Here's the presentation I used concerning Social Media, in het course of Online Publishing, MA Cultural Studies, Catholic University of Leuven.

1. Social media
Online Publishing, 2012 Caroline Stockman

2. Social media
What?
A definition
Social media are primarily Internet- and mobile-based tools
for sharing and discussing information among human beings
www.creativemediafarm.com/information/glossary
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

3. Social media
What?
Examples
• Social networking: Facebook, Myspace, Linkedin,...
• Sharing: Youtube, Flickr, Picasa, deviantArt, Scribd, PianoFiles...
• Blogs: LiveJournal, OpenDiary, Vox, Wordpress, Edublogs,...
• Microblogs: Twitter
• Social bookmarking: Delicious, CiteULike,...

4. Social media
> social networking
Facebook
• launched Feb 2004
• CEO Mark Zuckerberg, CA, USA
• 1.000.000.000 active users per month
• 4.000.000.000 pieces of content shared per day

5. Social media
> social networking
Facebook
However:
• blocked Pakistan, Syria, Iran, Vietnam and China...
Few days in Egypt in 2011
• banned from several workplaces & schools
 Issue : Intellectual property & privacy

6. Social media
> social networking
> Issue
Copyright & privacy

7. Social media
> social networking
> Issue 3
Copyright & privacy
Sharing Your Content and Information
1. You own all of the content and information you post on Facebook, and you can
control how it is shared through your privacy and application settings. In addition: For
content that is covered by intellectual property rights, like photos and videos ("IP
content"), you specifically give us the following permission, subject to your privacy and
application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-
free, worldwide license to use any IP content that you post on or in connection with
Facebook ("IP License"). This IP License ends when you delete your IP content or your
account unless your content has been shared with others, and they have not deleted it.

8. Social media
> social networking
> Issue 3
Copyright & privacy
Sharing Your Content and Information
1. You own all of the content and information you post on Facebook, and you can
control how it is shared through your privacy and application settings. In addition: For
content that is covered by intellectual property rights, like photos and videos ("IP
content"), you specifically give us the following permission, subject to your privacy and
application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-
free, worldwide license to use any IP content that you post on or in connection with
Facebook ("IP License"). This IP License ends when you delete your IP content or your
account unless your content has been shared with others, and they have not deleted it.

9. Social media
> social networking
> Issue 3
Copyright & privacy
Sharing Your Content and Information
1. You own all of the content and information you post on Facebook, and you can
control how it is shared through your privacy and application settings. In addition: For
content that is covered by intellectual property rights, like photos and videos ("IP
content"), you specifically give us the following permission, subject to your privacy and
application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-
free, worldwide license to use any IP content that you post on or in connection with
Facebook ("IP License"). This IP License ends when you delete your IP content or your
account unless your content has been shared with others, and they have not deleted it.
2. When you delete IP content, it is deleted in a manner similar to emptying the recycle
bin on a computer. However, you understand that removed content may persist in
backup copies for a reasonable period of time (but will not be available to others).

10. Social media
> social networking
> Issue 3
Copyright & privacy
Sharing Your Content and Information
1. You own all of the content and information you post on Facebook, and you can
control how it is shared through your privacy and application settings. In addition: For
content that is covered by intellectual property rights, like photos and videos ("IP
content"), you specifically give us the following permission, subject to your privacy and
application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-
free, worldwide license to use any IP content that you post on or in connection with
Facebook ("IP License"). This IP License ends when you delete your IP content or your
account unless your content has been shared with others, and they have not deleted it.
2. When you delete IP content, it is deleted in a manner similar to emptying the recycle
bin on a computer. However, you understand that removed content may persist in
backup copies for a reasonable period of time (but will not be available to others).

11. Social media
> social networking
> Issue 1
Copyright & privacy
deviantART does not claim ownership rights in Your Content. For the sole
purpose of enabling us to make your Content available through the
Service, you grant to deviantART a non-exclusive, royalty-free license to
reproduce, distribute, re-format, store, prepare derivative works based on,
and publicly display and perform Your Content.

12. Social media
> social networking
Golden Rule
Social media
-informal
-fast
-public

13. Social media
> social networking
Golden Rule
Social media
-informal
-fast
-public
Nothing online is absolutely private.
Be careful what & where you publish on the internet.

14. Social media
> social networking
Linkedin
http://www.linkedin.com/

15. Social media
> social marketing
Social marketing
Synonyms
Social media marketing
Social media optimization (SMO)
Social media campaign
Online reputation management
Definition
A form of marketing which uses social media to promote a new product, a brand, a
company, to enhance the company's reputation, to boost sales, etc.
SO: everyday marketing, via blogs, twitters, networksites, etc.

16. Social media
> social marketing
Case study: Ikea
- Website (www.ikea.com)
- wikipedia page (http://en.wikipedia.org/wiki/IKEA )
- https://www.ikeafamilylive.com/en/
- http://www.ikeahackers.net/
- http://www.ikeafans.com/
- ...
- IKEA fan page on facebook
- "Everytime I go to IKEA I steal the little wooden pencils!" group

17. Social media
> social marketing
Case study: Ikea

18. Social media
> social marketing
Case study: Ikea

19. Social media
> social marketing
Case study: Ikea
- 2009. Ikea's Malmo store campaign:
facebook profile for store manager (Gordon Gustavsson)
 in photo album, images from IKEA furniture
 first person to tag their name to a product in a
photo, wins that piece of furniture
Result: more people asked for more pictures, more things to win
 more & more pictures = more & more publicity
http://creativity-online.com/work/ikea-facebook-showroom/17962
http://www.youtube.com/watch?v=0TYy_3786bo

20. Social media
> social marketing
Case study: Beer festival
http://afullerview.wordpress.com/2009/06/12/cheers-to-social-media-a-

21. Social media
> social marketing
Case study: Beer festival
232 followers MAAR ReTweets : Twitter audience 6x
23 confirmed attendees: underperformed expectation
within 48 hours: page one on Google
sold 856 tickets (114% above target). 24742 unique visitors

22. Social media
> social marketing
Case study: Beer festival
Result:
1350 attended the event (target was 1000)
63% were a result of social media marketing
£571 revenue per hour spent on social media
£11,41 for each £1 spent on social media
Twitter = best performance

23. Social media
> personal promotion
Personal promotion
- 'marketing' to be recognised as an expert
- The Obama campaign
• Facebook: 3.000.000 fans (vs McCain 600.000)
• Myspace: 850.000 fans (vs McCain 200.000)
• private social network My.BarackObama.com (1.000.000 members)
• Youtube channel
 140.000 subscribers (Martha Stewart: 4000 subscribers)
 20.000.000 channel views (AC/DC 1.200.000 channel views)
 2000 videos uploaded (Oprah: 80 videos)
• Flickr
• Twitter
Average numbers!
• etc.

24. Social media
> social marketing
Twitter
- Microblogging. "What are you doing now"
Obama, Oprah, John Edwards, Shaquille O'Neille, John Cleese,
Al Gore, Demi Moore, Arnold Schwarzenegger, David Mitchell,
Jamie Oliver, Coldplay, Britney Spears, Paris Hilton ...
- Social marketing / personal promotion
- Incentive based tweeting

25. Social media
> Twitter
> social marketing
Case study: Moonfruit
- free website building service
- 2009 campaign: put #moonfruit in a tweet
randomly selected user would win Macbook/day
- ! no limits in number of mentions
http://www.moonfruit.com/

26. Social media
> Twitter
> social marketing
Case study: Moonfruit
200.000 mentions per day
Website gained 600% new traffic
Website service 100% new sign up
http://twitter.com/moontweet

27. Social media
> social marketing
Ethics of marketing?
Does the end justify the means?
Is it proper use of the social dynamics online?
Would it be okay for Twitter/Facebook/etc. to intervene?

28. Social media
> social marketing
Free speech?
Is it OK for governments to censor content?
Is it OK for social media platforms to censor content?

29. Social media
> back then
http://www.dutchcowboys.nl/advertising/20480

30. Social media
Meer informatie
Pay with a tweet (incentive based tweeting)
A friend's tweet could be an ad (ethics of incentive based tweeting)
Marten, de ijscoman (social media marketing)
Facebook en privacy 2.0
The Obama campaign (personal promotion) Here as well
http://twitter.com/moontweet