Takashi Murakami character. Image via http://stylefrizz.com/img/takashi-murakami-creations.jpg
The Future of Advertising
Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle
SESSION #06: MARCH 2
SOCIAL MEDIA—THE CONVERSATION ECONOMY
(NEW BUILDING BLOCKS)
Creative Commons Attribution & Non-Commercial License

Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
Space150
BREAK
3. “The new building blocks”
4. Assignment #2
BREAK
5. Guest speaker: Jim Cuene
General Mills

Today:
1. Overview on Social Media

*Via wikipedia (itself a part of “social media”)

*Via wikipedia (itself a part of “social media”)
“Social media are primarily Internet- and
mobile-based tools for sharing and
discussing information. The term most often
refers to activities that integrate technology,
telecommunications and social interaction,
and [enable] the construction of words,
pictures, videos and audio.”

*Via wikipedia (itself a part of “social media”)
“Social media can take many different
forms, including Internet forums, weblogs,
wikis, podcasts, pictures and video.
Technologies include: blogs, picture-
sharing, vlogs, wall-postings, email, instant
messaging, music-sharing and
crowdsourcing. [A hallmark of social media
is their ability to be integrated with each
other.]”

*Via wikipedia (itself a part of “social media”)
Communication
Blogs: Blogger, TypePad, WordPress, Vox
Internet forums: vBulletin, phpBB
Micro-blogging: Twitter, Plurk, Jaiku
Social networking: Bebo, Facebook,
LinkedIn, MySpace, Orkut, Hi5
Social network aggregation: FriendFeed,
Youmeo
Events: Upcoming, Eventful, Meetup.com

*Via wikipedia (itself a part of “social media”)
Collaboration
Wikis: Wikipedia, PBwiki, wetpaint
Social bookmarking: Delicious,
StumbleUpon, Google Reader
Social news: Digg, Mixx, Reddit
Opinion sites: epinions, Yelp

*Via wikipedia (itself a part of “social media”)
Multimedia
Photo sharing: Flickr, Picassa, SmugMug
Video sharing: YouTube, Vimeo, Viddler
Art sharing: deviantART, Behance
Livecasting: Ustream.tv, Justin.tv, Skype
Audio and Music Sharing: Last.fm, Blip.fm,
LibSyn

*Via wikipedia (itself a part of “social media”)
Entertainment
Virtual worlds: Second Life, The Sims Online
Online gaming: World of Warcraft,
EverQuest, Age of Conan
Game sharing: Miniclip

*Via wikipedia (itself a part of “social media”)
“Social media are distinct from industrial
media, such as newspapers, television, and
film. While social media are relatively cheap
tools that enable anyone to publish or
access information, industrial media
generally require significant financial capital
to publish information.”
How else are social media distinct from
industrial media?
How might the growth of social media
disrupt or mutate marketing & advertising?

Guest speaker: Paul Isakson
Director of Strategy & Insights, Space150
http://paulisakson.com

Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
Space150
BREAK
3. “The new building blocks”
4. Assignment #2

Old (marketing) building blocks:

Marketing then

Old (marketing) building blocks:
0. CRM+Direct+Yellow Pages
1. Websites
2. Search (SEO+SEM)
3. Online advertising

Old (marketing) building blocks:
0. CRM+Direct+Yellow Pages+Email
>Databases, Contact Systems
1. Websites
>Content+Analytics+Contact Tools
2. Search (primarily SEM)
3. Online advertising
Generally speaking, these older systems
featured only one-way communication.

Marketing now

New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
2. Strategy (pre-existing)
3. Participating

New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
>Monitoring (Google Alerts,
spy.appspot.com, monitter.com, etc.)

New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
>Monitoring (Google Alerts,
spy.appspot.com, monitter.com, etc.)
2. Strategy (pre-existing)
>Analysis (appropriateness, volume,
audience, internal bandwidth, etc.)
>Messaging strategy (What’s your
“Commander’s Intent?”, Who says it?)

New (marketing) building blocks:
“Social Media”
Key differences...
3. Participating
>Active, dynamic, constant, fresh
>Nimble, improvised
>Personal, human

New (marketing) building blocks:
“Social Media”
Examples...
1. Frank Elliason @Comcastcares
2. @RichardatDell
3. Paula Berg, Southwest Airlines

Assignment #2
“Start a blog or microblog for your personal
brand.”
DUE: Monday, March 9
+ Define, then describe your brand. What
makes you distinct? (One, brief paragraph.)
+ Analyze your “competition,” i.e. other voices
similar to yours. (List at least three URLs.)
+ Choose a platform you can maintain.
+ Write at least one post (if blog), at least 10
(if microblog) before next Monday.
+ If you already have a blog, write at least
two posts for next Monday.

Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
Space150
BREAK
3. “The new building blocks”
4. Assignment #2
BREAK
5. Guest speaker: Jim Cuene
General Mills

Guest speaker: Jim Cuene
Director–Interactive Marketing, General Mills
http://cuene.com

Monday, March 9:
“Content Strategy”
1. Assignment #2 due in class
2. Guest speaker: Kristina Halvorson
Brain Traffic
CATFOA (6:00pm)
usefullunacy.typepad.com
tim_brunelle@mcad.edu

Thank you.
Creative Commons Attribution & Non-Commercial License