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#SMSZI - JochemKoole.com
The PCTT model explained
People, content, tools,
and
the limiting factor time
Update: May 3, 2014
SOCIAL MEDIA
In many social media projects,
the focus is on the media aspect
#SMSZI - JochemKoole.com
A Facebook page is established,
a LinkedIn group is started,
or a Twitter campaign is set up
#SMSZI - JochemKoole.com
In those cases, you’re getting off on the wrong foot…
#SMSZI - JochemKoole.com
Because social media are so much more
than Facebook, LinkedIn, or Twitter
#SMSZI - JochemKoole.com
These three social networks are just tools
#SMSZI - JochemKoole.com
The coming years, these tools
will gain and lose popularity
Source:MarketingfactsStats
#SMSZI - JochemKoole.com
The social internet on the other hand, is here to stay
#SMSZI - JochemKoole.com
Social media enable people
to organize themselves
and share their opinions with one another
#SMSZI - JochemKoole.com
SOCIAL MEDIA
Want to start using social media successfully?
Focus on the social, human aspect!
#SMSZI - JochemKoole.com
How can this be done in a business context?
#SMSZI - JochemKoole.com
The PCTT model
People
Content Tools
Time
#SMSZI - JochemKoole.com
Within the available time…
#SMSZI - JochemKoole.com
Determine which people…
#SMSZI - JochemKoole.com
Will distribute which content…
#SMSZI - JochemKoole.com
Through which tools…
#SMSZI - JochemKoole.com
To improve communications and relationships
with their target audience
#SMSZI - JochemKoole.com
And thereby delivering a valuable contribution
to the organization’s goals
#SMSZI - JochemKoole.com
People
People are the heart of the PCTT model
#SMSZI - JochemKoole.com
People
People
within
organization
On the one hand,
people within your organization
#SMSZI - JochemKoole.com
- Civilians within your borough
- Students at your educational institution
- Members of your club
- …
Or – in case there a...
People
People
within
organization
Target
audience
On the other hand,
their target audience
#SMSZI - JochemKoole.com
1. Employees (& associates)
2. Potential employees (& associates)
3. Clients
4. Potential clients
Considering the goals of...
- (Potential) civilians, in case of a governmental agency
- (Potential) students, in case of an educational institution
- ...
Potential
clients
Potential
employees
Clients
Employees
So, for the commercial use of social media there are 4 scenarios
E...
In the first scenario…
- Communications / relationships
between colleagues are improved
- Employee productivity & satisfac...
Employees
In the second scenario…
- Communications / relationships
with potentional employees are improved
- The right emp...
Employees
In the third scenario…
- Communications / relationships
with clients are improved
- Client satisfaction increase...
Employees
In the fourth scenario…
- Communications / relationships
with potential clients are improved
- Better insights i...
Whether the target audience consists of
(potential) employees (& associates)
or (potential) clients…
#SMSZI - JochemKoole....
To be able to improve communications and relationships…
#SMSZI - JochemKoole.com
…you’ll need to further analyze the target audience
#SMSZI - JochemKoole.com
1. Who are they?
Which demographic & sociological features apply to them?
2. What is on their mind?
What is their biggest ...
3. Where are they online?
Which social media are they using?
4. Why?
5. And when?
This is done by asking 5 W questions…
#S...
Content
The answers to the first two questions
determine the type of content that can be used
#SMSZI - JochemKoole.com
Content = valuable information
Information that - in a specific context - can be used
to create value for a specific group...
Eventually, it’s not the information sender
that determines its value, but the receiver
#SMSZI - JochemKoole.com
Content isn’t necessarilly a thick book
#SMSZI - JochemKoole.com
Producing and consuming content
can take a lot of time
But also very little…
#SMSZI - JochemKoole.com
1. Content that teaches the target audience something new
2. Content that helps to build relationships and trust
3. Conten...
Mix the three
for optimal results
#SMSZI - JochemKoole.com
Teach the target audience something new
“Why should I connect with you,
when I don’t know you and you never teach me anyth...
Build relationships and trust
Like, share & reply
Share human information
#SMSZI - JochemKoole.com
Motivate the target audience into action
“Visit my event!”
“Download my white paper!”
“Buy our product or service!”
#SMSZI...
Tools
The answer to the other three W questions
determine the tools that can be used
#SMSZI - JochemKoole.com
On the one hand, conversation tools;
Tools that can be used for conversation
with the target audience
#SMSZI - JochemKoole...
For example…
#SMSZI - JochemKoole.com
On the other hand, support tools
to host content
Tools that can be used
#SMSZI - JochemKoole.com
For example…
#SMSZI - JochemKoole.com
These tools are social media as well
But their not as suitable
for conversations with the target audience
#SMSZI - JochemK...
And finally monitoring tools
to measure results
Tools that can be used
#SMSZI - JochemKoole.com
For example…
#SMSZI - JochemKoole.com
As you can see in the final example,
all tools can be combined in one
#SMSZI - JochemKoole.com
LinkedIn for example,
is suitable for conversations,
offers its users the possibility to upload content,
and provides cert...
Finally, I differentiate
between corporate and personal social media accounts
#SMSZI - JochemKoole.com
Corporate accounts
are the voice of the organization
on a certain social medium
#SMSZI - JochemKoole.com
Personal accounts
are an employee’s own social media accounts
#SMSZI - JochemKoole.com
Let’s summarize the PCTT model
People
Content Tools
Time
#SMSZI - JochemKoole.com
Summary - People
Employees Target
audience(s)
- Who?
- What?
- Where?
- Why?
- When?
#SMSZI - JochemKoole.com
Something new
Relationships / trust
Action
Summary - Content
#SMSZI - JochemKoole.com
Summary - Tools
Conversation
tools
Support tools
Monitoring tools
Corporate
accounts
Personal
accounts
#SMSZI - JochemKool...
The PCTT model is the backbone
of every social business project
In the near future,
I will offer more building blocks that...
JochemKoole.com
Free social business tips (mainly in Dutch):
JochemKoole.nl/tips
More info
#SMSZI - JochemKoole.com
Nice to connect on…
LinkedIn
Twitter
Google+
More info
#SMSZI - JochemKoole.com
Or email / call me on…
Jochem@JochemKoole.com
+31(0)6 47 39 48 45
More info
#SMSZI - JochemKoole.com
Download this presentation!
This presentation can be downloaded for free via this link
#SMSZI - JochemKoole.com
The images in this presentation
are substitute to a Creative Commons license
and therefore
can be used and adjusted for co...
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The PCTT model explained

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The PCTT model is the backbone of every social business project; determine the optimal combination of people, content, and tools within the time you have available.

In many social media projects the focus is on the media aspect. A Facebook page is established, a LinkedIn group started, or a Twitter campaign set up. In those cases, you’re getting off on the wrong foot…

Are you looking to successfully use social media? Then, you should focus on the social, human aspect. In a business context this can be done by using the PCTT model: within the available time, you determine which people distribute which content through which tools to improve communications and relationships with their target audience. Hereby contributing to the organization’s goals.

In this presentation I provide you with an in depth explanation of the PCTT model, so that you can use the model for your own social business projects.

Published in: Business, Technology
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The PCTT model explained

  1. 1. #SMSZI - JochemKoole.com The PCTT model explained People, content, tools, and the limiting factor time Update: May 3, 2014
  2. 2. SOCIAL MEDIA In many social media projects, the focus is on the media aspect #SMSZI - JochemKoole.com
  3. 3. A Facebook page is established, a LinkedIn group is started, or a Twitter campaign is set up #SMSZI - JochemKoole.com
  4. 4. In those cases, you’re getting off on the wrong foot… #SMSZI - JochemKoole.com
  5. 5. Because social media are so much more than Facebook, LinkedIn, or Twitter #SMSZI - JochemKoole.com
  6. 6. These three social networks are just tools #SMSZI - JochemKoole.com
  7. 7. The coming years, these tools will gain and lose popularity Source:MarketingfactsStats #SMSZI - JochemKoole.com
  8. 8. The social internet on the other hand, is here to stay #SMSZI - JochemKoole.com
  9. 9. Social media enable people to organize themselves and share their opinions with one another #SMSZI - JochemKoole.com
  10. 10. SOCIAL MEDIA Want to start using social media successfully? Focus on the social, human aspect! #SMSZI - JochemKoole.com
  11. 11. How can this be done in a business context? #SMSZI - JochemKoole.com
  12. 12. The PCTT model People Content Tools Time #SMSZI - JochemKoole.com
  13. 13. Within the available time… #SMSZI - JochemKoole.com
  14. 14. Determine which people… #SMSZI - JochemKoole.com
  15. 15. Will distribute which content… #SMSZI - JochemKoole.com
  16. 16. Through which tools… #SMSZI - JochemKoole.com
  17. 17. To improve communications and relationships with their target audience #SMSZI - JochemKoole.com
  18. 18. And thereby delivering a valuable contribution to the organization’s goals #SMSZI - JochemKoole.com
  19. 19. People People are the heart of the PCTT model #SMSZI - JochemKoole.com
  20. 20. People People within organization On the one hand, people within your organization #SMSZI - JochemKoole.com
  21. 21. - Civilians within your borough - Students at your educational institution - Members of your club - … Or – in case there aren’t a lot of employees… #SMSZI - JochemKoole.com
  22. 22. People People within organization Target audience On the other hand, their target audience #SMSZI - JochemKoole.com
  23. 23. 1. Employees (& associates) 2. Potential employees (& associates) 3. Clients 4. Potential clients Considering the goals of any organization, 4 possible target audiences can be recognized: #SMSZI - JochemKoole.com
  24. 24. - (Potential) civilians, in case of a governmental agency - (Potential) students, in case of an educational institution - (Potential) members, in case of a club - … Or… #SMSZI - JochemKoole.com
  25. 25. Potential clients Potential employees Clients Employees So, for the commercial use of social media there are 4 scenarios Employees Employees Employees Employees #SMSZI - JochemKoole.com
  26. 26. In the first scenario… - Communications / relationships between colleagues are improved - Employee productivity & satisfaction increases - Savings are realized Employees Employees #SMSZI - JochemKoole.com
  27. 27. Employees In the second scenario… - Communications / relationships with potentional employees are improved - The right employees are found and attracted faster - Savings are realized Potential employees #SMSZI - JochemKoole.com
  28. 28. Employees In the third scenario… - Communications / relationships with clients are improved - Client satisfaction increases - Income (and savings) are realizedClients #SMSZI - JochemKoole.com
  29. 29. Employees In the fourth scenario… - Communications / relationships with potential clients are improved - Better insights in the market and possibilities to respond quickly - Income (and savings) are realized Potential clients #SMSZI - JochemKoole.com
  30. 30. Whether the target audience consists of (potential) employees (& associates) or (potential) clients… #SMSZI - JochemKoole.com
  31. 31. To be able to improve communications and relationships… #SMSZI - JochemKoole.com
  32. 32. …you’ll need to further analyze the target audience #SMSZI - JochemKoole.com
  33. 33. 1. Who are they? Which demographic & sociological features apply to them? 2. What is on their mind? What is their biggest issue / challenge? This is done by asking 5 W questions… #SMSZI - JochemKoole.com
  34. 34. 3. Where are they online? Which social media are they using? 4. Why? 5. And when? This is done by asking 5 W questions… #SMSZI - JochemKoole.com
  35. 35. Content The answers to the first two questions determine the type of content that can be used #SMSZI - JochemKoole.com
  36. 36. Content = valuable information Information that - in a specific context - can be used to create value for a specific group of people #SMSZI - JochemKoole.com
  37. 37. Eventually, it’s not the information sender that determines its value, but the receiver #SMSZI - JochemKoole.com
  38. 38. Content isn’t necessarilly a thick book #SMSZI - JochemKoole.com
  39. 39. Producing and consuming content can take a lot of time But also very little… #SMSZI - JochemKoole.com
  40. 40. 1. Content that teaches the target audience something new 2. Content that helps to build relationships and trust 3. Content that motivates the target audience into action Within the PCTT model, I differentiate between 3 types of content #SMSZI - JochemKoole.com
  41. 41. Mix the three for optimal results #SMSZI - JochemKoole.com
  42. 42. Teach the target audience something new “Why should I connect with you, when I don’t know you and you never teach me anything new?” #SMSZI - JochemKoole.com
  43. 43. Build relationships and trust Like, share & reply Share human information #SMSZI - JochemKoole.com
  44. 44. Motivate the target audience into action “Visit my event!” “Download my white paper!” “Buy our product or service!” #SMSZI - JochemKoole.com
  45. 45. Tools The answer to the other three W questions determine the tools that can be used #SMSZI - JochemKoole.com
  46. 46. On the one hand, conversation tools; Tools that can be used for conversation with the target audience #SMSZI - JochemKoole.com
  47. 47. For example… #SMSZI - JochemKoole.com
  48. 48. On the other hand, support tools to host content Tools that can be used #SMSZI - JochemKoole.com
  49. 49. For example… #SMSZI - JochemKoole.com
  50. 50. These tools are social media as well But their not as suitable for conversations with the target audience #SMSZI - JochemKoole.com
  51. 51. And finally monitoring tools to measure results Tools that can be used #SMSZI - JochemKoole.com
  52. 52. For example… #SMSZI - JochemKoole.com
  53. 53. As you can see in the final example, all tools can be combined in one #SMSZI - JochemKoole.com
  54. 54. LinkedIn for example, is suitable for conversations, offers its users the possibility to upload content, and provides certain statistics #SMSZI - JochemKoole.com
  55. 55. Finally, I differentiate between corporate and personal social media accounts #SMSZI - JochemKoole.com
  56. 56. Corporate accounts are the voice of the organization on a certain social medium #SMSZI - JochemKoole.com
  57. 57. Personal accounts are an employee’s own social media accounts #SMSZI - JochemKoole.com
  58. 58. Let’s summarize the PCTT model People Content Tools Time #SMSZI - JochemKoole.com
  59. 59. Summary - People Employees Target audience(s) - Who? - What? - Where? - Why? - When? #SMSZI - JochemKoole.com
  60. 60. Something new Relationships / trust Action Summary - Content #SMSZI - JochemKoole.com
  61. 61. Summary - Tools Conversation tools Support tools Monitoring tools Corporate accounts Personal accounts #SMSZI - JochemKoole.com
  62. 62. The PCTT model is the backbone of every social business project In the near future, I will offer more building blocks that enable you to successfully implement the commercial use of social media within your organization Summary - PCTT model #SMSZI - JochemKoole.com
  63. 63. JochemKoole.com Free social business tips (mainly in Dutch): JochemKoole.nl/tips More info #SMSZI - JochemKoole.com
  64. 64. Nice to connect on… LinkedIn Twitter Google+ More info #SMSZI - JochemKoole.com
  65. 65. Or email / call me on… Jochem@JochemKoole.com +31(0)6 47 39 48 45 More info #SMSZI - JochemKoole.com
  66. 66. Download this presentation! This presentation can be downloaded for free via this link #SMSZI - JochemKoole.com
  67. 67. The images in this presentation are substitute to a Creative Commons license and therefore can be used and adjusted for commercial purposes Disclaimer #SMSZI - JochemKoole.com

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