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

  • 1. Pet Peeve #1Used under Creative Commons licensing.http://www.flickr.com/photos/phoenixreguy/4809292076/
  • 2. Pet Peeve #2
  • 3. Pet Peeve #3: Crappy Writin
  • 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. 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. • – –• – – – –
  • 7. •••
  • 8. • – –•••••
  • 9. • – – –•••
  • 10. •••••••
  • 11. • – – –
  • 12.
  • 13. –––––––
  • 14. ••••
  • 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. • – – • – – – –http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733
  • 17. ••• http://www.flickr.com/photos/makasu/397792717/
  • 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. http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase
  • 20. • –• – –• – – http://significa.edelman.dev.auctollo.net/government-and-new-media-2/ http://www.flickr.com/photos/36498826@N02/4324885147
  • 21. ••••• Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588
  • 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. We’ll tackle how toovercome these silosin the ProceduralFramework discussion
  • 24. Social media practitioners fall victim to three key ailmen This is one of them…• TALKING HEAD SYNDROME
  • 25. The Reality Fresh Ground, Inc.
  • 26. The Reality Fresh Ground, Inc.
  • 27. The Reality Fresh Ground, Inc.
  • 28. The Reality Fresh Ground, Inc.
  • 29. The Reality Fresh Ground, Inc.
  • 30. The Reality Fresh Ground, Inc.
  • 31. The Reality Fresh Ground, Inc.
  • 32. The Reality Fresh Ground, Inc.
  • 33. The Reality Fresh Ground, Inc.
  • 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. • http://www.rackspace.com/blog/social-marketing-strategy/
  • 36.
  • 37. http://www.cluetrain.com/book/95-theses.html
  • 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. http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/
  • 40. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
  • 41. ••• 50
  • 42. “Ultimately social media is not about the tools,technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
  • 43. Katie Paine, via“Secrets of Social Media Marketing” Chapter 15
  • 44. ––––––––– “Secrets of Social Media Marketing” Chapter 15
  • 45. •••••• Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
  • 46. •••••••••• “Secrets of Social Media Marketing” Chapter 15
  • 47. Slide courtesy of KamiHuyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives
  • 48. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  • 49. •••••••
  • 50. •• – –•• http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
  • 51. http://www.netpromoter.com/np/calculate.jsp http://en.wikipedia.org/wiki/Net_Promoter
  • 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. http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
  • 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. 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. ••••
  • 57. http://www.rackspace.com/blog/social-marketing-strategy/
  • 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. 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. http://www.flickr.com/photos/npobre/2601582256/
  • 61. http://www.flickr.com/photos/tunruh/233316674/
  • 62. http://www.flickr.com/photos/chokola/1229450683/
  • 63. We’ll revisit these questions later…
  • 64. (or, the New Media Adoption Process)
  • 65. Awareness Knowledge Interest Intent Action Repeat
  • 66. http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel
  • 67. Social media enables targeted marketing responsesat individual touch points along the consumer decision journey. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
  • 68. Social media practitioners fall victim to three key ailmen This is the second of them…• SHINY OBJECT SYNDROME
  • 69. • I do some pretty egregious• paraphrasing here• – the book is better•••• http://www.contentrulesbook.com/
  • 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/2012/02/28/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/