why and why nots of social media
DESCRIPTION
January 2010 CASE Presentation within Communications and Marketing track with Tamsen McMahon, Director of Digital and Strategic Initiatives at Sametz Blackstone Associates.TRANSCRIPT
of
CASE District I — 29 January 2010
Why Social
The&Whys nots
Media
Speakers
© Sametz Blackstone Associates
Tamsen S. McMahon— Sametz Blackstone Associates— Director of Digital and Strategic Initiatives— [email protected]—@tamadear
Gene Begin— Babson College — Marketing Director, Undergraduate School— [email protected]— @gbegin
<session>
Whysocial media
If Facebook were a country, it would be the world’s third largest.
…and be only five years old.
Social networking is more popular than email.
© Sametz Blackstone Associates
Mashable.com
Social networking is more popular than email. And porn.
© Sametz Blackstone Associates
TIME Magazine
Whynot
It’suncontrollable!
It’sunexpected!
It’sunsustainable!
structures
The doughnut
14© Sametz Blackstone Associates
Why/Whynot
The tower
16© Sametz Blackstone Associates
Why/Whynot
The solar system
18© Sametz Blackstone Associates
Why/Whynot
policies
No policy
21© Sametz Blackstone Associates
Why/Whynot
“No!” policy
23© Sametz Blackstone Associates
Why/Whynot
Spokesmodel
25© Sametz Blackstone Associates
Why/Whynot
Spokesmodel
27© Sametz Blackstone Associates
A-team
28© Sametz Blackstone Associates
Why/Whynot
The train (all aboard!)
30© Sametz Blackstone Associates
Why/Whynot
strategies
Four profile strategies
© Sametz Blackstone Associates
Personal content / behavior
Organizational content / behavior
100 % organization34© Sametz Blackstone Associates
100 % organization35© Sametz Blackstone Associates
20 % personal
80 % organization
36© Sametz Blackstone Associates
40 % personal
60 % organization
37© Sametz Blackstone Associates
80 % organization
20 % personal
38© Sametz Blackstone Associates
20 % organization 80 % personal
39© Sametz Blackstone Associates
100 % personal40© Sametz Blackstone Associates
How to figure out what’s best?
We take a scientific approach…
the method
0 Define the question
1 Observe
2 Investigate
3 Hypothesize
4 Experiment
5 Analyze
6 Retest
Odefine the question
What’s the best use of social media in my organization?
© Sametz Blackstone Associates
1observe
Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
2investigate
ScopeAudiencesContent ResourcesOutcomesMeasurement
Scope
Audiences
Audiences
Resonance & Dissonance
Content
© Sametz Blackstone Associates
Resources
Outcomes
© Sametz Blackstone Associates
Measurement
3hypothesize
For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.
© Sametz Blackstone Associates
4experiment
Observation ≠ participation.
You have to do it.
© Sametz Blackstone Associates
5analyze
Numbers Sentiment Actions
6retest
It takes practice.
Why/Whynot
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