I loved this class! It helped me a lot to test the ideas we had as a Pod about MySpace, as well as generate more ideas on how to use this media and the different type of users for MySpace and Facebook. Just to give you an idea on the users, 4 out of 17 11th graders in our class use Facebook, 15 use MySpace!
I don't want to repeat the things that Vanessa and Anna have already said, so I will just let you know my key takeaways from the class.
1. Facebook has stimulated people to share more about themselves by having privacy settings that make the user feel more comfortable. As Matt said, "the more you can control the information, the more you will be willing to share" I loved it when he compared Facebook to the NY Times or Us Weekly about your friends... hilarious, cause that's exactly how I use it.
2. Always keep in mind the impact of social pressure. How does this usually work in Facebook? "6 of your friends have joined the group..."
3. Julio 5 tips were great. But the one I found more impactful was the power of "getting people angry", not to the point where they hate, but far enough to stimulate people to take action about uncomfortable issues.
4. Finally, Facebook has become highly important in communication. 70% of Facebook users use Facebook more than email in order to share information. This is a reality and the challenge now is how to use it for the right purposes.
Speakers email addresses:
Matt: mattwyndowe@facebook.com Twitter: wync
Julio: julio@experienceproject.com
Wednesday, March 4, 2009
The Perfect Storm of Social Technology
Hey Team PoST,
We (Alex and I - Donors Are Sexy Pod) are trying to follow a recommendation by Julio (Vasconcelos) to try to leverage the power of the different social tech tools to create what he called "The Perfect Storm" of social technology.
To do that, we created a new post on our Blog and included a Digg button as our first step. Our hope is that we get Dugg enough times to get some space on Digg's main page. Julio said you need as little as 200 Diggs to be there. If that works, then we hope we can get to be a featured video in YouTube, which could really boost our reach.
To get the blog read and Dugg we will try to use Facebook (our networks and the group page) and also reach out to two prominent Twitter-ers we learned about in class: Casey Wright and Sarah Milstein to see if they can help us spread our message.
So, if you want to check out our latest post to the blog, follow this link
Also, since you're going there, we would love if you Dugg it! If you still don't have a Digg account, I recommend it, specially now that they are working on a recommendation engine for news that's going to help us filter through the huge amount of content available today.
We (Alex and I - Donors Are Sexy Pod) are trying to follow a recommendation by Julio (Vasconcelos) to try to leverage the power of the different social tech tools to create what he called "The Perfect Storm" of social technology.
To do that, we created a new post on our Blog and included a Digg button as our first step. Our hope is that we get Dugg enough times to get some space on Digg's main page. Julio said you need as little as 200 Diggs to be there. If that works, then we hope we can get to be a featured video in YouTube, which could really boost our reach.
To get the blog read and Dugg we will try to use Facebook (our networks and the group page) and also reach out to two prominent Twitter-ers we learned about in class: Casey Wright and Sarah Milstein to see if they can help us spread our message.
So, if you want to check out our latest post to the blog, follow this link
Also, since you're going there, we would love if you Dugg it! If you still don't have a Digg account, I recommend it, specially now that they are working on a recommendation engine for news that's going to help us filter through the huge amount of content available today.
Cheers,
Donors Are Sexy! Team
Tuesday, March 3, 2009
Facebook Case
Monday's class was amazing.
We not only had Matt Wyndowe and Julio Vasconcellos talking about Facebook, but we also had the students from the East Palo Alto Phoenix Academy contributing to the session.
The 3 main points explored during class were:
1) How ideas spread
2) Why ideas spread
3) What ideas spread
How ideas spread
While in the past we had limited tools to spread ideas (e.g. letter to a newspaper, message in a t-shirt etc), today we have several such as blog post, comment on the net, video post etc.
Why ideas spread on Facebook
- Massive scale: 175M users (50% log in every single day)
- Identity: users contribute with their real-world identity
- Friends: users connect with real-world friends
- Distribution: the best content is distributed - what matters to the user
- Privacy settings are different from what we had before in the Internet. Before it was either everything private or everything public (e.g. email versus video post)
- The "newsfeed" is a "magazine about your friends" passively shared
- There is no cost to share information and it can be viral
- Friends help you to find content. They "filter" the content for you
5 winning strategies to spread ideas on Facebook
1) Appeal to vanity - people want to look cool
2) Get people angry - they will join a group against x
3) Cuuuuuuuute sells - use cats, babies, dogs (I love the "cuuuuuute")
4) Social proof - again, people want to look cool. People want to be part of a group
5) Everyone can save the world - or at least everyone thinks they can save the world
Some moments during this session I wondered what the Privacy group was thinking about some points - specifically about the filter in each user's newsfeed. I would love to hear their thoughts.
Monday, March 2, 2009
What we talked about:
- How ideas spread
- Why ideas spread on Facebook
- What ideas spread
- Example: captain Junkies
How ideas spread: a brief history
Cave drawings -> stone -> printing press -> telegraph -> phones -> tv -> fax machines -> mobile phones
1970s/1980s: easy to communicate one on one, but what if you wanted to communicate broadly to a group of people (one to many)?
Now: new tools that let you broadcast messages to the world really, really easily
“I would expect that next year, people will share twice as much information as they share this year, and next year, they will be sharing twice as much as they did the year before.” - call it Zuckerberg’s Law of Information Sharing
Why ideas spread on Facebook
3 things that make Facebook unique:
- 1. Identity - users connect with their real world identity.
- 2. Friends - users connect with real-world friends.
- 3. Distribution – the best content is distributed across the social graph.
Privacy control means more sharing: the higher the privacy settings, the more likely people are to share.
Main ways to distribute content on Facebook:
- newsfeed (this means that things can spread virally without a single dollar spent on marketing
- groups and applications can go form 2 members to millions of members within a matter of weeks: this is really unprecedented in social technology).
What ideas spread
Five winning strategies for the types of ideas that spread:
- Appeal to vanity (i.e. Facebook notes feature “25 random things”; hotness application)
- Get people angry (i.e. starving dog at art exhibit)
- Cuuuuute sells (i.e. fluff friends application)
- Social proof
- Everyone thinks they can save the world (showing that you care about cause; i.e. “causes” application)
Example
Captain Junkies (Logan presents application on Facebook)
Concluding comments:
- This Friday (03/06) is an off-site
- Jennifer will send out email with location of where Monday’s presentations will be held
- Please send all presentation materials to Jennifer so that things run smoothly next Monday
- Feedback evaluations are coming – watch your inboxes.
- How ideas spread
- Why ideas spread on Facebook
- What ideas spread
- Example: captain Junkies
How ideas spread: a brief history
Cave drawings -> stone -> printing press -> telegraph -> phones -> tv -> fax machines -> mobile phones
1970s/1980s: easy to communicate one on one, but what if you wanted to communicate broadly to a group of people (one to many)?
Now: new tools that let you broadcast messages to the world really, really easily
“I would expect that next year, people will share twice as much information as they share this year, and next year, they will be sharing twice as much as they did the year before.” - call it Zuckerberg’s Law of Information Sharing
Why ideas spread on Facebook
3 things that make Facebook unique:
- 1. Identity - users connect with their real world identity.
- 2. Friends - users connect with real-world friends.
- 3. Distribution – the best content is distributed across the social graph.
Privacy control means more sharing: the higher the privacy settings, the more likely people are to share.
Main ways to distribute content on Facebook:
- newsfeed (this means that things can spread virally without a single dollar spent on marketing
- groups and applications can go form 2 members to millions of members within a matter of weeks: this is really unprecedented in social technology).
What ideas spread
Five winning strategies for the types of ideas that spread:
- Appeal to vanity (i.e. Facebook notes feature “25 random things”; hotness application)
- Get people angry (i.e. starving dog at art exhibit)
- Cuuuuute sells (i.e. fluff friends application)
- Social proof
- Everyone thinks they can save the world (showing that you care about cause; i.e. “causes” application)
Example
Captain Junkies (Logan presents application on Facebook)
Concluding comments:
- This Friday (03/06) is an off-site
- Jennifer will send out email with location of where Monday’s presentations will be held
- Please send all presentation materials to Jennifer so that things run smoothly next Monday
- Feedback evaluations are coming – watch your inboxes.
Thanks for Today
Dear Class,
On behalf of the Kiva for Education team, I wanted to thank all of you for being so open and inviting to the students visiting from East Palo Alto Phoenix Academy. The students appeared to leave inspired and were incredibly engaged and excited after the session on facebook. After our class, we had lunch with them and invited some of our classmates from varying professional backgrounds to come speak with the students about their experiences - we had a doctor, a hedge fund investor, a buyer for Bloomingdale's, a lawyer, and a consultant. I think the words of the panelists really helped these kids realize that they can achieve anything they set their minds to, and that they don't have to have it all figured out right now. A special thanks to Micah for helping us out and speaking to the students.
I feel really good about today's experience and that, in some small way, we've already begun to make a difference.
On behalf of the Kiva for Education team, I wanted to thank all of you for being so open and inviting to the students visiting from East Palo Alto Phoenix Academy. The students appeared to leave inspired and were incredibly engaged and excited after the session on facebook. After our class, we had lunch with them and invited some of our classmates from varying professional backgrounds to come speak with the students about their experiences - we had a doctor, a hedge fund investor, a buyer for Bloomingdale's, a lawyer, and a consultant. I think the words of the panelists really helped these kids realize that they can achieve anything they set their minds to, and that they don't have to have it all figured out right now. A special thanks to Micah for helping us out and speaking to the students.
I feel really good about today's experience and that, in some small way, we've already begun to make a difference.
Hi Class,
A couple intriguing facts from the Generation Tomorrow Research PDF that professor Aaker sent out on 2/13/09. If the Barack Obama case class didn’t make us all feel old, this research study likely will. It truly speaks to the impact social media is having on Tweens (ages 10 – 12).
Generation Tomorrow Research
· Research Parameters
o By Martin Lindstrom
o The world’s largest study on kids and their relationship with brands.
o 600 researchers, psychologists and strategists
o Research conducted in 70 cities across 14 countries
· Tweens have become the primary decision makers in 80% of all cases
o 60% decide the car brand
o 58% decide the clothing brand
o 57% decide the mobile phone brand
· Kids are most likely to become just as influential decision makers in the households as their parents within 5 years. Why?
o ½ of the world’s population is divorced
o They are exposed to substantially more media and advertising through the web
· TV ads no longer work
o % Recall
§ 1965 = 34%
§ 1990 = 8%
§ 2005 = 5%
· Key Tween Statistics
o 44% of tweens prefer Internet to TV
o 87% of remember brand messages integrated into video games
o 15% of tweens prefer to text instead of talk if they’re sitting beside the person
o More than ½ of the worlds tween population is concerned about terrorism and say religion is important to them (substantially higher than previous generations)
§ Over 90% say safety is most important to them
§ Music has become today’s religion to tweens
o Close to 10% of all tweens have their own website – ½ of them want one
A couple intriguing facts from the Generation Tomorrow Research PDF that professor Aaker sent out on 2/13/09. If the Barack Obama case class didn’t make us all feel old, this research study likely will. It truly speaks to the impact social media is having on Tweens (ages 10 – 12).
Generation Tomorrow Research
· Research Parameters
o By Martin Lindstrom
o The world’s largest study on kids and their relationship with brands.
o 600 researchers, psychologists and strategists
o Research conducted in 70 cities across 14 countries
· Tweens have become the primary decision makers in 80% of all cases
o 60% decide the car brand
o 58% decide the clothing brand
o 57% decide the mobile phone brand
· Kids are most likely to become just as influential decision makers in the households as their parents within 5 years. Why?
o ½ of the world’s population is divorced
o They are exposed to substantially more media and advertising through the web
· TV ads no longer work
o % Recall
§ 1965 = 34%
§ 1990 = 8%
§ 2005 = 5%
· Key Tween Statistics
o 44% of tweens prefer Internet to TV
o 87% of remember brand messages integrated into video games
o 15% of tweens prefer to text instead of talk if they’re sitting beside the person
o More than ½ of the worlds tween population is concerned about terrorism and say religion is important to them (substantially higher than previous generations)
§ Over 90% say safety is most important to them
§ Music has become today’s religion to tweens
o Close to 10% of all tweens have their own website – ½ of them want one
Sunday, March 1, 2009
"The Facebook Era" and more demographics
I wanted to share with you the website of the book "The Facebook Era," by Clara Shih, who Jennifer introduced to me few days ago. The book was not released yet, but it is already on sale.
I am very interested in reading the book and I also found a good report in the website regarding common characteristics among social network users, which may be useful to our work.
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