Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

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Einführung in Facebook für das Seminar "Marktforschung: Social Media-Strategien in der Medienindustrie"

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Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

  1. 1. Seminar Marktforschung: SocialMedia-Strategien in der Medienindustrie<br />WPF 7425c – Wintersemester 11/12<br />Prof. Dr. Sarah Spitzer, Marco Jakob, Online-Medien-Management<br />
  2. 2. „Social Media = Tools that help connect people.“<br />
  3. 3. Grundlagen: Social Media<br />Social Media is a groupof internet-basedapplicationsthatbuild on theideologicalandtechnologicalfoundationsof Web 2.0, andthatallowthecreationandexchangeof User Generated Content<br />(Kaplan & Haenlein 2010)<br />Meinungen, Kritik?<br />
  4. 4. Die 1-9-90 Regel<br />Heavycontributors<br />IntermittentContributors<br />Lurker<br />
  5. 5. Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.<br />
  6. 6. For marketing and brand managers, three important conclusions can be made from this research: <br />Social media must be an integrated and incremental component of any marketing campaign; <br />Heightened focus must be placed on interacting with social media Producers and turning them into fans; and <br />Greater effort must be put towards evolving audiences to become Producers. <br />
  7. 7. http://vanished-omen.tumblr.com/post/3543187596<br />
  8. 8. Online Social *<br />
  9. 9.
  10. 10. Social Network Sites<br />
  11. 11. …construct a public or semi-public profile within a bounded system<br />
  12. 12. …articulate a list of other users with whom they share a connection,<br />
  13. 13. …view and traverse their list of connections and those made by others within the system. <br />
  14. 14. The Facebook vs. Foren<br />
  15. 15. http://netzpolitik.org/2011/das-neue-facebook-nix-wie-raus-hier/<br />
  16. 16. A World of Connections<br />
  17. 17. A World of Connections<br />
  18. 18. Facebook<br />Facebook ist ein „Online Social Network“<br />Der Nutzer hat diverse Grundfunktionen:<br />Wall/Timeline (Edgerank/ OpenGraph)<br />Nachrichten, Instantmessaging<br />Photoalben<br />Apps<br />Facebook kann die Erde in Richtung Sonne ziehen<br />
  19. 19. Open Graph<br />„$User gefällt SpiegelOnline“<br />„$User liest $Artikel auf SpiegelOnline“<br />
  20. 20. Metriken für FB-Pages<br />Reach<br />The numberofunique People whohaveseenyour Post<br />Engaged Users<br />The numberufuniquePeopkewhohaveengagedwithyour Post<br />People talkingabout<br />The numberofpeoplewhohavecreated a storyfromyour Page Post<br />Virality<br />The numberofpeoplewhohavecreated a storyfromyour Page Post as a percentageofthenumberofuniquepeoplewho‘veseenit<br />jakobm@hdm-stuttgart.de - 7425c Marktforschung Social Media <br />
  21. 21. Facebook: Zahlen<br />Aktive Nutzer in Deutschland: 21.234.180<br />Aktive Nutzer Weltweit: 760.280.000 (9.2011)<br />
  22. 22. Facebook – Fan Engagement<br />http://www.wired.com/epicenter/2011/03/fangager/<br />
  23. 23. Facebook & Privatsphäre<br />
  24. 24. Was bisher geschah…<br />
  25. 25. Was bisher geschah…<br />
  26. 26. „Hausaufgaben“<br />Busemann, K., & Gscheidle, C. (2011). Web 2.0: Aktive Mitwirkung verbleibt auf niedrigem Niveau. Media Perspektiven, (7-8), 360-369.<br />Soziale Netzwerke - Eine repräsentative Untersuchung zur Nutzung sozialer Netzwerke im Internet. (2011, November 5). . Retrievedfrom http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke.pdf<br />Goel, S., Broder, A., Gabrilovich, E., & Pang, B. (2010). Anatomy of the long tail. Proceedings of the third ACM international conference on Web search and data mining - WSDM  ’10 (p. 201). New York, New York, USA: ACM Press. doi:10.1145/1718487.1718513<br />Alles in Moodle!<br />
  27. 27. Links:<br />http://www.wired.com/magazine/2011/09/ff_google_horowitz/all/1<br />http://mashable.com/2011/10/09/top-facebook-brands-talking-about/<br />http://www.thomashutter.com/index.php/2011/10/facebook-neue-statistik-features-fur-facebook-seiten-wie-viele-fans-unterhalten-sich-uber-meine-seite/<br />http://allfacebook.de/tutorials/facebook-pages-offizieller-guide-zu-den-neuen-facebook-insights-download<br />http://www.simplyzesty.com/social-media/50-social-media-case-studies-worth-bookmarking/<br />http://www.famecount.com/<br />http://www.socialbakers.com/<br />
  28. 28. Kontakt<br />@marcojakob<br />facebook.com/hdm.omm<br />

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