Social Media For Research 24 02 10

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Lecture for Manchester Metropolitan University, Information & Communication Dept

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Social Media For Research 24 02 10

  1. 1. Social media tools for research<br />Manchester Metropolitan University25thFebruary 2010Susi O’Neill, digital consultant<br />
  2. 2. About me<br /><ul><li>Digital content producer, online marketer & website manager since 2000 in music & TV
  3. 3. Digital strategy consultant –growing businesses online through strategic planning and marketing
  4. 4. Specialise in media industries moving to online economy, multimedia content and e-marketing
  5. 5. Founded CreativeNottingham.com, new blog for creatives in Nottingham
  6. 6. Trained as a musician, toured Europe with many alternative bands
  7. 7. A leading UK theremin player, many TV appearances & recently 4th plinth, Trafalgar Square</li></li></ul><li>Today’s presentation<br />Social media: what it is<br />Social media tools for research<br />My MA Media Enterprise research<br />
  8. 8. “(the internet is) a work in progress that is constantly evolving.”Kim BayneThe Internet Marketing Plan, 1997<br />
  9. 9. What is social media?<br />
  10. 10. Defining social media<br />Using web tools to transform 1-to-1 to 1-to-many conversations<br />
  11. 11. Links with...Web 2.0 (software for sharing)<br />
  12. 12. ...or as Tim Berners-Lee calls it<br />“a piece of jargon”<br />
  13. 13. Isn’t the web inherently social?<br />Usenet Newsgroup, established 1981 (now Google Groups)<br />
  14. 14. Isn’t the web inherently social?<br />Google Wave, collaborative communication tool, launched Sept 2009<br />
  15. 15. Popular music is “Social Cement”Adorno, 1941<br />
  16. 16. Markets are conversations<br />“Markets are conversations. When you think of the Internet, don’t think of Mack trucks full of widgets destined for distributorships, whizzing by countless billboards. Think of a table for two.”The Cluetrain Manifesto, www.cluetrain.com<br />
  17. 17. The Whuffie Factor<br />The more you give away, the more you gain.<br />Give away control and ownership as well as stuff.This makes more sense to small social groups than larger organisations.Whuffie principles to be successful online:1. Stop talking and start listening2. Become part of the community you serve<br />3. Create amazing customer experiences4. Communities are made up of people, people are not predictable5. Find your higher purposes: what can you give to the community and still be profitable?Tara Hunt, The Whuffie Factor<br /> <br />
  18. 18.
  19. 19. 2007: The tipping point<br />
  20. 20. 2007: The tipping point<br />“When we change how we communicate, we change society.”<br />Clay Shirky, “Here Comes Everybody”<br />
  21. 21. Purposes of social media<br />
  22. 22. How does social media marketing work?<br />100 passionate users<br />1000 true fans<br />
  23. 23. Social media tools for research<br />
  24. 24. Horizon scanning<br /><ul><li> Surveys: Survey Monkey
  25. 25. Alerts: TweetBeep,Google Alerts
  26. 26. Search: Social Mention
  27. 27. RSS feeds: Google Reader</li></li></ul><li>Social bookmarking<br /><ul><li>Meta data
  28. 28. Like-minded users
  29. 29. Personal collection
  30. 30. Content for a blog</li></li></ul><li>Ear to the wire<br /><ul><li>PASSIVE LISTENING:Social Mention (free)Melt Water Buzz (professional)
  31. 31. ACTIVE LISTENING:Start a conversation – monitor engagement</li></ul>LinkedIn.com/Answers<br />
  32. 32. Feasibility test and pilots<br /><ul><li>Twitter feed – information dissemination
  33. 33. Facebook group – canvas views
  34. 34. Blog – test theories/ideas</li></li></ul><li>Academic research tools<br /><ul><li>Google Scholar
  35. 35. Mendeley(sharing research papers with meta data)
  36. 36. Enterprise Search </li></li></ul><li>Sentiment analysis<br />Social Mention<br />
  37. 37. Quantitative analysis<br />
  38. 38. Reverse questionswordtracker.com/keyword-questions<br />
  39. 39. The wisdom (and madness) of crowds<br />Crowd Sourcing:<br /><ul><li> Jeff Howe, WIRED magazine 2006
  40. 40. ‘Scopers’ (Edison Innovations) – we could do it better
  41. 41. A Swarm of Angels – film co-investmentOpen innovation:</li></ul>Henry Chesborough – bringing in ideas from outside the institute<br />
  42. 42. My Masters research<br /><ul><li> Qualitative research into independent music entrepreneurs and online marketing/distribution
  43. 43. 8 in-depth interviews with experts and practitioners
  44. 44. Online survey for practitioners (Survey Gizmo)</li></ul> 58 respondents<br />
  45. 45. My Masters research<br />Pros:<br /><ul><li>Online survey appropriate for assessing online activity
  46. 46. Quick and immediate – international reach
  47. 47. Each to assess and make quantitative comparisons and charts</li></ul>Cons:<br /><ul><li>Only reached active participants in online communities
  48. 48. Mainly taken up by ‘friends’ and ‘friends of friends’
  49. 49. Skewed towards amateur participants
  50. 50. Quantitative approach may not always be appropriate </li></li></ul><li>Suggested reading<br /><ul><li>Here Comes Everybody, Clay Shirky (2008) Allen Lane
  51. 51. The Cluetrain Manifesto, Locke, Levine, Searls, Weinberger (2001) Basic Books
  52. 52. Purple Cow: Change your business by being remarkable, Seth Godin (2005) Penguin
  53. 53. Convergence Culture: Where old and new media collide, Henry Jenkins (2008), New York University Press
  54. 54. The Whuffie Factor, Tara Hunt (2009) Crown Business
  55. 55. Wired Magazine
  56. 56. www.econsultancy.com – Reports, blogs jobs and training in digital consultancy
  57. 57. www.techcrunch.com – US new service in latest technology trends
  58. 58. www.nmk.co.uk – UK training and articles on digital sector and skills
  59. 59. http://www.slideshare.net/mzkagan/what-the-fk-social-media - presentation: WTF is social media?</li></li></ul><li>Thank you. Over to you.<br />Contact Me:susi@digitalconsultant.co.uk<br />Tel: 07981 222799Twitter: @susioneillSkype: susi.oneillweb: www.digitalconsultant.co.uk<br />

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