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Social media marketing: Introduction

Social media marketing: Introduction. MARK 490 Week 1. Topics for today’s class. Introduction to the course Definitions of social media and social networks The history and growth of the “participative internet” Some key concepts in understanding social networks

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Social media marketing: Introduction

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  1. Social media marketing: Introduction MARK 490 Week 1

  2. Topics for today’s class • Introduction to the course • Definitions of social media and social networks • The history and growth of the “participative internet” • Some key concepts in understanding social networks • Who is doing what online and where and what are they doing?

  3. Introduction to the course

  4. Where to find course resources • Course philosophy • “Be tools agnostic! Build engagement strategy around function, goals, and purpose - not specific tools.” Baer & Naslund • Course outline • Course website • Assignment information • Consent form

  5. Some key Definitions and concepts

  6. Terms and Definitions • Social media • Social network • Network effect • Social Graph • Dunbar Number / Attention economy

  7. Social media • "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.“ Andreas Kaplan and Michael Haenlein • Also sometimes called “consumer-generated media” • So this defines social media as a technical mechanism - but what makes it *social*?

  8. Social network (hint, it’s all about people) • A network of social interactions and personal relationships.” Oxford English Dictionary • “Networks are held together based on interpersonal relationships”Daniel Newman • Community?

  9. Key concept: the network effect • The network effect – what does it mean? • Related concept: “walled garden” Image Source: Wikipedia

  10. 2 approaches to getting a viable network effect – solving the chicken and egg problem • the ‘connection first’ strategy: get as many people connect as you can (Facebook, Twitter) • The “content-first” strategy: “provide users with tools to create a corpus of content, and then enable conversations around that content” (Pinterest, Instagram) Building the Next WhatsApp or Instagram: The Network Effect Playbook

  11. Key concept: The social graph • Social graph defined: "the global mapping of everybody and how they're related“ (Brad Fitzpatrick) • Think: “six degrees of separation” • Using Social Graphs to Understand Your Network Part 1 and Part 2 Data visualizations of your social graph are available from LinkedIn and Facebook

  12. But what about Dunbar’s Number? • Is there a biological constraint on social interaction? • Dunbar (1992) measured “correlation between neocortical volume and typical social group size in a wide range of primates and human communities” • Found the maximum number of “stable interpersonal relationships” that can be maintained to be between 100-200 •  A person's time is finite – this gives rise to the idea that “attention and time are scarce resources”. Hence the concept of “The Attention Economy” • Seth Godin appears to agree in this short video Modeling Users' Activity on Twitter Networks: Validation of Dunbar's Number

  13. How a network collapses • The death of Friendster – lessons learned • It takes more than a large number of active users, those users need strong ties or the network will collapse The Friendster Autopsy: How a Social Network Dies (Robert McMillan. Wired. February 2013)

  14. Messaging services utilize “close ties” – very rapid growth recently From: Mary Meeker, Internet Trends 2014 (KPCB)

  15. Frequency of communication more valuable than # of contacts From: Mary Meeker, Internet Trends 2014 (KPCB)

  16. The history and growth of the “participative internet”

  17. Pre-web social media – 70s & 80s online life 1978 1978 1979 1985 1986 1988

  18. Then came the web – March, 1989 • The First Generation Web (1989 – 2003-ish) • Publishing medium; predominantly one-way / asymmetrical • The Next Generation: Web 2.0 – What is Web 2.0? (Tim O’Reilly) • Web 2.0 ... The Machine is Us/ing Us - the classic viral video by Mike Wesch from 2007 • The participative web • Publishing tools in the hands of users – communication now 2-way • User-generated content • The web is “us” • Focus on the user/participant • Media becomes “social”

  19. The first “modern” social media 1997 1999 1999 1999 1999 2001 2002 2003

  20. Institutions versus collaboration • Clay Shirky's forward-looking TED talk from 2005: Institutions vs. Collaboration (20m)

  21. Who is doing what online and where and what are they doing?

  22. Social networking demographics • The following slides contain data from the Pew Research Internet Project (USA data only) • Up to date Canadian statistics more difficult to get • eMarketer: Canada Neck and Neck with US on Social Network, Facebook Penetration (2014) • ComScore: 2013 Canada Digital Future in Focus Report • Canadian Digital Media Network

  23. Comparison of usage • Pintrest and Instagram growing, but Facebook remains dominant Pew Research Internet Project. Social Media Update 2013

  24. Frequency of social media site use • Facebook, Instagram, and Twitter have highest engagement levels, with multiple daily usage. Pew Research Internet Project. Social Media Update 2013

  25. Demographics • Facebook popular across a diverse mix of demographic groups • Pinterest - women are four times as likely as men to be Pinterest users • LinkedIn - especially popular among college graduates and higher income households. • Twitter and Instagram - younger adults, urban dwellers, and non-whites. • Substantial overlap between Twitter and Instagram user bases • Demographics of key social networking platforms Pew Research Internet Project. Social Media Update 2013

  26. Number of social media sites used • 36% of internet users say that they use just one of the five main social media sites (Facebook, Twitter, Instagram, Pinterest, and LinkedIn) • 42% use two or more of these sites. • The remaining 22% of internet users have not adopted any of the five major platforms Pew Research Internet Project. Social Media Update 2013

  27. Social media matrix • Facebook is by far the most commonly-used social networking platform, and as a result, a significant majority of Twitter, Instagram, Pinterest, and LinkedIn users also use Facebook.  • Significant level of overlap between Instagram and Twitter users – 53% of Twitter users also use Instagram, and 53% of Instagram users also use Twitter.  Pew Research Internet Project. Social Media Update 2013

  28. To end today’s class • A look at your use of social media • Short anonymous survey on Google Drive • http://web.viu.ca/thomasb/mark_490_survey.html • (link is also on the course website with the materials for today’s class)

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