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Einführung in Facebook für das Seminar "Marktforschung: Social Media-Strategien in der Medienindustrie"
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“
[email protected] - 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