IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Welcome!Welcome!

Instructor-Instructor-Daniel SchillerDaniel Schiller

Key TerminologyKey Terminology

Social Media- Social Media- Media that uses web-based and/or mobile technologies to Media that uses web-based and/or mobile technologies to turn communication into an interactive dialogue.turn communication into an interactive dialogue.

Web 2.0Web 2.0- The post static web user interface- where web users are - The post static web user interface- where web users are actively engaged in creating and distributing web content.actively engaged in creating and distributing web content.

Blog(s)- Blog(s)- Web journal format, frequently updated in reverse chronological Web journal format, frequently updated in reverse chronological order with accessible, easily consumed ideas/content.order with accessible, easily consumed ideas/content.

Blogosphere- Blogosphere- TheThe larger blogger community and the unique content larger blogger community and the unique content they produce.they produce.

Mainstream Media- - Major print and broadcast outlets- may be snarkily Major print and broadcast outlets- may be snarkily referred to as ‘old skewl’ media.referred to as ‘old skewl’ media.

Content Aggregators- Media properties that rely on freemium content Media properties that rely on freemium content and/or feature and link to content from mainstream sources.and/or feature and link to content from mainstream sources.

A-list Bloggers- - Industry leading bloggers with large and/or influential Industry leading bloggers with large and/or influential followings.followings.

Links- Links- Imbedded html path to a reference source.Imbedded html path to a reference source.

MoreMore Key TerminologyKey Terminology

Permalink- Permalink- Unique blog entry- or article- with its own URL.Unique blog entry- or article- with its own URL.

Tag- Tag- Label used to organize blog content- very useful in identifying and Label used to organize blog content- very useful in identifying and searching for digital content.searching for digital content.

Influentials- Influentials- Blogosphere’s most effective channelers of trusted thought Blogosphere’s most effective channelers of trusted thought and opinion.and opinion.

Enthusiasts- Enthusiasts- Blogosphere’s issue advocates- unpaid champions of a Blogosphere’s issue advocates- unpaid champions of a topic or an issue.topic or an issue.

Blog Swarm- Blog Swarm- Major blogosphere activity around a particular issue.Major blogosphere activity around a particular issue.

PageRank AlgorithmPageRank Algorithm- Googlese - Googlese for the mathematical and numerical for the mathematical and numerical formula used to identify the supposed most relevant search topics- it’s formula used to identify the supposed most relevant search topics- it’s based on link analysis and is named after Google’s Larry Page.based on link analysis and is named after Google’s Larry Page.

Community or Custom Community- Community or Custom Community- Umbrella term for a site that is Umbrella term for a site that is exclusively devoted to a certain topic of interest for a highly niche exclusively devoted to a certain topic of interest for a highly niche audience.audience.

For DiscussionFor Discussion

As a group, let’s discuss the following:As a group, let’s discuss the following:

What is your current level of awareness around social What is your current level of awareness around social media employed in IMC?media employed in IMC?

• Effective use?Effective use?• Ineffective use?Ineffective use?

In your professional life have you worked on creating In your professional life have you worked on creating social media for IMC or integrating into existing plans?social media for IMC or integrating into existing plans?How would you describe your knowledge gaps in this How would you describe your knowledge gaps in this area?area?In what way would addressing your knowledge gaps help In what way would addressing your knowledge gaps help you professionally?you professionally?Upcoming reading assignment- media examples:Upcoming reading assignment- media examples:

• Mainstream Mainstream media blog reference• Blogger transparencyBlogger transparency• BusinessWeekBusinessWeek on how blogs will change business on how blogs will change business

communicationcommunication

The Media Consumption SurveyThe Media Consumption Survey Each of us is a consumer of media. As we begin our study of social media Each of us is a consumer of media. As we begin our study of social media

marketing, let’s look at our present consumption habits to determine our marketing, let’s look at our present consumption habits to determine our experiences and personal practices. We’ll re-group and discuss our experiences and personal practices. We’ll re-group and discuss our findings.findings.

Category:Category:• SocialSocial

BlogsBlogs Network SitesNetwork Sites Micro-blogging- TwitterMicro-blogging- Twitter Photo/video/file sharing etcPhoto/video/file sharing etc PodcastsPodcasts

• Traditional Traditional PrintPrint BroadcastBroadcast

Evaluating for:Evaluating for:• Products/PropertiesProducts/Properties•Frequency- this can Frequency- this can be daily, monthly etcbe daily, monthly etc

Conclusions:Conclusions:•Where is the bulk of Where is the bulk of your media time spent?your media time spent?•What about you as a What about you as a consumer?consumer?

Links Drive TrafficLinks Drive Traffic

How do links drive traffic and build influence?How do links drive traffic and build influence?More active links = more trafficMore active links = more trafficSelf perpetuatingSelf perpetuatingGoogle PageRank assumes influence based on the Google PageRank assumes influence based on the number of linksnumber of linksNot all links are created equalNot all links are created equal

• Consider the sourceConsider the source• Role of minor influencersRole of minor influencers• Situational and topical linksSituational and topical links

Comments- drive and result from linksComments- drive and result from links

Influence- Whatever That MeansInfluence- Whatever That Means

In general Influencers are the small slice of top bloggers, In general Influencers are the small slice of top bloggers, generally with expertise in their area. But not always. generally with expertise in their area. But not always. Consider:Consider:

Influence can come from many sources- not just blogsInfluence can come from many sources- not just blogs How do you measure this?How do you measure this?

• Size of audience/network?Size of audience/network?• Consider marketplace competitive landscapeConsider marketplace competitive landscape• Small is the new Big?Small is the new Big?

Example- Drudge ReportExample- Drudge Report• Simple worksSimple works• Effective traffic driverEffective traffic driver• NYT article (handout)NYT article (handout)

The Client Selection ProcessThe Client Selection Process

Part of this course requires students to select a client with whom Part of this course requires students to select a client with whom they will ‘work’ to produce a custom community, as well as a full they will ‘work’ to produce a custom community, as well as a full scale social media marketing plan.scale social media marketing plan.

GuidelinesGuidelines ParametersParametersForrester Research toolForrester Research tool