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“Ultimately social media is not about the
tools, technology and whiz-bang things. It’s about
culture and culture change.”
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http://www.flickr.com/photos/24467251@N02/6658779959/
http://www.flickr.com/photos/14724437@N00/9852723845/
http://www.flickr.com/photos/22711505@N05/5766880112/
Before After
Fresh Ground, Inc.
The old model, or one reason why marketing is flawed
Megaphone
Flickr image uploaded by thivierr
Shared...
Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
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Fresh Ground, Inc.
Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
The Reality
Fresh Ground, Inc.
Fresh Ground, Inc.
A New Model
Ideate
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)
Shared under Creative...
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http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.c...
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http://www.entrepreneur.com/article/222779#
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/hschulze/b2b-cont...
Katie Paine, via
“Secrets of Social Media Marketing” Chapter 15
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“Secrets of Social Media Marketing” Chapter 15
Slide courtesy of KamiHuyse of Zoetica (@kamichat)
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
http://www.flickr.com/photos/jon_a_ross/3392389382/
http://www.flickr.com/photos/lazzarello/4602738032/
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http://www.flickr.com/photos/jamarr/88716882/
Social media practitioners fall victim to three key ailmen
This is the second of them…
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SHINY OBJECT
SYNDROME
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http://www.contentrulesbook.com/
I do some pretty
egregious
paraphrasing here
– the book is better
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http://www.mckinseyquarterly.com/Demystifying_social_media_2958
http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
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http://socialfresh.com/facebook-edgerank-facts/
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Social Media 2014

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My presentation to the 2013 Progress Exchange Conference

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  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Not sure what that makes you…
  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • It starts with SMART Objectiveshttp://overtonecomm.blogspot.com/2010/10/commonsense-social-media-measurement.htmlIn order to get results from your marketing and public relations programs, you have to have a clear vision of what you want to achieve. We call these SMART Objectives. They are:Specific: not vagueMeasurable: have numbers attached to themAttainable: Are not too easy, or too hard to achieveResults-Oriented: they are tied to business goalsTime Bound: They have a time frame by which they can be accomplishedAnother way to think of this, is by asking yourself:How many/much of X results to I hope to achieve by X date? How many, by when?Let’s look at an example of a SMART Objective…
  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Well, this is what you signed up for. I hope. If not, SOMEBODY’s in the wrong room, and, to be honest, I hope it’s you.
  • Social Media 2014

    1. 1. • • • 3
    2. 2. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
    3. 3. • • • • http://www.flickr.com/photos/24467251@N02/6658779959/
    4. 4. http://www.flickr.com/photos/14724437@N00/9852723845/
    5. 5. http://www.flickr.com/photos/22711505@N05/5766880112/
    6. 6. Before After
    7. 7. Fresh Ground, Inc. The old model, or one reason why marketing is flawed Megaphone Flickr image uploaded by thivierr Shared under Creative Commons Attribution-Share Alike 2.0 Generic License The Earth Taken 7 December, 1972 Apollo 17 mission Courtesy: NASA
    8. 8. Fresh Ground, Inc. The Reality
    9. 9. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    10. 10. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    11. 11. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    12. 12. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    13. 13. Fresh Ground, Inc. The Reality
    14. 14. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    15. 15. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    16. 16. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    17. 17. Fresh Ground, Inc. A New Model Ideate Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria) Shared under Creative Commons Attribution-No Derivative Works 2.0 Generic License Share Flickr image uploaded by Ed Yourdon Shared under Creative Commons Attribution-Share Alike 2.0 Generic License Listen Flickr image uploaded by andronicusmax Shared under Creative Commons Attribution 2.0 Generic License Change Flickr image uploaded byadam*b Shared under Creative Commons Attribution 2.0 Generic License
    18. 18. • • – – – – • • – – – http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx http://www.businessesgrow.com/2012/01/26/forget-demographics-its-all-about-the-socialgraphics/
    19. 19. • • • • http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm
    20. 20. • • • •
    21. 21. • • • • • • • • http://www.entrepreneur.com/article/222779#
    22. 22. http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
    23. 23. Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
    24. 24. • • • • • • • • • • “Secrets of Social Media Marketing” Chapter 15
    25. 25. Slide courtesy of KamiHuyse of Zoetica (@kamichat)
    26. 26. http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
    27. 27. http://www.flickr.com/photos/jon_a_ross/3392389382/
    28. 28. http://www.flickr.com/photos/lazzarello/4602738032/ • – – – – – •
    29. 29. • •
    30. 30. http://www.flickr.com/photos/squirmelia/5968201800/
    31. 31. • • • • • * • • • * http://www.flickr.com/photos/jamarr/88716882/
    32. 32. Social media practitioners fall victim to three key ailmen This is the second of them… • SHINY OBJECT SYNDROME
    33. 33. • • • • • • • http://www.contentrulesbook.com/ I do some pretty egregious paraphrasing here – the book is better
    34. 34. • – – • – – • – – – • – – – – http://www.mckinseyquarterly.com/Demystifying_social_media_2958
    35. 35. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
    36. 36. • • • •
    37. 37. http://socialfresh.com/facebook-edgerank-facts/
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