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