whys and why nots of social media
Post on 29-Nov-2014
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CASE District I — 29 January 2010
Why Social
The&Whys nots
Media
Speakers
© Sametz Blackstone Associates
Tamsen S. McMahon— Sametz Blackstone Associates— Director of Digital and Strategic Initiatives— tamsen@sametz.com—@tamadear
Gene Begin— Babson College — Marketing Director, Undergraduate School— gbegin@babson.edu— @gbegin
<session>
Whysocial media
If Facebook were a country, it would be the world’s third largest.
…and be only five years old.
Social networking is more popular than email.
© Sametz Blackstone Associates
Mashable.com
Social networking is more popular than email. And porn.
© Sametz Blackstone Associates
TIME Magazine
Whynot
It’suncontrollable!
It’sunexpected!
It’sunsustainable!
structures
The doughnut
Adaptation of J. Owyang concept
Why/Whynot
The tower
© Sametz Blackstone Associates
Adaptation of J. Owyang concept
Why/Whynot
The solar system
© Sametz Blackstone Associates
Adaptation of J. Owyang concept
Why/Whynot
policies
No policy
21© Sametz Blackstone Associates
Why/Whynot
“No!” policy
23© Sametz Blackstone Associates
Why/Whynot
Spokesmodel
25© Sametz Blackstone Associates
Why/Whynot
27© Sametz Blackstone Associates
A-team
28© Sametz Blackstone Associates
Why/Whynot
The train (all aboard!)
30© Sametz Blackstone Associates
Why/Whynot
strategies
Four profile strategies
© Sametz Blackstone Associates
Personal content / behavior
Organizational content / behavior
100 % organization
100 % organization
20 % personal
80 % organization
40 % personal
60 % organization
20 % organization
80 % personal
20 % organization
80 % personal
100 % personal
How to figure out what’s best?
We take a scientific approach…
the method
0 Define the question
1 Observe
2 Investigate
3 Hypothesize
4 Experiment
5 Analyze
6 Retest
Odefine the question
What’s the best use of social media in my organization?
© Sametz Blackstone Associates
1observe
Grow bigger ears – and eyes.
Paraphrase of Chris Brogan
2investigate
ScopeAudiencesContent ResourcesOutcomesMeasurement
Scope
Audiences
Audiences
Resonance & Dissonance
Content
© Sametz Blackstone Associates
Resources
Outcomes
© Sametz Blackstone Associates
Measurement
3hypothesize
For {scope}, {content} from {sources}, used across {tools}, will produce {measured} {results} with {audiences}.
© Sametz Blackstone Associates
4experiment
Observation ≠ participation.
You have to do it.
© Sametz Blackstone Associates
5analyze
Numbers Sentiment Actions
6retest
It takes practice.
Why/Whynot
</session>
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