This document provides an overview of the structure and topics to be covered in a social media class. It includes sections on class structure, required and suggested reading, grading, accessing class content, topics to be discussed such as innovations in social media and applying social media to marketing. It also includes quotes about social media and participation in the class. The instructor's objectives are listed as theory, application, tools, and ongoing topics. Students are asked what their objectives are for the class.

1. INSIGHTS AND
OPPORTUNITIES IN
SOCIAL MEDIA
january 10, 2011

2. INTRODUCTIONS

3. CLASS RULES
DISCUSS -- DEBATE -- PARTICIPATE

4. lecture PARTICIPATION

5. CLASS STRUCTURE
• discuss previous class
• discuss reading
• break
• discuss additional material
• review upcoming reading and assignments

6. REQUIRED READING

7. SUGGESTED READING

8. GRADING
• assignment 1: Hands On - 10%
• assignment 2: Case Study - 40%
• assignment 3: Final Pres - 50%

9. ACCESSING CLASS
CONTENT
• Mobile: 773.910.7685
• Email: parkerman43@gmail.com
• Twitter: ParkSocClass
• Slideshare: slideshare.net/Parkerman
• Blog: parksocclass.blogspot.com

10. "Social media is like teen sex.
Everyone wants to do it. No one
actually knows how. When finally
done, there is surprise it's not
better.” Avinash Kaushik, Google analytics guru (through Twitter, March 2, 2009)

11. MY OBJECTIVES
THEORY -- APPLICATION -- TOOLS -- ONGOING

12. what WHY

13. TOPICS
• innovations and trends in social media
• applying social media to overall marketing
• strategic approaches to social media
• research in the social graph

14. YOUR OBJECTIVES
?

16. What do you think
of social media?

17. “Social media are media for social interaction,
using highly accessible and scalable publishing
techniques. Social media uses web-based
technologies to turn communication into
interactive dialogues... social media is a blending
of technology and social interaction for the co-
creation of value.”

18. “social interaction”

19. “highly accessible”

20. “scalable”

21. “interactive dialogue”

22. “co-creation”

23. “value”

25. “The
internet's
completely
over”

27. "The internet's completely over. I don't
see why I should give my new music to
iTunes or anyone else. They won't pay me
an advance for it and then they get angry
when they can't get it.
"The internet's like MTV. At one time MTV
was hip and suddenly it became
outdated. Anyway, all these computers
and digital gadgets are no good.
"They just fill your head with numbers
and that can't be good for you."

29. Participation
=
Means
+
Motivations
+
Opportunity

32. 46!

34. Dell’s actions resulted in $6 million in sales via the
custom URL that tracked usage of the discount
coupon.!

37. • Goals / objectives of the brand
• Marketing strategy
• Consumer behavior & insights
• Messaging
• Media landscape / Digital ecosystem

38. Social media
doesn’t replace
traditional media
• It’s more a megaphone for
conversations
• It’s a new conduit for consumer
understanding
• It’s a new system of accountability –
checks and balances

45. AMATEUR! AMATEUR!
AMATEUR!
AMATEUR!

47. READING AND
ASSIGMENT
• Read Cognitive Surplus chapters 1 & 2
• Begin Assignment 1