostay,arethefuture,justasbasichumanins+nctsare.
TheFuture:Journeytothecentre
Mypredic+on:Somegreat(new)socialcommsinven+ons!
NotTheWeb 3.0: Innovation will happen where social meets the verge
Verge: noun, Edge or Border, an extreme limit beyond which something specified will happen
Social: of or relation to society or its organisation
Don’tFightIt.Experiment.Measure.Learn.
Media&SocialNetworks
JournalistsAgenciesReportersPoli+cians
TVExecu+vesProducers
Professionalsinvolvedinthecrea+on,collec+onanddistribu+onofmediainvolvingpeople;theirtask:totakegossip,updates,personalityprofiles,confessionandvoyeurismandmixituptocreateinterest.Theirtaskistorepresentthepeoplein“whatisbest”or“whatiscool”.
Update
Media&SocialNetworks
Relevance,passion,crea+vityandcommoninterestiskeyaswellashumantohumaninterest(voyeurism!).Notjustyourjob–yourpassionsandinterest
“Whatisbest/whatiscool”–Youdecide!
PeoplePassion,Crea+vity,Relevance,CommonInterest,HumanInterest
(Voyeurism)
PeoplePassion,Crea+vity,Relevance,CommonInterest,HumanInterest
(Voyeurism)
JournalistsAgenciesReportersPoli+cians
TVExecu+vesProducers
It’sjuststar+ng…
BryonyMaZhewman–YouTubeStar
Celebrity=Exposure=Easy
Humannature+newopportuni+estohavefans(i.e.friends–seeFreud!)
Confessionispartandparcel
Gesngyourself“outthere”isnoweasy–notjustpictures,butyourstory–profile,updatesandwhatfriendsyouhave.
Voyeurism?…shhh.
HumansareinterestedinHumans!
Humanslovegossip…
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