Social Media

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Here's the presentation I used concerning Social Media, in het course of Online Publishing, MA Cultural Studies, Catholic University of Leuven.

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Social Media

  1. 1. Social mediaOnline Publishing, 2012 Caroline Stockman
  2. 2. Social media What? A definition Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings www.creativemediafarm.com/information/glossary a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content. Kaplan, Haenlein
  3. 3. Social media What? Examples • Social networking: Facebook, Myspace, Linkedin,... • Sharing: Youtube, Flickr, Picasa, deviantArt, Scribd, PianoFiles... • Blogs: LiveJournal, OpenDiary, Vox, Wordpress, Edublogs,... • Microblogs: Twitter • Social bookmarking: Delicious, CiteULike,...
  4. 4. Social media> social networking Facebook • launched Feb 2004 • CEO Mark Zuckerberg, CA, USA • 1.000.000.000 active users per month • 4.000.000.000 pieces of content shared per day
  5. 5. Social media> social networking Facebook However: • blocked Pakistan, Syria, Iran, Vietnam and China... Few days in Egypt in 2011 • banned from several workplaces & schools  Issue : Intellectual property & privacy
  6. 6. Social media> social networking> Issue Copyright & privacy
  7. 7. Social media> social networking> Issue 3 Copyright & privacy Sharing Your Content and Information 1. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty- free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.
  8. 8. Social media> social networking> Issue 3 Copyright & privacy Sharing Your Content and Information 1. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty- free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.
  9. 9. Social media> social networking> Issue 3 Copyright & privacy Sharing Your Content and Information 1. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty- free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it. 2. When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).
  10. 10. Social media> social networking> Issue 3 Copyright & privacy Sharing Your Content and Information 1. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty- free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it. 2. When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).
  11. 11. Social media> social networking> Issue 1 Copyright & privacy deviantART does not claim ownership rights in Your Content. For the sole purpose of enabling us to make your Content available through the Service, you grant to deviantART a non-exclusive, royalty-free license to reproduce, distribute, re-format, store, prepare derivative works based on, and publicly display and perform Your Content.
  12. 12. Social media> social networking Golden Rule Social media -informal -fast -public
  13. 13. Social media> social networking Golden Rule Social media -informal -fast -public Nothing online is absolutely private. Be careful what & where you publish on the internet.
  14. 14. Social media> social networking Linkedin http://www.linkedin.com/
  15. 15. Social media> social marketing Social marketing Synonyms Social media marketing Social media optimization (SMO) Social media campaign Online reputation management Definition A form of marketing which uses social media to promote a new product, a brand, a company, to enhance the companys reputation, to boost sales, etc. SO: everyday marketing, via blogs, twitters, networksites, etc.
  16. 16. Social media> social marketing Case study: Ikea - Website (www.ikea.com) - wikipedia page (http://en.wikipedia.org/wiki/IKEA ) - https://www.ikeafamilylive.com/en/ - http://www.ikeahackers.net/ - http://www.ikeafans.com/ - ... - IKEA fan page on facebook - "Everytime I go to IKEA I steal the little wooden pencils!" group
  17. 17. Social media> social marketing Case study: Ikea
  18. 18. Social media> social marketing Case study: Ikea
  19. 19. Social media> social marketing Case study: Ikea - 2009. Ikeas Malmo store campaign: facebook profile for store manager (Gordon Gustavsson)  in photo album, images from IKEA furniture  first person to tag their name to a product in a photo, wins that piece of furniture Result: more people asked for more pictures, more things to win  more & more pictures = more & more publicity http://creativity-online.com/work/ikea-facebook-showroom/17962 http://www.youtube.com/watch?v=0TYy_3786bo
  20. 20. Social media> social marketing Case study: Beer festival http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-
  21. 21. Social media> social marketing Case study: Beer festival 232 followers MAAR ReTweets : Twitter audience 6x 23 confirmed attendees: underperformed expectation within 48 hours: page one on Google sold 856 tickets (114% above target). 24742 unique visitors
  22. 22. Social media> social marketing Case study: Beer festival Result: 1350 attended the event (target was 1000) 63% were a result of social media marketing £571 revenue per hour spent on social media £11,41 for each £1 spent on social media Twitter = best performance
  23. 23. Social media> personal promotion Personal promotion - marketing to be recognised as an expert - The Obama campaign • Facebook: 3.000.000 fans (vs McCain 600.000) • Myspace: 850.000 fans (vs McCain 200.000) • private social network My.BarackObama.com (1.000.000 members) • Youtube channel  140.000 subscribers (Martha Stewart: 4000 subscribers)  20.000.000 channel views (AC/DC 1.200.000 channel views)  2000 videos uploaded (Oprah: 80 videos) • Flickr • Twitter Average numbers! • etc.
  24. 24. Social media> social marketing Twitter - Microblogging. "What are you doing now" Obama, Oprah, John Edwards, Shaquille ONeille, John Cleese, Al Gore, Demi Moore, Arnold Schwarzenegger, David Mitchell, Jamie Oliver, Coldplay, Britney Spears, Paris Hilton ... - Social marketing / personal promotion - Incentive based tweeting
  25. 25. Social media> Twitter> social marketing Case study: Moonfruit - free website building service - 2009 campaign: put #moonfruit in a tweet randomly selected user would win Macbook/day - ! no limits in number of mentions http://www.moonfruit.com/
  26. 26. Social media> Twitter> social marketing Case study: Moonfruit 200.000 mentions per day Website gained 600% new traffic Website service 100% new sign up http://twitter.com/moontweet
  27. 27. Social media> social marketing Ethics of marketing? Does the end justify the means? Is it proper use of the social dynamics online? Would it be okay for Twitter/Facebook/etc. to intervene?
  28. 28. Social media> social marketing Free speech? Is it OK for governments to censor content? Is it OK for social media platforms to censor content?
  29. 29. Social media> back then http://www.dutchcowboys.nl/advertising/20480
  30. 30. Social media Meer informatie Pay with a tweet (incentive based tweeting) A friends tweet could be an ad (ethics of incentive based tweeting) Marten, de ijscoman (social media marketing) Facebook en privacy 2.0 The Obama campaign (personal promotion) Here as well http://twitter.com/moontweet

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