Social Media


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Presentation for one day Social Media Module for Terbell Event Management Post-Graduate Diploma

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  • Which ones do you use?How long do you spend each day on social media?
  • Is Google still King?
  • Quality - In industrial(traditional) publishing—mediated by a publisher—the typical range of quality is substantially narrower than in niche, unmediated markets. The main challenge posed by content in social media sites is the fact that the distribution of quality has high variance: from very high-quality items to low-quality, sometimes abusive content. [7]Reach – both industrial and social media technologies provide scale and are capable of reaching a global audience. Industrial media, however, typically use a centralized framework for organization, production, and dissemination, whereas social media are by their very nature more decentralized, less hierarchical, and distinguished by multiple points of production and utility[8].Frequency - the number of time an advertisement is display on social media platforms.Accessibility – the means of production for industrial media are typically government and/or corporate (privately-owned); social media tools are generally available to the public at little or no cost[8].Usability – industrial media production typically requires specialized skills and training. Conversely, most social media production requires only modest reinterpretation of existing skills; in theory, anyone with access can operate the means of social media production[8].Immediacy – the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses)[8].Permanence – industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing[8].
  • User baseDemographicsAmplification PotentialUsage PatternsSecurity /Privacy Settings (Tagging)Friends ListsGroups (Easy to grow, limited statistics)Pages (Professional, correct voice – opt in marketing)Voice
  • User baseDemographicsAmplification PotentialUsage PatternsUpdate SearchUpdating ProfileRolodexSkills (new)Groups (messaging, creating v moderating v participating)AnswersConnectingJob Hunt
  • User baseDemographicsAmplification PotentialUsage Patterns@ # etc.Tweetchats & tweetupsAdvanced twitter search
  • Content
  • Pro v Personal profileSecurity /Privacy Settings (Tagging)Friends ListsEventsGroups (Easy to grow, limited statistics)Pages (Professional, correct voice – opt in marketing)Voice
  • Updating ProfileRolodexSkills (new)No more EventsGroups (messaging, creating v moderating v participating)AnswersConnectingJob Hunt
  • Following (not mutual)Who to follow@ # RT etc.ProtocolListsTweetchats & tweetupsAdvanced twitter searchSocial TV
  • Selecting ChannelsFilters/ListeningSchedulingLink ShorteningStatistics
  • What do you want to achieve via Social Media?What do you want the audience to do?What information do you want to find? (research instead of survey?)What and how do you want to communicate
  • Ubiquitous ConnectivityBroadband adoptionMobile Internet accessMobile devicesNetwork ComputingSoftware-as-a-service business modelsWeb services interoperabilityDistributed computing (P2P, grid computing, hosted “cloud computing” server farms such as Amazon S3)Open TechnologiesOpen APIs and protocolsOpen data formatsOpen-source software platformsOpen data (Creative Commons, Open Data License, etc.)Open IdentityOpen identity (OpenID)Open reputationPortable identity and personal data (for example, the ability to port your user account and search history from one service to another)The Intelligent WebSemantic Web technologies (RDF, OWL, SWRL, SPARQL, Semantic application platforms, and statement-based datastores such as triplestores, tuplestores and associative databases)Distributed databases—or what I call “The World Wide Database” (wide-area distributed database interoperability enabled by Semantic Web technologies)Intelligent applications (natural language processing, machine learning, machine reasoning, autonomous agents)© 2006 Nova Spivack.
  • Social Media

    1. 1. Social Media Miguel Neves Knowledge and Social Media Manger, IMEX Group VP Finance, MPI UK & Ireland
    2. 2. Web 1.0
    3. 3. Web 2.0
    4. 4.  “Social media employ mobile and web- based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities and individuals”H. Kietzmann, Jan; Kristopher Hermkens (2011). "Social media? Get serious! Understanding the functional building blocks of social media". Business Horizons 54: 241–251Social Media as a concept
    5. 5. The Channels
    6. 6. The Main Channels
    7. 7. Social Addiction
    8. 8. People Trust People
    9. 9. People Trust Friends Even More
    10. 10. Why do people use Social Media?
    11. 11.  Fun Feel Part of the Community (Human Nature) Vanity Voyeurism Escapism / Distraction Distraction InformationWhy do people use Social Media?
    12. 12.  Quality Reach Frequency Accessibility Usability Immediacy PermanenceSocial vs. Industrial Media
    13. 13. Private PublicSocial Living
    14. 14. Private PublicSocial Organisation
    15. 15.  Social Communication Social Marketing/Sales Social Listening / ResearchThree-Way Focus
    16. 16. facebook
    17. 17. Linkedin
    18. 18. twitter
    19. 19. Supporting Channels
    20. 20. Private Social Media
    21. 21.  Designed to propagate your message if… ◦ Sufficient connections/fans/followers/friends ◦ Create or curate relevant content ◦ Understand and make full use of technology available ◦ Keep content relevant and up to date ◦ Relinquish at least some control of your content/campaign ◦ Buy-in from target ◦ Internal buy-in/ownership ◦ Engage target and promote cross user engagementNo Brainer...
    22. 22. Marketing FeedbackNon-Social Media Flow
    23. 23. Marketing FeedbackSocial Media Flow
    24. 24. + x Social Media Cost = (People + Technology) x TimeSocial Media is not free!Miguel Neves SYNAXIS Meetings & Events
    25. 25. facebook
    26. 26. Linkedin
    27. 27. twitter
    28. 28. Advanced Social Media Tools
    29. 29. Social Media Strategy
    31. 31. RESEARCH
    32. 32. RESEARCH
    33. 33. Email YouTube Campaigns Twitter PR Website Facebook PageLinkedin Group PLAN
    34. 34. PLAN
    35. 35. SCHEDULE
    36. 36. CONTENT
    37. 37. SOCIAL
    38. 38. MONITOR
    39. 39. EVALUATE
    40. 40. EVALUATE
    41. 41. EVALUATE
    42. 42. ADAPT
    43. 43. ADAPT
    44. 44.  Track against objectives Add value (sales, leads) Clients to advocates – Community & Event Brand Image Resources savedEvaluating Social Media
    45. 45. Social Media Report
    46. 46.  Private Banking Conference (200) Large Scale Music Festival (50,000) Scientific Congress (2,000) Corporate Incentive Travel (50) Charity Fundraiser (500) Association General Assembly (1000)Custom Social Media Strategy
    47. 47.  Set Objectives Choice of Channels Pre – During – Post Event IT Integration Measurements against objectives Use Social Media Menu for reference Social Media Strategy
    48. 48. Web 3.0
    49. 49.