+ The Business of Social Media

+ Traditional Media Content Production One to Many Communication Performance / Talent Distribution Promotion and Marketing Audience Measurement (Nielsen example) Advertising / Sales

+ Some terms and issues Positioning (ID – Identifiable Difference) Branding, USP Spec spots vs. storyboards Co-op was common Developing creative ideas, target audience Measuring audience use… Arbitron & Nielsen CPM, CPP or PI ads ROI for client

+ Digital Media Time Berners-Lee, August 1991 Original ideas – extension of traditional Media ‘Web 2.0’ Users, not audience PI becomes PPC CTR becomes a way of measuring success Google creates effective search algorithm, creates need for SEO tools

+ Social Media Content Production Dynamic and Flexible Communication Performance / Talent Distribution Promotion and Marketing User Measurement (analytics) Advertising / Sales (banner ads, video ads, PPC, viral)

+ Social Media Recent studies about changes Arbitron-Edison research Building an online presence Web site / design, usability, keywords, SEO Blogging & Tweeting Social media interacting Everyone is a publisher Traditional non-media businesses have media savvy skills

+ Effective Internet Presence What to be / what not to be What to publish / what not to publish Importance of LinkedIn Personal Branding (MC Hammer) Move outside your space – comments on targeted blog sites, reviews posted elsewhere, etc. Own your own name Dealing with Digital Dirt

+ Building a Web Site HTML and CSS Java Webs, Weebly, Wix and more WordPress-based web page Future of web sites – anchor location? Building and using apps Which is easier for mobile media devices

+ SEO Google style search engines: algorithm, crawls the web, indexes based on keywords and other algorithm code Knowing how results come to the top allows a savvy user to show up high in search results Google and others change in response, users change in response CTR (success of ad campaign); how page is coded (links, images, page titles, etc.); Use or not of various code: Flash, Java, etc. Bottom line: not manipulation but dynamic content

+ Build it, then…you’re lost in the crowd. Advertise, analyze and measure – SWA – SWOT analysis Marketing Plan – Social Media Marketing Google Analytics, Clicky, etc. Tools like Google Trends: delivers charts that portray how often a particular search term or terms is entered relative to the total search volume across regions of the world, and in various languages. Google Insights can help you determine which messages resonate best. Use Technorati to track blogs (tags, keywords) Calculate ROI Challenge of Social Media ROI

+ Variety of online activities… Creating connected distribution outlets (blog, Twitter, Facebook, YouTube channel, etc. Wikis, SecondLife, Pinterest, Vine Creating and distributing RSS Podcasts newsfeeds iTunes PodcastAlley Any ‘newsreader’ service ° Putting a video in your standard distribution is NOT a podcast

+ The Business Part You need users You need to be able to measure what you do You can use free / WOM but also likely will need paid advertising Google AdWords / Yahoo! Search Marketing etc. Back to ROI Reality of building / reality of maintaining Example 1 (Kagan) Example 2 (Millennials) Example 1 (Kagan) Example 2