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So meslides2 stevenlittjune2013

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Social Media Primer for Students and Boomer

Social Media Primer for Students and Boomer

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  • 1. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial Media (SoMe)An unofficial primer for Students… and BoomersAn-obvious Cautionary Note: Social Media changes fast;this content will age quickly! Posted as of June 7, 2013An-obvious Cautionary Note: Social Media changes fast;this content will age quickly! Posted as of June 7, 2013
  • 2. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaStart by listing the social media platforms that you use•How often are you on each?
  • 3. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comAre you d i g i t a l ?It’s time to test your binary brilliance
  • 4. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comExercise: Social MediaTHIS should be easy.Which social media player is represented with the icon?
  • 5. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaHow often, if at all, do you use these Social Media platforms?Ev MonthEv WeekEv Daymany times/dayFrequency fb You Tw G+ LndIn Pint mysp instgm Tum 4sq
  • 6. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaLong form vs short form icons- Social Media (SoMe).
  • 7. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaChoices areexploding!Choices areexploding!
  • 8. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaReddit?Stumbleupon?Getglue?Path?Reddit?Stumbleupon?Getglue?Path?What OTHER social platforms do you use?or one of my faves….‘infographic’ sites such as:
  • 9. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comResults for sample of USA citizens 12 to 64 years oldSocial Usefrom a 2012USA sample2,000 USA social media users aged 12 to 64, by Kleiner Perkins. Read more:http://www.businessinsider.com/you-have-to-believe-this-chart-makes-mark-zuckerberg-slightly-anxious-2013-5#ixzz2VCAOW
  • 10. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat makes Social Media (SoMe) so different fromconventional media?One wordOne word explains the unique expectations that you,as a Consumer, have of SoMe.What is that word? Social media differs because …???
  • 11. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat makes Social Media (SoMe) so different fromconventional media?One wordOne word explains the unique expectations that you,as a Consumer, have of SoMe.What is that word? Social media differs because …???• The answer has 6 letters;
  • 12. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat makes Social Media (SoMe) so different fromconventional media?One wordOne word explains the unique expectations that you,as a Consumer, have of SoMe.What is that word? Social media differs because …???• The answer has 6 letters;• It ends with an L…..
  • 13. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat makes Social Media (SoMe) so different fromconventional media?One wordOne word explains the unique expectations that you,as a Consumer, have of SoMe.What is that word? Social media differs because …???
  • 14. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial Media involvessharing in acommunity,relationship, society-http://dictionary.reference.com/browse/socialSocial Media
  • 15. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe is an interactive, ongoing, organic social experience.So you have certain expectations as a consumer. Such as….http://dictionary.reference.com/browse/social
  • 16. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe is an interactive, ongoing, organic social experience.So you have certain expectations as a consumer. Such as…http://dictionary.reference.com/browse/social• Freedom to participate OR ‘opt-out’ anytime
  • 17. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe is an interactive, ongoing, organic social experience.So you have certain expectations as a consumerhttp://dictionary.reference.com/browse/social• Freedom to participate OR ‘opt-out’ anytime• Real-time/ immediate
  • 18. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe is an interactive, ongoing, organic social experience.So you have certain expectations as a consumerhttp://dictionary.reference.com/browse/social• Freedom to participate OR ‘opt-out’ anytime• Real-time/ immediate• Commentary
  • 19. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe is an interactive, ongoing, organic social experience.So you have certain expectations as a consumerhttp://dictionary.reference.com/browse/social• Freedom to participate OR ‘opt-out’ anytime• Real-time/ immediate• Commentary• Customizing
  • 20. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe is an interactive, ongoing, organic social experience.So you have certain expectations as a consumerhttp://dictionary.reference.com/browse/social• Freedom to participate OR ‘opt-out’ anytime• Real-time/ immediate• Commentary• Customizing• Critiquing
  • 21. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe is an interactive, ongoing, organic social experience.So you have certain expectations as a consumerhttp://dictionary.reference.com/browse/social• Freedom to participate OR ‘opt-out’ anytime• Real-time/ immediate• Commentary• Customizing• Critiquing• Sharing
  • 22. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaNow switch gears and think like a Marketer.What are the media options to reach consumers?
  • 23. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaNow switch gears and think like a Marketer.What are the media options to reach consumers?Conventional‘Impressions-based’media:Conventional‘Impressions-based’media:
  • 24. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaNow switch gears and think like a Marketer.What are the media options to reach consumers?Conventional‘Impressions-based’media:Conventional‘Impressions-based’media:Conventional‘response-based’ mediaConventional‘response-based’ media• PPV TV• Direct mail• PPV TV• Direct mail
  • 25. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaNow switch gears and think like a Marketer.What are the media options to reach consumers?Conventional‘Impressions-based’media:Conventional‘Impressions-based’media:Conventional‘response-based’ mediaConventional‘response-based’ media• PPV TV• Direct mail• PPV TV• Direct mailOnline Media**Online Media**• SEO, Pay/Click, Banners, skyscrapers, introvideo ads, etc• SEO, Pay/Click, Banners, skyscrapers, introvideo ads, etc** Online media is similar to ‘old media’ since:•Advertiser is in control•Predictable and containable•Metric friendly (cpc, pageviews, etc)
  • 26. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaNow switch gears and think like a Marketer.What are the media options to reach consumers?Conventional‘Impressions-based’media:Conventional‘Impressions-based’media:Conventional‘response-based’ mediaConventional‘response-based’ media• PPV TV• Direct mail• PPV TV• Direct mailand Social ‘Media’????and Social ‘Media’????Online Media**Online Media**• SEO, Pay/Click, Banners, skyscrapers, introvideo ads, etc• SEO, Pay/Click, Banners, skyscrapers, introvideo ads, etc** Online media is similar to ‘old media’ since:•Advertiser is in control•Predictable and containable•Metric friendly (cpc, pageviews, etc)
  • 27. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe differs from conventional media for marketers:
  • 28. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe differs from conventional media for marketers:It’s YOUNGER in its Product Life Cyclethan other media forms.
  • 29. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe differs from conventional media for marketers:It’s YOUNGER in its Product Life Cyclethan other media forms.And it’s more varied!
  • 30. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSocial Media is So Varied!Social Media is So Varied!The SoMe World:Podcasts; Social networks;infographics, Viral video;Content gathering &sharing; Fan films; Blogs;Tweets & Txts; Pic/ Imagesharing & display; Product& Restaurant reviews, etc,etc, etc, etc.The SoMe World:Podcasts; Social networks;infographics, Viral video;Content gathering &sharing; Fan films; Blogs;Tweets & Txts; Pic/ Imagesharing & display; Product& Restaurant reviews, etc,etc, etc, etc.http://www.edudemic.com
  • 31. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial Mediahttp://www.edudemic.comMarketers & Media Planners have amore complex job in SoMe.Social media measurements are varied.What is being measured, varies.What a marketer expects to ‘do’ or achieve ina SoMe, also variesMarketers & Media Planners have amore complex job in SoMe.Social media measurements are varied.What is being measured, varies.What a marketer expects to ‘do’ or achieve ina SoMe, also variesSoMe involves so many different experiences & exposure options!SoMe involves so many different experiences & exposure options!
  • 32. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaWith most Conventional Media, marketers find controllable,predictable, measurable media ‘impressions’ to buy:The ‘measures’ are accuratelymeasured, and uniformly accepted
  • 33. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaWith most Conventional Media, marketers find controllable,predictable, measurable media ‘impressions’ to buy:The ‘measures’ are accuratelymeasured, and uniformly acceptedsuch as Nielsen in Broadcasting
  • 34. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaWith most Conventional Media, marketers find controllable,predictable, measurable media ‘impressions’ to buy:What you are measuring: eyeballs/ viewershipThe ‘measures’ are accuratelymeasured, and uniformly acceptedsuch as Nielsen
  • 35. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMediaWith most Conventional Media, marketers find controllable,predictable, measurable media ‘impressions’ to buy:What you are measuring: eyeballs/ viewershipThe ‘measures’ are accuratelymeasured, and uniformly acceptedTo forecast an ad’s value oftenrequires a historical COUNT; tovalidate if you got what you pay for,also requires just a COUNT
  • 36. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaFor a Marketer, SoMe differs from conventional media, as it:• Leaves a door open for input, feedback• Hopes the recipient becomes a messenger• Message may be modified: comments, edits, gifs, memes,parodies, fan versions, re-interpretations, mocumentaries, etc• Not controllable/ pull-able (once it’s out there……)• Tone & manner options differ from ‘controlled media’And …• So Many formats & qualities of ‘impression’
  • 37. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe: So Many WHATs, HOWs, WHOs to measure:http://www.theglobeandmail.com/report-on-business/small-business/sb-tools/ten-tools-to-use-for-social-media-measurement/article600410/
  • 38. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaIn SoMe, it’s logical to go beyond ‘Reach & Frequency’ metricsin a given Target Audience.Smart Marketers also will assess the ‘social’ side impacts:•Does the Target Audience like it?•Do they identify with it? (do they see it as for them’)•Will they share your message? With any passion?
  • 39. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaFor example:Social Media is engaging, so most marketers want to monitor& measure the amount of:audience engagement
  • 40. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMarketers on Social MediaMarketers using SoMe should spend a lot of time upfront, on:•How to measure?•What to measure?•Which measures are most critical?
  • 41. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMarketers on Social MediaMarketers using SoMe should spend a lot of time upfront, on:•How to measure?•What to measure?•Which measures are most critical?It should answer to: what do you want to achieve?Awareness? Affinity? Attitudinal adjustment?
  • 42. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat you aim to achieve, affects what you should measure!
  • 43. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat you aim to achieve, affects what you should measure!Good News:You can measure these!Good News:You can measure these!
  • 44. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat you aim to achieve, affects what you should measure!Good News:You can measure these!Good News:You can measure these!Audience Quality
  • 45. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat you aim to achieve, affects what you should measure!Good News:You can measure these!Good News:You can measure these!Audience QualityReaction to your message:likeability, etc
  • 46. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaWhat you aim to achieve, affects what you should measure!Good News:You can measure these!Good News:You can measure these!Audience QualityReaction to your message:likeability, etcAudienceEngagement
  • 47. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaLet’s critique 2 marketing campaigns for their Social Media:These are multimedia campaigns (with conventional TV,print, landing sites, etc) and also a Social Media component.Marketers wanted a message to ‘go viral’, get pass-along’How did they do?
  • 48. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaBefore we critique, a recap of realities & restrictions thatmarketers face in SoMe.It’s more important in SoMe than in conventional media to:• be diligent real-time; and• not ‘push too hard’ ie…SoMe is not about ‘us’; it’s about them. If you want ‘in’ don’tuse a conventional “More $/ PUSH HARDER” approach
  • 49. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaRemember: the SoMeaudience / context isdifferent implications for content,tone, manner
  • 50. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaSoMe benefits especially from:•Rewarding them•Entertaining them•Humour•Irreverence•Self-mockery•A knowing winkRemember: the SoMeaudience / context isdifferent implications for content,tone, manner
  • 51. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial Media: Campaign Example #1VISA, Spring 2013 Campaign‘Smallenfreuden’
  • 52. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe Campaign #1: VISA ‘Smallenfreuden’http://www.youtube.com/watch?v=ckWUlRITWnw&feature=youtu.be&gclid=CPSLiYCLw7cCFZBcMgodczwALwSituation: VISA losing transactions to debit cards,preloaded cash / rewards cards, esp for low $ transactionsHypothesis: VISA wants more current card holders to useVISA card for small $ value transactions
  • 53. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe Campaign #1: VISA ‘Smallenfreuden’Your challenge: View VISA’s ‘Smallenfreuden’ socialmedia efforts on video, on fb, etcIf you’re VISA, what you want to achieve? measure?http://www.youtube.com/watch?v=ckWUlRITWnw&feature=youtu.be&gclid=CPSLiYCLw7cCFZBcMgodczwALwSituation: VISA losing transactions to debit cards,preloaded cash / rewards cards, esp for low $ transactionsHypothesis: VISA wants more current card holders to useVISA card for small $ value transactions
  • 54. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe Campaign #1: ‘Smallenfreuden’Results so far (as of June 2013)Everything was a set up (fb page, viral videos, twitter feed)
  • 55. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe Campaign #1: ‘Smallenfreuden’Results so far (as of June 2013)Everything was a set up (fb page, viral videos, twitter feed)But consumers did not take the bait:•Little pass-along•Not many ‘Likes’•Not reposted, retweeted•Little buzz
  • 56. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe Campaign #1: ‘Smallenfreuden’Results so far (as of June 2013)Everything was a set up (fb page, viral videos, twitter feed)But consumers did not take the bait:•Little pass-along•Not many ‘Likes’•Not reposted, retweeted•Little buzzVerdict: Not engaging. Didn’t strike a chord.
  • 57. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe Campaign #2: Kmart Cheeky Viral VideosKmart Spring 2013 Campaign:Cheeky Viral Videos
  • 58. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe Campaign #2: Kmart Cheeky Viral VideosSituation:Kmart – seen as old fashioned, out of date, not ‘for me’.
  • 59. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe Campaign #2: Kmart Cheeky Viral VideosSituation:Kmart – seen as old fashioned, out of date, not ‘for me’.(Hypothesized) Goal of Kmart’s Cheeky Viral Video Campaign:Increase brand top-of-mind awareness (from X% to Y%) andincrease ‘For Me’ attitude (from A% to B%) to Kmart brand,among Adults 19-44 yrs old w HH Income >$75k who buyclothes at Mass Merch stores >3 times/yr.What would you want to measure, to gauge success?How would you measure it’s viral power?
  • 60. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comView the Kmart viral videos‘Big Gas’ Savings- May 2013‘Ship My Pants’ April 2013http://www.youtube.com/watch?v=I03UmJbK0lAhttp://www.youtube.com/watch?v=m1yir-p68xMSoMe Campaign #2: Kmart Cheeky Viral Videos
  • 61. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comKmart viral videos. Results to date>18 million views on ‘Pants’;>5 Million views on ‘Gas’ (as of early June 2013)Growing count of pass-along, repostsMany positive viewer CommentsSoMe Campaign #2: Kmart Cheeky Viral Videos
  • 62. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comKmart viral videos. Results to date>18 million views on ‘Pants’;>5 Million views on ‘Gas’ (as of early June 2013)Growing count of pass-along, repostsMany positive viewer Commentsi.m.o. they did change many (Target Audience) consumers’top-of-mind views of of Kmart as being ‘For Me’.Verdict: Winner. Engaged. Popular. Changing opinions.SoMe Campaign #2: Kmart Cheeky Viral Videos
  • 63. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaHungering to learn more about Social Media?(We’re ALL learning! And it’s changing so fast,we had BETTER keep learning)
  • 64. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSoMe: Learning Tactics• Start visiting more SoMe sites; see how they work• Enroll in a Social Media program, such as Seneca’s SoMeprogram• http://www.senecac.on.ca/fulltime/SMD.html
  • 65. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comSocial MediaOther suggestions-Follow thisthis guy!Bhupesh Shah http://senecac.academia.edu/BhupeshShahMy other recommended links on SoMe:•http://www.marketingprofs.com/charts/2013/10881/social-media-lags-search-email-in-e-commerce-conversions?adref=nlt0•http://pinterest.com/pin/129830401730159716/•http://www.linkedin.com/today/post/article/20130525041855-3257535-the-top-5-disruptions-in-digital-media•http://www.mediabistro.com/alltwitter/files/2013/01/social-media-events-planner.png•http://www.socialmediaexaminer.com/pinterest-analytics/•http://itthing.com/biggest-moments-in-social-media•http://www.thedrum.com/opinion/2013/03/25/why-social-media-sceptics-are-right-and-why-roi-debate-needs-change
  • 66. Professor Steven Littsteven.litt@senecacollege.ca strategysteve.comMy Contact Info:Google me: ‘Strategy Steve’, or ‘Steven Litt’Email: steven@spitfireglobal.comMy blog www.strategysteve.comand/or on twitter @strategystevenFurther reading:My review of a Diet Coke campaign that is culture savvy & viral-friendly:http://www.spitfireglobal.com/2013/05/coke-cultural-sensitivity/A commentary on infographics:http://www.spitfireglobal.com/2013/06/rethinking-ad-media/A short piece on Mobile Ads:http://www.spitfireglobal.com/2013/05/mobile-potential-waiting/Or type a topic you’re after, in the “Search” box under my ugly mug, tosort through 350+ blog entries (though some are years old).

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