T17: SOCIAL MEDIA ANALYTICS

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Ravi VatrapuProfessor mso, Department of IT Management

Director, Computational Social Science Laboratory (CSSL)Copenhagen Business School

Adjunct Professor of Applied ComputingNorwegian School of Information Technology (NITH)

Phone: +45-2479-4315Skype: rvatrapu

Email: vatrapu@cbs.dkWeb: http://cssl.cbs.dk

Monday, 28-January-2013T17: Social Media Analytics: Lecture 01

ITU: Auditorium 1

OUTLINE Course Description

Objectives Content Learning Outcomes Literature Examination Activities Learning Technologies

Rules of Engagement

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From Social Media to Social Business Chief Data Officer Chief Listening Officer Data Scientist Social Media Analyst Social Media Manager

Concepts + Methods + Tools =Meaningful & Actionable Insights

COURSE Description: OBJECTIVES

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Characterize the social media phenomena

Explain the different paradigms in and emerging trends of online marketing and their potential impact on private and public organizations

Discuss the notion of criteria of effectiveness in online marketing

COURSE Description: LEARNING OUTCOMES

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Define social media metrics across a range of dimensions

Develop social media analytics metrics for a real-world case and generate implications for social media management

COURSE Description: LEARNING OUTCOMES

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Social Media Descriptions and Definitions Social Media Marketing: Theory and Practice

Online Marketing Search Engine Marketing Social Media Marketing (including Viral Marketing)

Mobile Marketing

Web Analytics Click-Through Rates, Hit Rate, Bounce Rate, Unique Visitors etc.

Cost Per Mille, Cost Per Click, and Cost Per Action Tools (e.g., Google Analytics)

COURSE Description: CONTENT

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Social Media Analytics Criteria of Effectiveness Metrics Techniques (e.g., Social Graph Analysis, Social Text Analysis) Tools (e.g., SODATO, SocialBakers, Skyttle Friends, Pagelever, Komfo)

Social Media Management Social Brand and Social Enterprise Emerging Organizational Roles (e.g., Chief Data Officer, Chief Listening

Officer, Social Media Analyst ) Case Studies

COURSE Description: CONTENT

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Social Computing, Social Media, and Social Business

Social Data

Social Graph Analytics

Social Text Analytics

Different methods & tools for different social media channels

Social media policy, strategies guidelines

COURSE Description: CONTENT

COURSE Description: LITERATURE

TextbookLovett, J. (2011). Social Media Metrics Secrets. John Wiley & Sons.

Academic Articles Technical Reports Industry Reports Business Cases

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COURSE Description: EXAMINATION: FORMAT

B6: Oral examination with production(s) but without time for preparation at the exam

Five Mandatory Assignments to be eligible for the final exam

External examiner, 7-point marking scale

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COURSE Description: EXAMINATION: GRADING SCALE

The Danish 7-point Marking Scale

12 (Excellent): For an excellent performance displaying a high level of command of all aspects of the relevant material, with no or only a few minor weaknesses. (ECTS A) 10 (Very good): For a very good performance displaying a high level of command of most aspects of the relevant material, with only minor weak- nesses. (ECTS B) 7 (Good): For a good performance displaying good command of the relevant material, but also some weaknesses. (ECTS C) 4 (Fair): For a fair performance displaying some command of the relevant material, but also some major weaknesses. (ECTS D) 02 (Adequate): For a performance meeting only the minimum requirements for acceptance. (ECTS E) 00 (Inadequate): For a performance which does not meet the minimum requirements for acceptance. (ECTS Fx) -3 (Poor): For a performance which is unacceptable in all respects. (ECTS F)

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COURSE Description: EXAMINATION DATES

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Five Mandatory Assignments

Exercise Name Submission Date

Netnography Monday, 11-Feb-2013

Case Company Interview Monday, 25-Feb-2013

Metrics & KPIs Monday, 18-Mar-2013

Social Graph Analytics Monday, 08-Apr-2013

Social Text Analytics Monday, 15-Apr-2013

COURSE Description: ACTIVITIES

Weeks 5-13 & 15-17Mondays: 08:00-11:50 Lectures and Exercises (w/ mini-breaks)First day of classes: Monday, 28-Jan-2013Last day of classes: Monday, 22-Apr-2013

12x2 = 24 Lectures Slide decks

11x2 = 22 ExercisesInteractive exercises, discussions, tool demos, in-class presentations

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COURSE Description: LEARNING TECHNOLOGIES

Course Portal: http://lore.com/ T17 Code: 3372CP

Class Dojo:http://www.classdojo.com/

iClassroom: http://cssl.cbs.dk/software/iclassroom/Login.aspx NEXT-TELL:(www.next-tell.eu)Register at http://sandbox.next-tell.eu/register/

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RULES OF ENGAGEMENT

ATTENDANCE is required for both lectures and exercises

Five MANDATORY Assignments

Be PREPARED for each class

TIME COMMITMENT is essential

PROJECT’s process, report, and exam are all important

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