"Social Media and the Business Imperative" Part 1: MKMC 5102
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Month 1 slides from my "Social Media and the Business Imperative" class at Manhattanville College (MKMC 5102)
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"Social Media and the Business Imperative" Part 1: MKMC 5102
- 3. Pet Peeve #1: Crappy Writin
- 4. Pet Peeve #2: Tweet, take notes – that’s fine But pay attention. Your time, your dime… http://www.gocomics.com/frogapplause/2013/01/16/
- 6. Supplementary and Suggested Readings The Power of Real-Time Social Media Marketing: How to Attract and Retain Customers and Grow the Bottom Line in the Globally Connected World by Beverly Macy and Teri Thompson, 1st Edition, December 2010; ISBN-13: 9780071752633 Publisher: McGraw-Hill Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith. 2nd Edition, August 2010; ISBN-13: 9780470635490 Publisher: Wiley, John & Sons, Incorporated Humanize: How People-Centric Organizations Succeed in a Social World by Jamie Notter and Maddie Grant. September 2011; ISBN-13: 978-0789741127 Publisher: Que Weekly (Online Readings)
- 8. – – –
- 10. – • • • – –
- 11. – – – – – –
- 12. • • •
- 14. – – – – – – –
- 17. http://www.flickr.com/photos/tncountryfan/6176358339/ http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality.
- 26. 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 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. The Reality Fresh Ground, Inc.
- 35. The Reality Fresh Ground, Inc.
- 36. 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 Fresh Ground, Inc.
- 42. We’ll tackle how to overcome these silos in the Procedural Framework discussion
- 43. Social media practitioners fall victim to three key ailmen This is one of them… • TALKING HEAD SYNDROME
- 45. • • • • • Source: Social Media Marketing, Chapter 3
- 47. •
- 49. 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/
- 51. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
- 52. • • • 52
- 53. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
- 55. Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
- 56. – – – – – – – – – “Secrets of Social Media Marketing” Chapter 15
- 57. • • • • • • Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
- 58. • • • • • • • • • • “Secrets of Social Media Marketing” Chapter 15
- 59. Slide courtesy of KamiHuyse of Zoetica (@kamichat)
- 63. • • • • • • •
- 72. • – • – – • – – – • – – – – 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
- 73. 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
- 78. We’ll revisit these questions later…
- 79. (or, the New Media Adoption Process)
- 85. Social media enables targeted marketing responses at individual touch points along the consumer decision journey. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
- 91. • • • •
- 94. •
- 95. • •
- 98. Social media practitioners fall victim to three key ailmen This is the second of them… • SHINY OBJECT SYNDROME
- 102. http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx
- 114. Social media practitioners fall victim to three key ailmen This is the third of them… • FISHBOWL SYNDROME
- 115. Fishbowl Syndrome is dangerous for individuals and co • • http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/ http://www.thefilterbubble.com/
- 116. Source: Nielsen, State of the Media: The Social Media Report Q3 2011
- 117. • – – – –
- 118. • • • • • Shared by Natalie Levine
- 119. • • • • • • • I do some pretty egregious paraphrasing here – the book is better http://www.contentrulesbook.com/
- 123. • • • •
- 128. • • • • • • • • •
- 130. • • • • •
- 131. •
Editor's Notes
- 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…
- 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…