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
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
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Fresh Ground, Inc.
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/
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
85. Social media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958
86.
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/
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…