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Researching #SocialTV and the #SecondScreen

1 May

This semester, I conducted research for my Social Media Theory and Practice class on Social TV and the Second Screen market.  Due to my past experience in entertainment and social tv, I was interested in what it could offer, and recently, there were a lot of changes.

The hardest part was trying to figure out where to start my research.  With the amount of information out there, I was a bit overwhelmed to begin with.  I had to take an angle in order to filter out the information, and obviously I couldn’t present everything in a 20 minute presentation.   I began gathering data from industry sources like Lost Remote, Second Screen Society, Trendrr, and more.
I decided, after looking at all the data I gathered, to examine the state of the industry.  As so much has changed so quickly in the past few months,  I wanted to represent what Social TV is like right now, as it could change in a week.
After determining what I was going to focus on, I needed to find industry leaders and experts to talk to and get their insights about the state of social tv.  At first, it was difficult to find experts to speak with. However, after I began tweeting about social TV, I started getting responses to my inquiries.  I had the opportunity to interview Mick Darling and Amy Greenlaw at Tomorrowish, as well as Michael Cupo at ESPN, and Kimber Myers at GetGlue.  Being able to connect with individuals from different aspects of the industry was a great experience, and gave me a different perspective on how each sees social playing a role in what they do.
As part of the collaboration process, I had a G+ hangout with my professor, Dr. Ward, to discuss the progress I had made in my research, who I had talked to in the industry, and other such things.  After going through my presentation, and making some notes, we went through the features that a Google Hangout can offer.  I had never really seen the add-ons before, but being able to watch a video together online, for example, is a pretty cool feature.
google hangout
In organizing and getting prepared for my presentation, we were encouraged to use pearltrees to organize the content we found.  Although many of the websites and articles never made it into my final report, it was useful to have all the content I curated in one location, so I didn’t have to dig through a folder to find everything I wanted to reference.  Below is my pearltree for Social TV.
pearltrees

socialmention metrics

After presenting on April 25, my #2ndscrntv presentation hashtag had almost 70 thousand impressions, with 56 thousand accounts reached.  But what does that mean?  Reach is the total number of unique Twitter users that my search terms were delivered to (#2ndscrntv).  Exposure is the total number of times tweets about these terms were delivered to Twitter streams.  There is no guarantee that everyone who was delivered tweets saw them, but the potential for audience is there.  Below is a Tweetreach and SocialMention report for #2ndscrntv less than 4 hours after my presentation.
tweetreach metrics
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What exactly does ‘Global Innovation Management’ mean? A look back at a week in Seoul

1 Apr

For spring break I went to Seoul, South Korea to study “Global Innovation Management”.  Before going, I wasn’t sure what to expect, but after my trip, I think I have a good understanding of what global innovation means.

We spent the week going to companies like Korea Telecom, Amore Pacific, and YG Entertainment, as well as Hyundai, LG Display, and Samsung. I learned a lot about the challenges that global brands face when targeting multiple countries, and how they have to alter their marketing message (perhaps even their brand image) to match the values of that country.

Amore Pacific

Amore Pacific, a Korean cosmetics company, operates in multiple countries, including Japan, China, France, and the United States.  Marketing in each country is not a one-size-fits-all strategy.  As the company has learned, each country has different needs, and is more likely to be open to different products.  In Korea, Amore Pacific offers all their products and product lines.  When expanding to different countries, they have to understand the limitations of what they can offer in each.  In order to understand this, they conduct market research, surveys, and other types of research before launching any new product in a new market.

Welcome to Samsung

While in Seoul, my class just happened to visit Samsung the day before the Galaxy S4 launch.  Besides the fact that this was enormously historic, we were able to see how Samsung views itself in the global marketplace.  In most countries, Samsung is the number one in the mobile phone market.  The exception, of course, is the United States, where number one is Apple.  Additionally, the company shared with us other ways in which they market themselves, including experience stores.  In addition to getting a tour of Samsung Digital City, we also got a tour of the Samsung offices, and were able to see the history of what is now one of the largest technology companies in the world.  Seeing where the company started, and where it is now was one of the most enlightening experiences of the trip.

Welcome to Korea Telecom

Korea Telecom, one of the three main telecom companies in Korea, mainly functions within Korea.  However, they are ranked 5th in global markets in mobile smartphone usage.  In addition to providing mobile communications networks, they do work on other additional projects that reach outside of Korea and into the rest of Asia.  Some of their projects include a K-pop music app that is very iTunes like, and could possibly be a strong competitor in the Asian market.  Some others are education technologies that would take learning into the digital age.

Being able to go to a country that I most likely would never have visited of my own volition was amazing.  Being able to see how these companies view themselves versus how we in the United States view them was truly educational.  Additionally, being exposed to Korean culture was, most likely, a once in a lifetime opportunity.  Although I’m not exactly sure what “Global Innovation Management” means, I am inspired by what I saw and learned during my trip, and I understand that global brands have a multitude of challenges facing them when serving the global market.  There is no one-size-fits-all solution.

Social media and higher ed at Syracuse University

28 Feb
  1. .@Just_Kate, Syracuse native, talks to use about her background. She started @SyracuseU in Aug of 2011! #Newhousesm6
  2. After business school, a tech start up in Boston, Kate came back to Syracuse to head up the school’s social media.
  3. .@SyracuseU, as a university, follows a “best practices” policy for #SoMe, doesn’t necessarily have rules #newhousesm6
  4. 8 students work on SU’s SM accounts under the guidance of @Just_Kate, empowered to handle crisis situations! Cool! #newhousesm6
  5. Kate built a model in which students essentially run the social media accounts.  In crisis situations, students have the option to step off, but they are encouraged to stay on and are empowered with PR skills.  The only exception: campus safety. In those situations, Kate takes over and works directly with the appropriate department.
  6. The idea @Just_Kate says it’s about the student perspective as well as administration #NewhouseSM6 http://pic.twitter.com/GKenje3Rdn
  7. Social media in higher ed is about what your students what to talk about just as much as what the institution wants.  Both perspectives are necessary.
  8. Your social media team should go through extensive training before even touching the SM accounts via @Just_Kate #NewhouseSM6
  9. The social media team at Syracuse goes through training before ever touching a University account.  This includes tone of voice, and how to respond to users.
  10. To keep and nurture your audience, you need to create valuable content via @Just_Kate #NewhouseSM6
  11. “We RARELY put up anything on our FB that doesn’t have a visual element to pull the viewer in” says @just_kate #NewhouseSM6
  12. Kate defines “value” as visuals (photos, video) or linking to external sites.
  13. ROI = return on investment. In social, it’s difficult to measure. Kate measures it in Alumni donations, responses to individual posts, etc.
  14. Talking @Foursquare and @SyracuseU now – @just_kate in #NewhouseSM6 http://twitpic.com/c7kt7y
  15. Syracuse is on Twitter and Facebook, but also on Google , Foursquare, Pinterest, and Instagram.  That’s a lot to manage, but her model has it well covered.
  16. We hear @Just_Kate is dropping some knowledge on @DR4WARD‘s class, #NewhouseSM6. Take some notes, kids. She’s knows her stuff.
  17. Best branding techniques = Don’t be too obvious with content. Subtly goes a long way via @Just_Kate #NewhouseSM6
  18. have a plan, and plan your content BEFORE getting on #SoMe says @Just_Kate #newhousesm6
  19. Kate’s words of advice: always have a plan. Social media takes time, and takes content. Lacking in either will make your social campaign suffer.

What do you do with a Masters in New Media Management, Part 2

21 Feb

In July 2011, I began my masters program at Syracuse University thinking that I wouldn’t graduate with two degrees until at least May 2013.  As of December 2012, I have completed all the requirements for a Masters of Science in New Media Management, and have since received my diploma.  Despite the fact that it is somewhat unreal to already have a degree before actually graduating from graduate school, I’m surprisingly relieved that one of my masters degrees is already completed.

New Media Management

My New Media Management Masters degree, which I received yesterday

For the past two years I have focused not only my studies, but my outside work on social media marketing and strategy.  Last summer, I interned for the digital advertising agency 360i as an Account Management Intern.  During the summer, I learned how to manage a cross-functional team, work with a client, and manage a campaign on budget.  I was able to see the agency from all perspectives, as I spent a day with each department learning what they do.

This year, my MBA program is fundraising for the Special Olympics as part of a competition against other business schools across the country.  To raise awareness, and possibly to get donations from outside our own community, I created a social media presence for our team, and have been tweeting/facebooking about our events and fundraising efforts.  Through social media, I was able to get over 200 people to come to our first fundraising event, which raised over $200.

As part of a school project, I am working with an outside company, and examining the state of their advertising practices and social media presence.  Although the project is in its infancy, I am looking at how to best create a social media advertising campaign for a start-up with a clear brand message.  In addition to that, I am looking at how social media will be useful in expanding knowledge of the brand in our target market.

Now that graduation is less than three months away, and one masters degree is done, I’ve started applying for jobs in advertising, social media, and marketing.

How Social Media Affects Brand Equity

28 Dec

This semester, I wrote a paper, examining how companies are currently using Social Media in their advertising and marketing strategies, versus how they should be using it to increase brand loyalty and increase brand equity.  The paper looks at two companies in the same industry: Whole Foods Market and Safeway.  One company uses Social Media as essentially another advertising outlet, while the other uses it create a dialogue with their consumers.

 

executive summary

 

This is the executive summary of the paper I submitted.  For more information or for a full copy of the paper, please feel free to contact me.

Shayna Blumenthal’s Resume

20 Dec
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