Social Media in Graphic Arts

4/24/2013

New Business Opportunities with Social Media

Chris Bondy Gannett Distinguished Professor Administrative Chair, School of Media Sciences

What Is Social Media?

Social Media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Wikipedia

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Creation/Exchange of User Content

Roots of Social Media are the Bulletin Board

A bulletin board (pinboard, pin board, noticeboard, or notice board in British English)

… a surface intended for the posting of public messages, University for example, to advertise items Bulletin wanted or for sale, announce Board events, or provide information.

Grocery Store Bulletin Board

History of Social Media

Corkboard to Computer (Computer, Modem, BBS software)

Community Memory was launched in August, 1973 Berkeley, California, using hardwired terminals located in neighborhoods. This system allowed the user to type messages into a terminal after inserting a coin, and offered a "pure" bulletin board experience with public messages only (no email or other features). It did offer the ability to tag messages with keywords, which the user could search on.

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First Bulletin Board System (BBS)

The first public dial-up BBS was developed by Ward Christensen and Randy Suess. During the Great Blizzard of 1978 in Chicago, the two began preliminary work on the Computerized Bulletin Board System, or CBBS. CBBS went online on February 16, 1978 in Chicago, Illinois. CBBS reportedly connected 253,301 callers before it was finally retired. 5 © 2013 Chris Bondy, RIT – School of Media Sciences

Social Media Recent History

• 1997: AOL launched Instant Messaging (AIM) • 1999: Blogging websites like LiveJournal or Blogger • 2000: Wikipedia • 2002-2004: Friendster, first website of its kind to obtain 1 million users • MySpace attracts 1 million young adults in the first month • Facebook is launched targeting college students • 2005: Youtube Video • 2006: Twitter • 2007: Tumblr • 2008: Groupon • 2009: Foursquare • 2011: Google+ • 2012: Pinterest

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Texting Takes Off

• SMS jumped from an estimated 1.8 trillion in 2007 to 6.1 trillion in 2010 • At an average cost of seven cents per message, SMS traffic generates approximately $14,000 every second • Active users in Europe: 80% (Ahead of U.S.)

Source: ITU, the information technologies and communication arm of the United Nations (UN),

• More than 900 million active users as of May 2012 • 50% of active users log on to Facebook on any given day • Average user has 130 friends • People spend over 700 billion minutes per month on Facebook • 152 million users in Europe • If Facebook was a country, it would be the world’s 4th largest

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• LinkedIn has over 200 million members in 200 countries • 172,000 New members join LinkedIn every day • 39 million users in Europe

• Twitter has over 500,250,000 registered users September 2012 • New users are signing up at the rate of 150,000 per day • 180 million unique visitors come to the site every month • Twitter users are, in total, tweeting an average of 55 million tweets a day—this is more than 8,900 tweets per second • Of Twitter’s active users, 41 percent use their phone to tweet • One in five (20%) tweets posted on Twitter contains some type of inquiry or information about a specific product or service that is brand- related. (Study by a research team at Penn State University)

Source: Twitter, September 2012

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YouTube • YouTube views exceed 4 billion per day March 2012 • Nearly double the prime-time audience of all 3 major U.S. broadcast networks combined • 60 hours of video are uploaded every minute • The average person spends 15 minutes a day on YouTube • More video is uploaded to YouTube in 60 days than all three major U.S. networks created in 60 years • 70% of YouTube’s traffic comes from outside the U.S.

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What is Social Media Today

Many different forms: magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking. By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme in their Business Horizons (2010) article, with six different types of social media: 1. Collaborative projects (e.g. Wikipedia) 2. Blogs and microblogs (for example, Twitter) 3. Content communities (for example, YouTube and DailyMotion) 4. Social networking sites (for example, Facebook) 5. Virtual game worlds (e.g. World of Warcraft) 6. Virtual social worlds (e.g. Second Life) Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music- sharing, crowdsourcing and voice over IP, to name a few. Many of these services can be integrated via social network aggregation platforms. Social media network websites include sites like Facebook, Twitter, Viadeo, Vkontakte, Hyves, Tuenti, Dreams village, Bebo, Daniel's World and MySpace.

Types of Twitter I’m eating bacon

Social Facebook I like bacon Media LinkedIn I have skills including eating bacon Types This is where I eat bacon and Foursquare Bacon YouTube Watch me eat bacon Instagram Here’s a vintage photo of my bacon

Pintrest Here’s a recipe with bacon

Google+ I work for Google and eat bacon

LastFM I'm listening to music about bacon

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Social Media Requirements: Software Application Hardware “App”

Social Media Strategy

• Social Media enables a two-way conversation • Therefore you need to align the intended audience with the relevant content to enable the conversation to begin

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Honeycomb Framework of Social Media • Identity: Extent to which users reveal their identities in a social media setting. • Conversations: Extent to which users communicate with other users in a social media setting • Sharing: Extent to which users exchange, distribute, and receive content. • Presence: Extent to which users can know if other users are accessible. • Relationships: Extent to which users can be related to other users. • Reputation: Extent to which users can identify the standing of others, including themselves, in a social media setting. • Groups: Extent to which users can form communities and sub- communities.

SECTION 1

The Honeycomb of Social Media

Kietzmann, J.H., Hermkens, K., McCarthy, I.P., Silvestre, B.S., 2011. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons 54, 241-251.

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LinkedIn’s Focus

Facebook’s Focus

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YouTube’s Focus

Foursquare’s Focus

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Social Media Campaign Workflow

Social Media Campaign Workflow Overview

Assess Your Determine Who Your Develop Your Project/Business Target Audience Is Offer Strategy

Select Social Media Demographics Deploy The Push Platform: - Age? Strategy - Short Blog - Gender? - (Push) Create - Long Blog - Tech- and Maintain - Video Experience? your Offers. - Audio - Income? Pull - Image - Education? - (Pull) Build and - Other Promote your Valued Content

Review Results (Data) To Determine Success & Re-evaluate

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What is your strategic objective?

Assess Your Determine Who Your Develop Your Project/Business Target Audience Is Offer Strategy

Review Results (Data) To Determine Success & Re-evaluate

Social Media – Push

• Get users attracted to your to business by offering added value to only the social media followers. • Example: Providing "secret" information or offers to online social media community.

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Social Media – Pull

• Create a media site that has "value" (generates interest) to attract participants. • Value = like-interests, association, participation, shared opinions, feedback, useful information, notoriety • Example: Maru the Cat from Tokyo, Japan became a social media phenomenon on YouTube then throughout social media. His videos have been viewed over 188 million times. • Has gone onto publishing multiple books and DVDs.

Who is Your Target Audience?

Assess Your Determine Who Your Develop Your Project/Business Target Audience Is Offer Strategy

Review Results (Data) To Determine Success & Re-evaluate

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Who is Your Target Audience?

What social media platform(s) best match your campaign needs?

S.M. Type Objective S.M. App Reviews Getting information on object from user Yelp! LinkedIn, Flixster experiences Locator Locate objects that are desired Yelp! Music Find new music or premote your own Last.fm, Soundcloud, MySpace, music… Playlist.com Picture Update people with images Flickr, Pintrest Location Keep track of locations and find other 4Square, Jiepang (china), people’s locations FullCircle, hotlist Video Share audio/video media.. Youtube, Vimeo Community Create communities of individuals with Facebook, hi5, Google+, LinkedIn, like-interests Yammer Short-Text Short constant updates Twitter Long –Text Long, thought out observations Audio Share music with common interest Podcasts Document Sharing resources/documentation Googe Docs, Dropbox,

Curation Amalgamating all social media Scoop.it, storify, Pintrest, resources

Demographics/Psychographics

• Who are you expecting to reach with these platforms? Figure out the Personas you need to connect with.

• Important Demographics to Consider: Age, Gender, Technological Know-How, Purchase History, Employment/Income, Location, Areas of Interest, Hobbies, Buying Habits, Artistic Taste, Cultural Interests, etc.

SPECIFIC DEMOGRAPHICS IMPORTANT TO YOUR CAMPAIGN

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Persona 1 Persona 2 Peter Marie Age: 21 Age: 51 Gender: Male Gender: Female Technological Know-How: Technological Know-How: Strong Moderate Occupation: Student Purchases: Running/Athletic Purchases: Online Media Paraphernalia, Misc. house (music, mags, movies...) products Location: New York, New Location: Madrid, Spain York Other: Has two boys in their 20's. Other: Jazz Music enthusiast Coaches young runners as who loves programming volunteer work.

Develop Your Campaign Offer?

Assess Your Determine Who Your Develop Your Project/Business Target Audience Is Offer Strategy

Review Results (Data) To Determine Success & Re-evaluate

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Develop Your Push/Pull Campaign

• Based on your demographics/psychographics, create promotions that will attract your specific audience and encourage them to share • Maintenance and regular posting/interaction is important for keeping people interested • Monitor the data of people coming in from social media to evaluate success and make continuous improvements

Social Media & Print

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Social Media and Web-to-Print

Relationship Status = Engaged = Web-to-Print Photo Book

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Integrated-Media: “Print-Plus” Value Chain

Simultaneous deployment of the right media at the right time in the right form to the right person!

Thank You! Q&A

Chris Bondy Gannett Distinguished Professor Administrative Chair, School of Print Media Rochester Institute of Technology [email protected] 585-475-2755