4. Important dates
• Webinar 1 – January 11, 10am-12noon
• Webinar 2 – January 11, 2pm-4pm
• Webinar 3 – January 14, 10am – 12noon
• Tutorial – January 14, 12noon – 1pm
• Assignment due – January 22, 6pm (ONLINE, on
www.kathonewmedia.wordpress.com)
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5. Course aims
• Present the social media landscape and its evolution.
• Present and discuss the challenges that the emergence of new media (web 1.0 to
web 4.0 and social media) pose to marketing and communications
• Present and discuss the implications of uses of social and digital media for
organisations, governments and individuals including practitioners (skills, trust,
digital divide)
• Outline the fundamental elements of a marketing and communications strategy
• Explain how strategy can be applied to online communicative efforts (including
marketing)
• Expose students to the market expectations and requirements such as research
and social media audits required to drive strategic insight
• Increase students’ awareness of the risks and opportunities that the new media
offers
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6. • The webinars, like lectures, serve as pointers
• Please ensure that you read and view all the
materials referred to in these slides
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8. Today’s webinar
• Quick overview of the development of the
Internet and social media.
• Definition of web/social media specific terms
• Web culture theories and concepts and their
implications for individuals, society and
organizations.
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29. • Increased consumer skepticism
• Businesses are enthusiastic about adopting the
web but do not always know how
• Communicators see the social web (and its
measurement) as their biggest challenge
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32. www.anaadi.net | www.quadriga.eu 32
https://www.youtube.com/watch?v=547VaUmpTVY https://www.youtube.com/watch?v=5d7Ka0easUM&feat
ure=youtu.be
Skim thorough the European Communication Monitor and Asia-Pacific
Communication Monitor and check the future of media sections.
www.communicationmonitor.eu and www.communicationmonitor.asia
Day 3
38. Blanchard, O. (2010) Greenpeace vs Nestle: How to make sure your Facebook page doesn‘t
become a PR Trojan horse / part 1. Availabe from:
https://thebrandbuilder.wordpress.com/2010/03/22/greenpeace-vs-nestle-how-to-make-sure-
your-facebook-page-doesnt-become-a-pr-trojan-horse-part-1/
Owyang, J. (2010) Crisis Planning: Prepare Your Company For Social Media Attacks. Available
from: http://www.web-strategist.com/blog/2010/03/22/prepare-your-company-now-for-social-
attacks/
Ionescu-Somers, A. & Enders, A. (2012) How Nestlé dealt with a social media campaign against
it. Financial Times. Available from: http://www.ft.com/cms/s/0/90dbff8a-3aea-11e2-b3f0-
00144feabdc0.html#axzz3pmzyopql
Ridings, M. (2010) Nestle / Facebook / Greenpeace timeline (in process). Available from:
http://techguerilla.com/nestle-facebook-greenpeace-timeline-in-process/
Support & Dissent
39. Loyalty & Competition
(2010) Gap scraps logo redesign after protests on Facebook and Twitter. Available from:
http://www.theguardian.com/media/2010/oct/12/gap-logo-redesign
43. • Digital divide can imply a lack of:
– Access to technology
– Knowledge and skills of how to use it
This can lead to discrimination, exclusion of
certain groups, loss of income and more
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44. The bigger and more popular
the platform, the better
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http://www.thelongtail.com/about.html
https://www.ted.com/talks/chris_anderson_of_wired_on_tech_s_long_tail?language=en
Day 3
46. • Smaller and niche
(networks/audiences/platforms) can lead to
higher engagement and repeated exposure
– Unlike the bigger and more popular platforms
where competition is so high
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(…) blogs are “collectively
corrupting and confusing popular
opinion about everything from
politics, to commerce, to arts and
culture”.
(…) old media is facing extinction –
“say goodbye to experts and
cultural gatekeepers – our
reporters, news anchors, editors,
music companies, and Hollywood
movie studios.”
http://www.bbc.co.uk/blogs/newsnight/2007/06/the_cult_of_the_amateur_by_a
ndrew_keen_1.html
49. • Technology is a tool (and so is social media)
– Humans have the potential to control as well as be
controlled by it
This has many implications including on privacy,
security, data protection and legislation among
others
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53. Conclusions
• Technological evolution in the past years has been fast posing
multiple challenges to individuals, organizations and institutions
• The rapid proliferation and adoption of digital and social media
have increased the pressures on organizations and institutions (and
their marketing and communication departments) to adopt the new
medium
• This has lead to either rushed adoptions or copy/paste approaches
which are inappropriate for the new medium
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