Month 1 slides from my "Social Media and the Business Imperative" class at Manhattanville College (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. –
–
–

9. –
–
•
•
•
•
•

10. –
•
•
•
–
–

11. –
–
–
–
–
–

12. •
•
•

14. –
–
–
–
–
–
–

16. http://www.flickr.com/photos/darwinbell/155183682
/
http://www.flickr.com/photos/burwash_calligrapher/
6478042809/
http://www.flickr.com/photos/queen_of_subtle/4462
520710/
http://www.flickr.com/photos/videocrab/116136642/
http://www.flickr.com/photos/aslanmedia_official/62
92167103/
Used under Creative Commons licensing.

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.

18. http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase

19. http://www.mediabistro.com/alltwitter/social-media-1969-2012_b45869

24. •
–
•
–
–
•
–
–
http://significa.edelman.dev.auctollo.net/government-and-new-media-2/
http://www.flickr.com/photos/36498826@N02/4324885147

25. •
•
•
•
•
http://www.flickr.com/photos/30975003@N06/3837106588

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.

37. http://www.web-strategist.com/blog/2010/04/15/framework-andmatrix-the-five-ways-companies-organize-for-social-business/

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

44. •
http://www.rackspace.com/blog/social-marketing-strategy/

45. •
•
•
•
•
Source: Social Media Marketing, Chapter 3

47. •

48. http://www.cluetrain.com/book/95-theses.html

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)

62. http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

63. •
•
•
•
•
•
•

65. •
•
–
–
•
•
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

66. http://www.netpromoter.com/np/calculate.jsp
http://en.wikipedia.org/wiki/Net_Promoter

67. •
http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/

68. http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/

69. 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/

71. http://www.rackspace.com/blog/social-marketing-strategy/

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

75. http://www.flickr.com/photos/npobre/2601582256/

76. http://www.flickr.com/photos/tunruh/233316674/

77. http://www.flickr.com/photos/chokola/1229450683/

78. We’ll revisit these questions later…

79. (or, the New Media Adoption Process)

81. Awareness
Knowledge
Interest
Intent
Action
Repeat

83. http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

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

89. •
•
–
–
–
–
•
•
–
–
–
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.com/2012/01/26/forget-demographics-its-all-about-the-socialgraphics/

90. •
•
•
•
http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm

91. •
•
•
•

92. •
•
•
•
•
•
•
•
http://www.entrepreneur.com/article/222779#

93. http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013

94. •

95. •
•

96. •
•
•
–
–
–
•
•
–
–

98. Social media practitioners fall victim to three key ailmen
This is the second of them…
•
SHINY OBJECT
SYNDROME

99. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061

100. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/

101. http://gigaom.com/2011/08/16/twitter-by-the-numbers-infographic/

102. http://blog.hubspot.com/blog/tabid/6307/bid/19023/10-Terrific-New-Twitter-Infographics-in-2011.aspx

103. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061

104. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/

105. http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/

106. http://www.mediabistro.com/alltwitter/social-media-key-statistics_b19061

107. http://mashable.com/2013/02/28/the-marketers-guide-to-pinterest-infographic/

108. http://www.mediabistro.com/alltwitter/pinterest-twitter-facebook_b21888

109. http://www.flowtown.com/blog/social-media-demographics-whos-using-which-sites

110. http://www.chrisbrogan.com/gplusinfographic/

111. http://www.forumone.com/blogs/post/table-facebook-pages-vs-facebook-groups-vs-linkedin-groups

112. •
•
•
http://www.mediabistro.com/alltwitter/social-media-statistics_b17188

113. http://socialfresh.com/facebook-edgerank-facts/

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. •
•
•
•

125. –
–
–
–
–
http://www.entrepreneur.com/article/43026

128. •
•
•
•
•
•
•
•
•

129. http://www.briansolis.com/2013/09/the-adaptive-digital-strategy-framework/

130. •
•
•
•
•

131. •