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ESTABLISHING EFFECTIVE SOCIAL MEDIA MARKETING
COMMUNICATIONS THAT FOCUS ON VALUE CO-CREATION
LIVING RESEARCH CONFERENCE 2012
WHAT IS THE ROLE OF SOCIAL MEDIA
IN SCHOLARLY NETWORKING?
KELLY COSTA - PhD CANDIDATE
FACULTY OF BUSINESS & ENTERPRISE
Swinburne
LIVING RESEARCH CONFERENCE 2012
PHD RESEARCH TOPIC
ESTABLISHING EFFECTIVE SOCIAL MEDIA
MARKETING COMMUNICATIONS THAT
FOCUS ON VALUE CO-CREATION
KELLY COSTA - PhD CANDIDATE
FACULTY OF BUSINESS & ENTERPRISE
http://www.youtube.com/watch?v=ZQzsQkMFgHE
SwinburneESTABLISHING EFFECTIVE SOCIAL MEDIA MARKETING
COMMUNICATIONS THAT FOCUS ON VALUE CO-CREATION
SOCIAL MEDIA
‘A group of Internet-based applications that:
• • build on the ideological and technological foundations of Web 2.0;
• • allow the creation and exchange of user-generated content.’
Kaplan & Haenlein, 2010
LIVING RESEARCH CONFERENCE 2012
Swinburne
LIVING RESEARCH CONFERENCE 2012
VALUE CO-CREATION
‘The practice of developing systems, products or services through
collaboration with customers, managers, employees and other company
stakeholders.’ Prahalad & Ramaswamy, 2004
ESTABLISHING EFFECTIVE SOCIAL MEDIA MARKETINGCOMMUNICATIONS THAT FOCUS ON VALUE CO-CREATION
CUSTOMERS COMPANY
VALUE CO-CREATION
Swinburne
LIVING RESEARCH CONFERENCE 2012
WHAT IS THE ROLE OF SOCIAL MEDIA
IN SCHOLARLY NETWORKING?
KELLY COSTA - PhD CANDIDATE
FACULTY OF BUSINESS & ENTERPRISE
CONFERENCE TOPIC
Swinburne
KNOWLEDGE
Identification
Dissemination
1
2
3
4Consolidation
/Creation
Quality
Assurance
Adapted from A Cann, K Dimitriou, T Hooley, 2011, p. 15
WHAT IS THE ROLE OF SOCIAL MEDIA
IN SCHOLARLY NETWORKING?
LIVING RESEARCH CONFERENCE 2012
SwinburneWHAT IS THE ROLE OF SOCIAL MEDIA IN
SCHOLARLY NETWORKING?
LIVING RESEARCH CONFERENCE 2012
SOCIAL BOOKMARKING
• CiteUlike
• Mendely
• Zotero
SOCIAL CITATION
SHARING
• RSS
• WidgetsFILTERING
KNOWLEDGE IDENTIFICATION
• Bibsonomy
• Delicious
• Diigo
1
Cann, Dimitriou & Hooley, 2011
Swinburne
LIVING RESEARCH CONFERENCE 2012
WHAT IS THE ROLE OF SOCIAL MEDIA IN SCHOLARLY NETWORKING?
KNOWLEDE CREATION2
WIKIS
Wikipedia
CONFERENCING
Adobe Connect, Google+, Skype
SOCIAL DOCUMENTS
Google Docs, Dropbox, Zoho
Cann, Dimitriou & Hooley, 2011
Swinburne
LIVING RESEARCH CONFERENCE 2012
RESEARCH BLOGGING
• PhD Blog: http://phdblog.net
• Science in the Open: cameronneylon.net
RESEARCH SOCIAL
NETWORKING
• www.methodspace.com
• www.researchgate.net
• http://network.nature.com
CROWD
SOURCING
• Collaborative Writing
• Expert Forums
KNOWLEDGE QUALITY ASSURANCE3
WHAT IS THE ROLE OF SOCIAL MEDIA IN SCHOLARLY NETWORKING?
Cann, Dimitriou & Hooley, 2011
SwinburneWHAT IS THE ROLE OF SOCIAL MEDIA IN SCHOLARLY NETWORKING?
LIVING RESEARCH CONFERENCE 2012
BLOGS
• Blogger
• WordPress
PRESENTATION
SHARING
• Slideshare
• Scribd
VIDEOS
• Youtube
• TED Channel
• Webinars
• Online Conferences
PHOTOS
• Flickr
• Picasa
KNOWLEDGE DISSEMINATION4
Cann, Dimitriou & Hooley, 2011
Swinburne
HOW AND WHY TO BUILD YOUR SOCIAL MEDIA PROFILE
LIVING RESEARCH CONFERENCE 2012
Main Scholars,, Institutions and Associations
Popular Tools
Benchmark
PROFESSIONAL NETWORKING
Swinburne
LIVING RESEARCH CONFERENCE 2012
E-RESEARCH
Scientific Visualisations
NSF Cyberinfrastructure report, March 2007
SensorMap
Functionality: Map navigation
Data: sensor-generated temperature,
video camera feed, traffic feeds, etc.
http://www.youtube.com/watch?v=z1Iq7nGRmiI
Hey, Tansley & Tolle, 2009
SwinburneTHANK YOU
QUESTIONS
LIVING RESEARCH CONFERENCE 2012
KELLY COSTA - PhD CANDIDATE
FACULTY OF BUSINESS & ENTERPRISE
