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of CASE District I — 29 January 2010 Why Social The & Whys nots Media

Why And Why Nots of Social Media

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January 2010 CASE Presentation within Communications and Marketing track with Tamsen McMahon, Director of Digital and Strategic Initiatives at Sametz Blackstone Associates.

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Page 1: Why And Why Nots of Social Media

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

Brandon Walsh
I think the rule would actually be nice to have... and maybe a better margin on the left..
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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

14© Sametz Blackstone Associates

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Why/Whynot

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The tower

16© Sametz Blackstone Associates

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Why/Whynot

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The solar system

18© Sametz Blackstone Associates

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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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Spokesmodel

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 % organization34© Sametz Blackstone Associates

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100 % organization35© Sametz Blackstone Associates

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20 % personal

80 % organization

36© Sametz Blackstone Associates

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40 % personal

60 % organization

37© Sametz Blackstone Associates

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80 % organization

20 % personal

38© Sametz Blackstone Associates

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20 % organization 80 % personal

39© Sametz Blackstone Associates

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100 % personal40© Sametz Blackstone Associates

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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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</session>