COMM 610: Highlights •  Grading

–  In-class participation: 30% –  Keikensha Quiz Based on

Belt Training Mods 30% –  Written Examination: 40%

•  Participation: Critical to Final Grade – Help Classmates Learn

•  Twitter Back Channel: #smumcm •  Laptops: Strongly encourage closed laptop; at

minimum closed email and browser

Michael Netzley, PhD

•  Academic Director, SMU Executive Development

•  Daddy with 3 daughters & 1 son •  Joined SMU in 2002, LKCSB 10 years •  Champion’s Award, Innovative Course

Design and Delivery •  Research Fellow, Society for New

Communication Research •  Visiting positions in Argentina, Berlin,

Finland, Slovenia, and Japan •  Clients: Unilever, BNP Paribas, IBM, TCS,

IHG, 3M, Singapore Airline, Mastercard, Motorola, Shell, MFA, CPF, and UOB

Essen%als  for  the  Fourth  Media  Age      

Michael  Netzley,  PhD  h0p://communicateasia.asia    

Digital  Communica%on  for  Professionals  

Social  Media  

Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of the content.

Source

The  Technology  

Sociological  Defini=on  of  Social  Media  

Social Media refers to not only the technology but the cultural and behavioral traits of people communicating and sharing with one another. Through social networks, people are listening, sharing, creating, judging, and innovating in ways that are reshaping relationships (e.g., government to constituents or friend to friend), power bases, financial models, and knowledge.

First  Media  Age:  Greece  

Greek alphabet and writing led to one of the most productive cultures in all of history

Second  Media  Age:  Print  

Chinese moveable type in 11th century, and Gutenberg's Press in the 15th century, brought books to the non-elites of society

Third  Media  Age:  Broadcast  

20th century broadcasting brought media into homes, and at a low cost, thus increasing demand while decreasing the supply of media channels.

Shou%ng:  One-­‐to-­‐Many  

“The one-to-many approach is out…It was replaced by CRM, the one-to-one model. This gave the ability to customize a message. This model was, in turn, replaced by the one-from-one, or search model ”

But all good things must change…

Shou%ng:  S%ll  Effec%ve?  

“There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.”

Advertising is the price companies pay for

being unoriginal - Yves Behar, designer

Fourth  Media  Age:  Internet  

Everyone becomes their own media company because of infrastructure, Internet, digital technology, and interactive easy-to-use sites.

Clay  Shirkey’s  Cogni%ve  Surplus  

•  The  Internet  gives  us  three  reasons  to  no  longer  be  “couch  potatoes”    

•  Means  •  Mo=ve  •  Opportunity  

Means:  How  We  Act  

•  Means  of  produc=on  increases  –  Buying  a  TV  versus  buying  a  laptop  

•  Everything  is  an  original;  no  inferior  copies  

•  Fluid  networks:  content  flows  smoothly  between  networks  

•  Low  cost  

Mo%ve:  Why  We  Act  

•  Intrinsic  mo=va=on  can  be  powerful  –  Autonomy  – Mastery  –  Purpose  –  Daniel  Pink,  Drive    

•  Extrinsic  can  “crowd  out”  intrinsic  mo=va=on  

Opportunity:  Where  &  with  Whom  

•  Privileged  media  class  with  right  to  speak  disappearing  

•  We  can  all  par=cipate  &  share  directly  

•  “Social  Produc=on”  or  “Commons-­‐Based  Peer  Produc=on”  

•  Open  source  soWware,  Wikipedia,  or  classsic  Z-­‐Boys  example  

How  We  Use  Time  

ACTIVITY   TIME   SOURCES  

Work  (USA)   7.5  hours  per  day  (avg)   Bureau  of  Labor  Sta=s=cs  

Work  (SG)   8.5  hours  per  day  (avg)   AsiaOne  (1  in  5  works  11+  hours  per  day)  

Television  (USA)   2.7  hours  per  day  (avg)  18.9  hours  per  week  

BLS  50%  of  free  =me  

Television  (SG)   12  hours  per  week   We  Are  Social  

Internet  Use  (SG)   25  hours  per  week   We  Are  Social  

Singapore spends 25,000,000 hours each month watching online video (We are Social)

Cogni%ve  Surplus  

McKinsey  &  Co  Study  2010  

•  Use  of  Web  2.0  technologies  significantly  improved  companies’  performance  

•  Networked  enterprises  leaders  vs.  companies  using  the  Web  in  more  limited  ways  

http://www.mckinseyquarterly.com/Organization/Strategic_Organization/The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716

Changing  Audiences  

Today, the barrier to exiting your media site is only the click of a mouse…

Economist’s  Third  Industrial  Revolu%on  

Digital  Manufacturing  Technology  

So  What  Does  It  Mean?  

Simon  Kemp,  We  Are  Social  

•  Managing  Director,  We  Are  Social  

•  Clients:  Unilever,  Diageo,  Intel,  Johnson  &  Johnson,  Tiger  Beer,  Lenovo,  Heinz  

•  Previously:  BBH,  Universal  McCann,  Starcom  Mediavest  Group  

•  @eskimon