Todd's BU New Media Slides: Fall 2013 First Half
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Slides from the first half of my New Media class, fall semester, 2013.
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Todd's BU New Media Slides: Fall 2013 First Half
- 3. Used under Creative Commons licensing. http://www.flickr.com/photos/phoenixreguy/4809292076/ Pet Peeve #1
- 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/2013/01/16/
- 7. Component Points Participation 15 Homework 20 Project 25 Midterm Exam 20 Final Exam 20 Score Grade 93-100 A 90-92 A- 87-89 B+ 83-86 B 80-82 B- 77-79 C+ 73-76 C 70-72 C- 67-69 D+ 63-66 D 60-62 D- Below 60 F
- 9. • • •
- 10. • – – • • • • •
- 13. • • • •
- 14. • • • • • • •
- 15. • – – –
- 16. •
- 18. – – – – – – –
- 20. • • • •
- 23. • • • • • • • • Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?
- 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/
- 32. • • • • • Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588
- 33. Fresh Ground, Inc. 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
- 34. We’ll tackle how to overcome these silos in the Procedural Framework discussion
- 35. TALKING HEAD SYNDROME Social media practitioners fall victim to three key ailmen This is one of them… •
- 36. Fresh Ground, Inc. The Reality
- 37. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
- 38. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
- 39. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
- 40. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
- 41. Fresh Ground, Inc. The Reality
- 42. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
- 43. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
- 44. Fresh Ground, Inc. The Reality Fresh Ground, Inc.
- 45. Fresh Ground, Inc. 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
- 48. •
- 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/
- 53. http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/
- 54. • • • 54
- 55. “Ultimately social media is not about the tools, technology and whiz-bang things. It’s about culture and culture change.” - @ScottMonty
- 57. Katie Paine, via “Secrets of Social Media Marketing” Chapter 15
- 58. – – – – – – – – – “Secrets of Social Media Marketing” Chapter 15
- 59. • • • • • • Jeremiah Owyang, via “Secrets of Social Media Marketing” Chapter 15
- 60. • • • • • • • • • • “Secrets of Social Media Marketing” Chapter 15
- 61. Slide courtesy of KamiHuyse of Zoetica (@kamichat)
- 65. • • • • • • •
- 73. • • • •
- 76. • – • – – • – – – • – – – – http://www.mckinseyquarterly.com/Demystifying_social_media_2958 We’ll come back to these and drop them in a matrix for a deeper discussion of the process of social media.
- 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
- 82. We’ll revisit these questions later…
- 83. (or, the New Media Adoption Process)
- 85. Awareness Knowledge Interest Intent Action Repeat
- 89. Social media enables targeted marketing responses at individual touch points along the consumer decision journey. http://www.mckinseyquarterly.com/Demystifying_social_media_2958
- 91. Social media practitioners fall victim to three key ailmen This is the second of them… • SHINY OBJECT SYNDROME
- 92. • • • • • • • http://www.contentrulesbook.com/ I do some pretty egregious paraphrasing here – the book is better
Notes de l'éditeur
- 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…