The PCTT model explained

#SMSZI - JochemKoole.com
The PCTT model explained
People, content, tools,
and
the limiting factor time
Update: May 3, 2014

SOCIAL MEDIA
In many social media projects,
the focus is on the media aspect

A Facebook page is established,
a LinkedIn group is started,
or a Twitter campaign is set up

In those cases, you’re getting off on the wrong foot…

Because social media are so much more
than Facebook, LinkedIn, or Twitter

These three social networks are just tools

The coming years, these tools
will gain and lose popularity
Source:MarketingfactsStats

The social internet on the other hand, is here to stay

Social media enable people
to organize themselves
and share their opinions with one another

SOCIAL MEDIA
Want to start using social media successfully?
Focus on the social, human aspect!

How can this be done in a business context?

The PCTT model
People
Content Tools
Time

Within the available time…

Determine which people…

Will distribute which content…

Through which tools…

To improve communications and relationships
with their target audience

And thereby delivering a valuable contribution
to the organization’s goals

People
People are the heart of the PCTT model

People
People
within
organization
On the one hand,
people within your organization

- Civilians within your borough
- Students at your educational institution
- Members of your club
- …
Or – in case there aren’t a lot of employees…

People
People
within
organization
Target
audience
On the other hand,
their target audience

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:

- (Potential) civilians, in case of a governmental agency
- (Potential) students, in case of an educational institution
- (Potential) members, in case of a club
- …
Or…

Potential
clients
Potential
employees
Clients
Employees
So, for the commercial use of social media there are 4 scenarios
Employees Employees Employees
Employees

In the first scenario…
- Communications / relationships
between colleagues are improved
- Employee productivity & satisfaction
increases
- Savings are realized
Employees
Employees

Employees
In the second scenario…
with potentional employees are improved
- The right employees
are found and attracted faster
- Savings are realized
Potential
employees

Employees
In the third scenario…
with clients are improved
- Client satisfaction increases
- Income (and savings) are realizedClients

Employees
In the fourth scenario…
with potential clients are improved
- Better insights in the market
and possibilities to respond quickly
- Income (and savings) are realized
Potential
clients

Whether the target audience consists of
(potential) employees (& associates)
or (potential) clients…

To be able to improve communications and relationships…

…you’ll need to further analyze the target audience

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…

3. Where are they online?
Which social media are they using?
4. Why?
5. And when?
This is done by asking 5 W questions…

Content
The answers to the first two questions
determine the type of content that can be used

Content = valuable information
Information that - in a specific context - can be used
to create value for a specific group of people

Eventually, it’s not the information sender
that determines its value, but the receiver

Content isn’t necessarilly a thick book

Producing and consuming content
can take a lot of time
But also very little…

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

Mix the three
for optimal results

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?”

Build relationships and trust
Like, share & reply
Share human information

Motivate the target audience into action
“Visit my event!”
“Download my white paper!”
“Buy our product or service!”

Tools
The answer to the other three W questions
determine the tools that can be used

On the one hand, conversation tools;
Tools that can be used for conversation
with the target audience

For example…

On the other hand, support tools
to host content
Tools that can be used

These tools are social media as well
But their not as suitable
for conversations with the target audience

And finally monitoring tools
to measure results
Tools that can be used

As you can see in the final example,
all tools can be combined in one

LinkedIn for example,
is suitable for conversations,
offers its users the possibility to upload content,
and provides certain statistics

Finally, I differentiate
between corporate and personal social media accounts

Corporate accounts
are the voice of the organization
on a certain social medium

Personal accounts
are an employee’s own social media accounts

Let’s summarize the PCTT model
People
Content Tools
Time

Summary - People
Employees Target
audience(s)
- Who?
- What?
- Where?
- Why?
- When?

Something new
Relationships / trust
Action
Summary - Content

Summary - Tools
Conversation
tools
Support tools
Monitoring tools
Corporate
accounts
Personal
accounts

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

JochemKoole.com
Free social business tips (mainly in Dutch):
JochemKoole.nl/tips
More info

Nice to connect on…
LinkedIn
Twitter
Google+
More info

Or email / call me on…
Jochem@JochemKoole.com
+31(0)6 47 39 48 45
More info

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