Einführung in Social Media, Teil des Seminars Marktforschung: Social Media-Strategien in der Medienindustrie im Studiengang Online-Medien-Management an der Hochschule der Medien Stuttgart
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Seminar Marktforschung: Social Media-Strategien in der Medienindustrie - Einführung in Social Media Sommersemester 2012
1. Seminar Marktforschung: Social Media-
Strategien in der Medienindustrie
Einführung in Social Media
WPF 7425c – Sommersemester 2012
Marco Jakob
Online-Medien-Management
3. Grundlagen: Social Media
Social Media is a group of internet-based applications
that build on the ideological and technological
foundations of Web 2.0, and that allow the creation
and exchange of User Generated Content
(Kaplan & Haenlein 2010)
Meinungen, Kritik?
4. Die 1-9-90 Regel
Heavy contributors
Intermittent Contributors
Lurker
6. For marketing and brand managers, three
important conclusions can be made from this
research:
• Social media must be an integrated and
incremental component of any marketing
campaign;
• Heightened focus must be placed on interacting
with social media Producers and turning them
into fans; and
• Greater effort must be put towards evolving
audiences to become Producers.
10. Social Network Sites
We define social network sites as web-based services
that allow individuals to
(1) construct a public or semi-public profile within a
bounded system,
(2) articulate a list of other users with whom they share
a connection, and
(3) view and traverse their list of connections and
those made by others within the system.
Boyd, D. M., & Ellison, N. B. (2008)
18. Facebook
• Facebook ist ein „Online Social Network“
• Der Nutzer hat diverse Grundfunktionen:
– Wall/Timeline (Edgerank/ OpenGraph)
– Nachrichten, Instantmessaging
– Photoalben
– Apps
• Facebook kann die Erde in Richtung Sonne
ziehen
20. Metriken für FB-Pages
• Reach
– The number of unique People who have seen your Post
• Engaged Users
– The number uf unique Peopke who have engaged with
your Post
• People talking about
– The number of people who have created a story from your
Page Post
• Virality
– The number of people who have created a story from your
Page Post as a percentage of the number of unique people
who‘ve seen it
jakobm@hdm-stuttgart.de - 7425c Marktforschung Social Media
27. KONY 2012
• Start am 5. März 2012
• Bis heute über 80 mio Aufrufe auf Youtube
• Verbreitung durch „bestehende“ Netzwerke
• Breites Echo, nicht nur Social Media, auch in der
Presse
• Bald erste Kritik an der Organisation & ihren
Zielen
• Reaktion durch Invisible Children
• 18. März: „Meltdown“
31. „Hausaufgaben“
• André, P., Bernstein, M., & Luther, K. (2012). Who gives a tweet? Proceedings of the ACM
2012 conference on Computer Supported Cooperative Work - CSCW ’12 (p. 471). New York,
New York, USA: ACM Press.
• Bakshy, E., Rosenn, I., Marlow, C., & Adamic, L. (2012). The Role of Social Networks in
Information Diffusion. World Wide Web Internet And Web Information Systems, 10. Physics
and Society, . Retrieved from http://arxiv.org/abs/1201.4145
• Barash, V., Ducheneaut, N., Isaacs, E., & Bellotti, V. (2010). Faceplant: Impression (Mis)
management in Facebook Status Updates. Fourth International AAAI Conference on Weblogs
and Social Media (pp. 207-210).
• Papagelis, M., Murdock, V., & van Zwol, R. (2011). Individual behavior and social influence in
online social systems. Proceedings of the 22nd ACM conference on Hypertext and
hypermedia - HT ’11 (p. 241). New York, New York, USA: ACM Press. Busemann, K., &
Gscheidle, C. (2011). Web 2.0: Aktive Mitwirkung verbleibt auf niedrigem Niveau. Media
Perspektiven, (7-8), 360-369.
• Soziale Netzwerke - Eine repräsentative Untersuchung zur Nutzung sozialer Netzwerke im
Internet. (2011, November 5). . Retrieved from
http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke.pdf
• Alles im Moodlekurs!
33. Kontakt
@marcojakob
facebook.com/hdm.omm
B.Sc.
Marco Jakob
Fakultät Information und Kommunikation
Studiengang Online-Medien-Management
Wolframstraße 32 Tel.: 0711 25706-268 jakobm@hdm-stuttgart.de
70191 Stuttgart Fax: 0711 25706-306 www.hdm-stuttgart.de