1 / 31

Social Web

Social Web. Many slides adapted from Lora Aroyo http :// de.slideshare.net / laroyo. Daten & Informationen. Governance. Protokolle. Verhalten. Anwendungen. Emotion. Sozialisation. Wissen. Kognition. Produzieren. Konsumieren. Beobachtbare Makro-Effekte im Web.

aileen-pierce
Download Presentation

Social Web

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social Web Manyslidesadaptedfrom Lora Aroyohttp://de.slideshare.net/laroyo

  2. Daten & Informationen Governance Protokolle Verhalten Anwendungen Emotion Sozialisation Wissen Kognition Produzieren Konsumieren BeobachtbareMakro-Effekteim Web BeobachtbareMikro-Interaktionen im Web WWW

  3. MotivationsforMicro-interactions • Economicincentives • Earningmoney • Buyinggoods • Trading • Auctions • Socialincentives • Communicating • Dating (17% couples in SF in 2010 via internet) • Peer groups • Interest groups • Self-expression • Blogs • Entertainment • Music • Video • ... Multiple motivationsmayexistforoneaction Motivationsmayoverlap

  4. Social Web Sites = Social Media Sites + Social Networking Sites

  5. Social Sites Categories • Socialnetworkingsites (open vsclosed) • General purpose: e.g. Facebook, LinkedIn • Vertical: e.g. Couchsurfing, Dogster • Socialmediasites (open vsclosed) • Media types • Images: Flickr,... • Video: YouTube, MyVideo,... • Audio: Spotify, Last.fm,...

  6. What do people do on thesocial Web

  7. What do people do on thesocial Web

  8. http://www.fastcodesign.com/1664377/infographic-of-the-day-the-alchemy-behind-facebook-and-youtubehttp://www.fastcodesign.com/1664377/infographic-of-the-day-the-alchemy-behind-facebook-and-youtube

  9. CPM (cost per mille) Also CPI (cost per impression) An exampleofcomputingthe CPM: • Total costforrunningthe ad is $15,000. • The total estimatedaudienceis 2,400,000 people. • CPM iscalculatedas: ($15,000/2,400,000)*1000 = $6.25 per thousandviews

  10. CPC (cost per click) Also cost per action (CPA) • Much higherthan per thousandviews • Conversion rate • eCPM • EffectivCost per Mille

  11. Socialmediaactivities in numbers • 800+ million – # ofusers on Facebook bythe end of 2011. • 350 million – # ofFacebook usersthat log in totheserviceusingtheir mobile phone. • 100 million – # ofactiveTwitterusers in 2011. • 18.1 million – People following Lady Gaga. Twitter’smostpopularuser. • 250 million – # oftweets per day (October 2011). • 8,868 – # oftweets per second in August forthe MTV Video Music Awards. • 70 million – Total # ofWordPressblogsbythe end of 2011. • 1 billion – The numberofmessagessentwithWhatsAppduringoneday (October 2011). • 2.4 billion – Socialnetworkingaccountsworldwide. http://royal.pingdom.com/2012/01/17/internet-2011-in-numbers/

  12. “TenetsofSocial Computing”* innovationwill shiftfrom top-down tobottom-up • Designer housevsdesignercrowd • Consultant vstopcoder valuewill shiftfromownershiptoexperience • Car vsdriving • CDs vsaudiofilesowningvsrighttostreamaudio power will shiftfrominstitutionstocommunities • Uni Bayreuth vsGuttenplag Charlene Li (2006), http://www.socialcustomer.com/2006/02/the_forrester_s.html 10 yearsofsocialcomputing Not muchhaschanged?

  13. Social Web Stakeholders • Service providers • Community owners (often, but not always, identicalwith 1) • Institutionalactors • Politics • Companies • Brand owners • Marketers • Salesinstitutions • Lobby groups

  14. Social Web Stakeholders • Service providers • Community owners (often, but not always, identicalwith 1) • Institutionalactors • ... • NGOs • https://www.facebook.com/amnestyglobal?fref=ts • Diverse • https://www.facebook.com/pages/Institute-for-Web-Science-and-Technologies-WeST • https://www.facebook.com/MasterWebScience?fref=ts • Community member • Often: you!

  15. Daten & Informationen Governance Protokolle Verhalten Anwendungen Emotion Sozialisation Wissen Kognition Produzieren Konsumieren BeobachtbareMakro-Effekteim Web BeobachtbareMikro-Interaktionen im Web WWW

  16. Someinterestingquestionsforhosters & c owners Howtoretainusers on the web site • Maximizing ad gains (ad impressions) • Collectingandsellingdata (e.g. aboutusers) • Involvingthem in higher-valueactions • Targetedadvertising – higherclick-throughandconversionrates! • Datingservicestosingles • Childcareofferingstoparents • Sports ads in YouTube sportsvideos • Upselling: • makingthempayfor premium services(freemiummodel) • Making thempayforfurtherservices (games on FB) • Making thempayforotherservices(e.g. freemusic online, but highlypaidlifeconcerts!)

  17. Someinterestingquestionsforinstitutions Howtoaddresscommunitymembers such that • Ownreputationisimproved • Ownbrandismorevisibleand fashionable • Triggeringcommunitymembersto do: • Buying • Recommendationstofriends • Donationsto non-commercial institutions • Joining a group / studying ... • ...

  18. Someinterestingquestionsforyou • Communicate • Encounter • Learn • Self-express myself • Entertainmyself • Music • Video • ... • ... • Howto • Earnmoney • Buygoods • Trade Trust Recommendations

  19. WhatDoesthesocial web bring beyond web 1.0?

  20. New meansofcommunication • Beyond email, textmessaging, and mobile phone • Asychronous (not requiring real-time response) • A lotofcommunicationseems irrelevant & trivial • Somecanbehelpfulandinteresting • Somepeopleaddicted • Interestingtwistbetweenadvertisements, self-promotion andstillingcuriosityaboutcelebrities

  21. New form ofcommunities • Social web sitesare in essence online communities • Groups around a numberofnaturalattributes • Schools attended • Employers • Cities ofresidence • Groups aroundany type ofinterest, hobbyorcause • Helpingeachotherwininformation • Advice • Personal networks • Specificfunctions • LinkedInmostsuccessfulforitsrecruitmentservices

  22. New sourceofknowledge • beyondwhatsearchenginescandiginto • Search for „interesting cool video“ on Google • People candigintotheirnetworkofconnectionsto find answerstoquestions • Folklore knowledge • Friends-basednewsupdates • Friends-basedsenrendipity • „world-widedirectories“ ofpeople

  23. New sourceofentertainment • Recommendationsfor • Movies • Music • Artists • Readings • Trivia • ...

  24. New venueforself-expression • A surprisingly large numberofpeoplehavehad a strong desireforself-expression anddesireforself-satisfactionthatcomesfromhelpingothers • A majorreasonfor Wikipedia success • More than 10 millionarticles • Hundredsofthousandsofvolunteers • Reallyactivecrowdismuchsmaller • Postingseemstocreate a sense ofself-assuranceandbelonging

  25. Web 2.0 successandfailureforwhom?

  26. Systematicoverpredictionandunderestimation Recently in thenews: „Social Web isoverrated“ „Goodforserviceproviders“ „badforus“ • Tenet • Near-future implicationsareoverrated • Long-term implicationsareunderestimated • ....in almosteveryfieldatalmostany time...

  27. Systematicoverpredictionandunderestimation Onereason:

  28. Cognitive Surplus Let‘stalkabout human computationlater....

More Related