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 - JochemKoole.com 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 - JochemKoole.com
  3. 3. A Facebook page is established, a LinkedIn group is started, or a Twitter campaign is set up #SMSZI - JochemKoole.com
  4. 4. In those cases, you’re getting off on the wrong foot… #SMSZI - JochemKoole.com
  5. 5. Because social media are so much more than Facebook, LinkedIn, or Twitter #SMSZI - JochemKoole.com
  6. 6. These three social networks are just tools #SMSZI - JochemKoole.com
  7. 7. The coming years, these tools will gain and lose popularity Source:MarketingfactsStats #SMSZI - JochemKoole.com
  8. 8. The social internet on the other hand, is here to stay #SMSZI - JochemKoole.com
  9. 9. Social media enable people to organize themselves and share their opinions with one another #SMSZI - JochemKoole.com
  10. 10. SOCIAL MEDIA Want to start using social media successfully? Focus on the social, human aspect! #SMSZI - JochemKoole.com
  11. 11. How can this be done in a business context? #SMSZI - JochemKoole.com
  12. 12. The PCTT model People Content Tools Time #SMSZI - JochemKoole.com
  13. 13. Within the available time… #SMSZI - JochemKoole.com
  14. 14. Determine which people… #SMSZI - JochemKoole.com
  15. 15. Will distribute which content… #SMSZI - JochemKoole.com
  16. 16. Through which tools… #SMSZI - JochemKoole.com
  17. 17. To improve communications and relationships with their target audience #SMSZI - JochemKoole.com
  18. 18. And thereby delivering a valuable contribution to the organization’s goals #SMSZI - JochemKoole.com
  19. 19. People People are the heart of the PCTT model #SMSZI - JochemKoole.com
  20. 20. People People within organization On the one hand, people within your organization #SMSZI - JochemKoole.com
  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 - JochemKoole.com
  22. 22. People People within organization Target audience On the other hand, their target audience #SMSZI - JochemKoole.com
  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 - JochemKoole.com
  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 - JochemKoole.com
  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 - JochemKoole.com
  26. 26. In the first scenario… - Communications / relationships between colleagues are improved - Employee productivity & satisfaction increases - Savings are realized Employees Employees #SMSZI - JochemKoole.com
  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 - JochemKoole.com
  28. 28. Employees In the third scenario… - Communications / relationships with clients are improved - Client satisfaction increases - Income (and savings) are realizedClients #SMSZI - JochemKoole.com
  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 - JochemKoole.com
  30. 30. Whether the target audience consists of (potential) employees (& associates) or (potential) clients… #SMSZI - JochemKoole.com
  31. 31. To be able to improve communications and relationships… #SMSZI - JochemKoole.com
  32. 32. …you’ll need to further analyze the target audience #SMSZI - JochemKoole.com
  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 - JochemKoole.com
  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 - JochemKoole.com
  35. 35. Content The answers to the first two questions determine the type of content that can be used #SMSZI - JochemKoole.com
  36. 36. Content = valuable information Information that - in a specific context - can be used to create value for a specific group of people #SMSZI - JochemKoole.com
  37. 37. Eventually, it’s not the information sender that determines its value, but the receiver #SMSZI - JochemKoole.com
  38. 38. Content isn’t necessarilly a thick book #SMSZI - JochemKoole.com
  39. 39. Producing and consuming content can take a lot of time But also very little… #SMSZI - JochemKoole.com
  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 - JochemKoole.com
  41. 41. Mix the three for optimal results #SMSZI - JochemKoole.com
  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 - JochemKoole.com
  43. 43. Build relationships and trust Like, share & reply Share human information #SMSZI - JochemKoole.com
  44. 44. Motivate the target audience into action “Visit my event!” “Download my white paper!” “Buy our product or service!” #SMSZI - JochemKoole.com
  45. 45. Tools The answer to the other three W questions determine the tools that can be used #SMSZI - JochemKoole.com
  46. 46. On the one hand, conversation tools; Tools that can be used for conversation with the target audience #SMSZI - JochemKoole.com
  47. 47. For example… #SMSZI - JochemKoole.com
  48. 48. On the other hand, support tools to host content Tools that can be used #SMSZI - JochemKoole.com
  49. 49. For example… #SMSZI - JochemKoole.com
  50. 50. These tools are social media as well But their not as suitable for conversations with the target audience #SMSZI - JochemKoole.com
  51. 51. And finally monitoring tools to measure results Tools that can be used #SMSZI - JochemKoole.com
  52. 52. For example… #SMSZI - JochemKoole.com
  53. 53. As you can see in the final example, all tools can be combined in one #SMSZI - JochemKoole.com
  54. 54. LinkedIn for example, is suitable for conversations, offers its users the possibility to upload content, and provides certain statistics #SMSZI - JochemKoole.com
  55. 55. Finally, I differentiate between corporate and personal social media accounts #SMSZI - JochemKoole.com
  56. 56. Corporate accounts are the voice of the organization on a certain social medium #SMSZI - JochemKoole.com
  57. 57. Personal accounts are an employee’s own social media accounts #SMSZI - JochemKoole.com
  58. 58. Let’s summarize the PCTT model People Content Tools Time #SMSZI - JochemKoole.com
  59. 59. Summary - People Employees Target audience(s) - Who? - What? - Where? - Why? - When? #SMSZI - JochemKoole.com
  60. 60. Something new Relationships / trust Action Summary - Content #SMSZI - JochemKoole.com
  61. 61. Summary - Tools Conversation tools Support tools Monitoring tools Corporate accounts Personal accounts #SMSZI - JochemKoole.com
  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 - JochemKoole.com
  63. 63. JochemKoole.com Free social business tips (mainly in Dutch): JochemKoole.nl/tips More info #SMSZI - JochemKoole.com
  64. 64. Nice to connect on… LinkedIn Twitter Google+ More info #SMSZI - JochemKoole.com
  65. 65. Or email / call me on… Jochem@JochemKoole.com +31(0)6 47 39 48 45 More info #SMSZI - JochemKoole.com
  66. 66. Download this presentation! This presentation can be downloaded for free via this link #SMSZI - JochemKoole.com
  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 - JochemKoole.com

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