Lecture Jan 11 2010

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Class 1:
- Individual introductions.
- Course objective
- Topics the course will cover.
- Overview of books and chapters.
- Overview of grading system: Assignments, cases, end of semester exam
- Discussion of basics of social media
- Implications of Social Media on society, companies, and marketing
- Discuss first assignment: Case study on a company that has been effective in using social media.

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Lecture Jan 11 2010

  1. 1. Insights and opportunities in social media<br />Class 1<br />
  2. 2. &quot;Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it&apos;s not better.”<br />AvinashKaushik, Google analytics guru (through Twitter, March 2, 2009)<br />
  3. 3. Introductions<br />Name<br />A bit about yourself<br />Why you’re taking this class<br />
  4. 4. Rules for the class<br />Discuss<br />Debate<br />Participate<br />
  5. 5. Structure<br />10 minutes discussing previous class, questions, etc.<br />50 minutes presentation<br />15 minute break<br />50 minutes presentation AND/OR work time (depending on need)<br />25 minutes assignment discussion, q&a, etc.<br />
  6. 6. Objectives: Mine<br />Theory<br />Resource / tools<br />Application<br />Ongoing use and updating<br />
  7. 7. Objectives: Yours<br />
  8. 8. Topics<br />Impact of social media<br />Trends in social media<br />Using the social graph as a research tool<br />Participating in the social graph<br />Implementing a social media platform<br />
  9. 9. Reading<br />
  10. 10. Suggested, but not required<br />
  11. 11. Grading<br />Case study 20%<br />Research report 20%<br />Practice campaign 20%<br />Exam (essay) 40%<br />
  12. 12. Accessing class content<br />
  13. 13. Questions?<br />
  14. 14. Overview of Social Media<br />
  15. 15. What is social media?<br />
  16. 16. 1/9/10<br />16<br />
  17. 17.
  18. 18. Social Media: Defined?<br />Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).<br />
  19. 19. “highly accessible and scalable publishing techniques”<br />
  20. 20. “social interaction”<br />
  21. 21. “many to many”<br />
  22. 22. The value of social media<br />
  23. 23. Does not replace traditional media<br />It’s more a megaphone for conversations<br />It’s a new conduit for consumer understanding<br />It’s a new system of accountability – checks and balances<br />
  24. 24. Like anything else, social media benefits from a broader strategic approach<br />Goals / objectives of the brand<br />Marketing strategy<br />Consumer behavior & insights<br />Messaging<br />Media landscape / Digital ecosystem<br />1/9/10<br />24<br />
  25. 25. 25<br />Sources of Trusted Information<br />(scale of 1 to 10)<br />
  26. 26. 26<br />Reasons for Using Social Networks<br />
  27. 27. 1/9/10<br />27<br />
  28. 28. Social Media Participation Segments<br />Desire to have an impact<br />Desire to be heard<br />Desire to participate<br />Desire to belong<br />Desire to understand<br />Source: Forrester, 2008<br />Source: Forrester, 2008<br />
  29. 29. The implications from social media<br />
  30. 30. 1/9/10<br />30<br />Thesis 1<br />Markets are conversations.<br />Thesis 3<br />Conversations are conducted in a human voice.<br />Thesis 12<br />There are no more secrets.<br />Thesis 52<br />Paranoia kills conversations. But lack of open conversations kills companies.<br />Thesis 60<br />Markets want to talk to companies.<br />*Originally written in 2000<br />1 year before the dot com bubble completely burst<br /> years before MySpace or Facebook were created<br />6 years before people were tweeting<br />
  31. 31. DEMOCRACY<br />expertise<br />PUBLISHING<br />collecting<br />INSPIRATION<br />information<br />IDEA FIRST<br />technology first<br />
  32. 32. Size of the web<br />Traditional destinations<br />
  33. 33. Communication<br />
  34. 34. Communication<br />simultaneous<br />parallel<br />disconnected<br />
  35. 35. Stories<br />content WAS king<br />
  36. 36. Stories<br />now, it’s about PARTICIPATION<br />who<br />how many<br />how often<br />
  37. 37. Structure<br />
  38. 38. Structure<br />
  39. 39. Structure<br />A transactive memory system is a system through which groups collectively encode, store, and retrieve knowledge.<br />INFORMATION RETRIEVAL<br />EXPERTISE<br />
  40. 40. Craft<br />CRAFTSMAN<br />
  41. 41. Craft<br />AMATEUR<br />AMATEUR<br />AMATEUR<br />AMATEUR<br />
  42. 42. Value judgments<br />clutter<br />selective attention<br />publish then filter<br />unfinished<br />
  43. 43. A case<br />
  44. 44. Dell - 1st Post: Minor Impact, Neutral Sentiment<br />44<br />
  45. 45. Dell - Post 2: Major Impact, Negative Sentiment<br />45<br />
  46. 46. Dell - Post 2: Quickly Propogates<br />46<br />
  47. 47. Dell - Post 3: Major Impact, Positive Sentiment<br />47<br />
  48. 48. Dell - Post 3: A Negative Turned to Positive Sales<br />Dell’s actions resulted in $6 million in sales via the custom URL that tracked usage of the discount coupon.<br />48<br />
  49. 49. Dell - Timeline and Propagation Map<br />Propagation Map: June 14th - June 21st<br />49<br />
  50. 50. First Assignment: Case Study<br />
  51. 51. Overview of assignment<br />Find a company that has used social media successfully<br />Outline:<br />Problem the company was solving for<br />The methods employed<br />Success metrics<br />Include sources<br />Include implications<br />Include critical analysis of what worked and what didn’t<br />Due one week from today<br />20% of grade<br />

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