2017 Opening Day lecture at FAU (Florida Atlantic University)from Professor Mascarella Calls #ISM3007

1. Social Media Innovation Lecture 1 1
Lecture 1
by
Prof.
Giuseppe
Mascarella
Davie
Campus
8/21/2017
WELCOME TO ISM 3007
SOCIAL MEDIA INNOVATION

2. AGENDA
1. Introduction To Social Media Innovation Class
2. Social Media Activities To Get To Know Each Other
3. Course Schedule Plan and Grading
4. Social Media Technology
5. Social Media Identity
Social Media Innovation Lecture 1 2

3. 1. Why does social media matters to you and your business?
2. How do I use it successfully?
3. How can I improve my personal branding value?
LinkedIn, Facebook and Twitter
4. How do impact my job hunting or business?
5. What are the mechanics of social media?
6. …
7. ….Who’s is Prof Mascarella
Social Media Innova
3
WHAT QUESTIONS DO WE HAVE
ABOUT SOCIAL MEDIA?

4. 4

5. DISCOVER SOCIAL MECHANISMS
Social Media Innovation Lecture 1 5

6. Social Media Innovation Lecture 1 6
http://www.nytimes.com/2012/02/19/books/review/how-an-egyptian-
evolution-began-on-facebook.html

7. How FaceTime stopped the Turkish coup: President Erdogan's last-ditch
mobile phone call to privately owned TV station mobilised mass support
by harnessing social media
Social Media Innovation Lecture 1 7
http://www.dailymail.co.uk/news/article-3693987/How-FaceTime-stopped-Turkish-coup-President-Erdogan-s-ditch-
mobile-phone-call-privately-owned-TV-station-mobilised-mass-support-harnessing-social-media.html

8. DISCOVER:
WHAT IS SOCIAL LEARNING?
The learner is not a passive recipient of information.
Cognition, environment, self actualization with peers, and
behavior all mutually influence each other.
Pair programming: An agile software development technique in which two programmers work
together at one workstation. One, the driver, writes code while the other, the observer or navigator,
reviews each line of code as it is typed in. The two programmers switch roles frequently.
Classroom Experiential Learning: The process whereby knowledge is created through the
transformation of experience.
Knowledge results from the combinations of grasping and transforming experience.
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9. ACTIVITY
9Social Media Innovation Lecture 1
1. Stand up
2. Try to find somebody that plays the same sport
3. The larger the group (by sport), the better
• Time: 2-3 minutes

10. ACTIVITY PART 1
10Social Media Innovation Lecture 1
Getting to know each other.
Write in big letters:
• Name:
• Age:
• City you currently live in:
• City where you are from or born:
• List 4 interests:
(broad categories i.e.: sports, cars, celebrities, Trump or Clinton, etc..)

11. ACTIVITY PART 2
11Social Media Innovation Lecture 1
Mingle around the room until you find someone from your and stop
moving once you’ve met someone
If no one lives in your city or the city you are from,
go to the closest city.

12. ACTIVITY PART 3
12Social Media Innovation Lecture 1
Within your group, introduce yourselves break into sub groups by
based upon the other attributes in your information sheet

13. ACTIVITY PART 4
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14. Social Media Innovation Lecture 1 14

15. WHY DID YOU JOIN THIS CLASS?
Social Media Innovation Lecture 1 15
1. Personal mastering of Social Media?
2. Find a job in Social Media MKTG world?
3. Enhance your job hunting?
4. Promote your future business?
5. Anything else? ….

16. SOCIAL MEDIA INNOVATION
Social Media Innovation Lecture 1 16
find information
Find an expert

17. INFORMATION AGE
• Began in the 1970’s
• Noted for the abundant publication, consumption, and manipulation of
information, especially by computers and computer networks
• Near infinite amount of data available to anyone with a computer and
Internet access
• Manipulation of data has become a major global industry
Social Media Innovation Lecture 1 17

18. WEB 1.0
1. First stage of the World Wide Web
2. Entirely made of web pages connected via hyperlinks
3. Static content
4. Limited time access (dial-up)
5. Shopping carts
Social Media Innovation Lecture 1 18
Web 1.0 examples

19. WEB 2.0
• The modern Internet we see today
• Interactive content
• UGC (User Generated Content)
• Broadband / high-speed networking everywere
• Mobile
Social Media Innovation Lecture 1 19

20. WEB 2.0- THINGS WE TAKE FOR GRANTED
Web 1.0 Web 2.0
Ofoto --> Photo tagging
Akamai --> BitTorrent
mp3.com --> SoundCloud
Britannica --> Wikipedia
personal websites --> blogging
domain name
speculation
-->
search engine
optimization
page views --> Conversion rate, PTP
screen scraping --> web services
publishing --> Participation
content mngt sys --> Wikis
directories
(taxonomy)
--> tagging ("folksonomy")Social Media Innovation Lecture 1 20

21. WEB 2.0 PULL & PUSH ERAS
Pull Era Characteristics
• Web is proactively seeking Information
• Search technology boomed (airfare, conversions, etc)
• Many monetization opportunities for successful websites. Yesterday was the
era are mostly information ad-sponsored utilities
• Positive feedback loop between the supply and demand of information
Social Media Innovation Lecture 1 21

22. FEEDBACK LOOPS
Feedback Loops: Algorithms that enhance or dampen changes that
occur in a system
• Positive Feedback loops: this tends to move a system away from its
equilibrium state
• Negative Feedback loops: tend to dampen changes; this tends to hold a
system to some equilibrium state making it more stable.
Social Media Innovation Lecture 1 22

23. WEB 2.0 PULL & PUSH ERAS
Push Era Characteristics
• Content seeks you
• Positive feedback loop between social networks and media publishers
• Desktop vs Mobile
• Stock content vs Flow content
• Separate “unbundled” monetization strategies
• Successful websites of this era were mostly information utilities
Social Media Innovation Lecture 1 23

24. WEB 2.0 PULL & PUSH ERAS
Social Media Innovation Lecture 1 24
Push Pull
Dominant platform Search Social
Dominant platform Google Facebook
Growth era 2000s 2010s
Successful content type Utilities Media
Content durability Stock Flow
Successful publishers TripAdvisor, Wikipedia, Yelp You
Marketing activity links and algorithms shares and people

25. WHAT IS SOCIAL MEDIA?
A group of Internet-based applications that build on the ideological
and technological foundations of Web 2.0, and that allow the
creation and exchange of user-generated content”
- Kaplan Andreas M., Haenlein Michael –Business Horizons
Social Media Innovation Lecture 1 25

26. WHAT IS SOCIAL MEDIA?
Characteristics
• Participation
• Openness
• Conversation
• Community
• Connectedness
Social Media Innovation Lecture 1 26

27. WHAT IS SOCIAL MEDIA?
Classifications
• Social networks
• Blog / Microblogging
• Crowd Wisdom
• Q & A
• Social Market Place
• Enterprise
• Pictures
• Livecasting
• Wikis
• Discussions & Forums
• Business
• Service Networking
• Reviews / Ratings
• Video
• Events
• Social Bookmarks
• Quantified SelfSocial Media Innovation Lecture 1 27

28. Social media is defined as "a group of Internet-based
applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and
exchange of user-generated content”
• - Kaplan Andreas M., Haenlein Michael –Business Horizons
Social Media Innovation Lecture 1 28

29. Social Media Innovation Lecture 1 29
1. Interior
designer
2. Cuban
Artist
3. Training
Workshops
3. Energy
Drink

30. SYLLABUS 1/2
Social Media Innovation Lecture 1 30

31. SYLLABUS 2/2
Social Media Innovation Lecture 1 31
. BlockChain and BitCoin

32. COURSE EVALUATION METHOD
• Class Participation and Attendance 180 points (20 points per class)
• Quizzes (some in class) 120 points (20 points per class)
• Assignments 160 points
• Exams (3) 240 points (Max 80 points per exam)
• Group Project 100 points (20 extra point per coordinator)
---------------
Total 1000 points
32
Grade A A- B+ B B- C+ C C- D+ D D- F
Cutoff 935 910 885 855 830 805 775 750 725 695 670 0

33. SOCIAL MEDIA IDENTITY
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34. YOUR IDENTITY
& THE TRUST
Social Media Innovation Lecture 1
34
Individual
Nielsen 2013 Trust Report
Survey across 58 countries

35. WHAT IS YOUR SOCIAL “POWER”
1. How can we encourage others to recommend you?
2. How do you stand out in a noisy world?
3. How can you be “top of mind” when people have a need? (or
HIRE!)
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36. Social Media Innovation Lecture 1 36

37. DO KNOW YOUR NUMBERS?
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38. Social Media Innovation Lecture 1 38

39. SOCIAL MEDIA IS LIKE A GARDEN
• Feeds plants but not weeds
• More water is needed to penetrate surface
• Resources wasted on walls, sidewalks and
areas where there are no plants
• Costly use of limited resources
• Easy and default solution for many
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40. Social Media Innovation Lecture 1 40

41. YOUR IDENTITY ID YOUR BRAND
Assignment 1: The Social Identity status
Got to http://www.socialmediaexaminer.com/getting-started/
Assess which of “Getting Started Steps described you have
implemented in your profile.
Write a report in PowerPoint on your current social profile status and
the desired status
Twitter: 7 Tips to get started
Facebook 9 tips for integrating
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42. Social Media Innovation Lecture 1 42
Questions?
giuseppe@valueamplify.com