Social Media & Marketing

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Master Class @ EENT
EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES

Interactive Media Lab
University of Barcelona

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Social Media & Marketing

  1. 1. Social Media and Marketing<br />Alessandro Bernardi<br />@Bernardamus<br />
  2. 2. Outline of the Class<br />>Assess the types of social media<br />>Engage with your audiences: social segmentation<br />>Assess good and bad social media practices<br />(for marketing, communication, education, ..)<br />>Social Media Monitoring and online reputation<br />>”Deep Dive” into Twitter (tutorial and case studies)<br />
  3. 3. The TimeLine of Social Media<br />
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  16. 16. The NewBorn Social Network: Will fB die?<br />You don’t need to reciprocate friendship<br />
  17. 17. > Google+ puts your life … in Circles!<br />*similar toDiaspora and it’sAspects<br />
  18. 18. Social Media is all about…<br /> … SHARING!<br />
  19. 19. What isSocial Media Marketing ?<br />Social Media Marketing (SMM) <br />is the process of generating interest and excitement in a Brand, product or service through various Social Media Platforms by creating valuable branded content and promoting it. <br />
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  26. 26. CASE STUDY: Customerservice + PROMOs<br />
  27. 27. CASE STUDY:<br />Howtolearnfrommistakes<br />2005.<br />Jeff Jarvis writes in his blog BuzzMachine.com:<br />“DELL LIES. DELL SUCKS”Online reputation Crisis ends up in the New York Times and Business Week2006. Dell hires an expert to monitor the social media <br />2008. <br />Dell sells Outlet products via Twitter for a value of 1 M$...<br />2011.<br />Dell has >2 M followers on Twitter and 512.000 fans on FB.<br />
  28. 28. CASE STUDY: wrong attitude to customers<br />
  29. 29. Let’s<br />Spam!<br />Gutenberg<br />1440<br />2011 : Social Media Revolution<br />Marketing, Impressions, Sales, ROI…<br />Is that All?<br />
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  32. 32. The new interactive WIKIPEDIA?<br />
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  34. 34. Who Uses Social Media?<br />0-17 y. (15%) 18-24 y. (9%) 25-34 y. (18%)<br />35-44 y. (25%) 45-54 y. (19%) <br />55-64 y. (10%) 65 + y. (3%)<br />
  35. 35. Social Media in Education<br />
  36. 36. What are educators doing online?<br /><ul><li>71% watched online video/
  37. 37. 59% visited social networking site
  38. 38. 55% read blogs/wikis</li></li></ul><li>
  39. 39. How to use Social Media?<br />Barack Obama 5 million FANS on Social Media<br />5,4 million CLICKED on a “I voted for Obama facebook button”<br />
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  45. 45. The SOCIAL MEDIA stars…<br />
  46. 46. The Twitter REVOLUTION…<br />Jack Dorsey and Evan WilliamsstartedTwitter in 2006<br />
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  50. 50. Profile<br />http://twitter.com/user<br />
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  52. 52. Home<br />Status<br />TrendingTopics<br />
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  54. 54. #FF<br />Our FOLLOWERS talk with us<br />
  55. 55. @username<br />Mention/reply/chat<br />#hashtag<br />Topic/channel/event<br />RT @username<br />Forward/copy&paste<br />DM @username<br />Privatemessage<br />
  56. 56. Interacting with the Timeline<br />1<br />2<br />3<br />
  57. 57. “Online” debates : the #HASHTAGS <br /><ul><li>Search topics of public interest
  58. 58. Chronicles of events
  59. 59. Tune yourself into a #channel
  60. 60. Interact, ask/answer questions</li></li></ul><li>
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  62. 62. VS.<br />?<br />?<br />
  63. 63. >Friends, Family, Acquaintances<br />>Private space<br />>Mirror of Real Society<br />>Contacts are “Geolocalized”<br />>Total Freedom<br />>OPEN Social Network<br />>No Barriers<br />>Share Ideas and Interests<br />
  64. 64. VIP<br />ARTISTS<br />Are you ready for the <br />Twitter Democracy?<br />MEDIA<br />PEOPLE<br />TWITTERLEBRITY<br />
  65. 65. We can FOLLOW the whole world…<br />
  66. 66. Let’s map the Twitter users…<br />
  67. 67. Searching Ideas & People…<br />
  68. 68. … searching the emotions<br />
  69. 69. Status<br />“FRIENDS”<br />NEWS<br />MUSIC<br />IDEAS<br />ALL <br />
  70. 70. Who Should I Follow?<br />The importance of INFLUENCE<br />
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  72. 72. >It’s not only important to have many followers<br />>It’s important to have followers with influence<br />
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  76. 76. This can also be used with students!<br />
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  79. 79. Quick Response<br />
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  82. 82. Journalism 2.0:<br />INSTANTANEOUS!<br />
  83. 83. Press gets news from Twitter<br />
  84. 84. CyberActivism:<br />Follow a Revolution<br />Google launches a Voice-to-Twitter service<br />Tweets automatically include “#egypt”<br />@Speak2Tweet<br />
  85. 85. CyberActivism:<br />Twitter for a Good Cause<br />
  86. 86. Twitter + Festival = TWESTIVAL<br />
  87. 87. Thank you!<br />alesbernardi@gmail.com<br />@Bernardamus @TwestivalBCN @TheC_World<br />Alessandro Bernardi<br />MORE INFO (link to YouTube video) <br />Social Media Revolution<br />

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