Guest Lecture 5 - Fri Dec 2 - Therese Reuterswärd

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Guest lecturer: Therese Reuterswärd, Online Market Manager at Scandic Hotels

Title: Relationship marketing through social media

Time: Friday December 2 at 10-12

Place: Lecture hall K2

Abstract:

Therese's presentation will emphasize what the shift from broadcast media to social media actually means for businesses. She will show examples of relationship marketing in daily work and talk about the types of challenges you will face when trying to make it all come together and put it all into action.

Additionally, Therese will touch on the tools and techniques behind it all; Klout score, Facebook Edgerank, Google+ and social shopping.

Some of the challenges Therese experienced last year (at last year's lecture in the course which was givet at a time when she worked for Electrolux) are summed up here [partly in Swedish and partly in English]. Therese welcomes feedback on her presentation-in-the-making (http://prezi.com/brkhgclm4kf0/relationship-marketing-through-social-media/) and through twitter (@TrulyTherese).

[Please take a moment to think about these issues. What do you imagine or expect Therese to talk about? Can you in advance think of a question you would like to pose? / Daniel]

About Therese:

Therese graduated from KTH Media Technology in 2006. Her task at Scandic Hotels is to create strategies for generating traffic, converting it to business and at the same time maximize retention via online channels. Therese's focus is to, at every digital touchpoint, adapt timing, placement and marketing content to fit consumers' behaviors and needs. Specifically, Therese is responsible for e-commerce, web analytics, search engine marketing, PPC advertising, affiliates, digital partners, email marketing and (occasionally) social media.

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Important info about your posters

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Thanks to a student in our class who studies the print specialization, we now have a deal with a nearby printshop to print your posters. This is an option - you can do it but you of course don't have to do. KTH/this course will pay for the printing costs.

The printshop is called Vitt Grafiska. These are the steps for having them print your poster:

- Send a pdf file to klasse(at)vittgrafiska.se on Sunday. It is important that they have all the posters when they get to their jobs on Monday morning.

- IMPORTANT: write "KTH" in the subject line of your e-mail!

- You need to have at least 150 dpi resolution for it to look good when it is printed.

- You can pick up your posters at Karlavägen 104 on Tuesday morning. The printshop is 2 kilometers away from KTH, you can walk there or go there by bus/subway.

If you have any further questions, please pose them here in the form of a comment to this blog post. I will then call Klasse at Vitt grafiska later this week and post the answers here!

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Readings for lecture 6 - Journalism and sustainability

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The topic of this weeks lecture is journalism/citizen media and sustainability. I wanted to do sustainability last week, but we had some logistical problems with the equipment and time ran out. So this lecture is based on two different "packages":

Package 1 (was topic 4 last week): Perhaps most provocative of all questions; is the Internet/social media sustainable in the long run? Will we face challenges during the 21st century (climate change, energy and resource depletion issues) that will force us to radically rethink our habits and our use of technology? These short texts point out some radically different possibilities for the future of cheap electricity and for the Internet/social media.

- Bardi (2009). "The spike and the peak" (pdf file). Posted to online discussion forum "The Oil Drum" - 4 pages.

- Pargman (2010). "Ubiquitous information in a world of limitations" (available in Bilda/Documents/Papers). Presented at a 2010 workshop on "The culture of ubiquitous information". - 16 pages.

- Greer (2009). "The end of the information age" and "The economics of decline" (printer-friendly version). Published at Energy Bulletin - 3 pages each.

Comments: My text above is also the basis for a proposed master's thesis topic, "ICT use in the post-modern city". Greer's texts draws on his 2008 book "The long descent: A user's guide to the end of the industrial age". Greer makes a passing remark to the short 1909 story "The machine stops" by the author E.M. Forster (more well-know for "A room with a view" and "Howard's end"). You might consider reading a little fiction in you get tired of all the fact-filled texts above...

Package 2:

- Benkler, "The trouble with mass media" (chapter 6) - 35 pages

- Fallows, "How to save the news". The Atlantic, June 2010. - 12 pages (in the original print magazine)

- Gillmor (2006), "We are all reporters now" (BBC News) - 3 pages

- Gillmor (2006), "Introduction" from his book "We the media: Grassroots journalism by the people, for the people" - 11 pages, available in Bilda/Documents

26 + 61 = 89 pages

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Late assignments grading

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We have already said that we will grade late assignments later (after Dec 9). What there hasn't been is any explicit info about is how late you can hand in late assignments.

Since we actually haven't specified it, we will allow you to upload late assignments until Dec 9. This is waay later than we would prefer, but we will allow it since this has not been explicitly specified until now.

You very late assignments won't however get high points, because:

- You have not been able to contribute to seminars with your assignment (seminar questions, seminar attendance/activity)

- There is a decrease of relevance of your very late contribution (both for us teachers reading it and for you within the framework and schedule of the course).

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Change of date for the last lecture

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My last lecture in the course was supposed to be held on Tuesday December 6. We also have the poster presentation on Wednesday December 7 (at 10-12) and we have the last guest lecture on Friday December 9 (at 10-12).

This last lecture of mine will be divided between 1) talking about social media and games and 2) doing a course evaluation through an interactive so-called "gripe session" (I'll explain later). It however seems like a pretty bad idea to have the course evaluation before instead of after the poster presentation, so I have moved the lecture. I checked your schedule and I just talked with my seminar group A and so the new time slot for that lecture will thus be December 7 from 13-15 in lecture hall E2. In other words; the same time and the the same place but one day later. I hope that won't cause too many problems for you!

We will thus meet twice that day (poster presentation before lunch and the lecture/gripe session directly after lunch). Do note that you get a point for attending this specific lecture of mine (same as with the guest lectures, e.g. 1 point/each).

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Personal reflection about your assignments

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I have read quite a few of your assignments by now. This comment arrives so late in the course that it is of less use here, but perhaps it can be of more use later and in other contexts where you have to write texts (not the least your upcoming master's theses).

My feeling is that many, well, actually the majority of you students spend too little time thinking about what you will write and planning what you will write and that you instead just sit down and start to write something up.

It's better to spend 75% of the time planning, sketching, perhaps drawing up an outline, perhaps adding some headers and a sentence of two about what you will write about under each header - and only then spend the remaining 25% of the time producing the actual text. I get the feeling many of you spend 25% of the time, and sometimes less, thinking some about what you will write, and then too quickly sit down and try to squeeze out the required 400 - 600 - 800 - 1000 words for the assignment.

The result is that you reach the production goal (number of words), but that the text oftentimes is unfocused and difficult to follow. I often have a hard time to find a red thread or something that keeps the text together. It's rather a little about this and a little about that, a reference here, a quote there and then some opinions added. When I have finished, I'm unsure what the text actually was about, and going back to the start might not always help me to understand what The Issue you wrote about was. I instead find several smaller issues or just a string of ideas.

Beyond the concrete advice I gave above (on planning vs execution), I would suggest you pose a question somewhere in the first paragraph ("...so how does ... relate to...?", "why doesn't the music industry...?"). This will help me and you understand what the topic of your text is. You should let your eyes stray back to that question whenever you don't know what to write next in your text. It might also be a good idea to think about that question when you finish the text, perhaps add a conclusion to the question or a summary of your arguments?

I'm an experienced writer and while it's not fair to compare my texts to yours, I still encourage you to have a look at this "extended abstract" (500 words) that I submitted to a workshop only earlier this month. I can promise you that I live as I learn and did spend the vast majority of time thinking about and sketching out what I would write ("hmm, first I'll write something about ... and then..." "hmm, I need an argument that ties this and that together", "hmm, should things be said in this order or is it better to first state that..."). I only spent a little time actually writing up the final text. Do also note how much can be said in only 500 words - (the assignments for this course should be between 400 and 1000 words).

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Poster review meeting feedback

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There were a couple of interesting questions raised by specific groups that I would like to give some feedback on to all groups:

Can we change the name of our group?

- You are allowed to refine/alter/change the name of your group. You are in fact encouraged to do so if you feel that the name does not any longer reflect the work of your group.

The glossy printed poster looked great, how can our group do one?

- We will be able to print your posters. One student (studying the print specialization) has contacts and is looking in to it. Printing a poster is optional, i.e. you can but you don't have to do it. More info will follow, hopefully later this week.

- What is the status of the poster vs the paper?

Both should be able to "stand on their own legs", i.e. you should be able understand your group's core idea (basic concept) from the poster without having read the paper and vice versa.

How will the group assignment be evaluated/judged?

- Do note that criteria for evaluating the group assignment are spelled out in the document "Examination and grading" (available in Bilda).

Some students seem to be less connected to their groups (for example by not showing up at the meeting and other group members having no information about it). The KTH School of Computer Science and Communication (CSC) code of honor has a couple of things to say about group assignments and regulation 1 more specifically states:

"When working in groups each member shall contribute equally and all members shall be capable of giving account for the whole solution."

Do note that there is no final exam in the course, but that the group assignment is part of the examination (20% of the credits). We therefore want you to include a short paragraph (a few sentences at the end of your group assignment document) where you describe the division of labor in your group.

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