Engaging social multimedia marketing for educational programs

UNIVERSITATEA “BABEŞ-BOLYAI” CLUJ-NAPOCAUNIVERSITATEA “BABEŞ-BOLYAI” CLUJ-NAPOCAFACULTATEA DE TEATRU SI TELEVIZIUNEFACULTATEA DE TEATRU SI TELEVIZIUNE

Engaging social multimedia Engaging social multimedia marketing for educational programsmarketing for educational programs

“People influence people. Nothing influences people more “People influence people. Nothing influences people more

than a recommendation from a trusted friend. than a recommendation from a trusted friend. A trusted referral influences people more than the best A trusted referral influences people more than the best

broadcast broadcast messagemessage” - Mark ” - Mark

Zuckerber, FacebookZuckerber, FacebookCoordonator stiintific:Coordonator stiintific:

Lector Univ.Dr. RODICA MOCANLector Univ.Dr. RODICA MOCAN

Student absolvent:Student absolvent:

Ilea OanaIlea Oana

MA Interactive MultimediaMA Interactive Multimedia

Table of ContentTable of Content

Abstract Motivation Introduction …………………………………………………………………….…..…...1 Social Media: Background and Theories 1.1. Introduction to New Media and Communication Landscape…………………….....….51.2. Social Media and Web 2.0 ……………………………………………………….….....81.2.1. Types of Social Media…………………………………………............................….121.2.2. Digital Age and Customer 2.0 –the empowered customers ……......…………….....161.2.3. Social Media +Multimedia = Social Multimedia …………………………………...191.3. Relation of Social Media Technology and Marketing……….………..…….................23 1.3.1. Evolution and Statistics ……………………………………………..........................252.4. Social Multimedia Marketing Trends and Strategy2.4.1. Tips and Trick for a Social Multimedia Marketing Campaign……....…………….…272.4.2. Social Networking ……………………………………...……...... …..........................302.4.3. Blogging.Microblogging and Videoblogging………..……………………………….32 2.4.4. Advantages and Disadvantages…………………………………………….……...…342.5. Social Media Trends 2012. …..………..…………………...…………………........…..36

3. Social Multimedia Marketing and Educational Programs 3.1. Do Educational Programs Need Social Media Marketing?......……………….……..383.2. Example of Good Practice of Social Multimedia for Universities…..………………44

4. Creating a Social Multimedia Campaign for EMIM4.1. Social Multimedia Marketing Plan…………………….…………………….….……514.2. The Effective Design of Social Multimedia Campaign ……….………………….....59

5. Conclusion and Recommendation …………………………………………..…….…77

References and Bibliography …………………………….…………………………..…81Appendixes

IntroductionPREMISES:

In 2011, over 50% of the world’s population is under 30 years old (Qualman, 2011) Teen now spend more time online the watching TV and talking on the phone

(Weaver, 2011) ; Learners who prefer or learn better in non-traditional settings – are up to 50 - 75%

(Sendal et.all, 2010) ; Communication is more interactive now;

TERMINOLOGY:

New Media- imply the changing of traditional media once with new technology; and the way we interact and deliver information on digital channels;

Social Media- “online tools that people use to share content, insights, opinions, profiles, experiences, perspective and media itself” (Solis, 2007);

Online Marketing- in social media context is define as marketing done through social networks websites;

Social Multimedia- interacting online, socially through different multimedia tools;

Social Media: Background and TheoriesSocial Media: Background and Theories

Introduction:Introduction: ““WWW”-1989-”WWW”-1989-”Tim Berners-Lee”=sharing information and communicates online

with people on the computers;- March 2011-two billion people were using internet (480% more then ten years

ago=>new media=>major changes in communication;

New Media-”New Media-”all forms of electronic communicationall forms of electronic communication

that have appeared or will appear since the that have appeared or will appear since the

original mainly text-and-static picture forms of online original mainly text-and-static picture forms of online communication[…]”(SearchSOA,2000communication[…]”(SearchSOA,2000 )

What is social media What is social media What is social media?What is social media? Participation and EngagementParticipation and Engagement ; ; Openness; Conversation;Openness; Conversation; CommunityCommunity ; ;

ConnectednessConnectedness (Mayfield, 2008)(Mayfield, 2008) Participating, sharing, networking, and bookmarking onlineParticipating, sharing, networking, and bookmarking online (Roy,2009) Community; Information; Sharing and Technologies Community; Information; Sharing and Technologies (Harris, 2009) (Harris, 2009)

Social media and web 2.0

Web 2.0. =>Tim O’Reilly=>second generation of internet service, communication almost unlimited and appear social interaction

=>business strategy perspective

Social gamer will buy 6 billions goods in virtual game until 2013 If Facebook were a country will be in top three largest in the world (800 millions users)-In Romania 5,6 million people use it Twitter-over 300 millions-1,6 billions search engine per day=>”sms of the internet” Youtube-video watch by hundreds of -video watch by hundreds of millions of peoplemillions of people WikipediaWikipedia=>book with 2,2 millions of pages=>book with 2,2 millions of pages

Types of Social MediaTypes of Social MediaMackenzie (2008)Mackenzie (2008)

Linda Linda FulkersonFulkerson( 2010)

““Digital age is started in second millennium and it mean that every company, shop, or bar, have at least one computer […] A new machine generation takes auto-control, when you are sleepy” (wiki)

Over 100 millions users access Twitter via mobileOver 100 millions users access Twitter via mobile Each week Facebook share 3,5 billion pieces of contentEach week Facebook share 3,5 billion pieces of content Tablets, smartphones are more popular then books between young adultsTablets, smartphones are more popular then books between young adults Customer 2.0 are more inform-involve and powerful=>Customer 2.0 are more inform-involve and powerful=>

Social multimedia +Social multimedia-is the key element which

make’s the difference-Online social interact

using multimedia elements: text, graphic,

video, audio, motions;

help to create quality and interactive content

Social multimedia marketing

-“marketing principle of satisfying human wants and needs does not change […]social media marketing is marketing evolution” Tanuri, 2009, 6)

Building-relationship-conversation have a viral role

-Adding value (Powell, 2009)

-Opportunity

-Focus on customers

Tips and Tricks

Social networks“Social networks are define as online platforms

focuses on build and maintain social relationship among people who share interests and activities “-Mashble

Facebook-most popular-used between 50-70% in Western Europe by

internet users;

Tips:-keep it short;, video, photo, quotes, be

tenacious, ask fans for opinions, ask questions, try to post fill the blank, give fans access to exclusive information, reward you fans with deals and perks, be timely

Microblogs-Videoblogs

Peter Merholz used in 1999 for the first time term “Blog”

“A Blog is a short for weblog, is a website that is usually maintained by individuals or groups, and more recently, business that offers commentary and ideas for a large audience” (Weinberg, 2009)

Microblogging-Twitter-140 caracters

Video-Blogging-very good to build a strong online presence

Youtube can be use also as a video-blogging

Social media and educational programs

In 2011 US Universities and Colleges embraced social media with an adoption rate near 100%

In UK Universities adopting social media better then business, 75% are engaging social media

“Producing, not just promoting”

Universities with their own mobile devise-allows students to register at classes, get instant message, look up for map, friends -(Stanford University)

Education is a priority-in a digital area-online courses are nor enough University of Phoenix from U.S. that enrolls more then 500 thousand students Video call is one tool that remove barriers to communicate

“Social Media for Higher Education” (Taly Weiss,2010)

-One billion youth (15-24 years-old) live in the world today, and by 2025 –nr will grow with 90% develop countries-Student prefer mobility for study destination –globalization

UK, Germany, France-best universities from EuropeFacebook, Twitter, Youtube are prefer by international departments

Social multimedia marketing challenge:Manage it with right staff Generate activity; Gain members of fans; Create a relevant content to post ;Return of the Investment;Understanding how to use social multimedia tools Concern about what community posts

Example social multimedia marketing for Educational ProgramExample social multimedia marketing for Educational Program

Objectives:Objectives:Propose best marketing plan of social multimedia it’s for promote the EMIM on online sphere, improve form and brand in the near future; get closer with students, build relationship, gain more people interest about it

Strategy-Using most popular social media platforms: Facebook, Twitter, Youtube;-Blog-update all the time with quality content-Office hour on social media tools-Using social media options-organize contest –provoke the audience

-Sample from each course on social platforms-Promote offline events on online platform and reverse-Videoblogg-creating relevant and interactive video -Create events post photos from each meeting -Encourage follows to publish on wall new stuff, information related with multimedia field-Calendars and rules for each social media instrument/share the expectationCalendars and rules for each social media instrument/share the expectation-Video conference -Video conference

Social Multimedia Marketing Plan for EMIM Social Multimedia Marketing Plan for EMIM

The Effective Design of Social Multimedia Marketing for DCMThe Effective Design of Social Multimedia Marketing for DCM

The Cinematography, Media Department from Faculty of Theatre and Television, Babes-BolyaiThe Cinematography, Media Department from Faculty of Theatre and Television, Babes-Bolyai

University. “Cinematography, Photography, Media” and “Filmology” for bachelor levelUniversity. “Cinematography, Photography, Media” and “Filmology” for bachelor level

””Master in Theatre, Film and Multimedia-Module: Multimedia” for master level.Master in Theatre, Film and Multimedia-Module: Multimedia” for master level.

Steps: Yahoo Account-mail and Id: [email protected]: Yahoo Account-mail and Id: [email protected]

Conclusions

All educational program especially higher educational level, need to have a social media presence;

Social media engaging for educational program gain students attention and can also improve the system;

In Romania social media is a new but is increasing very fast, young adult are social media generation; an educational program with a social media presence have automatically a bonus;

Social media marketing must take in serious by educational programs even more then regular marketing because in first situation is a two-ways communication;

Competition will become very tight between universities especially for those with online and international courses;

A Facebook account for “Cinematography Media Department” can make this educational program more popular, increase the number of people interest about it, can bring more students;

Recommendations

Students must be encourage during the year to participate at social media engaging and to have activities on this platform;

Students must have some points at exams or different classes related direct with social media platform, even to work for improving educational program image;

Feedback is a priority, “Cinematography Media Department” should take this aspect serious; For an interactive communication and positive results, each fan, friend or follower should be encourage to express and educational program should thanks loyal friends;

Social media also must have a funny part, to keep the attention also in a relaxing enjoyable

way, a little bit less rigid;

On Youtube platform must exist video with each teacher and should describe in few words their courses, will be more attractive for students because will feel teachers on the same line as students, this is very helpful; will gain more students;

Reference

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