6. Social Media as a concept
“Social media employ mobile and web-
based technologies to create highly
interactive platforms via which individuals
and communities share, co-create,
discuss, and modify user-generated
content. It introduces substantial and
pervasive changes to communication
between organizations, communities and
individuals”H. Kietzmann, Jan; Kristopher Hermkens
(2011). "Social media? Get serious! Understanding the functional
building blocks of social media". Business Horizons 54: 241–251
17. Why do people use Social Media?
Fun
Feel Part of the Community
(Human Nature)
Vanity
Voyeurism
Escapism / Distraction
Distraction
Information
18. Social vs. Industrial Media
Quality
Reach
Frequency
Accessibility
Usability
Immediacy
Permanence
27. No Brainer...
Designed to propagate your message if…
◦ Sufficient connections/fans/followers/friends
◦ Create or curate relevant content
◦ Understand and make full use of technology available
◦ Keep content relevant and up to date
◦ Relinquish at least some control of your
content/campaign
◦ Buy-in from target
◦ Internal buy-in/ownership
◦ Engage target and promote cross user engagement
50. Evaluating Social Media
Track against objectives
Add value (sales, leads)
Clients to advocates –
Community & Event
Brand Image
Resources saved
52. Custom Social Media Strategy
Private Banking Conference (200)
Large Scale Music Festival (50,000)
Scientific Congress (2,000)
Corporate Incentive Travel (50)
Charity Fundraiser (500)
Association General Assembly (1000)
53. Custom Social Media Strategy
Set Objectives
Choice of Channels
Pre – During – Post Event
IT Integration
Measurements against objectives
Use Social Media Menu for reference
http://bit.ly/Z200BS
Which ones do you use?
How long do you spend each day on social media?
http://m1c.com/tag/social-media/
Is Google still King?
Quality - In industrial(traditional) publishing—mediated by a publisher—the typical range of quality is substantially narrower than in niche, unmediated markets. The main challenge posed by content in social media sites is the fact that the distribution of quality has high variance: from very high-quality items to low-quality, sometimes abusive content. [7]
Reach – both industrial and social media technologies provide scale and are capable of reaching a global audience. Industrial media, however, typically use a centralized framework for organization, production, and dissemination, whereas social media are by their very nature more decentralized, less hierarchical, and distinguished by multiple points of production and utility[8].
Frequency - the number of time an advertisement is display on social media platforms.
Accessibility – the means of production for industrial media are typically government and/or corporate (privately-owned); social media tools are generally available to the public at little or no cost[8].
Usability – industrial media production typically requires specialized skills and training. Conversely, most social media production requires only modest reinterpretation of existing skills; in theory, anyone with access can operate the means of social media production[8].
Immediacy – the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses)[8].
Permanence – industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing[8].
http://en.wikipedia.org/wiki/Social_media
User base
Demographics
Amplification Potential
Usage Patterns
Security /Privacy Settings (Tagging)
Friends Lists
Groups (Easy to grow, limited statistics)
Pages (Professional, correct voice – opt in marketing)
Voice
User base
Demographics
Amplification Potential
Usage Patterns
Update Search
Updating Profile
Rolodex
Skills (new)
Groups (messaging, creating v moderating v participating)
Answers
Connecting
Job Hunt
User base
Demographics
Amplification Potential
Usage Patterns
@ # etc.
Tweetchats & tweetups
Advanced twitter search
Content
Pro v Personal profile
Security /Privacy Settings (Tagging)
Friends Lists
Events
Groups (Easy to grow, limited statistics)
Pages (Professional, correct voice – opt in marketing)
Voice
Updating Profile
Rolodex
Skills (new)
No more Events
Groups (messaging, creating v moderating v participating)
Answers
Connecting
Job Hunt
Following (not mutual)
Who to follow
@ # RT etc.
Protocol
Lists
Tweetchats & tweetups
Advanced twitter search
Social TV
Selecting Channels
Filters/Listening
Scheduling
Link Shortening
Statistics
What do you want to achieve via Social Media?
What do you want the audience to do?
What information do you want to find? (research instead of survey?)
What and how do you want to communicate
http://cybernations.wikia.com/wiki/File:People-out-persp.gif