Opening lecture: Intro to Social Media [UPDATED Jan 2014]
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Transcript of Opening lecture: Intro to Social Media [UPDATED Jan 2014]
COMM 610: Highlights • Grading
– In-class participation: 30% – Keikensha Quiz Based on
Belt Training Mods 30% – Written Examination: 40%
• Participation: Critical to Final Grade – Help Classmates Learn
• Twitter Back Channel: #smumcm • Laptops: Strongly encourage closed laptop; at
minimum closed email and browser
Michael Netzley, PhD
• Academic Director, SMU Executive Development
• Daddy with 3 daughters & 1 son • Joined SMU in 2002, LKCSB 10 years • Champion’s Award, Innovative Course
Design and Delivery • Research Fellow, Society for New
Communication Research • Visiting positions in Argentina, Berlin,
Finland, Slovenia, and Japan • Clients: Unilever, BNP Paribas, IBM, TCS,
IHG, 3M, Singapore Airline, Mastercard, Motorola, Shell, MFA, CPF, and UOB
Essen%als for the Fourth Media Age
Michael Netzley, PhD h0p://communicateasia.asia
Digital Communica%on for Professionals
Social Media
Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of the content.
Source
The Technology
Sociological Defini=on of Social Media
Social Media refers to not only the technology but the cultural and behavioral traits of people communicating and sharing with one another. Through social networks, people are listening, sharing, creating, judging, and innovating in ways that are reshaping relationships (e.g., government to constituents or friend to friend), power bases, financial models, and knowledge.
First Media Age: Greece
Greek alphabet and writing led to one of the most productive cultures in all of history
Second Media Age: Print
Chinese moveable type in 11th century, and Gutenberg's Press in the 15th century, brought books to the non-elites of society
Third Media Age: Broadcast
20th century broadcasting brought media into homes, and at a low cost, thus increasing demand while decreasing the supply of media channels.
Shou%ng: One-‐to-‐Many
“The one-to-many approach is out…It was replaced by CRM, the one-to-one model. This gave the ability to customize a message. This model was, in turn, replaced by the one-from-one, or search model ”
But all good things must change…
Shou%ng: S%ll Effec%ve?
“There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.”
Advertising is the price companies pay for
being unoriginal - Yves Behar, designer
Fourth Media Age: Internet
Everyone becomes their own media company because of infrastructure, Internet, digital technology, and interactive easy-to-use sites.
Clay Shirkey’s Cogni%ve Surplus
• The Internet gives us three reasons to no longer be “couch potatoes”
• Means • Mo=ve • Opportunity
Means: How We Act
• Means of produc=on increases – Buying a TV versus buying a laptop
• Everything is an original; no inferior copies
• Fluid networks: content flows smoothly between networks
• Low cost
Mo%ve: Why We Act
• Intrinsic mo=va=on can be powerful – Autonomy – Mastery – Purpose – Daniel Pink, Drive
• Extrinsic can “crowd out” intrinsic mo=va=on
Opportunity: Where & with Whom
• Privileged media class with right to speak disappearing
• We can all par=cipate & share directly
• “Social Produc=on” or “Commons-‐Based Peer Produc=on”
• Open source soWware, Wikipedia, or classsic Z-‐Boys example
How We Use Time
ACTIVITY TIME SOURCES
Work (USA) 7.5 hours per day (avg) Bureau of Labor Sta=s=cs
Work (SG) 8.5 hours per day (avg) AsiaOne (1 in 5 works 11+ hours per day)
Television (USA) 2.7 hours per day (avg) 18.9 hours per week
BLS 50% of free =me
Television (SG) 12 hours per week We Are Social
Internet Use (SG) 25 hours per week We Are Social
Singapore spends 25,000,000 hours each month watching online video (We are Social)
Cogni%ve Surplus
McKinsey & Co Study 2010
• Use of Web 2.0 technologies significantly improved companies’ performance
• Networked enterprises leaders vs. companies using the Web in more limited ways
http://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716
Changing Audiences
Today, the barrier to exiting your media site is only the click of a mouse…
Economist’s Third Industrial Revolu%on
Digital Manufacturing Technology
So What Does It Mean?
Simon Kemp, We Are Social
• Managing Director, We Are Social
• Clients: Unilever, Diageo, Intel, Johnson & Johnson, Tiger Beer, Lenovo, Heinz
• Previously: BBH, Universal McCann, Starcom Mediavest Group
• @eskimon