Social Media As Communication And Marketing Tool 20100216 (Lecture 1)

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Since social media are taking over the traditional media marketing strategies it is essential that practitioners in various areas of business understand the use and impact of social media technologies. A new course at the University of Gdansk will specifically focus on how social media is changing media and the marketing techniques used to promote and brand the company. The course will help students gain practical knowledge in the use of social media tools.

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Social Media As Communication And Marketing Tool 20100216 (Lecture 1)

  1. 1. Social Media as communication and marketing tool<br />University of Gdańsk – Spring 2010<br />
  2. 2.
  3. 3. Something is going on<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />3<br />
  4. 4. Welcome to the course<br />Today I will introduce you to the Social Media course.<br />I will share the basic rules.<br />We will discuss the basics of Social Media.<br />If you have any questions, please ASK!<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />4<br />
  5. 5. Short introduction<br />40AgileBloggerCoachCommunicationConsultantCreativeDirectorDutchEngineerFatherFunGdańskGOYELLOHonestHusbandOpen mindOpinionOutsourcingPartnershipPeter HorstenPositiveProject managerPrince2Social networkerSociologistSoftwareTrustTwitterUniversity of GdańskWeb 2.0Web applicationsWebdevelopment<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />5<br />
  6. 6. Why are you here?<br />Your background, interests, experience and expectations<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />6<br />
  7. 7. All aboutthiscourse<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />7<br />
  8. 8. Our questions<br />What is the impact of social media? (today)<br />How to use social media for a successful communication and marketing strategy? (2ndlecture)<br />How to define a social media strategy? (3rd lecture)<br />What is the effect of social networking? (4th lecture)<br />What is the impact of microblogging? (5th lecture)<br />How to setup a social media campaign? (6th lecture)<br />How to manage social media and its trends? (7th lecture)<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />8<br />
  9. 9. Purpose and Objectives<br />Among others: <br />Answering the above mentioned questions.<br />And learn and experience:<br />What is social media.<br />How is social media changing collaboration, communication and marketing.<br />What social media tools are available.<br />How to use social media tools.<br />How to use filters to make sense of social media.<br />How to engage in an online public debate.<br />How to make yourself/your company more visible online.<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />9<br />
  10. 10. Class rules<br />Course language: English<br />Bi-weekly <br />Be prepared<br />Participate, communicate & experience !<br />Feel free to ASK!<br />Learn as much as possible!<br />Feel free to contact me: peter.horsten@goyello.com,664486848, @PetersOpinion<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />10<br />
  11. 11. Divide into 5 groups<br />25 people, 5 groups<br />Every lecture 5 group presentations<br />Means every student presents once<br />Each group will focus on one industry, you may choose from:<br />Technology<br />Retail<br />Finance<br />Entertainment<br />Professional services<br />Medical<br />Government<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />11<br />
  12. 12. Document management<br />Basicallythiswillbeour blog!<br />Let’sthink out a nice name<br />Currently: http://socialmedia.goyello.com<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />12<br />
  13. 13. Course terms<br />100 points available:<br />25 points for presentationsonselected topic<br />25 pointsfor blog postsonselected topic<br />30 pointssocial media campaignforselectedcompany<br />20 points based on presence / participation<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />13<br />
  14. 14. Just a successful example<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />14<br />
  15. 15. Just an example: Dell already earned $6.5 mln thanks to Twitter only<br />
  16. 16. They are everywhere<br />
  17. 17.
  18. 18.
  19. 19. Best deals and promotions<br />
  20. 20. Announce new events<br />
  21. 21. Customer service<br />
  22. 22. For sure something is changing<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />22<br />
  23. 23. The Traditional advertising model<br />Consumer<br />Advertiser<br />
  24. 24. ………has dramatically changed<br />
  25. 25. Todayit’saboutengagingCustomers want to interact<br />Conversation<br />Word of mouth<br />People<br />Visibility<br />Transparancy<br />Pull<br />Retweet<br />Link to posts<br />Link people<br />Comment<br />Reply<br />
  26. 26. Youwill have to keep aneyeonit - Everybody is watching<br />Questions<br />Respect<br />Compliments<br />Relevance<br />Opinions<br />Guidelines<br />Complaints<br />Reactfast!<br />
  27. 27. Some useful tools<br />Which we will use as well!<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />27<br />
  28. 28. These may help you manage your brand and engagewithyourcontacts<br />
  29. 29. Multiple network managers<br />
  30. 30. Next time<br />5 presentations<br />5 blog posts<br />Social media as a part of successful communication/branding and marketing strategy.<br />The mix of social media tools in the company marketing and communication strategy<br />Case studies of selected companies/institutes that use social media in their marketing strategy (Dell, Starbucks, Amazon) compared to Polish companies/institutes.<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />30<br />
  31. 31. Homework <br />Setup a Twitter profile and follow each other<br />Register at our blog: http://socmedia.goyello.com<br />Set up/update another profile at one of the social media sites like Facebook, LinkedIn, Flickr, YouTube<br />Connect with eachother<br />Write a blog post about a hot social media trend within your group’s industry <br />Group presentation and post 2nd lecture’s subject<br />Reading: The wealth of networks, Chapter 1, http://yupnet.org/benkler/<br />16 February 2010<br />Peter Horsten | University of Gdańsk | Social Media course<br />31<br />
  32. 32. Contact data<br />Feel free to contact and follow!<br />Contact details:<br />@ peter.horsten@goyello.com<br /> +48 664 48 68 48<br /> http://goyello.com<br /> http://blog.goyello.com<br />http://petersopinion.com <br />http://twitter.com/PetersOpinion<br /> http://www.linkedin.com/in/peterhorsten<br /> http://www.facebook.com/peter.horsten<br /> http://petersopinion.posterous.com/<br />

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