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/frogapplaus...
Component Points
Participation 15
Homework 20
Project 25
Midterm Exam 20
Final Exam 20
Score Grade
93-100 A
90-92 A-
87-89...
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http://www.flickr.com/photos/darwinbell/155183682
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http://www.flickr.com/photos/burwash_calligrapher/
6478042809/
http://...
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http://pr.wikia.com/wiki/Ivy_Lee
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Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this t...
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http://www.economist.com/node/17722733
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In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
http://www.motherjones.com/about/what-mot...
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In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
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http://www.prwatch.org/prwissues/1996Q4...
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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...
http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
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http://significa.edelman.dev.auctollo.net/government-and-new-media-2/
http://www.flickr.com/photos/3649882...
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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 ...
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...
•
http://www.rackspace.com/blog/social-marketing-strategy/
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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 phot...
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/
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54
“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.prweek.com/uk/news/903837/AVE-debate-Measuring-value-PR/
http://www.catherinelane.com/ave-is-a-dying-breed-but-...
http://www.cipr.co.uk/content/news-opinion/presidents-blog/4912/barcelona-principles-the-end-of-ave-
http://www.pr-media-b...
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http://www.rackspace.com/blog/social-marketing-strategy/
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http://www.mckinseyquarterly.com/Demystifying_social_media_2958
We’ll come back to
these and d...
The Psychographic / Personal Side of Social Media:
(How People Use Social Media)
2011
http://forrester.typepad.com/grounds...
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://w...
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/
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
Todd's BU New Media Slides: Fall 2013 First Half
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.

Published in: Business, Technology
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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

    1. 1. Used under Creative Commons licensing. http://www.flickr.com/photos/phoenixreguy/4809292076/ Pet Peeve #1
    2. 2. Pet Peeve #2
    3. 3. Pet Peeve #3: Crappy Writin
    4. 4. Pet Peeve #4: Tweet, take notes – that’s fine But pay attention. Your time, your dime… http://www.gocomics.com/frogapplause/2013/01/16/
    5. 5. 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
    6. 6. • – – • – – – –
    7. 7. • • •
    8. 8. • – – • • • • •
    9. 9. • • • •
    10. 10. • • • • • • •
    11. 11. • – – –
    12. 12.
    13. 13. – – – – – – –
    14. 14. • • • •
    15. 15. 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.
    16. 16. • • • • • http://pr.wikia.com/wiki/Ivy_Lee
    17. 17. • • • • • • • • Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?
    18. 18. • • • • • http://www.economist.com/node/17722733
    19. 19. • • • 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
    20. 20. • • • 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
    21. 21. • – – • • http://www.flickr.com/photos/makasu/397792717/
    22. 22. http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality. http://www.flickr.com/photos/tncountryfan/6176358339/
    23. 23. http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
    24. 24. • – • – – • – – http://significa.edelman.dev.auctollo.net/government-and-new-media-2/ http://www.flickr.com/photos/36498826@N02/4324885147
    25. 25. • • • • • Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588
    26. 26. 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
    27. 27. We’ll tackle how to overcome these silos in the Procedural Framework discussion
    28. 28. TALKING HEAD SYNDROME Social media practitioners fall victim to three key ailmen This is one of them… •
    29. 29. Fresh Ground, Inc. The Reality
    30. 30. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    31. 31. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    32. 32. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    33. 33. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    34. 34. Fresh Ground, Inc. The Reality
    35. 35. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    36. 36. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    37. 37. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
    38. 38. 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
    39. 39. • http://www.rackspace.com/blog/social-marketing-strategy/
    40. 40.
    41. 41. http://www.cluetrain.com/book/95-theses.html
    42. 42. 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/
    43. 43. http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/
    44. 44. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
    45. 45. • • • 54
    46. 46. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
    47. 47. Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
    48. 48. – – – – – – – – – “Secrets of Social Media Marketing” Chapter 15
    49. 49. • • • • • • Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
    50. 50. • • • • • • • • • • “Secrets of Social Media Marketing” Chapter 15
    51. 51. Slide courtesy of KamiHuyse of Zoetica (@kamichat)
    52. 52. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
    53. 53. • • • • • • •
    54. 54. • • – – • • http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
    55. 55. http://www.netpromoter.com/np/calculate.jsp http://en.wikipedia.org/wiki/Net_Promoter
    56. 56. • http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/
    57. 57. http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
    58. 58. 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/
    59. 59. 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/
    60. 60. • • • •
    61. 61. http://www.rackspace.com/blog/social-marketing-strategy/
    62. 62. • – • – – • – – – • – – – – 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.
    63. 63. 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
    64. 64. http://www.flickr.com/photos/npobre/2601582256/
    65. 65. http://www.flickr.com/photos/tunruh/233316674/
    66. 66. http://www.flickr.com/photos/chokola/1229450683/
    67. 67. We’ll revisit these questions later…
    68. 68. (or, the New Media Adoption Process)
    69. 69. Awareness Knowledge Interest Intent Action Repeat
    70. 70. http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
    71. 71. Social media enables targeted marketing responses at individual touch points along the consumer decision journey. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
    72. 72. Social media practitioners fall victim to three key ailmen This is the second of them… • SHINY OBJECT SYNDROME
    73. 73. • • • • • • • http://www.contentrulesbook.com/ I do some pretty egregious paraphrasing here – the book is better
    74. 74. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    75. 75. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
    76. 76. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/
    77. 77. http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx
    78. 78. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    79. 79. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
    80. 80. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/
    81. 81. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061
    82. 82. http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/
    83. 83. http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888
    84. 84. http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites
    85. 85. http://www.chrisbrogan.com/gplusinfographic/
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