Social Networking: Understanding Communication Changes www.natashayong.com
This presentation aims to explore the influence of Social Networking through the Internet and how it impacts modern day communication.
Content: •
Overview
•
Impacts on Technology - Raise of Citizen Journalism - Change the way we “search” - Change the way we communicate - Case Study # 1: Burger King Whopper Sacrifice - Case Study # 2: Obama Presidential Campaign
Overview
Social Networking: Understanding Communication Changes www.natashayong.com
Overview
Social Networking: Understanding Communication Changes www.natashayong.com
Overview
Social Networking: Understanding Communication Changes www.natashayong.com
Overview
Social Networking: Understanding Communication Changes www.natashayong.com
Overview
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Raise in Citizen Journalism
• Major news firms now have a dedicated web team sourcing for user generated content online • News reporting are also in the hands of the public
Impacts on Technology
Social Networking: Understanding Communication Changes
Raise in Citizen Journalism
• Presentation of the Citizen Journalism through November 2008’s Mumbai attack • Flickr.com present organized timeline and navigation
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Impacts on Technology
Raise in Citizen Journalism
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes
Raise in Citizen Journalism
• Presentation of the Citizen Journalism through November 2008’s Mumbai attack • Twitter feeds
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Impacts on Technology
Social Networking: Understanding Communication Changes
Raise in Citizen Journalism
• Presentation of the Citizen Journalism through November 2008’s Mumbai attack • Wikipedia update
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Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Change the way we “search”
• Google’s presentation of Latitude. With the use of GPS through your mobile phone, you can be tracked by your peers
Impacts on Technology
Social Networking: Understanding Communication Changes
Change the way we communicate: Case Study #1: Burger King Whooper Sacrifice
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Impacts on Technology
Social Networking: Understanding Communication Changes
Change the way we communicate “What would you do for a free WHOPPER?”
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Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Change the way we communicate “What would you do for a free WHOPPER?”
“What would you do for a free WHOPPER®? Would you insult an elected official? Would you do a naked handstand? Would you go so far as to turn your back on friendship? Install WHOPPER® Sacrifice on your Facebook profile and we'll reward you with a free flame-broiled WHOPPER® Sandwich when you sacrifice 10 of your friends*”
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Change the way we communicate
BK Whooper Sacrifice Campaign Facts: • Launched on 5 Jan 2009 • Targeted only at the U.S • Facebook application that offered users a coupon for a free Burger King sandwich if they dumped 10 of their Facebook friends • Facebook Application developed by Refresh Partners and Crispin Porter • 60,000 installs in 10 days with no advertising budget • Application was used by 82,000 people
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes
Change the way we communicate
Video Example http://www.youtube.com/watch?v=Aw1l4wTmABU
www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Change the way we communicate
BK Whooper Sacrifice Campaign Facts: (continued) • The campaign was shut down on the 10th day on request by Facebook. The campaign did not comply with Facebook’s mission • 23,000 BK coupons were used • PR was incredible with National Post, New York Times, eWeek, MSNBC, Washington Post etc. covering the campaign • 233,906 friendships ended for a free whooper
Impacts on Technology
Social Networking: Understanding Communication Changes
Change the way we communicate
New Media Learning Points: • Targeted demographic – Facebook generation • Unconventional Ads – Going beyond ad placements. Creative, witty concept • Viral marketing with Social networking - Exponential growth
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Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Change the way we communicate Case Study #2: Obama Presidential Campaign
Case Study #2: Obama Presidential Campaign
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Change the way we communicate
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Change the way we communicate
Obama Presidential Campaign Facts: • Obama raised $639 million vs. McCain $360 million • 70,000 people raised $30 million on their personal fund page • Bought time on 3 major networks, with money raised online • Now the 1st president to govern with BlackBerry in hand – 13 million (and growing) advocates at his fingertips
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Change the way we communicate: New Media Learning Points
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Impacts on Technology
Social Networking: Understanding Communication Changes www.natashayong.com
Social Networking: Understanding Communication Changes www.natashayong.com
Natasha Yong www.natashayong.com Licensed by Creative Commons.