COMM 610: Highlights
•  Grading
–  In-class participation:
–  Keikensha Quiz Based on
Belt Training Mods
–  Written Examin...
Michael Netzley, PhD
•  Academic Director, SMU Executive
Development
•  Daddy with 3 daughters & 1 son
•  Joined SMU in 20...
Digital	
  Communica%on	
  for	
  
Professionals	
  
Essen%als	
  for	
  the	
  Fourth	
  Media	
  Age	
  
	
  
	
  
Micha...
Social	
  Media	
  
Social media is a type of online media that
expedites conversation as opposed to
traditional media, wh...
The	
  Technology	
  
Sociological	
  Defini=on	
  of	
  Social	
  
Media	
  
Social Media refers to not only the
technology but the cultural and...
First	
  Media	
  Age:	
  Greece	
  

Greek alphabet
and writing led to
one of the most
productive cultures
in all of hist...
Second	
  Media	
  Age:	
  Print	
  
Chinese moveable
type in 11th century,
and Gutenberg's
Press in the 15th
century, bro...
Third	
  Media	
  Age:	
  Broadcast	
  
20th century
broadcasting
brought media into
homes, and at a
low cost, thus
increa...
Shou%ng:	
  One-­‐to-­‐Many	
  
“The

one-to-many
approach is out…It was
replaced by CRM, the
one-to-one model. This
gave ...
Shou%ng:	
  S%ll	
  Effec%ve?	
  

“There is no question that the future of
advertising will look radically different from
...
Advertising is the price
companies pay for
being unoriginal
- Yves Behar, designer
Fourth	
  Media	
  Age:	
  Internet	
  
Everyone becomes
their own media
company because of
infrastructure,
Internet, digi...
Clay	
  Shirkey’s	
  Cogni%ve	
  Surplus	
  
•  The	
  Internet	
  gives	
  us	
  
three	
  reasons	
  to	
  no	
  
longer...
Means:	
  How	
  We	
  Act	
  
•  Means	
  of	
  produc=on	
  
increases	
  
–  Buying	
  a	
  TV	
  versus	
  buying	
  
...
Mo%ve:	
  Why	
  We	
  Act	
  
•  Intrinsic	
  mo=va=on	
  can	
  
be	
  powerful	
  
–  Autonomy	
  
–  Mastery	
  
–  Pu...
Opportunity:	
  Where	
  &	
  with	
  Whom	
  
•  Privileged	
  media	
  class	
  
with	
  right	
  to	
  speak	
  
disapp...
How	
  We	
  Use	
  Time	
  
ACTIVITY	
  

TIME	
  

SOURCES	
  

Work	
  (USA)	
  

7.5	
  hours	
  per	
  day	
  (avg)	
...
Cogni%ve	
  Surplus	
  
McKinsey	
  &	
  Co	
  Study	
  2010	
  
•  Use	
  of	
  Web	
  2.0	
  technologies	
  significantly	
  
improved	
  compan...
Changing	
  Audiences	
  
Today, the
barrier to
exiting your
media site is
only the click
of a mouse…
Economist’s	
  Third	
  Industrial	
  Revolu%on	
  
Digital	
  Manufacturing	
  Technology	
  
So	
  What	
  Does	
  It	
  Mean?	
  
Simon	
  Kemp,	
  We	
  Are	
  Social	
  
•  Managing	
  Director,	
  We	
  
Are	
  Social	
  
•  Clients:	
  Unilever,	
 ...
Opening lecture: Intro to Social Media [UPDATED Jan 2014]
Opening lecture: Intro to Social Media [UPDATED Jan 2014]
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Opening lecture: Intro to Social Media [UPDATED Jan 2014]

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Opening slides for my post graduated course in digital media. Introduces the 4 media ages, and then talks through Prof. Clay Shirky's Means, Motive and Opportunity in order to help students understand why digital media is so different.

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Opening lecture: Intro to Social Media [UPDATED Jan 2014]

  1. 1. COMM 610: Highlights •  Grading –  In-class participation: –  Keikensha Quiz Based on Belt Training Mods –  Written Examination: 30% 30% 40% •  Participation: Critical to Final Grade – Help Classmates Learn •  Twitter Back Channel: #smumcm •  Laptops: Strongly encourage closed laptop; at minimum closed email and browser
  2. 2. Michael Netzley, PhD •  Academic Director, SMU Executive Development •  Daddy with 3 daughters & 1 son •  Joined SMU in 2002, LKCSB 10 years •  Champion’s Award, Innovative Course Design and Delivery •  Research Fellow, Society for New Communication Research •  Visiting positions in Argentina, Berlin, Finland, Slovenia, and Japan •  Clients: Unilever, BNP Paribas, IBM, TCS, IHG, 3M, Singapore Airline, Mastercard, Motorola, Shell, MFA, CPF, and UOB
  3. 3. Digital  Communica%on  for   Professionals   Essen%als  for  the  Fourth  Media  Age       Michael  Netzley,  PhD   h0p://communicateasia.asia    
  4. 4. Social  Media   Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of the content. Source
  5. 5. The  Technology  
  6. 6. Sociological  Defini=on  of  Social   Media   Social Media refers to not only the technology but the cultural and behavioral traits of people communicating and sharing with one another. Through social networks, people are listening, sharing, creating, judging, and innovating in ways that are reshaping relationships (e.g., government to constituents or friend to friend), power bases, financial models, and knowledge.
  7. 7. First  Media  Age:  Greece   Greek alphabet and writing led to one of the most productive cultures in all of history
  8. 8. Second  Media  Age:  Print   Chinese moveable type in 11th century, and Gutenberg's Press in the 15th century, brought books to the nonelites of society
  9. 9. Third  Media  Age:  Broadcast   20th century broadcasting brought media into homes, and at a low cost, thus increasing demand while decreasing the supply of media channels.
  10. 10. Shou%ng:  One-­‐to-­‐Many   “The one-to-many approach is out…It was replaced by CRM, the one-to-one model. This gave the ability to customize a message. This model was, in turn, replaced by the one-fromone, or search model ” But all good things must change…
  11. 11. Shou%ng:  S%ll  Effec%ve?   “There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.”
  12. 12. Advertising is the price companies pay for being unoriginal - Yves Behar, designer
  13. 13. Fourth  Media  Age:  Internet   Everyone becomes their own media company because of infrastructure, Internet, digital technology, and interactive easy-touse sites.
  14. 14. Clay  Shirkey’s  Cogni%ve  Surplus   •  The  Internet  gives  us   three  reasons  to  no   longer  be  “couch   potatoes”     •  Means   •  Mo=ve   •  Opportunity  
  15. 15. Means:  How  We  Act   •  Means  of  produc=on   increases   –  Buying  a  TV  versus  buying   a  laptop   •  Everything  is  an  original;   no  inferior  copies   •  Fluid  networks:  content   flows  smoothly  between   networks   •  Low  cost  
  16. 16. Mo%ve:  Why  We  Act   •  Intrinsic  mo=va=on  can   be  powerful   –  Autonomy   –  Mastery   –  Purpose   –  Daniel  Pink,  Drive     •  Extrinsic  can  “crowd   out”  intrinsic   mo=va=on  
  17. 17. Opportunity:  Where  &  with  Whom   •  Privileged  media  class   with  right  to  speak   disappearing   •  We  can  all  par=cipate  &   share  directly   •  “Social  Produc=on”  or   “Commons-­‐Based  Peer   Produc=on”   •  Open  source  soWware,   Wikipedia,  or  classsic  Z-­‐ Boys  example  
  18. 18. How  We  Use  Time   ACTIVITY   TIME   SOURCES   Work  (USA)   7.5  hours  per  day  (avg)   Bureau  of  Labor  Sta=s=cs   Work  (SG)   8.5  hours  per  day  (avg)   AsiaOne   (1  in  5  works  11+  hours  per   day)   Television  (USA)   2.7  hours  per  day  (avg)   18.9  hours  per  week   BLS   50%  of  free  =me   Television  (SG)   12  hours  per  week   We  Are  Social   Internet  Use  (SG)   25  hours  per  week   We  Are  Social   Singapore spends 25,000,000 hours each month watching online video (We are Social)
  19. 19. Cogni%ve  Surplus  
  20. 20. McKinsey  &  Co  Study  2010   •  Use  of  Web  2.0  technologies  significantly   improved  companies’  performance   •  Networked  enterprises  leaders  vs.  companies   using  the  Web  in  more  limited  ways   http://www.mckinseyquarterly.com/Organization/Strategic_Organization/ The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716
  21. 21. Changing  Audiences  
  22. 22. Today, the barrier to exiting your media site is only the click of a mouse…
  23. 23. Economist’s  Third  Industrial  Revolu%on  
  24. 24. Digital  Manufacturing  Technology  
  25. 25. So  What  Does  It  Mean?  
  26. 26. Simon  Kemp,  We  Are  Social   •  Managing  Director,  We   Are  Social   •  Clients:  Unilever,  Diageo,   Intel,  Johnson  &  Johnson,   Tiger  Beer,  Lenovo,  Heinz   •  Previously:  BBH,   Universal  McCann,   Starcom  Mediavest  Group   •  @eskimon  

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