Pet Peeve #1: Crappy Writin
Pet Peeve #2: Tweet, take notes – that’s fine
But pay attention. Your time, your dime…
http://www.gocomics.com/frogapplaus...
Supplementary and Suggested Readings
The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers an...
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http://www.flickr.com/photos/burwash_calligrapher/
6478042809/

http:...
http://www.flickr.com/photos/tncountryfan/6176358339/

http://www.tomiahonen.com/

* Recently he’s talked about an eighth ...
http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
http://www.mediabistro.com/alltwitter/social-media-1969-2012_b45869
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http://www.flickr.com/photos/30975003@N06/3837106588
The old model, or one reason why PR is flawed

Megaphone
Flickr image uploaded by thivierr
Shared under Creative Commons
A...
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
A New Model

Ideate
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)
Shared under Creative Commons
Attributi...
http://www.web-strategist.com/blog/2010/04/15/framework-andmatrix-the-five-ways-companies-organize-for-social-business/
We’ll tackle how to
overcome these silos
in the Procedural
Framework discussion
Social media practitioners fall victim to three key ailmen
This is one of them…

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TALKING HEAD SYNDROME
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http://www.rackspace.com/blog/social-marketing-strategy/
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Source: Social Media Marketing, Chapter 3
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http://www.cluetrain.com/book/95-theses.html
Organizations need to understand and
respect these four fundamental social
media philosophical tenets:

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Flickr pho...
http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
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52
“Ultimately social media is not about the tools,
technology and whiz-bang things. It’s about culture
and culture change.”
...
Katie Paine, via
“Secrets of Social Media Marketing” Chapter 15
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“Secrets of Social Media Marketing” Chapter 15
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Jeremiah Owyang, 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.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
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http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
http://www.netpromoter.com/np/calculate.jsp
http://en.wikipedia.org/wiki/Net_Promoter
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http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom...
http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
http://www.flickr.com/photos/dougtone/4466249877/

http://www.prweek.com/uk/news/903837/AVE-debate-Measuring-value-PR/
htt...
http://www.rackspace.com/blog/social-marketing-strategy/
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We’ll come back to
these and drop
them in a matrix
for a deeper
discussion of the
process ...
The Psychographic / Personal Side of Social Media:
(How People Use Social Media)
2011

http://forrester.typepad.com/ground...
http://www.flickr.com/photos/npobre/2601582256/
http://www.flickr.com/photos/tunruh/233316674/
http://www.flickr.com/photos/chokola/1229450683/
We’ll revisit these questions later…
(or, the New Media Adoption Process)
Awareness

Knowledge

Interest

Intent

Action

Repeat
http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
Social media enables targeted marketing responses
at individual touch points along the consumer decision journey.

http://...
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http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow....
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http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm
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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...
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Social media practitioners fall victim to three key ailmen
This is the second of them…

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SHINY OBJECT
SYNDROME
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/
http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888
http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites
http://www.chrisbrogan.com/gplusinfographic/
http://www.forumone.com/blogs/post/table-facebook-pages-vs-facebook-groups-vs-linkedin-groups
•

•
•

http://www.mediabistro.com/alltwitter/social-media-statistics_b17188
http://socialfresh.com/facebook-edgerank-facts/
Social media practitioners fall victim to three key ailmen
This is the third of them…

•

FISHBOWL
SYNDROME
Fishbowl Syndrome is dangerous for individuals and co

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http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbl...
Source: Nielsen, State of the Media: The Social Media Report Q3 2011
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Shared by Natalie Levine
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I do some pretty
egregious
paraphrasing here
– the book is better

http://www.contentrulesbook.com/
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http://www.entrepreneur.com/article/43026
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"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
"Social Media and the Business Imperative" Part 1: MKMC 5102
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"Social Media and the Business Imperative" Part 1: MKMC 5102

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Month 1 slides from my "Social Media and the Business Imperative" class at Manhattanville College (MKMC 5102)

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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…
  • 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…
  • "Social Media and the Business Imperative" Part 1: MKMC 5102

    1. 1. Pet Peeve #1: Crappy Writin
    2. 2. Pet Peeve #2: Tweet, take notes – that’s fine But pay attention. Your time, your dime… http://www.gocomics.com/frogapplause/2013/01/16/
    3. 3. Supplementary and Suggested Readings The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World by Beverly Macy and Teri Thompson, 1st Edition, December 2010; ISBN-13: 9780071752633 Publisher: McGraw-Hill Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith. 2nd Edition, August 2010; ISBN-13: 9780470635490 Publisher: Wiley, John & Sons, Incorporated Humanize: How People-Centric Organizations Succeed in a Social World by Jamie Notter and Maddie Grant. September 2011; ISBN-13: 978-0789741127 Publisher: Que Weekly (Online Readings)
    4. 4. – – –
    5. 5. – – • • • • •
    6. 6. – • • • – –
    7. 7. – – – – – –
    8. 8. • • •
    9. 9. – – – – – – –
    10. 10. http://www.flickr.com/photos/darwinbell/155183682 / http://www.flickr.com/photos/burwash_calligrapher/ 6478042809/ http://www.flickr.com/photos/queen_of_subtle/4462 520710/ http://www.flickr.com/photos/videocrab/116136642/ http://www.flickr.com/photos/aslanmedia_official/62 92167103/ Used under Creative Commons licensing.
    11. 11. http://www.flickr.com/photos/tncountryfan/6176358339/ http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality.
    12. 12. http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
    13. 13. http://www.mediabistro.com/alltwitter/social-media-1969-2012_b45869
    14. 14. • – • – – • – – http://significa.edelman.dev.auctollo.net/government-and-new-media-2/ http://www.flickr.com/photos/36498826@N02/4324885147
    15. 15. • • • • • http://www.flickr.com/photos/30975003@N06/3837106588
    16. 16. The old model, or one reason why PR 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 Fresh Ground, Inc.
    17. 17. The Reality Fresh Ground, Inc.
    18. 18. The Reality Fresh Ground, Inc.
    19. 19. The Reality Fresh Ground, Inc.
    20. 20. The Reality Fresh Ground, Inc.
    21. 21. The Reality Fresh Ground, Inc.
    22. 22. The Reality Fresh Ground, Inc.
    23. 23. The Reality Fresh Ground, Inc.
    24. 24. The Reality Fresh Ground, Inc.
    25. 25. The Reality Fresh Ground, Inc.
    26. 26. 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 Fresh Ground, Inc.
    27. 27. http://www.web-strategist.com/blog/2010/04/15/framework-andmatrix-the-five-ways-companies-organize-for-social-business/
    28. 28. We’ll tackle how to overcome these silos in the Procedural Framework discussion
    29. 29. Social media practitioners fall victim to three key ailmen This is one of them… • TALKING HEAD SYNDROME
    30. 30. • http://www.rackspace.com/blog/social-marketing-strategy/
    31. 31. • • • • • Source: Social Media Marketing, Chapter 3
    32. 32.
    33. 33. http://www.cluetrain.com/book/95-theses.html
    34. 34. Organizations need to understand and respect these four fundamental social media philosophical tenets: • • • • Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/ilmatte/1891092762/
    35. 35. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
    36. 36. • • • 52
    37. 37. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
    38. 38. Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
    39. 39. – – – – – – – – – “Secrets of Social Media Marketing” Chapter 15
    40. 40. • • • • • • Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
    41. 41. • • • • • • • • • • “Secrets of Social Media Marketing” Chapter 15
    42. 42. Slide courtesy of KamiHuyse of Zoetica (@kamichat)
    43. 43. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
    44. 44. • • • • • • •
    45. 45. • • – – • • http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
    46. 46. http://www.netpromoter.com/np/calculate.jsp http://en.wikipedia.org/wiki/Net_Promoter
    47. 47. • http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/
    48. 48. http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
    49. 49. http://www.flickr.com/photos/dougtone/4466249877/ http://www.prweek.com/uk/news/903837/AVE-debate-Measuring-value-PR/ http://www.catherinelane.com/ave-is-a-dying-breed-but-what%E2%80%99s-the-alternative/ http://www.instituteforpr.org/2010/06/the-barcelona-declaration-of-research-principles/
    50. 50. http://www.rackspace.com/blog/social-marketing-strategy/
    51. 51. • – • – – • – – – • – – – – We’ll come back to these and drop them in a matrix for a deeper discussion of the process of social media. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
    52. 52. The Psychographic / Personal Side of Social Media: (How People Use Social Media) 2011 http://forrester.typepad.com/groundswell/2013/01/the-global-social-takeover.html
    53. 53. http://www.flickr.com/photos/npobre/2601582256/
    54. 54. http://www.flickr.com/photos/tunruh/233316674/
    55. 55. http://www.flickr.com/photos/chokola/1229450683/
    56. 56. We’ll revisit these questions later…
    57. 57. (or, the New Media Adoption Process)
    58. 58. Awareness Knowledge Interest Intent Action Repeat
    59. 59. http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
    60. 60. Social media enables targeted marketing responses at individual touch points along the consumer decision journey. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
    61. 61. • • – – – – • • – – – http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx http://www.businessesgrow.com/2012/01/26/forget-demographics-its-all-about-the-socialgraphics/
    62. 62. • • • • http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm
    63. 63. • • • •
    64. 64. • • • • • • • • http://www.entrepreneur.com/article/222779#
    65. 65. http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
    66. 66.
    67. 67. • •
    68. 68. • • • – – – • • – –
    69. 69. Social media practitioners fall victim to three key ailmen This is the second of them… • SHINY OBJECT SYNDROME
    70. 70. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    71. 71. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
    72. 72. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
    73. 73. http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx
    74. 74. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    75. 75. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
    76. 76. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
    77. 77. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    78. 78. http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/
    79. 79. http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888
    80. 80. http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites
    81. 81. http://www.chrisbrogan.com/gplusinfographic/
    82. 82. http://www.forumone.com/blogs/post/table-facebook-pages-vs-facebook-groups-vs-linkedin-groups
    83. 83. • • • http://www.mediabistro.com/alltwitter/social-media-statistics_b17188
    84. 84. http://socialfresh.com/facebook-edgerank-facts/
    85. 85. Social media practitioners fall victim to three key ailmen This is the third of them… • FISHBOWL SYNDROME
    86. 86. Fishbowl Syndrome is dangerous for individuals and co • • http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/ http://www.thefilterbubble.com/
    87. 87. Source: Nielsen, State of the Media: The Social Media Report Q3 2011
    88. 88. • – – – –
    89. 89. • • • • • Shared by Natalie Levine
    90. 90. • • • • • • • I do some pretty egregious paraphrasing here – the book is better http://www.contentrulesbook.com/
    91. 91. • • • •
    92. 92. – – – – – http://www.entrepreneur.com/article/43026
    93. 93. • • • • • • • • •
    94. 94. http://www.briansolis.com/2013/09/the-adaptive-digital-strategy-framework/
    95. 95. • • • • •
    96. 96.
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