The PCTT model explained


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The PCTT model is the backbone of every social business project; determine the optimal combination of people, content, and tools within the time you have available.

In many social media projects the focus is on the media aspect. A Facebook page is established, a LinkedIn group started, or a Twitter campaign set up. In those cases, you’re getting off on the wrong foot…

Are you looking to successfully use social media? Then, you should focus on the social, human aspect. In a business context this can be done by using the PCTT model: within the available time, you determine which people distribute which content through which tools to improve communications and relationships with their target audience. Hereby contributing to the organization’s goals.

In this presentation I provide you with an in depth explanation of the PCTT model, so that you can use the model for your own social business projects.

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The PCTT model explained

  1. 1. #SMSZI - The PCTT model explained People, content, tools, and the limiting factor time Update: May 3, 2014
  2. 2. SOCIAL MEDIA In many social media projects, the focus is on the media aspect #SMSZI -
  3. 3. A Facebook page is established, a LinkedIn group is started, or a Twitter campaign is set up #SMSZI -
  4. 4. In those cases, you’re getting off on the wrong foot… #SMSZI -
  5. 5. Because social media are so much more than Facebook, LinkedIn, or Twitter #SMSZI -
  6. 6. These three social networks are just tools #SMSZI -
  7. 7. The coming years, these tools will gain and lose popularity Source:MarketingfactsStats #SMSZI -
  8. 8. The social internet on the other hand, is here to stay #SMSZI -
  9. 9. Social media enable people to organize themselves and share their opinions with one another #SMSZI -
  10. 10. SOCIAL MEDIA Want to start using social media successfully? Focus on the social, human aspect! #SMSZI -
  11. 11. How can this be done in a business context? #SMSZI -
  12. 12. The PCTT model People Content Tools Time #SMSZI -
  13. 13. Within the available time… #SMSZI -
  14. 14. Determine which people… #SMSZI -
  15. 15. Will distribute which content… #SMSZI -
  16. 16. Through which tools… #SMSZI -
  17. 17. To improve communications and relationships with their target audience #SMSZI -
  18. 18. And thereby delivering a valuable contribution to the organization’s goals #SMSZI -
  19. 19. People People are the heart of the PCTT model #SMSZI -
  20. 20. People People within organization On the one hand, people within your organization #SMSZI -
  21. 21. - Civilians within your borough - Students at your educational institution - Members of your club - … Or – in case there aren’t a lot of employees… #SMSZI -
  22. 22. People People within organization Target audience On the other hand, their target audience #SMSZI -
  23. 23. 1. Employees (& associates) 2. Potential employees (& associates) 3. Clients 4. Potential clients Considering the goals of any organization, 4 possible target audiences can be recognized: #SMSZI -
  24. 24. - (Potential) civilians, in case of a governmental agency - (Potential) students, in case of an educational institution - (Potential) members, in case of a club - … Or… #SMSZI -
  25. 25. Potential clients Potential employees Clients Employees So, for the commercial use of social media there are 4 scenarios Employees Employees Employees Employees #SMSZI -
  26. 26. In the first scenario… - Communications / relationships between colleagues are improved - Employee productivity & satisfaction increases - Savings are realized Employees Employees #SMSZI -
  27. 27. Employees In the second scenario… - Communications / relationships with potentional employees are improved - The right employees are found and attracted faster - Savings are realized Potential employees #SMSZI -
  28. 28. Employees In the third scenario… - Communications / relationships with clients are improved - Client satisfaction increases - Income (and savings) are realizedClients #SMSZI -
  29. 29. Employees In the fourth scenario… - Communications / relationships with potential clients are improved - Better insights in the market and possibilities to respond quickly - Income (and savings) are realized Potential clients #SMSZI -
  30. 30. Whether the target audience consists of (potential) employees (& associates) or (potential) clients… #SMSZI -
  31. 31. To be able to improve communications and relationships… #SMSZI -
  32. 32. …you’ll need to further analyze the target audience #SMSZI -
  33. 33. 1. Who are they? Which demographic & sociological features apply to them? 2. What is on their mind? What is their biggest issue / challenge? This is done by asking 5 W questions… #SMSZI -
  34. 34. 3. Where are they online? Which social media are they using? 4. Why? 5. And when? This is done by asking 5 W questions… #SMSZI -
  35. 35. Content The answers to the first two questions determine the type of content that can be used #SMSZI -
  36. 36. Content = valuable information Information that - in a specific context - can be used to create value for a specific group of people #SMSZI -
  37. 37. Eventually, it’s not the information sender that determines its value, but the receiver #SMSZI -
  38. 38. Content isn’t necessarilly a thick book #SMSZI -
  39. 39. Producing and consuming content can take a lot of time But also very little… #SMSZI -
  40. 40. 1. Content that teaches the target audience something new 2. Content that helps to build relationships and trust 3. Content that motivates the target audience into action Within the PCTT model, I differentiate between 3 types of content #SMSZI -
  41. 41. Mix the three for optimal results #SMSZI -
  42. 42. Teach the target audience something new “Why should I connect with you, when I don’t know you and you never teach me anything new?” #SMSZI -
  43. 43. Build relationships and trust Like, share & reply Share human information #SMSZI -
  44. 44. Motivate the target audience into action “Visit my event!” “Download my white paper!” “Buy our product or service!” #SMSZI -
  45. 45. Tools The answer to the other three W questions determine the tools that can be used #SMSZI -
  46. 46. On the one hand, conversation tools; Tools that can be used for conversation with the target audience #SMSZI -
  47. 47. For example… #SMSZI -
  48. 48. On the other hand, support tools to host content Tools that can be used #SMSZI -
  49. 49. For example… #SMSZI -
  50. 50. These tools are social media as well But their not as suitable for conversations with the target audience #SMSZI -
  51. 51. And finally monitoring tools to measure results Tools that can be used #SMSZI -
  52. 52. For example… #SMSZI -
  53. 53. As you can see in the final example, all tools can be combined in one #SMSZI -
  54. 54. LinkedIn for example, is suitable for conversations, offers its users the possibility to upload content, and provides certain statistics #SMSZI -
  55. 55. Finally, I differentiate between corporate and personal social media accounts #SMSZI -
  56. 56. Corporate accounts are the voice of the organization on a certain social medium #SMSZI -
  57. 57. Personal accounts are an employee’s own social media accounts #SMSZI -
  58. 58. Let’s summarize the PCTT model People Content Tools Time #SMSZI -
  59. 59. Summary - People Employees Target audience(s) - Who? - What? - Where? - Why? - When? #SMSZI -
  60. 60. Something new Relationships / trust Action Summary - Content #SMSZI -
  61. 61. Summary - Tools Conversation tools Support tools Monitoring tools Corporate accounts Personal accounts #SMSZI -
  62. 62. The PCTT model is the backbone of every social business project In the near future, I will offer more building blocks that enable you to successfully implement the commercial use of social media within your organization Summary - PCTT model #SMSZI -
  63. 63. Free social business tips (mainly in Dutch): More info #SMSZI -
  64. 64. Nice to connect on… LinkedIn Twitter Google+ More info #SMSZI -
  65. 65. Or email / call me on… +31(0)6 47 39 48 45 More info #SMSZI -
  66. 66. Download this presentation! This presentation can be downloaded for free via this link #SMSZI -
  67. 67. The images in this presentation are substitute to a Creative Commons license and therefore can be used and adjusted for commercial purposes Disclaimer #SMSZI -