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Social Media Marketing and
Communication Strategy
Erasmus Course
January 2016
www.anaadi.net
Some general information
www.anaadi.net 2
About the lecturer
www.anaadi.net 3
Important dates
• Webinar 1 – January 11, 10am-12noon
• Webinar 2 – January 11, 2pm-4pm
• Webinar 3 – January 14, 10am – 1...
Course aims
• Present the social media landscape and its evolution.
• Present and discuss the challenges that the emergenc...
• The webinars, like lectures, serve as pointers
• Please ensure that you read and view all the
materials referred to in t...
Useful links
• http://www.kathonewmedia.wordpress.com
• http://anaadi.net
• http://www.dcsbu.wordpress.com
• http://www.sl...
Today’s webinar
• Quick overview of the development of the
Internet and social media.
• Definition of web/social media spe...
How old is the Internet?
www.anaadi.net 9
www.anaadi.net 10
http://webdeliciousness.blogspot.fr/2010/11/social-media-timeline.html
www.anaadi.net 11
http://www.evolutionoftheweb.com/
www.anaadi.net 12
http://www.ritholtz.com/blog/wp-content/uploads/2010/12/socialMediaTL_05.png
www.anaadi.net 13
http://avalaunchmedia.com/history-of-social-media/Main.html
Define the terms:
web 1.0
web 2.0
web 3.0
www.anaadi.net 14
www.anaadi.net 15
https://flatworldbusiness.wordpress.com/flat-education/previously/web-1-0-vs-
web-2-0-vs-web-3-0-a-bird-...
www.anaadi.net 16
http://www.michelleblanc.com/images/Web-4-0-Web-OS.JPG
www.anaadi.net 17
Define the terms:
media
mass-media
digital media
social media
social networking
www.anaadi.net 18
The Internet and
Social Media Landscape
www.anaadi.net 19
www.anaadi.net 20
www.anaadi.net 21
www.anaadi.net 22
www.anaadi.net 23
www.anaadi.net 24
http://vincos.it/wp-content/uploads/2009/06/WMSN_Poster_jul2014.png
• Fast-paced
• Cluttered
• Growing
• A business
• Diverse
www.anaadi.net 25
www.anaadi.net | www.quadriga.eu 26Day 3
Day 3 www.anaadi.net | www.quadriga.eu 27
The (new) environment
www.anaadi.net 28
• Increased consumer skepticism
• Businesses are enthusiastic about adopting the
web but do not always know how
• Communic...
www.anaadi.net 30
http://www.slideshare.net/EdelmanAmsterdam/edelman-trust-barometer-2015-food-and-
beveragefinal-deck-eur...
www.anaadi.net 31
http://www.spiral16.com/blog/2013/01/does-your-company-have-a-social-media-blind-spot-
infographic/
www.anaadi.net | www.quadriga.eu 32
https://www.youtube.com/watch?v=547VaUmpTVY https://www.youtube.com/watch?v=5d7Ka0easU...
What digital and social media are for
www.anaadi.net 33
Communities
&
Content
Support
&
Dissent
Loyalty
&
Competition
Connect LeverageAmplify
http://occupylondon.org.uk/ http://www.royal.gov.uk/
Communities & Content
Support & Dissent
Watch playlist here:
https://www.youtube.com/playlist?l
ist=PL484F058C3EAF7FA6
Support & Dissent
Blanchard, O. (2010) Greenpeace vs Nestle: How to make sure your Facebook page doesn‘t
become a PR Trojan horse / part 1. ...
Loyalty & Competition
(2010) Gap scraps logo redesign after protests on Facebook and Twitter. Available from:
http://www.t...
Some assumptions and their
consequences
www.anaadi.net 40
Everyone is on the Internet
www.anaadi.net 41
www.anaadi.net | www.quadriga.eu 42
https://www.youtube.com/watch?v=qQD5soc2r7Y
Day 3
• Digital divide can imply a lack of:
– Access to technology
– Knowledge and skills of how to use it
 This can lead to di...
The bigger and more popular
the platform, the better
www.anaadi.net 44
www.anaadi.net | www.quadriga.eu 45
http://www.thelongtail.com/about.html
https://www.ted.com/talks/chris_anderson_of_wire...
• Smaller and niche
(networks/audiences/platforms) can lead to
higher engagement and repeated exposure
– Unlike the bigger...
Everything that is online is
good and is true
www.anaadi.net 47
www.anaadi.net 48
(…) blogs are “collectively
corrupting and confusing popular
opinion about everything from
politics, to ...
• Technology is a tool (and so is social media)
– Humans have the potential to control as well as be
controlled by it
 Th...
www.anaadi.net 50
https://www.youtube.com/watch?v=lKblR2h2t-M
www.anaadi.net | www.quadriga.eu 51
https://www.youtube.com/watch?v=jX2BcjIEUY8
Day 3
More info:
• https://dcsbu.wordpress.com/2014/09/30/int
roduction-l1-and-the-digital-media-landscape-
l2/
• https://dcsbu....
Conclusions
• Technological evolution in the past years has been fast posing
multiple challenges to individuals, organizat...
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Social Media Landscape_Social media marketing_Vives_webinar 1

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Webinar 1 slides on Social Media Landscape for the Social Media Marketing and Communication Strategy Course at Vives, Kortrijk, Belgium

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Social Media Landscape_Social media marketing_Vives_webinar 1

  1. 1. Social Media Marketing and Communication Strategy Erasmus Course January 2016 www.anaadi.net
  2. 2. Some general information www.anaadi.net 2
  3. 3. About the lecturer www.anaadi.net 3
  4. 4. Important dates • Webinar 1 – January 11, 10am-12noon • Webinar 2 – January 11, 2pm-4pm • Webinar 3 – January 14, 10am – 12noon • Tutorial – January 14, 12noon – 1pm • Assignment due – January 22, 6pm (ONLINE, on www.kathonewmedia.wordpress.com) www.anaadi.net 4
  5. 5. Course aims • Present the social media landscape and its evolution. • Present and discuss the challenges that the emergence of new media (web 1.0 to web 4.0 and social media) pose to marketing and communications • Present and discuss the implications of uses of social and digital media for organisations, governments and individuals including practitioners (skills, trust, digital divide) • Outline the fundamental elements of a marketing and communications strategy • Explain how strategy can be applied to online communicative efforts (including marketing) • Expose students to the market expectations and requirements such as research and social media audits required to drive strategic insight • Increase students’ awareness of the risks and opportunities that the new media offers www.anaadi.net 5
  6. 6. • The webinars, like lectures, serve as pointers • Please ensure that you read and view all the materials referred to in these slides www.anaadi.net 6
  7. 7. Useful links • http://www.kathonewmedia.wordpress.com • http://anaadi.net • http://www.dcsbu.wordpress.com • http://www.slideshare.net/ana_adi • https://prezi.com/user/ana_adi/ www.anaadi.net 7
  8. 8. Today’s webinar • Quick overview of the development of the Internet and social media. • Definition of web/social media specific terms • Web culture theories and concepts and their implications for individuals, society and organizations. www.anaadi.net 8
  9. 9. How old is the Internet? www.anaadi.net 9
  10. 10. www.anaadi.net 10 http://webdeliciousness.blogspot.fr/2010/11/social-media-timeline.html
  11. 11. www.anaadi.net 11 http://www.evolutionoftheweb.com/
  12. 12. www.anaadi.net 12 http://www.ritholtz.com/blog/wp-content/uploads/2010/12/socialMediaTL_05.png
  13. 13. www.anaadi.net 13 http://avalaunchmedia.com/history-of-social-media/Main.html
  14. 14. Define the terms: web 1.0 web 2.0 web 3.0 www.anaadi.net 14
  15. 15. www.anaadi.net 15 https://flatworldbusiness.wordpress.com/flat-education/previously/web-1-0-vs- web-2-0-vs-web-3-0-a-bird-eye-on-the-definition/
  16. 16. www.anaadi.net 16 http://www.michelleblanc.com/images/Web-4-0-Web-OS.JPG
  17. 17. www.anaadi.net 17
  18. 18. Define the terms: media mass-media digital media social media social networking www.anaadi.net 18
  19. 19. The Internet and Social Media Landscape www.anaadi.net 19
  20. 20. www.anaadi.net 20
  21. 21. www.anaadi.net 21
  22. 22. www.anaadi.net 22
  23. 23. www.anaadi.net 23
  24. 24. www.anaadi.net 24 http://vincos.it/wp-content/uploads/2009/06/WMSN_Poster_jul2014.png
  25. 25. • Fast-paced • Cluttered • Growing • A business • Diverse www.anaadi.net 25
  26. 26. www.anaadi.net | www.quadriga.eu 26Day 3
  27. 27. Day 3 www.anaadi.net | www.quadriga.eu 27
  28. 28. The (new) environment www.anaadi.net 28
  29. 29. • Increased consumer skepticism • Businesses are enthusiastic about adopting the web but do not always know how • Communicators see the social web (and its measurement) as their biggest challenge www.anaadi.net 29
  30. 30. www.anaadi.net 30 http://www.slideshare.net/EdelmanAmsterdam/edelman-trust-barometer-2015-food-and- beveragefinal-deck-europe
  31. 31. www.anaadi.net 31 http://www.spiral16.com/blog/2013/01/does-your-company-have-a-social-media-blind-spot- infographic/
  32. 32. www.anaadi.net | www.quadriga.eu 32 https://www.youtube.com/watch?v=547VaUmpTVY https://www.youtube.com/watch?v=5d7Ka0easUM&feat ure=youtu.be Skim thorough the European Communication Monitor and Asia-Pacific Communication Monitor and check the future of media sections. www.communicationmonitor.eu and www.communicationmonitor.asia Day 3
  33. 33. What digital and social media are for www.anaadi.net 33
  34. 34. Communities & Content Support & Dissent Loyalty & Competition Connect LeverageAmplify
  35. 35. http://occupylondon.org.uk/ http://www.royal.gov.uk/ Communities & Content
  36. 36. Support & Dissent Watch playlist here: https://www.youtube.com/playlist?l ist=PL484F058C3EAF7FA6
  37. 37. Support & Dissent
  38. 38. Blanchard, O. (2010) Greenpeace vs Nestle: How to make sure your Facebook page doesn‘t become a PR Trojan horse / part 1. Availabe from: https://thebrandbuilder.wordpress.com/2010/03/22/greenpeace-vs-nestle-how-to-make-sure- your-facebook-page-doesnt-become-a-pr-trojan-horse-part-1/ Owyang, J. (2010) Crisis Planning: Prepare Your Company For Social Media Attacks. Available from: http://www.web-strategist.com/blog/2010/03/22/prepare-your-company-now-for-social- attacks/ Ionescu-Somers, A. & Enders, A. (2012) How Nestlé dealt with a social media campaign against it. Financial Times. Available from: http://www.ft.com/cms/s/0/90dbff8a-3aea-11e2-b3f0- 00144feabdc0.html#axzz3pmzyopql Ridings, M. (2010) Nestle / Facebook / Greenpeace timeline (in process). Available from: http://techguerilla.com/nestle-facebook-greenpeace-timeline-in-process/ Support & Dissent
  39. 39. Loyalty & Competition (2010) Gap scraps logo redesign after protests on Facebook and Twitter. Available from: http://www.theguardian.com/media/2010/oct/12/gap-logo-redesign
  40. 40. Some assumptions and their consequences www.anaadi.net 40
  41. 41. Everyone is on the Internet www.anaadi.net 41
  42. 42. www.anaadi.net | www.quadriga.eu 42 https://www.youtube.com/watch?v=qQD5soc2r7Y Day 3
  43. 43. • Digital divide can imply a lack of: – Access to technology – Knowledge and skills of how to use it  This can lead to discrimination, exclusion of certain groups, loss of income and more www.anaadi.net 43
  44. 44. The bigger and more popular the platform, the better www.anaadi.net 44
  45. 45. www.anaadi.net | www.quadriga.eu 45 http://www.thelongtail.com/about.html https://www.ted.com/talks/chris_anderson_of_wired_on_tech_s_long_tail?language=en Day 3
  46. 46. • Smaller and niche (networks/audiences/platforms) can lead to higher engagement and repeated exposure – Unlike the bigger and more popular platforms where competition is so high www.anaadi.net 46
  47. 47. Everything that is online is good and is true www.anaadi.net 47
  48. 48. www.anaadi.net 48 (…) blogs are “collectively corrupting and confusing popular opinion about everything from politics, to commerce, to arts and culture”. (…) old media is facing extinction – “say goodbye to experts and cultural gatekeepers – our reporters, news anchors, editors, music companies, and Hollywood movie studios.” http://www.bbc.co.uk/blogs/newsnight/2007/06/the_cult_of_the_amateur_by_a ndrew_keen_1.html
  49. 49. • Technology is a tool (and so is social media) – Humans have the potential to control as well as be controlled by it  This has many implications including on privacy, security, data protection and legislation among others www.anaadi.net 49
  50. 50. www.anaadi.net 50 https://www.youtube.com/watch?v=lKblR2h2t-M
  51. 51. www.anaadi.net | www.quadriga.eu 51 https://www.youtube.com/watch?v=jX2BcjIEUY8 Day 3
  52. 52. More info: • https://dcsbu.wordpress.com/2014/09/30/int roduction-l1-and-the-digital-media-landscape- l2/ • https://dcsbu.wordpress.com/2014/10/12/we b-trends-web-culture-l4/ www.anaadi.net 52
  53. 53. Conclusions • Technological evolution in the past years has been fast posing multiple challenges to individuals, organizations and institutions • The rapid proliferation and adoption of digital and social media have increased the pressures on organizations and institutions (and their marketing and communication departments) to adopt the new medium • This has lead to either rushed adoptions or copy/paste approaches which are inappropriate for the new medium www.anaadi.net 53

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