Forrester Research, Social Computing –

How Networks Erode Institutional Power, And What to Do About It

‘Social Computing is not a fad. Nor is it something that

will pass you or your company by. Gradually, Social Computing will

impact almost every role, at every kind of company, in all parts of the world.

What is Social Media?

Let’s connect

By Understanding…

Characteristics of Social Media Kinds of Social Media Social Media’s popularity Social Media’s effectiveness Social Media Drivers

Let’s get social

What is Social Media?

A group of new kinds of online media with 5 characteristics:– Participation– Openness– Conversation– Connectedness– Community

ConversationParticipation

ConnectednessOpenness

Community

SOCIAL MEDIA

I’m in too.

Participation

Encourages contributions and feedback Blurs the line between the concept of

media and audience

No barriers!

Openness

Open to feedback and participation Encourages voting, feedback,

comments and sharing of information No barriers to accessing and making

use of content

Hello there!

Conversation

Traditional media is about “broadcast”, content transmitted or distributed to an audience, social media is better seen as conversational, two-way

We’re LinkedIn!

Connectedness

Thrives on connectedness, via links and combining different kinds of media in one place

Let’s team up!

Community

Allows communities to form quickly and communicate effectively around common interests

So, what are Social Media Tools?

Social Media Tools

Blogs Social Networks Content Communities (folksonomies)

Wikis Podcasts Forums

Blogs

Best known form of social media Online journals, with entries appearing

with the most recent first– dilbertblog.typepad.com

Social Networks

Websites that allow people to build personal websites and then connect with friends to share content and communication– MySpace – 107 million members– Orkut – 67 million members– Facebook – 34 million members

Content Communities

Communities which organize and share particular kinds of content– Photos (Flickr)– Bookmarked links (del.icio.us)– Videos (YouTube)

Wikis

Websites that allow people to add content to or edit the information on them, acting as a communal document or database– Wikipedia - 1.5 million articles (English)

Podcasts

Audio and video files that are available by subscription through services like Apple iTunes

Forums

Areas for online discussion, around specific topics and interests

Predate the advent of the term ‘social media’ and are a powerful and popular element of online communities

It’s rocking!

Why is it so popular?

Truly social Sharing ideas Cooperating and collaborating to create

art, thinking and commerce, vigorous debate and discourse

Finding people who might be good friends, allies and lovers

It’s what we have built several civilizations on

It’s got impact.

The power of social media

Not great shiny, whizzy new technology, but because it lets us be ourselves, only more so…

We can find information, inspiration, like-minded people, communities and collaborators faster than ever before

New ideas, services, business models and technologies emerge and evolve at dizzying speed

What’s the driving force?

Driving Social Media

What are the fundamental drivers behind the rapid growth of social media?

Disruption of traditional models in:– Creation– Consumption

It’s about YOU!

Creation

Paradigm shifts in: – Media Production

The ‘YOU’ phenomenon– Blogs & User-generated content, mash-ups

It’s about YOU, again!

Distribution

Paradigm shifts in: – Media Distribution

Time-shifting – RSS & Search Engines – Podcasts

What does the future hold?

‘It is difficult, indeed dangerous, to

underestimate the huge changes this revolution will bring or the power

of developing technologies to build and destroy - not just

companies butwhole countries.’

Rupert Murdoch

Thank You!

Credit: Antony Mayfield, Head of Content & Media, Spannerworks

www.spannerworks.com/ebooks