Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

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Einführung in Facebook für das Seminar "Marktforschung: Social Media-Strategien in der Medienindustrie"

Transcript of Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

WPF 7425c Wintersemester 11/12Prof. Dr. Sarah Spitzer, Marco Jakob, Online-Medien-Management

Hallo erst mal.


Social Media = Tools that help connect people.

Social Media = Tools that help connect people.In diesem Seminar: ein Ausschnitt. Konzentration zunchst auf FB & Twitter. Vorschlge werden gerne angenommen.


Grundlagen: Social Media

Social Media is a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content(Kaplan & Haenlein 2010)

Meinungen, Kritik?

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. doi: 10.1016/j.bushor.2009.09.003.Social Networks und Communitys als Chance fr Non-Profit-Organisationen -


Die 1-9-90 Regel

Heavy contributors

Intermittent Contributors


1. Java A, Song X, Finin T, Tseng B. Why we twitter: understanding microblogging usage and communities. Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 workshop on Web mining and social network analysis. 2007. Available at: van Eimeren B, Frees B. Fast 50 Millionen Deutsche online Multimedia fr alle? Media Perspektiven. 2010;(7-8):334-349.3. Nielsen (2006) Participation Inequality: Encouraging More Users to Contribute


Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.

Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.


For marketing and brand managers, three important conclusions can be made from this research: Social media must be an integrated and incremental component of any marketing campaign; Heightened focus must be placed on interacting with social media Producers and turning them into fans; and Greater effort must be put towards evolving audiences to become Producers.



Online Social *



Social Network Sites

(1) Facebook Profil,(2) Nchste Folie(3) bernchste Folie


construct a public or semi-public profile within a bounded system

articulate a list of other users with whom they share a connection,

view and traverse their list of connections and those made by others within the system.

Darstellung des sozialen Netzwerkes hier meins auf Facebook. Farbig unterlegt sind Kontakte die alle miteinander vernetzt sind. Soviel sei verraten, die grte Gruppe sind Studienkollegen.


The Facebook vs. Foren


A World of Connections

A World of Connections



Facebook ist ein Online Social NetworkDer Nutzer hat diverse Grundfunktionen:Wall/Timeline (Edgerank/ OpenGraph)Nachrichten, InstantmessagingPhotoalbenAppsFacebook kann die Erde in Richtung Sonne ziehen

Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook Friends: Social Capital and College Students Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12(4), Facebook als Chance?


Open Graph

$User liest $Artikel auf SpiegelOnline

$User gefllt SpiegelOnline

Subjekt Prdikat - Objekt


Metriken fr FB-Pages

ReachThe number of unique People who have seen your PostEngaged UsersThe number uf unique Peopke who have engaged with your PostPeople talking aboutThe number of people who have created a story from your Page PostViralityThe number of people who have created a story from your Page Post as a percentage of the number of unique people whove seen it

[email protected] - 7425c Marktforschung Social Media

Facebook: Zahlen

Aktive Nutzer in Deutschland: 21.234.180Aktive Nutzer Weltweit: 760.280.000 (9.2011)

Mrz 2011:Deutschland: 17,19 Mio. (+ 1,2 Mio. seit Februar 2011) Schweiz: 2,51 Mio.sterreich: 2,46 Mio.


Facebook Fan Engagement


Facebook & Privatsphre

Was bisher geschah


Was bisher geschah



Busemann, K., & Gscheidle, C. (2011). Web 2.0: Aktive Mitwirkung verbleibt auf niedrigem Niveau. Media Perspektiven, (7-8), 360-369.Soziale Netzwerke - Eine reprsentative Untersuchung zur Nutzung sozialer Netzwerke im Internet. (2011, November 5). . Retrieved from, S., Broder, A., Gabrilovich, E., & Pang, B. (2010). Anatomy of the long tail. Proceedings of the third ACM international conference on Web search and data mining - WSDM 10 (p. 201). New York, New York, USA: ACM Press. doi:10.1145/1718487.1718513Alles in Moodle!