Einführung in Facebook für das Seminar "Marktforschung: Social Media-Strategien in der Medienindustrie"

1. Seminar Marktforschung: SocialMedia-Strategien in der Medienindustrie WPF 7425c – Wintersemester 11/12 Prof. Dr. Sarah Spitzer, Marco Jakob, Online-Medien-Management

2. „Social Media = Tools that help connect people.“

3. Grundlagen: Social Media Social Media is a groupof internet-basedapplicationsthatbuild on theideologicalandtechnologicalfoundationsof Web 2.0, andthatallowthecreationandexchangeof User Generated Content (Kaplan & Haenlein 2010) Meinungen, Kritik?

4. Die 1-9-90 Regel Heavycontributors IntermittentContributors Lurker

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

6. 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.

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

8. Online Social *

10. Social Network Sites

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

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

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

14. The Facebook vs. Foren

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

16. A World of Connections

17. A World of Connections

18. 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

19. Open Graph „$User gefällt SpiegelOnline“ „$User liest $Artikel auf SpiegelOnline“

20. Metriken für FB-Pages Reach The numberofunique People whohaveseenyour Post Engaged Users The numberufuniquePeopkewhohaveengagedwithyour Post People talkingabout The numberofpeoplewhohavecreated a storyfromyour Page Post Virality The numberofpeoplewhohavecreated a storyfromyour Page Post as a percentageofthenumberofuniquepeoplewho‘veseenit jakobm@hdm-stuttgart.de - 7425c Marktforschung Social Media

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

22. Facebook – Fan Engagement http://www.wired.com/epicenter/2011/03/fangager/

23. Facebook & Privatsphäre

24. Was bisher geschah…

25. Was bisher geschah…

26. „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). . Retrievedfrom 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!

27. 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-statistik-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/

28. Kontakt @marcojakob facebook.com/hdm.omm