Here's an edited recap of my in-class presentation for the sixth session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). For March 2, we advanced a series of Building Blocks sessions--and focused on social media as a "new" building block for marketers. Thanks to Paul Isakson from Space150 and Jim Cuene from General Mills for coming to MCAD to present their insights and expertise on the subject. Much appreciated! Please note the Creative Commons license. Thanks.

1. Takashi Murakami character. Image via http://stylefrizz.com/img/takashi-murakami-creations.jpg
The Future of Advertising
Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416
Instructor: Tim Brunelle
SESSION #06: MARCH 2
SOCIAL MEDIA—THE CONVERSATION ECONOMY
(NEW BUILDING BLOCKS)
Creative Commons Attribution & Non-Commercial License

2. Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
Space150
BREAK
3. “The new building blocks”
4. Assignment #2
BREAK
5. Guest speaker: Jim Cuene
General Mills

3. Today:
1. Overview on Social Media

4. *Via wikipedia (itself a part of “social media”)

5. *Via wikipedia (itself a part of “social media”)
“Social media are primarily Internet- and
mobile-based tools for sharing and
discussing information. The term most often
refers to activities that integrate technology,
telecommunications and social interaction,
and [enable] the construction of words,
pictures, videos and audio.”

6. *Via wikipedia (itself a part of “social media”)
“Social media can take many different
forms, including Internet forums, weblogs,
wikis, podcasts, pictures and video.
Technologies include: blogs, picture-
sharing, vlogs, wall-postings, email, instant
messaging, music-sharing and
crowdsourcing. [A hallmark of social media
is their ability to be integrated with each
other.]”

7. *Via wikipedia (itself a part of “social media”)
Communication
Blogs: Blogger, TypePad, WordPress, Vox
Internet forums: vBulletin, phpBB
Micro-blogging: Twitter, Plurk, Jaiku
Social networking: Bebo, Facebook,
LinkedIn, MySpace, Orkut, Hi5
Social network aggregation: FriendFeed,
Youmeo
Events: Upcoming, Eventful, Meetup.com

8. *Via wikipedia (itself a part of “social media”)
Collaboration
Wikis: Wikipedia, PBwiki, wetpaint
Social bookmarking: Delicious,
StumbleUpon, Google Reader
Social news: Digg, Mixx, Reddit
Opinion sites: epinions, Yelp

9. *Via wikipedia (itself a part of “social media”)
Multimedia
Photo sharing: Flickr, Picassa, SmugMug
Video sharing: YouTube, Vimeo, Viddler
Art sharing: deviantART, Behance
Livecasting: Ustream.tv, Justin.tv, Skype
Audio and Music Sharing: Last.fm, Blip.fm,
LibSyn

10. *Via wikipedia (itself a part of “social media”)
Entertainment
Virtual worlds: Second Life, The Sims Online
Online gaming: World of Warcraft,
EverQuest, Age of Conan
Game sharing: Miniclip

11. *Via wikipedia (itself a part of “social media”)
“Social media are distinct from industrial
media, such as newspapers, television, and
film. While social media are relatively cheap
tools that enable anyone to publish or
access information, industrial media
generally require significant financial capital
to publish information.”
How else are social media distinct from
industrial media?
How might the growth of social media
disrupt or mutate marketing & advertising?

12. Guest speaker: Paul Isakson
Director of Strategy & Insights, Space150
http://paulisakson.com

13. Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
Space150
BREAK
3. “The new building blocks”
4. Assignment #2

14. Old (marketing) building blocks:

15. Marketing then

16. Old (marketing) building blocks:
0. CRM+Direct+Yellow Pages
1. Websites
2. Search (SEO+SEM)
3. Online advertising

17. Old (marketing) building blocks:
0. CRM+Direct+Yellow Pages+Email
>Databases, Contact Systems
1. Websites
>Content+Analytics+Contact Tools
2. Search (primarily SEM)
3. Online advertising
Generally speaking, these older systems
featured only one-way communication.

18. Marketing now

19. New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
2. Strategy (pre-existing)
3. Participating

20. New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
>Monitoring (Google Alerts,
spy.appspot.com, monitter.com, etc.)

21. New (marketing) building blocks:
“Social Media”
Key differences...
1. Listening
>Monitoring (Google Alerts,
spy.appspot.com, monitter.com, etc.)
2. Strategy (pre-existing)
>Analysis (appropriateness, volume,
audience, internal bandwidth, etc.)
>Messaging strategy (What’s your
“Commander’s Intent?”, Who says it?)

22. New (marketing) building blocks:
“Social Media”
Key differences...
3. Participating
>Active, dynamic, constant, fresh
>Nimble, improvised
>Personal, human

23. New (marketing) building blocks:
“Social Media”
Examples...
1. Frank Elliason @Comcastcares
2. @RichardatDell
3. Paula Berg, Southwest Airlines

24. Assignment #2
“Start a blog or microblog for your personal
brand.”
DUE: Monday, March 9
+ Define, then describe your brand. What
makes you distinct? (One, brief paragraph.)
+ Analyze your “competition,” i.e. other voices
similar to yours. (List at least three URLs.)
+ Choose a platform you can maintain.
+ Write at least one post (if blog), at least 10
(if microblog) before next Monday.
+ If you already have a blog, write at least
two posts for next Monday.

25. Today:
1. Overview on Social Media
2. Guest speaker: Paul Isakson
Space150
BREAK
3. “The new building blocks”
4. Assignment #2
BREAK
5. Guest speaker: Jim Cuene
General Mills

26. Guest speaker: Jim Cuene
Director–Interactive Marketing, General Mills
http://cuene.com

27. Monday, March 9:
“Content Strategy”
1. Assignment #2 due in class
2. Guest speaker: Kristina Halvorson
Brain Traffic
CATFOA (6:00pm)
usefullunacy.typepad.com
tim_brunelle@mcad.edu

28. Thank you.
Creative Commons Attribution & Non-Commercial License