MCAD 2009 - Future of Advertising: session #06 recap (March 2)

Takashi Murakami character. Image via http://stylefrizz.com/img/takashi-murakami-creations.jpg The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #06: MARCH 2 SOCIAL MEDIA—THE CONVERSATION ECONOMY (NEW BUILDING BLOCKS) Creative Commons Attribution & Non-Commercial License

Today: 1. Overview on Social Media 2. Guest speaker: Paul Isakson Space150 BREAK 3. “The new building blocks” 4. Assignment #2 BREAK 5. Guest speaker: Jim Cuene General Mills

Today: 1. Overview on Social Media

*Via wikipedia (itself a part of “social media”)

*Via wikipedia (itself a part of “social media”) “Social media are primarily Internet- and mobile-based tools for sharing and discussing information. The term most often refers to activities that integrate technology, telecommunications and social interaction, and [enable] the construction of words, pictures, videos and audio.”

*Via wikipedia (itself a part of “social media”) “Social media can take many different forms, including Internet forums, weblogs, wikis, podcasts, pictures and video. Technologies include: blogs, picture- sharing, vlogs, wall-postings, email, instant messaging, music-sharing and crowdsourcing. [A hallmark of social media is their ability to be integrated with each other.]”

*Via wikipedia (itself a part of “social media”) Communication Blogs: Blogger, TypePad, WordPress, Vox Internet forums: vBulletin, phpBB Micro-blogging: Twitter, Plurk, Jaiku Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Hi5 Social network aggregation: FriendFeed, Youmeo Events: Upcoming, Eventful, Meetup.com

*Via wikipedia (itself a part of “social media”) Collaboration Wikis: Wikipedia, PBwiki, wetpaint Social bookmarking: Delicious, StumbleUpon, Google Reader Social news: Digg, Mixx, Reddit Opinion sites: epinions, Yelp

*Via wikipedia (itself a part of “social media”) Multimedia Photo sharing: Flickr, Picassa, SmugMug Video sharing: YouTube, Vimeo, Viddler Art sharing: deviantART, Behance Livecasting: Ustream.tv, Justin.tv, Skype Audio and Music Sharing: Last.fm, Blip.fm, LibSyn

*Via wikipedia (itself a part of “social media”) Entertainment Virtual worlds: Second Life, The Sims Online Online gaming: World of Warcraft, EverQuest, Age of Conan Game sharing: Miniclip

*Via wikipedia (itself a part of “social media”) “Social media are distinct from industrial media, such as newspapers, television, and film. While social media are relatively cheap tools that enable anyone to publish or access information, industrial media generally require significant financial capital to publish information.” How else are social media distinct from industrial media? How might the growth of social media disrupt or mutate marketing & advertising?

Guest speaker: Paul Isakson Director of Strategy & Insights, Space150 http://paulisakson.com

Today: 1. Overview on Social Media 2. Guest speaker: Paul Isakson Space150 BREAK 3. “The new building blocks” 4. Assignment #2

Old (marketing) building blocks:

Marketing then

Old (marketing) building blocks: 0. CRM+Direct+Yellow Pages 1. Websites 2. Search (SEO+SEM) 3. Online advertising

Old (marketing) building blocks: 0. CRM+Direct+Yellow Pages+Email >Databases, Contact Systems 1. Websites >Content+Analytics+Contact Tools 2. Search (primarily SEM) 3. Online advertising Generally speaking, these older systems featured only one-way communication.

Marketing now

New (marketing) building blocks: “Social Media” Key differences... 1. Listening 2. Strategy (pre-existing) 3. Participating

New (marketing) building blocks: “Social Media” Key differences... 1. Listening >Monitoring (Google Alerts, spy.appspot.com, monitter.com, etc.)

New (marketing) building blocks: “Social Media” Key differences... 1. Listening >Monitoring (Google Alerts, spy.appspot.com, monitter.com, etc.) 2. Strategy (pre-existing) >Analysis (appropriateness, volume, audience, internal bandwidth, etc.) >Messaging strategy (What’s your “Commander’s Intent?”, Who says it?)

New (marketing) building blocks: “Social Media” Key differences... 3. Participating >Active, dynamic, constant, fresh >Nimble, improvised >Personal, human

New (marketing) building blocks: “Social Media” Examples... 1. Frank Elliason @Comcastcares 2. @RichardatDell 3. Paula Berg, Southwest Airlines

Assignment #2 “Start a blog or microblog for your personal brand.” DUE: Monday, March 9 + Define, then describe your brand. What makes you distinct? (One, brief paragraph.) + Analyze your “competition,” i.e. other voices similar to yours. (List at least three URLs.) + Choose a platform you can maintain. + Write at least one post (if blog), at least 10 (if microblog) before next Monday. + If you already have a blog, write at least two posts for next Monday.

Today: 1. Overview on Social Media 2. Guest speaker: Paul Isakson Space150 BREAK 3. “The new building blocks” 4. Assignment #2 BREAK 5. Guest speaker: Jim Cuene General Mills

Guest speaker: Jim Cuene Director–Interactive Marketing, General Mills http://cuene.com

Monday, March 9: “Content Strategy” 1. Assignment #2 due in class 2. Guest speaker: Kristina Halvorson Brain Traffic CATFOA (6:00pm) usefullunacy.typepad.com tim_brunelle@mcad.edu

Thank you. Creative Commons Attribution & Non-Commercial License