Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

  • Published on

  • View

  • Download

Embed Size (px)


Einfhrung in Facebook fr das Seminar "Marktforschung: Social Media-Strategien in der Medienindustrie"


<p>Seminar Marktforschung: Social Media-Strategien in der Medienindustrie</p> <p>Seminar Marktforschung: Social Media-Strategien in der Medienindustrie</p> <p>WPF 7425c Wintersemester 11/12Prof. Dr. Sarah Spitzer, Marco Jakob, Online-Medien-Management</p> <p>Hallo erst mal.</p> <p>1</p> <p>Social Media = Tools that help connect people.</p> <p>Social Media = Tools that help connect people.In diesem Seminar: ein Ausschnitt. Konzentration zunchst auf FB &amp; Twitter. Vorschlge werden gerne angenommen.</p> <p>2</p> <p>Grundlagen: Social Media</p> <p>Social 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 &amp; Haenlein 2010)</p> <p>Meinungen, Kritik?</p> <p>Kaplan, A. M., &amp; Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. doi: 10.1016/j.bushor.2009.09.003.Social Networks und Communitys als Chance fr Non-Profit-Organisationen -</p> <p>3</p> <p>Die 1-9-90 Regel</p> <p>Heavy contributors</p> <p>Intermittent Contributors</p> <p>Lurker</p> <p>1. Java A, Song X, Finin T, Tseng B. Why we twitter: understanding microblogging usage and communities. Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 workshop on Web mining and social network analysis. 2007. Available at: van Eimeren B, Frees B. Fast 50 Millionen Deutsche online Multimedia fr alle? Media Perspektiven. 2010;(7-8):334-349.3. Nielsen (2006) Participation Inequality: Encouraging More Users to Contribute</p> <p>4</p> <p>Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.</p> <p>Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.</p> <p>5</p> <p>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. </p> <p>6</p> <p></p> <p>7</p> <p>Online Social *</p> <p>8</p> <p></p> <p>9</p> <p>Social Network Sites</p> <p>(1) Facebook Profil,(2) Nchste Folie(3) bernchste Folie</p> <p>10</p> <p>construct a public or semi-public profile within a bounded system</p> <p>articulate a list of other users with whom they share a connection, </p> <p>view and traverse their list of connections and those made by others within the system. </p> <p>Darstellung des sozialen Netzwerkes hier meins auf Facebook. Farbig unterlegt sind Kontakte die alle miteinander vernetzt sind. Soviel sei verraten, die grte Gruppe sind Studienkollegen.</p> <p>13</p> <p>The Facebook vs. Foren</p> <p>14</p> <p></p> <p>A World of Connections</p> <p>A World of Connections</p> <p>17</p> <p>Facebook</p> <p>Facebook ist ein Online Social NetworkDer Nutzer hat diverse Grundfunktionen:Wall/Timeline (Edgerank/ OpenGraph)Nachrichten, InstantmessagingPhotoalbenAppsFacebook kann die Erde in Richtung Sonne ziehen</p> <p>Ellison, N. B., Steinfield, C., &amp; Lampe, C. (2007). The Benefits of Facebook Friends: Social Capital and College Students Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12(4), Facebook als Chance?</p> <p>18</p> <p>Open Graph</p> <p>$User liest $Artikel auf SpiegelOnline</p> <p>$User gefllt SpiegelOnline</p> <p>Subjekt Prdikat - Objekt</p> <p>19</p> <p>Metriken fr FB-Pages</p> <p>ReachThe number of unique People who have seen your PostEngaged UsersThe number uf unique Peopke who have engaged with your PostPeople talking aboutThe number of people who have created a story from your Page PostViralityThe number of people who have created a story from your Page Post as a percentage of the number of unique people whove seen it</p> <p> - 7425c Marktforschung Social Media </p> <p>Facebook: Zahlen</p> <p>Aktive Nutzer in Deutschland: 21.234.180Aktive Nutzer Weltweit: 760.280.000 (9.2011)</p> <p>Mrz 2011:Deutschland: 17,19 Mio. (+ 1,2 Mio. seit Februar 2011) Schweiz: 2,51 Mio.sterreich: 2,46 Mio.</p> <p>21</p> <p>Facebook Fan Engagement</p> <p></p> <p>22</p> <p>Facebook &amp; Privatsphre</p> <p>Was bisher geschah</p> <p>24</p> <p>Was bisher geschah</p> <p>25</p> <p>Hausaufgaben</p> <p>Busemann, K., &amp; Gscheidle, C. (2011). Web 2.0: Aktive Mitwirkung verbleibt auf niedrigem Niveau. Media Perspektiven, (7-8), 360-369.Soziale Netzwerke - Eine reprsentative Untersuchung zur Nutzung sozialer Netzwerke im Internet. (2011, November 5). . Retrieved from, S., Broder, A., Gabrilovich, E., &amp; 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:10.1145/1718487.1718513Alles in Moodle!</p> <p>Links:</p> <p></p> <p>Kontakt</p> <p>@marcojakob</p> <p></p> <p>28</p>


View more >