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Pet Peeve #1Used under Creative Commons licensing.http://www.flickr.com/photos/phoenixreguy/4809292076/
Pet Peeve #2
Pet Peeve #3: Crappy Writin
Pet Peeve #4: Tweet, take notes – that’s fineBut pay attention. Your time, your dime…                 http://www.gocomics....
Component       Points   Score      GradeParticipation   15       93-100     AHomework        20       90-92      A-Projec...
•    –    –•    –    –    –    –
•••
•    –    –•••••
•    –    –    –•••
•••••••
•    –    –    –
•
–––––––
••••
http://www.flickr.com/photos/darwinbell/155183682/http://www.flickr.com/photos/burwash_calligrapher/6478042809/http://www....
•        –        –  •        –        –        –        –http://www.prwatch.org/prwissues/1996Q4/ewen.html   http://www.e...
•••    http://www.flickr.com/photos/makasu/397792717/
http://www.flickr.com/photos/tncountryfan/6176358339/http://www.tomiahonen.com/   * Recently he’s talked about an eighth f...
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/      ...
•••••    Shared by Chris Cheong   http://www.flickr.com/photos/30975003@N06/3837106588
The old model, or one reason why PR is flawedMegaphone                                                                  Th...
We’ll tackle how toovercome these silosin the ProceduralFramework discussion
Social media practitioners fall victim to three key ailmen    This is one of them…•                                   TALK...
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 ModelIdeate                                                           Share                                 Listen  ...
•    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:...
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/
•••    50
“Ultimately social media is not about the tools,technology and whiz-bang things. It’s about culture               and cult...
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://bit.ly/SMARTObjectives
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/2012/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-l...
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-P...
http://www.cipr.co.uk/content/news-opinion/presidents-blog/4912/barcelona-principles-the-end-of-ave-                    ht...
••••
http://www.rackspace.com/blog/social-marketing-strategy/
•    –•    –    –                                                        We’ll come back to•                              ...
The Psychographic / Personal Side of Social Media:         (How People Use Social Media)                                  ...
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 responsesat individual touch points along the consumer decision journey.       htt...
Social media practitioners fall victim to three key ailmen    This is the second of them…•                                ...
•                             I do some pretty                                  egregious•                           parap...
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/2012/02/28/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: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
Todd's BU New Media Slides: Spring 2013 First Half
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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…
  • Transcript of "Todd's BU New Media Slides: Spring 2013 First Half"

    1. 1. Pet Peeve #1Used under Creative Commons licensing.http://www.flickr.com/photos/phoenixreguy/4809292076/
    2. 2. Pet Peeve #2
    3. 3. Pet Peeve #3: Crappy Writin
    4. 4. Pet Peeve #4: Tweet, take notes – that’s fineBut pay attention. Your time, your dime… http://www.gocomics.com/frogapplause/2012/01/16/
    5. 5. Component Points Score GradeParticipation 15 93-100 AHomework 20 90-92 A-Project 25 88-89 B+Midterm Exam 20 83-87 BFinal Exam 20 80-82 B- 78-79 C+ 73-77 C 70-72 C- 68-69 D+ 63-67 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/4462520710/http://www.flickr.com/photos/videocrab/116136642/http://www.flickr.com/photos/aslanmedia_official/6292167103/Used under Creative Commons licensing.
    16. 16. • – – • – – – –http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733
    17. 17. ••• http://www.flickr.com/photos/makasu/397792717/
    18. 18. http://www.flickr.com/photos/tncountryfan/6176358339/http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality.
    19. 19. http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
    20. 20. • –• – –• – – http://significa.edelman.dev.auctollo.net/government-and-new-media-2/ http://www.flickr.com/photos/36498826@N02/4324885147
    21. 21. ••••• Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588
    22. 22. The old model, or one reason why PR is flawedMegaphone The EarthFlickr image uploaded by thivierr Taken 7 December, 1972Shared under Creative Commons Apollo 17 missionAttribution-Share Alike 2.0 Generic Courtesy: NASALicense Fresh Ground, Inc.
    23. 23. We’ll tackle how toovercome these silosin the ProceduralFramework discussion
    24. 24. Social media practitioners fall victim to three key ailmen This is one of them…• TALKING HEAD SYNDROME
    25. 25. The Reality Fresh Ground, Inc.
    26. 26. The Reality Fresh Ground, Inc.
    27. 27. The Reality Fresh Ground, Inc.
    28. 28. The Reality Fresh Ground, Inc.
    29. 29. The Reality Fresh Ground, Inc.
    30. 30. The Reality Fresh Ground, Inc.
    31. 31. The Reality Fresh Ground, Inc.
    32. 32. The Reality Fresh Ground, Inc.
    33. 33. The Reality Fresh Ground, Inc.
    34. 34. A New ModelIdeate Share Listen ChangeFlickr image uploaded by Caveman (Kickin 66 with Pete Zarria) Flickr image uploaded by Ed Yourdon Flickr image uploaded by andronicusmax Flickr image uploaded byadam*bShared under Creative Commons Shared under Creative Commons Shared under Creative Commons Shared under Creative CommonsAttribution-No Derivative Works 2.0 Generic Attribution-Share Alike 2.0 Generic Attribution 2.0 Generic Attribution 2.0 GenericLicense License License License Fresh Ground, Inc.
    35. 35. • http://www.rackspace.com/blog/social-marketing-strategy/
    36. 36.
    37. 37. http://www.cluetrain.com/book/95-theses.html
    38. 38. 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/
    39. 39. http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/
    40. 40. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
    41. 41. ••• 50
    42. 42. “Ultimately social media is not about the tools,technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
    43. 43. Katie Paine, via“Secrets of Social Media Marketing” Chapter 15
    44. 44. ––––––––– “Secrets of Social Media Marketing” Chapter 15
    45. 45. •••••• Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
    46. 46. •••••••••• “Secrets of Social Media Marketing” Chapter 15
    47. 47. Slide courtesy of KamiHuyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives
    48. 48. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
    49. 49. •••••••
    50. 50. •• – –•• http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
    51. 51. http://www.netpromoter.com/np/calculate.jsp http://en.wikipedia.org/wiki/Net_Promoter
    52. 52. •http://www.crttbuzzbin.com/2012/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/
    53. 53. http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
    54. 54. 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/
    55. 55. 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/
    56. 56. ••••
    57. 57. http://www.rackspace.com/blog/social-marketing-strategy/
    58. 58. • –• – – 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
    59. 59. The Psychographic / Personal Side of Social Media: (How People Use Social Media) 2011 http://forrester.typepad.com/groundswell/2012/01/the-global-social-takeover.html
    60. 60. http://www.flickr.com/photos/npobre/2601582256/
    61. 61. http://www.flickr.com/photos/tunruh/233316674/
    62. 62. http://www.flickr.com/photos/chokola/1229450683/
    63. 63. We’ll revisit these questions later…
    64. 64. (or, the New Media Adoption Process)
    65. 65. Awareness Knowledge Interest Intent Action Repeat
    66. 66. http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
    67. 67. Social media enables targeted marketing responsesat individual touch points along the consumer decision journey. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
    68. 68. Social media practitioners fall victim to three key ailmen This is the second of them…• SHINY OBJECT SYNDROME
    69. 69. • I do some pretty egregious• paraphrasing here• – the book is better•••• http://www.contentrulesbook.com/
    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/2012/02/28/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/
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