Seminar Marktforschung: Social Media-  Strategien in der Medienindustrie            Einführung in Social Media   WPF 7425c...
„Social Media = Tools that helpconnect people.“
Grundlagen: Social MediaSocial Media is a group of internet-based applicationsthat build on the ideological and technologi...
Die 1-9-90 Regel          Heavy contributors            Intermittent Contributors                   Lurker
Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.
For marketing and brand managers, threeimportant conclusions can be made from thisresearch:• Social media must be an integ...
http://vanished-omen.tumblr.com/post/3543187596
Online Social *
Social Network SitesWe define social network sites as web-based servicesthat allow individuals to(1) construct a public or...
…construct a public or semi-public profile within a bounded                          system
…articulate a list of other users with whom they share a connection,
…view and traverse their list of connections and those made by                  others within the system.
The Facebook vs. Foren
http://netzpolitik.org/2011/das-neue-facebook-nix-wie-raus-hier/
A World of Connections
A World of Connections
Facebook• Facebook ist ein „Online Social Network“• Der Nutzer hat diverse Grundfunktionen:  – Wall/Timeline (Edgerank/ Op...
Open Graph„$User gefällt SpiegelOnline“„$User liest $Artikel auf SpiegelOnline“
Metriken für FB-Pages• Reach   – The number of unique People who have seen your Post• Engaged Users   – The number uf uniq...
Facebook: Zahlen• Aktive Nutzer in Deutschland: 21.234.180• Aktive Nutzer Weltweit: 760.280.000 (9.2011)
Facebook: Zahlen• Aktive Nutzer in Deutschland: 26.356.380• Aktive Nutzer Weltweit: 836.988.320 (3/12)  #    Country      ...
Facebook – Fan Engagement   http://www.wired.com/epicenter/2011/03/fangager/
Facebook & Privatsphäre
Was bisher geschah…
EXPLAIN ALL THE CASES!
KONY 2012• Start am 5. März 2012• Bis heute über 80 mio Aufrufe auf Youtube• Verbreitung durch „bestehende“ Netzwerke• Bre...
KONY 2012http://blog.socialflow.com/post/7120244932/data-viz-kony2012-see-how-invisible-networks-helped-a-campaign-capture...
KONY 2012  http://youtu.be/Y4MnpzG5Sqc
KONY 2012http://thedailywh.at/2012/03/18/follow-up-of-the-day-more-on-jason-russells-visible-meltdown/
„Hausaufgaben“•   André, P., Bernstein, M., & Luther, K. (2012). Who gives a tweet? Proceedings of the ACM    2012 confere...
Links:• http://www.wired.com/magazine/2011/09/ff_google_horowitz/all/1• http://mashable.com/2011/10/09/top-facebook-brands...
Kontakt@marcojakobfacebook.com/hdm.omm  B.Sc.  Marco Jakob  Fakultät Information und Kommunikation  Studiengang Online-Med...
Seminar Marktforschung: Social Media-Strategien in der Medienindustrie - Einführung in Social Media Sommersemester 2012
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Seminar Marktforschung: Social Media-Strategien in der Medienindustrie - Einführung in Social Media Sommersemester 2012

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Einführung in Social Media, Teil des Seminars Marktforschung: Social Media-Strategien in der Medienindustrie im Studiengang Online-Medien-Management an der Hochschule der Medien Stuttgart

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Seminar Marktforschung: Social Media-Strategien in der Medienindustrie - Einführung in Social Media Sommersemester 2012

  1. 1. Seminar Marktforschung: Social Media- Strategien in der Medienindustrie Einführung in Social Media WPF 7425c – Sommersemester 2012 Marco Jakob Online-Medien-Management
  2. 2. „Social Media = Tools that helpconnect people.“
  3. 3. Grundlagen: Social MediaSocial Media is a group of internet-based applicationsthat build on the ideological and technologicalfoundations of Web 2.0, and that allow the creationand exchange of User Generated Content (Kaplan & Haenlein 2010) Meinungen, Kritik?
  4. 4. Die 1-9-90 Regel Heavy contributors Intermittent Contributors Lurker
  5. 5. Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.
  6. 6. For marketing and brand managers, threeimportant conclusions can be made from thisresearch:• Social media must be an integrated and incremental component of any marketing campaign;• Heightened focus must be placed on interacting with social media Producers and turning them into fans; and• Greater effort must be put towards evolving audiences to become Producers.
  7. 7. http://vanished-omen.tumblr.com/post/3543187596
  8. 8. Online Social *
  9. 9. Social Network SitesWe define social network sites as web-based servicesthat allow individuals to(1) construct a public or semi-public profile within abounded system,(2) articulate a list of other users with whom they sharea connection, and(3) view and traverse their list of connections andthose made by others within the system. Boyd, D. M., & Ellison, N. B. (2008)
  10. 10. …construct a public or semi-public profile within a bounded system
  11. 11. …articulate a list of other users with whom they share a connection,
  12. 12. …view and traverse their list of connections and those made by others within the system.
  13. 13. The Facebook vs. Foren
  14. 14. http://netzpolitik.org/2011/das-neue-facebook-nix-wie-raus-hier/
  15. 15. A World of Connections
  16. 16. A World of Connections
  17. 17. Facebook• Facebook ist ein „Online Social Network“• Der Nutzer hat diverse Grundfunktionen: – Wall/Timeline (Edgerank/ OpenGraph) – Nachrichten, Instantmessaging – Photoalben – Apps• Facebook kann die Erde in Richtung Sonne ziehen
  18. 18. Open Graph„$User gefällt SpiegelOnline“„$User liest $Artikel auf SpiegelOnline“
  19. 19. Metriken für FB-Pages• Reach – The number of unique People who have seen your Post• Engaged Users – The number uf unique Peopke who have engaged with your Post• People talking about – The number of people who have created a story from your Page Post• Virality – The number of people who have created a story from your Page Post as a percentage of the number of unique people who‘ve seen it jakobm@hdm-stuttgart.de - 7425c Marktforschung Social Media
  20. 20. Facebook: Zahlen• Aktive Nutzer in Deutschland: 21.234.180• Aktive Nutzer Weltweit: 760.280.000 (9.2011)
  21. 21. Facebook: Zahlen• Aktive Nutzer in Deutschland: 26.356.380• Aktive Nutzer Weltweit: 836.988.320 (3/12) # Country Users Change (± %) Pen. 1 Unit ed St at es 155.886.800 +791 940 +0.51% 50.25% 2 India 45.018.540 +9 395 320 +26.37% 3.84% 3 Indonesia 43.521.320 +3 377 000 +8.41% 17.91% 4 Brazil 42.199.700 +16 119 560 +61.81% 20.98% 5 Mexico 33.599.040 +4 635 720 +16.01% 29.87% 6 Turkey 31.526.380 +981 380 +3.21% 40.52% 7 Unit ed Kingdom 30.484.380 +315 840 +1.05% 48.89% 8 Philippines 27.718.720 +1 230 120 +4.64% 27.75% 9 France 24.100.240 +1 293 820 +5.67% 37.21% 10 Germany 23.251.880 +2 300 420 +10.98% 28.26%
  22. 22. Facebook – Fan Engagement http://www.wired.com/epicenter/2011/03/fangager/
  23. 23. Facebook & Privatsphäre
  24. 24. Was bisher geschah…
  25. 25. EXPLAIN ALL THE CASES!
  26. 26. KONY 2012• Start am 5. März 2012• Bis heute über 80 mio Aufrufe auf Youtube• Verbreitung durch „bestehende“ Netzwerke• Breites Echo, nicht nur Social Media, auch in der Presse• Bald erste Kritik an der Organisation & ihren Zielen• Reaktion durch Invisible Children• 18. März: „Meltdown“
  27. 27. KONY 2012http://blog.socialflow.com/post/7120244932/data-viz-kony2012-see-how-invisible-networks-helped-a-campaign-capture-the-worlds-attention
  28. 28. KONY 2012 http://youtu.be/Y4MnpzG5Sqc
  29. 29. KONY 2012http://thedailywh.at/2012/03/18/follow-up-of-the-day-more-on-jason-russells-visible-meltdown/
  30. 30. „Hausaufgaben“• André, P., Bernstein, M., & Luther, K. (2012). Who gives a tweet? Proceedings of the ACM 2012 conference on Computer Supported Cooperative Work - CSCW ’12 (p. 471). New York, New York, USA: ACM Press.• Bakshy, E., Rosenn, I., Marlow, C., & Adamic, L. (2012). The Role of Social Networks in Information Diffusion. World Wide Web Internet And Web Information Systems, 10. Physics and Society, . Retrieved from http://arxiv.org/abs/1201.4145• Barash, V., Ducheneaut, N., Isaacs, E., & Bellotti, V. (2010). Faceplant: Impression (Mis) management in Facebook Status Updates. Fourth International AAAI Conference on Weblogs and Social Media (pp. 207-210).• Papagelis, M., Murdock, V., & van Zwol, R. (2011). Individual behavior and social influence in online social systems. Proceedings of the 22nd ACM conference on Hypertext and hypermedia - HT ’11 (p. 241). New York, New York, USA: ACM Press. Busemann, K., & Gscheidle, C. (2011). Web 2.0: Aktive Mitwirkung verbleibt auf niedrigem Niveau. Media Perspektiven, (7-8), 360-369.• Soziale Netzwerke - Eine repräsentative Untersuchung zur Nutzung sozialer Netzwerke im Internet. (2011, November 5). . Retrieved from http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke.pdf• Alles im Moodlekurs!
  31. 31. Links:• http://www.wired.com/magazine/2011/09/ff_google_horowitz/all/1• http://mashable.com/2011/10/09/top-facebook-brands-talking-about/• http://www.thomashutter.com/index.php/2011/10/facebook-neue- statistik-features-fur-facebook-seiten-wie-viele-fans-unterhalten-sich- uber-meine-seite/• http://allfacebook.de/tutorials/facebook-pages-offizieller-guide-zu-den- neuen-facebook-insights-download• http://www.simplyzesty.com/social-media/50-social-media-case-studies- worth-bookmarking/• http://www.famecount.com/• http://www.socialbakers.com/
  32. 32. Kontakt@marcojakobfacebook.com/hdm.omm B.Sc. Marco Jakob Fakultät Information und Kommunikation Studiengang Online-Medien-Management Wolframstraße 32 Tel.: 0711 25706-268 jakobm@hdm-stuttgart.de 70191 Stuttgart Fax: 0711 25706-306 www.hdm-stuttgart.de

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