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Social Media & Marketing

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Alessandro Bernardi
Alessandro Bernardi

Master Class @ EENT EDUCATION ABOUT ENTREPRENEURSHIP AND NEW TECHNOLOGIES Interactive Media Lab University of Barcelona

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Social Media and Marketing Alessandro Bernardi @Bernardamus
Outline of the Class >Assess the types of social media >Engage with your audiences: social segmentation >Assess good and bad social media practices (for marketing, communication, education, ..) >Social Media Monitoring and online reputation >”Deep Dive” into Twitter (tutorial and case studies)
The TimeLine of Social Media
The NewBorn Social Network: Will fB die? You don’t need to reciprocate friendship
> Google+ puts your life … in Circles! *similar toDiaspora and it’sAspects
Social Media is all about… … SHARING!
What isSocial Media Marketing ? Social Media Marketing (SMM) is the process of generating interest and excitement in a Brand, product or service through various Social Media Platforms by creating valuable branded content and promoting it.
CASE STUDY: Customerservice + PROMOs
CASE STUDY: Howtolearnfrommistakes 2005. Jeff Jarvis writes in his blog BuzzMachine.com: “DELL LIES. DELL SUCKS”Online reputation Crisis ends up in the New York Times and Business Week2006. Dell hires an expert to monitor the social media 2008. Dell sells Outlet products via Twitter for a value of 1 M$... 2011. Dell has >2 M followers on Twitter and 512.000 fans on FB.
CASE STUDY: wrong attitude to customers
Let’s Spam! Gutenberg 1440 2011 : Social Media Revolution Marketing, Impressions, Sales, ROI… Is that All?
The new interactive WIKIPEDIA?
Who Uses Social Media? 0-17 y. (15%) 18-24 y. (9%) 25-34 y. (18%) 35-44 y. (25%) 45-54 y. (19%) 55-64 y. (10%) 65 + y. (3%)
Social Media in Education
What are educators doing online? ,[object Object]
59% visited social networking site
55% read blogs/wikis,[object Object]
How to use Social Media? Barack Obama 5 million FANS on Social Media 5,4 million CLICKED on a “I voted for Obama facebook button”
The SOCIAL MEDIA stars…
The Twitter REVOLUTION… Jack Dorsey and Evan WilliamsstartedTwitter in 2006
Profile http://twitter.com/user
Home Status TrendingTopics
#FF Our FOLLOWERS talk with us
@username Mention/reply/chat #hashtag Topic/channel/event RT @username Forward/copy&paste DM @username Privatemessage
Interacting with the Timeline 1 2 3
“Online” debates : the #HASHTAGS ,[object Object]
Chronicles of events
Tune yourself into a #channel
Interact, ask/answer questions,[object Object]
VS. ? ?
>Friends, Family, Acquaintances >Private space >Mirror of Real Society >Contacts are “Geolocalized” >Total Freedom >OPEN Social Network >No Barriers >Share Ideas and Interests
VIP ARTISTS Are you ready for the Twitter Democracy? MEDIA PEOPLE TWITTERLEBRITY
We can FOLLOW the whole world…
Let’s map the Twitter users…
Searching Ideas & People…
… searching the emotions
Status “FRIENDS” NEWS MUSIC IDEAS ALL
Who Should I Follow? The importance of INFLUENCE
>It’s not only important to have many followers >It’s important to have followers with influence
This can also be used with students!
Quick Response
Journalism 2.0: INSTANTANEOUS!
Press gets news from Twitter
CyberActivism: Follow a Revolution Google launches a Voice-to-Twitter service Tweets automatically include “#egypt” @Speak2Tweet

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