January 10 2011
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    January 10 2011 January 10 2011 Presentation Transcript

    • INSIGHTS ANDOPPORTUNITIES IN SOCIAL MEDIA january 10, 2011
    • INTRODUCTIONS
    • CLASS RULESDISCUSS -- DEBATE -- PARTICIPATE
    • lecture PARTICIPATION
    • CLASS STRUCTURE• discuss previous class• discuss reading• break• discuss additional material• review upcoming reading and assignments
    • REQUIRED READING
    • SUGGESTED READING
    • GRADING• assignment 1: Hands On - 10%• assignment 2: Case Study - 40%• assignment 3: Final Pres - 50%
    • ACCESSING CLASS CONTENT• Mobile: 773.910.7685• Email: parkerman43@gmail.com• Twitter: ParkSocClass• Slideshare: slideshare.net/Parkerman• Blog: parksocclass.blogspot.com
    • "Social media is like teen sex.Everyone wants to do it. No oneactually knows how. When finallydone, there is surprise its notbetter.” Avinash Kaushik, Google analytics guru (through Twitter, March 2, 2009)
    • MY OBJECTIVESTHEORY -- APPLICATION -- TOOLS -- ONGOING
    • what WHY
    • TOPICS• innovations and trends in social media• applying social media to overall marketing• strategic approaches to social media• research in the social graph
    • YOUR OBJECTIVES ?
    • What do you think of social media?
    • “Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication intointeractive dialogues... social media is a blending of technology and social interaction for the co- creation of value.”
    • “social interaction”
    • “highly accessible”
    • “scalable”
    • “interactive dialogue”
    • “co-creation”
    • “value”
    • “The internetscompletely over”
    • "The internets completely over. I dontsee why I should give my new music toiTunes or anyone else. They wont pay mean advance for it and then they get angrywhen they cant get it."The internets like MTV. At one time MTVwas hip and suddenly it becameoutdated. Anyway, all these computersand digital gadgets are no good."They just fill your head with numbersand that cant be good for you."
    • Participation = Means +Motivations +Opportunity
    • 46!
    • Dell’s actions resulted in $6 million in sales via thecustom URL that tracked usage of the discountcoupon.!
    • • Goals / objectives of the brand• Marketing strategy• Consumer behavior & insights• Messaging• Media landscape / Digital ecosystem
    • Social media doesn’t replace traditional media• It’s more a megaphone for conversations• It’s a new conduit for consumer understanding• It’s a new system of accountability – checks and balances
    • AMATEUR! AMATEUR!AMATEUR! AMATEUR!
    • READING AND ASSIGMENT• Read Cognitive Surplus chapters 1 & 2• Begin Assignment 1