Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Lecture Jan 11 2010

642 views

Published on

Class 1:
- Individual introductions.
- Course objective
- Topics the course will cover.
- Overview of books and chapters.
- Overview of grading system: Assignments, cases, end of semester exam
- Discussion of basics of social media
- Implications of Social Media on society, companies, and marketing
- Discuss first assignment: Case study on a company that has been effective in using social media.

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Lecture Jan 11 2010

  1. 1. Insights and opportunities in social media<br />Class 1<br />
  2. 2. &quot;Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it&apos;s not better.”<br />AvinashKaushik, Google analytics guru (through Twitter, March 2, 2009)<br />
  3. 3. Introductions<br />Name<br />A bit about yourself<br />Why you’re taking this class<br />
  4. 4. Rules for the class<br />Discuss<br />Debate<br />Participate<br />
  5. 5. Structure<br />10 minutes discussing previous class, questions, etc.<br />50 minutes presentation<br />15 minute break<br />50 minutes presentation AND/OR work time (depending on need)<br />25 minutes assignment discussion, q&a, etc.<br />
  6. 6. Objectives: Mine<br />Theory<br />Resource / tools<br />Application<br />Ongoing use and updating<br />
  7. 7. Objectives: Yours<br />
  8. 8. Topics<br />Impact of social media<br />Trends in social media<br />Using the social graph as a research tool<br />Participating in the social graph<br />Implementing a social media platform<br />
  9. 9. Reading<br />
  10. 10. Suggested, but not required<br />
  11. 11. Grading<br />Case study 20%<br />Research report 20%<br />Practice campaign 20%<br />Exam (essay) 40%<br />
  12. 12. Accessing class content<br />
  13. 13. Questions?<br />
  14. 14. Overview of Social Media<br />
  15. 15. What is social media?<br />
  16. 16. 1/9/10<br />16<br />
  17. 17.
  18. 18. Social Media: Defined?<br />Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).<br />
  19. 19. “highly accessible and scalable publishing techniques”<br />
  20. 20. “social interaction”<br />
  21. 21. “many to many”<br />
  22. 22. The value of social media<br />
  23. 23. Does not replace traditional media<br />It’s more a megaphone for conversations<br />It’s a new conduit for consumer understanding<br />It’s a new system of accountability – checks and balances<br />
  24. 24. Like anything else, social media benefits from a broader strategic approach<br />Goals / objectives of the brand<br />Marketing strategy<br />Consumer behavior & insights<br />Messaging<br />Media landscape / Digital ecosystem<br />1/9/10<br />24<br />
  25. 25. 25<br />Sources of Trusted Information<br />(scale of 1 to 10)<br />
  26. 26. 26<br />Reasons for Using Social Networks<br />
  27. 27. 1/9/10<br />27<br />
  28. 28. Social Media Participation Segments<br />Desire to have an impact<br />Desire to be heard<br />Desire to participate<br />Desire to belong<br />Desire to understand<br />Source: Forrester, 2008<br />Source: Forrester, 2008<br />
  29. 29. The implications from social media<br />
  30. 30. 1/9/10<br />30<br />Thesis 1<br />Markets are conversations.<br />Thesis 3<br />Conversations are conducted in a human voice.<br />Thesis 12<br />There are no more secrets.<br />Thesis 52<br />Paranoia kills conversations. But lack of open conversations kills companies.<br />Thesis 60<br />Markets want to talk to companies.<br />*Originally written in 2000<br />1 year before the dot com bubble completely burst<br /> years before MySpace or Facebook were created<br />6 years before people were tweeting<br />
  31. 31. DEMOCRACY<br />expertise<br />PUBLISHING<br />collecting<br />INSPIRATION<br />information<br />IDEA FIRST<br />technology first<br />
  32. 32. Size of the web<br />Traditional destinations<br />
  33. 33. Communication<br />
  34. 34. Communication<br />simultaneous<br />parallel<br />disconnected<br />
  35. 35. Stories<br />content WAS king<br />
  36. 36. Stories<br />now, it’s about PARTICIPATION<br />who<br />how many<br />how often<br />
  37. 37. Structure<br />
  38. 38. Structure<br />
  39. 39. Structure<br />A transactive memory system is a system through which groups collectively encode, store, and retrieve knowledge.<br />INFORMATION RETRIEVAL<br />EXPERTISE<br />
  40. 40. Craft<br />CRAFTSMAN<br />
  41. 41. Craft<br />AMATEUR<br />AMATEUR<br />AMATEUR<br />AMATEUR<br />
  42. 42. Value judgments<br />clutter<br />selective attention<br />publish then filter<br />unfinished<br />
  43. 43. A case<br />
  44. 44. Dell - 1st Post: Minor Impact, Neutral Sentiment<br />44<br />
  45. 45. Dell - Post 2: Major Impact, Negative Sentiment<br />45<br />
  46. 46. Dell - Post 2: Quickly Propogates<br />46<br />
  47. 47. Dell - Post 3: Major Impact, Positive Sentiment<br />47<br />
  48. 48. Dell - Post 3: A Negative Turned to Positive Sales<br />Dell’s actions resulted in $6 million in sales via the custom URL that tracked usage of the discount coupon.<br />48<br />
  49. 49. Dell - Timeline and Propagation Map<br />Propagation Map: June 14th - June 21st<br />49<br />
  50. 50. First Assignment: Case Study<br />
  51. 51. Overview of assignment<br />Find a company that has used social media successfully<br />Outline:<br />Problem the company was solving for<br />The methods employed<br />Success metrics<br />Include sources<br />Include implications<br />Include critical analysis of what worked and what didn’t<br />Due one week from today<br />20% of grade<br />

×