Imc 462 class 7 072111


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Imc 462 class 7 072111

  1. 1. IMC 462 Integrated Marketing Communications via Social Media Summer 2011 Class Session 7 Guest Lecturer, and Embracing of the Groundswell July 25th 2011
  2. 2. Welcome to our guest lecturer, Bob Crawford!
  3. 3. Key Terminology <ul><li>Many to Many- concept in the new social journalism- refers to the dispersed nature of the blogosphere that each contributor produces and reports on a facet of a story </li></ul><ul><li>Top-Down Journalism- style of journalism in practice prior to the rise of social media where a few news outlets report, produce, and set the news agenda </li></ul><ul><li>Vertical Publications- refers to niche, generally industry or topic specific publications </li></ul><ul><li>Opinion Based vs Factual Journalism- referencing divergent reporting styles- bloggers more properly suited to be opinion based- but should be clear on their views and affiliations etc </li></ul><ul><li>Premium Content- website content assets that are available for registered and/or paid users- this can include webinars, eBooks, white papers, and special editorial sections </li></ul><ul><li>Crowdsourcing - are we clear on this concept? </li></ul>
  4. 4. Social Media Transforms Journalism Is there a hybrid future for journalism? As we’ve discussed in social communications, credibility is key. If media operations are not trusted, that’s a huge problem. Let’s view the following video from Aspen Ideas Festival: Vivian Schiller notes that NPR is a lifestyle. Do you think this is accurate? Is this something you can incorporate in your communities?
  5. 5. Businesses Engaging with the Groundswell Final Groundswell related topics! Businesses that are succeeding in this new environment finds themselves in step with their customers. In essence they create their own internal groundswell. How do leading organizations do this? <ul><li>Incrementally- to build a repertoire of shared, measurable successes </li></ul><ul><li>Set Direction- each steps leads to the next </li></ul><ul><li>Solicit and Build Support- executive buy-in is crucial </li></ul>Do we know of organizations that have done this?
  6. 6. Preparing for the Transformation How can leading organizations prepare to transform themselves to meet the demands of the Groundswell? Like with most of what we’ve studied, it requires planning. Let’s review a few of the steps: <ul><li>Start small </li></ul><ul><li>Educate the organization </li></ul><ul><li>Get the right people to run strategy </li></ul><ul><li>Align external partners (agencies, technology etc) </li></ul><ul><li>Plan for the long run </li></ul>Can you share examples of this from your professional lives?
  7. 7. Klout- It’s Your Influence! Klout is a measure of your social network’s influence. You may look to an individual’s Klout score as you seek people to invite to join a community, retweet their comments, or ask them to retweet yours. Here’s the measurements that supposedly go into creating the algorithm. Note this is based on a scale of 1-100, and the exact measurements are not disclosed. <ul><li>Twitter: </li></ul><ul><li>Following count </li></ul><ul><li>Follower count </li></ul><ul><li>Retweets </li></ul><ul><li>List memberships </li></ul><ul><li>Spam accounts following </li></ul><ul><li>Klout of retweeters </li></ul><ul><li>Unique mentions </li></ul><ul><li>Facebook: </li></ul><ul><li>Comments </li></ul><ul><li>Likes </li></ul><ul><li>Friends </li></ul>Klout Score! Let’s sign up to get a score and see where you are influential
  8. 8. Putting Your Custom Communities to Work Now that you’ve done the hard work of outlining a community for your client, it is now time to consider putting that community to work for your clients’ brands. In your handouts you’ll find an example of a proposal for putting a branded community to work. Let’s consider a few key points: <ul><li>Tactics </li></ul><ul><ul><li>How do these meet your clients’ objectives? </li></ul></ul><ul><ul><li>How do these meet your users’ needs? </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>What resources will you need? </li></ul></ul><ul><ul><li>How will they build on and support one another? </li></ul></ul><ul><li>Planning- make a plan and stick with it! </li></ul>