Social media tools for research Manchester Metropolitan University 25 th February 2010 Susi O’Neill, digital consultant
Social Media For Research 24 02 10
May 12, 2015
Lecture for Manchester Metropolitan University, Information & Communication Dept
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Social media tools for research
Manchester Metropolitan University25th February 2010
Susi O’Neill, digital consultant
About me Digital content producer, online marketer & website manager since 2000 in music & TV Digital strategy consultant –growing businesses online through strategic planning and marketing Specialise in media industries moving to online economy, multimedia content and e-marketing Founded CreativeNottingham.com, new blog for creatives in Nottingham Trained as a musician, toured Europe with many alternative bands A leading UK theremin player, many TV appearances & recently 4th plinth, Trafalgar Square
Today’s presentation
1.Social media: what it is2.Social media tools for research3.My MA Media Enterprise research
“(the internet is) a work in progress that is constantly evolving.” Kim BayneThe Internet Marketing Plan, 1997
What is social media?
Defining social media
Using web tools to transform 1-to-1 to 1-to-many conversations
Links with...
Web 2.0 (software for sharing)
...or as Tim Berners-Lee calls it
“a piece of jargon”
Isn’t the web inherently social?
Usenet Newsgroup, established 1981 (now
Google Groups)
Isn’t the web inherently social?
Google Wave, collaborative
communication tool, launched
Sept 2009
Popular music is “Social Cement”
Adorno, 1941
Markets are conversations
“Markets are conversations. When you think of the Internet, don’t think of Mack trucks full of widgets destined for distributorships, whizzing by countless billboards. Think of a table for two.” The Cluetrain Manifesto, www.cluetrain.com
The Whuffie FactorThe more you give away, the more you gain.Give away control and ownership as well as stuff.This makes more sense to small social groups than larger organisations.
Whuffie principles to be successful online:
1. Stop talking and start listening2. Become part of the community you serve3. Create amazing customer experiences4. Communities are made up of people, people are not predictable5. Find your higher purposes: what can you give to the community and still be profitable?
Tara Hunt, The Whuffie Factor
2007: The tipping point
2007: The tipping point
“When we change how we communicate, we change society.”
Clay Shirky, “Here Comes Everybody”
Purposes of social media
Marketing Engagement
Research
Savants
Enthusiasts
Casuals
Lurkers
100 passionate users
How does social media marketing work?
1000 true fans
Social media tools for research
Horizon scanning
Surveys: Survey Monkey Alerts: TweetBeep, Google Alerts Search: Social Mention RSS feeds: Google Reader
Social bookmarking
Meta data Like-minded users Personal collection Content for a blog
Ear to the wirePASSIVE LISTENING:
Social Mention (free)Melt Water Buzz (professional)
ACTIVE LISTENING:
Start a conversation – monitor engagementLinkedIn.com/Answers
Feasibility test and pilots
Twitter feed – information disseminationFacebook group – canvas viewsBlog – test theories/ideas
Academic research tools
Google Scholar Mendeley (sharing research papers with meta data) Enterprise Search
Quantitative analysis
Reverse questionswordtracker.com/keyword-questions
The wisdom (and madness) of crowds
Crowd Sourcing:• Jeff Howe, WIRED magazine 2006• ‘Scopers’ (Edison Innovations) – we could do it better• A Swarm of Angels – film co-investment
Open innovation:Henry Chesborough – bringing in ideas from outside the institute
My Masters research
Qualitative research into independent music entrepreneurs and online marketing/distribution
8 in-depth interviews with experts and practitioners
Online survey for practitioners (Survey Gizmo) 58 respondents
My Masters research
Pros:•Online survey appropriate for assessing online activity•Quick and immediate – international reach•Each to assess and make quantitative comparisons and charts
Cons:•Only reached active participants in online communities•Mainly taken up by ‘friends’ and ‘friends of friends’•Skewed towards amateur participants•Quantitative approach may not always be appropriate
Suggested reading
•Here Comes Everybody, Clay Shirky (2008) Allen Lane•The Cluetrain Manifesto, Locke, Levine, Searls, Weinberger (2001) Basic Books•Purple Cow: Change your business by being remarkable, Seth Godin (2005) Penguin•Convergence Culture: Where old and new media collide, Henry Jenkins (2008), New York University Press •The Whuffie Factor, Tara Hunt (2009) Crown Business
•Wired Magazine•www.econsultancy.com – Reports, blogs jobs and training in digital consultancy•www.techcrunch.com – US new service in latest technology trends•www.nmk.co.uk – UK training and articles on digital sector and skills•http://www.slideshare.net/mzkagan/what-the-fk-social-media - presentation: WTF is social media?
Thank you. Over to you.
Contact Me:
Tel: 07981 222799
Twitter: @susioneillSkype: susi.oneill
web: www.digitalconsultant.co.uk
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