welcome to emerging and social media, adpr4300 (session 1)

SOCIAL + EMERGING MEDIAMARQUETTE UNIVERSITY / FALL 2013 / #ADPR4300

AGENDA

01 WELCOME

02 COURSE INTRODUCTION

03 THE STATE OF SOCIAL MEDIA

04 ASSIGNMENT(S)

05 QUESTIONS

LETS GET SOCIAL...WELCOME TO #ADPR4300

4

WELCOME TO #ADPR4300WHO AM I?

MY CAREER SO FAR

In short, it has taken a lot of twist and turns since I

started at Marquette University.

+ Go through PDFs and decide which ones

should be moved to a static html page or to a

content hub/blog.

+ Ex: the Emergency Power Plan Workbook has

a vast amount of valuable information - tables,

figures, and data that should be highlighted.

5


MY CAREER SO FAR

In short, it has taken a lot of twist and turns since I

started at Marquette University.

+ Go through PDFs and decide which ones

should be moved to a static html page or to a

content hub/blog.

+ Ex: the Emergency Power Plan Workbook has

a vast amount of valuable information - tables,

figures, and data that should be highlighted.

I AM A FAN OF THE OLD SCHOOL.

BLUE COLLAR, HARD WORK AND GREAT RAP MUSIC.

6


WHO AM I + HOW I GOT HERE

In short, it has taken a lot of twist and turns since I started

at Marquette University.

+ Seven years at the Milwaukee Journal Sentinel.

+ Short amount of time on the corporate side.

+ Two years at Hanson Dodge Creative.

+ More than five years at Laughlin Constable.

+ Fourth semester here at Marquette.

WHAT ELSE?

+ President-elect of MIMA.

+ Photography keeps me creative.

+ Loves the Brewers (ugh), (GO) Packers, gadgets,

philosophy and anything else that gets me thinking.

7

WELCOME TO #ADPR4300CONTACTING ME

I can be busy, very busy. Some weeks I don’t even have

time to talk to family and friends. That said, I will try to get

back to everyone as quickly as I can.

Personal

+ Web: http://www.jenders.com

+ E-Mail: [email protected]

+ Twitter: @djenders

+ Cell: 414-759-6311

Work

+ Web: http://www.laughlin.com


+ Office: 414-270-7178

Marquette


I typically do not have office hours, but am available to meet.

Option 1: I will always try to leave time in class to have a discussion.

Option 2: Lets find some time before or after class to chat.

Option 3: The early bird gets the worm, more than happy to meet for coffee.

mailto:[email protected]



WHAT TO EXPECT, AND WHAT I EXPECT THIS SEMESTERCOURSE INTRODUCTION

9

COURSE INTRODUCTIONWHAT I EXPECT THIS SEMESTER

SETTING EXPECTATION FOR THE COURSE

Attend class regularly, participate frequently, leverage the knowledge and experience

the guests and I share, come to class with questions and help me make this course

even better.

+ We are all adults and should behave as adults.

+ Attend class regularly, participate frequently.

+ Take advantage. I mean it. Leverage the knowledge and experience the guest

speakers and I have to share.

+ Come to class with questions.

+ I value feedback, positive or otherwise. Help me make this course even better.

+ It’s not a lecture, it is a conversation.

+ But I do expect your attention.

+ This room is in the basement. It is dingy, it needs some excitement.

11

ARETHA CAN SING, AND GIVES GREAT ADVICE.

SHOW RESPECT,AND ALWAYS THINK

12

COURSE INTRODUCTIONWHAT TO EXPECT THIS SEMESTER

LOOKING AT THE SYLLABUS + SCHEDULE

What can you expect this semester? How will this class apply to your time here at

Marquette and your profession in the near future?

+ Explore the impact of social media.

+ Study it’s application in marketing, advertising and public relations.

+ Build a firm foundation and understanding of the core concepts, channels

strategies and tactics to successfully use social media.

+ What about grading...

AT THE END OF THE SEMESTER...

+ Will have a developed a social media strategy for a local business / organization.

+ Will have an understanding of how social media can stand on its own, or

integrated into other campaigns + strategies.

+ Will have a very strong, personal digital presence.

+ Will have had the opportunity to network with local companies and leaders.

13


SOCIAL MEDIA HAPPENS IN REAL-TIME

That means that the course syllabus and schedule may change a bit. Occasionally

guest speakers need to reschedule, a new network is born or a great campaign is

executed.

+ Occasionally we will use our remaining time to discuss key events happening in

the world of social media or examples and case studies of companies doing

things well, or horribly wrong.

+ If you are interested in a specific topic or happening feel free to e-mail me prior

to class and we can work it into the conversation.

14

01 NETWORKS 02 ENGAGEMENT 03 STRATEGY 04 MONITORING 05 MEASUREMENT


FIRST HALF OF THE SEMESTER SECOND HALF OF THE SEMESTER

A LOT HAS CHANGED, IN VERY LITTLE TIMETHE STATE OF SOCIAL MEDIA

16

http://www.youtube.com/watch?v=TXD-Uqx6_Wk

http://www.youtube.com/watch?v=TXD-Uqx6_Wk

17

SOCIAL MEDIAREALLY HAS CHANGEDEVERYTHING

18

“It is not the strongest of the species that survives; nor the most intelligent that survives. It is the one that is most adaptable to change.”

19

SOCIAL MEDIAISN’T A CAMPAIGN, OR A NETWORK, IT IS A RELATIONSHIP

20

THE STATE OF SOCIAL MEDIASOCIAL MEDIA REALLY HAS CHANGED EVERYTHING

01 BROADCASTONE-WAY

02 INTERNET

TWO-WAY

03 SOCIAL MEDIA

MULTI-WAY

22

SOCIAL MEDIAIS A LOT LIKE ACOCKTAIL PARTY

23

THE STATE OF SOCIAL MEDIAA LOOK AT THE NETWORKS

0

300

600

900

1200

Facebook YouTube Google+ LinkedIn Tumblr Twitter Instagram Flickr Pinterest Reddit Wordpress SlideShare Foursquare MySpace StumbleUpon

2533335066707087130

200216238

343

1,000

1,150

MONTHLY ACTIVE USERS (MILLIONS)

Source: August 2013, http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

24

THE STATE OF SOCIAL MEDIANETWORKS: FACEBOOK

Over 1.1 billion active users. More than half of them access it via

mobile and 33% use it as their primary means to connect.

80% of Facebook users prefer to connect with a brand via the

Facebook platform.

More than 20% of online buyers found Facebook pages

“influential” or “extremely influential,” when making purchase

decisions.

Facebook users share more than 500 million photos a day.

FACEBOOK

25

THE STATE OF SOCIAL MEDIANETWORKS: FACEBOOK

Over 1.1 billion active users. More than half of them access it via

mobile and 33% use it as their primary means to connect.

80% of Facebook users prefer to connect with a brand via the

Facebook platform.

More than 20% of online buyers found Facebook pages

“influential” or “extremely influential,” when making purchase

decisions.

Facebook users share more than 500 million photos a day.

FACEBOOK

EVERY SECOND ON THE INTERNET THERE ARE:

52,083 LIKES

26

THE STATE OF SOCIAL MEDIANETWORKS: TWITTER

30% of Twitter users are in the U.S. and more than 86% of B2B

consumers use the platform.

Twitter is the go-to platform for breaking news and real-time

information. The world learned about the passing of Whitney

Houston 27 mins before traditional news sources.

Twitter processes more than 1.6 billion searches per day and

rivals Google / YouTube as a major search engine.

Of Twitter users surveyed, nearly 40% said they’ve received

news they would not have found elsewhere.

TWITTER

27

THE STATE OF SOCIAL MEDIANETWORKS: TWITTER

30% of Twitter users are in the U.S. and more than 86% of B2B

consumers use the platform.

Twitter is the go-to platform for breaking news and real-time

information. The world learned about the passing of Whitney

Houston 27 mins before traditional news sources.

Twitter processes more than 1.6 billion searches per day and

rivals Google / YouTube as a major search engine.

Of Twitter users surveyed, nearly 40% said they’ve received

news they would not have found elsewhere.

TWITTER


3,935 TWEETS

28

THE STATE OF SOCIAL MEDIANETWORKS: YOUTUBE

More than 1 billion users visit YouTube each month and watch

more than 6 million hours of video.

More than 100 hours of video are uploaded to YouTube every

minute.

Google provides YouTube videos within search results and

drives more than 25% of the site’s traffic and viewership.

Mobile makes up more than 25% of YouTube's global watch

time, more than one billion views a day.

YOUTUBE

29

THE STATE OF SOCIAL MEDIANETWORKS: YOUTUBE

More than 1 billion users visit YouTube each month and watch

more than 6 million hours of video.

More than 100 hours of video are uploaded to YouTube every

minute.

Google provides YouTube videos within search results and

drives more than 25% of the site’s traffic and viewership.

Mobile makes up more than 25% of YouTube's global watch

time, more than one billion views a day.

YOUTUBE


46,333 VIEWS

30

THE STATE OF SOCIAL MEDIANETWORKS: INSTAGRAM

As of August 2013, the service has more than 130 million active

users, nearly 50% reside in the U.S. (and their mobile)

More than 16 billion photos have been shared on the platform

and more than 45 million more are posted each day.

There are 8,500 likes per second on Instagram and over 1,000

comments are made per second.

INSTAGRAM

31

THE STATE OF SOCIAL MEDIANETWORKS: INSTAGRAM

As of August 2013, the service has more than 130 million active

users, nearly 50% reside in the U.S. (and their mobile)

More than 16 billion photos have been shared on the platform

and more than 45 million more are posted each day.

There are 8,500 likes per second on Instagram and over 1,000

comments are made per second.

INSTAGRAM


463 PHOTOS

32

THE STATE OF SOCIAL MEDIANETWORKS: PINTEREST

Women still constitute 80% of Pinterest users and data shows

nearly 6 out of 10 users are women, aged 25-44.

25% of all female internet users in the U.S. use Pinterest,

compared to just 5% male web users.

Pinterest and Tumblr are among the “stickiest” social media

sites, each accounting for, on average, 89 minutes of time

spent per month per user.

Over 80% of pins are repins of existing content on the site.

PINTEREST

TUMBLR

33

THE STATE OF SOCIAL MEDIANETWORKS: TUMBLR

As of August 2013, Tumblr has over 130 million blogs and

nearly 60 billion posts.




Hispanics and African-Americans make up 29% of Tumblr’s

audience, and 19% of the visitors are Hispanic which is is

almost twice the Internet average.

TUMBLR

34

THE STATE OF SOCIAL MEDIANETWORKS: TUMBLR

As of August 2013, Tumblr has over 130 million blogs and

nearly 60 billion posts.




Hispanics and African-Americans make up 29% of Tumblr’s

audience, and 19% of the visitors are Hispanic which is is

almost twice the Internet average.


833 POSTS

35

THE STATE OF SOCIAL MEDIANETWORKS: BLOGS

A blog provides an easily updated platform for branded

content. Wordpress powers nearly 70 million blogs worldwide.

Frequently updated content results in favorable links in the

major search engines and gives consumers a reason to return.

Developing branded or user-generated content within the blog

will drive increased traffic from organic search results.

Google favors sites built on speed and assigns authority based

on the author which will benefit your brand in SERPs.

BLOGS

36

10 YEARS AGO SKYPE, FACEBOOK, YOUTUBE, REDDIT, TWITTER, TUMBLR, DROPBOX, AND INSTAGRAM DIDN'T EXIST.

20 YEARS AGO THERE WERE ONLY 130 WEBSITES TOTAL, GOOGLE WASN'T EVEN AROUND YET, AND YOU HAD TO PAY FOR AN EMAIL ACCOUNT THROUGH AN ISP.

30 YEARS AGO THERE WAS NO INTERNET.

38

SEARCH IS SOCIAL,RELEVANT AND PERSONALIZED

39

THE STATE OF SOCIAL MEDIASEARCH IS SOCIAL

0

20

40

60

80

100

Google Twitter Bing Yahoo

22.7

28.7

48

100NETWORK SEARCHES PER MONTH (BILLIONS)

40


Social media continues to influence how we search, as well

as traditional search results.

+ YouTube is the 2nd largest search engine and should

contain brand related, and user-generated, content.

41






+ Twitter provides a great opportunity to search for

content, news, or ask questions.

42






+ Twitter provides a great opportunity to search for

content, news, or ask questions.

+ Search engines are personalizing results based on

your social graph. The content is trusted and acts as a

personal recommendation.

44

THE STATE OF SOCIAL MEDIASOCIAL IS MOBILE

45


MOBILE IS SOCIAL,WHERE WE START AND END OUR DAYS

46


All

Mobile

0 400 800 1,200

MONTHLY ACTIVE FACEBOOK USERS (MILLIONS)

1.15 BILLION

819 MILLION

Source: June 2013, http://newsroom.fb.com/Key-Facts

http://newsroom.fb.com/Key-Facts

http://newsroom.fb.com/Key-Facts

47


Move beyond marketing and encourage customers to

share and commemorate their experience.

+ Consumers create content that influence their friends,

family, and networks.

+ Upload photos, and share them across popular social

networks.

+ Tag, pin, share the best content with your

communities - giving proper attribution.

+ Explore networks like Foursquare and Yelp for local

connections and opportunities.

AUGUST 26, 2013ASSIGNMENT(S)

49

ASSIGNMENTSDUE BY AUGUST 28, 2013

SIGN-UP FOR TWITTER

Some of you may already have an account, some of you may not. Either way, everyone

will need to have a public, personal account on Twitter for this class.

+ Create you Twitter account, tweet at me with #ADPR4300 hashtag.

+ Follow people (@MarquetteU, @DJenders, classmates).

+ Make sure your profile is public, create a bio, customize look / feel.

CLASS SURVEY + OTHER ASSIGNMENTS

+ Complete the class survey that is on D2L.

+ Check D2L for required readings.

+ Become an early adopter...

LETS TALK...CLASS DISCUSSION + QUESTIONS

welcome to emerging and social media, adpr4300 (session 1)

Business