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6226 2014 week1_part1_share
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6226 2014 week1_part1_share
6226 2014 week1_part1_share
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Introduction to Social Media MKTG 6226F Winter 2014 Class 1 part 1

Introduction to Social Media MKTG 6226F Winter 2014 Class 1 part 1

Published in: Social Media, Business, Education
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  • 1. January 6, 2014 Class 1: Introduction Prof = Rob Kozinets Office - 329N Secretary = Sheila Sinclair Phone = (416) 736-2100 x. 20513 Email = rkozinets@schulich.yorku. ca or rkozinets@gmail.com MKTG 6226F: Social Media for Marketing and Management
  • 2. Leonardo  da  Vinci  (Italian   dra+sman,  Painter,  Sculptor,   Architect  and  Engineer  whose   genius  epitomized  the   Renaissance  humanist  ideal.   1452-­‐1519)  
  • 3. RelaEonships  
  • 4. The  Cluetrain  Manifesto   •  95  “Theses”   •  Thesis  1:  Markets  are   ConversaEons   •  Thesis  2:  Markets  consist   of  human  beings,  not   demographic  sectors   •  Thesis  3:    ConversaEons   among  human  beings   sound  human.  They  are   conducted  in  a  human   voice.  
  • 5. The  Cluetrain  Manifesto   •  Thesis  4:  Whether  delivering   informaEon,  opinions,   perspecEves,  dissenEng   arguments  or  humorous   asides,  the  human  voice  is   typically  open,  natural,  and   uncontrived   •  Thesis  5:  People  recognize   each  other  as  such  from  the   sound  of  this  voice   •  Thesis  6:  The  Internet  is   enabling  conversaEons  among   human  beings  that  were   simply  not  possible  in  the  age   of  mass  media  
  • 6. Modern  CorporaEons   •  Dehumanize  relaEonships   into  quanEfied  valuaEons   •  Tend  to  be   “inauthenEcity  engines”   •  ConversaEon  Terminators   •  Reward  us  for  forgeWng   the  human  voice   •  Social  media  demands   wake  us  up  from  this   terminaEng  trajectory  

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