This presentation is aimed to define social media and classify social media channels and users.

1. Understanding Social Media
Presented by
Shakil Alam, BBA (Hons.)
MBA Candidate 2011
Ted Rogers School of Management, Ryerson University
18 May 2011
© 2011

2. Agenda
1 Defining Social Media
2 Types of Social Media
This is an example text. Go ahead and replace it
3 Types of Social Media Users
4 Groundswell Profile Tool
5 Social Media Optimization
6 Measuring Social Media Success
7 Successful Social Media Campaigns Y
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3. Defining Social Media
 Social media essentially is a category of online media
where people are talking, participating, sharing,
networking, and bookmarking online. Most social
media services encourage discussion, feedback,
voting, comments, and sharing of information from all
interested parties.
 It's more of a two-way conversation, rather than a one-
way broadcast like traditional media. Another unique
aspect of social media is the idea of staying connected
or linked to other sites, resources, and people.
- Ron Jones
(President/CEO of Symetri Internet Marketing)
Y
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4. Social Media Characteristics
• Engagement
• Buzz Generation
• Awareness
• Shared experience
• User controlled
• Active participation
• Multi-platform Y
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5. Confusions!
• Internet Marketing Vs Social Media Marketing
• Social Network Vs Social Media
Y
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6. Internet Marketing Vs Social Media
• Search Engine Optimization (SEO)
• Google Adwords & Pay per Click
• Google AdSense
• Banner Ads
• E-Commerce Newsletters
• E mails
• Online Magazines
• Online City Guides
• Website
• Social Media
Social Media is a PART of Internet Marketing
Y
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7. History of Social Media
 Started about 20 years ago
 Open Diary - online diary writes community
 Weblog – Web log > “we blog”
 High Speed internet
 Web 2.0 and User Generated Content (UCG)
 MySpace (2003)
 Facebook (2004)
 Social Media
What’s New?
Virtual Worlds & Avatars!!
Y
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8. Web 2.0 & UGC
Web 2.0
• A new way software developers and users utilize the www
• Content and applications are continuously modified by all users.
• High participation and collaboration
• Not a technical update of www
• Change in some of the basic set of functionalities and features.
o Adobe Flash
o RSS
o Mash-up
o Ajax Support
o Web Services
o Iterative language
• The platform for evolution of social media
UGC
• Sum of all the ways in which people can make use of social media
• More control for the user/consumer Y
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9. Evolution of www
Y
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10. Types of Social Media
1. Collaborative Projects
2. Blogs & Microblogs
3. Content Communities
4. Social Networking Sites
5. Social Events Sites
6. Social Advertising Sites
7. Location Based Social Networks
8. Virtual Worlds
Y
Social Network is a PART of Social media © 2011

11. 1. Collaborative Projects
• Allows joint and simultaneous creation of content by many end users
Types
 Wikis – Websites which allows multiple users to add, remove, and
change text based content.
 Social bookmarking – enables users to bookmark and share favourite
websites with an entire community.
 Social News Sites – Allows members to submit new stories, articles,
blog posts, videos, and photos to the community and rate the content.
 Forums and Message Boards – “Granddaddies” of social media.
Main idea: The joint effort of many actors would lead to a better outcome Y
than actor could have achieved individually. © 2011

12. 2. Blogs & Microblogs
Blogs
• Special types of websites that usually display date-
stamped entries in reverse chronological order.
• Earliest form of social media
• Usually managed by one person
• Possibility of interaction in the form of comments
• Blogs have begun to take different media formats.
E.g. Jsutin.tv – personalized television channels that
allows real time image broadcast through webcam.
Y
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13. 2. Blogs & Microblogs
Microblogs
• Abbreviated blog consisting of short messages
• Real Time
• Direct Convesation @
• Create or follow a group conversation on a specific
topic using hashtags. E.g. #quotes
• Twitter and Plurk
Y
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14. 3. Content Communities
• Sharing of media content between users
• No personal profile page
• Only basic information such as date joined, number of
videos shared etc.
Types
 Text:
 Photos:
 Videos:
 Power Point Presentations: Y
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15. 4. Social Networking Sites
Applications that allow users to connect by creating personal
information profiles.
Y
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16. 5. Social Events Sites
Network of individuals interested in various offline group meetings
and events in various localities around the world.
Y
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17. 6. Social Advertising Sites
An online social marketplace where users post advertisements to
buy or sell products or services.
Y
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18. 7. Location Based Social Networks
• Combination of social media, mobile networking and GPS
• Allows users to check-in at various locations to earn rewards
• A competitive game where users compete to accumulate rewards
Y
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19. 8. Virtual Worlds
•Platforms that replicate three dimensional environment
•Users can appear in the form of personalized avatars and interact with each
other as they would in real life.
Virtual Game Worlds Virtual Social Worlds
• Requires users to behave according to • Allows inhabitants to choose their
strict rules in the context of MMORPG behaviour freely and essentially live a
(massively multiplayer online role-playing virtual life similar to their real life.
game).
• Second Life: Linden Dollars traded
against US Dollar.
Y
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20. 8. Virtual Worlds Ads
• Toyota Commercial (2.5 million • Coke commercial
players in US alone) Y
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21. Types of Social Media Users
1. Creators – Create blogs, videos, wikis, forums
2. Critics – Comments on blogs, reviews, respond to forum threads, rate
products and services
3. Collectors – Share bookmarks, pictures, videos
4. Joiners – Interacts in online social communities such as Facebook
5. Spectators – Blog readers, subscribe to RSS
6. Inactives – Internet users, older crowd
Y
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22. The Groundswell Profile Tool
• Demographic profiling tool
• Uses the most recent data from Forrester’s
survey
• Locates their target demographic according
to six types of social media users
• Classifies target social media users by age
group, gender, and country
http://www.forrester.com/empowered/tool_consumer.html
• Does not specify which social media tools
the users use
Y
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23. Social Media Optimization
• Right key words
• Target the right communities
• Consistent message
• Findable content
• Fresh content
• Current and regularly updated
Y
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24. Measuring Social Media Success
SEO & PPC Social Media
• Easy • Difficult
• Onsite • Offsite
• ROI • ROC
• Automated • Manual
• Confidential • No confidentiality
Y
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25. Measuring Social Media Success
• Buzz monitoring tools
– Google Alerts, Radian6, Techrigy
• Positive or negative sentiment
• Number of comment, bookmarks, friends, fans, visitors, tags, overall
traffic
• Time spent on the site
• Number of photos and videos uploaded
• Depends on the type of media, audience and goal of the campaign
Y
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26. Starbucks embraces Social Media
Y
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27. Gap: New logo Vs Old logo
Last week, we moved to address the feedback and began exploring how we could tap into all of
the passion. Ultimately, we’ve learned just how much energy there is around our brand. All
roads were leading us back to the blue box, so we’ve made the decision not to use the new
logo on gap.com any further. - Gap president Marka Hansen
Y
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28. IKEA: Successful Social Media Campaign
• This Facebook marketing campaign involved the store manager of the Malmo Ikea store posting pictures of
the new showrooms where people who tagged the items first, won that product. The result was a viral word of
Y
mouth campaign that quickly spread to people’s Facebook friends and created huge product awareness.
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29. VW: Successful Social Media Campaign
http://www.rolighetsteorin.se/bluemotion/en/overview/#/alla/
• This was a social experiment using humor to drive engagement and influence customer behavior. It
involved Volkswagen transforming a Swedish subway staircase into a giant functioning piano. The result,
66% more people choosing the steps rather than the escalator. This won the 2010 Cyber Grand Prix Lion
Y
at the Cannes International Advertising Festival.
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30. Old Spice man: The Legend
Isaiah Mustafa was already popular in TV commercial but when a campaign was created that
allowed him to respond to questions via online videos(180 in fact) and Twitter the buzz that it
generated spread around the world. The results are still being counted.
• Isaiah Mustafa was already popular in TV commercial but when a campaign was created that allowed
him to respond to questions via online videos(180 in fact) and Twitter the buzz that it generated spread
Y
around the world. The results are still being counted.
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31. Social Media is talking over!
Ranking of search sites (ComScore Report, 2008)
Y
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32. Bibliography
• Jones, Ron. "Social Media Marketing 101, Part 1 - Search Engine Watch (SEW)." Search Engine
Marketing, Search Engine Optimization (SEO) and Paid Search Advertising (PPC) - Search
Engine Watch (SEW). 16 Feb. 2009. Web. 13 Apr. 2011.
<http://searchenginewatch.com/3632809>.
• Kaplan, A, & Haenlein, M 2010, 'Users of the world, unite! The challenges and opportunities of
Social Media', Business Horizons, 53, 1, pp. 59-68, Business Source Elite, EBSCOhost, viewed
13 April 2011.
• Evans, Liana. Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other
Social Media. Indianapolis, IN: Que, 2010. Print.
• Admin. "A Sysomos Snapshot: Starbucks Embraces Social Media « Sysomos Blog." Sysomos
Blog. 23 May 2009. Web. 14 Apr. 2011. <http://blog.sysomos.com/2009/05/23/a-sysomos-
snapshot-starbucks-embraces-social-media/>.
• Evans, Mark. "The Gap « Sysomos Blog." Sysomos Blog. 21 Sept. 2009. Web. 14 Apr. 2011.
<http://blog.sysomos.com/tag/the-gap/>.
• "Empowered." Forrester Research. Web. 14 Apr. 2011. Y
<http://www.forrester.com/empowered/tool_consumer.html>. © 2011