Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

WPF 7425c – Wintersemester 11/12Prof. Dr. Sarah Spitzer, Marco Jakob,

Online-Medien-Management

„Social Media = Tools that help connect people.“

Grundlagen: Social MediaSocial Media is a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content

(Kaplan & Haenlein 2010)

Meinungen, Kritik?

Die 1-9-90 RegelHeavy contributors

Intermittent Contributors

Lurker

Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.

For marketing and brand managers, three important conclusions can be made from this research: • Social media must be an integrated and incremental

component of any marketing campaign; • Heightened focus must be placed on interacting with

social media Producers and turning them into fans; and

• Greater effort must be put towards evolving audiences to become Producers.

http://vanished-omen.tumblr.com/post/3543187596

Online Social *

Social Network Sites

We define social network sites as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.

Boyd, D. M., & Ellison, N. B. (2008)

…construct a public or semi-public profile within a bounded system

…articulate a list of other users with whom they share a connection,

…view and traverse their list of connections and those made by others within the system.

The Facebook vs. Foren

http://netzpolitik.org/2011/das-neue-facebook-nix-wie-raus-hier/

A World of Connections

A World of Connections

Facebook• Facebook ist ein „Online Social Network“• Der Nutzer hat diverse Grundfunktionen:– Wall/Timeline (Edgerank/ OpenGraph)– Nachrichten, Instantmessaging– Photoalben– Apps

• Facebook kann die Erde in Richtung Sonne ziehen

Open Graph

„$User liest $Artikel auf SpiegelOnline“

„$User gefällt SpiegelOnline“

jakobm@hdm-stuttgart.de - 7425c Marktforschung Social Media

Metriken für FB-Pages

• Reach– The number of unique People who have seen your Post

• Engaged Users– The number uf unique Peopke who have engaged with your Post

• People talking about– The number of people who have created a story from your Page

Post• Virality

– The number of people who have created a story from your Page Post as a percentage of the number of unique people who‘ve seen it

Facebook: Zahlen• Aktive Nutzer in Deutschland: 21.234.180• Aktive Nutzer Weltweit: 760.280.000 (9.2011)

Facebook – Fan Engagement

http://www.wired.com/epicenter/2011/03/fangager/

Facebook & Privatsphäre

Was bisher geschah…

Was bisher geschah…

„Hausaufgaben“• Busemann, K., & Gscheidle, C. (2011). Web 2.0: Aktive Mitwirkung

verbleibt auf niedrigem Niveau. Media Perspektiven, (7-8), 360-369.• Soziale Netzwerke - Eine repräsentative Untersuchung zur Nutzung

sozialer Netzwerke im Internet. (2011, November 5). . Retrieved from http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke.pdf

• Goel, S., Broder, A., Gabrilovich, E., & Pang, B. (2010). Anatomy of the long tail. Proceedings of the third ACM international conference on Web search and data mining - WSDM ’10 (p. 201). New York, New York, USA: ACM Press. doi:10.1145/1718487.1718513

• Alles in Moodle!

Links:• http://www.wired.com/magazine/2011/09/ff_google_horowitz/all/1• http://mashable.com/2011/10/09/top-facebook-brands-talking-about/• http://www.thomashutter.com/index.php/2011/10/facebook-neue-statisti

k-features-fur-facebook-seiten-wie-viele-fans-unterhalten-sich-uber-meine-seite/

• http://allfacebook.de/tutorials/facebook-pages-offizieller-guide-zu-den-neuen-facebook-insights-download

• http://www.simplyzesty.com/social-media/50-social-media-case-studies-worth-bookmarking/

• http://www.famecount.com/• http://www.socialbakers.com/

Kontakt

@marcojakobfacebook.com/hdm.omm