social media and social networking demystified

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Produced under the Attribution-Share Alike 2.5 Australia license.

Social Media and Social Networking Demystified

Presented to: Society of Business Communicators Queensland

Peter Laurie

http://creativecommons.org/licenses/by-sa/2.5/au/

http://www.sbcq.com.au/

Outline● Communication Model● Richness vs Reach● Digital Media is Different● Social Network/Graph● Social Media● Case Studies

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Communication Model● Sender● Medium/Channel● Receiver● Message● Production● Transmission● Consumption● Storage


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Richness vs Reach● Richness

● What is the quality of communication?

● Reach● How many people can

you communicate with?

● Cost Constraint● Money, Time, etc.

Reach

Ric

hnes

s


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Digital Media is Different● Production

● scale, democratisation, mass-customisation, marginal cost

● Transmission● cost, speed, distance, location

● Consumption● choice

● Message● size, storage, indexed, interactive, incremental


Outline● Communication Model● Richness vs Reach● Digital Media is Different● Social Network/Graph (Reach)● Social Media● Case Studies

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Reach or Social Network/Graph

It's about who you know, and who they know,and who they know,

…


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Direct Connections● How many people

can you contact directly?


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Mediated Connections● Indirect contact

● These contacts don't know you.

● Word of mouth● Improved reach but...

Chinese Whispers● Control of message


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Reach● Combining direct and

mediated● 15 new connections

per contact● 1 → 15● 2 → 225● 3 → 3,375● 4 → 50,625

● Six Degrees of Separation


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Produced under the Attribution-Share Alike 2.5 Australia license.(this is a new slide)

So, given that you can “reach” these people, what is the value of having this large a network.


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Network Value – Sarnoff's Law● “Broadcast”● Based on one-way

communication● Prop. to N● Linear growth

● 10 → 10● 100 → 100● 1000 → 1000● 10000 → 10000


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Network Value – Metcalfe's Law● “Communication”● Based on Links● Prop. to N(N-1)/2● Non-linear Growth

● 10 → 45● 100 → 4950● 1000 → 49950● 10000 → 5 million

● Externalities


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Network Value – Reed's Law● “Collaboration”● Based on Groups● Prop. to 2N-N-1● Exponential Growth

● 10 → 1013● 100 → ~1030

● 1000 → ~10301

● Maximum effective group size?

http://www.reed.com/gfn/docs/reedslaw.html



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Network Value – Dunbar's Number● The number of relationships a person can

naturally manage.● ≈ 148● So doesn't that cap the other values?

● CRMs etc.


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Network Value – The Long Tail● At 200 people, 1% of

the network is 2 - you and your mate.

● At 20,000 people, 1% of the network is 200 – you can build a business around that.

● At 2,000,000: 20000 people.

● ...


Outline● Communication Model● Richness vs Reach● Digital Media is Different● Social Network/Graph● Social Media (Richness)● Case Studies

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Social Media

It's about messages and content that suit the social graph.


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Message Robustness● Chinese Whispers● Splitting Message and

Content● URL● tinyurl.com, bit.ly,

● Still need to be related?

● Campaigns and Tracking


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Message Enhancement● Authentic Messages● Much more valuable

when they come from someone you know.

● Trusted referral vs spam.

● Cluetrain Manifesto


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● Mediated contact conversion to direct contact● Network becomes

more dense● They get closer● Their contacts get

closer too

Connecting with Someone


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Summary● It's mostly the same game

● The rules rhyme at least● Digital media is different● Social Graph

● Formalised 'word of mouth'● Social Media

● Digital messages and content● Tuned for the Social Graph


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Case Study: Facebook● Social Graph

● Reconnect to with people and to keep up to date with them.

● Social Media● Status Updates/Microblogging: “Peter is...”● Photo Sharing● Events

● Business Model: Advertising, Market Research● Other


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Case Study: Twitter● Social Graph

● Make new connections based on Tweets.● Following/Followers/Updates

● Social Media● Microblogging.● Sharing media via URL Shortening.

● Business Model: ?????● http://business.twitter.com/twitter101 ● The Twitter Book


http://business.twitter.com/twitter101

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Junta

● Junta, n; a small group of people who seek to gain power through revolution.

● Effective, then Efficient, then Elegant● Prototypes and Proofs of Concepts● Bespoke Software● Engagement Models● How you can help me do what I love doing


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email: [email protected] skype: pjlaurie twitter: @pjlauriefacebook: pjlaurie mobile: +61 410 617 936 linkedin: http://www.linkedin.com/in/pjlaurie

Produced under the Creative Commons Attribution-Share Alike 2.5 Australia license.

Questions?


http://twitter.com/pjlaurie

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LinksWikipedia is a good place to start in general.

Richness vs Reach - http://www.blowntobits.com/b2b/

Sarnoff's Law - http://en.wikipedia.org/wiki/Sarnoff%27s_law

Metcalfe's Law - http://en.wikipedia.org/wiki/Metcalfe%27s_law

Reed's Law - http://en.wikipedia.org/wiki/Reed%27s_law and http://www.reed.com/gfn/docs/reedslaw.html

Dunbar's Number - http://en.wikipedia.org/wiki/Dunbar%27s_number

Long Tail - http://en.wikipedia.org/wiki/The_Long_Tail and http://thelongtail.com/

Cluetrain Manifesto - http://www.cluetrain.com/ and http://www.cluetrain.com/book/95-theses.html


http://www.blowntobits.com/b2b/

http://en.wikipedia.org/wiki/Sarnoff%27s_law

http://en.wikipedia.org/wiki/Metcalfe%27s_law

http://en.wikipedia.org/wiki/Reed%27s_law


http://en.wikipedia.org/wiki/Dunbar%27s_number

http://en.wikipedia.org/wiki/The_Long_Tail

http://thelongtail.com/

http://www.cluetrain.com/

http://www.cluetrain.com/book/95-theses.html

social media and social networking demystified

Technology