social media portfolio

tina kazan

table of contentsWHo am I...

professor

#IntcomSTAY UNIQUE...STAY DODGE 2classmates 4Twittersocail media platform

10Tweet science 13Book clubnaked conversations 15movie reviewpage one: inside the new york times 16nostalgia

the history of the internet 18buzzwordskeywords used in class 19facebookcan the ultimate social

media survive?21

Technologysteve job’s contribution to the world 24website analysis 27

google 28business 31

research 22

WHo am I...I am a Millennial and this is what I can do for you

I am a public relations and advertising major with a minor in jour-nalism at Chapman University in Orange, CA. Originally from Boston, I came to Dodge College of Film and Media Arts because of the top-tier and one-of-a-kind PRA program.

Supplementing my academic studies, I have held various internships at companies such as Chanel, Christie’s, Boston Magazine, and Regan Communications, where I was immeresed into the corporate world of luxury and high fashion public relations and marketing.

I am a lover of fashion, art, sports, and traveling and I document it through social media.

professor

Tina Kazan

C ory O’Connor, whose always dressed in Armani suits, recieved his MBA from Harvard Business School, spent nine years as Senior Vice President of Synergy, Programming and Communications at The Disney Channel. O’Connor is a firm believer that “the future is in marketing--the marketing plan drives business, but the creativity animates it.

In addition to teaching, O’Connor oversees Chapman Uni-versity’s National Student Advertising Competition, which has won the title three years running.

Cory O’Connor1

#IntcomSTAY UNIQUE...STAY DODGE

# Internet Communications is a business course for public relations and advertising professionals. This means that we are cultivating our skills in persua-tion and empathy. Whether in PR or Advertising, you must persuade your publics. Do the reports and citizens believe you, Miss Publicist? Do consumers find you credible, Mr. Advertiser? #IntCom suggests that you: Must be persuasive to function in PR and Advertising

Must possess empathy to persuade

Begin manifesting empathy by loving your colleagues, customers, and all other stakeholders (Or, hold a vision of a world that is better than the one we live in now)

What is #intcom about....

BUSINESS RELATIONSHIPS

WRITING

LOVE (OR A VISION OF A BETTER WORLD)

3 BIG IDEAS

We live in a tripolar world: there’s you. there’s me. there’s what we can do together.

but...i am a narcissit

developing empathy will mobilize me to persuade

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#IntcomMethodologiesof #Intcom... WHAT IT LOOKS LIKE

3

E each class session begins by placing our cell phones on the floor and having a three minute student-led meditation session to clear our heads and relieve us from our daily stresses (Studies show a 30% in-crease of productivity after a mediating).

Although we are in a computer lab, we do not utilize the internet or technology, rather we study online communications entirely offline by using the in-class Socratic Method and Social Media outside of it.

The class setting reiterates the importance and power of face-to-face communication in the world of business.

By studying the internet offline, we are able to fully understand how it has evolved from its origin to its dominent role in our everyday life.

The 21st century has produced evolutionary tech-nological advances dominated by Apple to online social platforms that have changed the way in which we interact with people and conduct busi-ness.

#IntCom serves the purpose to educate us about the world-wide web in order to effectively utilize it as a business tool and within the world of public relations, advertising, and marketing in order to tell the story of a brand and company to their specific intended target audience.

Internet communications is the future and it is essential for all companies and businesses to adapt and engage in the conversation now, because it is crucial to their sucess.

This social media portfolio is a comprehensive collection of case studies, class discussions, and features that illustrate why it’s essential for business to adapt to the world of social media, and fast.

classmates

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PR/AD. Passion for dance, traveling, boating, friends,

and everything fashionable. From Newport Beach, CA.

@liliweiner

PR/AD major, business minor. loves transformation, expressing emotion through the arts and finding hidden beauty in my surroundings.

@retro_Allure

PR/AD major, communica-tions and dance minor. loves dance, going to the beach, traveling, cooking and eating.

@allegrabatista

enthusiast born in San Diego who loves dancing, traveling, and art.

@cassieenos

Born and raised in Bellevue, Wa. I live for the sunshine and being outdoors. PRA Major at Chapman Univeristy, Presi-dent of Sigma Alpha Epsilon fraternity.

@stevenlieb

classmates

5

PR/Ad enthusiast, #nonprofit founder, vintage lover, chocolate addict, #froyo fanatic, and all around fun-loving gal.

@breanna_fleck

Born and raised on Maui, HI, love cooking, dancing, scuba diving, and everything under the Hawaiian sun.

@leilaniichinose

enthusiast born in San Diego who loves dancing, traveling, and art.

@lilmermaidajs22

PRA major, English minor. Passion for writing, music, the entertainment industry. Enjoy sunshine, magazines, movies, working out.

@meg_sto

Tri Delta, NSLS, Volleyball, travel, photography, and event planning.

@rachelvolbert

classmates

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Tammy Lee, Korean American, OC native, PR & AD/Comm., Christian, Lover of family, friends and fellowship, Inspired by faith, love and passion, Lakers fan.

@tammylee

PRA major and minor in broadcast journalism. A television junkie, music lover, and a theater nerd. I love having crazy experiences and learn-ing new things.

@hannaconley

double major in Public Relations/Advertising and Dance. Dance has been my passion since I could walk, and my family is the reason for everything I am. I have a love for travel, food, television and anything Texas.

@katieaparsons

PR/AD major, English with emphasis in journalism. Enjoys playing saxophone, working out, and swimming.

@hthbellhop7

PR/AD major, graphic design minor, born to travel, lover of food, art & music, passion for the outdoors, sports, running & yoga

@barbz_holla

classmates

Double major in PRA and Dance. Dance has been my passion since I could walk, and my family is the reason for everything I am.

@britrooney

PR/Ad major, Comm minor, proud Washingtonian, motocross geek, country & rock/metal/grunge music fan, travel lover.

@sabrizz

PRA major, Enjoys music and film. Loves a good party and isn’t afraid to fight for his right to party.

@oksm08

Boston born, Socal livin’, Front Desk at Cheesecake Factory, PR/AD major, Theater Arts for Cinematography minor.

@andipasquale

@t_hartman21

PR/A major. Jersey born & raised. I love music, tanning, swimming, and New York City.

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classmates

Country music lover studying PR/AD & Screen Acting from LA. Whose goal is to find truth & connection in relationships & communication.

@golaurag

Chris Williams from Santa Barbara, CA, Major in PR&Ad, Minors in Leadership and Picture & Film Editing. Plays any sports and likes to travel, live your life one day at a time.

@cwilliams912

The structure of our #IntCom class was to build lasting relationships with our peers through the socratic method and by reading each others blogs about topics that we found to hold a passionate value to us.

Throughout the semester, we engaged in open dialogue and communications in order to maximize our learning experience and foster an environment in which we could formulate long-term busi-ness relationships with our peers.

Our class was setup to mimic that of Harvard Business School and its method in creating a plat-form for students to work together to learn, create, and innovate. Having a class taught in the way that #IntCom was, it opened my eyes to see how important business relationships are in all facets of communications.

In order to be a better marketer, one must know have a standing relationship with their intended consumer and publics.

Take for example high-end retailers, such as Bergdorf Goodman, where customers always come first and consumers have a first-name relationship with employees who inform them of new col-lections and hand-select merchandise that they think will fit well with the personality of the buyer.

To successful sell, market, or communicate a brand or service to the masses, one must build a trusting and sustainable relationship to create loyalty and trust before even mentioning the prod-uct or service.

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[Robert Reiss]: When you first took over as CEO in full disclosure you, you were the first non-family CEO and there’s a relationship with the chairman and how did you, how did you get your way because no department store had ever tried to lure the luxury in that way. You went a completely different way. How did you manage that?

[Ira Neimark]: I’ll tell you Andrew Goodman, the lady up here knew the Goodman’s family, Stanley Marcus and woman that owned G. Fox in Hartford where I worked, they all sold their businesses and they sold their business because the company that was buying them, May Company, or caught a [in-audible], were told we are merging. Well as sophisticated and smart as those people were, they didn’t know what merging was. We’re buying and you’ll get moved aside. So Andrew like [inaudible] back and Stanley Marcus when the store began to change and I moved this and I moved that and did this and did that and Andrew was very unhappy. He said, “Why did they buy us if they want to make so many changes?” I had to explain politely, “It’s just because the potential was there that you never real-ized.” The resistance to what I was doing with Andrew continued for a number of years. But finally the store began to pay – this is public information, 5% on sales which means that the family now received $25 million every year. I visualized this as an oil well on 5th Avenue.

So once the money began rolling in, you know maybe this guy’s on the right track and they were encouraging. Stanley made the same mistake. Stanley was as vision as a merchant. “Why do you want to change my store?” And unfortunately it has been changed and I said to this morning’s group, the service that Neiman Marcus was known for in those days, that’s what I said, I hope it’s off the record, the service does not exist any longer. And the talk I gave this morning particularly on the potential I think that the heading of the story was, Discovering a Gold Mine and the Lost Art of Customer Ser-vice, and this is something I believe in like religion. You walk into a store and someone doesn’t greet you. I’m talking about a class act; it doesn’t work.

[Robert Reiss]: Talk about your leadership belief. I know at lunch you read me a part of the book.

[Ira Neimark]: I thought you’d never get to that. When I had to give the talk this morning for this par-ticular group, I went looking for something to lead off the talk that would make sense to them since they were very interested in personnel and help. So I found a Napoleon’s book, Napoleon’s Thoughts on Help and I quoted this morning and with your permission, I would like to quote it now. He said, “I try to find smart, lazy people. They make excellent assistants. The smart energetic people, already the leaders and are much too busy to help. The lazy and stupid are unable to help and the energetic and stupid must be shot.”

Now the reason I thought that was so appropriate, hoping no one here represents Circuit City, this guy should, should’ve been shot. As you know, Circuit City about six months ago, a year ago decided to get rid of all their top sales people; they were too expensive and brought in secondary people and the stock that day went from $8 to $1. Finally, two weeks ago, chief resigned at Circuit City (I would have shot him before he had resigned) and the stock now is a $1. Now I don’t understand in retail business how people are paid so much money to be so stupid and cost their business down the drain. That did not happen many years ago and retailing has changed and so has business changed where the last guy standing gets a shot at the options and now you have disaster at different countries; Wall Street as well.

So I believe in shooting. [Excerpt] 9

Twittersocail media platform

@Twitter is an online social media platform that ena-bles its users to send and read text-based posts up to 140 characters. It connects users to friends, experts, celebrities, news, and companies--providing updat-ed real time updates with all the latest news, trends, and topics.

Outside of class, #IntCom utilizes Twitter as its pri-mary means of communication. We use it so share articles relevent to in-class discussions, updates on upcoming assignments and homeworks, as well as a platform where we can interact outside the class-room.

Twitter is an essential business tool and can help business effectively connect with their intended target consumer and audiences at real time and in an intimate setting.

@

#

RT

fundamentals

hashtagis used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorize message. People use the hashtag to highlight a keyword of a conversation.

mentionsis any Twitter update that contains an @username anywhere in the body of the Tweet (@replies are also considered mentions).

retweethelps you and others quickly share a Tweet with all of your followers. It is the greatest compliment and form of flattery.

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fundamentals

Twittercase study

O n Monday, February 28th, 2011, a video of Christian Dior’s chief designer John Galliano announcing that he ‘loves Hitler’ made an extremely offensive splash across the internet.

The video, obtained by British tabloid ‘The Sun,’ came in the wake of an inicident at a Paris cafe where the designer was charged with spouting hate-ful rhetoric.

“I love Hitler,” the mustachioed, black-clad Brit-ish designer slurred at his fellow diners at La Perle. “People like you would be dead today. Your mothers, your forefathers would be F-ing gassed and dead.”

Stephane Zerbib, Galliano’s lawyer, told The Associ-ated Press he didn’t know he was being filmed.

On Tuesday, Twitter erupted when the news of Gal-liano’s firing from Dior remarks made it’s way to the social media world. The tweets were flying fast and furiously in every language imaginable, ranging from humorous cracks to utter disgust.

Actress Natalie Portman, the celebrity face of Miss Dior Cherie fragrance who happens to be Jewis,

Christian Dior moved swiftly, suspending Galli-ano four days after the tape surfaced. But it wasn’t until Portman’s announcement that the company decided to fire him.

Less than week later, Dior’s CEO, Sidney Toleda-no, addressed the public prior to their runway show at Paris Fashion Week.

He was later fired from his own John Galliano label, which is owned by Dior parent-company LVMH. However, Dior’s response to this situation was scattered and not prompt enough.

Dior’s CEO should have addressed the public immediately after the video had gone viral, rather than the celebrity face being the first to speak on the crisis.

The company was late in their response, undeci-sive on their decision at first to fire Galliano, and did not handle the matter appropriately leaving room for reporters, fashionistas, and the fashion world to speculate, thus creating even more dam-age.

when tweets go viral

released a statement saying:

“I am deeply shocked and disgusted by the video of John Galliano’s comments that surfaced on the web. In light of this video, and as an individual who is proud to be Jewish, I will not be associated with Mr. Galliano in any way. I hope at the very least these terrible comments remind us to reflect upon com-bating these still-exisiting prejudices.

This event, not only led to the public firing of the French haute-couture house’s designer, but led to a huge brand image crisis. Thus, it is essential that businesses and companies be aware of the power of Twitter and how it’s impact can effect the brand identity of their company.

Social Media and the world-wide web have the reach and speed to turn any incident into amarketing and public relations crisis.

@john_Galliano_

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Twittercase studywhen tweets go viral

When two Domino’s Pizza employees filmed a prank in the restaurant’s kitchen, they de-cided to post it online. In a few days, thanks to the power of social media, they ended up with felony charges, millions of disusted viewers, and a major company facing a public relations crisis.

The video, which was uploaded to YouTube, went viral via Twitter. It is necessary for a company to address the crisis immediately, because the longer they wait the worst the situation will get.

Domino’s was slow in responding, but when they company CEO Patrick Doyle finally addressed the public.

He did so via a video blog and personally apologized for the horrific actions of the ex-employees responsible for the video.

Additionally, to address this crisis, Domino’s created the Twitter handle @dpzinfo to personally responde to every tweet regarding the matter.

A lesson in handling a social media public relations crisis can be learned from this case study. be prompt in your response

know what is being said

answer the public directly12

his brainstorming session, held at the company’s San Francisco headquarters, is about the same thing most meetings at Twitter seem to be about—namely, getting interesting people to do interesting things on the platform.

Sladden’s team no longer encounters the blanket skepticism it once met with, but it is still a minor-ity of celebrities who have embraced Twitter as an organic, authentic way to relate to their fans, as @ladygaga (eighteen million followers) or @kanyewest (six million) has.

In rapid succession, Sladden pushes through novelists (“I will die if I can ever convince Rich-ard Ford to do this,” she says), ways the “herit-age” band Duran Duran might use Twitter on an upcoming reunion tour, and an experiment with Fox News in real-time polling about whether the presidential candidates were answering or dodg-ing questions posed in a Republican- primary debate in South Carolina.

It’s like the dialogue on an Aaron Sorkin show: Ideas are tested; banter is exchanged; cultural references fly by at 60 mph. When the meeting ends, it is unclear what exactly has been accom-plished, but a lot has been commented upon in a clever, pithy way.

Being at Twitter is, in fact, a lot like being on Twitter. [Excerpt]

T

Tweet sciencetwitter, the140 characters social media plat-form that mimics microbloggingon barack obama, ashton kutcher, narcissism, the strug-gle for human freedom, and starbucks into cash--and quick, before its moment passes. is this asking too much of even the world’s best technologists?

t the headquarters of Twitter, they like to measure human events in tweets per second, or TPS. The more tweets per second, the more impressive and important the event—Twitter as the most important measure of human history.

“People describe Twitter as a global consciousness,” says Ryan Sarver, a fast-talking engineer who is re-sponsible for managing this chaotic flow, the so-called fire hose of tweets, says Twitter has only begun to take shape. “We’re in the early life cycle of what the plat-form is,” he says. “This is version one.”

In Silicon Valley, Twitter is already legend, one of those once-a-decade sure things, on the level of Mi-crosoft or Apple or Google or Facebook—that not only changes the nature of the world but eventually makes it hard to remember a world in which it didn’t exist.

“There are nearly 7 billion people on this planet,” says Jack Dorsey, the company’s co-founder and original genius. “And we are building Twitter for all of them. They evolve, and so do we.”

Measured by the number of people who’ve joined the flock, Twitter’s growth is indeed staggering—a 370 percent surge in users since 2009. The intense pres-sure to convert Twitter into a profitable business, and before a tech bubble pops, is palpable here.

And it’s happening as the company struggles with an interlocked set of existential questions, starting with the most basic one possible: What is Twitter? Initially, the idea was of a kind of adrenalized Facebook, with friends communicating with friends in short bursts—and indeed, Facebook rushed to borrow Twitter’s in-novations so it wouldn’t be left behind. [Excerpt]

But as Twitter grew, it finally became clear to Twitter’s brain trust that the relevant analogy was not a social network but a broadcast system—the birth of a differ-ent sort of TV.

A

Twitter has become the “SMS of the Internet” a hybrid of social networking and microblogging that connects people to world-wide trends, people, news, events, and conversations.

It has become an important marketing tool for celebrities, politicans and businesses, promising a level of intimacy never before available online.

The platform gives the public the ability to speak directly to people and institutions once on a ped-estal.

Additionally, Twitter is a great organizing tool that has helped ignite countless protests, global causes, and activist movements.

Users of Twitter define and set the tone of the platform, thus creating a interlocked web of ideas, news, and dialogue. It will be interesting to see how this young platform evolves.

Will it be the next socail media forum to reach an all-time reach IPO validation? How will be de-fine and structure its advertisements? And will it morph into something new?

The age of the web is undefined and constantly revolving, however Twitter is a platform that will not soon go away.

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Book club

Naked Conversations, written by Robert Scoble and Shel Israel (2006; Wiley & Sons, Inc.), takes an in-depth, case study approach to how blogging came about and how it’s been an enormous tool for business to connect with their publics.

A key emphasis throughout the book was the “power of the blog,” and how it can be used to maintain a positive brand image, evert a public relations crisis, and help build and maintain rela-tionships with ones publics and audiences.

Additionally, a blog has the ability to spread virally as in the significant effectiveness of word-of-mouth.” It provides a business with the opportuni-ty to communicate directly with their constituents.

According to Scoble and Israel two elements of blogging are: passion and authority, and one must possess both in order to postiviely in-form, persued, and captivate their audience.

Scoble and Israel stated that there are six pillars of blogging in order for a blog to be successful. It must be: publishable, findable, social, viral, syndicatable, and linkable.

One key case study which Scoble and Israel used to convey the importance of a blog to a business was Microsoft.

When Microsoft top exec Joshua Allen began blogging, it changed the way in which the com-pany communicated with their publics.

It provided customers, employees, and sharehold-ers with access into the minds of the top players in the company.

This created a transparantcy that helped build a two-way dialoge between the company and its core public--building relationships and interaction and reshaping the way consumers viewed Micro-soft. Scoble and Isreal also mentioned Mark Cuban, owner of the NBA team the Dallas Mavericks’ weblog BlogMaverick.

Cuban, tired of constantly reading misinterperted

articles produced by the media created his own blog on the sole mission to correct all the misinforma-tion to insure that the media got the right story, and to speak directly to the masses.

The case studies used in Naked Conversationsillustrate first-hand how blogging has changed the way in which businesses interaction with their tar-get audiences.

Blogs are the first step to creating a 1-2-1 diagloue, which is the key ingredient to a successful business and consumer relationship.

Additionally, a blog can be used internally to com-municate with fellow peers and employees as a means of instant communication and networking.

It can help top management and execs stay con-nected to the company and employees, thus creating a transparent business environment.

Blogs and social media have altered the way in which business is conducted for on to succeed its ineviteable to participate in the conversation.

Copies of Naked Conversations (2006; Wiley & Sons, Inc.) can be found at your lo-

cal bookstore or at www.b&n.com. $21.95

P

movie reviewpage one: inside the new york times

age One: Inside The New York Times is a docu-mentary and behind-the-scenes look at one of the most influencial and important newspapers in the history of the printed word.

It takes the viewer deep into the NYTs struggle to survive in the age of the Internet. The film begins with raising the question of “Is the great newspa-per dead? Is print a thing of the past?”

Opening with series of clips highlighting major newspapers filing for bankrupcy, a rapid decline in subscriptions, and loss of more than 30% of advertising revenues, its hard to say otherwise.

However, its clear for this documentary that the Times is slowly beginning to transform its author-itative tone and classic journalistic approach to the online platform.

The New York Times effect has always set the agenda for all major news stories, which can most always be traced back to the New York Times.

It’s this effect that the New York Times needs to replicate to the online platforms in order to suc-ceed within the changing news industry.

The documentary follows media columnist and reporter David Carr whose devoted loyalty to the paper is explictly represented throughtout the film.

Devoted to his craft, Carr’s journalistic approach is old school, honest, and researched.

He constantly argues how vital it is for people to recieve information from experienced journalists in order for them to effectively make decisions.

“Things on the web are presented as journalism, yet they are one-side, edited for intended purpose, and have an agenda that misleads readers,” said Carr.

One of the most interesting parts of the film in-volves Carr’s investigation into the collapse of the Tribune Co., which was a case of corporate mis-management, betrayal of journalistic ethics and widespread sexual harassment.

With so much public distrust in traditional media, the Times faces an up-hill battle to secure its future.

But isn’t the Times to big and valuable to fail?16

Newspapers are a source of education and knowl-edge used to inform, educate, and influence pub-lics of world news, politics, business, fashion, art, and relevenat current events.

Informed citizenry is what this nation is about and the New York Times is the medium used to inform people throughout the world.

Thus, to get rid of the New York Times would be catastrophic to the world of news since most web pieces are refurbished copies of original Times work.

In 2008, Former Executive Editor of the Wall Street Journal, Paul Steiger founded ProPublica, a non-profit website for investigative journalism.

“There is no business model to make profit in the world of invetigative journalism, thus it can only be done through a non-profit outlet,” said Steiger.

Part of its functionality is partnering with tradi-tional media such as the New York Times to get its information and news stories, thus relying on their investigative journalist crediblity.

These pairing uphold their credibility as a news source as well as solidifies where it came from and how it was obtained.

This model of journalistic reporting mimics the

movie reviewpage one: inside the new york times

notion that journalism is a public good and is one that relies on a collaborative effort to ensure well sourced and accurate information.

The New York Times is navigating uncharted waters within the 21st century and age of the In-ternet. Although it is currently struggling to find its voice online, it is still the most respected and established source of news to date.

With more than 80 blogs, the New York Times is slowly constructing its new identity across the webs many interactive platforms.

Like many industry publications, it is still strug-gling to define its role in the face of free internet content, but in 2011 the Times instituted a sub-scription plan for its digital edition.

But the New York Times is still in the game and very much leading it.

nostalgiathe history of the internet

During the early 1960’s, the United States and the Soviet Union were in the mists of political and military tension known as the Cold War.

It was at this time, with the looming possibility of a nuclear attack, that the United States began developing a communications platform that could sustain such an attack.

Thus, in 1968, Paul Baran, a researcher at the think-tank RAND, conceptionalized the idea of the Internet, which literally means among wire-less networks.

Baran’s concept was then tested in 1969, when the first email containing the word “LOGIN” was sent from UCLA to Stanford. Although only two letters made it through to the recepient, a global revolution was ignited.

Over the course of two-decades, a fully rebused form of communication was born...the world-wide web.

The rise of the internet altered the economic state of the United States by shifting its power from industrial to informational.

We are no longer a country known for industrial innovation and production, but for its ability to control and distribute information.

Sir Francis Bacon of England stated “Knowledge is Power,” which parallels the United States ability to remain a leading nation with their most valuable companies being Facebook, Google, and Apple.

The shift from the 20th century to the rise of the 21st altered the way in which the U.S. conducts business. There is no longer a top-down flow of power and information, but a interwined system of networks and communication.

The rigid hierarchy which was once dominated by the social elite, is now leveled out and actively controlled by the masses.

Our economy strives on technological innovations and is driven by the masses through interaction, curiousity, and the need for information.

Its ability to take knowledge, process information, and construct context positions the United States as a leading nation, guiding the world into the 21st century.

With the explosion of personal technology and mobile communication, we find that in today’s experience economy everyone is a publisher.

Our economy has become one in which con-sumer’s experiences and impressions of a business, product, or service has replaced the former eco-nomic model of producer driven selling.

Forward-looking companies need to begin fa-cilitating or hosting conversations across multi-channel platforms in order to sustain their brand identy and create a voice for their brand within the social media realm.

The future lies in the hands of the consumers and their opinions, thus everyone’s a publisher and for one to succeed in this new economic model you must join the conversation and build relationships with consumers.

With new technology, marketing concepts, and consumer purchasing behavior, and consumer ex-pectations, it has rapidly blurred the lines between an individual’s business and personal life creating a new way in which businesses communicate with consumers.

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buzzwordskeywords used in class

iconic executed according to a convention or tradition. #IntCom has specific traditions, such as the 3-minute meditation and systemicatic HBS methodology of studying the world-wide web as a business tool primarily offline.

synchronicitythe coincidental occurrence of events that seem related but are not explained by conventional mechanisms of causality. The concept of synchronicity constantly turned up within #IntCom when peers connected on some level from an event that occured whether it was in class during discussion or outside of class.

authority power to influence or command thought, opinion, or behavior. Authority is a prevelant element to #IntCom because we established ourselves as knowledge and authoritative on the topic of our choice for our individual blogs. Our blogs were to address some change agent in order to effectively persuade them to initate change.

networkan interconnected or interrelated chain, group, or system. #IntCom is structured in a network fashion where peers, teacher, and the world through the world-wide web are connected in some way--whether that be through social media and/or blogging.

passiona strong liking or desire for or devotion to some activity, object, or concept. Passion came into play in #IntCom when we choose a change we wished to see implemented through a persuasive blog. We all chose blog topics that we are passionate about and it was evident when reading peers.

relationshipsa state of affairs existing between those having relations or dealings. #IntCom is a class built on developing lasting business relationships with peers. Thus, relation-ships with peers and the professor is the foundation of this class with leads to in the end leads to profitability, which serves customers, clients, community, and cultures.

personalizedto make personal or individual or unique. The experience in #IntCom is very unique and personalized and is the result of the fusion of Cory’s Harvard Business School background and teaching style coupled with the interaction and dialogue of the students. Additionally, being a public relations and advertising Dodge College of Film & Media Arts class, we are in a school that prides itself on its distinct meth-od of teaching and hands-on environment.

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knowledgehow power is knowledge...

America is one of the most powerful country in the world and will be for the forseeable future for these reasons:

The internet plays an enormous role in main-taining the power of the United States because it allows us faster access to more credible sources.

This access makes us smarter, which compels our entreprenuerial nature to “connect the dots.” The more dots we connect, the more a pattern emerges allowing us to “see” whats to happen next.

When we unite to collaborate, we can make the world a better place. If I am more knowledgable, I am more powerful. To be more knowledgable, I must read more and listen better.

Personally, I live by the notion that power is knowledge.

Every morning, I spend a little over an hour reading the Wall Street Journal, New York Times, and watch my guilty pleasure “The Daily Show with Jon Stewart” on Comedy Central, before getting out of bed.

One needs to know what is going on around him or her to be a better citizen, businessman or women, and develop the ability to be a critical thinker in order to formulate ones own opinion and stances on issues and situations.

our entrepreneurial spririt

our marketplace darwinism

our love of the arts

our civil freedoms

there’s you

there’s me

collaboration

In today’s society, the access to information is avaliable 24/7, however there is so much infor-mation out there that isn’t credible hard news, but is matter of opinion or the result of hearsay.

Thus, individuals need to establish a network of credible sources to inform them of news in busi-ness, technology, arts, and world events.

In #Intcom, we created a network of sources that we utilize for case study work that consists of:

By referring to these sources, we are able to gath-er investigative journalistic information to help us better assess and discuss case studies during our sorcratic method dialogues and discussions.

By gathering information from varies methods- whether that be by witnessing it live, reading it in a printed newspaper, or on the web, one conceptalize the information and digest it in or-der to successfully apply it to the world around them.

An entrepreneur is one who organizes, manages, and assumes the risks of a business or enter-prise, thus it is essential for that person to be well informed of all aspects the current trends in business, technology, and politics, in order to effectively strive in that environment.

#IntCom shapes our entrepreneurial spirit by fostering an environment in which we actively engage in conducting first hand research based soley on credible sources.

With these research skills, we will be able to not only be more informed and knowledgable, but will be able to be a more successful enterpreneur and businessman and women.

new york times

wall street journal

los angeles times

20

facebookcan the ultimate social

media survive?With a market valuation north of $100 billion and 800 million active users, Facebook is poised to launch its inital public offering to raise around $5 billion. But will the socail media platform last?

#Intcom ponders the future of Facebook with the majority prediciting its demise in 5-10 years due to the social media platforms loss of its “cool” factor; However I would argue otherwise.

Althought I agree with the fact that Facebook has reached its peak in terms of being hip and trendy, I don’t think it is going to vanish. It is a far to important data collector to disappear.

“Even if Facebook never adds another user, it will keep growing: It has become a fundamental substrate, a difficult-to-avoid component of any site or app that requires users to register—making it essential to nearly every major web in-novation now and in the future,” said New York Magazine writer Paul Ford.

The Facebook interface may not be exciting anymore (and 20 #IntCom students agree), but the network is very cool to marketers and busi-nesses because it contacts vital, quantifiable, and specific information regarding its users.

Marketers need to understand consumers in order to succesfully target and compete for their buying power, thus Facebook and its data is the ultimate jackpot.

By using data and information acquired from the social media’s platform, marketers can for-mulate marketing plans designed to help their product or service be the one that consumers choose leading to overall increase in the profits of businesses.

Once marketers understand what is driving con-sumption, they will be able to influence buying decisions, creating a demand for a product and service.

Thus, what better quantified platform of information to provide marketers with these specifics than Facebook? 21

research

22

Technologysteve job’s contribution to the world

Technologysteve job’s contribution to the world

Steve P. Jobs, the visionary co-founder of Apple, cultivated a cultural transformation in the way music, movies, personal computers, and mobile communications are utilized and experiences in the digital age, died on October 5, 2011 at the age of 56.

The death was announced by Apple, which was founded in 1976 by Jobs and his high school friend Stephen Wozniak in a suburan California garage.

Worth an estimated $8.3 billion, Jobs mastered digital technology and capitalized on his intui-tive marketing sense.

He had come to define the personal computer industry, and an array of digital consumer and entertainment businesses centered on the world-wide web.

Tablets and smart phones are driving the shift we are seeing in the consumption of media and communications.

One smart phone removes the need for and thus renders a vast majority of products such as clocks, calculators, maps, alarms, photo albums, books, magazines, games, etc. making them obsolete.

As an owner of a MacBook, iPhone, iTouch, and an iPad, I can undeniably say Apple has revolu-tionized the way in which I read, listen music, watch movies, and communicate.

I utilize these devices in all aspects of my daily life.

Every morning my iPad nightstand alarm wakes me up and informs me of the weather. I then access and read the New York Times and Wall Street Journal every morning before getting out of bed.

While getting ready for my day, I watch the Daily Show from my Apple TV and as I drive to school, I listen to my music through my iTouch connected to my car radio.

As my day progresses, I can interact with family and friends through my iPhone by email, text, or a phone call.

This is all due to Job’s creations. I am constantly 24/7 connected to virtually anything.

I can email, text, video chat, surf the web, down-load a book or magazine, watch movies or televi-sion and listen to music all with a tap and slide of a finger.

According to New York Times columnist Joe Nocera, “Steve Jobs is one of the great innovators in the history of modern capitalism.”

Job’s brilliance, passion and energy were the source of countless innovations that enriched and improved our lives.

Accorrding to CNN Money, by the summer of 2011, Apple listed more cash reserves than the U.S. Treasury and even briefly surpassed Exxon Mobil as the world’s most valuable company.

With the passing of Steve Jobs, the torch of Ap-ple was passed to former COO Tim Cook and the world is wondering whether Apple can keep up the stellar performance of the reign of Jobs or if its great run is nearing its end.

Only time will tell, but it is inevitable that Jobs has made his legendary mark on the world.25

26

website analysis

Using Kodak and Polaroid’s websites, our class conducted a web anaylysis case study to pin-point how the companies communicate to their customers, investors, press, and community.

Websites give companies the ability to publish their message unfiltered at a minimal expense in addition to specifically segementing their message and information to intended markets such as customers, investors, and press.

By analyizing the websites, we were able to:

We studied the sites from the perspective of four key constituents:

develop understanding of how companies use world wide web to position their brands and advance their business imperatives

understand the myriad of stakeholders a website serves and to customize communications to each

determine how a website figures in an institution’s overall internet strategy

customerspress/mediainvestorscommunity

Through assessing the sites via the key con-stituents, we were able to gage how companies cultivated intended messages to different mar-kets throught one platform.

Websites provide a one-to-one platform of communication between a company and their publics that is direct and immediate. It acts as the face of the brand and positions the com-pany within the global market place.

Additionally, by comparing competitors, we were also able to assess which company did a better job positioning themselves on the World Wide Web.

In my opinion, I believe Kodak’s website did a stellar job organizing their information and segmenting it for their specific publics. A key element of a successful website is simplicity.

Customers, press, investors, and individuals within the community want fast, to-the-point, and easily accessible information at a click-of-a-bottom, thus Kodak provides this on their website.

Polaroid wanted to do to much by intertwining social media into their website, thus making it difficult to navigate.

Overall, this primary case study compared two iconic brands and their images and identiy on the web to help establish an understanding of how business use the internet to target their publics.27

G oogle Analytics is a service offered by Google that generates detailed statistics about a websites visitors. The service is aimed at marketers to help them quanitify the effectiveness of their com-pany or clients website.

The service not only measures sales and conversations, but also gives marketers insight into how visitors use the site, how they arrived at the site, and how to keep them coming back by providing detailed analytics reports.

Google Analytics provides provides specifically constructed reports in content, social, moblie, conversion, e-commerce and advertising, in order to formulate an overall marketing agenda.

It can track visitors from all referrers including search engines, display advertising, pay-per-click, email marketing, and digital collateral, with the approach of showing high level dashboard-type data for in-depth analysis.

Google Analytics is a essential tool for marketers to help better understand their publics in order to better communicate with them.

With detailed data, marketers can create more effective marketing tactic to establish, maintain and engage consumers, investors, and media.

28

empathy

experiences

energy

endorsementpersuasion strategy

P roducts become brands by building empathetic relationships with customers over time. Brand relationships mirror how one goes about mak-ing personal relationships. What’s true in life is true in marketing.

Marketing is the art of studying people in order to effectively sell products and services and enhance brand relationships.

Great brands tell great stories which in turn creates a deep seeded relationship with con-sumers who residenate with their core values, beliefs, and lifestyle.

A brand’s storytelling ability helps connect people with their product or service and con-veys meaning and information that is memora-ble and then internalized.

The internet is the most powerful brand build-ing tool because it utilizes sight, sound, motion and endorsement on a integrated platform.

How and where a brand shows up in the customers life can be as important than what you say. Thus, mass media proves to be a vital outlet of connecting and building lasting brand loyalty with consumers.

Marketers orchestrate a seamless web of expe-riences through unified and consistent story-telling of a brands identity.

By utilizing the three elements of good story-telling:

marketers have the abililty to bridge a relation-ships with customers and position their brands in the minds of the masses.

personalityconflictjourney

In today’s market, brands are built in a menage a trois, meaning it consists of the product, cus-tomers, and customer endorsement through social media.

“Wikibranding,” coined by David Murphy, is the idea that brands are now consumer de-signed, meaning that customers drive brands through word-of-mouth on social media plat-forms.

It’s through the emotional connection consum-ers have with a brand that sustains their long-term profitability and sucess.

Take for example the iconic French haute couture house Chanel. The brand built their esteemed reputation through conveying the history of its founder Coco Chanel.

The brand identity of Chanel stands for the creme de la creme of classic, timelessness, and ultimate status and is maintained throughout all facets of marketing.

To sustain ones position within our global economy and thrive as an international busi-ness.

All brands must possess a consistent, simplis-tic, and memorable story that resignates with consumers in order to differentiate itself from the masses.

29

business

L inkedIn is a business-related social net-working site launched in May 2003. As of February 9, 2012, there was more than 150 million registered users in more than 200 countries.

LinkedIn’s CEO Jeff Weiner, previously a Yahoo! Inc. executive, reported that they earned $154.6 million dollars in advertising alone in 2011, which was higher than that of Twitter.

The site is used to:

promote and maximize exposure of work experience

It is the ultimate “gated-access approach” where contact with with any professional requires either a preexisting relationship, or the intervention of a contact is intended to build trust among the service’s users.

LinkedIn, along with the other social media platforms such as Facebook, Twitter, and Instagram, changed the way in which peo-

develop a network of connections

it can be used to find jobs, people, and business opportunities

employers can list jobs and search for potential candidates

ple connect, share, and network. Thus is it essential for people to understand how vital and important these tools are to our daily interactions, whether personal or profes-sional.