Svenja WiddershovenCentre of Research International Business and Communication
Content   Web 2.0   Definition of social media   Classification of social media   The P.O.S.T. model
Web 2.0
Web 2.0“The World Wide Web as a platform whereby contentand applications are no longer created and publishedby individuals...
Web 2.0          Social Media
Social Media “A group of Internet-based applications that build on the ideological and technological foundations of Web 2....
Web 2.0   vs   Social Media
Classification of social media
Classification of social media                                            Media Richness                                  ...
Classification of social mediaDimension 1    Media Richness         The amount of information         Type of contact     ...
Classification of social mediaDimension 2 Self disclosure    Revelation of personal information    Control impressions
Classification of social media                                             Media Richness                                 ...
Classification of social mediaCollaborative projects   The joint effort of many actors   Synergy   ‘We are all experts’...
Social Media UseBlogs   Personal webpages   Wide range   Risks
Classification of social media                                             Media Richness                                 ...
Classification of social mediaContent communities   Sharing of media content   Attractive channel for content spreading...
Classification of social mediaSocial networking sites   Personal information profiles   Find friends   Create brand com...
Classification of social media                                             Media Richness                                 ...
Classification of social mediaVirtual game worlds   Personalized avatars   Massively multiplayer online role-playing gam...
Classification of social mediaVirtual social worlds   Second life   Product placement advertising   Virtual product sal...
How to choose a social medium?
The P.O.S.T. modelPeopleAudience segmentationDescribe the audienceSocial media useActive or passive users?            ...
The P.O.S.T. model                     Source:   Onlinemba.com
The P.O.S.T. modelObjectives    1. Research                  Listening
The P.O.S.T. modelObjectives    2. Marketing                   Talking
The P.O.S.T. modelObjectives    3. Sales               Energizing
The P.O.S.T. model
The P.O.S.T. modelObjectives    4. Customer support                 Supporting
The P.O.S.T. model
The P.O.S.T. modelObjectives    5. Development                 Embracing
The P.O.S.T. model
The P.O.S.T. modelStrategyBenefit for your audience? Reward or incentivePolicies and proceduresEvaluate success
The P.O.S.T. modelTechnologyChoose social media application
The P.O.S.T. model   Objectives           1. Research  listening                                             Media Richne...
ReferencesBernoff, J., & Li, C. (2008). Harnessing the Power of the Oh-So-Social Web. Mit Sloan   Management Review, 49(3)...
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Seminar classifying social media
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Seminar classifying social media

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  • Amsterdam clipper heeft de route afgelegd die Charles Darwin ook met zijn Beagle heeft afgelegd. Facebook pagina  bijna 3000 vind ik leuks…mensen geven hun mening, mensen konden ook een widget plaatsen op hun facebook pagina (deze widget gaf aan waar de ‘clipper’ zich bevond, wat de windrichting en windsnelheid was e.d.  live update (dat is ook het verschil met een app…widget  live streaming/link, internetverbinding nodig…app  kan ook gewoon gedownload worden en offline gebruikt worden)
  • Seminar classifying social media

    1. 1. Svenja WiddershovenCentre of Research International Business and Communication
    2. 2. Content Web 2.0 Definition of social media Classification of social media The P.O.S.T. model
    3. 3. Web 2.0
    4. 4. Web 2.0“The World Wide Web as a platform whereby contentand applications are no longer created and publishedby individuals, but instead are continuously modifiedby all users in a participatory and collaborativefashion.” - Kaplan & Haenlein (2010)-
    5. 5. Web 2.0 Social Media
    6. 6. Social Media “A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.” - Kaplan & Haenlein (2010) -
    7. 7. Web 2.0 vs Social Media
    8. 8. Classification of social media
    9. 9. Classification of social media Media Richness (social presence) Low Medium High Self disclosure High(self presentation) Low - Kaplan & Haenlein (2010), Van Osch & Van Zijl (2011) -
    10. 10. Classification of social mediaDimension 1 Media Richness The amount of information Type of contact Timing
    11. 11. Classification of social mediaDimension 2 Self disclosure Revelation of personal information Control impressions
    12. 12. Classification of social media Media Richness (social presence) Low Medium High High Blogs Self disclosure(self presentation) Low Collaborative projects
    13. 13. Classification of social mediaCollaborative projects The joint effort of many actors Synergy ‘We are all experts’ Nokia uses internal wiki’s
    14. 14. Social Media UseBlogs Personal webpages Wide range Risks
    15. 15. Classification of social media Media Richness (social presence) Low Medium High High Blogs Social networking Self disclosure sites(self presentation) Low Collaborative Content projects communities
    16. 16. Classification of social mediaContent communities Sharing of media content Attractive channel for content spreading Risks?
    17. 17. Classification of social mediaSocial networking sites Personal information profiles Find friends Create brand community
    18. 18. Classification of social media Media Richness (social presence) Low Medium High High Blogs Social networking Virtual social Self disclosure sites worlds(self presentation) Low Collaborative Content Virtual game projects communities worlds
    19. 19. Classification of social mediaVirtual game worlds Personalized avatars Massively multiplayer online role-playing game Product placement advertising Use the popularity of VGW
    20. 20. Classification of social mediaVirtual social worlds Second life Product placement advertising Virtual product sales Marketing research
    21. 21. How to choose a social medium?
    22. 22. The P.O.S.T. modelPeopleAudience segmentationDescribe the audienceSocial media useActive or passive users? - Bernoff & Li (2008), Li & Bernoff (2011) -
    23. 23. The P.O.S.T. model Source: Onlinemba.com
    24. 24. The P.O.S.T. modelObjectives 1. Research Listening
    25. 25. The P.O.S.T. modelObjectives 2. Marketing Talking
    26. 26. The P.O.S.T. modelObjectives 3. Sales Energizing
    27. 27. The P.O.S.T. model
    28. 28. The P.O.S.T. modelObjectives 4. Customer support Supporting
    29. 29. The P.O.S.T. model
    30. 30. The P.O.S.T. modelObjectives 5. Development Embracing
    31. 31. The P.O.S.T. model
    32. 32. The P.O.S.T. modelStrategyBenefit for your audience? Reward or incentivePolicies and proceduresEvaluate success
    33. 33. The P.O.S.T. modelTechnologyChoose social media application
    34. 34. The P.O.S.T. model Objectives 1. Research  listening Media Richness (social presence) Low Medium High High Blogs Social networking Virtual social Self disclosure sites worlds(self presentation) Low Collaborative Content Virtual game projects communities worlds
    35. 35. ReferencesBernoff, J., & Li, C. (2008). Harnessing the Power of the Oh-So-Social Web. Mit Sloan Management Review, 49(3), 36-42.Kaplan, A., & Haenlein, M. (2010). Users of the world unite! The challenges and opportunities of social media. Business Horizons(53), 59-68.Li, C., & Bernoff, J. (2011). Groundswell: winning in a world transformed by social technologies. . Boston, Massachusetts: Harvard Business review press.Osch van, D., & Zijl van, R. (2011). Basisboek social media (Vol. 1). Den Haag, The Netherlands: Boom Lemma.
    36. 36. Questions?
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