Studiu prezentat de Daedalus la Webstock 2009

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