Social Media 101


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This presentation is aimed to define social media and classify social media channels and users.

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  • Adobe Flash: Animation, interactivity and audio/video streams to web pagesRSS: Real time blog and news feed to user created home page (reader)Mash-up: Integrated online offering of web services which allow business to like with other websites that facilitate payment options and interactivity.Ajax Support: Creates a rich user experience and work in any browser.Web Services Support: The programming language offers very good web services support which enables businesses to easily leverage the services offering.Iterative language: This allows businesses to easily add features, deploy new features and update applications.
  • Social Media 101

    1. 1. Understanding Social Media Presented by Shakil Alam, BBA (Hons.) MBA Candidate 2011 Ted Rogers School of Management, Ryerson University 18 May 2011 © 2011
    2. 2. Agenda1 Defining Social Media2 Types of Social Media This is an example text. Go ahead and replace it3 Types of Social Media Users4 Groundswell Profile Tool5 Social Media Optimization6 Measuring Social Media Success7 Successful Social Media Campaigns Y © 2011
    3. 3. Defining Social Media Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online. Most social media services encourage discussion, feedback, voting, comments, and sharing of information from all interested parties. Its more of a two-way conversation, rather than a one- way broadcast like traditional media. Another unique aspect of social media is the idea of staying connected or linked to other sites, resources, and people. - Ron Jones (President/CEO of Symetri Internet Marketing) Y © 2011
    4. 4. Social Media Characteristics• Engagement• Buzz Generation• Awareness• Shared experience• User controlled• Active participation• Multi-platform Y © 2011
    5. 5. Confusions!• Internet Marketing Vs Social Media Marketing • Social Network Vs Social Media Y © 2011
    6. 6. Internet Marketing Vs Social Media• Search Engine Optimization (SEO)• Google Adwords & Pay per Click• Google AdSense• Banner Ads• E-Commerce Newsletters• E mails• Online Magazines• Online City Guides• Website• Social MediaSocial Media is a PART of Internet Marketing Y © 2011
    7. 7. History of Social Media Started about 20 years ago Open Diary - online diary writes community Weblog – Web log > “we blog” High Speed internet Web 2.0 and User Generated Content (UCG) MySpace (2003) Facebook (2004) Social MediaWhat’s New? Virtual Worlds & Avatars!! Y © 2011
    8. 8. Web 2.0 & UGC Web 2.0• A new way software developers and users utilize the www• Content and applications are continuously modified by all users.• High participation and collaboration• Not a technical update of www• Change in some of the basic set of functionalities and features. o Adobe Flash o RSS o Mash-up o Ajax Support o Web Services o Iterative language• The platform for evolution of social media UGC• Sum of all the ways in which people can make use of social media• More control for the user/consumer Y © 2011
    9. 9. Evolution of www Y © 2011
    10. 10. Types of Social Media1. Collaborative Projects2. Blogs & Microblogs3. Content Communities4. Social Networking Sites5. Social Events Sites6. Social Advertising Sites7. Location Based Social Networks8. Virtual Worlds Y Social Network is a PART of Social media © 2011
    11. 11. 1. Collaborative Projects• Allows joint and simultaneous creation of content by many end usersTypes Wikis – Websites which allows multiple users to add, remove, and change text based content. Social bookmarking – enables users to bookmark and share favourite websites with an entire community. Social News Sites – Allows members to submit new stories, articles, blog posts, videos, and photos to the community and rate the content. Forums and Message Boards – “Granddaddies” of social media.Main idea: The joint effort of many actors would lead to a better outcome Y than actor could have achieved individually. © 2011
    12. 12. 2. Blogs & Microblogs Blogs• Special types of websites that usually display date- stamped entries in reverse chronological order.• Earliest form of social media• Usually managed by one person• Possibility of interaction in the form of comments• Blogs have begun to take different media formats. E.g. – personalized television channels that allows real time image broadcast through webcam. Y © 2011
    13. 13. 2. Blogs & Microblogs Microblogs• Abbreviated blog consisting of short messages• Real Time• Direct Convesation @• Create or follow a group conversation on a specific topic using hashtags. E.g. #quotes• Twitter and Plurk Y © 2011
    14. 14. 3. Content Communities• Sharing of media content between users• No personal profile page• Only basic information such as date joined, number of videos shared etc.Types Text: Photos: Videos: Power Point Presentations: Y © 2011
    15. 15. 4. Social Networking SitesApplications that allow users to connect by creating personal information profiles. Y © 2011
    16. 16. 5. Social Events SitesNetwork of individuals interested in various offline group meetings and events in various localities around the world. Y © 2011
    17. 17. 6. Social Advertising SitesAn online social marketplace where users post advertisements to buy or sell products or services. Y © 2011
    18. 18. 7. Location Based Social Networks• Combination of social media, mobile networking and GPS• Allows users to check-in at various locations to earn rewards• A competitive game where users compete to accumulate rewards Y © 2011
    19. 19. 8. Virtual Worlds •Platforms that replicate three dimensional environment •Users can appear in the form of personalized avatars and interact with each other as they would in real life. Virtual Game Worlds Virtual Social Worlds• Requires users to behave according to • Allows inhabitants to choose their strict rules in the context of MMORPG behaviour freely and essentially live a (massively multiplayer online role-playing virtual life similar to their real life. game). • Second Life: Linden Dollars traded against US Dollar. Y © 2011
    20. 20. 8. Virtual Worlds Ads• Toyota Commercial (2.5 million • Coke commercial players in US alone) Y © 2011
    21. 21. Types of Social Media Users1. Creators – Create blogs, videos, wikis, forums2. Critics – Comments on blogs, reviews, respond to forum threads, rate products and services3. Collectors – Share bookmarks, pictures, videos4. Joiners – Interacts in online social communities such as Facebook5. Spectators – Blog readers, subscribe to RSS6. Inactives – Internet users, older crowd Y © 2011
    22. 22. The Groundswell Profile Tool• Demographic profiling tool• Uses the most recent data from Forrester’s survey• Locates their target demographic according to six types of social media users• Classifies target social media users by age group, gender, and country• Does not specify which social media tools the users use Y © 2011
    23. 23. Social Media Optimization• Right key words• Target the right communities• Consistent message• Findable content• Fresh content• Current and regularly updated Y © 2011
    24. 24. Measuring Social Media SuccessSEO & PPC Social Media• Easy • Difficult• Onsite • Offsite• ROI • ROC• Automated • Manual• Confidential • No confidentiality Y © 2011
    25. 25. Measuring Social Media Success• Buzz monitoring tools – Google Alerts, Radian6, Techrigy• Positive or negative sentiment• Number of comment, bookmarks, friends, fans, visitors, tags, overall traffic• Time spent on the site• Number of photos and videos uploaded• Depends on the type of media, audience and goal of the campaign Y © 2011
    26. 26. Starbucks embraces Social Media Y © 2011
    27. 27. Gap: New logo Vs Old logoLast week, we moved to address the feedback and began exploring how we could tap into all ofthe passion. Ultimately, we’ve learned just how much energy there is around our brand. Allroads were leading us back to the blue box, so we’ve made the decision not to use the newlogo on any further. - Gap president Marka Hansen Y © 2011
    28. 28. IKEA: Successful Social Media Campaign• This Facebook marketing campaign involved the store manager of the Malmo Ikea store posting pictures of the new showrooms where people who tagged the items first, won that product. The result was a viral word of Y mouth campaign that quickly spread to people’s Facebook friends and created huge product awareness. © 2011
    29. 29. VW: Successful Social Media Campaign• This was a social experiment using humor to drive engagement and influence customer behavior. It involved Volkswagen transforming a Swedish subway staircase into a giant functioning piano. The result, 66% more people choosing the steps rather than the escalator. This won the 2010 Cyber Grand Prix Lion Y at the Cannes International Advertising Festival. © 2011
    30. 30. Old Spice man: The LegendIsaiah Mustafa was already popular in TV commercial but when a campaign was created thatallowed him to respond to questions via online videos(180 in fact) and Twitter the buzz that itgenerated spread around the world. The results are still being counted. • Isaiah Mustafa was already popular in TV commercial but when a campaign was created that allowed him to respond to questions via online videos(180 in fact) and Twitter the buzz that it generated spread Y around the world. The results are still being counted. © 2011
    31. 31. Social Media is talking over!Ranking of search sites (ComScore Report, 2008) Y © 2011
    32. 32. Bibliography• Jones, Ron. "Social Media Marketing 101, Part 1 - Search Engine Watch (SEW)." Search Engine Marketing, Search Engine Optimization (SEO) and Paid Search Advertising (PPC) - Search Engine Watch (SEW). 16 Feb. 2009. Web. 13 Apr. 2011. <>.• Kaplan, A, & Haenlein, M 2010, Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, 53, 1, pp. 59-68, Business Source Elite, EBSCOhost, viewed 13 April 2011.• Evans, Liana. Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media. Indianapolis, IN: Que, 2010. Print.• Admin. "A Sysomos Snapshot: Starbucks Embraces Social Media « Sysomos Blog." Sysomos Blog. 23 May 2009. Web. 14 Apr. 2011. < snapshot-starbucks-embraces-social-media/>.• Evans, Mark. "The Gap « Sysomos Blog." Sysomos Blog. 21 Sept. 2009. Web. 14 Apr. 2011. <>.• "Empowered." Forrester Research. Web. 14 Apr. 2011. Y <>. © 2011