A peek inside the Social Networks in Romania
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Studiu prezentat de Daedalus la Webstock 2009
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A peek inside the Social Networks in Romania
- 1. A peek inside the Social Networks in Romania (Twitter, Facebook, HI5)
- 2. Objectives & Methodology 2 •3 phases: HOW Phase 1: a blog with users* of AND WITH different social networks, aimed to WHOM? collect information regarding perceptions and usage of the social networks Phase 2: asking experts’ opinion about current status and trends of social networks in Romania Phase 3: 3 focus groups with users WHAT? of the three social networks * Users of social networks: men and women, aged between 18 – 30 y.o., • Explore users’ perceptions and using actively one of the three social motivations of using on-line social networks (Twitter, Facebook, HI5) networks (Twitter, Facebook, HI5) WHERE? • Explore the perceptions and expectations of online networks’ • Bucharest users towards brands’ presence and WHEN? communication within the context of social networks • beginning of September 2009 A peek inside the social networks in Romania
- 3. Today… 3 …about the social networks users’ point of view! • How do they see themselves as users of a particular social network? What are they looking for there? • And how do others perceive the users of a particular social network? A peek inside the social networks in Romania
- 4. Twitter users 4 How do the experts see them? How do they see themselves? -Early adopters, opinion leaders -Blog owners (have a point of view to share) -Focused on networking How do the Facebook users see How do the HI5 users see them? them? ?! (no overlap) A peek inside the social networks in Romania
- 5. Twitter users: self-perception 5 On Twitter is the individual always connected and up-to-date Information is their reason to be! Oriented towards achievement and self-development Twitter is for them an efficient tool for… …problem solving …offline socialization by organizing ad-hoc events and offline meetings …promoting one’s opinions and ideas Expect to find on Twitter straightforward communication, “breaking news” and practical information! A peek inside the social networks in Romania
- 6. Twitter users perceived by Facebook users 6 Opinion leaders, aspirational models, but, at the same time, self-absorbed and too much focused on self- development •Twitter is like a “trophic chain”, but of information •“Individuals with an active life and passionate about what they do” •“People who have something intelligent to say in real time!” A peek inside the social networks in Romania
- 7. Facebook users 7 How do the experts see them? How do they see themselves? -Educated, decent people (young professionals) -Blog readers (follow others’ points of view) -Focused on belonging and sharing How do the Twitter users see How do the HI5 users see them? them? A peek inside the social networks in Romania
- 8. Facebook users: self-perception 8 On Facebook is “the network that matters” “It is my private area that I am controlling” “sharing common interests” Moments of relaxation Facebook is for them a tool used for… …self-image management …virtual entertainment … promoting good causes Expect to find on Facebook information from private and entertainment area related to their interests! A peek inside the social networks in Romania
- 9. Facebook users perceived by Twitter users 9 People who are ok, but rather focused on virtual socialization and entertainment •“On Facebook you may find one’s illustrated personal history” A peek inside the social networks in Romania
- 10. Facebook users perceived by HI5 users 10 “It’s not cool anymore to be in the same flock and Facebook is the new temptation!” “Facebook is for polished people! It is elitist”, but… …your presence there requires certain standards that makes you behave in a stiff manner! A peek inside the social networks in Romania
- 11. HI5 users 11 How do the experts see them? How do they see themselves? -“HI5 is the OTV of Romania – the channel with the highest audience, but full of ‘cocalari’” -Focused on self-expression How do the Twitter users see How do the Facebook users see them? them? A peek inside the social networks in Romania
- 12. HI5 users: self-perception 12 “HI5 is like New York – heterogeneous, diversified, brightness and misery together! But, for all, HI5 means entertainment in different forms!” For older users, “HI5 is already a routine” and “represents the nostalgia for adolescence years” For younger users, “HI5 a tool for over-promoting self-image and self-praise” Expect to find on HI5 entertainment and attention! A peek inside the social networks in Romania
- 13. HI5 users perceived by Twitter and Facebook 13 users For Twitter users they are not-ok Facebook users are more tolerant people – “indecent” and “shallow” – “shallow people for whom their (“HI5 is the place for cocalari, ego and (low-quality, cheap) pitzipoance”) entertainment matters” A peek inside the social networks in Romania
- 14. Instead of conclusions… 14 DEVELOPMENT Accomplishment Inspiration Adventure Tolerance Independence Virtue ORIENTED TOWARDS THE SELF-ORIENTED OTHERS Self-indulgence Conformism Power Caution Belonging Dependency STABILITY * Note: The “wheel of values” is a model which helps create typologies. It implies putting social behaviour, personality, values, and emotions of the users on a 2-axis system built on the basis of universally-valid values: STABILITY – DEVELOPMENT vs. SELF-ORIENTED – ORIENTED TOWARDS THE OTHERS/ ALTER - ORIENTED. A peek inside the social networks in Romania
- 15. What have we learned so far? 15 • Think of your brand’s DNA when choosing the social network to be active in! A peek inside the social networks in Romania
- 16. THANK YOU! You can get for free the complete results of the qualitative study by contacting Adina Mãdulãrea: adina.madularea@daedalusmb.ro