Professional Documents
Culture Documents
Table Of Contents
Theories
Cultivation Theory Diffusion of Innovation Theory Marshall McLuhan - Tetrads Media Convergence Theory Niche Theory Uses & Gratification Theory
Current Trends
Corporate Storytelling Crowdsourcing Gamification Geolocation Memes Quick Response (QR) Codes The Sharing Economy
Audience
Cross Cultural Design Social Media Interactivity Non-North American Social Media
Theories
Cultivation Theory Diffusion of Innovation Theory Impression Management Marshall McLuhan - Tetrads Media Convergence Theory Niche Theory Uses & Gratification Theory
Cultivation Theory
"Cultivation theorists assert that heavy television use
often leads to an inability to distinguish the reality of television from objective reality." A social theory of long term effects of television Cultivation leaves people with a misperception of what is true in our world
During cultural adaptation, the use of social networking sites affects immigrants interactions with the dominant cultures. Cultivation in a social media context is used as a tool!
Research shows heavy television viewers are more likely to provide television answers to questions related to social reality and therefore are cultivated".
Online ethnic support groups help reduce negative emotions such as depression, stress and loneliness.
Increases in vulnerability result in increases in social media use Social Media helps aid in the adaptation process and maintain ties with homelands
Diffusion of Innovation
...the rate in which new technology or social ideas spread through society (Rogers, 1962). Diffusion - the spread of cultural elements from one area or group of people to others by contact Innovation - a new idea, device, or method - the act or process of introducing new ideas, devices, or methods When examining Diffusion of Innovation keep the following 3 thoughts in mind: What qualities does an innovation possess that helps it spread? Emphasis and importance of peer to peer conversation and networks Acknowledge and appreciate user differences
McLuhans Tetrad
Mcmxm
Facebook
Postal system or landline phones become obsolete
Media convergence is the amalgamation of communications, technology, and digital data. Media convergence theory has been created by the advancement in technology, computer networking, and the shift to from analog to digital telecommunications. Media convergence enables nonprofit and social enterprises the to use several social media tools, to develop a relationship with supporters and consumers.
Today, large corporations have consolidated many companies of specialized media formats into one corporation.
For example, viewers can interact with a shows outcome by having sending comments or vote on an outcome.
Organizations utilize social media tools to become media providers and communicate their message. They are not limited to expensive advertising campaigns in traditional media.
Video Explanation
Click here to read more about the significance of UGT when applied to social media
Audience
Cross Cultural Design Social Media Interactivity Non-North American Social Media
Cross cultural design is a marketing tactic used by companies to sell a desired image to the consumer via their website or social media outlet. Everyone receives messages differently which is why companies have begun to make changes to their marketing strategies based on cultural perceptions and preferences. Here is an example of Ford applying cross cultural design to their Facebook pages:
Canadian McDonalds
Indian McDonalds
Keys to cross cultural design: Know your product Know your audience Conduct user testing Watch out for distracting images
Canadian Ford
Key Words: Cross cultural, cultural perceptions, marketing strategies, social media marketing
Likely all the websites that you visit are in English, but there many different foreign sites that you dont know about. Q-Zone is a Chinese Social Networking site, it features 623 million users (November 2013) and 150 million regular users. Making it possibly the largest Social Media Community in the world. VKontakte(VK) is a large European Social Media network, featuring 239 million users (January 2014). Its particularly popular with Russian-speaking users from many different countries, not just Russia. Users in Eastern Asian countries such as China, Japan, and South Korea have a strong interest in online games and so their Social Media platforms reflect this, focusing on Virtual Reality communities rather than text and picture sharing. Users in other countries, like India, use Social Media for Online Dating and Matchmaking, meaning they are more interested in meeting new people rather than keeping up with their regular friends The most important thing to remember when expanding a business or trying to target a specific demographic is that they may use a different platform and will not see your advertisements on Facebook or other English social media platforms
Current Trends
Corporate Storytelling Crowdsourcing Gamification Geolocation Memes Quick Response (QR) Codes The Sharing Economy
Corporate Storytelling
Corporate storytelling conveys the culture of the company, captures the heart of the organization, and highlights products just to name a few benefits of this tried and true classic method. In her blog How to Use Digital Storytelling as your Social Media Secret Sauce author Shanna Mallon shares five key points: Show the human side Share your brands story Work narratives into updates Consecutive posts tell a broader story Use elements of storytelling Screenwriting coach Robert McKee, in Storytelling That Moves People, explains two persuasive methods: rhetoric and emotion.While rhetoric engages the brain, it leaves the heart untouched. The most powerful method of persuasion is emotion.
Corporate storytelling must be authentic, including the grittiness of real life struggle. For storytelling principles refer to Storytelling That Moves People. Some topics that McKee discusses are: Compassion Skepticism Acknowledging the dark side Authenticity Key questions
Crowdsourcing
Crowd-Outsourcing (Howe, Wired Magazine, 2006) Crowd: experts, amateurs, volunteers, groups, etc. Benefits to initiator: low-cost, diversity of thought, accomplish goal/solve problem, raise funds Benefits to crowd: social contact, intellectual stimulation, passing time, give back to society, recognition, personal satisfaction in assisting good ideas to come to market, special benefits such as early access/discounts to new technology Examples: new technology, community planning, data gathering, information evaluation, find lost item/person/pet, fund charity/projects Problems: no contact between crowd & client resulting in unworkable solutions, participants skewed to low income/unemployed, unethical wage conditions especially in developing countries
Keywords: Crowd, crowdsourcing, crowdfunding, cloud labor, distributed knowledge, crowd creativity
Application of game design techniques to nongame experiences. Took off as a trend in 2010. Most commonly used in Singapore. Taking off in North America. Used for both educational and marketing purposes. Primary goal is to drive participation in users.
Examples: Facebook games generate traffic. Message boards have ranking systems. Badges encourage time investments. Leaderboards allow users to compete. Progress bars motivate users to submit content. Reward systems encourage microtransaction.
Educational Awareness
Marketing Awareness
Class Presentation
Keywords: Gamification, games, Facebook, leaderboards, reward systems
Penny Arcade TV
Geolocation
What is geolocation? When a location can be found through ways such as your IP address, your wireless network connection, which cell tower your phone is connected to, and by means of any device you have that may contain GPS hardware. Search 'where am I' on Google, and you will see your approximate location appear right in front of you. On social media People use geolocation everyday on Facebook, Twitter, and especially Foursquare when location services are switched ON. Location information tagged with images you post is known as a geotag. For profit SoLoMo is the new buzzword for marketers. Social, locationbased, and mobile marketing are all being transformed into one to acquire new customers.
HootSuite allows businesses to make geo-located searches. The search is filtered by distance and only social messages from potential customers that are nearby are shown. More information Video 3 Must-Have Geolocation Apps
Sources: http://www.onbile.com/info/geolocation-on-mobile-device/ http://diveintohtml5.info/geolocation.html
Memes
Types:
Internet Memes: Do not involve random change and mutation over time like original idea of memes Deliberately altered by human creativity Quick to spread Can be unpredictable and volatile, lasting for years if popular, or only a month if not Can be used to pull attention to social media site if used when a particular Internet meme is popular Demonstrates that the group/individual is current with Internet trends
Ideas (eg. touch-screen phones) Melodies (eg. opening notes of Beethoven's 5th) Images (eg. the Mona Lisa and parodies) Catchphrases (eg. Ill be back. ~Terminator) Does not include physical objects Liable to mutate and evolve Changes arise from: Human error Refining existing memes Combinations to make new memes eg. chain letters Endurance of memes through evolution is similar to natural selection of genes
Evolution
Product tracking Item identification Document management Tourism information Product loyalty marketing Product labelling Business cards Secret messages Headstone memorials Treasure Hunt Games
Economic system built around the sharing of human and physical assets Enables distribution, sharing and reuse of excess capacity in goods and services
Collaborative Consumption: Share access rather than having individual ownership of products (purchase/maintain goods collectively) Mesh Economy: Sharing of talents, goods and services to reduce waste. Benefits: Reduce carbon footprint, save costs, increase feelings of well-being Issues: Gain profit without contributing to infrastructure of the economy, reliance on trust/human good will Sharing is the new buying (Owyang, 2014)
Censorship
Censorship is the control of information and ideas before it reaches the public by high authority, mainly governments. The information can be published in different forms, whether digital (electronics and internet) or hard copies of documents (books and videos).
Canadian regulations give a list of what things must be censored, and each country has different rules and regulations about their censorship policies. People selfcensor all the time; such restraint can be part of the price of rational dialogue.
The Internet is the biggest area that most of governments are concern about and they have developed many techniques and tools to control it. Arab springs played an important role in the Internet and was a powerful tool that allowed people to freely express their thoughts.
Freedom of Information and Protection of Privacy Act (FIPPA). This law governs records and publications from most public bodies in Canada and maintains the security of accessing them. Limitations of the Cloud Security of the cloud Technical issues (ex: no WiFi)
Lower your company's IT expense. Traditional desktop software costs companies more financially
Prone to attack
Social Media Users & Fair Use Fair use is a doctrine that permits limited use of copyrighted material for specific reasons without acquiring permission from the rights holders. Question To ask when Using Fair Use Do you understand Canadian fair use? If not, do not try to use it Why are you using the content? Use only for reasons in the Canadian Copyright Act How much of the content are you using? Does it fit the limited criteria of fair use? Are you willing to have your content contested? Posting under fair use could lead to legal battles
How do copyrights work on social media? Social media sites all have you agree to their terms of service which share these common elements: Non-exclusive Transferrable Sublicensable Royalty Free Worldwide License
Privacy
Definition of Privacy: Alan Westin, author of the seminal 1967 work (Privacy and Freedom) defined privacy as The desire of people to choose freely under what circumstances and to what extent they will expose themselves, their attitude and their behavior to others. With this information, you can find out:
Personal networks: Relationships between people Interests: What people like Financial networks: Where people work Location: Through geo-location
Who wants to use your private information? Governments Surveillance Businesses Targeted advertising Attackers Identity theft Researchers Medical, behavioral, and social
Do we care about our online privacy? According to the U.S. Federal Trade Commission (FTC) survey, 92% internet users are concerned about the misuse of their personal information online.
Exposing Sensitive Information Online: Sometimes we are unaware of how much we expose sensitive information about ourselves. Our online activities leave data trails which can contain information about who we are. Examples of this are pictures, comments, tweets, Likes, etc.
Keywords: Online privacy, social media privacy, privacy tips, targeted advertising
Audio/Visual Tools
Here are a list of tools that will enhance your content on social media platforms: Visual Tools: PicMonkey Image Editor Social Image Resizer Tool Cropping Tool Canva Design Software Canva Overview Video
Using Dashboards/Tracking
Social media is growing rapidly due to the sophistication of technology. We now have a multitude of social media websites to choose from such as Facebook, Twitter, Instagram, LinkedIn, YouTube and Tumblr. The sheer number of sites can make it very hard to keep up with all these social networks, especially for individuals or small businesses. Dashboards like HootSuite, Cyfe, and Sprout Social are examples of the many dashboards available to use to help keep track of updates on social media sites.
Keywords: Dashboards, social media tracking
Time Management
Time Management: the ability to use ones time effectively or productively, especially at work 4 social media time management tips Create a plane: focus on one or two platforms Use automation tools: schedule your posts or tweets Be consistent: post at least once a day Use a timer: set 30 minute limitations per day
Social media time management tips for nonprofits Set goals: find out what is your intention to use social media as a venue Prioritize your work: do the important thing first, less important work later Use tools: use tools to organize your content Track your social media analytics: these numbers will help you to measure your success in reaching your goal. You will find out which platforms work best for you by looking at these numbers Delegate responsibility: spread out your work Know when to say no: weed out the less effective tools Plan ahead: take time at end of each day to outline what steps you need to take more forward
Terminology Promodoro technique: a popular time management method. In this method you have to finish a specific task within 25 minutes. Once finished, you can take a five minute break. After you finish four 25 minute tasks, then you can take a longer break.
80/20 Rule: 80% of your results come from 20% Keywords: Time management for social media, time management for nonprofits, NPECH, of your work
Project Developed by
Saleh Alanazi Mohammed Aldubaykil Aous Mohammed Almegrin Russell Arbuthnot Josh Brown Dan Delowsky Timo Francke Jon Friesen Mike Gill Davis Krell