MAS Social Media 1 - Intro

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MAS Social Media 1 - Intro

  1. 1. Social Media Miami Ad School DUMBO Fall 2010 1
  2. 2. HAI !!! 2
  3. 3. Hi, I’m Marci • I’ve spent the last 10 years working with advertising agencies, Fortune 500 brands, and start-ups to create design and strategy for engaging, effective, and elegant digital experiences. • I’m currently the Director of Digital Strategy at Publicis, where I bring digital insights to traditional advertising teams. webmaster web designer interaction designer strategist web developer information architect ux designer 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 3
  4. 4. Connect • Email: marci@designmartini.com • Web: marciikeler.com • Blog: digipology.com • Twitter: twitter.com/marciikeler • Facebook: facebook.com/marciikeler • AIM: designmartini • Cell: 917-604-3769 4
  5. 5. Roll Call • What is your name? • What are you studying? • Where are you from? • What social networks do you currently participate in? 5
  6. 6. Class Posterous massm.posterous.com Will include class materials, contact information, and interesting resources. To contribute a link or text, email it to: post@massm.posterous.com (I will approve submissions) 6
  7. 7. What is social media? 7
  8. 8. Social media in plain English 8
  9. 9. Social media in plain English 8
  10. 10. Our definition Social media refers to communication mediums that rely on peer-to-peer networks vs. mass communication networks. 9
  11. 11. 10
  12. 12. Marketing is now social With the rise of digital technology, communication between brands and consumers has become bidirectional. 11
  13. 13. Consumers embrace social technologies • Consumers are acting in an increasingly social manner digitally. - Social conversations have become related to purchase decisions both online and off. - This will continue to increase exponentially. • Digital media is frequently the first point of contact for consumers and brands. - Consumers research and talk about brands heavily online. And not just for big purchases. - 69% of connected consumers have provided feedback to a brand online. • This effect is called digital primacy. 12
  14. 14. People talk, share, and aggregate 13
  15. 15. People create, remix, and watch 14
  16. 16. And people do all that for, with, and against brands 15
  17. 17. Brands can’t control the conversation - but they can choose whether or not to participate.
  18. 18. You might call it a revolution 17
  19. 19. You might call it a revolution 17
  20. 20. Implications for marketing 18
  21. 21. Implications for marketing • Less attention being paid to mass media 18
  22. 22. Implications for marketing • Less attention being paid to mass media • WOM increases importance 18
  23. 23. Implications for marketing • Less attention being paid to mass media • WOM increases importance • The viral lift 18
  24. 24. Implications for marketing • Less attention being paid to mass media • WOM increases importance • The viral lift • Context is king 18
  25. 25. Big trends in social 19
  26. 26. Big trends in social • Increased corporate transparency (social business) 19
  27. 27. Big trends in social • Increased corporate transparency (social business) • From avatars to real identities 19
  28. 28. Big trends in social • Increased corporate transparency (social business) • From avatars to real identities • Transforming customer service 19
  29. 29. Big trends in social • Increased corporate transparency (social business) • From avatars to real identities • Transforming customer service • Relevance through friendship 19
  30. 30. What do you want to learn? And what projects should we do?
  31. 31. (Suggested) Curriculum Week Date Topic Description 1 10/08/10 Introduction How social media is changing society, and the implications for business, media, and advertising.  2 10/15/10 Social Channels Overview of the various social media channels and different requirements and case studies for each. 3 10/22/10 Listening How to use social media conversations as a tool for developing advertising and product insights. 4 10/29/10 Small, Fast, and Creating engagements that advertise while providing benefit to Sticky consumers. 5 11/05/10 Community Planning for always-on conversations that support a brand and its Management community. 6 11/12/10 Social Media Introducing a framework for successful social media campaigns Campaigns (Awareness > Interaction > Sharing > Activation). 7 11/19/10 Make It Sharable How to augment a traditional or digital idea with social components. 8 TBD Crowdsourcing What works when asking for help from the crowd. 9 12/03/10 Open Data Using the data provided/enabled by social media to create new ideas. 10 12/10/10 Social Business Helping clients re-architect their business and products based on new principles of transparency and trust. 21
  32. 32. Your First Assignment: Immersion 22
  33. 33. 23
  34. 34. We’re gonna be friends! • Create a Facebook, Twitter, and Foursquare account * • Email me your Facebook, Twitter, and Foursquare account information • I will email/post all accounts for the group • Follow/friend everyone in this class * You are welcome to use an existing account, or create a new one for this class. 24
  35. 35. Social media blogs • Sign up for Google Reader • Subscribe to blogs on the Recommended Reading list on the posterous • Try to read (or skim) all articles daily 25
  36. 36. Twitter conversations • Subscribe to the following Twitter lists: AdWeek 25 and Ben Malbon’s Awesomeness • Scan 50 most recent tweets daily • Talk to people 26
  37. 37. Start sharing Does the headline sound interesting? NO YES Read the article Next article Is the article interesting? NO YES Tweet a link to the article with a good description 27
  38. 38. Homework 28
  39. 39. Weekly homework assignment Assignment Description Due Date Regular Twitter Read selected blogs/Twitter accounts and tweet Thursday EOD updates relevant updates minimum of 4 days a week. I will be checking your Twitter. Weekly blog post Send a short blog post (1-2 paragraphs) to the Thursday EOD posterous, describing one or more of the following: •Something interesting you read about in the world of advertising, social media, and/or digital •An idea you have for an advertising campaign using social media •Something you noticed about how people interact in social media 29
  40. 40. Grading 30
  41. 41. Grading • Your social media presence - 20% • Homework - 60% • Classroom participation - 20% 31

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