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Chapter 10, Part B, Web 2.0 and Social Media for Business, 3rd Edition

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Slides for Chapter 10 Part B of
Web 2.0 and Social Media for Business:
Business in a Connected World
3rd Edition, 2016
Dr. Roger McHaney, Dr. David Sachs
http://bookboon.com/en/web-2-0-and-social-media-for-business-ebook

Published in: Education
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Chapter 10, Part B, Web 2.0 and Social Media for Business, 3rd Edition

  1. 1. Web 2.0 and Social Media Business in a Connected World © McHaney and Sachs 2016 Social Media Raw
  2. 2. Video sharing social media app. What is Vine? 6 Second Videos Users can share short videos (up to 6 seconds) that play as looping segments. Released in 2012 Vine was initially developed by Dom Hofmann, Rus Yusupov, and Colin Kroll in 2012. Twitter Acquisition Twitter bought the company for approximately 30 million dollars. Within three years, Vine had over 200 million active users.
  3. 3. Web page interface Vine A user posts a video on Vine’s social network. This video can also easily be shared on other social media platforms such as Twitter and Facebook. Vine allows users to search and browse videos posted by others or to see videos grouped by theme and popularity.
  4. 4. Vine Has an Explore Tab
  5. 5. Vine for Business A number of companies have developed 6-second video messages that provide branding as well as some utility to customers. For instance, Lowes provides a series of Vine videos that quickly inform consumers how to fix common problems. John Waghorn suggests using Vine as part of a broader strategy. Consider:  How the business will communicate with its desired audience;  Whether a business has the resources to make and upload a series of videos;  How the videos will tie into the overall brand/business theme.
  6. 6.  A large audience – Vine has an audience of over 100 million people watching videos monthly.  The next big thing – Using new and trendy social media platforms gives businesses an appearance of freshness and being ahead of competition.  Easy to learn – Vine is both easy to use and easy for customers to connect with.  Creates attention-grabbing videos – Videos are fun to create and provide positive attention. The time investment can be worthwhile.  Creates brand awareness – Videos provide education and more direct information to customer than text transmitted through Twitter or posted on Facebook.  Boost sales – Vine can connect back to a Web site or place where sales can be enacted. From: Lisa Furgison, Twitter expert Reasons Vine can Add Power to Twitter
  7. 7. Business Uses for Vine
  8. 8. Vine Versus Instagram  Instagram videos can be longer than Vine allows (e.g. more than twice as long)  Instagram offers filters  Instagram adjusts for shaky filming  Instagram videos can be shared in more ways (e.g. Tumblr, Facebook or email)  Vine videos can be embedded into Twitter  Vine videos can use embed codes for integration into blogs and WordPress pages  Vine videos are auto-looping  Vine lists trending hashtags
  9. 9. Takes concept of Tweets & Snapchats one step further. Users broadcast live events via phone. Periscope and Meerkat Periscope and Meerkat are competing social media apps vying for the instant video marketplace. Whereas Vine and Instagram allow users to post recorded video clips on social media Websites, Periscope and Meerkat stream live video into a social media environment.
  10. 10. Twitter Enters Picture Meerkat first to appear (February of 2015) but met with competition from Periscope (March of 2015). Twitter purchased Periscope and integrated it into their social media platform giving it a huge advantage and a large pool of potential users. At the same time, it cut off Meerkat’s access to Twitter.
  11. 11. Enables Meerkat widget to be added to social media platforms. Meerkat Embed
  12. 12. People are compelled to share via rich media. Live Streaming Examples Streaming Lives Periscope will reveal people walking their dogs, jogging, cooking, complaining about a hangover, driving somewhere, watching TV, playing a video game, or putting on their make-up. Many users are just looking for someone to talk with and to find common interests. Friends and Family Represents a way to keep in touch with friends in a more personal way. It might be used by those separated from loved ones to keep in touch or for someone to meet new friends.
  13. 13. Finding Streams on Periscope Visual Interface Periscope provides a visual interface that lists many of the live streams currently being broadcast. Map Periscope’s map tab reveals red circles to indicate ongoing broadcasts from a location. Blue dots are recently completed broadcasts. As a user zooms in, more specific locations are revealed.
  14. 14. Live Product Demos Audiences can benefit from watching a new product launch via live streaming. Potential customers can interact during the demonstration by asking questions. From: Cas McCullough social media expert Business Benefits Using Life Streaming Industry News Reports A business can provide general news related to their industry. This will provide a sense of connection to interested people, provide exposure and a sense of relevance to an organization, and give customers insights that extend beyond a particular company’s offerings. Connections with Opinion Leaders Live streaming is a great way to connect with opinion leaders who already have a voice and audience. These people appreciate representatives from a company showing up in an influencer’s broadcast, asking interesting questions, making insightful comments, and sharing with followers. Publicity The platform can provide a place where a product can be showcased and initial public knowledge created for potential customers.
  15. 15. Bring Viewers Behind the Scenes Broadcasts that provide glimpses inside an organization can be enticing and attract attention. Remember, people using social media want personal connections and this is a great way to do this. From: Cas McCullough social media expert Business Benefits Using Life Streaming Build a List of Followers A list of users can be collected by following people watching the live stream. Over time, an extensive list can be created. Collect Content During Live Event Broadcasts can be recorded and then used as raw material in other multimedia offerings. Blog posts, informational videos, source material for YouTube videos and many other items can be created from material created during the live streams.
  16. 16. Permits people to work together over virtual networks. Trello Organizer Social media influenced, collaboration tool useful to people wishing to organize projects. Can be used as a standalone productivity system. Social Interaction Designed in the era of social media and incorporates many ideas and concepts that provide value related to interaction. History Developed by Fog Creek Software, a company started in the year 2000 by Joel Spolsky and Michael Pryor. In 2016, Trello had more than 10 million users.
  17. 17. Boards can be shared and used for interaction as online checklists Trello is a Set of Boards
  18. 18. Anonymous mobile App Boards Filled with Detailed Cards Trello is a set of boards. Each board is a list of lists filled with cards. Cards contain multimedia information about each item in the list. Teams (or individuals) use the cards to track activities, communicate, and document work. Trello helps organize, track, and facilitate projects in a social media setting
  19. 19. Trello Teams  Trello offers features to facilitate team creation.  Teams have administrators and members with varying levels of access to boards.  Teams are intended to comprise a group that may have several projects.  Projects have members while teams cross multiple projects.
  20. 20. Money and Social Media Crowdfunding Raising Capital Social media can be used as a method of raising capital through collective, grassroots efforts. This process is called crowdfunding. Small Amounts Add Up Substantial amounts of funding can be acquired by receiving a small amount of capital from a large number of individuals.
  21. 21. Why Use Crowdfunding? Presentation Platform A place to provide artifacts that bring an idea to life for potential investors. Validation of Concept Through social media tools, flaws, missing elements or enhancements can be discussed and resolved. Greater Reach Access to large numbers of potential investors. Publicity The platform can provide a place where a product can be showcased and initial public knowledge created for potential customers.
  22. 22. Money and Social Media Crowdfunding Raising Capital Social media can be used as a method of raising capital through collective, grassroots efforts. This process is called crowdfunding. Small Amounts Add Up Substantial amounts of funding can be acquired by receiving a small amount of capital from a large number of individuals.
  23. 23. Three Types of Crowdfunding  Donation-Based crowdfunding preferred by those seeking to raise money. Makes sense because there is no financial return to investors.  Rewards-Based crowdfunding entices investors with a reward, typically in the form of a future product or service yielded by the process being funded. No financial return for investor, but rather a gesture of gratitude is provided. Recipients of funds not obligated to share future profits, nor are they giving up ownership shares.  Equity-Based crowdfunding gives contributors ownership shares and in the best cases, profits. Often subject to regulations.
  24. 24. Crowdfunding for a new endeavor Indiegogo Beehive Example
  25. 25. Well-Known Crowdfunding Site: Kick Starter
  26. 26. Crowdfunding Sites
  27. 27. Crowdfunding Sites (Continued)
  28. 28. Important to choose correct crowdfunding platform. Strategic Considerations Choosing the correct site is a crucial step in this strategy and that largely depends on the type of project being funded. Be sure to assess the costs, the rewards, the perks and benefits for each site. Indiegogo sample projects
  29. 29. Indiegogo Timeline
  30. 30. Kickstarter Categories
  31. 31. Kickstarter Project Flow
  32. 32. Kickstarter Testimonials
  33. 33.  Social applications have emerged for consumers wishing for easy- to-use, rich media applications that permit them to quickly interact with peers, anonymous like-minded temporary friends, or people in close proximity.  Most of these applications are not central to business social media plans, but it is important for business planners to realize virtual environments exist and may exert influence.  Popular mobile applications in this category include Instagram, Snapchat, YikYak, Whisper, Tinder, Vine, Meerkat and Periscope.  Applications like Trello permit social media-based organization of projects and tasks.  Social media platforms also provide ideal venues for raising capital from a large number of small donors. This is called Crowdfunding. Chapter 10 Summary
  34. 34. Contact: Roger McHaney, Kansas State University, mchaney@ksu.edu

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