Welcome to Emerging and Social Media, ADPR4300 (Session 1)

SOCIAL + EMERGING MEDIA
MARQUETTE UNIVERSITY / FALL 2013 / #ADPR4300

AGENDA
01 WELCOME
02 COURSE INTRODUCTION
03 THE STATE OF SOCIAL MEDIA
04 ASSIGNMENT(S)
05 QUESTIONS

LETS GET SOCIAL...
WELCOME TO #ADPR4300

4
WHO AM I?
MY CAREER SO FAR
In short, it has taken a lot of twist and turns since I
started at Marquette University.
+ Go through PDFs and decide which ones
should be moved to a static html page or to a
content hub/blog.
+ Ex: the Emergency Power Plan Workbook has
a vast amount of valuable information - tables,
figures, and data that should be highlighted.

5
WHO AM I?
MY CAREER SO FAR
In short, it has taken a lot of twist and turns since I
started at Marquette University.
+ Go through PDFs and decide which ones
should be moved to a static html page or to a
content hub/blog.
+ Ex: the Emergency Power Plan Workbook has
a vast amount of valuable information - tables,
figures, and data that should be highlighted.
I AM A FAN OF THE OLD SCHOOL.
BLUE COLLAR, HARD
WORK AND GREAT
RAP MUSIC.

6
WHO AM I?
WHO AM I + HOW I GOT HERE
In short, it has taken a lot of twist and turns since I started
at Marquette University.
+ Seven years at the Milwaukee Journal Sentinel.
+ Short amount of time on the corporate side.
+ Two years at Hanson Dodge Creative.
+ More than five years at Laughlin Constable.
+ Fourth semester here at Marquette.
WHAT ELSE?
+ President-elect of MIMA.
+ Photography keeps me creative.
+ Loves the Brewers (ugh), (GO) Packers, gadgets,
philosophy and anything else that gets me thinking.

7
CONTACTING ME
I can be busy, very busy. Some weeks I don’t even have
time to talk to family and friends. That said, I will try to get
back to everyone as quickly as I can.
Personal
+ Web: http://www.jenders.com
+ E-Mail: dennis@jenders.com
+ Twitter: @djenders
+ Cell: 414-759-6311
Work
+ Web: http://www.laughlin.com
+ E-Mail: djenders@laughlin.com
+ Office: 414-270-7178
Marquette
+ E-Mail: dennis.jenders@marquette.edu
I typically do not have office hours, but am available to meet.
Option 1: I will always try to leave time in class to have a discussion.
Option 2: Lets find some time before or after class to chat.
Option 3: The early bird gets the worm, more than happy to meet for coffee.

WHAT TO EXPECT, AND WHAT I EXPECT THIS SEMESTER
COURSE INTRODUCTION

9
COURSE INTRODUCTION
WHAT I EXPECT THIS SEMESTER
SETTING EXPECTATION FOR THE COURSE
Attend class regularly, participate frequently, leverage the knowledge and experience
the guests and I share, come to class with questions and help me make this course
even better.
+ We are all adults and should behave as adults.
+ Attend class regularly, participate frequently.
+ Take advantage. I mean it. Leverage the knowledge and experience the guest
speakers and I have to share.
+ Come to class with questions.
+ I value feedback, positive or otherwise. Help me make this course even better.
+ It’s not a lecture, it is a conversation.
+ But I do expect your attention.
+ This room is in the basement. It is dingy, it needs some excitement.


11
ARETHA CAN SING, AND GIVES GREAT ADVICE.
SHOW RESPECT,
AND ALWAYS THINK

12
COURSE INTRODUCTION
WHAT TO EXPECT THIS SEMESTER
LOOKING AT THE SYLLABUS + SCHEDULE
What can you expect this semester? How will this class apply to your time here at
Marquette and your profession in the near future?
+ Explore the impact of social media.
+ Study it’s application in marketing, advertising and public relations.
+ Build a firm foundation and understanding of the core concepts, channels
strategies and tactics to successfully use social media.
+ What about grading...
AT THE END OF THE SEMESTER...
+ Will have a developed a social media strategy for a local business / organization.
+ Will have an understanding of how social media can stand on its own, or
integrated into other campaigns + strategies.
+ Will have a very strong, personal digital presence.
+ Will have had the opportunity to network with local companies and leaders.



13
COURSE INTRODUCTION
SOCIAL MEDIA HAPPENS IN REAL-TIME
That means that the course syllabus and schedule may change a bit. Occasionally
guest speakers need to reschedule, a new network is born or a great campaign is
executed.
+ Occasionally we will use our remaining time to discuss key events happening in
the world of social media or examples and case studies of companies doing
things well, or horribly wrong.
+ If you are interested in a specific topic or happening feel free to e-mail me prior
to class and we can work it into the conversation.


14
    
01 NETWORKS 02 ENGAGEMENT 03 STRATEGY 04 MONITORING 05 MEASUREMENT
COURSE INTRODUCTION
FIRST HALF OF THE SEMESTER SECOND HALF OF THE SEMESTER

A LOT HAS CHANGED, IN VERY LITTLE TIME
THE STATE OF SOCIAL MEDIA

17
SOCIAL MEDIA
REALLY HAS
CHANGED
EVERYTHING

18
“It is not the strongest of the
species that survives; nor
the most intelligent that
survives. It is the one that is
most adaptable to change.”

19
SOCIAL MEDIA
ISN’T A CAMPAIGN,
OR A NETWORK, IT IS
A RELATIONSHIP

20
SOCIAL MEDIA REALLY HAS CHANGED EVERYTHING
01 BROADCAST
ONE-WAY
  
02 INTERNET
TWO-WAY
 
03 SOCIAL MEDIA
MULTI-WAY


22
SOCIAL MEDIA
IS A LOT LIKE A
COCKTAIL PARTY

23
A LOOK AT THE NETWORKS
0
300
600
900
1200
Facebook YouTube Google+ LinkedIn Tumblr Twitter Instagram Flickr Pinterest Reddit Wordpress SlideShare Foursquare MySpace StumbleUpon
2533335066707087
130
200216238
343
1,000
1,150
MONTHLY ACTIVE USERS (MILLIONS)
Source: August 2013, http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

24
NETWORKS: FACEBOOK
Over 1.1 billion active users. More than half of them access it via
mobile and 33% use it as their primary means to connect.
80% of Facebook users prefer to connect with a brand via the
Facebook platform.
More than 20% of online buyers found Facebook pages
“influential” or “extremely influential,” when making purchase
decisions.
Facebook users share more than 500 million photos a day.




FACEBOOK

25
NETWORKS: FACEBOOK
Over 1.1 billion active users. More than half of them access it via
mobile and 33% use it as their primary means to connect.
80% of Facebook users prefer to connect with a brand via the
Facebook platform.
More than 20% of online buyers found Facebook pages
“influential” or “extremely influential,” when making purchase
decisions.
Facebook users share more than 500 million photos a day.




FACEBOOK
EVERY SECOND ON THE INTERNET THERE ARE:
52,083 LIKES

26
NETWORKS: TWITTER
30% of Twitter users are in the U.S. and more than 86% of B2B
consumers use the platform.
Twitter is the go-to platform for breaking news and real-time
information. The world learned about the passing of Whitney
Houston 27 mins before traditional news sources.
Twitter processes more than 1.6 billion searches per day and
rivals Google / YouTube as a major search engine.
Of Twitter users surveyed, nearly 40% said they’ve received
news they would not have found elsewhere.




TWITTER

27
NETWORKS: TWITTER
30% of Twitter users are in the U.S. and more than 86% of B2B
consumers use the platform.
Twitter is the go-to platform for breaking news and real-time
information. The world learned about the passing of Whitney
Houston 27 mins before traditional news sources.
Twitter processes more than 1.6 billion searches per day and
rivals Google / YouTube as a major search engine.
Of Twitter users surveyed, nearly 40% said they’ve received
news they would not have found elsewhere.




TWITTER
3,935 TWEETS

28
NETWORKS: YOUTUBE
More than 1 billion users visit YouTube each month and watch
more than 6 million hours of video.
More than 100 hours of video are uploaded to YouTube every
minute.
Google provides YouTube videos within search results and
drives more than 25% of the site’s traffic and viewership.
Mobile makes up more than 25% of YouTube's global watch
time, more than one billion views a day.




YOUTUBE

29
NETWORKS: YOUTUBE
More than 1 billion users visit YouTube each month and watch
more than 6 million hours of video.
More than 100 hours of video are uploaded to YouTube every
minute.
Google provides YouTube videos within search results and
drives more than 25% of the site’s traffic and viewership.
Mobile makes up more than 25% of YouTube's global watch
time, more than one billion views a day.




YOUTUBE
46,333 VIEWS

30
NETWORKS: INSTAGRAM
As of August 2013, the service has more than 130 million active
users, nearly 50% reside in the U.S. (and their mobile)
More than 16 billion photos have been shared on the platform
and more than 45 million more are posted each day.
There are 8,500 likes per second on Instagram and over 1,000
comments are made per second.



INSTAGRAM

31
NETWORKS: INSTAGRAM
As of August 2013, the service has more than 130 million active
users, nearly 50% reside in the U.S. (and their mobile)
More than 16 billion photos have been shared on the platform
and more than 45 million more are posted each day.
There are 8,500 likes per second on Instagram and over 1,000
comments are made per second.



INSTAGRAM
463 PHOTOS

32
NETWORKS: PINTEREST
Women still constitute 80% of Pinterest users and data shows
nearly 6 out of 10 users are women, aged 25-44.
25% of all female internet users in the U.S. use Pinterest,
compared to just 5% male web users.
Pinterest and Tumblr are among the “stickiest” social media
sites, each accounting for, on average, 89 minutes of time
spent per month per user.
Over 80% of pins are repins of existing content on the site.




PINTEREST


TUMBLR
33
NETWORKS: TUMBLR
As of August 2013, Tumblr has over 130 million blogs and
nearly 60 billion posts.
Hispanics and African-Americans make up 29% of Tumblr’s
audience, and 19% of the visitors are Hispanic which is is
almost twice the Internet average.




TUMBLR
34
NETWORKS: TUMBLR
As of August 2013, Tumblr has over 130 million blogs and
nearly 60 billion posts.
Hispanics and African-Americans make up 29% of Tumblr’s
audience, and 19% of the visitors are Hispanic which is is
almost twice the Internet average.


833 POSTS

35
NETWORKS: BLOGS
A blog provides an easily updated platform for branded
content. Wordpress powers nearly 70 million blogs worldwide.
Frequently updated content results in favorable links in the
major search engines and gives consumers a reason to return.
Developing branded or user-generated content within the blog
will drive increased traffic from organic search results.
Google favors sites built on speed and assigns authority based
on the author which will benefit your brand in SERPs.




BLOGS

36
10 YEARS AGO SKYPE, FACEBOOK, YOUTUBE,
REDDIT, TWITTER, TUMBLR, DROPBOX, AND
INSTAGRAM DIDN'T EXIST.
20 YEARS AGO THERE WERE ONLY 130
WEBSITES TOTAL, GOOGLE WASN'T EVEN
AROUND YET, AND YOU HAD TO PAY FOR AN
EMAIL ACCOUNT THROUGH AN ISP.
30 YEARS AGO THERE WAS NO INTERNET.

38
SEARCH IS SOCIAL,
RELEVANT AND
PERSONALIZED

39
SEARCH IS SOCIAL
0
20
40
60
80
100
Google Twitter Bing Yahoo
22.7
28.7
48
100
NETWORK SEARCHES PER MONTH (BILLIONS)

40
SEARCH IS SOCIAL
Social media continues to influence how we search, as well
as traditional search results.
+ YouTube is the 2nd largest search engine and should
contain brand related, and user-generated, content.

41
SEARCH IS SOCIAL
+ Twitter provides a great opportunity to search for
content, news, or ask questions.

42
SEARCH IS SOCIAL
+ Twitter provides a great opportunity to search for
content, news, or ask questions.
+ Search engines are personalizing results based on
your social graph. The content is trusted and acts as a
personal recommendation.

44
SOCIAL IS MOBILE

45
SOCIAL IS MOBILE
MOBILE IS SOCIAL,
WHERE WE START
AND END OUR DAYS

46
SOCIAL IS MOBILE
All
Mobile
0 400 800 1,200
MONTHLY ACTIVE FACEBOOK USERS (MILLIONS)
1.15 BILLION
819 MILLION
Source: June 2013, http://newsroom.fb.com/Key-Facts

47
SOCIAL IS MOBILE
Move beyond marketing and encourage customers to
share and commemorate their experience.
+ Consumers create content that influence their friends,
family, and networks.
+ Upload photos, and share them across popular social
networks.
+ Tag, pin, share the best content with your
communities - giving proper attribution.
+ Explore networks like Foursquare and Yelp for local
connections and opportunities.

49
ASSIGNMENTS
DUE BY AUGUST 28, 2013
SIGN-UP FOR TWITTER
Some of you may already have an account, some of you may not. Either way, everyone
will need to have a public, personal account on Twitter for this class.
+ Create you Twitter account, tweet at me with #ADPR4300 hashtag.
+ Follow people (@MarquetteU, @DJenders, classmates).
+ Make sure your profile is public, create a bio, customize look / feel.
CLASS SURVEY + OTHER ASSIGNMENTS
+ Complete the class survey that is on D2L.
+ Check D2L for required readings.
+ Become an early adopter...



LETS TALK...
CLASS DISCUSSION + QUESTIONS

Welcome to Emerging and Social Media, ADPR4300 (Session 1)

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