January 12 2011

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January 12 2011

  1. 1. INSIGHTS ANDOPPORTUNITIES IN SOCIAL MEDIA january 12, 2011
  2. 2. Questions from last class?
  3. 3. what i heard last class• best in class cases• optimize usage• wading through the clutter• privacy• applications available• b2b / b2c• roi• influencers• use across segments
  4. 4. Reading Discussion
  5. 5. value judgments on social media (“milkshake mistakes”)
  6. 6. The student of media soon comes to expectthe new media of any period whatever to beclassed as pseudo by those who acquired thepatterns of earlier media, whatever theyhappen to be.! - Marshall McLuhan !
  7. 7. shift fromconsumption to participation
  8. 8. social surrogacy
  9. 9. convergence of life and media
  10. 10. impact of “publish”
  11. 11. AMATEUR! AMATEUR!AMATEUR! AMATEUR!
  12. 12. quality v.immediacy
  13. 13. creating value and devaluation
  14. 14. transparency
  15. 15. the role of scale
  16. 16. impact ofparticipation oncommerce and culture (e.g. pickup pal)
  17. 17. why do people share (withoutcompensation)? (digital sharecropping)
  18. 18. what will be our next “gin?”
  19. 19. MEANS
  20. 20. social is personal
  21. 21. “Ambient intimacy is being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible.”! Leisa Reichelt!
  22. 22. The most successfulbrand profiles areattributed to a person, nota product, service or logo.!
  23. 23. life datafication
  24. 24. “Nike has discovered that once a user uploads five runs to its web site, they’ve gotten hooked on what their data tells them about themselves.”! – Wired Magazine!“Self-knowledge through numbers? Sounds absurd, but the newest tools open up our lives like never before.”! – Wired Magazine!
  25. 25. TweetPsych uses two algorithms tobuild a psychological profile based onthe content of your last 100 tweets. !
  26. 26. new collaborations
  27. 27. wisdom of crowds The averaged results of a group of individuals’ inputs are better than the best independent expert.
  28. 28. We are increasinglyrelying on the crowd tohelp with our ownindividual thinking.!Ideablob gives people aforum to solicit andcontribute ideas.!
  29. 29. Bands, filmmakers,Obama, and otherentrepreneurs arelooking to the massesto financially supportideas and initiatives.!Sites likeCrowdFundingfacilitate the collectivecooperation, attentionand trust of peoplewho pool their money,usually through onlinemicro-payments, forany variety ofpurposes.!
  30. 30. Kickstarter is “afunding platform forartists, designers,filmmakers, musicians,journalists, inventors”and more. !It is crowd-fundingfor the creative class,who may lack thebusiness acumennecessary for bringingtheir ideas to life.!
  31. 31. perpetual beta
  32. 32. Google’s Gmail was in beta forfive years. In that time, theservice grew from invitation-onlyto more than 100 million users.Google kept it in beta to signalthat the company would bemaking “constant featurerefinement” to the service. !
  33. 33. August 25, 2009: Searsannounces Manage MyHome o!cial launch –after two full years inpublic beta. " This early-stage consumer testing of core features helped ensure that the destination site could “easily integrate into everyday life”, and“help homeowners get more done at home”. !
  34. 34. internet as application
  35. 35. expertise! DEMOCRACY! collecting! PUBLISHING!information! INSPIRATION! technology IDEA FIRST! first!
  36. 36. social networks Content development! First seeds! Within-network sharing! Established communities! Media placement!
  37. 37. blogging/microblogging Heavy influencer activity! More organic and open than ‘networks’! But, linkable to / from networks! Quick easy access for rapid response! Search-engine compatable!
  38. 38. social socialbookmarking Content seeding and amplification! Success metric! Tracking!
  39. 39. wikis Open collaboration and transparency with consumers! -" Creative! -" Innovation! -" Q&A!
  40. 40. production sharing Content development and sharing! “Uno"cial” content home! Contest / promo collaboration! Identifying influencers!
  41. 41. location based geography as activity loyalty/advocacy retail/events
  42. 42. entertainment Media placement! Branded content / entertainment / Product placement! Show sponsorships!
  43. 43. reviews/ratings Buzz! Monitoring / research! PR / crisis management! Influencer / Advocate identification!
  44. 44. work/collaboration Internal project sharing! Controlled collaboration! Project / file management!
  45. 45. people use all ofthese, so should all be considered together
  46. 46. • Goals / objectives of the brand• Marketing strategy• Consumer behavior & insights• Messaging• Media landscape / Digital ecosystem
  47. 47. READING AND ASSIGNMENT• Read Cognitive Surplus chapter 3• Questions for Assignment 1

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