Introduction To Social Media MBA Class At Webster University
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Introduction To Social Media MBA Class At Webster University

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This is the introduction to social media class that I presented for Jim Shankle's MBA class at Webster University

This is the introduction to social media class that I presented for Jim Shankle's MBA class at Webster University

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  • My long route to Social media
  • Also reco Love is the Ultimate AppBecome genuinely interested in other people.Make the other person feel important and do it sincerely.If you're wrong, admit it quickly and emphatically.Sympathize with the other person.Appeal to noble motives.
  • How are they social media, their name is in the title
  • Get the graph from the report Tyler bought
  • Facebook badges
  • Google Blog SearchIce Rocket Technorati
  • http://www.forrester.com/empowered/tool_consumer.html
  • http://mashable.com/2010/07/05/5-social-media-trends/

Introduction To Social Media MBA Class At Webster University Introduction To Social Media MBA Class At Webster University Presentation Transcript

  • Collin Condray
    Twitter.com/ccondray
    SocialMediaRevolutionary.com
    collin@SocialMediaRevolutionary.com
    9/14/2010
    An Introduction To Social Media
  • Introductions
    2
  • Collin Condray
    3
    Web developer
    MBA from the U of A
    Category Manager
    Director of Retail Social Media
    Digital Strategist at Saatchi & Saatchi X
  • Please Ask Questions!
    4
  • Excellent Resources
    5
    Groundswell and Trust Agents
  • What Is Social Media/Social Networking?
    6
  • What Is Social Media?
    7
    AKA Social Networking AKA Web 2.0
    Twitter and Facebook
    These are the technologies.
  • What is Social Media?
    “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.”
    - Groundswell
    8
  • What Is Social Media?
    9
    Social media networking is no different than regular networking.
    Same rules in How to Win Friends and Influence People apply.
  • What Is Social Media?
    10
    Public reactions to entire networks, unlike email which is only between two participants.
    Even once closed networks like Facebook are revealing more to the public.
  • Why Should I Care About Social Media?
    11
  • The Social Media Revolution
    12
  • Why Should I Care About Social Media?
    13
    The always on power of networking
    Help others and get help. Crowdsourcing.
    “All of us are smarter than one of us.”
  • What Forms Of Social Networking Are There?
    14
  • People Creating
    15
  • How They Work - Blogs
    16
    Mostly text and similar to a journal but contains written content, links, reader comments, and pictures.
    Many services (WordPress, Blogspot, Blogger, Posterous, Tumblr) allow users to participate for free.
  • How They Work - Podcasts
    17
    Audio and video files typically available through subscribing to a service like Apple’s iTunes.
    They typically live on a web site or blog that allows comments.
    Can be created easily with off the shelf software or with a smart phone.
  • How They Work – Video/Photos
    18
    Users create videos or take pictures and upload them to their respective sites.
    No cost to upload. Can store a limited (but not restrictive) amount of media
  • How They Challenge Existing Players
    19
    Blogs are unregulated so anything goes.
    No editors.
    Fact and opinion are mixed. Rumors are reported, and conflicts of interest are not disclosed.
  • People Connecting
    Social Networking (LinkedIn, Twitter, Facebook)
    20
  • Social Networking in Plain English
    21
  • How They Work
    22
    Profiles
    Brief description of who they are
    Where they live
    What they like
    Where they work
  • How They Work
    23
    Friends
    Friend requests
    Friends can see more of the interactions
  • How They Challenge Existing Players
    24
    They take attention away from other activities such as TV.
    They enable people to collaborate who would have never met before.
  • People Collaborating
    25
  • How They Work
    26
    • Wikis – sites that house content generated and edited by multiple users.
    • Examples
    • Wikipedia
    • Conservapedia
    • wikiHow
    • The community keeps order by watching the content and ideals of the community.
  • How They Work
    27
    Open Source Software – Software generated by interested groups of programmers
    Examples:
    Linux
    OpenOffice
    Apache
    Firefox
    Wikis
  • How They Challenge Existing Players
    28
    The users highlight or build what they think is important not what a company thinks is important.
    Example: Nike’s page has a section on their alleged human rights abuses.
  • People Reacting to Each Other
    Forums, Ratings, and Reviews
    29
  • How Do People Use Social Media?
    Forums (e.g. Yahoo and Google Groups)
    Bypass official reviewers. Anyone can point out flaws in what you’re doing.
    30
  • How Do People Use Social Media?
    Ratings (eBay seller ratings)
    Reviews (Amazon product reviews, Rotten Tomatoes movie reviews)
    31
  • How They Challenge Existing Players
    32
    Takes commentary from the hands of “experts” and gives the customers the opportunity to have their say.
    A single customer can criticize any one thing that has gone wrong (e.g. there’s a fly in my soup, the hotel smells funny, the video is boring).
  • People Organizing Content
    Tagging
    33
  • How They Work
    34
    Taxonomy vs. Folksonomy
    In a taxonomy, everything has its own spot defined by the experts.
    Example: In the taxonomy of species, Homo sapiens is a mammal, while Tyrannosaurus rex is a reptile
  • How They Challenge Existing Players
    35
    Organizations have no control over how they are tagged.
    WalmartingAcrossAmerica.com was labeled fake.
  • Accelerating Consumption
    RSS and Widgets
    36
  • How Do People Use Social Media?
    Accelerating consumption
    RSS (Really Simple Syndication)
    Widgets (Toys R Us)
    37
  • How They Work
    38
    RSS has two elements.
    A transmitter that sends a feed of new items generated by a site (blog posts, Flickr photos).
    A receiver that displays the items in an organized fashion.
  • How They Challenge Existing Players
    39
    Do not directly threaten institutional power, but they do accelerate the consumption of media.
  • Social Technographic Profiles
    40
  • Creators
    41
    24% of online Americans
    Publish a blog
    Publish their own webpage
    Upload created video
    Upload audio/music they created
    Write articles or stories and post them
  • Conversationalist
    42
    33% of online Americans
    Update status on a social networking site
    Post updates on Twitter
  • Critics
    43
    37% of online Americans:
    Post ratings/reviews of products or services
    Comment on someone else’s blog
    Contribute to online forums
    Contribute to/edit articles in a wiki
  • Collectors
    44
    20% of online Americans:
    Use RSS feeds
    Ad tags to web pages or photos
    “Vote” for web sites online
  • Joiners
    45
    59% of online Americans
    Maintain profile on a social networking site
    Visit social networking sites
  • Spectators
    46
    70% of online Americans
    Read blogs
    Watch video from other users
    Listen to podcasts
    Read online forums
    Read customer ratings/reviews
  • Inactives
    47
    17% of online Americans
    None of the previous activities
    My Mom
  • Creating a social media strategy-How do I get started?
    Listen, Engage, Measure
    48
  • Listen
    49
    Google
    Dedicated software (e.g. Radian6, ScoutLabs, Nielsen BuzzMetrics)
    Blog search engines
    Search.Twitter.com
  • Listen
    50
    What are your customers saying about you?
    Is it good or bad?
    Is there anyone already passionate about your brand or industry?
  • Engage
    51
    POST
    People
    Objectives
    Strategy
    Technology
  • People
    52
    What are your customers ready for?
    Technographic Profile
    Make sure your target audience is ready for what you throw at them.
  • Objectives
    53
    What are your goals?
    Listening – better understand your customers.
    Get insights from your customers to help make marketing and product development decisions.
  • Objectives
    54
    What are your goals?
    Talking/broadcasting – spread your message.
    Make an existing digital marketing initiative (banner/search ads) more interactive.
  • Objectives
    55
    What are your goals?
    Supporting – help your customers support each other.
    Effective for companies that have high support costs or to connect with cohesive groups that already exist.
  • Strategy
    56
    What change do you want your customers to make?
    Carry messages to others
    Engage more with your organization.
  • Technology
    57
    What social media tools should you use or build?
    Use the previous steps to decide what technology fits best.
  • Measure
    58
    Number of followers on social media networks
    Number of posts, comments, Tweets, etc.
    Key influencers, who already have a following that is talking about you
    Share of conversation
  • Closing Comments
    59
  • Get Involved
    60
    Be there – you can’t talk to your customers without being in the game.
  • Get Involved
    61
    Be connected – build an army
  • Get Involved
    62
    Be humble – People connecting together are a hugely powerful force. They can be more powerful than your organization.
  • Questions?
  • Collin Condray
    Twitter.com/ccondray
    SocialMediaRevolutionary.com
    collin@SocialMediaRevolutionary.com
    Thank you!