Dr Paul Coulton Mobilities Research Centre Lancaster University MOBILE UX Banksy

Banksy ROLE OF MOBILE SOCIAL MEDIA IN MASS PARTICIPATION TV Dr Paul Coulton Mobilities Research Centre Lancaster University MOBILE UX Banksy

WTF IS SOCIAL MEDIA? Paul Coulton THE MEDIUM IS THE MESSAGE Published 1964 “We become what we behold. We shape our tools, and thereafter our tools shape us.” THE MEDIUM IS THE MESSAGE Published 1964 Bulletin Boards In 1978 computer hobbyists create a computerised bulletion boaord service.

34 years ago · Like · Nerds

Geocities In 1993 Geocities is launched which allows users to create their own websites.

19 years ago · Like · More Nerds

Blogger Launched in 1999 the Blogger service provided an easy to use service for Bloggers.

13 years ago · Like · People who had something to say

Friends Reunited In 2000 Friends reunited lauched and becomes ﬁrst poppular social network.

12 years ago · Like · People you went to school with IN THE BEGINNING... A Brief History of Social Media BulletinFriendster Boards IOrignally In 1978 a social computer network hobbyists and ﬁle create sharing a computerised service from bulletion2002 it was boaord relaunched service. in 2011 as a social gaming platform.

3410 years ago · Like · PeopleNerds in the Far East

GeocitiesMy Space InIn 1993Launched Geocities in 2003 is launched originally which as an allowsonline usersstorage to servicecreate theirit gradually own websites. morphed into a social network..

199 years years ago ago · Like · MoreMusic Nerds lovers

BloggerLinkedIn Launched Launched in in 1999 2003 the as aBlogger business-related service provided social annetworking easy to usesite serviceit now boasts for Bloggers. 135 million registered users.

139 years years ago ago · Like· Like · · People People who who separate had somethingbuisness and to pleasuresay

FaceBook The current Daddy of social networks was launched in Friends Reunited In 2000 Friends reunited lauched and becomes ﬁrst february 2004 and would be the 3rd largest country in the world in poppular social network. terms of population.

128 years years ago ago · Like · People ·you Like went · toNearly school everybody! with IN THE BEGINNING... A Brief History of Social Media Digg This is a social news site from 2004 whose main function BulletinFriendster Boards IOrignally In 1978 a social computer network hobbyists and ﬁle create sharing a computerised service from consists of letting people vote stories up or down, called digging and bulletion2002 it was boaord relaunched service. in 2011 as a social gaming platform. burying, respectively.

34108 years years ago ago · Like · PeopleNerdsNosey peoplein the Far East

GeocitiesMyYouTube Space StartedInIn 1993Launched in Geocities February in 2003 is 2005 launched originally this iswhich as now an allowstheonline second usersstorage most to servicecreate theiritpopular gradually own search websites. morphed engine. into a social network..

1997 years years ago1 ago month ago · Like · PeopleMoreMusic Nerds lovers who like cats

BeBo Launched in July 2005 the website's name is an acronym for BloggerLinkedIn Launched Launched in in 1999 2003 the as aBlogger business-related service provided social annetworking easy to Blog Early, Blog Often. Users receive a personal proﬁle page where usesite serviceit now boasts for Bloggers. 135 million registered users. they can post blogs, photographs, music, videos ...

1396 years years ago8 ago months· Like· Like ago · · · Like People ·People who Youthswho separate had somethingbuisness and to pleasuresay

TwitterFaceBook Created The current in March Daddy 2006 of its social an online networks social was networking launched inservice Friends Reunited In 2000 Friends reunited lauched and becomes ﬁrst andfebruary microblogging 2004 and wouldservice be that the enables 3rd largest its users country to send in the and world read in poppular social network. text-basedterms of population. posts of up to 140 characters, known as "tweets".

6128 years years ago ago · Like · People ·you Like wishwent · you toNearly school went everybody! towith school with IN THE BEGINNING... A Brief History of Social Media DiggTumblr This A microbloggingis a social news service site from from 2004 april whose 2007 mainthat allows function users to BulletinFriendster Boards IOrignally In 1978 a social computer network hobbyists and ﬁle create sharing a computerised service from consistspost multimedia of letting and people other vote content stories to aup short-form or down, called blog, diggingnamed a and bulletion2002 it was boaord relaunched service. in 2011 as a social gaming platform. burying,"tumblelog." respectively.

341048 years years ago11months ago ago · Like · PeopleNerdsNosey peopleinwho the ﬁnd Far stu Eastf

GeocitiesMyYouTubeFoursquare Space StartedInIn Launched1993Launched in Geocities February inin March2003 is 2005 launched originally2009 this is isawhich as locationnow an allowstheonline basedsecond usersstorage social most to servicecreate theiritpopularnetwork gradually own searchwhich websites. morphed introducedengine. into athe social 'check-in' network..

19973 years years ago1 ago month ago· Like · People· Likewith ·time PeopleMoreMusic on their Nerds lovers who hands like cats

BeBoPinterest Launched Launched in July march 2005 2010 the website's this is a pinboard-styledname is an acronym social for BloggerLinkedIn Launched Launched in in 1999 2003 the as aBlogger business-related service provided social annetworking easy to Blogphoto Early, sharing Blog website. Often. UsersThe service receive allows a personal users proﬁleto create page and where usesite serviceit now boasts for Bloggers. 135 million registered users. theymanage can theme-basedpost blogs, photographs, image collections. music, Currently videos ... in open beta

13962 years years ago8 ago months· Like· Like ago · · · Like PeopleApparently ·People who Youths who mainlyseparate had women somethingbuisness and to pleasuresay

TwitterGoogle+FaceBook Created Launched The current in March in JuneDaddy 2006 2011 of its social this an integratesonline networks social socialwas networking launched services in servicesuch Friends Reunited In 2000 Friends reunited lauched and becomes first andasfebruary Google microblogging 2004 Profiles and and wouldservice Google be that the Buzz, enables 3rd andlargest its introduces users country to send newin the servicesand world read in poppular social network. text-basedidentifiedterms of population. as posts Circles, of up Hangouts to 140 characters,and Sparks. known as "tweets".

61298 yearsmonths years ago ago ago · Like · People ·you Like wishwent · you toSocialNearly school went mediaeverybody! towith school nerds with IN THE BEGINNING... A Brief History of Social Media The Status The The Purchase The Query The Social Graph The Check-In The Interest Update Particpation

What I'm Doing. What event Who I Am. What am What I Buy What I Want Whats's Where I Am. am I engaged Who I Know Iinterested in? Happening with?

Amazon. Google. FaceBook. Foursquare Instagram Lanyrd Twitter. EBay. Yahoo. MySpace. Gowalla Pinterest Groupon Facebook Nectar Bing Google Loopt Delicious Twitter? WHAT DO WE REVEAL? Average UK users now spends 1 day in every month online Aggregation services such as IFTTT

The Status The The Purchase The Query The Social Graph The Check-In The Interest Update Particpation

What I'm Doing. What event Who I Am. What am What I Buy What I Want Whats's Where I Am. am I engaged Who I Know Iinterested in? Happening with?

The extent to which users know if others are available

SHARING RELATIONSHIPS

The extent to which users The extent to exchange which users relate distribute and to each other receive content Kietzmann et al IDENTITY Social media? Get The extent to serious! which users Understanding the reveal themselves functional building CONVERSATIONS REPUTATION

The extent to blocks of social The extent to which users know which users the social media communicate standing of others with each other and content GROUPS

The extent to which users are ordered or form communities

HONEYCOMB OF SOCIAL MEDIA Social Media Functionality PRESENCE

Creating and managing the reality, intamcy and immediacy of the context SHARING RELATIONSHIPS

Managing the Content structural and management ﬂow properties in system and social a network of graph relationships Kietzmann et al IDENTITY Social media? Get Data privacy serious! controls, and tools for user self Understanding the promotion functional building CONVERSATIONS REPUTATION

Monitoring, the blocks of social Conversation strength, passion, velocity, and the sentiment, and media risks of starting reach of users and joining and brands GROUPS

Membership rules and protocols

HONEYCOMB OF SOCIAL MEDIA Implications of this Functionality PRESENCE PRESENCE

SHARING RELATIONSHIPS SHARING RELATIONSHIPS

IDENTITY IDENTITY

CONVERSATIONS REPUTATION CONVERSATIONS REPUTATION

Kietzmann et al GROUPS GROUPS Social media? Get serious! Understanding the functional building blocks of social media

PRESENCE PRESENCE

SHARING RELATIONSHIPS SHARING RELATIONSHIPS

IDENTITY IDENTITY

CONVERSATIONS REPUTATION CONVERSATIONS REPUTATION

GROUPS GROUPS HONEYCOMB OF SOCIAL MEDIA Contrasting the functionalities of different platforms SOCIAL CAPITAL Fresh Networks The resources accumulated through the relationships among people. Maslow’s Hierarchy of Needs SOCIAL CAPITAL BRIDGING AND BONDING Linked to what is often termed "weak ties," which are loose connections between individuals who may provide useful information or new perspectives for one another but typically not emotional support BRIDGING AND BONDING Linked to what is often termed "weak ties," which are loose connections between individuals who bonding social capital is found between individuals may provide useful information or new in tightly-knit, emotionally close relationships, such perspectives for one another but typically not as family and close friends. emotional support BRIDGING AND BONDING GROOMING AND GOSSIP Dunbar speculated that as much as 42% of the group's time would have to be devoted to social grooming. GROOMING AND GOSSIP Dunbar speculated that as much as 42% of the group's time would have to be devoted to social grooming. ITS ALL IN OUR MEMES ITS ALL IN OUR MEMES ITS ALL IN OUR MEMES W+K Old Spice Campaign MEME MANIPULATION The Man Your Man Could Smell Like W+K Old Spice Campaign MEME MANIPULATION The Man Your Man Could Smell Like SOCIAL GRAPH

AYBABTU Zero Wing SOCIAL GRAPH

AYBABTU Zero Wing All your social graph are belong to me

SOCIAL GRAPH

AYBABTU Zero Wing Diving Friends Lancaster Friends

Colleagues/ Family Students REAL SOCIAL GRAPH ONLINE SOCIAL GRAPH SOCIAL TV

Social television is a general term for technology that supports communication and social interaction in either the context of watching television, or related to TV content TWEETING WITH THE TV ON The Oatmeal WHO OWNS YOUR TWITTER DATA? We reserve the right at all times (but will not have an obligation) to remove or refuse to distribute any Content on the Services and to terminate users or reclaim usernames.

The Oatmeal WHO OWNS YOUR TWITTER DATA? We reserve the right at all times (but will not have an obligation) to remove or refuse to distribute any Content on the Services and to terminate users or reclaim usernames.

Twitter are now offering up to a years worth of tweets to market researchers for analysis

The Oatmeal WHO OWNS YOUR TWITTER DATA? TWEETING WITH THE TV ON 4000"

3500"

3000"

2500"

2000"

1500" Number'of'Tweets'per'hr'

1000"

500"

0" 1:00"PM" 1:00"PM" 1:00"PM" 1:00"PM" 1:00"PM" 1:00"PM" 1:00"PM" 1:00"AM" 1:00"AM" 1:00"AM" 1:00"AM" 1:00"AM" 1:00"AM" 1:00"AM"

Semi0ﬁnal"Week" Final"Week" TWEETS PER HOUR 100%#

90%#

80%#

70%#

60%#

50%#

40%#

Percentage)of)Tweets)per)hr) 30%#

20%#

10%#

0%# 29/11/2010# 30/11/2010# 01/12/2010# 02/12/2010# 03/12/2010# 04/12/2010# 05/12/2010#

Cher# Mary# One#Direc:on# Ma<# Rebecca# SEMIFINAL WEEK TWEETS

100%#

90%#

80%#

70%#

60%#

50%#

40%#

30%# Percentage)of)Tweets)per)minute)

20%#

1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 10%#

0%# 19:10# 19:20# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30# 21:40# 21:50#

Cher# Mary# One#Direc:on# Ma<# Rebecca# SEMIFINAL SATURDAY SHOW 100%# “Some weird song choices for tonight's #XFactor but90%# I'm liking them! Cher - LTWYL, 1D - Only 80%#Girl”

70%#

60%#

50%#

40%#

30%# Percentage)of)Tweets)per)minute)

20%#

1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 10%#

0%# 19:10# 19:20# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30# 21:40# 21:50#

Cher# Mary# One#Direc:on# Ma<# Rebecca# SEMIFINAL SATURDAY SHOW 100%# “Some weird song choices for tonight's #XFactor but90%# I'm liking them! Cher - LTWYL, 1D - Only 80%#Girl”

70%#

60%#

“Rebecca is dancing 50%# thru lightsabers... clearly a blatant attempt to capture the 40%# sci-ﬁ vote. #xfactor”

30%# Percentage)of)Tweets)per)minute)

20%#

1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 10%#

0%# 19:10# 19:20# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30# 21:40# 21:50#

Cher# Mary# One#Direc:on# Ma<# Rebecca# SEMIFINAL SATURDAY SHOW 100%#

90%#

80%#

70%#

60%#

50%#

40%# Mary#Sings# 30%# Percentage)of)Tweets)per)minute) Bo

10%# Show#Starts# Show#Ends#

0%# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30#

Cher# Mary# One#Direc:on# Ma<# Rebecca# SEMIFINAL SUNDAY SHOW 100%#

90%# “Black 80%# Eyed Peas are laaame on #xfactor” 70%#

60%#

50%#

40%# Mary#Sings# 30%# Percentage)of)Tweets)per)minute) Bo

10%# Show#Starts# Show#Ends#

0%# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30#

Cher# Mary# One#Direc:on# Ma<# Rebecca# SEMIFINAL SUNDAY SHOW 100%#

90%# “Black 80%# Eyed Peas are laaame on #xfactor” 70%#

60%# “danni pick mary 50%# pleeeeeasssssseeeeeeeee!!!!!!! #xfactor” 40%# ” Mary#Sings# 30%# Percentage)of)Tweets)per)minute) Bo

10%# Show#Starts# Show#Ends#

0%# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30#

Cher# Mary# One#Direc:on# Ma<# Rebecca# SEMIFINAL SUNDAY SHOW 100%# “Louis sends through Mary, Dannii sends through Cher, Cheryl goes with 90%# Cher...it's down to Simon. “Black 80%# Eyed Peas are laaame on #xfactor” 70%#

60%# “danni pick mary 50%# pleeeeeasssssseeeeeeeee!!!!!!! #xfactor” 40%# ” Mary#Sings# 30%# Percentage)of)Tweets)per)minute) Bo

10%# Show#Starts# Show#Ends#

0%# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30#

60%# “danni pick mary 50%# pleeeeeasssssseeeeeeeee!!!!!!! #xfactor” 40%# ” Mary#Sings# 30%# Percentage)of)Tweets)per)minute) Bo

10%# Show#Starts# Show#Ends#

0%# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30#

60%# “danni pick mary “Simon ya ejit! :/ 50%# pleeeeeasssssseeeeeeeee!!!!!!! f**k sake! What a joke! #xfactor” #xfactor” 40%# ” Mary#Sings# 30%# Percentage)of)Tweets)per)minute) Bo

10%# Show#Starts# Show#Ends#

0%# 19:30# 19:40# 19:50# 20:00# 20:10# 20:20# 20:30# 20:40# 20:50# 21:00# 21:10# 21:20# 21:30#

Cher# Mary# One#Direc:on# Ma<# Rebecca# SEMIFINAL SUNDAY SHOW 8%$

Cher$ 22%$ Mary$ One$Direc4on$ 52%$ Ma6$

13%$ Rebecca$

5%$

FACEBOOK LIKES 2,235,322 in total 6%$ 17%$

22%$ Cher$ Mary$ 17%$ One$Direc5on$ Ma7$ Rebecca$

38%$

TWIBBONS 100%#

90%#

80%#

70%#

60%#

50%#

40%#

Percentage)of)Phone)Votes) 30%#

20%#

10%#

0%# 1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# Week)

Ma/# Rebecca# One#Direc9on# Cher# Mary# Wagner# Ka9e# Paije# Aiden# Treyc# Belle#Amie# John# Diva#Fever# Storm# FYD# Nicolo#Festa# PHONE VOTES NEW INTERACTION MEASURING SENTIMENT SUPERBOWL 2012 728,547 in game Tweets

SUPERBOWL 2012 SUPERBOWL 2012 All#Tweets# 7"

0" 0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100" 110" 120" 130" 140" CHARACTERS PER TWEET (All sources) All#Tweets# 7" Majority of tweets with 140 chars are 6" ﬁlled up with URL’s, hashtags and RT 5"

0" 0" 10" 20" 30" 40" 50" 60" 70" 80" 90" 100" 110" 120" 130" 140" CHARACTERS PER TWEET (All sources) ! CHARACTERS PER TWEET (All sources) URL’s, hashtags and RT removed. Average length 68 chars

! CHARACTERS PER TWEET (All sources) TWEETS BY CLIENT ! CHARACTERS PER TWEET (Mobile Clients) Majority of tweets with 140 chars are ﬁlled up with URL’s, hashtags and RT

! CHARACTERS PER TWEET (Mobile Clients) ! CHARACTERS PER TWEET (Mobile Clients) URL’s, hashtags and RT removed Average Length 55

! CHARACTERS PER TWEET (Mobile Clients) SENTIMENT MADE EASY! Heavy Contributors 1%

Will Hill 9% Intermittent 90-9-1 Rule Contributors

90% Lurkers

PARTICIPATION INEQUALITY GAMIFICATION ? Use of game mechanics to encourage engagement in an activity that otherwise might be considered a chore or boring

GAMIFICATION ? Encouraging certain Use of game user behaviour mechanics to using Games as a encourage Lens engagement in an activity that otherwise might be considered a chore or boring

GAMIFICATION ? Self Reward Status Achievements Competition Altruism Expression

EPIC WIN Points WIN

Levels

Challenges

Virtual Goods Leader Boards

Gifting

GAMIFIERS HANDBOOK? 20

Time Time in Seconds 5

0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating! InfoBucks Virtual Coffe Shop 20

Time Time in Seconds 5 InfoBucks Virtual Coffe Shop

0 0 1 2 3 4 5 Sections of Run GOAL GRADIENT EFFECT Even The Illusion Of Progress Is Motivating! META GAMING

QUESTIONS @mysticmobile