This document provides an overview of an introductory social media course. It includes an agenda that covers topics like social media channels, listening strategies, community management, and social business. The first assignment asks students to create social media profiles and follow classmates and industry blogs. Homework includes regular Twitter engagement and a weekly blog post. Grading will consider students' social media presence, homework assignments, and classroom participation.

1. Social Media
Miami Ad School DUMBO
Fall 2010
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2. HAI !!! 2

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
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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
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5. Roll Call
• What is your name?
• What are you studying?
• Where are you from?
• What social networks do you currently participate in?
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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)
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7. What is social media? 7

8. Social media in plain English
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9. Social media in plain English
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10. Our definition
Social media refers to
communication mediums that rely
on peer-to-peer networks vs. mass
communication networks.
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11. 10

12. Marketing is now social
With the rise of digital technology,
communication between brands and
consumers has become bidirectional.
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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.
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14. People talk, share, and aggregate
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15. People create, remix, and watch
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16. And people do all that for, with, and
against brands
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17. Brands can’t control
the conversation -
but they can choose
whether or not to
participate.

18. You might call it a revolution
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19. You might call it a revolution
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20. Implications for marketing
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21. Implications for marketing
• Less attention being paid to mass media
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22. Implications for marketing
• Less attention being paid to mass media
• WOM increases importance
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23. Implications for marketing
• Less attention being paid to mass media
• WOM increases importance
• The viral lift
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24. Implications for marketing
• Less attention being paid to mass media
• WOM increases importance
• The viral lift
• Context is king
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25. Big trends in social
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26. Big trends in social
• Increased corporate transparency (social business)
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27. Big trends in social
• Increased corporate transparency (social business)
• From avatars to real identities
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28. Big trends in social
• Increased corporate transparency (social business)
• From avatars to real identities
• Transforming customer service
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29. Big trends in social
• Increased corporate transparency (social business)
• From avatars to real identities
• Transforming customer service
• Relevance through friendship
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30. What do you want
to learn?
And what projects should we do?

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.
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32. Your First Assignment:
Immersion
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33. 23

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.
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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
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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
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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. Homework
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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
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40. Grading
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41. Grading
• Your social media presence - 20%
• Homework - 60%
• Classroom participation - 20%
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