Since social media are taking over the traditional media marketing strategies it is essential that practitioners in various areas of business understand the use and impact of social media technologies. A new course at the University of Gdansk will specifically focus on how social media is changing media and the marketing techniques used to promote and brand the company. The course will help students gain practical knowledge in the use of social media tools.

1. Social Media as communication and marketing tool University of Gdańsk – Spring 2010

3. Something is going on 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 3

4. Welcome to the course Today I will introduce you to the Social Media course. I will share the basic rules. We will discuss the basics of Social Media. If you have any questions, please ASK! 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 4

5. Short introduction 40AgileBloggerCoachCommunicationConsultantCreativeDirectorDutchEngineerFatherFunGdańskGOYELLOHonestHusbandOpen mindOpinionOutsourcingPartnershipPeter HorstenPositiveProject managerPrince2Social networkerSociologistSoftwareTrustTwitterUniversity of GdańskWeb 2.0Web applicationsWebdevelopment 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 5

6. Why are you here? Your background, interests, experience and expectations 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 6

7. All aboutthiscourse 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 7

8. Our questions What is the impact of social media? (today) How to use social media for a successful communication and marketing strategy? (2ndlecture) How to define a social media strategy? (3rd lecture) What is the effect of social networking? (4th lecture) What is the impact of microblogging? (5th lecture) How to setup a social media campaign? (6th lecture) How to manage social media and its trends? (7th lecture) 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 8

9. Purpose and Objectives Among others: Answering the above mentioned questions. And learn and experience: What is social media. How is social media changing collaboration, communication and marketing. What social media tools are available. How to use social media tools. How to use filters to make sense of social media. How to engage in an online public debate. How to make yourself/your company more visible online. 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 9

10. Class rules Course language: English Bi-weekly Be prepared Participate, communicate & experience ! Feel free to ASK! Learn as much as possible! Feel free to contact me: peter.horsten@goyello.com,664486848, @PetersOpinion 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 10

11. Divide into 5 groups 25 people, 5 groups Every lecture 5 group presentations Means every student presents once Each group will focus on one industry, you may choose from: Technology Retail Finance Entertainment Professional services Medical Government 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 11

12. Document management Basicallythiswillbeour blog! Let’sthink out a nice name Currently: http://socialmedia.goyello.com 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 12

13. Course terms 100 points available: 25 points for presentationsonselected topic 25 pointsfor blog postsonselected topic 30 pointssocial media campaignforselectedcompany 20 points based on presence / participation 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 13

14. Just a successful example 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 14

15. Just an example: Dell already earned $6.5 mln thanks to Twitter only

16. They are everywhere

19. Best deals and promotions

20. Announce new events

21. Customer service

22. For sure something is changing 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 22

23. The Traditional advertising model Consumer Advertiser

24. ………has dramatically changed

25. Todayit’saboutengagingCustomers want to interact Conversation Word of mouth People Visibility Transparancy Pull Retweet Link to posts Link people Comment Reply

26. Youwill have to keep aneyeonit - Everybody is watching Questions Respect Compliments Relevance Opinions Guidelines Complaints Reactfast!

27. Some useful tools Which we will use as well! 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 27

28. These may help you manage your brand and engagewithyourcontacts

29. Multiple network managers

30. Next time 5 presentations 5 blog posts Social media as a part of successful communication/branding and marketing strategy. The mix of social media tools in the company marketing and communication strategy Case studies of selected companies/institutes that use social media in their marketing strategy (Dell, Starbucks, Amazon) compared to Polish companies/institutes. 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 30

31. Homework Setup a Twitter profile and follow each other Register at our blog: http://socmedia.goyello.com Set up/update another profile at one of the social media sites like Facebook, LinkedIn, Flickr, YouTube Connect with eachother Write a blog post about a hot social media trend within your group’s industry Group presentation and post 2nd lecture’s subject Reading: The wealth of networks, Chapter 1, http://yupnet.org/benkler/ 16 February 2010 Peter Horsten | University of Gdańsk | Social Media course 31

32. Contact data Feel free to contact and follow! Contact details: @ peter.horsten@goyello.com  +48 664 48 68 48  http://goyello.com  http://blog.goyello.com http://petersopinion.com http://twitter.com/PetersOpinion http://www.linkedin.com/in/peterhorsten http://www.facebook.com/peter.horsten http://petersopinion.posterous.com/