25. •
•
•
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
26. •
•
•
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
28. http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media:
augmented reality.
http://www.flickr.com/photos/tncountryfan/6176358339/
33. Fresh Ground, Inc.
The old model, or one reason why PR is flawed
Megaphone
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The Earth
Taken 7 December, 1972
Apollo 17 mission
Courtesy: NASA
34. We’ll tackle how to
overcome these silos
in the Procedural
Framework discussion
45. Fresh Ground, Inc.
A New Model
Ideate
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)
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Share
Flickr image uploaded by Ed Yourdon
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Listen
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Change
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50. 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/
77. 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
89. Social media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958
90.
91. Social media practitioners fall victim to three key ailmen
This is the second of them…
•
SHINY OBJECT
SYNDROME
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…