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Takashi Murakami character. Image via http://stylefrizz.com/img/takashi-murakami-creations.jpg




    The Future of Adver...
Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
                  Space150
   BREAK
3. “The new building...
Today:
1. Overview on Social Media
*Via wikipedia (itself a part of “social media”)
*Via wikipedia (itself a part of “social media”)
“Social media are primarily Internet- and
mobile-based tools for sharing ...
*Via wikipedia (itself a part of “social media”)
“Social media can take many different
forms, including Internet forums, w...
*Via wikipedia (itself a part of “social media”)
Communication
Blogs: Blogger, TypePad, WordPress, Vox
Internet forums: vB...
*Via wikipedia (itself a part of “social media”)
Collaboration
Wikis: Wikipedia, PBwiki, wetpaint
Social bookmarking: Deli...
*Via wikipedia (itself a part of “social media”)
Multimedia
Photo sharing: Flickr, Picassa, SmugMug
Video sharing: YouTube...
*Via wikipedia (itself a part of “social media”)
Entertainment
Virtual worlds: Second Life, The Sims Online
Online gaming:...
*Via wikipedia (itself a part of “social media”)
“Social media are distinct from industrial
media, such as newspapers, tel...
Guest speaker: Paul Isakson
Director of Strategy & Insights, Space150
         http://paulisakson.com
Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
                  Space150
   BREAK
3. “The new building...
Old (marketing) building blocks:
Marketing then
Old (marketing) building blocks:

0. CRM+Direct+Yellow Pages
1. Websites
2. Search (SEO+SEM)
3. Online advertising
Old (marketing) building blocks:

0. CRM+Direct+Yellow Pages+Email
    >Databases, Contact Systems
1. Websites
    >Conten...
Marketing now
New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
2. Strategy (pre-existing)
3. Participating
New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
     >Monitoring (Google Alerts,
     spy....
New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
     >Monitoring (Google Alerts,
     spy....
New (marketing) building blocks:
“Social Media”
Key differences...
3. Participating
    >Active, dynamic, constant, fresh
...
New (marketing) building blocks:
“Social Media”
Examples...
1. Frank Elliason @Comcastcares
2. @RichardatDell
3. Paula Ber...
Assignment #2
“Start a blog or microblog for your personal
brand.”
DUE: Monday, March 9
+ Define, then describe your brand...
Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
                  Space150
   BREAK
3. “The new building...
Guest speaker: Jim Cuene
Director–Interactive Marketing, General Mills
             http://cuene.com
Monday, March 9:
“Content Strategy”
1. Assignment #2 due in class
2. Guest speaker: Kristina Halvorson
                  B...
Thank you.


             Creative Commons Attribution & Non-Commercial License
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MCAD 2009 - Future of Advertising: session #06 recap (March 2)

Here's an edited recap of my in-class presentation for the sixth session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). For March 2, we advanced a series of Building Blocks sessions--and focused on social media as a "new" building block for marketers. Thanks to Paul Isakson from Space150 and Jim Cuene from General Mills for coming to MCAD to present their insights and expertise on the subject. Much appreciated! Please note the Creative Commons license. Thanks.

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MCAD 2009 - Future of Advertising: session #06 recap (March 2)

  1. 1. Takashi Murakami character. Image via http://stylefrizz.com/img/takashi-murakami-creations.jpg The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #06: MARCH 2 SOCIAL MEDIA—THE CONVERSATION ECONOMY (NEW BUILDING BLOCKS) Creative Commons Attribution & Non-Commercial License
  2. 2. Today: 1. Overview on Social Media 2. Guest speaker: Paul Isakson Space150 BREAK 3. “The new building blocks” 4. Assignment #2 BREAK 5. Guest speaker: Jim Cuene General Mills
  3. 3. Today: 1. Overview on Social Media
  4. 4. *Via wikipedia (itself a part of “social media”)
  5. 5. *Via wikipedia (itself a part of “social media”) “Social media are primarily Internet- and mobile-based tools for sharing and discussing information. The term most often refers to activities that integrate technology, telecommunications and social interaction, and [enable] the construction of words, pictures, videos and audio.”
  6. 6. *Via wikipedia (itself a part of “social media”) “Social media can take many different forms, including Internet forums, weblogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture- sharing, vlogs, wall-postings, email, instant messaging, music-sharing and crowdsourcing. [A hallmark of social media is their ability to be integrated with each other.]”
  7. 7. *Via wikipedia (itself a part of “social media”) Communication Blogs: Blogger, TypePad, WordPress, Vox Internet forums: vBulletin, phpBB Micro-blogging: Twitter, Plurk, Jaiku Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Hi5 Social network aggregation: FriendFeed, Youmeo Events: Upcoming, Eventful, Meetup.com
  8. 8. *Via wikipedia (itself a part of “social media”) Collaboration Wikis: Wikipedia, PBwiki, wetpaint Social bookmarking: Delicious, StumbleUpon, Google Reader Social news: Digg, Mixx, Reddit Opinion sites: epinions, Yelp
  9. 9. *Via wikipedia (itself a part of “social media”) Multimedia Photo sharing: Flickr, Picassa, SmugMug Video sharing: YouTube, Vimeo, Viddler Art sharing: deviantART, Behance Livecasting: Ustream.tv, Justin.tv, Skype Audio and Music Sharing: Last.fm, Blip.fm, LibSyn
  10. 10. *Via wikipedia (itself a part of “social media”) Entertainment Virtual worlds: Second Life, The Sims Online Online gaming: World of Warcraft, EverQuest, Age of Conan Game sharing: Miniclip
  11. 11. *Via wikipedia (itself a part of “social media”) “Social media are distinct from industrial media, such as newspapers, television, and film. While social media are relatively cheap tools that enable anyone to publish or access information, industrial media generally require significant financial capital to publish information.” How else are social media distinct from industrial media? How might the growth of social media disrupt or mutate marketing & advertising?
  12. 12. Guest speaker: Paul Isakson Director of Strategy & Insights, Space150 http://paulisakson.com
  13. 13. Today: 1. Overview on Social Media 2. Guest speaker: Paul Isakson Space150 BREAK 3. “The new building blocks” 4. Assignment #2
  14. 14. Old (marketing) building blocks:
  15. 15. Marketing then
  16. 16. Old (marketing) building blocks: 0. CRM+Direct+Yellow Pages 1. Websites 2. Search (SEO+SEM) 3. Online advertising
  17. 17. Old (marketing) building blocks: 0. CRM+Direct+Yellow Pages+Email >Databases, Contact Systems 1. Websites >Content+Analytics+Contact Tools 2. Search (primarily SEM) 3. Online advertising Generally speaking, these older systems featured only one-way communication.
  18. 18. Marketing now
  19. 19. New (marketing) building blocks: “Social Media” Key differences... 1. Listening 2. Strategy (pre-existing) 3. Participating
  20. 20. New (marketing) building blocks: “Social Media” Key differences... 1. Listening >Monitoring (Google Alerts, spy.appspot.com, monitter.com, etc.)
  21. 21. New (marketing) building blocks: “Social Media” Key differences... 1. Listening >Monitoring (Google Alerts, spy.appspot.com, monitter.com, etc.) 2. Strategy (pre-existing) >Analysis (appropriateness, volume, audience, internal bandwidth, etc.) >Messaging strategy (What’s your “Commander’s Intent?”, Who says it?)
  22. 22. New (marketing) building blocks: “Social Media” Key differences... 3. Participating >Active, dynamic, constant, fresh >Nimble, improvised >Personal, human
  23. 23. New (marketing) building blocks: “Social Media” Examples... 1. Frank Elliason @Comcastcares 2. @RichardatDell 3. Paula Berg, Southwest Airlines
  24. 24. Assignment #2 “Start a blog or microblog for your personal brand.” DUE: Monday, March 9 + Define, then describe your brand. What makes you distinct? (One, brief paragraph.) + Analyze your “competition,” i.e. other voices similar to yours. (List at least three URLs.) + Choose a platform you can maintain. + Write at least one post (if blog), at least 10 (if microblog) before next Monday. + If you already have a blog, write at least two posts for next Monday.
  25. 25. Today: 1. Overview on Social Media 2. Guest speaker: Paul Isakson Space150 BREAK 3. “The new building blocks” 4. Assignment #2 BREAK 5. Guest speaker: Jim Cuene General Mills
  26. 26. Guest speaker: Jim Cuene Director–Interactive Marketing, General Mills http://cuene.com
  27. 27. Monday, March 9: “Content Strategy” 1. Assignment #2 due in class 2. Guest speaker: Kristina Halvorson Brain Traffic CATFOA (6:00pm) usefullunacy.typepad.com tim_brunelle@mcad.edu
  28. 28. Thank you. Creative Commons Attribution & Non-Commercial License
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    Mar. 16, 2009

Here's an edited recap of my in-class presentation for the sixth session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). For March 2, we advanced a series of Building Blocks sessions--and focused on social media as a "new" building block for marketers. Thanks to Paul Isakson from Space150 and Jim Cuene from General Mills for coming to MCAD to present their insights and expertise on the subject. Much appreciated! Please note the Creative Commons license. Thanks.

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