Slides describing digital vocabulary and the key words and concepts for an in-depth understanding of platform analysis and key challenges businesses face when adopting social media strategy. Slides are created and used in the class MKT597 Digital and Social Media Marketing.

1. Digital Vocabulary
Susan Fant
www.susanfant.com / www.castlesandsllc.com
/ www.fernweb.org
These Slides are for Educational Purposes Only – The University of Alabama Marketing Department MKT597: Digital & Social Media
Marketing Fall Semester 2013
www.internet.org

2. Internet.org
Video @ www.internet.org

3. Harvard Business Review & SAS
The New Conversation
Source: HBR and SAS 2010

4. The Social Media Experiment
• Social media is an experiment
– How to use different channels
– How to gauge effectiveness
– How to integrate into other marketing efforts
• Companies are looking to impact the bottom
line (ROI) and capitalize on the ability to listen
& analyze (and interact with) customer
conversations online.

5. Top Attitudes
Towards Social Media
Note: Article Copyrighted in 2010
Source: HBR and SAS 2010

6. Leveraging the Benefits
of Social Media
We need to prove the potential impact of social media, measure its
effectiveness, and align activities with company financials.
Source: HBR and SAS 2010

7. Most Pressing Challenges
Source: HBR and SAS 2010

8. Coke Zero – A Mismanaged
Message Between Generations
http://www.youtube.com/watch?v=uTDTBXblit4

9. The Bottom Line
Survey response (vice president multinational
construction company):
“At the C-suite level, they don’t want to talk
about social media because they don’t
understand it. If we don’t get education out
about the benefits of social media and get
business people to adopt it, it could put us at a
serious disadvantage.”
Source: HBR and SAS 2010

10. Measurement Criteria
• Searching for criteria to press results against in
order to measure them within a framework that
can be easily explained.
• It’s all about deliverables.
• Note that being able to explain and express the
benefits of social media across generations is
incredibly important for the future of this
industry.

11. Organizing Information
• Web 4.0 is going to be about organizing the
information that is now readily available and
being shared on the Internet.
• Looking to establish a “rigorous process”.
• Tools that filter out the noise, identify relevant
content, and spotlight trends.

12. Culture of Connectivity - Platforms
http://www.youtube.com/watch?v=bz1ZWvZBGYM

13. iPod Classic – Sept. 2013

14. iPod Touch – Sept. 2013

15. iTunes Store (Platform)
• Turns the computer into a “digital hub”
• New business model for the industry
– 99 cent model for singles
• 10 years after: iTunes is the leading vendor of popular music
Source: Culture of Connectivity 2012

16. Understanding Platforms
When analyzing social media platforms we have to do
two things:
• Disassemble microsystems
– Take apart the platforms, understand the components
• Reassemble the ecosystem
– Recognize norms and the system of social media and
creativity on the internet
– This helps understand the big picture context of the rest
of the world & who uses the platform
Source: Culture of Connectivity 2012

17. Actor Network Theory (ANT)
• Content & form are a significant factor for social
media engagement.
Individual
person  platform // person  platform
With Others (2nd Degree)
person A  platform  person B
person A  platform  person B
With Others (3rd Degree)
person A platform person B  platform  person C
person A platform person B platform  person C
Source: Culture of Connectivity 2012

18. Who are the Power Holders?
• Programmers
– How do they code sociality?
– How do they program the platforms?
• Users (Individuals & Groups)
– How do they use the platforms?
• Companies / Ad Buyers / Money
– How do they spend money to keep up the platforms?
– There is no such thing as a “free” platform.
Source: Culture of Connectivity 2012

19. Illumination Entertainment’s
Use of YouTube (Minion Break!)

21. Computational & Architectural
• Platforms are both computational &
architectural concepts
– “Understanding code requires sensitivity to its
changing manifestations as well as to its
historically changing tech milieu [social
environment].” (Fuller & Berry 2010)
Source: Culture of Connectivity 2012

22. Example: Amazon.com
Amazon’s programmers code taste preferences &
buyer behavior to try and create more purchases and
steer user behavior
– “Customers who bought this item also bought…”
– “Customers who viewed this also viewed…”
– “What other customers are looking at right now…”
Source: Culture of Connectivity 2012

23. Important Definitions
Data: a type of information (name, height, etc)
Metadata: describes data (ex. YouTube tags,
Slideshare keywords)
Algorithm: in computer science – finite list of
well defined instructions for calculating a
function (trade secrets for many companies)
Source: Culture of Connectivity 2012

24. Creative Industry Business Models
The Internet has redefined the way creative
(cultural) products are sold. Traditionally, there
are four ways to make money:
1. Profits from reproduction of source
- Copies: CDs, Books, DVDs
2. Viewing & Subscription Fees
- Tickets: Cinema, Theatre, Cable
3. Advertising
4. Licensing / Merchandise
Source: Culture of Connectivity 2012 lists first three & fourth added by Susan Fant

25. Leading into Social Network Theory
• The creative industry’s logic of mass
reproduced cultural goods and how/why
consumers buy them has shifted because of
the Internet.
• Now there is a focus on influencers (people
with a large network of connected followers).
• Advertising culture is gradually turning into a
recommendation culture.
Source: Culture of Connectivity 2012

26. Questions?