Todd's BU New Media Slides: Spring 2013 First Half
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Todd's BU New Media Slides: Spring 2013 First Half
- 3. Pet Peeve #1 Used under Creative Commons licensing. http://www.flickr.com/photos/phoenixreguy/4809292076/
- 4. Pet Peeve #2
- 5. Pet Peeve #3: Crappy Writin
- 6. Pet Peeve #4: Tweet, take notes – that’s fine But pay attention. Your time, your dime… http://www.gocomics.com/frogapplause/2012/01/16/
- 7. Component Points Score Grade Participation 15 93-100 A Homework 20 90-92 A- Project 25 88-89 B+ Midterm Exam 20 83-87 B Final 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
- 8. • – – • – – – –
- 9. • • •
- 10. • – – • • • • •
- 13. • – – – • • •
- 14. • • • • • • •
- 15. • – – –
- 16. •
- 18. – – – – – – –
- 20. • • • •
- 22. • – – • – – – – http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733
- 23. • • • http://www.flickr.com/photos/makasu/397792717/
- 24. http://www.flickr.com/photos/tncountryfan/6176358339/ http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality.
- 27. • – • – – • – – http://significa.edelman.dev.auctollo.net/government-and-new-media-2/ http://www.flickr.com/photos/36498826@N02/4324885147
- 28. • • • • • Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588
- 29. The old model, or one reason why PR is flawed Megaphone The Earth Flickr image uploaded by thivierr Taken 7 December, 1972 Shared under Creative Commons Apollo 17 mission Attribution-Share Alike 2.0 Generic Courtesy: NASA License Fresh Ground, Inc.
- 30. We’ll tackle how to overcome these silos in the Procedural Framework discussion
- 31. Social media practitioners fall victim to three key ailmen This is one of them… • TALKING HEAD SYNDROME
- 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. The Reality Fresh Ground, Inc.
- 37. The Reality Fresh Ground, Inc.
- 38. The Reality Fresh Ground, Inc.
- 39. The Reality Fresh Ground, Inc.
- 40. The Reality Fresh Ground, Inc.
- 41. A New Model Ideate Share Listen Change Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria) Flickr image uploaded by Ed Yourdon Flickr image uploaded by andronicusmax Flickr image uploaded byadam*b Shared under Creative Commons Shared under Creative Commons Shared under Creative Commons Shared under Creative Commons Attribution-No Derivative Works 2.0 Generic Attribution-Share Alike 2.0 Generic Attribution 2.0 Generic Attribution 2.0 Generic License License License License Fresh Ground, Inc.
- 42. • http://www.rackspace.com/blog/social-marketing-strategy/
- 44. •
- 46. 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/
- 49. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
- 50. • • • 50
- 51. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
- 53. Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
- 54. – – – – – – – – – “Secrets of Social Media Marketing” Chapter 15
- 55. • • • • • • Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
- 56. • • • • • • • • • • “Secrets of Social Media Marketing” Chapter 15
- 57. Slide courtesy of KamiHuyse of Zoetica (@kamichat) http://bit.ly/SMARTObjectives
- 61. • • • • • • •
- 63. • • – – • • http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/
- 67. 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/
- 68. 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/
- 69. • • • •
- 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/2012/01/the-global-social-takeover.html
- 78. We’ll revisit these questions later…
- 79. (or, the New Media Adoption Process)
- 81. Awareness Knowledge Interest Intent Action Repeat
- 85. Social media enables targeted marketing responses at individual touch points along the consumer decision journey. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
- 87. Social media practitioners fall victim to three key ailmen This is the second of them… • SHINY OBJECT SYNDROME
- 88. • I do some pretty egregious • paraphrasing here • – the book is better • • • • http://www.contentrulesbook.com/
Notas del editor
- 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…