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Opening lecture: Intro to Social Media [UPDATED Jan 2014]


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Opening slides for my post graduated course in digital media. Introduces the 4 media ages, and then talks through Prof. Clay Shirky's Means, Motive and Opportunity in order to help students understand why digital media is so different.

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Opening lecture: Intro to Social Media [UPDATED Jan 2014]

  1. 1. COMM 610: Highlights •  Grading –  In-class participation: –  Keikensha Quiz Based on Belt Training Mods –  Written Examination: 30% 30% 40% •  Participation: Critical to Final Grade – Help Classmates Learn •  Twitter Back Channel: #smumcm •  Laptops: Strongly encourage closed laptop; at minimum closed email and browser
  2. 2. Michael Netzley, PhD •  Academic Director, SMU Executive Development •  Daddy with 3 daughters & 1 son •  Joined SMU in 2002, LKCSB 10 years •  Champion’s Award, Innovative Course Design and Delivery •  Research Fellow, Society for New Communication Research •  Visiting positions in Argentina, Berlin, Finland, Slovenia, and Japan •  Clients: Unilever, BNP Paribas, IBM, TCS, IHG, 3M, Singapore Airline, Mastercard, Motorola, Shell, MFA, CPF, and UOB
  3. 3. Digital  Communica%on  for   Professionals   Essen%als  for  the  Fourth  Media  Age       Michael  Netzley,  PhD   h0p://    
  4. 4. Social  Media   Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of the content. Source
  5. 5. The  Technology  
  6. 6. Sociological  Defini=on  of  Social   Media   Social Media refers to not only the technology but the cultural and behavioral traits of people communicating and sharing with one another. Through social networks, people are listening, sharing, creating, judging, and innovating in ways that are reshaping relationships (e.g., government to constituents or friend to friend), power bases, financial models, and knowledge.
  7. 7. First  Media  Age:  Greece   Greek alphabet and writing led to one of the most productive cultures in all of history
  8. 8. Second  Media  Age:  Print   Chinese moveable type in 11th century, and Gutenberg's Press in the 15th century, brought books to the nonelites of society
  9. 9. Third  Media  Age:  Broadcast   20th century broadcasting brought media into homes, and at a low cost, thus increasing demand while decreasing the supply of media channels.
  10. 10. Shou%ng:  One-­‐to-­‐Many   “The one-to-many approach is out…It was replaced by CRM, the one-to-one model. This gave the ability to customize a message. This model was, in turn, replaced by the one-fromone, or search model ” But all good things must change…
  11. 11. Shou%ng:  S%ll  Effec%ve?   “There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.”
  12. 12. Advertising is the price companies pay for being unoriginal - Yves Behar, designer
  13. 13. Fourth  Media  Age:  Internet   Everyone becomes their own media company because of infrastructure, Internet, digital technology, and interactive easy-touse sites.
  14. 14. Clay  Shirkey’s  Cogni%ve  Surplus   •  The  Internet  gives  us   three  reasons  to  no   longer  be  “couch   potatoes”     •  Means   •  Mo=ve   •  Opportunity  
  15. 15. Means:  How  We  Act   •  Means  of  produc=on   increases   –  Buying  a  TV  versus  buying   a  laptop   •  Everything  is  an  original;   no  inferior  copies   •  Fluid  networks:  content   flows  smoothly  between   networks   •  Low  cost  
  16. 16. Mo%ve:  Why  We  Act   •  Intrinsic  mo=va=on  can   be  powerful   –  Autonomy   –  Mastery   –  Purpose   –  Daniel  Pink,  Drive     •  Extrinsic  can  “crowd   out”  intrinsic   mo=va=on  
  17. 17. Opportunity:  Where  &  with  Whom   •  Privileged  media  class   with  right  to  speak   disappearing   •  We  can  all  par=cipate  &   share  directly   •  “Social  Produc=on”  or   “Commons-­‐Based  Peer   Produc=on”   •  Open  source  soWware,   Wikipedia,  or  classsic  Z-­‐ Boys  example  
  18. 18. How  We  Use  Time   ACTIVITY   TIME   SOURCES   Work  (USA)   7.5  hours  per  day  (avg)   Bureau  of  Labor  Sta=s=cs   Work  (SG)   8.5  hours  per  day  (avg)   AsiaOne   (1  in  5  works  11+  hours  per   day)   Television  (USA)   2.7  hours  per  day  (avg)   18.9  hours  per  week   BLS   50%  of  free  =me   Television  (SG)   12  hours  per  week   We  Are  Social   Internet  Use  (SG)   25  hours  per  week   We  Are  Social   Singapore spends 25,000,000 hours each month watching online video (We are Social)
  19. 19. Cogni%ve  Surplus  
  20. 20. McKinsey  &  Co  Study  2010   •  Use  of  Web  2.0  technologies  significantly   improved  companies’  performance   •  Networked  enterprises  leaders  vs.  companies   using  the  Web  in  more  limited  ways The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716
  21. 21. Changing  Audiences  
  22. 22. Today, the barrier to exiting your media site is only the click of a mouse…
  23. 23. Economist’s  Third  Industrial  Revolu%on  
  24. 24. Digital  Manufacturing  Technology  
  25. 25. So  What  Does  It  Mean?  
  26. 26. Simon  Kemp,  We  Are  Social   •  Managing  Director,  We   Are  Social   •  Clients:  Unilever,  Diageo,   Intel,  Johnson  &  Johnson,   Tiger  Beer,  Lenovo,  Heinz   •  Previously:  BBH,   Universal  McCann,   Starcom  Mediavest  Group   •  @eskimon