"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)

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…

Transcript

  • 1. Pet Peeve #1: Crappy Writin
  • 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. 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. – – –
  • 5. – – • • • • •
  • 6. – • • • – –
  • 7. – – – – – –
  • 8. • • •
  • 9. – – – – – – –
  • 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. 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. http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
  • 13. http://www.mediabistro.com/alltwitter/social-media-1969-2012_b45869
  • 14. • – • – – • – – http://significa.edelman.dev.auctollo.net/government-and-new-media-2/ http://www.flickr.com/photos/36498826@N02/4324885147
  • 15. • • • • • http://www.flickr.com/photos/30975003@N06/3837106588
  • 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. The Reality Fresh Ground, Inc.
  • 18. The Reality Fresh Ground, Inc.
  • 19. The Reality Fresh Ground, Inc.
  • 20. The Reality Fresh Ground, Inc.
  • 21. The Reality Fresh Ground, Inc.
  • 22. The Reality Fresh Ground, Inc.
  • 23. The Reality Fresh Ground, Inc.
  • 24. The Reality Fresh Ground, Inc.
  • 25. The Reality Fresh Ground, Inc.
  • 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. http://www.web-strategist.com/blog/2010/04/15/framework-andmatrix-the-five-ways-companies-organize-for-social-business/
  • 28. We’ll tackle how to overcome these silos in the Procedural Framework discussion
  • 29. Social media practitioners fall victim to three key ailmen This is one of them… • TALKING HEAD SYNDROME
  • 30. • http://www.rackspace.com/blog/social-marketing-strategy/
  • 31. • • • • • Source: Social Media Marketing, Chapter 3
  • 32.
  • 33. http://www.cluetrain.com/book/95-theses.html
  • 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. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
  • 36. • • • 52
  • 37. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
  • 38. Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
  • 39. – – – – – – – – – “Secrets of Social Media Marketing” Chapter 15
  • 40. • • • • • • Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
  • 41. • • • • • • • • • • “Secrets of Social Media Marketing” Chapter 15
  • 42. Slide courtesy of KamiHuyse of Zoetica (@kamichat)
  • 43. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  • 44. • • • • • • •
  • 45. • • – – • • http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
  • 46. http://www.netpromoter.com/np/calculate.jsp http://en.wikipedia.org/wiki/Net_Promoter
  • 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. http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
  • 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. http://www.rackspace.com/blog/social-marketing-strategy/
  • 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. 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. http://www.flickr.com/photos/npobre/2601582256/
  • 54. http://www.flickr.com/photos/tunruh/233316674/
  • 55. http://www.flickr.com/photos/chokola/1229450683/
  • 56. We’ll revisit these questions later…
  • 57. (or, the New Media Adoption Process)
  • 58. Awareness Knowledge Interest Intent Action Repeat
  • 59. http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
  • 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. • • – – – – • • – – – 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. • • • • http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm
  • 63. • • • •
  • 64. • • • • • • • • http://www.entrepreneur.com/article/222779#
  • 65. http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
  • 66.
  • 67. • •
  • 68. • • • – – – • • – –
  • 69. Social media practitioners fall victim to three key ailmen This is the second of them… • SHINY OBJECT SYNDROME
  • 70. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
  • 71. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
  • 72. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
  • 73. http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx
  • 74. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
  • 75. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
  • 76. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
  • 77. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
  • 78. http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/
  • 79. http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888
  • 80. http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites
  • 81. http://www.chrisbrogan.com/gplusinfographic/
  • 82. http://www.forumone.com/blogs/post/table-facebook-pages-vs-facebook-groups-vs-linkedin-groups
  • 83. • • • http://www.mediabistro.com/alltwitter/social-media-statistics_b17188
  • 84. http://socialfresh.com/facebook-edgerank-facts/
  • 85. Social media practitioners fall victim to three key ailmen This is the third of them… • FISHBOWL SYNDROME
  • 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. Source: Nielsen, State of the Media: The Social Media Report Q3 2011
  • 88. • – – – –
  • 89. • • • • • Shared by Natalie Levine
  • 90. • • • • • • • I do some pretty egregious paraphrasing here – the book is better http://www.contentrulesbook.com/
  • 91. • • • •
  • 92. – – – – – http://www.entrepreneur.com/article/43026
  • 93. • • • • • • • • •
  • 94. http://www.briansolis.com/2013/09/the-adaptive-digital-strategy-framework/
  • 95. • • • • •
  • 96.