Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Week 3 social media (rk)

•Download as PPTX, PDF•
•
R
rskslides

Social media uses web-based technologies to facilitate interactive dialogue and the co-creation of value through social interaction. It allows for inexpensive and accessible publication of information by private individuals. In contrast to traditional media, social media is decentralized, less hierarchical, and allows for instantaneous publication and response. Different social media platforms emphasize different combinations of functional building blocks like identity, conversations, sharing, relationships and groups. For example, LinkedIn focuses on identity, reputation and relationships while YouTube's primary functions are sharing, conversations, groups and reputation. Facebook has become hugely influential due to its massive user base of over 900 million people. It dominates other social networks and accounts for a significant amount of time spent online by users.

1 of 48
Week 3 social media (rk)
How do youdefine social media?
What is “social media?” Social media uses web-based technologies to turn communication into interactive dialogues. A common thread running through all definitions of social media is a blending of technology and social interaction for the co- creation of value.
Traditional vs. Social Media •generallyrequiresignificantreso •comparativelyinexpensive and urces to publish information accessible to enableanyone (evenprivateindividuals) to publish or accessinformation •requiresspecializedskills and training •anyonewithaccesscanoperate the means of social media production •centralizedframework for organization, production, and •more distribution decentralized, lesshierarchical, multiple points of production
Traditional vs. Social Media •the time between production •canbe capable of and distributioncanbe long virtuallyinstantaneous (thisisevolving) publication and response •once created, cannotbealtered •canbealteredalmostinstantane ously by comments or editing
Week 3 social media (rk)
Distinguishing Social Platforms So what’s the differencebetween all thesedifferentplatformsthatwe group togetherunder the umbrellaterm « Social media »?
6 Types of social media functions 1. collaborative projects (for example, Wikipedia) 2. blogs and microblogs (for example, Twitter) 3. content communities (for example, YouTube) 4. social networking sites (for example, Facebook) 5. virtualgameworlds (e.g.,World of Warcraft) 6. virtualsocial worlds (e.g. Second Life) Source: Kaplan and Haenlein, Business Horizons (2010)
Manydifferentkinds of technology Rememberthattechnologyisalwayshalf the equation, it’swhatallows social interaction. Theseinclude, amongmanyothers:  blogs and vlogs  picture-sharing  wall-postings  email and instant-messaging  music-sharing  podcasting
Social media functions Theymaysharesome of the sametechnology, but theyeachfavordifferentkinds of social interactions. They have differentfunctions.
Social media functions How do weanalyzewhat the functionis of a social platform in particular?
Social media functions All social media sharecommonfunctional building blocks But theyeach focus on different blocks
7 Building Blocks of Social Platforms 1) identity 2) conversations 3) sharing 4) presence 5) relationships 6) reputation 7) groups
1: The Honeycomb
2: The Honeycomb
Analyzing social media But differentplatforms use differentcombinations of those building blocks, emphasizingdifferentfunctionalities. EX: LinkedInuserscare mostly about identity, reputation and relationships EX: YouTube’sprimary building blocks are sharing, conversations, groups and reputation
3: Specifichoneycombs
Why social media is transformative 66% of online adults use social networkingsites (U.S.) Source: PewResearch Center, August 2012
Why social media is transformative To giveyou a sense of the growing impact of social media: BetweenFebruary 2005 and August 2006, the use of social networking sites amongyoungadult internet usersages 18-29 jumpedfrom 9% to 49%. That’s a lot, right? Source: PewResearch Center, August 2012
Why social media is transformative
WhyFacebookis transformative • 12% of online adultssaythey use Pinterest • 12% of online adultssaythey use Instagram • 5% of online adultssaythey use Tumblr • 66% of online adults use Facebook • 20% use LinkedIn • 16% use Twitter Source: PewResearch Center, August 2012
How FB dominates all others
Why FB is transformative • There are 955 million active users on Facebook. • Facebook has 232 million users in Europe, 222 million in NorthAmerica, and 219 million usersAsia. • Facebook claims that, every day, usersspend 10.5 billion minutes (almost 20,000 years) online on the social network • More concretely: dailyusers in…France spend 21m53s on FB…in the United States spend 20m46s on FB
Why FB is transformative If Facebookwere a country itwouldbe the world'sthirdlargest in terms of population, largereventhan the US.
Why FB is transformative Mobile is getting bigger every month for Facebook. More than half of those 900 million users acess FB via mobiles, with more than543 million monthly active users on mobile devices.
Why FB is transformative Every minute, 684,478 pieces of content are shared on Facebook.
Why FB is transformative
What does PRIVACY mean in the Facebook era?
Mark Zuckerberg “When I got started in my dorm room at Harvard, the question a lot of people asked was ‘why would I want to put any information on the Internet at all? Why would I want to have a website?’ “And then in the last 5 or 6 years, blogging has taken off in a huge way and all these different services that have people sharing all this information. People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.
Your privacy is already compromised… • Cell phones track you • Credit cards track you • Cookies track you • Search engines track you • Governments track you • Credit agencies track you • Employers track you
Whatdoes QUALITY mean in the facebookera?
Managing the conversation: • Traditional media could control the message (the topic, the angle, the accuracy, even to someextent, the response) • In social media: youcannotcompletely control your message, youcansimplybegin to participate in the "conversation" expectingthatyoucanachieve a significant influence in that conversation
Social Media: Heart of Convergence
Social Media & Politics
Social Media & information
Social media and news (in the US)
Social media and news
So what does this mean for you? How will you use social media professionally? Chances are… you probably don’t know what to do with it
Adaptyour communication It’s a CONVERSATION: consumers no longer want to be talked at. Instead, they want brands to listen, engage, and respond.
Adaptyour communication You need to answer 3 questions: 1) Whatis the core of your content? What are yourgoals? 2) Whatis the most relevant content for each social platform?whatdo the usersherewant? 3) How canyoucommunicateyourcore content in a waythatuserswant to consume it?
Practicum: YourPersonal Brand Are youalreadyengagingwith social media? Whatdoesyour social media footprintsay about you? How do yourenhanceyour profile?
Practicum: YourPersonal Brand • Are you on LinkedIn? • Are you on YouTube? • Are you on FaceBook and Twitter? Do thesedifferent building blocks make a coherentwhole?
Practicum: YourPersonal Brand Whatmakes good Facebook and Twitter content? Whatis narrative arc? Are youmakingyour blog social?
Communicating SOCIALLY • Advertising&Monetization: SocialVibe • Event planning: Eventful, The Hotlist,Upcoming, Yelp, Inc. • Advocacy: Causes, Jumo • Fundraising:, Kickstarter, IndieGoGo
Social Advertising
Social Event Planning
Social Activism
Social fundraising

More Related Content

Week 3 social media (rk)

  • 2. How do youdefine social media?
  • 3. What is “social media?” Social media uses web-based technologies to turn communication into interactive dialogues. A common thread running through all definitions of social media is a blending of technology and social interaction for the co- creation of value.
  • 4. Traditional vs. Social Media •generallyrequiresignificantreso •comparativelyinexpensive and urces to publish information accessible to enableanyone (evenprivateindividuals) to publish or accessinformation •requiresspecializedskills and training •anyonewithaccesscanoperate the means of social media production •centralizedframework for organization, production, and •more distribution decentralized, lesshierarchical, multiple points of production
  • 5. Traditional vs. Social Media •the time between production •canbe capable of and distributioncanbe long virtuallyinstantaneous (thisisevolving) publication and response •once created, cannotbealtered •canbealteredalmostinstantane ously by comments or editing
  • 7. Distinguishing Social Platforms So what’s the differencebetween all thesedifferentplatformsthatwe group togetherunder the umbrellaterm « Social media »?
  • 8. 6 Types of social media functions 1. collaborative projects (for example, Wikipedia) 2. blogs and microblogs (for example, Twitter) 3. content communities (for example, YouTube) 4. social networking sites (for example, Facebook) 5. virtualgameworlds (e.g.,World of Warcraft) 6. virtualsocial worlds (e.g. Second Life) Source: Kaplan and Haenlein, Business Horizons (2010)
  • 9. Manydifferentkinds of technology Rememberthattechnologyisalwayshalf the equation, it’swhatallows social interaction. Theseinclude, amongmanyothers:  blogs and vlogs  picture-sharing  wall-postings  email and instant-messaging  music-sharing  podcasting
  • 10. Social media functions Theymaysharesome of the sametechnology, but theyeachfavordifferentkinds of social interactions. They have differentfunctions.
  • 11. Social media functions How do weanalyzewhat the functionis of a social platform in particular?
  • 12. Social media functions All social media sharecommonfunctional building blocks But theyeach focus on different blocks
  • 13. 7 Building Blocks of Social Platforms 1) identity 2) conversations 3) sharing 4) presence 5) relationships 6) reputation 7) groups
  • 16. Analyzing social media But differentplatforms use differentcombinations of those building blocks, emphasizingdifferentfunctionalities. EX: LinkedInuserscare mostly about identity, reputation and relationships EX: YouTube’sprimary building blocks are sharing, conversations, groups and reputation
  • 18. Why social media is transformative 66% of online adults use social networkingsites (U.S.) Source: PewResearch Center, August 2012
  • 19. Why social media is transformative To giveyou a sense of the growing impact of social media: BetweenFebruary 2005 and August 2006, the use of social networking sites amongyoungadult internet usersages 18-29 jumpedfrom 9% to 49%. That’s a lot, right? Source: PewResearch Center, August 2012
  • 20. Why social media is transformative
  • 21. WhyFacebookis transformative • 12% of online adultssaythey use Pinterest • 12% of online adultssaythey use Instagram • 5% of online adultssaythey use Tumblr • 66% of online adults use Facebook • 20% use LinkedIn • 16% use Twitter Source: PewResearch Center, August 2012
  • 22. How FB dominates all others
  • 23. Why FB is transformative • There are 955 million active users on Facebook. • Facebook has 232 million users in Europe, 222 million in NorthAmerica, and 219 million usersAsia. • Facebook claims that, every day, usersspend 10.5 billion minutes (almost 20,000 years) online on the social network • More concretely: dailyusers in…France spend 21m53s on FB…in the United States spend 20m46s on FB
  • 24. Why FB is transformative If Facebookwere a country itwouldbe the world'sthirdlargest in terms of population, largereventhan the US.
  • 25. Why FB is transformative Mobile is getting bigger every month for Facebook. More than half of those 900 million users acess FB via mobiles, with more than543 million monthly active users on mobile devices.
  • 26. Why FB is transformative Every minute, 684,478 pieces of content are shared on Facebook.
  • 27. Why FB is transformative
  • 28. What does PRIVACY mean in the Facebook era?
  • 29. Mark Zuckerberg “When I got started in my dorm room at Harvard, the question a lot of people asked was ‘why would I want to put any information on the Internet at all? Why would I want to have a website?’ “And then in the last 5 or 6 years, blogging has taken off in a huge way and all these different services that have people sharing all this information. People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.
  • 30. Your privacy is already compromised… • Cell phones track you • Credit cards track you • Cookies track you • Search engines track you • Governments track you • Credit agencies track you • Employers track you
  • 31. Whatdoes QUALITY mean in the facebookera?
  • 32. Managing the conversation: • Traditional media could control the message (the topic, the angle, the accuracy, even to someextent, the response) • In social media: youcannotcompletely control your message, youcansimplybegin to participate in the "conversation" expectingthatyoucanachieve a significant influence in that conversation
  • 33. Social Media: Heart of Convergence
  • 34. Social Media & Politics
  • 35. Social Media & information
  • 36. Social media and news (in the US)
  • 38. So what does this mean for you? How will you use social media professionally? Chances are… you probably don’t know what to do with it
  • 39. Adaptyour communication It’s a CONVERSATION: consumers no longer want to be talked at. Instead, they want brands to listen, engage, and respond.
  • 40. Adaptyour communication You need to answer 3 questions: 1) Whatis the core of your content? What are yourgoals? 2) Whatis the most relevant content for each social platform?whatdo the usersherewant? 3) How canyoucommunicateyourcore content in a waythatuserswant to consume it?
  • 41. Practicum: YourPersonal Brand Are youalreadyengagingwith social media? Whatdoesyour social media footprintsay about you? How do yourenhanceyour profile?
  • 42. Practicum: YourPersonal Brand • Are you on LinkedIn? • Are you on YouTube? • Are you on FaceBook and Twitter? Do thesedifferent building blocks make a coherentwhole?
  • 43. Practicum: YourPersonal Brand Whatmakes good Facebook and Twitter content? Whatis narrative arc? Are youmakingyour blog social?
  • 44. Communicating SOCIALLY • Advertising&Monetization: SocialVibe • Event planning: Eventful, The Hotlist,Upcoming, Yelp, Inc. • Advocacy: Causes, Jumo • Fundraising:, Kickstarter, IndieGoGo