Seminar Marktforschung: Social Media-Strategien in der Medienindustrie
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Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

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Einführung in Facebook für das Seminar "Marktforschung: Social Media-Strategien in der Medienindustrie"

Einführung in Facebook für das Seminar "Marktforschung: Social Media-Strategien in der Medienindustrie"

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Seminar Marktforschung: Social Media-Strategien in der Medienindustrie Seminar Marktforschung: Social Media-Strategien in der Medienindustrie Presentation Transcript

  • Seminar Marktforschung: SocialMedia-Strategien in der Medienindustrie
    WPF 7425c – Wintersemester 11/12
    Prof. Dr. Sarah Spitzer, Marco Jakob, Online-Medien-Management
  • „Social Media = Tools that help connect people.“
  • Grundlagen: Social Media
    Social Media is a groupof internet-basedapplicationsthatbuild on theideologicalandtechnologicalfoundationsof Web 2.0, andthatallowthecreationandexchangeof User Generated Content
    (Kaplan & Haenlein 2010)
    Meinungen, Kritik?
  • Die 1-9-90 Regel
    Heavycontributors
    IntermittentContributors
    Lurker
  • Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.
  • For marketing and brand managers, three important conclusions can be made from this research:
    Social media must be an integrated and incremental component of any marketing campaign;
    Heightened focus must be placed on interacting with social media Producers and turning them into fans; and
    Greater effort must be put towards evolving audiences to become Producers.
  • http://vanished-omen.tumblr.com/post/3543187596
  • Online Social *
  • Social Network Sites
  • …construct a public or semi-public profile within a bounded system
  • …articulate a list of other users with whom they share a connection,
  • …view and traverse their list of connections and those made by others within the system.
  • The Facebook vs. Foren
  • http://netzpolitik.org/2011/das-neue-facebook-nix-wie-raus-hier/
  • A World of Connections
  • A World of Connections
  • Facebook
    Facebook ist ein „Online Social Network“
    Der Nutzer hat diverse Grundfunktionen:
    Wall/Timeline (Edgerank/ OpenGraph)
    Nachrichten, Instantmessaging
    Photoalben
    Apps
    Facebook kann die Erde in Richtung Sonne ziehen
  • Open Graph
    „$User gefällt SpiegelOnline“
    „$User liest $Artikel auf SpiegelOnline“
  • Metriken für FB-Pages
    Reach
    The numberofunique People whohaveseenyour Post
    Engaged Users
    The numberufuniquePeopkewhohaveengagedwithyour Post
    People talkingabout
    The numberofpeoplewhohavecreated a storyfromyour Page Post
    Virality
    The numberofpeoplewhohavecreated a storyfromyour Page Post as a percentageofthenumberofuniquepeoplewho‘veseenit
    jakobm@hdm-stuttgart.de - 7425c Marktforschung Social Media
  • Facebook: Zahlen
    Aktive Nutzer in Deutschland: 21.234.180
    Aktive Nutzer Weltweit: 760.280.000 (9.2011)
  • Facebook – Fan Engagement
    http://www.wired.com/epicenter/2011/03/fangager/
  • Facebook & Privatsphäre
  • Was bisher geschah…
  • Was bisher geschah…
  • „Hausaufgaben“
    Busemann, K., & Gscheidle, C. (2011). Web 2.0: Aktive Mitwirkung verbleibt auf niedrigem Niveau. Media Perspektiven, (7-8), 360-369.
    Soziale Netzwerke - Eine repräsentative Untersuchung zur Nutzung sozialer Netzwerke im Internet. (2011, November 5). . Retrievedfrom http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke.pdf
    Goel, S., Broder, A., Gabrilovich, E., & Pang, B. (2010). Anatomy of the long tail. Proceedings of the third ACM international conference on Web search and data mining - WSDM  ’10 (p. 201). New York, New York, USA: ACM Press. doi:10.1145/1718487.1718513
    Alles in Moodle!
  • Links:
    http://www.wired.com/magazine/2011/09/ff_google_horowitz/all/1
    http://mashable.com/2011/10/09/top-facebook-brands-talking-about/
    http://www.thomashutter.com/index.php/2011/10/facebook-neue-statistik-features-fur-facebook-seiten-wie-viele-fans-unterhalten-sich-uber-meine-seite/
    http://allfacebook.de/tutorials/facebook-pages-offizieller-guide-zu-den-neuen-facebook-insights-download
    http://www.simplyzesty.com/social-media/50-social-media-case-studies-worth-bookmarking/
    http://www.famecount.com/
    http://www.socialbakers.com/
  • Kontakt
    @marcojakob
    facebook.com/hdm.omm