New Media Slides for First Half of Fall, 2014

CM443 B1 Fall 2014
New Media and
Public Relations
Explores the effects of new media on the fundamental theories, models,
and practices of public relations. Studies how websites, blogs, citizen
journalism, social media, direct-to-consumer communication, podcasting,
viral marketing, and other technology-enabled changes are affecting
interpersonal, small group, and mass media relationships. Also covers
and uses the interactive tools that are re-defining the practice of public
relations. The course combines lecture, discussion, guest speakers, case
study, and research to help students uncover and appreciate the power
and potential of interactive media.

Who am I?
Who are you?
It was either this,
crisis communications,
or ethics

“To be honest”
Pet Peeve #1
Used under Creative Commons licensing.
http://www.flickr.com/photos/phoenixreguy/4809292076/

“Who gives a ____
about an Oxford comma?”
Pet Peeve #2

Writing Feedback
1. You are writing for business, not academic! AP Stylebook is our textbook.
2. Proof it! Read it aloud before you print and submit it.
3. Prove it! Back up any bold claims with data or citations. "People say?" Which people?
4. Structure your work! Use section headers and typographic techniques to organize your thoughts.
5. Remember the Rule of Three:
1. Tell 'em what you're gonna tell 'em
2. Tell 'em
3. Tell 'em what you told 'em
6. Less is more (to a certain point)!
"I would have written a shorter letter, but I did not have the time." – Attributed to Blaise Pascal (and
many others)
I delete a lot of uses of "to be" and "to have" -- is and has are weak words, and often (though
not always) passive.
7. That said, beware of pronouns. What is it? Who are they? If there's any chance of confusion, use
the noun, not the pronoun.
8. Agreement is imperative:
1. Tenses
2. Plurality
3. Subject/object/pronoun
4. Parallel construction of sentences and vertical lists
5. Grammatical person / narrative mode
9. Periods vs commas vs semicolons vs dashes
10. Companies are singular
11. Data and media are plural Pet Peeve #3: Crappy Writing

Pet Peeve #4: Tweet, take notes – that’s fine.
But pay attention. Your time, your dime…
CM443 B1 Fall 2014 – Week 1
http://www.gocomics.com/frogapplause/2013/01/16/
COURSE OVERVIEW

Grades
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

Participation & Homework
• Participation (15 points)
– 7: Knowledge of readings and participation in class
– 8: Interaction online via #bunewmedia hashtag
(curved) averaged with the change in your Klout
score (kurved)
• Homework
– 5 or 6 Homework assignments will be given out,
each worth 20 points
– Can be re-submitted for up to two additional points
(not to exceed 20)
– Will be averaged and rounded to generate point
score
– Grading is explained in each assignment

#bunewmedia
• Read articles sent around, especially
those by me and Professor Quigley, but
also by classmates
• Suggest your own readings / listenings
• Reply to or retweet thoughts that resonate
or otherwise impact you (from both
classes)

Required Reading
• Required: Subscribe to and read daily alerts:
– RSS: http://feeds.feedburner.com/bunewmedia
– Email: http://bit.ly/bunewmediasubscribe
• Required: Read the “Reading Assignment”
emails/board and be prepared to speak in class!
• Required: Share links, content and thoughts using
the #bunewmedia hashtag
• No textbooks, but…
• AP Stylebook highly recommended – your writing
will be judged against it
• Social Media Marketing by Dave Evans is also top
on the recommended reading list

Course Project
• Create an “online presence”
• Preliminary Project plan due 9/17
• Mid-Semester Check in due 10/29
• Final project due 12/10

FRAMEWORK DISCUSSION

Frameworks of
Understanding
– Historical: How new media has evolved from old
media
– Organizational: How companies traditionally organize
communication efforts
– Philosophical: The founding principles of social media
– Procedural: The process of how organizations can
become social
– Functional: The key tactics and functions of new
media
– Technological: The kinds and categories of social
media tools
– Analytical: Ways to justify your existence and
measure your effectiveness

Homework #1
In Week 2 of our class, we will explore ways of understanding
new media from a number of different perspectives, or
frameworks. Those frameworks include:
• Historical: How new media has evolved from old media
• Organizational: How companies traditionally organize
communication efforts
• Philosophical: The founding principles of social media
• Procedural: The process of how organizations can become
social
• Technological: The kinds and categories of social media tools
• Functional: The key tactics and functions of new media
• Analytical: Ways to justify your existence and measure your
effectiveness

Homework #1
• Select from among the list above your top
three choices for frameworks you would like
to research further. Send an email to
vanhoose@bu.edu or a tweet to
@vanhoosear by the end of day on
Thursday, September 4th, with your rank-ordered
list of top-three preferred
framework topics. For example:
– Technological
– Analytical
– Functional

Homework #1
• I will review your preferences in light of
other students and choose for you one
topic. I will post the list of framework
assignments by Noon on Friday,
September 5th. I’ll do my best to give you
your first preference, but if everybody
avoids a particular topic I’ll have to assign
it to someone. It’s not personal…

HISTORICAL FRAMEWORK

Todd’s 6 Eras of
Communication
1. Illustration*
1. Spoken Word
2. Written Word
3. Printed Word
4. Mass Media
5. Social Media
http://www.flickr.com/photos/37644376@N00/34021
850/
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.
* Added by Kylie Keegan

Tomi Ahonen’s Seven* Mass
Media
1. Print
2. Recordings
3. Film
4. Radio
5. Television
6. Internet
7. Mobile*
http://www.flickr.com/photos/tncountryfan/6176358339/
http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media:
augmented reality.

History of Marketing
• Greece: Politics, with a little
commerce: Town crier, known to
announce sales
• Rome:
• Wine, with a little commerce
• Already jaded: “Vino vendibili
suspensa hedera non opus est”
– “Good wine needs no bush”
• Acta Diurna (Rome, c151BC) –
Daily Roman Gazette (Stone /
Metal)
• Libelli: Bills announcing estate
sales, baths, lost & found, etc.
• London: The rise of the
“billsticker” and the “bellman”
A History of Advertising by Henry Sampson

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
A History of Advertising by Henry Sampson
• The First Newspapers:
• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”
• Notzie Scritte (Venice, 1556) – Cost one gazetta, leading to the name
• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches,
or Petites Affiches, first published in 1612

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

• 1744: Benjamin Franklin sells scientific
and academic books by mail, offers
first guarantee
• 1872: Montgomery Ward launches first
http://en.wikipedia.org/wiki/Mail_order
http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008
http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/
catalog
• 1893: T.B. Russell writes article in
Printer’s Ink magazine titled “With
English Advertisers” with perhaps the
first mention of “direct mail”
• 1903: Preview of telemarketing when
the Multi-Mailing Co. of New York used
telephone directories as a source for
(postal) mailing lists
• 1905: Homer Buckley builds first direct
mail advertising business

• Early 20th Century: L.L. Bean &
http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/
http://www.prwatch.org/prwissues/1996Q4/ewen.html
http://www.economist.com/node/17722733
Sears take off
• 1906: Ivy Lee issues the first press
release
• WWI: Big transition from door-to-door
to direct mail
• 1916-1935: Eddie Bernays writes
Propaganda, The Engineering of
Consent and Crystallizing Public
Opinion (later used by Goebbels in
Nazi Germany)

Ivy Lee’s “Blindingly Obvious”
Idea
• Public opinion can be a very dangerous
thing, but Lee realized early on that it can
be manipulated as well
• Started as a reporter, then a publicist
before opening his own shop and taking on
a long-boiling anthracite coal strike
• Lee hit upon an idea: Send news desks a
(daily) stream of statements and facts
about the strike
• While well received at first, some members
of the press complained that they were just
well-disguised (and free) ads
• As a result, he issued his “Declaration of
Principles”
http://pr.wikia.com/wiki/Ivy_Lee

Ivy Lee’s “Declaration of
Principles”
• This is not a secret press bureau. All our work is done in the open. We aim to supply
news.
• This is not an advertising agency; if you think any of our matter ought properly to go
to your business office, do not use it.
• Our matter is accurate. Further details on any subject treated will be supplied
promptly, and any editor will be assisted most cheerfully in verifying directly any
statement of fact.
• Upon inquiry, full information will be given to any editor concerning those on whose
behalf an article is sent out.
• In brief, our plan is, frankly and openly, on behalf of business concerns and public
institutions, to supply to the press and public of the United States prompt and
accurate information concerning subjects which it is of value and interest to the public
to know about.
• Corporations and public institutions give out much information in which the news point
is lost to view. Nevertheless, it is quite as important to the public to have this news as
it is to the establishments themselves to give it currency.
• I send out only matter every detail of which I am willing to assist any editor in verifying
for himself.
• I am always at your service for the purpose of enabling you to obtain more complete
Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?
information concerning any of the subjects brought forward in my copy.

The First Press Release: 1906
• Just a month after issuing his
declaration, there was a terrible
rail accident that killed 53
people
• Lee was retained to get the
word out on behalf of his client,
the Pennsylvania Railroad
Company
• He issued a “press release”
• His words made it into The
New York Times verbatim!
• His next big client was John D.
http://www.economist.com/node/17722733
Rockefeller!

From Principled to “Poison
Ivy”
• Lee’s support of Rockefeller led
him to be criticized by many on
the left, including “Mother”
Jones, the liberal magazine’s
namesake
• By 1915, despite attempts to
remain behind the curtains, Lee
was outed as a highly-paid
consultant ($1,000/mo in 1914!)
• By 1919, Upton Sinclair, author
of The Jungle, had him in his
sights and had labeled him
“Poison Ivy.”
http://www.motherjones.com/about/what-mother-jones/our-history http://lamar.colostate.edu/~pr/ivylee.pdf
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!

Enter Eddie Bernays
• Nephew of Sigmund
Freud, who shaped his
world view:
Humans are easily swayed
by irrational thought and
“herd mentality,” making
mani-pulation a necessary
tool
• Served on WWI
Committee on Public
Information
• Wrote Propaganda, The Engineering of Consent and
Crystallizing Public Opinion (later used by Goebbels in
Nazi Germany)
• Saw value of controlling
info
http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!

PR’s Flawed Roots
• Dig deep into the technology, culture and
mindset of this dangerous combination:
– Freudian psychology
– The influence of mass media and the one-to-many
broadcast model that prevailed for most of the 20th
Century.
• PR is deeply flawed because of this…
• But we’ll wait to the “Organization Framework” to
talk about it…
http://www.flickr.com/photos/makasu/397792717/

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

Social Media – A History
(cont’d)

Steve Case’s History of the
Internet
1. Research (1970s)
2. Pioneering (80s to Early 90s)
3. Growth (Mid-90s)
4. Hype (Late 90s)
5. Despair (Early 2000s)
6. Recovery (Mid-2000s)
7. Boom (Late 2000s – Early 2010s)
8. Rinse, Repeat
http://articles.businessinsider.com/2011-01-14/tech/30099341_1_market-value-interactive-services-phase

CM443 B1 Fall 2014 – Weeks 2-3
THE ANALYTICAL
FRAMEWORK

The Three Os of Measurement
1. Outputs – Results of
publicity efforts
2. Outtakes – How people
think as a result of
these outputs
3. Outcomes – How their
behavior changes as a
result of these outtakes
Katie Paine, via
“Secrets of Social Media Marketing” Chapter 15

Seven Steps of Building a
Measurement Program
1. Identify the community
– Who do you have relationships with?
– Who do you want relationships with?
– Who are you reaching with this program
2. Define objectives for each community
– At a high level, what are you trying to achieve?
3. Define measurement criteria
– Create specific goals, or “conversion goals”, measured by real performance
numbers, percentage growth, share of revenue/voice, etc.
– You must be able to tie these to your high-level objectives
4. Define your benchmark
– Where are you starting from? Baseline metrics are critical!
5. Select a measurement tool
– Both traditional and new media
6. Analyze, create action items & recommendations
– Focus on what you can change
7. Make changes and measure again

Examples of High-Level
Objectives
• Learn something about customers we’ve
never known before
• Tell our story to customers and have them
share it
• Have more comments than posts
• Get our customers to help each other
• Create a new revenue channel
• Improve our reputation online
Jeremiah Owyang, via

Sample Basic Metrics
• Get on page one of SERPs for key industry term
• Grow RSS or email subscriptions by 100%
• Have an average of 3 comments per post
• Increase the number of Facebook users “talking
about” our page by 75
• Grow inbound links by 50
• Have at least two blog and media mentions per week
• Grow our Alexa ranking by 500 places by n date
• Improve the sentiment so there are more positive
mentions than negative ones
• Grow web traffic by 200%
• Grow downloads or sales by 50% over next four
months

Where Measurement Starts
pecific
easurable
ttainable
esults-Oriented
ime Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat)

What is a Conversion?
• A conversion is a measurable event that indicates movement through the
sales and marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

The Best Social Media
Metrics*
1. Conversation Index – Ratio of posts to
comments or replies
2. Amplification Rate – How many people
share each post/update/tweet/etc.
3. Applause Rate – How many people “like,”
“+1” or “favorite” each piece of content
4. Economic Value – Sum of short- and
long-term revenue and cost savings
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Paul’s Favorite Metrics
• Page Views – Simple but easy, as long as you
understand difference between views (or visits) and
visitors
• Returning Visitors – How sticky is your site? Over time
this becomes more important
• Pages Per Visit – Keep it trending upward; it’s another
measurement of stickiness
• RSS Subscriptions – How many people read your blog
on a regular basis (in theory)
• Referring Sites – Who’s sending you the most traffic,
to where, and why?
• SERP – Where do you rank?
• Search Terms – Use these to optimize your site
content

Three Metrics In The News
1. Return On Investment
2. Net Promoter Score
3. Ad Value Equivalency

So, You Want to Calculate
ROI?
• ROI is just 1
metric
• It may not even
be the most
important metric!

The Tangibles of ROI
(Gain from Investment – Cost of
Investment)
Cost of Investment
ROI
(%) =
 Gain: Total revenue generated that can be attributed to the
program / campaign
(If the program or campaign is not aimed at revenue generation,
you can substitute “cost savings”)
 Cost: Total cost of program / campaign, including:
 Staff time, calculated by FTE %age of salary or hourly rates
 Hard costs

The Intangibles of ROI
• Attribution can be difficult to determine
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

Calculating Value – Not Just
$$
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

Net Promoter Score
http://www.netpromoter.com/np/calculate.jsp
http://en.wikipedia.org/wiki/Net_Promoter

Ad Value Equivalency
• The calculation of space or time used for
earned media (publicity or news content)
by comparing it to the cost of that same
space or time if purchased as advertising
http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/

The Problem with AVE
1. AVEs do not measure
outcomes
2. AVEs reduce public relations to
media relations
3. AVEs fly in the face of
integrated measurement
4. AVEs provide no diagnostic
value
http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/

Alternatives to AVE
1. Reach: the number of
people exposed to
coverage
2. Opportunities to See
(OTS): Similar to reach,
but counts multiple
articles from single pub
3. Frequency: Average
number of times a person
has seen coverage
4. ROE: Return on
Engagement?
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/

The Barcelona Principles
1. Goal setting and measurement are important
2. Media measurement requires quantity and
quality
3. AVEs are not the value of public relations
4. Social media can and should be measured
5. Measuring outcomes is preferred to measuring
media results (outputs)
6. Organizational results and outcomes should be
measured whenever possible
7. Transparency and replicability are paramount
httotp:/ /swwow.cuiprn.co.duk/ cmontenet/naewss-oupinrioen/pmresideennts-btlog/4912/barcelona-principles-the-end-of-ave-http://
www.pr-media-blog.co.uk/measuring-pr-barcelona-style/

ORGANIZATIONAL
FRAMEWORK

Kinds of Organizations
• Government
– Steve Goldsmith’s Three Problems
1. Responsiveness
2. Efficacy
3. Opacity
• Non-Profit
– Most potential for real impact,
growth
– Four key roles
1. Spokespeople
2. Social media team
3. Media relations team
4. Media advocacy (public affairs)
team
• Private
– Biggest budgets for real impact, growth
– Not just the marketing / corp comms team, please!
http://significa.edelman.dev.auctollo.net/government-and-new-media-2/
http://www.flickr.com/photos/36498826@N02/4324885147

Organizational Infrastructure
• Management
• Internal Communications & HR
• Sales, Marketing and Corporate Comm.
• Customer Support
• Product Development and Engineering
Shared by Chris Cheong http://www.flickr.com/photos/30975003@N06/3837106588

The Anti-Social Organization
The old model, or one reason why PR is flawed
Fresh Ground, Inc.
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

The Risk of Over-Organization
We’ll tackle how to
overcome these silos
in the Procedural
Framework discussion

The Risk of Silos
Social media practitioners fall victim to three key ailments.
This is one of them…
TALKING HEAD SYNDROME
• If your public presence
is disconnected from
your business and
unable to satisfy the
demands of your
community, you’re
probably suffering
from…

The Social Organization
Fresh Ground, Inc.
The Reality

Fresh Ground, Inc.
A New Model
Ideate
Flickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)
Attribution-No Derivative Works 2.0 Generic
License
Share
Flickr image uploaded by Ed Yourdon
Attribution-Share Alike 2.0 Generic
License
Listen
Flickr image uploaded by andronicusmax
Attribution 2.0 Generic
License
Change
Flickr image uploaded by adam*b
Attribution 2.0 Generic
License

Social Business Organization
Models: Organic
http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-
the-five-ways-companies-organize-for-social-business/

Models: Coordinated

Models: Centralized

Models: Dandelion Hub & Spoke

Models: Honeycomb

The Risk of Silos
This is the second of them…
TALKING HEAD SYNDROME
• If your public presence
is disconnected from
your business and
unable to satisfy the
demands of your
community, you’re
probably suffering
from…

• Empowers, trains and engages all relevant
departments in social, not just
“marcomms” people…
http://www.rackspace.com/blog/social-marketing-strategy/

Challenges to Social
Adoption
• Giving up the “Command and Control”
mentality and ceding control – REAL
control – to your customers
• Building bridges to other departments
• Managing short-term performance
expectations in a long-term game
• Getting a handle on all the technology
• Allocating a budget for tools, metrics and
follow-through
Source: Social Media Marketing, Chapter 3

Homework Assignment #2
• Find and subscribe to at least 6 blogs
relevant to new media, PR and, when
possible, your own interests
• Write up a description of 3 of them (10
pts.)
• Choose one new media platform, tool,
technology or network closest to your own
interests and summarize it (10 pts.)
• Due next Wednesday!

THE PHILOSOPHICAL
FRAMEWORK

We Just
• Talked About Old School vs New School

The Cluetrain Manifesto
http://www.cluetrain.com/book/95-theses.html

The Four Ts
Organizations need to understand and
respect these four fundamental social
media philosophical tenets:
• Technology
• Time
• Transparency
• Trust
Flickr photo used with permission under Creative Commons license: http://www.flickr.com/photos/ilmatte/1891092762/

Code of Ethics (Now an App!)
http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/

5 Deadly Sins of Social Media
1. Unreported endorsements
2. Improper anonymity
3. Compromising consumer privacy
4. Overly enthusiastic employees
5. Using online community to get free work
http://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/

What is Social Media?
• Social media is a set of channels, tools and philosophies
for creating content, building community, joining (and
shaping) the conversation, and ultimately “converting”
• Social media is not just a new way to communicate: it’s a
new way to do business
• Ultimately, social media, and more specifically social
marketing, is about turning your customers and
influencers into salespeople.
106

“Ultimately social media is not about the tools,
technology and whiz-bang things. It’s about culture
and culture change.”
- @ScottMonty

THE FUNCTIONAL
PERSPECTIVE

The Five Functions of Social
Marketing
1. Listen
2. Analyze
3. Engage
4. Influence
5. Measure
http://www.rackspace.com/blog/social-marketing-strategy/

McKinsey’s Four Functions
• Monitor social channels for trends,
insights
– Brand monitoring
• Respond to consumers’ comments
– Crisis management
– Customer service
• Amplify current positive activity/tone
– Referrals and recommendations
– Fostering communities
– Brand advocacy
• Lead changes in sentiment or behavior
– Brand content awareness
– Product launches
– Targeted deals, offers
– Customer input
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

The Groundswell Ladder
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

SELLING YOUR MARKETING
PROGRAM

How to Sell Your Ideas
Internally
• Seed (identify a suitable first user group)
• Prioritize (identify key players)
• Experiment
• Create evangelists
• Turn evangelists into trainers
• Don’t forget everything we learned in the
Analytics Framework

Who Uses Social Media / What’s
New In Social Media?
• Social media is more
popular than ever
• “Social media” may just
finally be “media?”
• The lines between paid
and unpaid media
continue to blur
• More participants and
more content means
better filters are needed
• Perfect opportunity for
curation
• More importantly,
content marketers need
to make better content to
break through the better
filters

Should We Break Up With Social
Media?
Courtesy of Digiday, Eat24.

How People Use Social Media
• Are Gallup’s numbers
right? Probably not.
• But we can still learn
from these data
http://www.gallup.com/poll/171785/americans-say-social-media-little-effect-
buying-decisions.aspx

Homework Assignment #3
• Convince your boss that you need a social media
presence
• Write a two-page memorandum that will be
incorporated into the larger plan that the VP of
marketing is assembling, containing:
1. One primary S.M.A.R.T.* goal for the business’s social media
efforts
2. A definition of your community (a.k.a., “target audience”) in
terms of 1-3 “buyer personas” (more on buyer personas here:
http://bit.ly/BuyerPersonas )
3. The Content and Channel
4. The Message
5. The KPIs (for a little more on KPIs, visit
http://www.refresher.com/alrpmkpi2011.html )
• Each section is worth 4 points
• Due next Tuesday!

CM443 B1 Fall 2014 – Weeks 5-6
CONTENT MARKETING 101

What is Content Marketing?
• Content marketing was a response to the evolution of
search engine technology
• Since content marketing’s rapid rise to popularity,
search engine technology has evolved
• Content marketing techniques must evolve with it

Content Marketing is Hot
• 98% of marketers surveyed plan to increase or
maintain their digital marketing budgets for 2014; only
2% plan to decrease their budgets.
• The five top areas where marketers plan to increase
digital spend in 2014 are data and analytics (61%
plan to increase), marketing automation (61%), email
marketing (58%), social media marketing (57%), and
content management (57%).
• $135 billion will be spent on new digital marketing
Source: ExactTarget, Jeff Bullas
collateral (content) in 2014.

Content Marketing is Big.
BUT…
If you build it…
http://www.flickr.com/photos/22711505@N05/5766880112/

Content Marketing
Will they come?
http://www.flickr.com/photos/jewe/2905913332/

Content Marketing =
Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media
game. All in one.

Content Marketing ≠ Inbound
Marketing A good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surrounded by a good social media
Program. This “inbound” model does
Not work as effectively now
As it used to.
Why?
http://www.flickr.com/photos/jameskm03/5990507429/

But is Content Marketing
Working for You?
• Are you creating content?
• If so, what kind, how often & what
channels?
• How are you promoting it?
• Is it being applauded or amplified?
• What kind of engagement are you getting?
• Is it working? (i.e., is it converting?)
(and if it is, would you know it??)

Reminder: What is a
Conversion?
• A conversion is a measurable event that indicates movement through the
sales and marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

A Day in the Life of a Content
Marketer
• 6am: Check Twitter
• 6:15am: Check Twitter again. Anything new?
• 6:30am: Check Twitter. Did someone just tweet at me?
• 6:45am: Check Twitter yet again. Why hasn’t anybody
tweeted me?
• 7:00am: Drive to work. How am I supposed to check
Twitter?
• 7:30am: This Twitter withdrawal is going to kill me!
• 8:00am: Finally, I can check Twitter again.
• … etc., ad infinitum

My Secret Sauce
1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)
– Email subscriptions
2. I aggregate my favorite blog content into a single email
using Yahoo! Pipes, IFTTT and Feedburner so I get one
or two emails a day with headlines and links
3. If I find an article I want to curate and share, I use two
browser plugins…

A Real Day in the Life of a
Content Marketer
• 6am: Check Twitter
• 6:15am: Check email quickly
• 6:30am: Get ready for work
• 7:00am: Head into office
• 8:00am: Read my digests and blogs and curate
• 8:30am: Get on with the real work…
(Oh yeah, and check Twitter)

The Four Cs
• The Four Cs
– Content creation (inform)
– Community building
– Conversation engagement
– Conversion (changing behavior)

(Some) Content Rules
I do some pretty
• Start with the why
• Reuse
• Define success
• Speak human (but read tech)
• Reimagine (but don’t recycle)
• Share, solve, but don’t shill
• Listen and learn
egregious
paraphrasing here
– the book is better
http://www.contentrulesbook.com/

The Best Content Advice I
Have

The Blogging Tenets
Succinct
Transparent
Responsive
Accepting
Insightful
Genuine
Humorous
Timely
Secrets Chapter 5

Curation, Not Just Creation
• Content curation, or the reuse/repackaging of
other people’s content, is becoming hugely
popular
• You must be able to add value to that content:
commentary, insight or more news

Evolution of Content
Consumption
• At the peak of the era of mass communication,
an elite few controlled the news and content
agenda in print, radio and television
– e.g., The Boston Globe’s editorial staff
• As digital media evolved the capacity to support
multiple channels, segmentation began
– At first, left- vs right-leaning media
– Then much more fragmentation
• Today, with so many channels across so many
media, content consumption choices are much
more difficult

Information Overload
• Definition: When the volume of potentially useful and relevant information available exceeds
processing capacity and becomes a hindrance rather than a help
• 90% of all the data in the world has been generated over the last two years
• Information consumption in the US is in the order of 3.6 zettabytes (3.6 million million
gigabytes)
• The average American consumes 34 gigabytes / 12 hours of information per day – outside of
work
• “Between the dawn of civilization through 2003 about 5 exabytes of information was created.
Now, that much information created every 2 days” (Eric Schmidt – former Google CEO)
• In the US, people who text send or receive an average of 35 texts per day
• 28% of office workers time is spent dealing with emails
• The typical Internet user is exposed to 1,707 banner ads per month
• The human brain has a theoretical memory storage capacity of 2.5 petabytes (or a million
GB)
• The maximum number of pieces of information a human brain can handle concurrently is 7
(Miller’s Law)
• Information (over)load is linked to greater stress, and poorer health
• Overuse of social media can lead to short-term memory loss
http://digitalintelligencetoday.com/fast-facts-information-overload-2013/

The Rise of Filters
“It’s not information overload. It’s filter
failure.”
- Professor Clay Shirky

Breaking Through the Filters
• We’ll talk more about the science of
influence later, but for now, recognize that
one of your biggest challenges as a
marketer is breaking through the
background noise levels of online media

Breaking Through the Filters
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm

The Risk of EdgeRank
This is the third of them…
• If you or your
company put news
gathering completely
in the hands of your
social graph and
algorithms, you’re
likely suffering from… FISHBOWL
SYNDROME

The Risk of EdgeRank
Fishbowl Syndrome is dangerous for individuals and companies!
• Eli Pariser describes
the risks perfectly in his
TED talk, website and
book on “The Filter
Bubble.”
• Jonathan Stray found
five ways to break out
of your filter bubbles.
http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/
http://www.thefilterbubble.com/

Podcasting Tips
1. You already have the equipment
– You can start with free software and built-in
hardware, then work your way up
2. Export your audio from videos
– Whenever possible, capture content in video,
then work backward
3. Listen before you record
– Not just to your own test recording, but other
real podcasts and radio programs
4. Keep length in mind
– Under your community’s average commute time
Content Rules Chapter 17

Podcasting Tips (Part 2)
5. Publishing is easy-ish
– Pick up a copy of Podcasting For Dummies to tackle all
the issues
6. Submit to iTunes
– Plenty of other places too, but start here
7. Plan before hitting “Record”
– Write out your intros and outros and have an outline of
topics at least
8. Use music wisely
– NOT from your CD collection, but music you have rights
to use
9. Editing is your friend
– And you’ll hate it, but you need to do it
Content Rules Chapter 17

Video Rules
1. Audio quality is significantly more important than
video quality – use an external mic
2. Get a copy of Get Seen by Steve Garfield
3. Viral video “rules” get broken all the time, but in
general:
– Shorter is better
– Don’t bury the lead (the call to action)
4. Video isn’t searchable yet (nor is audio), so be
very descriptive in title, description and tags
5. Include a dragon – a problem you’re trying to
solve

Question: Monetization
• #presentandfuturebusinessmodelsformonetizingthenewspaperindust
ry
• What do you charge for and what do you offer for free?
• Does free content cheapen you? Can it cost you business?

Gating: Costs and Benefits
• Kinds of gates
– Paygates
– Likegates
– Infogates
• Does gating keep people out? Of course!
• But does it keep out the wrong kinds, or
the right kinds?
• A/B testing is one great technique to find
out

CM443 B1 Spring 2014 – Week 6
THE PROCEDURAL
FRAMEWORK

The Basic Questions
How do we start?
http://www.flickr.com/photos/npobre/2601582256/

The Basic Questions
Where are we going?
http://www.flickr.com/photos/tunruh/233316674/

The Basic Questions
How do we know when we get there?
http://www.flickr.com/photos/chokola/1229450683/

More Fundamental Questions
IS THIS TRIP REALLY NECESSARY?
or,
WHY SHOULD I CARE ABOUT NEW MEDIA AT
ALL?
or,
HOW DO I SELL SOCIAL MEDIA TO MY BOSS?
We’ll revisit these questions later…

Diffusion of Innovations
Theory
(or, the New Media Adoption Process)

The Marketer’s Arrow
Awareness Knowledge Interest Intent Action Repeat

The Integrated Approach
http://www.slideshare.net/HubSpot/optimize-your-sales-marketing-funnel

The “New Marketing” Funnel

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

A Framework for Your Social
Strategy

A Framework for Your Social
Strategy
INPUT
• Organizational factors: Conditions of the external environment/climate and leadership
style.
• Human factors: Skills, knowledge and character of who works for the organization.
• Social factors: Values, inspiration, behaviors of the groups of people that work for the
organization.
PERFORMANCE
• Organizational structure: This is about how the different activities, tasks and
responsibilities are distributed within the organization.
• Process: The brain and heart of our strategic planning & execution. Here we set the
objectives, the strategies, the tactics, we verify the results and determine the necessary
corrective actions.
• Financial structure: It defines how the financial resources are allocated according to the
defined objectives.
OUTPUT
• Management efficiency: Quality of the management. Is the management capable of
achieving a good and tangible output?
• Motivation: This is what drives a person to perform a certain action or to pursue a
certain objective.
• Morale: Do people feel under pressure when they work or do they feel satisfied? You can
think it as the “organizational climate” and it has to do with how the work environment is

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

A Process
• Integration: The focus is on how the organization is structured around social efforts and
on how social technologies are integrated with communication channels across the
organization.
• Planning: Goals are impossible to achieve without a plan. Whether you are working on a
PR or a marketing initiative, a good plan is meant to serve as a roadmap. It’s essential for
aligning the resources and prioritizing the actions of the organization as it strives to
achieve its goals.
• Execution: Execution is what actually brings the strategic plan to fruition. This is the result
of the planning decisions made by the organization and its team.
• Evaluation: The overall process, the financial and the human resources must be
evaluated to ensure that the communications function is successful. Accurate
measurement is vital for the deployment, maintenance and refinement of ongoing and
future projects.
• Internal & External: This model includes what needs to be identified, deployed or
reviewed at each stage of the development process internally and externally – external
communication is as important as internal communication, they are both vital for an
organization’s identity and goals achievement.

THE TECHNOLOGICAL
FRAMEWORK

* Did You
?
http://www.flickr.com/photos/squirmelia/5968201800/

The Risk of Embracing Tech
This is the second of them…
• If you are quick to
adopt and embrace
new tools,
technologies and
networks, you’re being
smart, but, make sure
you can explain why,
or you might suffer
from…
SHINY OBJECT
SYNDROME

How the Web Works (The OSI Model)
http://krystalchisholm.wordpress.com/2010/10/08/chapter-12/

How
the
Web
Works
(Client/
Server
Model)
http://sleeplessgeek.blogspot.com/2
010/08/visualizing-our-example-setup.
html

HTTP, HTML & CSS
• HTTP (Hypertext Transfer Protocol) is how HTML
(Hypertext Markup Language) pages are
transmitted from the server to the browser
• HTML has evolved from a descriptive model to a
semantic model
– e.g., instead of <B> for bold, preference now is to use
<STRONG>, reflecting the need for a strong
emphasis, rather than assuming that bold is the best
way to do that
• CSS (Cascading Style Sheets) allow the designer
to customize how content looks based on how it’s
marked up semantically with HTML.

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