Prezentare Webstock Daedalus
Prezentarea Daedalus de la Webstock
Published on: Mar 4, 2016
Transcripts - Prezentare Webstock Daedalus
A peek inside the Social Networks in Romania (Twitter, Facebook, HI5)
Objectives & Methodology WHAT? <ul><li>Explore users’ perceptions and motivations of using on-line social networks (Twitter, Facebook, HI5) </li></ul><ul><li>Explore the perceptions and expectations of online networks’ users towards brands’ presence and communication within the context of social networks </li></ul>HOW AND WITH WHOM? <ul><li>beginning of September 2009 </li></ul><ul><li>Bucharest </li></ul><ul><li>3 phases: </li></ul><ul><ul><li>Phase 1 : a blog with users* of different social networks, aimed to collect information regarding perceptions and usage of the social networks </li></ul></ul><ul><ul><li>Phase 2: asking experts’ opinion about current status and trends of social networks in Romania </li></ul></ul><ul><ul><li>Phase 3: 3 focus groups with users of the three social networks </li></ul></ul><ul><li>* Users of social networks : men and women, aged between 18 – 30 y.o., using actively one of the three social networks (Twitter, Facebook, HI5) </li></ul>WHEN? WHERE?
Today… <ul><li>… about the social networks users’ point of view! </li></ul><ul><li>How do they see themselves as users of a particular social network? What are they looking for there? </li></ul><ul><li>And how do others perceive the users of a particular social network? </li></ul>
Twitter users <ul><li>Early adopters, opinion leaders </li></ul><ul><li>Blog owners (have a point of view to share) </li></ul><ul><li>-Focused on networking </li></ul>How do they see themselves? How do the Facebook users see them? ?! (no overlap) How do the experts see them? How do the HI5 users see them?
Twitter users: self-perception Information is their reason to be! Twitter is for them an efficient tool for… … promoting one’s opinions and ideas … offline socialization by organizing ad-hoc events and offline meetings Oriented towards achievement and self-development … problem solving Expect to find on Twitter straightforward communication, “breaking news” and practical information! On Twitter is the individual always connected and up-to-date
Twitter users perceived by Facebook users <ul><li>Opinion leaders, aspirational models, but, at the same time, self-absorbed and too much focused on self-development </li></ul><ul><li>Twitter is like a “trophic chain”, but of information </li></ul><ul><li>“ Individuals with an active life and passionate about what they do ” </li></ul><ul><li>“ People who have something intelligent to say in real time!” </li></ul>
Facebook users How do the experts see them? How do they see themselves? How do the HI5 users see them? How do the Twitter users see them? <ul><li>Educated, decent people (young professionals) </li></ul><ul><li>Blog readers (follow others’ points of view) </li></ul><ul><li>Focused on belonging and sharing </li></ul>
Facebook users: self-perception 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… … promoting good causes … virtual entertainment … self-image management Expect to find on Facebook information from private and entertainment area related to their interests!
Facebook users perceived by Twitter users <ul><li>People who are ok, but rather focused on virtual socialization and entertainment </li></ul><ul><li>“ On Facebook you may find one’s illustrated personal history ” </li></ul>
Facebook users perceived by HI5 users “ 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!
HI5 users How do the experts see them? How do they see themselves? How do the Twitter users see them? How do the Facebook users see them? <ul><li>“ HI5 is the OTV of Romania – the channel with the highest audience, but full of ‘cocalari’” </li></ul><ul><li>Focused on self-expression </li></ul>
HI5 users: self-perception “ HI5 is like New York – heterogeneous, diversified, brightness and misery together! But, for all, HI5 means entertainment in different forms!” For younger users, “HI5 a tool for over-promoting self-image and self-praise ” For older users, “HI5 is already a routine ” and “represents the nostalgia for adolescence years” Expect to find on HI5 entertainment and attention!
HI5 users perceived by Twitter and Facebook users For Twitter users they are not-ok people – “ indecent ” and “ shallow ” (“HI5 is the place for cocalari, pitzipoance”) Facebook users are more tolerant – “ shallow people for whom their ego and (low-quality, cheap) entertainment matters”
Instead of conclusions… STABILITY SELF-ORIENTED ORIENTED TOWARDS THE OTHERS Tolerance Power Adventure Independence Accomplishment Dependency Conformism Inspiration Virtue Self-indulgence Belonging DEVELOPMENT Caution * 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.
What have we learned so far? <ul><li>Think of your brand’s DNA when choosing the social network to be active in! </li></ul>
THANK YOU! You can get for free the complete results of the qualitative study by contacting Adina Mãdulãrea: firstname.lastname@example.org