SOCIALA NÄTVERK &

SOCIAL MEDIA
Mathias Klang
MINNETS MEDIA
(THE DEATH OF MEMORY)
LIVET ÄR
ORGANISERAD KRING
TEKNIK
 SKRIFT: EN
INFORMATIONSSYSTEM
DÄR LAGRING SKER
UTANFÖR MÄNNISKAN.
OBEROENDE AV TID
OCH RUM.
SKRIVANDETS HISTORIA:
EN KAMP ATT SÄNKA
PRODUKTIONSKOSTNADER
 2001 2003 2005

2000 2002 2004 2006

Blogger 1999

2001 2003 2005

2000 2002 2004 2006

Wikipedia
 Linkedin
Blogger 1999

2001 2003 2005

2000 2002 2004 2006

Wikipedia
 My Space

Linkedin
Blogger 1999

2001 2003 2005

2000 2002 2004 2006

Second Life
Wikipedia
Skype
 My Space Digg

Linkedin
Blogger 1999

2001 2003 2005

2000 2002 2004 2006

Second Life
Wikipedia
Skype Facebook
 My Space Digg

Linkedin
YouTube
Blogger 1999

2001 2003 2005

2000 2002 2004 2006

Second Life Ning

Wikipedia
Skype Facebook
 My Space Digg Twitter

Linkedin
YouTube
Blogger 1999

2001 2003 2005

2000 2002 2004 2006

Second Life Ning

Wikipedia Spotify
Skype Facebook
 Anything that is in the world when you’re born is
normal and ordinary and is just a natural part of the
way the world works. Anything that’s invented
between when you’re fifteen and thirty-five is new and
exciting and revolutionary and you can probably get a
career in it. Anything invented after you’re thirty-five
is against the natural order of things.
SAMHÄLLE I
FÖRÄNDRING?
 THE DISRUPTION OCCURS
WHEN THE TECHNOLOGY,
WHICH IS INTRODUCED
EFFECTS THE SOCIAL
ARRANGEMENTS AROUND
WHICH WE BUILD OUR LIVES
Impuls: Kontroll
Command & Control is an inefficient system

c a ed
t h us
!
re
w i be
To
VARFÖR ÄR DET VIKTIGT?
Vad förändras?
ALLT
eller?
WIKIPEDIA, STREET VIEW & YOU
TUBE…
SÖKANDE EFTER TEORIER…
"social capital is the sum of the resources, actual or virtual, that accrue
to an individual or a group by virtue of possessing a durable network of
more or less institutionalized relationships of mutual acquaintance and
recognition."

PIERRE BOURDIEU
FAMILJER, KLAN, STAM…
MODERNA KLANER &
GRUPPERINGAR
MAUSS THE GIFT (1924)
Delande av gåvor skapar plikter och bygger och
förstärker relationer
Nielsen, Global Faces & Networked Places, 2009

2/3 AV DEN GLOBALA

INTERNETPOPULATIONEN BESÖKER
SOCIALA NÄTVERKSSAJTER
NÄTVERK – FINNS DOM?
Milgram – Small world
Six degrees of separation
SIX DEGREES
OF KEVIN BACON
 ”Content isn't king. If I sent you to a desert island
and gave you the choice of taking your friends or
your movies, you'd choose your friends -- if you
chose the movies, we'd call you a sociopath.
Conversation is king. Content is just something to
talk about…” Doctorow

ASOCIAL MEDIA, ASOCIAL NÄTVERK

MEDIA BLIR NÄTVERK ELLER
TVÄRTOM
33
MEDIA
Social media…At its most basic sense, social media is a shift in how people discover, read
and share news, information and content. It's a fusion of sociology and technology,
transforming monologues (one to many) into dialogues (many to many) and is the
democratization of information, transforming people from content readers into
publishers. (Wikipedia, maj 2009)
FRÅN KONSUMENTER TILL
PRODUCENTER
Verk, Kommentarer, Tagging, Rekommendationer…
 CULT OF
THE AMATEUR
 “Technology is shifting the power away from the editors, the publishers,
the establishment, the media elite. Now it’s the people who are in control.”

Rupert Murdoch
The digital revolution has opened many new and inexpensive methods of distribution,
but it has not made content free. Accordingly, we intend to charge for all our news
websites. I believe that if we are successful, we will be followed by other media.

Rupert Murdoch (augusti 2009)

WIKIPEDIA – KÄLLAN TILL ALL
KUNSKAP?
13 000 000 artiklar
3 000 000 artiklar på engelska
345 446 artiklar på svenska

Tillväxt svenska wikipedia

The original version of this image was created in October 2006, using volumes 25cm high and
5cm thick (some 400 leaves), each page having two columns, each columns having 80 rows,
and each row having 50 characters, ≈ 6MB per volume. As English Wikipedia has 4.4GB of text
(October 2006) ≈ 750 volumes. Note that these are conservative estimates, and don't include
images, tables, templates etc. which probably take up more surface than the text which
describes them.
YOUTUBE
 YouTube
• 13 timmars film per minut
• 412 timmars material
• 100 000 000 klipp ses dagligen
 Oct 04: 1,000,000
Apr 05: 10,000,000
Feb 06: 100,000,000
May 07: 500,000,000
Nov 07: 2,000,000,000
Nov 08: 3,000,000,000
Oct 09: 4,000,000,000
SOCIAL MEDIA
SOCIALA NÄTVERK
 Facebook (2004)
• 5 000 000 000 minuter per dag på FB
VAD INNEBÄR
Vänskap
Unfriend
BÖR MAN BLI VÄN
Med sin familj
Med sin chef
 Facebook (2004)
• “If Facebook was a country it would be the 8th
most populated in the world, just ahead of
Japan.” Mark Zuckerberg, 2009

• “People have really gotten comfortable not

only sharing more information and different
kinds, but more openly and with more
people.” Mark Zuckerberg, 2010
MATS MÜGGE
”Jättebra barnskötare - men texten är inte förenlig med vår verksamhet”
TWITTER (2006)
Mellan januari - februari 2009 växte twitter med 1382%
C:a 3 000 000 tweets varje dag
“THE PEOPLE IN CHARGE OF TALKING ARE IN
THE MARKETING DEPARTMENT. THE PEOPLE
IN CHARGE OF LISTENING ARE IN THE
RESEARCH OR SERVICE OR SALES
DEPARTMENT. THEY HARDLY EVER TALK TO
EACH OTHER, LET ALONE HAVE FULL-DUPLEX
CONVERSATIONS WITH CUSTOMERS.”

Josh Bernoff, Why marketers have trouble with full-duplex social

technology, June 30, 2009
SKVALLER
4:DIMENSIONEN
NYHETSKANAL
VIKTIGA TIPS
Sociala medier hjälper inte mot dåliga produkter!

(Tvärtom)

Men sociala medier kan förbättra kundkontakter

#1 LYSSNA
Google Alerts
TweetDeck
SocialMentions
RSS
#2 MEDVETET STATEGI
Inte delta
Delta vissa
Delta allt (nästan)

(Oavsett era val kommer kunderna prata)

#3 MÄT

Publik
Engagemang
Lojalitet
Påverkan
Aktioner
Vad är framgång?
PROTESTER
Djurrättsalliansen
Single Danish Mother
TACK!