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Social Media Marketing and Communication Strategy

Erasmus Course January 2016

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Some general information

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About the lecturer

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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)

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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

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• The webinars, like lectures, serve as pointers

• Please ensure that you read and view all the materials referred to in these slides

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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/

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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.

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How old is the Internet?

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http://webdeliciousness.blogspot.fr/2010/11/social-media-timeline.html

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http://www.evolutionoftheweb.com/

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http://www.ritholtz.com/blog/wp-content/uploads/2010/12/socialMediaTL_05.png

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http://avalaunchmedia.com/history-of-social-media/Main.html

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Define the terms: web 1.0web 2.0 web 3.0

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https://flatworldbusiness.wordpress.com/flat-education/previously/web-1-0-vs-web-2-0-vs-web-3-0-a-bird-eye-on-the-definition

/

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http://www.michelleblanc.com/images/Web-4-0-Web-OS.JPG

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Define the terms: media

mass-mediadigital mediasocial media

social networking

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The Internet and Social Media Landscape

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http://vincos.it/wp-content/uploads/2009/06/WMSN_Poster_jul2014.png

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• Fast-paced• Cluttered • Growing • A business• Diverse

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The (new) environment

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• 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

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http://www.slideshare.net/EdelmanAmsterdam/edelman-trust-barometer-2015-food-and-beveragefinal-deck-

europe

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http://www.spiral16.com/blog/2013/01/does-your-company-have-a-social-media-blind-spot-infographic

/

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https://www.youtube.com/watch?v=547VaUmpTVY https://www.youtube.com/watch?v=5d7Ka0easUM&feature=

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

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What digital and social media are for

Communities &

Content

Support&

Dissent

Loyalty &

Competition

Connect LeverageAmplify

http://occupylondon.org.uk/ http://www.royal.gov.uk/

Communities & Content

Support & Dissent

Watch playlist here:https://www.youtube.com/playlist?list=PL484F058C3EAF7FA6

Support & Dissent

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

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

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Some assumptions and their consequences

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Everyone is on the Internet

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https://www.youtube.com/watch?v=qQD5soc2r7Y

Day 3

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• 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

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The bigger and more popular the platform, the better

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http://www.thelongtail.com/about.html

https://www.ted.com/talks/chris_anderson_of_wired_on_tech_s_long_tail?language=en

Day 3

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• 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

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Everything that is online is good and is true

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(…) 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_andrew_keen_1.

html

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• 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

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https://www.youtube.com/watch?v=lKblR2h2t-M

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https://www.youtube.com/watch?v=jX2BcjIEUY8

Day 3

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More info:

• https://dcsbu.wordpress.com/2014/09/30/introduction-l1-and-the-digital-media-landscape-l2/

• https://dcsbu.wordpress.com/2014/10/12/web-trends-web-culture-l4/

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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