The Evolution & Future of Social Networking

Evolution & Future of Social Networking

Holly Bielawa & Lisamarie Babik

Copyright 2009 Menlo Innovations LLC

Introductions


Agenda   History of networking   The origin and use of personas   How does age affect your online habits?   Three Social Networks: Facebook, LinkedIn, and Twitter   What does the future hold?


History of Networking


The New Breed of “Social Networks”

Source: SmartMarketMovie.com Copyright 2009 Menlo Innovations LLC

Personas: Origin and Use

  Psychology: “The face you present to the world” - Carl Jung, Psychologist

  Marketing: “A person that represents the characteristics of your target market” - Corte Swearingen, Marketing Blogger

  Technology: “An archetype representing the needs, behaviors, and goals of a particular group of users ”

- Alan Cooper, The Inmates are Running the Asylum


Our Personas

Meegan George Betty


Meegan the Millennial   Early user of Facebook   Has grown up online   Primary online focus is

social   Little expectation of

online privacy


George the Gen-X’er   Has suffered the travails of

the Internet as its grown (e.g. viruses, pop-ups, identity theft)

  Primary online focus is business-related; uses social networking for work

  Very concerned about online privacy


Baby Boomer Betty   Came to computers late

in life   Uses Facebook to keep up

with her kids   Primary online focus is

social   Has modest expectations

of online privacy because she hasn’t been bitten yet


What People are Doing Online   One study of 49.3 million people found 120 million social

profiles   Each person averaged 2-3 social profiles   women spend more time on social networks building and

nurturing relationships   men are less likely to spend as much time nurturing

relationships as they are 'transacting.'

Source:RapLeaf Study


  Year Established: February 2004   Created by: Mark Zuckerberg @ Harvard University   # Unique Users to Date: 68 million

Source: InsideFacebook.com


  Year Established: May 2003   Created by: Reid Hoffman, formerly of Paypal   # Unique Users to Date: 6 million

Source: Wikipedia


  Year Established: March 2006   Created by: Jack Dorsey, Noah Glass, Biz Stone, and Evan

Williams   # Unique Users to Date: 11 million

Source: Wikipedia


How Does Age Affect Your Online Habits?

E-mail 3 1 1

Instant Messaging or Texting

1 5 n/a

Facebook 2 4 2

LinkedIn n/a 2 3

Twitter 4 3 n/a


What Do You Think the Future Holds?

“The most profound technologies are those that disappear. They weave themselves into the fabric of everyday life until they are indistinguishable from it.”

- Mark Weiser, chief scientist at Xerox PARC


Questions


For Further Study   Study of Social Network Users vs. Age

  http://business.rapleaf.com/company_press_2008_06_18.html

  Whee! New Numbers on Social Network Usage   http://news.cnet.com/8301-13577_3-10160850-36.html?tag=mncol

  Is Twitter’s Breakneck Growth Causing a Backlash?   http://www.cnn.com/2009/TECH/03/31/twitter.fail.whale/index.html

  Trouble with Twitter   http://www.youtube.com/watch?v=b5Ff2X_3P_4

  Quantcast Audience Profile   http://www.quantcast.com/


Contact Information Holly Bielawa Lisamarie Babik High-Tech Anthropologist® [email protected]

Menlo Evangelist [email protected]

Menlo Innovations LLC 410 N. Fourth Avenue, 3rd Floor Ann Arbor, Michigan 48104-1104

734-665-1847 http://www.menloinnovations.com

Facebook Group: Menlo Innovations LLC LinkedIn Group: Menlonians

Twitter: menloinnovation


The Evolution & Future of Social Networking

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Transcript of The Evolution & Future of Social Networking