Prof. Hendrik Speck - IMEA 3 Heidelberg - Social Media prof. hendrik speck, imea 3, imea3, heidelberg, social media, risks, opportunities, insurance, trust, media, audience, reach, value, user, reputation, trust, loyalty, mediademogaphics, web 2.0, facebook, flickr, twitter, wikipedia

1. Social Media. Prof. Hendrik Speck University of Applied Sciences Kaiserslautern October 8 th , 2010 Heidelberg, Germany

2. 1. A Social Revolution 2. The Social Media Landscape 3. Social Media and the Enterprise 4. Case Studies 5. A Blueprint for Social Engagement Introduction

3. A Social Revolution

4. Source: Benz, Carl. Motorwagen . Vehicle and Combustion Engine. 1886 A Social Revolution

5. Source: New York Times. Newspaper Headlines . New York Times. Archive. 1851 – 1909. Status Quo.

6. Social Response. Source: New York Times. Newspaper Headlines . New York Times. Archive. 1851 – 1909.

7. Legal Response Source: Gesetz über den Verkehr mit Kraftfahrzeugen . May 3, 1909 and Führerschein. Drivers License.

8. Legal Response 1. Classification of motor vehicles 2. Construction, weight and equipment of motor vehicles 3. Licensing of drivers, driving tests and physical fitness of drivers; 4. Speed limits 5. Driving offences - dangerous, reckless and careless driving and driving under the influence of drink or drugs; 6. Limitation of hours of continuous driving 7. Compulsory insurance 8. Issue of Highway Code and conduct Source: Gesetz über den Verkehr mit Kraftfahrzeugen . May 3, 1909 and Führerschein. Drivers License.

9. Technical Response Source: E. J. Claghorn. Safety Belt. United States Patent Office. No. 312,085. February 10, 1885.

10. Profiles and Platforms. Social Bookmarking Social Video Sharing Social Photo Sharing Social Encyclopedia Social Community Social Music Community Social Networks

14. 1637 Tulip Mania ends (Netherlands) 1857 Wall Street Panic (USA) 1860 Railway Boom loses steam (Europe) 1873 Long Depression (Europe/North America) 1873 Gründerkrach crisis (Austria/Germany)) 1873 New York stock market crash (US) 1898 Klondike Gold Rush (US) 1907 Wall Street Panic (US) 1929 Wall Street Crash /Deep Depression Brief History of Decline No Hype in Sight

15. 1987 Black Monday / Wall Street Crash 1997 Crisis in South East Asia 2000 Dot Com Bubble/ Neuer Markt 2006 Property boom slows down (US/IE/UK) 2007 Web 2.0 / Second Life / (Buzzword) Bubble evaporates 2010 Social Media meets Reality 2014 Intelligent Sensors / Gadgets Web 2.0 Brief History of Decline

16. Selection of Leading Social Networking Sites in Germany. July 2007. Source: Comscore. German Social Networking Community Reaches 14.8 Million. September 19, 2007, Available: http://www.comscore.com/press/release.asp?press=1737 Total German 32,924,000 Internet Audience Social Networking 14,804,000 MySpace 3,650,000 StudiVZ Sites 3,113,000 JUX.DE 2,614,000 Piczo 2,004,000 Stayfriends 1,335,000 Netlog 1,251,000 Sevenload 1,143,000 Xing 685,000 Skyrock Network 507,000 MSN Groups 440,000 Social Networking Statistics

17. 156,000,000 Charlie Bit My Finger - Again! YouTube. 136,000,000 Evolution of Dance. User. Youtube. 130,000,000 Avril Lavigne. Girlfriend. Youtube. 100,000,000 Rihanna. Don’t Stop the Music. Youtube. 86,000,000 Britains Got Talent. Susan Boyle. Youtube. 80,000,000 Lady Gaga. Just Dance. Youtube. 70,000,000 Michael Jackson. Thriller. Youtube. 61,000,000 Britains Got Talent. Paul Potts. Youtube. 55,000,000 Free Hugs Campaign. User. Youtube. Social Networks Audience Comparison. Web 2.0, Social Networks, and Media. January 2010.

18. 31,500,000 Italy vs. France. Soccer Championship. 2006. TV. 22,000,000 Desperate Housewives. ABC. USA. TV. 20,100,000 Kanzlerduell. Merkel Schröder. 2005. TV 18,000,000 CSI: Miami. CBS. USA. TV. 15,500,000 Lost. Second Season Premiere. ABC. USA. TV. 14,800,000 Kanzlerduell. Merkel Steinmeier. 2009. TV 14,000,000 Yomiuri Shimbun. Japan. Newspaper 12,000,000 The Asahi Shimbun. Japan. Newspaper. 5,600,000 Mainichi Shimbun. Japan. Newspaper. Social Networks Audience Comparison. Web 2.0, Social Networks, and Media. January 2010.

19. 3,900,000 Bild. Germany. Newspaper. 2,400,000 The Sun. United Kingdom. Newspaper. 2,300,000 USA Today. USA. Newspaper. 2,100,000 The Wall Street Journal. USA. Newspaper. 1,100,000 New York Times. USA. Newspaper 1,000,000 Der Spiegel. Germany. Magazine. 820,000 Los Angeles Times. USA. Newspaper. 720,000 New York Post. USA. Newspaper. 700,000 Washington Post. USA. Newspaper. Social Networks Audience Comparison. Web 2.0, Social Networks, and Media. January 2010

20. The Social Media Landscape

21. Social networks and other companies’ “aggressive” attempts to target advertising according to users’ search behaviour risk damaging the internet industry’s reputation . „ „ Source: Edgecliffe-Johnson, Andrew. Google founders in web privacy warning. Financial Times. May 19 2008, http://www.ft.com/cms/s/0/9a877256-25de-11dd-b510-000077b07658.html Sergei Brin and Larry Page, Founder of Google

22. 1. User Information and Interests Social Networks Data Mining. Data Layers. 2. ??? 3. ??? 4. ??? 5. ??? 6. ???

23. 1. Account ID 2. User Name 3. First Name 4. Last Name 5. Academic Title 6. Academic Degree 7. Sex/Gender 8. Birth/Maiden Name 9. Relationship Status User Identifiers and Attributes. Social Network Analysis. 10. Sexual Preferences 11. Birthday 12. Sign of the Zodiac 13. Hometown 14. Country 15. Time Zone 16. Political Views 17. Religious Views Social Networks

24. 18. Address 19. City 20. Zip 21. Country 22. Website 23. Email 24. Mobile Phone 25. Land Phone 26. Fax Contact Information. Social Network Analysis. 27. Skype ID 28. ICQ ID 29. AIM ID 30. Yahoo ID 31. WindowsLive ID 32. GoogleTalk ID 33. Gadu-Gadu ID Social Networks

25. 34. Status 35. Employer 36. Position/Title 37. Company Website 38. Address 39. City 40. Zip Code 41. State 42. Country Work. Social Network Analysis. 43. Industry 44. Description 45. Wants 46. Haves 47. Time Period From 48. Time Period To 49. Business Organization Social Networks

26. 50. College/University 51. Class Year 52. Attended for 53. Degree 54. College/Graduate School 55. Concentration 56. Second Concentration 57. Third Concentration 58. Degree Education. Social Network Analysis. 59. High School 60. Class Year Social Networks

27. 61. Activities 62. Interests 63. Hobbies 64. Favorite Music 65. Favorite TV Shows 66. Favorite Movies 67. Favorite Books 68. Favorite Quotes 69. About Me Personal Information and Interests. Social Network Analysis. 70. Pictures 71. Uploaded Picture(s) 72. Picture Tags 73. Audio 74. Uploaded Audio 75. Audio Tags 76. Video 77. Uploaded Video(s) 78. Video Tags Social Networks

28. 79. Location 80. Contacts 81. # of Contacts 82. Messages 83. # of Messages 84. Events 85. # of Events 86. Guestbook Entries 87. # of Guestbook Entries Connection and Usage Information. Social Network Analysis. 88. Online Status 89. Login Time 90. Usage 91. IP Address 92. Network 93. Operating System 94. Browser 95. Screen Size 96. Language Social Networks

29. 1. User Information and Interests Social Networks Data Mining. Data Layers. 2. User Generated Content, Interaction 3. Third Party Associations and Content 4. Access and Connectivity 5. API's, Beacons, and Data Feeds 6. Merger of Social, Mobile and Local 7. Bio, Health and Social Sensors

30. 1. Require too much private information 2. Pseudonyms are not supported 3. Communication is not encrypted 4. Concept avoids privacy protection 5. Privacy options not implemented 6. Access of confidential multimedia files outside of platform 7. Resignation process complicated or difficult to find 8. Incomplete deletion of private data Social Networks Privacy Protection. Fraunhofer Institute. Source: Poller, Andreas. Privatsphärenschutz in Soziale-Netzwerke-Plattformen. Fraunhofer Institut für Sichere Informationstechnologie SIT. September 23, 2008, Available: http://www.sit.fraunhofer.de/Images/SocNetStudie_Deu_Final_tcm105-132111.pdf

31. 1. feeding unanticipated events into their activity stream, or exposing their activity stream to an unanticipated audience 2. eagerly and automatically linking between pages representing users’ different personae 3. mining different social networks for the purpose of merging users’ social graph Social Networks Undermining Privacy in Social Networks. Google. Source: Monica Chew, Dirk Balfanz and Ben Laurie. (Under)mining Privacy in Social Networks. Google Inc. Web 2.0 Security and Privacy 2009. W2SP 2009. 2009. Available: http://w2spconf.com/2008/papers/s3p2.pdf

33. Source: Deutsche Bundespost. Volkszählung 1987. Stamp. April 1987 Census (Volkszählung) 1987 and Visa Waiver Form. I-94W. Private Sphere and Privacy

34. (2) Der Nutzer räumt zoomer.de ein räumlich und zeitlich uneingeschränktes, kostenloses Nutzungsrecht an den von ihm auf dem Internetportal zoomer.de veröffentlichten Inhalten, insbesondere an den Diskussionsbeiträgen in Wort und Bild, den Bewertungen und Kommentaren ein. Das Nutzungsrecht erfasst insbesondere • das Recht, die Inhalte zu speichern und zu vervielfältigen und online im Internet auf zoomer.de sowie auf weiteren Internetportalen öffentlich zugänglich zu machen, soweit diese Internetportale auch von Unternehmen der Holtzbrinck-Gruppe (verbundene Unternehmen im Sinne von §§ 15 ff. Aktiengesetz) betrieben werden; Social Networks Rights Reserved by Platform. Zoomer.de Source: Holtzbrinck. Nutzungsbedingungen. Zoomer.de. Available: http://www.zoomer.de/news/nutzungbedingungen

35. Selling 13000 Oxford Students by hanno 200,000 British users, 10k daily active, $121.31 made yesterday by sourcecode 175000 user app for sale - Dating and Sex Test by goldfinger App for sale: 2M+ users by appdev2008 Over than 6000$ December Revenue - App For Sale by Tiger 105,308 adds yesterday with over $400 revenue - in one day! by Temporary 250k users / 2000$ by tolga Facebook App + Website 90,000 users $25,000 income since August by darbsllim apps making 1000.00 a day! by webguy2008 My Clothing Label - 200k+ Users - $0 starting bid by trianaglobal Social Networks Application/Data Market Place. Facebook. Source: Facebook Platform Developer Forum . Application Marketplace. Available: http://forum.developers.facebook.com/

36. Social Networks Platform Evaluation. Stiftung Warentest. Source: Stiftung Warentest. “Soziale Netzwerke: Ungeschützt.” Test. Vol. 2010, No. 4

37. Social Media and the Enterprise

43. StudiVz. Age Distribution in Percent. 2006/2008. Analysis Source: Hagen Fritsch. StudiVZ. Inoffizielle Statistikpräsentation. December 2006, Available: http://studivz.irgendwo.org/ and University of Applied Sciences Kaiserslautern. Analysis of Large Scale Communities. January 2008 5 2.5 7.5 10 15 2006 0 2006 Total 2006 12.5 2008 2008 Total 2008

44. 5 Male. Relationship Status in Percent and Age. 2008. Analysis Source: University of Applied Sciences Kaiserslautern. Analysis of Large Scale Communities. January 2008 2.5 0 Romance Open Relationship No Data In Relationship Married Single

45. Die Lokalisten. Social Network. 2007. Social Network Analysis Source: Heinen, Felix. Datenvisualisierung eines sozialen Netzwerks. Die Lokalisten. University of Applied Sciences Nürnberg. Diploma Thesis. 2007, Available: http://www.felixheinen.de/020.html

46. Die Lokalisten. Social Network. 2007. Social Network Analysis Source: Heinen, Felix. Datenvisualisierung eines sozialen Netzwerks. Die Lokalisten. University of Applied Sciences Nürnberg. Diploma Thesis. 2007, Available: http://www.felixheinen.de/020.html

52. 1. Brand Monitoring and Protection 2. Market Research, Competitive Intelligence 3. Customer Experiences, Opinions, and Insights 4. Network Structure and Opinion Leaders 5. Themes, Issues, and Events 6. Brand Loyalties and Purchase Decisions 7. Customer Relations and Support 8. Product Development and Quality Control 9. Communications, Marketing, and Metrics Usage and Purpose of Social Network Analysis. Social Web

53. Stage I. Community Presence and Listening. Obama Campaign. 2008. Source: BarackObama.com. 2009, Available: http://www.barackobama.com/ ; Barack Obama on YouTube . 2009, Available: http://www.youtube.com/user/BarackObamadotcom ; Barack Obama on MySpace . 2009, Available: http://www.myspace.com/barackobama ; Barack Obama on Facebook. 2009, Available: http://www.facebook.com/barackobama ; Barack Obama on Twitter. 2009, Available: http://twitter.com/BarackObama ; Obama’08 iPhone Application. 2008, Available: http://www.barackobama.com/iphone ; Change.gov. The Office of the President Elect. 2009, Available: http://change.gov/content/home The Social Web

54. Stage II. Theming. Obama Campaign. 2008. Source: Organizing for America. Obama for America. Available: http://www.barackobama.com/downloads/ The Social Web

55. Stage III. Celebrities, Attention, and Audience. Obama Campaign. 2008. Source: will.i.am. Yes We Can. will.i.am. February 2008. Video. Available: http://yeswecan.dipdive.com/ The Social Web

56. Stage III. Celebrities, Attention, and Audience. Obama Campaign. 2008. Source: Jewish Council for Education and Research. Sarah Silverman. The Great Schlep. 2008. Available: http://www.thegreatschlep.com/ or The Great Schlep. Facebook. http://www.facebook.com/album.php?profile=1&id=33348956673 or Itzkoff, Dave. Message to Your Grandma: Vote Obama. New York Times. October 6, 2008, Available: http://www.nytimes.com/2008/10/07/arts/television/07sara.html The Social Web

57. Stage IV. Community. Obama Campaign. 2008. Source: Ettinger, Amber Lee. Crush on Obama. Youtube. June 13, 2007. Available: http://www.youtube.com/watch?v=wKsoXHYICqU The Social Web

58. Stage IV. Community. Obama Campaign. 2008. Source: Organizing for America. Obama for America. 2008. Available: http://www.barackobama.com/downloads/ , Christopher Cox. Obama for President 2008. Change The Thought. http://www.changethethought.com/obama-2008/ , and Pardee, Alex, Sam Flores, Date Farmers, Separd Fairey, Antar Dayal, Mac. Upper Playground. Available: http://www.upperplayground.com/ The Social Web

59. Stage IV. Commodification. Obama Campaign. 2008. Source: mypresidentisblack. Cafepress. mypresidentisblack. 2009. Available: http://www.cafepress.com/black_president The Social Web

60. Stage 4. Commodification. Obama Campaign. 2008. Source: Head O State. The Official Obama Pleasure Toy. 2009. Available: http://www.headostate.com/ The Social Web

61. Case Studies

62. Public Perception vs. Corporate Image

65. Reputation - Management

67. What should a company do: the Feasible vs. the Legal vs. the Ethical ?

68. Queen of Sky. 2004 The Social Web Source: Ellen Simonetti. Queen of Sky. 2004. Available: http://queenofsky.journalspace.com/?cmd=displaycomments&dcid=371&entryid=371

69. 1. Justine. iPhone Bill. (Enterprise) 2. ATT Contract Cancellation. (Enterprise) 3. Domino’s Pizza Prank. (Employee/ PR) 4. United Breaks Guitars. (Employee/ PR) 5. Apple vs. Motorola Droid iCant. (Culture) 5. Nestle KitKat vs. Greenpeace. (PR) 6. BP Oil Spill Information Plunder. (PR) The Information Plunder. The Social Web

70. Social Media Perspectives: Outward Internal Inward

71. How should a policy for social media look like?

72. A Blueprint for Social Engagement

73. 1. Data must be Fairly and lawfully processed. 2. Processed for limited purposes. 3. Adequate, relevant and not excessive. 4. Accurate. 5. Not kept longer than necessary. 6. Processed in accordance with the data subject's rights. 7. Secure. 8. Not transferred to countries without adequate protection. Directive 95/46/EC of the European Parliament. Source: Directive 95/46/EC of the European Parliament and of the Council of 24 October 1995 on the protection of individuals with regard to the processing of personal data and on the free movement of such data. Official Journal. L 281, November 23, 1995, P. 0031 – 0050, Available: http://eur-lex.europa.eu/LexUriServ/LexUriServ.do?uri=CELEX:31995L0046:EN:HTML The Social Web

74. 1. Data Ownership. MySpace or Yourspace? 2. Data Visibility. Privacy / Youth Protection 3. Data Aggregation. Who can link? 4. Data Access. Who can change and delete? 5. Data Expiration. Forgetting and Forgiving. 6. Data Protection. Who guards and mediates? 7. Who controls and monitors? 8. Who rules and governs? Unanswered Questions: Data, Social, Politics, and Law. The Social Web

75. A Blueprint for Social Engagement

76. Social Media Engagement 1. Listen a) Be patient, polite and open minded b) Listen, identify issues, adopt pattern language c) Prepare objectives, agenda, and strategies d) Define goals, limits, policies // themes and issues e) Identify stakeholders, multipliers/first adopters f) Embrace change, foster transparency / openness LENiE. Listen / Engage / Network / Evolve.

78. 3. Network and Implement a) Connect and network of individual services and persons b) Engage with civil society/community / leave footprint c) Identify and support users, fans, opinion leaders and critics d) Invite, embed and support e) Support/develop social features, platforms & communities f) Hold community meetings/create communities and groups Social Media Engagement LENiE. Listen / Engage / Network / Evolve.

80. * * * End * * *

81. Professor Hendrik Speck contact (at) hendrikspeck [dot] com University of Applied Sciences Kaiserslautern Information Architecture Lab Amerikastrasse 1 66482 Zweibrücken Tel: +49 6332 914 360 Skype: hendrikspeck