This document provides an overview of the history and fundamentals of social media. It discusses some key early developments like the ARPANET network in the 1960s, the creation of email in the 1970s, and the first social networks and blogs in the 1980s and 1990s. It then covers modern social media topics like microblogging, geo-location, and using social media for business. The document concludes by outlining five approaches for using social media: listening to social conversations, sparking conversations, distributing content, creating value for users, and using a test-and-learn approach to try new platforms and tactics.
6. VINCENT
CERF
BOB
KAHN
Internet Protocol Suite
Transmission Control Protocol - TCP
Converts messages into stream of packets at
the source then reassembles them back into
messages at the destination
Internet Protocol - IP
Handles the addressing to ensure the
packets are routed across multiple nodes
and across multiples networks with all the
appropriate standards.
16. five paths that
will lead you to
answering this
question.
ONE
TWO
THREE
FOUR
FIVE
listening
sparking conversations
content distribution
creating value
test+learn
17. ONE
listening
the amount of social data is
immense and it can provide
insights about consumers,
promotional moments, client
products/category,...
SOCIAL LISTENING
+ MONITORING
CONSUMER SENTIMENT
COMPETITIVE THREATS
CAMPAIGN SUCCESS
CRISIS MANAGEMENT
LOYALTY
PRODUCT DEVELOPMENT
Tools: Sysomos, Radian 6, Trendrr,...
19. TWO
sparking
conversations
social is inherently about creating a
dialogue with each other. Give
consumers an opportunity to talk
to/with brands, brand advocates,
and the general public about
topics that are relevant ...
#CONVERSATIONS
VOTING AND POLLS
BLOGGER PARTICIPATION
CONTENT CREATION
21. THREE
content distribution
Sharing and discussing content
is at the heart of social media.
Leveraging content created from
your brand in the form of photos,
video, text, etc., you can gain
massive reach using the
appropriate channels and tactics.
CONTENT SEEDING
BRANDED ENTERTAINMENT
INFLUENCER OUTREACH
CONTENT SYNDICATION
CONTENT CHANNELS
23. FOUR
creating value
How can you give your
consumers more of what they
want. Create a social world
that your brand provides value
to its consumers.
CREATE UNIQUE CONTENT
OFFER A SERVICE
INTRINSIC/EXTRINSIC INCENTIVE
COMMUNITY INVOLVEMENT
CHARITABLE SERVICE
25. FIVE
test+learn
As new platforms emerge, it is
important to identify opportunities that
allow clients to test and learn. Gain
insights on how consumers utilize the
space and identify implications that
may enhance the business.