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Todd's BU New Media Slides: Fall 2013 First Half
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Todd's BU New Media Slides: Fall 2013 First Half

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Slides from the first half of my New Media class, fall semester, 2013.

Slides from the first half of my New Media class, fall semester, 2013.

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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…
  • Speaking of honesty, that brings us to my PET PEEVE #1: I hope this is the last time we’ll hear this expression in this class.
  • I do. I’ll almost always edit them out. When you write for PR, you write for journalists, who use the AP stylebook. THIS IS PET PEEVE #2. I used an Oxford comma in the previous slide only to accentuate the pause.
  • 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…

Todd's BU New Media Slides: Fall 2013 First Half Todd's BU New Media Slides: Fall 2013 First Half Presentation Transcript

  • Used under Creative Commons licensing. http://www.flickr.com/photos/phoenixreguy/4809292076/ Pet Peeve #1
  • Pet Peeve #2
  • Pet Peeve #3: Crappy Writin
  • Pet Peeve #4: Tweet, take notes – that’s fine But pay attention. Your time, your dime… http://www.gocomics.com/frogapplause/2013/01/16/
  • Component Points Participation 15 Homework 20 Project 25 Midterm Exam 20 Final Exam 20 Score Grade 93-100 A 90-92 A- 87-89 B+ 83-86 B 80-82 B- 77-79 C+ 73-76 C 70-72 C- 67-69 D+ 63-66 D 60-62 D- Below 60 F
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  • • • • • • • •
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  • – – – – – – –
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  • 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.
  • • • • • • http://pr.wikia.com/wiki/Ivy_Lee
  • • • • • • • • • Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?
  • • • • • • http://www.economist.com/node/17722733
  • • • • In 1914, Lee made $1,000 less a year than my very first job offer in 1992! http://www.motherjones.com/about/what-mother-jones/our-history http://lamar.colostate.edu/~pr/ivylee.pdf
  • • • • In 1914, Lee made $1,000 less a year than my very first job offer in 1992! • http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733
  • • – – • • http://www.flickr.com/photos/makasu/397792717/
  • http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality. http://www.flickr.com/photos/tncountryfan/6176358339/
  • http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
  • • – • – – • – – http://significa.edelman.dev.auctollo.net/government-and-new-media-2/ http://www.flickr.com/photos/36498826@N02/4324885147
  • • • • • • Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588
  • Fresh Ground, Inc. 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
  • We’ll tackle how to overcome these silos in the Procedural Framework discussion
  • TALKING HEAD SYNDROME Social media practitioners fall victim to three key ailmen This is one of them… •
  • 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. 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 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
  • • http://www.rackspace.com/blog/social-marketing-strategy/
  • http://www.cluetrain.com/book/95-theses.html
  • 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/
  • http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/
  • http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
  • • • • 54
  • “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
  • Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
  • – – – – – – – – – “Secrets of Social Media Marketing” Chapter 15
  • • • • • • • Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
  • • • • • • • • • • • “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/
  • • • • • • • •
  • • • – – • • 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
  • • http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/
  • http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
  • 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/ http://www.flickr.com/photos/dougtone/4466249877/
  • http://www.cipr.co.uk/content/news-opinion/presidents-blog/4912/barcelona-principles-the-end-of-ave- http://www.pr-media-blog.co.uk/measuring-pr-barcelona-style/
  • • • • •
  • http://www.rackspace.com/blog/social-marketing-strategy/
  • • – • – – • – – – • – – – – http://www.mckinseyquarterly.com/Demystifying_social_media_2958 We’ll come back to these and drop them in a matrix for a deeper discussion of the process of social media.
  • 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
  • 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://www.mckinseyquarterly.com/Demystifying_social_media_2958
  • Social media practitioners fall victim to three key ailmen This is the second of them… • SHINY OBJECT SYNDROME
  • • • • • • • • http://www.contentrulesbook.com/ I do some pretty egregious paraphrasing here – the book is better
  • 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/