Zakon org robert internet timeline

Blogpost (Digital Marketing)

Assignment due date:

The blog is a semester-long work-in-progress, with final entries and comments to be made by before the Workshop in Week 12.

All students must write the equivalent of at least six (6) blog posts based on the relevant weeks topic and content. This is to be done throughout the semester and blog posts are to completed before the respective and allocated workshop for each student. Late penalties will apply if blog posts are not submitted on time.

Submission:

· You are required to provide a link (URL) to your blog via the submission link on this page. Promoting your posts via social media is under no circumstances regarded as submitting your assignment. You only need to submit a link to your blog homepage - not to individual posts. Once you submit a functional URL link, no further action or follow up is required.

· A common error here is to submit your personal login URL instead of the blog URL. Please check your URL before submitting.

· Individual posts must be written BEFORE your workshop on the incoming topic for the week in question (e.g. if you write a post on Mobile Marketing, then that post needs to be written before you attend your workshop in week 6).

· Once you submit your blog URL, it is the expectation that you will writing up your blog posts on due time.

Length:

Each blog post should be between 300 ~ 400 words.

Learning Objectives Assessed:

· Evaluate the implications of digital technology on buyer behaviour, marketing strategy and customer relationships.

· Assess various digital tools and technologies and identify the most appropriate tool(s) to support specific marketing objectives and strategies.

· Demonstrate an understanding of the theory and frameworks that inform the development of a digital strategy

Details:

· This item of assessment requires you to critically write about Digital Marketing throughout the semester, through the use of a blog. You will blog at least six (6) times during the semester.

· Each contribution to your blog post should be a well-considered and thought-provoking comment about a relevant aspect of Digital Marketing and related to the respective workshop / seminar topics. Your blog post should never be a summary or a description of the material given to you in the readings and videos for each respective week. Here, we are looking for more advanced skills such as discussions, debates and critical evaluations.

· Your weekly blogs posts should have some value added perspective, opinion and/or critique that can engage with your audience. QUT outlines in simple terms how to write a critique (Links to an external site.) on their website.

· Interesting topic headings, original content, personal opinions backed up by theory or best practices, credible references (hyperlinks), impactful examples, a call to action, good structure and layout, visuals etc are some of the core considerations of writing a blog post. You can review this checklist Checklists to help you craft your posts

Actions

. Please refer to the rubric criteria for further details.

· Your blog post should illustrate consistent engagement with your audience (peers) . It is imperative to promote your blog posts throughout the semester to have others comment on your blog posts. For blog engagement, you are expected to get comments from your peers in your blog posts AND also engage with them by actively responding on their comments in your blog posts. Remember this consistent engagement is worth 30% of the total assessment marks. When choosing blog platforms/tools please make sure that it allows for users to leave comments without signing up. Students are expected to check up on their blog comments regularly and take necessary steps to increase blog engagements.

· Individual blog posts must be completed before each workshop as we will use them as discussion points in class/workshops. You will be given time during the workshop to 'promote' your blog and further generate a discussion. You are also encouraged to use our social media channels (Facebook and LinkedIn) to promote your blog post to your peers further.

· Excluding Weeks 1, 5 and 7 there are a total of 9 opportunities to do blog posts. So that means students can write up a maximum of 9 blog posts. However we will only evaluate the best 6 for the assessment. There are no extensions on individual blog posts. If students miss one, they need to move on to next weeks topic. Students can write maximum of one blog post for each week.

· You are encouraged to use a publicly-available blogging tool for this exercise. We recommend WordPress.com. However, you may use Blogger, Linkedin, Wix or others. If you are concerned about using a public blogging service, speak with the tutor.

· You are permitted to utilise multimedia in your blog (such as video blogging, audio podcasts). However, please ensure that you consider your audience and their ease of access to your content. Remember, an excellent blog encourages interaction with the readers. To this end, you need to promote comments and dialogue with your audience actively. You are also required to contribute to the conversations on others' blogs.

· Remember that at all times you should respect the rights of copyright owners while blogging publicly

Social Media Marketing: Past, present and future

MKTG1415/1427: Seminar 2 Presented by Torgeir Aleti

Internet Timeline:

Internet Timeline

• A brief history of the internet and Web 2.0

• See Hobbes’ Internet Timeline • Archive-name: Hobbes' Internet Timeline

Version: 8.2

• Archive-location: http://www.zakon.org/robert/internet/ timeline/

1980s: Newspapers online?

https://www.youtube.com/watch?v=X84muuaySVQ

Internet Timeline

• 1990 • First website (http://info.cern.ch) • First internet service provider – The World

(http://world.std.com)

• 1993 • CERN (European Organisation for Nuclear Research)

announces that the www would be free for anyone • US Whitehouse comes online • First commercial websites appear

• 1994 • First commercial spam

• Canter & Siegel law firm “Green Card lottery” • Feb 1995: Commercial spamming on behalf of clients –

Cybersell – sell.com

First banner ad sold on hotwired.com on 25 October 1994 (www.mashable.com/2013/08/09/first- banner-ad/) Alcopop or AT&T?

http://www.zakon.org/robert/internet/timeline/
https://www.youtube.com/watch?v=X84muuaySVQ
http://info.cern.ch/
http://world.std.com/
http://www.mashable.com/2013/08/09/first-banner-ad/
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Internet Timeline: 1994

• Jerry Yang & David Filo: • Jerry and David’s Guide to the World Wide Web (January) • Yet Another Hierarchical Officious Oracle (April)

Internet Timeline: 1995

Internet Timeline: 1998 Internet Timeline: 2001

Internet Timeline: 2004 What is Web 2.0? • A buzz-word! • Interaction – an attitude • A perceived second-generation of

web-based communities and services that facilitate collaboration and sharing between users • Consistent with Tim Berners-Lee’s

vision

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13

What is Web 2.0?

“Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an “architecture of participation,” and going beyond the page metaphor of Web 1.0 to deliver rich user experiences.” Tim O’Reilly, O’Reilly Media, 2004

Web 2.0 is fundamentally about…

• User-generated content

• Marketing: “CGM” – “Consumer-generated media”

• “Social Media”!

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Top web sites

• http://www.alexa.com/topsites Social Media

17

What is “Social Media”?

18

https://www.youtube.com/watch?v=likKsLON2rM

Socialnomics: How Social Media Transforms the Way We Live and Do Business By Erik Qualman. $2.5 million copies sold worldwide in 8 languages.

http://www.alexa.com/topsites
https://www.youtube.com/watch?v=likKsLON2rM
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Social media adoption by business

• A study by University of Massachusetts Dartmouth (2015) found that:

• Over the last 8 years, the fastest growing private US companies (inc.500) outpacing the revenue-based Fortune 500 in their use of social media. • The adoption curves for different social media differs:

• E.g. Inc. 500 were outpacing the revenue-based Fortune 500 in their use of blogs.

• Source: https://www.umassd.edu/cmr/social-media- research/2018-inc-500/

Some applications

• Wikis – editable websites • Collaboration (Assume all people are good/equal;

http://www.wired.com/2015/03/wikipedia-sexism/)

• Blogs (“web log”) – website with entries made and displayed in reverse chronological order

• Text, images, links, media • Interactive comments

• Microblogs – e.g. Twitter • Social software – collaborative applications

• An online community – connections, collaboration, social

• Instant messaging, Facebook, YouTube, WhatsApp, virtual worlds

Classification of SM platforms by their purpose

Tuten & Solomon, 2018

Social Community & Social Publishing

§ Publishing: – Channels focused on dissemination

of content – Vehicles include blogs,

microblogging sites, media sharing sites, wikis etc.

§ Community:

– Channels of social media focused on relationship building and maintenance among people sharing common interests / identity

– Vehicles include social networking sites, message boards and forums

Social Commerce & Social Entertainment

§ Entertainment: – Channels focused on entertainment – Vehicles include gaming sites, virtual

worlds and entertainment communities

§ Commerce:

– Channels of social media focused on facilitating commercial transactions

– Vehicles include review & rating sites, deal sharing sites etc.

Kaplan & Haenlein (2010), Classification of Social Media by Social Presence/Media Richness and Self-presentation/Self-disclosure

https://www.umassd.edu/cmr/social-media-research/2018-inc-500/
http://www.wired.com/2015/03/wikipedia-sexism/
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Learnings from early “travellers” in SM

1. Challenge old ways of thinking on community engagement

2. Unify and embed 3. The move to strategy 4. Not free, resource heavy

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KPMG (2011)

Challenge old ways of thinking on community engagement

• It’s the consumers’ space, so use their language and communication • Use personal, rather than formal

business language • Immediate, 24/7 availability • This is no place for press releases and

corporate websites

KPMG (2011)

Unify and embed

• Develop a consistent voice • Consider using internal social

networks to connect staff • Importance of employee training The move to strategy • Often top-level strategy is driven

from below, rather than top-down

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KPMG (2011)

Not free, resource heavy • SM is resource-intensive • Requires far more input and effort

than most organisations anticipate • 24/7 expectations of customers is

changing business practice

KPMG (2011)

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Advice for companies using social media

• Using media 1. Choose carefully 2. Pick the application, or make

your own 3. Ensure activity alignment 4. Media plan integration 5. Access for all

29 Kaplan & Haenlein (2010)

Advice for companies using social media • Being social

1. Be active – take the lead, create relationships 2. Be interesting – listen, and enable others to contribute 3. Be humble – learn how to use the platform 4. Be unprofessional – be personal and fun 5. Be honest – e.g. wikipedia ≠ advertising

30 Kaplan & Haenlein (2010)

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“Keep it Simple and Shareable”

• Circles represent when social consumers are active online, columns represent when brands post on Facebook

32Source: Buddy Media, “Strategies for Effective Wall Posts: A Timeline Analysis”, Sept 2012.http://socialmediatoday.com/gonzogonzo/1695916/content-marketing-kiss-keep-it-significant-and-shareable

https://www.youtube.com/ watch?time_continue=2&v= hgWie9dnssU

This week's industry reading

http://socialmediatoday.com/gonzogonzo/1695916/content-marketing-kiss-keep-it-significant-and-shareable
https://www.youtube.com/watch?time_continue=2&v=hgWie9dnssU