Social media

Online Publishing, 2012 Caroline Stockman

A definitionSocial media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings

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

Social media

What?

www.creativemediafarm.com/information/glossary

Examples• Social networking: Facebook, Myspace, Linkedin,...• Sharing: Youtube, Flickr, Picasa, deviantArt, Scribd, PianoFiles...• Blogs: LiveJournal, OpenDiary, Vox, Wordpress, Edublogs,...• Microblogs: Twitter• Social bookmarking: Delicious, CiteULike,...

What?Social media

• launched Feb 2004• CEO Mark Zuckerberg, CA, USA• 1.000.000.000 active users per month• 4.000.000.000 pieces of content shared per day

FacebookSocial media > social networking

However:• blocked Pakistan, Syria, Iran, Vietnam and China...

Few days in Egypt in 2011

• banned from several workplaces & schools

Issue : Intellectual property & privacy

FacebookSocial media > social networking

Copyright & privacySocial media > social networking> Issue

Social media > social networking> Issue 3

Sharing Your Content and Information

1. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

Copyright & privacy

Social media > social networking> Issue 3

Sharing Your Content and Information

1. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

Copyright & privacy

Social media > social networking> Issue 3

Sharing Your Content and Information

1. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

2. When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).

Copyright & privacy

Social media > social networking> Issue 3

Sharing Your Content and Information

1. You own all of the content and information you post on Facebook, and you can control how it is shared through your privacy and application settings. In addition: For content that is covered by intellectual property rights, like photos and videos ("IP content"), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook ("IP License"). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.

2. When you delete IP content, it is deleted in a manner similar to emptying the recycle bin on a computer. However, you understand that removed content may persist in backup copies for a reasonable period of time (but will not be available to others).

Copyright & privacy

Copyright & privacySocial media > social networking> Issue 1

deviantART does not claim ownership rights in Your Content. For the sole purpose of enabling us to make your Content available through the Service, you grant to deviantART a non-exclusive, royalty-free license to reproduce, distribute, re-format, store, prepare derivative works based on, and publicly display and perform Your Content.

Social media > social networking

Social media -informal

-fast-public

Golden Rule

Social media > social networking

Social media -informal

-fast-public

Nothing online is absolutely private.

Be careful what & where you publish on the internet.

Golden Rule

Social media > social networking

Linkedinhttp://www.linkedin.com/

Social media > social marketing

Social marketing

SynonymsSocial media marketing Social media optimization (SMO)Social media campaignOnline reputation management

DefinitionA form of marketing which uses social media to promote a new product, a brand, a company, to enhance the company's reputation, to boost sales, etc.

SO: everyday marketing, via blogs, twitters, networksites, etc.

Social media > social marketing

Case study: Ikea- Website (www.ikea.com)- wikipedia page (http://en.wikipedia.org/wiki/IKEA )- https://www.ikeafamilylive.com/en/- http://www.ikeahackers.net/- http://www.ikeafans.com/- ...- IKEA fan page on facebook- "Everytime I go to IKEA I steal the little wooden pencils!" group

Social media > social marketing

Case study: Ikea

Social media > social marketing

Case study: Ikea

Social media > social marketing

Case study: Ikea- 2009. Ikea's Malmo store campaign:

facebook profile for store manager (Gordon Gustavsson) in photo album, images from IKEA furniture

first person to tag their name to a product in a photo, wins that piece of furniture

Result: more people asked for more pictures, more things to win more & more pictures = more & more publicity

http://creativity-online.com/work/ikea-facebook-showroom/17962http://www.youtube.com/watch?v=0TYy_3786bo

Social media > social marketing

Case study: Beer festival

http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-social-media-marketing-case-study/

Social media > social marketing

Case study: Beer festival232 followers MAAR ReTweets : Twitter audience 6x

23 confirmed attendees: underperformed expectation

sold 856 tickets (114% above target). 24742 unique visitors

within 48 hours: page one on Google

Social media > social marketing

Case study: Beer festivalResult:

1350 attended the event (target was 1000)

63% were a result of social media marketing

£571 revenue per hour spent on social media

£11,41 for each £1 spent on social media

Twitter = best performance

Social media > personal promotion

Personal promotion

- 'marketing' to be recognised as an expert

- The Obama campaign• Facebook: 3.000.000 fans (vs McCain 600.000)• Myspace: 850.000 fans (vs McCain 200.000)• private social network My.BarackObama.com (1.000.000 members)• Youtube channel

140.000 subscribers (Martha Stewart: 4000 subscribers) 20.000.000 channel views (AC/DC 1.200.000 channel views) 2000 videos uploaded (Oprah: 80 videos)

• Flickr• Twitter• etc.

Average numbers!

Social media > social marketing

Twitter

- Microblogging. "What are you doing now"Obama, Oprah, John Edwards, Shaquille O'Neille, John Cleese, Al Gore, Demi Moore, Arnold Schwarzenegger, David Mitchell,Jamie Oliver, Coldplay, Britney Spears, Paris Hilton ...

- Social marketing / personal promotion- Incentive based tweeting

Social media > Twitter> social marketing Case study: Moonfruit

- free website building service- 2009 campaign: put #moonfruit in a tweet

randomly selected user would win Macbook/day- ! no limits in number of mentions

http://www.moonfruit.com/

Social media > Twitter> social marketing Case study: Moonfruit

200.000 mentions per dayWebsite gained 600% new trafficWebsite service 100% new sign up

http://twitter.com/moontweet

Social media > social marketing

Ethics of marketing?

Does the end justify the means?

Is it proper use of the social dynamics online?

Would it be okay for Twitter/Facebook/etc. to intervene?

Social media > social marketing

Free speech?

Is it OK for governments to censor content?

Is it OK for social media platforms to censor content?

Social media > back then

http://www.dutchcowboys.nl/advertising/20480

Social media

Meer informatiePay with a tweet (incentive based tweeting)A friend's tweet could be an ad (ethics of incentive based tweeting)Marten, de ijscoman (social media marketing)Facebook en privacy 2.0The Obama campaign (personal promotion) Here as well

http://twitter.com/moontweet