New Media and Public Relations - Part 1 - Spring, 2016

CM443 B1 Spring 2016

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”

Used under Creative Commons licensing.http://www.flickr.com/photos/phoenixreguy/4809292076/

Pet Peeve #1

“Who gives a ____ about an Oxford comma?”

Pet Peeve #2

Writing Feedback1. 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 'em2. Tell 'em3. 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. Tenses2. Plurality3. Subject/object/pronoun4. Parallel construction of sentences and vertical lists5. Grammatical person / narrative mode

9. Periods vs commas vs semicolons vs dashes10. Companies are singular 11. Data and media are plural

Pet Peeve #3: Crappy Writing

COURSE OVERVIEWCM443 B1 Spring 2016 – Week 1

Pet Peeve #4: Tweet, take notes – that’s fine. But pay attention. Your time, your dime…

http://www.gocomics.com/frogapplause/2012/01/16/

GradesComponent PointsParticipation 15Homework 20Project 25Midterm Exam 20Final Exam 20

Score Grade93-100 A90-92 A-87-89 B+83-86 B80-82 B-77-79 C+73-76 C70-72 C-67-69 D+63-66 D60-62 D-Below 60 F

First Steps• Be on Blackboard• Have or create a public Twitter account and share that account with the class• Have a Klout account and a Klout score and connect that to your public Twitter

account: http://klout.com/• Sign up for an RSS reader/aggregator. With Google Reader now gone, I

recommend Feedly: http://cloud.feedly.com/ • Subscribe to the BU New Media RSS Feed one of the two following ways (I

recommend both, just to hedge your bets):– Real-time RSS feed: http://feeds.feedburner.com/bunewmedia– Daily email alert: http://bit.ly/bunewmediasubscribe

• Get comfortable in WordPress: – http://codex.wordpress.org/Introduction_to_Blogging – http://bit.ly/10zbBnh

• Learn a little about Google Analytics: http://www.google.com/analytics/iq.html

http://cloud.feedly.com/

http://feeds.feedburner.com/bunewmedia

http://bit.ly/bunewmediasubscribe

http://codex.wordpress.org/Introduction_to_Blogging

http://bit.ly/10zbBnh

http://www.google.com/analytics/iq.html

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 (20 points)

– 5 or 6 Homework assignments will be given out, each worth 20 points

– 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

http://feeds.feedburner.com/bunewmedia

http://bit.ly/bunewmediasubscribe

Course Schedule

Course Schedule

Course Project• Create an “online presence”• Preliminary Project plan due 2/1• Mid-Semester Check in due 3/22• Final project due 4/26

Graduate Project Overview

Graduate Project: Key Facts

• Universities challenged to counter the pervasiveness of extremism on social media

• Teams compete for the chance to present their campaigns in Washington, D.C. to senior USG officials, earn scholarship awards

• Most students earn academic credit in marketing, communications, social/digital media, conflict, human rights and terrorism studies

• No limits on creativity or scope, but students must implement their projects and demonstrate effectiveness

• Sponsored by the U.S. Department of State with support from other inter-governmental agencies

• 93 documents (over 1,000 pages) of basic research on radicalization and social media recruitment provided to guide student efforts

Graduate Project Process

Grads and Undergrads• Our grad students will help design

the homework assignments to meet the needs of the P2P project, so everyone contributes!

• Undergrads will be able to earn extra credit with active participation

FRAMEWORK DISCUSSIONCM443 B1 Spring 2016 – Week 1

Homework #1In Week 2 of our class, we will begin exploring in depth 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 [email protected] or a tweet to @vanhoosear by the end of day on Wednesday, January 20th, with your rank-ordered list of top-three preferred framework topics. For example:– Technological– Analytical– Functional

mailto:[email protected]

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 Thursday, January 21st. 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…

WORDPRESS 101CM443 B1 Spring 2016 – Week 1

TWITTER 101CM443 B1 Spring 2016 – Week 1

HISTORICAL FRAMEWORKCM443 B1 Spring 2016 – Week 2

Todd’s 6 Eras of Communication

1. Illustration*2. Spoken Word

3. Written Word

4. Printed Word

5. Mass Media

6. Social Media

http://www.flickr.com/photos/37644376@N00/34021850/

http://www.flickr.com/photos/darwinbell/155183682/

http://www.flickr.com/photos/burwash_calligrapher/6478042809/

http://www.flickr.com/photos/queen_of_subtle/4462520710/ http://www.flickr.com/photos/videocrab/116136642/

http://www.flickr.com/photos/aslanmedia_official/6292167103/

Used under Creative Commons licensing.

* Added by Kylie Keegan



http://www.flickr.com/photos/queen_of_subtle/4462520710/

http://www.flickr.com/photos/queen_of_subtle/4462520710/

http://www.flickr.com/photos/videocrab/116136642/

Tomi Ahonen’s Seven* Mass Media

1. Print2. Recordings3. Film4. Radio5. Television6. Internet7. Mobile*

http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media: augmented reality.

http://www.flickr.com/photos/tncountryfan/6176358339/

History of Marketing

A History of Advertising by Henry Sampson

• 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”


http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspxA History of Advertising by Henry Sampson

• The First Newspapers:• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”• Notizie 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


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/

• 1744: Benjamin Franklin sells scientific and academic books by mail, offers first guarantee

• 1872: Montgomery Ward launches first 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


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

• Early 20th Century: L.L. Bean & 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 information concerning any of the subjects brought forward in my copy.

Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?

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.

Rockefeller!http://www.economist.com/node/17722733

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.”

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

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

• Saw value of controlling info • Wrote Propaganda, The Engineering of Consent and Crystallizing Public Opinion (later used by Goebbels in Nazi Germany)

http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733

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 “Philosophical Framework” to talk about it in more depth…

http://www.flickr.com/photos/makasu/397792717/

Moving On: Radio, Phones, TV


The Rise of TV


Sputnik and Social MediaThere was a sudden crisis of confidence in American technology, values, politics, and the military. Science, technology, and engineering were totally reworked and massively funded in the shadow of Sputnik. The Russian satellite essentially forced the United States to place a new national priority on research science, which led to the development of microelectronics—the technology used in today's laptop, personal, and handheld computers. Many essential technologies of modern life, including the Internet, owe their early development to the accelerated pace of applied research triggered by Sputnik.

“

”http://www.pbs.org/wgbh/nova/space/sputnik-impact-on-america.html

History of the Internet

http://www.internetsociety.org/internet/what-internet/history-internet/brief-history-internethttp://blog.ibefound.com/wp-content/uploads/2014/08/timeline-history-of-the-internet.png

The Rise of PCs, Dawn of Mobile




















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

Class Project: Preliminary Plan

Due February 1st, comprised of the following:• Theme and/or Title • Desired URL: (e.g.,

bunewmedia.net/mygreatblog) • Primary Objective, for instance:

– Get a job (this choice is harder than it looks)

– Share my passion– Raise awareness about an issue– Sell a product or piece of content (real

products only please) – Capture information from individuals for

networking or other future use• Key Performance Indicators (2-3

measurements of success), e.g. – Traffic – Comments

– Downloads– Sales– Share of Voice

• Target Community – Who are you trying to connect with and why?

• Search Strategy – How will you make the site search optimized? A good resource to help feed this section: http://www.searchengineguide.com/stoney-degeyter/seo-101-everything-you-need-to-know-abou.php

• “Voice” – Describe the writing or content style you anticipate using. What is the intended tone or of your presence? How will the look and “style” of your presence support your voice? Be specific and detailed.

http://www.searchengineguide.com/stoney-degeyter/seo-101-everything-you-need-to-know-abou.php





THE ANALYTICAL FRAMEWORKCM443 B1 Spring 2016 – Weeks 2-3

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

OKatie Paine, via

“Secrets of Social Media Marketing” Chapter 15

What’s Missing?• Katie Paine’s Three Os describe most, but

not all, of the metrics we should be tracking

• They represent the part of the marketing / PR process over which you have the most control

The Two Is• Missing are the two important factors that

you have the least control over– Inputs are the “raw materials,” resources and

tools that you have been given to accomplish your task

– Impact is the positive economic or life change brought about as a result of the outcomes

Inputs

Outputs

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 Problems with AVE1. AVEs do not measure outcomes2. AVEs reduce public relations to media relations3. AVEs treat advertising and PR as cost alternatives,

flying in the face of integrated measurement4. AVEs provide no diagnostic value – they don’t tell

you what’s working5. AVEs do not take into consideration credibility,

and ignore social media6. AVEs are commonly used in conjunction with

multipliers (i.e., “this article is worth 2x its AVE because it has editorial credibility”), but no research supports this

http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/http://www.instituteforpr.org/wp-content/uploads/Dispelling_Myth_of_PR_Multiplier.pdf

Alternatives to AVE1. gAVE (Google AVE =

CPC x search volume)2. Reach/OTS/Frequency3. ROE: Return on

Engagement?4. AMEC’s response: A

grid of alternativeshttp://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.slideshare.net/garydpreston/g-ave-slide-share

http://www.chalkablog.com/2014/07/10-top-tools-for-measuring-pr.html

Alternatives to AVE: AMEC

http://amecorg.com/downloads/resource/ValidMetricsFramework7June2011PrintVersion.pdf

The NEW Barcelona Principles1. Goal setting and measurement are fundamental to

communication and public relations2. Measuring communication outputs is great, but also measuring

outcomes is even more important3. The effect of communication efforts on organizational

performance can and should be measured4. Measurement and evaluation require both qualitative and

quantitative methods5. AVEs are not the value of communications6. Social media can and should be measured consistently with

other media channels7. Measurement and evaluation should be transparent, consistent

and validhttp://amecorg.com/how-the-barcelona-principles-have-been-updated/

Outtakes

Net Promoter Score

http://www.netpromoter.com/np/calculate.jsphttp://en.wikipedia.org/wiki/Net_Promoter

Outcomes

Impact

• ROI is just 1 metric• It may not even be the

most important metric!• It’s the best

measurement of impact we have though

What Does ROI Measure?

Remember, Nothing is …

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/

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“Secrets of Social Media Marketing” Chapter 15

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

SMART Goals–Specific –Measurable–Attainable–Results-Oriented–Time 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 replies2. Amplification Rate – How many people

share each post/update/tweet/etc.3. Applause Rate – How many people “like,”

“+1” or “favorite” each piece of content4. Economic Value – Sum of short- and long-

term revenue and cost savingshttp://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

Visualizing Early-Stage Conversions

Twitter

“Applause Rate”(Favorites, Likes)

Low Engagement

High EngagementMedium Activation

Lead Generation

High Activation

Share

“Amplification Rate”(Retweets)

Download

Opt In

Engage Activate

Medium Engagement

LinkedIn

Activation (Click)

“Engagement Rate”(Original Tweets

or Replies)

Bounce Lands on Slideshare/Blog Post/Website, Reads, No Follow-through

Low ActivationClicks to Read More on Site

Example Report

Example Report (Continued)

Homework Assignment #2


The following research areas, all which have been suggested by the U.S. Department of State as important topics, have been selected by your professor and the graduate students in our class:

– Humanitarianism – Civic Engagement– Islamic Culture– Rehabilitation– Migrant, Refugee and Immigrant

Issues– Social Issues: At-Risk or Underserved

Communities– Social Change Through the Arts– Border Security– Gang Violence

• Pick your top 3, in order, just like assignment #1

• Email ([email protected]) or tweet (@vanhoosear) me your preferences by end of day Wednesday

• I’ll drop the 1-2 least popular topics

• I’ll get you your assignment by Thursday at noon

mailto:[email protected])


• Recommend a specific marketing campaign that could help reduce the instances of extremism in the assigned area

• Answer this question: “How can a specific social media campaign focusing on your assigned area help reduce the spread of extremist views online?”

• Include as part of the introduction, the following:– A definition of your topic area– Identifying any inspirations you found for your campaign

• Write a two-page paper that defines:1. A high-level objective2. 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 Channel4. The Message5. The KPIs (for a little more on KPIs, visit http://www.refresher.com/alrpmkpi2011.html )

• Each section is worth 4 points• Due next Tuesday!

ORGANIZATIONAL FRAMEWORK

CM443 B1 Spring 2016 – Week 4

Kinds of Organizations• Government

– Steve Goldsmith’s Three Problems1. Responsiveness2. Efficacy3. Opacity

• Non-Profit– Most potential for real impact,

growth– Four key roles

1. Spokespeople2. Social media team3. Media relations team4. 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

Fresh Ground, Inc.

The old model, or one reason why PR is flawed

MegaphoneFlickr image uploaded by thivierr Shared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

The EarthTaken 7 December, 1972Apollo 17 missionCourtesy: NASA

http://www.flickr.com/photos/thivierr/

The Risk of Over-Organization

We’ll tackle how to overcome these silos in the Procedural Framework discussion

The Risk of Silos

TALKING HEAD SYNDROME

Social media practitioners fall victim to three key ailments. This is one of them…

• If your public presence is disconnected from your business and unable to satisfy the demands of your community, you’re probably suffering from…

Fresh Ground, Inc.

The RealityThe Social Organization

Fresh Ground, Inc.

The Social OrganizationThe Reality

Fresh Ground, Inc.

Fresh Ground, Inc.


Fresh Ground, Inc.

Fresh Ground, Inc.


Fresh Ground, Inc.

Fresh Ground, Inc.


Fresh Ground, Inc.

Fresh Ground, Inc.


Fresh Ground, Inc.


Fresh Ground, Inc.

Fresh Ground, Inc.


Fresh Ground, Inc.

Fresh Ground, Inc.


Fresh Ground, Inc.

The Social Organization

Fresh Ground, Inc.

A New Model

IdeateFlickr image uploaded by Caveman (Kickin' 66 with Pete Zarria)Shared under Creative CommonsAttribution-No Derivative Works 2.0 GenericLicense

ShareFlickr image uploaded by Ed YourdonShared under Creative CommonsAttribution-Share Alike 2.0 GenericLicense

ListenFlickr image uploaded by andronicusmaxShared under Creative CommonsAttribution 2.0 GenericLicense

ChangeFlickr image uploaded by adam*bShared under Creative CommonsAttribution 2.0 GenericLicense

http://www.flickr.com/photos/caveman_92223/

http://www.flickr.com/photos/yourdon/

http://www.flickr.com/photos/24258698@N04/

http://www.flickr.com/photos/atbartlett/

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/

Social Business Organization Models: Coordinated

Social Business Organization Models: Centralized

Social Business Organization Models: Dandelion Hub & Spoke

Social Business Organization Models: Honeycomb

So …

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-

throughSource: Social Media Marketing, Chapter 3

SELLING YOUR MARKETING PROGRAM


Some Basic Social Media Facts

Courtesy Moz.com

http://moz.com/beginners-guide-to-social-media

PDF: http://d2eeipcrcdle6.cloudfront.net/guides/beginners_guide_t

o_social_media.pdf

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

THE PHILOSOPHICAL FRAMEWORK


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.

118

“Ultimately social media is not about the tools, technology and whiz-

bang things. It’s about culture and culture change.”

- @ScottMonty

We Just• Talked About Old School vs New

School

The Cluetrain Manifesto

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

The New Clues

http://newclues.cluetrain.com/

The Four TsOrganizations 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/

Trust is Critical

In PR we Trust?• No, say journalists…

http://www.adweek.com/prnewser/pr-wins-the-digital-content-game-but-struggles-with-trust-and-disclosure-issues/114176

In PR we Trust?• No, say

consumers (assuming wecompare withadvertisers…)

http://www.gallup.com/poll/1654/honesty-ethics-professions.aspx

Ethics and PR“The practice of public relations is all

about earning credibility. Credibility, in turn, begins with telling the truth.

Public relations, then, must be based on ‘doing the right thing’ – in other

words, acting ethically.”(Seitel, 2007, p. 108)http://www.slideshare.net/oreshetn/ethics-in-pr-11310284

So Why Can’t We “PR” This?

• Because PR is not (just?) about spin• Because “PR” is not a verb• (Because we shouldn’t “verb” words

anyway)• Because of Ivy Lee and Eddie

Bernays• Because PR, if misused, can be very

dangerous

Ethics and PR• So, are we conveyors of the truth, or• Are we manipulators of the public mind?• What would Eddie Bernays say?

– “The instruments by which public opinion is organized and focused may be misused. But such organization and focusing are necessary to orderly life.” – Propaganda

– “The only way to combat … unethical methods, is for ethical members of the industry to use the weapon of propaganda in order to bring out the basic truths of the situation.” – Propaganda

• Where is the PR ethics battle being fought today…?– Traditional PR– New media

Edelman & the Environment

• 4 AUG 14: 10 global PR firms say they will not represent clients that deny man-made climate change or that seek to block emission-reducing regulations. Edelman not among them, says they “take on clients on a case-by-case basis.”

• 18 NOV 14: Edelman called out for supporting creation of “front groups” to support Canadian pipeline project.

• 7 JULY 15: Edelman loses 4 execs who led its corporate-responsibility practice, and 2 clients due to the “company’s unwillingness to take a strong stand on climate change.”

• 15 SEP 15: Edelman ends work with coal producers and climate change deniers, criticizes past practices of “greenwashing” and “fake front groups.”

http://www.theguardian.com/environment/2015/sep/15/edelman-ends-work-with-coal-and-climate-change-deniershttp://www.theguardian.com/environment/2014/aug/04/worlds-top-pr-companies-rule-out-working-with-climate-deniers

http://www.theguardian.com/environment/2014/nov/18/revealed-keystone-companys-pr-blitz-to-safeguard-its-backup-planhttp://www.theguardian.com/sustainable-business/2015/jul/07/pr-edelman-climate-change-lost-executives-clients

WikipediaFrom the Wikipedia “Paid editing (essay)” page:• Paid editing is not currently prohibited on Wikipedia. • The community has, to date, attempted twice to ban

the practice, with the outcome twice being no consensus.

• It has, however, been made by consensus that editors who are paid represent a clear conflict-of-interest and are strongly encouraged to state this on the Conflict of Interest Noticeboard what articles they are being paid to edit and declare whom they are working for before doing so.

• Failure to do so may result in disputes with established editors and the Wikipedia community.

• Depending on the situation's severity, an editor's privilege to edit Wikipedia may be subject to sanctions for both the editor and their client.

https://en.wikipedia.org/wiki/Wikipedia:Paid_editing_(essay)https://en.wikipedia.org/wiki/Wikipedia:Conflict_of_interest/Noticeboard

https://en.wikipedia.org/wiki/Wikipedia:Paid_editing_(essay)

https://en.wikipedia.org/wiki/Wikipedia:Conflict_of_interest/Noticeboard

Editing WikipediaSide #1: Ban PR People• Jimmy Wales

Side #2: Be ResponsibleThe Wikipedia Terms of Use “prohibit engaging in deceptive activities, including mis-representation of affiliation, impersonation, and fraud. As part of these obligations, you must disclose your employer, client, and affiliation with respect to any contribution for which you receive, or expect to receive, compensation.

You must make that disclosure in at least one of the following ways:

• a statement on your user page,• a statement on the talk page accompanying

any paid contributions, or• a statement in the edit summary

accompanying any paid contributions.

https://wikimediafoundation.org/wiki/Terms_of_Usehttp://www.examiner.com/article/ wikipedia-s-ketel-of-conflict-of-interest

A Framework for Ethical Decision Making

Recognize an Ethical Issue• Could this decision or situation be damaging to someone or

to some group? Does this decision involve a choice between a good and bad alternative, or perhaps between two "goods" or between two "bads"?

• Is this issue about more than what is legal or what is most efficient? If so, how?

Get the Facts• What are the relevant facts of the case? What facts are not

known? Can I learn more about the situation? Do I know enough to make a decision?

• What individuals and groups have an important stake in the outcome? Are some concerns more important? Why?

• What are the options for acting? Have all the relevant persons and groups been consulted? Have I identified creative options?

Evaluate Alternative Actions• Evaluate the options by asking the following questions:• Which option will produce the most good and do the least

harm? (The Utilitarian Approach)• Which option best respects the rights of all who have a

stake? (The Rights Approach)

• Which option treats people equally or proportionately? (The Justice Approach)

• Which option best serves the community as a whole, not just some members? (The Common Good Approach)

• Which option leads me to act as the sort of person I want to be? (The Virtue Approach)

Make a Decision and Test It• Considering all these approaches, which option best

addresses the situation? • If I told someone I respect-or told a television

audience-which option I have chosen, what would they say?

Act and Reflect on the Outcome• How can my decision be implemented with the

greatest care and attention to the concerns of all stakeholders?

• How did my decision turn out and what have I learned from this specific situation?

http://www.scu.edu/ethics/practicing/decision/framework.html#sthash.x62cpk8g.dpufhttp://www.huffingtonpost.com/jeremy-harris-lipschultz/the-ethics-of-social-media_b_7489280.html

This framework for thinking ethically is the product of dialogue and debate at the Markkula Center for Applied Ethics at Santa Clara University. Primary contributors include Manuel Velasquez, Dennis Moberg, Michael J. Meyer, Thomas Shanks, Margaret R. McLean, David DeCosse, Claire André, and Kirk O. Hanson. It was last revised in May 2009.

Code of Ethics (Now an App!)

http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/

Our Code of Ethics The PR code of ethics is as high-minded and detailed as any I’ve seen for the journalism world, but its idealism cannot mask the deep conflicts inherent in the profession. For example:

• We serve the public interest by acting as responsible advocates for those we represent.

• We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.

• We are faithful to those we represent, while honoring our obligation to serve the public interest.

But what happens when the interests of a client are in conflict with the interest of the public?

“

http://www.poynter.org/uncategorized/89208/the-mcclellan-case-when-loyalty-and-public-interest-collide/http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/

Where’s Your Loyalty?• To your client?• To your agency?• To yourself?• To the media?• To your community?• To the general public?

5 Deadly Sins of Social Media

1. Unreported endorsements2. Improper anonymity3. Compromising consumer privacy4. Overly enthusiastic employees5. Using online community to get free

workhttp://www.forbes.com/sites/davidvinjamuri/2011/11/03/ethics-and-the-5-deadly-sins-of-social-media/

PR, Social Media & the Law

• Your social media policy is critical– Clearly define what can and cannot be said

• Understand the Big 51. The SEC, which governs publicly traded companies, has RegFD, which describes the rules

of “fair disclosure” to democratize information dissemination and prevent insider trading• Predisclosed social media channels can be considered fair disclosure• Additional requirements imposed on financial services firms and advisors

2. The FTC, which regulates all businesses in the US, has updated its Dot Com Disclosures governing ads and sponsored content

• If you got paid to post it, you must disclose that fact in the post itself3. The FCC, which governs telecommunications in the US, has its Net Neutrality rules as well,

mostly regulating content dissemination and prioritization4. The NLRB, which enforces the National Labor Relations Act, monitors employers’ responses

to employee actions online. It watches out for organizations’ social media policies and policy enforcement, particularly when the policy or enforcement could be viewed as directly or indirectly chilling employees’ free speech rights to discuss wages, working conditions, etc.

5. The FDA, which governs, rather strictly, the marketing of food products and drugs to Americans.http://www.wsandco.com/about-us/news-and-events/blogs/do-blog/regulation-fd-social

http://marketingland.com/ftc-puts-social-media-marketers-on-notice-with-updated-disclosure-guidelines-132017http://www.socialmediatoday.com/technology-data/sarah-snow/2015-06-12/new-fcc-net-neutrality-rules-go-effect-today-despite-lawsuits

http://www.poynter.org/news/media-innovation/217139/how-to-create-effective-social-media-guidelines/

http://www.wsandco.com/about-us/news-and-events/blogs/do-blog/regulation-fd-social

http://marketingland.com/ftc-puts-social-media-marketers-on-notice-with-updated-disclosure-guidelines-132017

http://marketingland.com/ftc-puts-social-media-marketers-on-notice-with-updated-disclosure-guidelines-132017

http://www.socialmediatoday.com/technology-data/sarah-snow/2015-06-12/new-fcc-net-neutrality-rules-go-effect-today-despite-lawsuits

PR, Social Media & the Law

• A good social media policy isn’t enough!• Get your legal team on board early to scope out

content areas that1. Don’t need review2. Will require managerial review3. Will require legal review4. Cannot be addressed via social channels

• Build a library before beginning• Have a decision tree / response protocol in place

before beginning

THE FUNCTIONAL PERSPECTIVE


The Five Functions of Social Marketing

1. Listen2. Analyze3. Engage4. Influence5. 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

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.

The Groundswell LadderThe Psychographic / Personal Side of Social Media:

(How People Use Social Media) 2011

http://forrester.typepad.com/groundswell/2012/01/the-global-social-takeover.html

THE PROCEDURAL FRAMEWORK


The Basic QuestionsHow do we start?

http://www.flickr.com/photos/npobre/2601582256/

The Basic QuestionsWhere are we going?

http://www.flickr.com/photos/tunruh/233316674/

The Basic QuestionsHow do we know when we get there?

http://www.flickr.com/photos/chokola/1229450683/

More Fundamental QuestionsIS 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)

Five Stages of Tech Adoption

The Marketer’s Arrow

Awareness

Knowledge Interest Intent Action Repeat

The Sales Funnel

The Integrated Approach

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

Integrated, Client-Focused Marketing

SERVICE & RETENTIONAWARENESS CONNECTION & ENGAGEMENT

DELIGHTATTRACT CONVERT CLOSE

PR

Display Advertising

Paid Search

Word of MouthSocial Ads

SEO

Product Site

DISCOVERY CONSIDERATION PURCHASE EVALUATION

Reviews

Event Promotion

eMail

Blog

Social

Webinars

eMail Campaigns

Marketing CollateralSymposiums

Onboarding

PRCPortfolio Analytics

Sponsorships

Surveys

Community

ClientsVisitorsStrangers Prospects AdvocatesPrint Advertising

CONSUMPTION SALESSHARING LEADS SATISFACTION

eNewsletters

EventsDPC Site

Cautious Curious Engaged Convinced Satisfied

METRICS

COMMUNICATION METHODS

OBJECTIVES

Mapping Conversion Flow

Twitter/LinkedInRe-Tweet/Like/Share/Subscribe

Intermediary Content Opt In

Landing Pages/Blog

Download Content

Level of Engagement

Engage Activate

Read More

The 2/3 Step Process

Twitter

“Applause Rate”(Favorites, Likes)

Low Engagement

High EngagementMedium Activation

Lead Generation

High Activation

Share

“Amplification Rate”(Retweets)

Download

Opt In

Engage Activate

Medium Engagement

LinkedIn

Activation (Click)

“Engagement Rate”(Original Tweets

or Replies)

Bounce Lands on Slideshare/Blog Post/Website, Reads, No Follow-through

Low ActivationClicks to Read More on Site

The “New Marketing” Funnel

Content Marketing Maturity Model

1. Stasis2. Production3. Utility4. Storytelling5. Monetization

http://www.toprankblog.com/2014/02/content-marketing-maturity-model/

The McKinsey MatrixSocial media enables targeted marketing responses

at individual touch points along the consumer decision journey.

http://www.mckinseyquarterly.com/Demystifying_social_media_2958

AMEC’s Matrix

http://amecorg.com/downloads/resource/ValidMetricsFramework7June2011PrintVersion.pdf

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 perceived, directly or indirectly, by the employees.

A Framework for Your Social Strategy

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


http://www.flickr.com/photos/squirmelia/5968201800/

* Did You

?

Tools Didn’t Come First…

Needs Come First

My Favorite Tech Model

http://techcrunch.com/2015/04/07/modeling-mediums-of-communication/

The Risk of Embracing TechSocial media practitioners fall victim to three key ailments. This is the third 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/2010/08/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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