Social Media Landscape 2011

Traduit depuis l’article original : Panorama des médias sociaux 2011.

Social media is a rich ecosystem with perpetual evolution. A very good thing for users who can benefits from a large array of online services and social platforms, but a jigsaw for brands and marketers which have to face audience fragmentation. « Audience fragmentation », even with Facebook toping at 600 millions users? Yes indeed, because if Facebook is by far the most visible, users are generally using more than one social platform. Most of the time, average users are happy with Facebook’s large panel of functionalities, but hipsters and opinion leaders turn to different social online services.

Focusing mainly on Facebook carries the risk of paying attention only to the late majority. In order to reach most prolific users (i.e. power users), you will have to spend on less know and more innovative platforms. Educating people to social media’s diversity was my first motivator back in June 2008 when I created the first version of my Social Media Landscape:

Social Media Landscape in June 2008

In this chart I isolated 10 types of services (Publish, Share, Discuss, Network, Microblog, Lifestream, Livecast, Virtual Worlds, Games, MMO). Later on, I updated this chart with the Social Media Landscape Redux in April 2009:

Social Media Landscape in April 2009

In this second version I identified 4 main families of usage with 17 sub-families. I also started to introduce the idea of concentration on social platforms wich provide nearly equivalent functionnality but in one single (and convenient) place.

2010 was such a messy year for social media that I gave up the idea of publishing a third version. I indeed had a really hard time trying to elaborate a new classification since I was some new and disturbing social phenomenon like 4chan (a forum where you can share pictures anonymously), Ffffound (an invitation-only photo sharing service), Blippy (a service to share every purchase you make with your credit card) or the infamous Chatroulette.

Please note that this landscape was made in parallel with a similar project (also on third revision): The Conversation Prism. This prism is indeed a very good job, but I am not perfectly confortable with the classification (the Virtual Worlds slice is too approximated).

We are now (almost) in 2011 and we have a much more sharp vision of the social media ecosystem and emerging practices like social commerce or social search. So please find bellow a third version of my chart:

Social Media Landscape in January 2011

This new landscape is composed of 7 families which matches the 7 primary uses of social media (Hi-res versino available on FlickR). Within each of these families, I listed the main players:

What a nice collection of links! Once again, the aim of this chart is not to have an exhaustive list (otherwise the chart won’t be readable) but to give you a sharp overview of what type of services social media are made of. And within this overview, three players manage to grab full attention: Facebook, Twitter and Google.

As you can see in the comparison table bellow (hi-res version available on FlickR), each of this three players manage to provide an answer to the numerous needs regarding social media:

Social Media Comparison in January 2011 (Hi res version)

As you can see, Facebook and Google are able to compete with historical players, new comers and local players (mainly in France). For now, Google is still (relatively) quiet on the social field because his offering is spread on several platforms / brands, but the mysterious « +1″ project should link all these services into one unique social layer. Twitter manages to be present on most of the uses thanks to third-party services and a very dynamic ecosystem.

So for now Facebook is the true and unique Godzilla with the widest (but not necessarily the most original) array of services. Indeed, Facebook can be seen as the mall of social media: a convenient place where one can find every services offered elsewhere but in a single location.

As it is not the first time I try to map social media, I will not make any prediction on what will happens next. I remain nevertheless deeply convinced that relying your social strategy on Facebook alone is a very reductive approach. All the various online services available provide a much greater richness and more subtle social mechanisms. Taking the time to study all those will help you acquire a most sharper understanding on how social media works.

45 commentaires pour “Social Media Landscape 2011”

  1. Posté par Alex a dit : le

    Excellent!

  2. Posté par Julien a dit : le

    La carte et le territoire …

  3. Posté par chila emmanuel a dit : le

    Une cartographie intéressante merci….

  4. Posté par .NET Community Weekly Review – December 20th, 2010 | virtew a dit : le

    […] 2010 will be the year of social networks, maybe of THE social network. But if you are curious to discover the other ones Fredéric Cavazza has been writing about the state of the domain since a few years, and the 2011 edition is online. […]

  5. Posté par Il panorama dei social media nel 2011 « maxferrari a dit : le

    […] L’articolo in cui Cavazza parla di queste cose è qui. […]

  6. Posté par cyceron a dit : le

    Excellent travail, bravo ! :)

  7. Posté par FredCavazza.net > Social Media Landscape Redux a dit : le

    […] Social Media Landscape Redux A new version of this landscape has been published here: Social Media Lanscape 2011.-Following last year’s first version of my Social Media Landscape, I am induced to publish a […]

  8. Posté par Alper Yilmaz a dit : le
  9. Posté par Jos Smolders a dit : le

    I was wondering why Yammer is not present in your landscape?

  10. Posté par Frédéric CAVAZZA a dit : le

    @ Jos > Because Yammer is for internal use, it is not public.

  11. Posté par Matthias Thorner a dit : le

    I love your visualization, but apparently I cannot find the social network I am using since February 2010 : Google Buzz

    Kind regards

    MT

  12. Posté par Targeting Your Social Media Efforts | cmiller237's resource guide a dit : le

    […] You might take a look at the social media landscape (see this informative blog post – Social Media Landscape 2011) and feel overwhelmed. The post does a great job of showing the evolution of SM and it is a […]

  13. Posté par Steve Nicholls a dit : le

    Hi Fred

    I love your diagram it really simplifies the Social media tools, I am writing a book on social media for business, coming out in a few months, could I have permission to publish this diagram in my book, I will give you the necessary credit.

    Kind regards
    Steve Nicholls

  14. Posté par Social Media Landscape – 2011 | Lara's Blog a dit : le
  15. Posté par Social Media is So Much More Than Facebook | Nicholson Social Media Management a dit : le

    […] is a resounding “No!”. Take a look at the following social media landscape diagram by Fred Cavazza and you can see how richly diverse social media is […]

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  17. Posté par Leading a Tech Savvy Team [My talk on National Sales and Marketing Professionals Convention] | Business Values 2.0 a dit : le

    […] highlights of the topics discussed for the last 2 days, I used the Social Media Landscape  by Fred Cavazza. It is of importance that online marketers understand the nature and purpose of each platform so […]

  18. Posté par Social Media Landscape « Wissen a dit : le

    […] Fred Cvazza’s Social Media Landscape gibt eine sehr gute Übersicht (Siehe Post) […]

  19. Posté par Sébastien Violette a dit : le

    These schemes are like lents on my camera allowing me to get a clearer a picture…;-) Congratulations.

  20. Posté par Social Media Landscape 2011 | Criss Actually a dit : le

    […] source Categories: BLOG […]

  21. Posté par Diversify Your Social Media Branding Portfolio | Nakeva Network a dit : le

    […] rich universe of the social media landscape broken down by Fred Cavazza in a way that gives a quick glance out how the social web is connected. Brands can take time to […]

  22. Posté par Celine Rose a dit : le

    Social Media Landscape 2011: Why are Google and Facebook in the center? Why are they not integrated in one of 7 main players?

  23. Posté par The social media landscape 2011 | Let's get digital. a dit : le

    […] maps etc. It’s nice and clear, and could be very useful in presentations. It was created by Fred Cavazza at the end of 2010 as an update to previous charts he’d […]

  24. Posté par I 7 usi primari dei social media: una mappa a dit : le

    […] Una classificazione dei social media secondo gruppi corrispondenti ai 7 usi primari degli stessi proposta da Fred Cavazza. […]

  25. Posté par Annet van Betuw a dit : le

    Excellent, thank you. I found your Landscape 2011 on Flickr. Am I allowed to use it in my presentations about social media?

  26. Posté par Visualisierung der Social Media-Landschaft – eine Infografik — Linkwissenschaft a dit : le

    […] Der selbstständige Social Media Consultant erstellte bereits im Juni 2008 eine Infografik zur Social Media-Landschaft und teilte dabei die von ihm recherchierten Dienste in zehn Bereiche: Publish, Share, Discuss, Network, Microblog, Lifestream, Livecast, Virtual Worlds, Games, MMO. Ende 2010 formierte er die Infografik neu. […]

  27. Posté par Sue Calthorpe a dit : le

    Fred – very useful, thank you.

  28. Posté par Julie Schneider a dit : le

    Great presentation!

    Please let me know if I am allowed to use your Landscape and Comparison graphics in my own presentations (with your credits).

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  31. Posté par Social Media Landscape | Mary Wiseman Designs a dit : le

    […] Fred Cavazza has done an extraordinary job pulling the Social Media Landscape into this Blooms Taxonomy. […]

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  33. Posté par Applying Social Media – Kay Byfield | Dallas Marketing | Stand-Out Communication a dit : le

    […] Image: The Social Media Landscape, Fred Cavazza […]

  34. Posté par Common-Nature » Blog Archive » OFWIM presentation notes a dit : le

    […] Social Media tools maps […]

  35. Posté par L’observation, la clé de votre réussite sur les médias sociaux | Stratégie Média a dit : le
  36. Posté par Dani_ela a dit : le

    I’ll quote Celine Rose because I asked myself the same the first time I saw this landscape:
    « Social Media Landscape 2011: Why are Google and Facebook in the center? Why are they not integrated in one of 7 main players? »

    but I don’t see an answer…

  37. Posté par Dessine moi… des internautes français - Le Blog de LunaWeb a dit : le

    […] (comme Viaduc, devenu plus tard Viadéo), puis plus massivement à partir de 2008/2009 avec une multitude de services aux interactions sociales multiples. Ce premier baromètre propose une typologie des internautes français, du plus passionné au […]

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  39. Posté par Steven Thomas a dit : le

    This is a great summary, do you have a 2012 version? You have a great site, thanks for sharing.

  40. Posté par Mandiquita a dit : le

    You really have to try Chatroulette 2.0 . I liked it so much and it’s very easy to create group of chats, where you can put any name you choose.

  41. Posté par Diversify Your Social Media Branding Portfolio « N-Press a dit : le

    […] rich universe of the social media landscape broken down by Fred Cavazza in a way that gives a quick glance out how the social web is connected. Brands can take time to […]

  42. Posté par Amber a dit : le

    @Dani_ela because as demonstrated in the « Social Media Comparison in January 2011″ Facebook and Google satisfy all 7 :)

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    […] what you would like to say (generally), you have to research the best tools to reach your audience.  Many comparisons exist, but the best method we found, was the good old fashioned focus group.  We asked members of our […]

  44. Posté par Week 4: Platforms for “Markets are Conversations” « mit3373g2013 a dit : le

    […] prepare for her lecture, please review this post by Fred Cavazza where he outlines the different types of services offered through social media platforms. I like […]

  45. Posté par Adriene Radcliffe a dit : le

    I have a new role in our organization as the Collaboration and Social Media Evangelist. I’m looking for an image to use in a presentation to explain the depth and richness of how social media and collaboration tools landscape appears today.

    May I use your 2011 photo with appropriate credits to you and this article?