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

1. Seminar Marktforschung: Social Media-
Strategien in der Medienindustrie
Einführung in Social Media
WPF 7425c – Sommersemester 2012
Marco Jakob
Online-Medien-Management

2. „Social Media = Tools that help
connect people.“

3. Grundlagen: Social Media
Social Media is a group of internet-based applications
that build on the ideological and technological
foundations of Web 2.0, and that allow the creation
and exchange of User Generated Content
(Kaplan & Haenlein 2010)
Meinungen, Kritik?

4. Die 1-9-90 Regel
Heavy contributors
Intermittent Contributors
Lurker

5. Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.

6. For marketing and brand managers, three
important conclusions can be made from this
research:
• 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. http://vanished-omen.tumblr.com/post/3543187596

8. Online Social *

10. Social Network Sites
We define social network sites as web-based services
that allow individuals to
(1) construct a public or semi-public profile within a
bounded system,
(2) articulate a list of other users with whom they share
a connection, and
(3) view and traverse their list of connections and
those made by others within the system.
Boyd, D. M., & Ellison, N. B. (2008)

11. …construct a public or semi-public profile within a bounded
system

12. …articulate a list of other users with whom they share a connection,

13. …view and traverse their list of connections and those made by
others within the system.

14. The Facebook vs. Foren

15. http://netzpolitik.org/2011/das-neue-facebook-nix-wie-raus-hier/

16. A World of Connections

17. A World of Connections

18. 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

19. Open Graph
„$User gefällt SpiegelOnline“
„$User liest $Artikel auf SpiegelOnline“

20. 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

21. Facebook: Zahlen
• Aktive Nutzer in Deutschland: 21.234.180
• Aktive Nutzer Weltweit: 760.280.000 (9.2011)

22. 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%

23. Facebook – Fan Engagement
http://www.wired.com/epicenter/2011/03/fangager/

24. Facebook & Privatsphäre

25. Was bisher geschah…

26. EXPLAIN ALL THE CASES!

27. 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“

28. KONY 2012
http://blog.socialflow.com/post/7120244932/data-viz-kony2012-see-how-invisible-networks-
helped-a-campaign-capture-the-worlds-attention

29. KONY 2012
http://youtu.be/Y4MnpzG5Sqc

30. KONY 2012
http://thedailywh.at/2012/03/18/follow-up-of-the-day-more-on-jason-russells-visible-meltdown/

31. „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!

32. 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/

33. Kontakt
@marcojakob
facebook.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