Download - Twitter for Finland
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Twitter for FinlandTuomas KaittolaHeikki HemminkiPaulina Durán
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Snapshot of Finnish culture
Power distance
Individualism
Masculinity
Uncertainty Avoidance
Pragmatism
Indulgence
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50
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Under the surface
Straightforward
No small talk
Antisocial Humble
Only true interest in things
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Twitter & Finland
63,632 accounts tweeting in Finnish
Av. followers = 70 (median = 6)
Av. status updates = 280 (median = 10)
Sources: Finnish Twitter Census 2013 http://www.finnishtwitter.com/ Smartphone Penetration 2013 http://en.wikipedia.org/wiki/List_of_countries_by_smartphone_penetration
25,965 truly active accounts per month
Av. followers = 141 (median = 15) per month
Av. status updates = 653 (median = 62) per month
0.5% - 1.17% of total population, use it
Smartphone penetration = 45.5 %
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Redesign
Language Filters
Tweaked “Mute” “Only most important”
Surprise me Achievements Random questions Dual feeds
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Language
Lack of consistency: Not all information is available in Finnish
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Filters
Filter out retweets ”I’m following this person for a reason, I don’t want to hear what
other people have said!” Relatively high uncertainty avoidance -> more control
needed
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Even more filters
Filter out work-related tweets Filter out certain hashtags Filter out non-important tweets
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Surprise me
Finns like uncertainty, even if it is not always desired New ways to discover new people
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Achievements
More reasons to tweet
Beat your friends
Get famous
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Random questions
More examples:• Doing anything exciting this weekend?• I need to tell the world...• What's up?• What annoys you right now?• What’s going on?Increased
creativity!
Fresh ideas Less
uncertain
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Dual feeds
Two things at
once!
Both sides of
the conversa
tion
Exclusively for big screens
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Conclusions
Twitter is already working quite well Too much localization wouldn’t be a good idea Same design would work on similar cultures?
Let the user choose!
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Lessons
Finnish & Mexican cultures
Power distance
Individualism
Masculinity
Uncertainty Avoidance
Pragmatism
Indulgence
0
50
100
• Collectivism & individualism• Relationship oriented vs. Goal oriented• Tolerance & understanding