Social Media Landscape_Social media marketing_Vives_webinar 1
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Webinar 1 slides on Social Media Landscape for the Social Media Marketing and Communication Strategy Course at Vives, Kortrijk, Belgium
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Social Media Landscape_Social media marketing_Vives_webinar 1
- 1. Social Media Marketing and Communication Strategy Erasmus Course January 2016 www.anaadi.net
- 4. Important dates • Webinar 1 – January 11, 10am-12noon • Webinar 2 – January 11, 2pm-4pm • Webinar 3 – January 14, 10am – 12noon • Tutorial – January 14, 12noon – 1pm • Assignment due – January 22, 6pm (ONLINE, on www.kathonewmedia.wordpress.com) www.anaadi.net 4
- 5. Course aims • Present the social media landscape and its evolution. • Present and discuss the challenges that the emergence of new media (web 1.0 to web 4.0 and social media) pose to marketing and communications • Present and discuss the implications of uses of social and digital media for organisations, governments and individuals including practitioners (skills, trust, digital divide) • Outline the fundamental elements of a marketing and communications strategy • Explain how strategy can be applied to online communicative efforts (including marketing) • Expose students to the market expectations and requirements such as research and social media audits required to drive strategic insight • Increase students’ awareness of the risks and opportunities that the new media offers www.anaadi.net 5
- 6. • The webinars, like lectures, serve as pointers • Please ensure that you read and view all the materials referred to in these slides www.anaadi.net 6
- 7. Useful links • http://www.kathonewmedia.wordpress.com • http://anaadi.net • http://www.dcsbu.wordpress.com • http://www.slideshare.net/ana_adi • https://prezi.com/user/ana_adi/ www.anaadi.net 7
- 8. Today’s webinar • Quick overview of the development of the Internet and social media. • Definition of web/social media specific terms • Web culture theories and concepts and their implications for individuals, society and organizations. www.anaadi.net 8
- 9. How old is the Internet? www.anaadi.net 9
- 14. Define the terms: web 1.0 web 2.0 web 3.0 www.anaadi.net 14
- 18. Define the terms: media mass-media digital media social media social networking www.anaadi.net 18
- 19. The Internet and Social Media Landscape www.anaadi.net 19
- 25. • Fast-paced • Cluttered • Growing • A business • Diverse www.anaadi.net 25
- 26. www.anaadi.net | www.quadriga.eu 26Day 3
- 27. Day 3 www.anaadi.net | www.quadriga.eu 27
- 29. • Increased consumer skepticism • Businesses are enthusiastic about adopting the web but do not always know how • Communicators see the social web (and its measurement) as their biggest challenge www.anaadi.net 29
- 32. www.anaadi.net | www.quadriga.eu 32 https://www.youtube.com/watch?v=547VaUmpTVY https://www.youtube.com/watch?v=5d7Ka0easUM&feat ure=youtu.be Skim thorough the European Communication Monitor and Asia-Pacific Communication Monitor and check the future of media sections. www.communicationmonitor.eu and www.communicationmonitor.asia Day 3
- 33. What digital and social media are for www.anaadi.net 33
- 36. Support & Dissent Watch playlist here: https://www.youtube.com/playlist?l ist=PL484F058C3EAF7FA6
- 38. Blanchard, O. (2010) Greenpeace vs Nestle: How to make sure your Facebook page doesn‘t become a PR Trojan horse / part 1. Availabe from: https://thebrandbuilder.wordpress.com/2010/03/22/greenpeace-vs-nestle-how-to-make-sure- your-facebook-page-doesnt-become-a-pr-trojan-horse-part-1/ Owyang, J. (2010) Crisis Planning: Prepare Your Company For Social Media Attacks. Available from: http://www.web-strategist.com/blog/2010/03/22/prepare-your-company-now-for-social- attacks/ Ionescu-Somers, A. & Enders, A. (2012) How Nestlé dealt with a social media campaign against it. Financial Times. Available from: http://www.ft.com/cms/s/0/90dbff8a-3aea-11e2-b3f0- 00144feabdc0.html#axzz3pmzyopql Ridings, M. (2010) Nestle / Facebook / Greenpeace timeline (in process). Available from: http://techguerilla.com/nestle-facebook-greenpeace-timeline-in-process/ Support & Dissent
- 39. Loyalty & Competition (2010) Gap scraps logo redesign after protests on Facebook and Twitter. Available from: http://www.theguardian.com/media/2010/oct/12/gap-logo-redesign
- 40. Some assumptions and their consequences www.anaadi.net 40
- 41. Everyone is on the Internet www.anaadi.net 41
- 42. www.anaadi.net | www.quadriga.eu 42 https://www.youtube.com/watch?v=qQD5soc2r7Y Day 3
- 43. • Digital divide can imply a lack of: – Access to technology – Knowledge and skills of how to use it This can lead to discrimination, exclusion of certain groups, loss of income and more www.anaadi.net 43
- 44. The bigger and more popular the platform, the better www.anaadi.net 44
- 45. www.anaadi.net | www.quadriga.eu 45 http://www.thelongtail.com/about.html https://www.ted.com/talks/chris_anderson_of_wired_on_tech_s_long_tail?language=en Day 3
- 46. • Smaller and niche (networks/audiences/platforms) can lead to higher engagement and repeated exposure – Unlike the bigger and more popular platforms where competition is so high www.anaadi.net 46
- 47. Everything that is online is good and is true www.anaadi.net 47
- 48. www.anaadi.net 48 (…) blogs are “collectively corrupting and confusing popular opinion about everything from politics, to commerce, to arts and culture”. (…) old media is facing extinction – “say goodbye to experts and cultural gatekeepers – our reporters, news anchors, editors, music companies, and Hollywood movie studios.” http://www.bbc.co.uk/blogs/newsnight/2007/06/the_cult_of_the_amateur_by_a ndrew_keen_1.html
- 49. • Technology is a tool (and so is social media) – Humans have the potential to control as well as be controlled by it This has many implications including on privacy, security, data protection and legislation among others www.anaadi.net 49
- 51. www.anaadi.net | www.quadriga.eu 51 https://www.youtube.com/watch?v=jX2BcjIEUY8 Day 3
- 52. More info: • https://dcsbu.wordpress.com/2014/09/30/int roduction-l1-and-the-digital-media-landscape- l2/ • https://dcsbu.wordpress.com/2014/10/12/we b-trends-web-culture-l4/ www.anaadi.net 52
- 53. Conclusions • Technological evolution in the past years has been fast posing multiple challenges to individuals, organizations and institutions • The rapid proliferation and adoption of digital and social media have increased the pressures on organizations and institutions (and their marketing and communication departments) to adopt the new medium • This has lead to either rushed adoptions or copy/paste approaches which are inappropriate for the new medium www.anaadi.net 53
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- http://www.wanterfall.com/Communication-Watzlawick%27s-Axioms.htm