chicago social media training oct 2009
DESCRIPTION
This is the day one deck from the New Media and Social Media Boot Camp I taught in Chicago for PRSA.TRANSCRIPT
New Media and Social Media Boot Camp
Instructor: @EricSchwartzman
Chicago, Oct. 15, 2009
Day OneDay One
Housekeeping
• Breaks and Lunch
• Cell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
I’m @ericschwartzman• I’m @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
• Spam Email Account
2
• Spam Email Account
• Web Browsers
News Media Addict
Britney Spears
Pussycat DollsAcademy Awards
3
Mayor Jerry Brown
Star Wars 30th Anniversary
Message Map
Overarching Message
Supporting Messages
Data Points
4
Mainstream Media Training
5
Plenty of Options
Media Relations
CustomerRelations
Investor Relations
Public Affairs Labor RelationsPublic Relations
Community Relations
Industry Relations RelationsRelations
Analyst Relations
6
Mass Media Addict
Newspapers
Media RelationsTelevision Magazines
Radio
7
Junket Junkie
8
Controlled Communications
9
Conforming to News Cycles
10
Photo by Olivander
News Break Strategy
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
11
Scoring Ink
12
Illusion of Control
13
White Light Experience
14
Evolution of Media
15
Web Gave Life to New Media
Websites
SEO
16
New Media as Mass Media
Photo by Adulau
17
Control through Stridence
18
Email Blasts
19
Journalists Relying on Company Websites
20
Source: PR Week
New Media Driving Purchasing Decisions
112
3
21
Source: Universal McCann
Page Rank is the New PR
22
Social Web Arrives
Websites
EmailMonitoring
Microblogging SEO
Blogs/PodcastsContent SocialN t k Blogs/PodcastsNetworks
Pure SocialNetworks
23
Networks
Web Gets Easy
24
Convenience Communications
• Content’s claim to the crown
User experience and reputation• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use Drives Adoption Photo by Spackletoe
• Ease of Use Drives Adoption
25
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
Convenience Online
search reviewfilter share
26
Source: Sit or Squat
User Experience is Conversation
Social Search
User Ratings on Comments
27
What You Say vs. What You Do
28Whopper Big Mac SubwaySource: This Piggy Blog
Higher Power: Social Antibodies
29Whopper Big Mac Subway
Citizen Journalism: Triangulating Truth
30
No Secrets
31
90 Million Photo Journalists
32
Source: Twitpic
For Immediate Discovery
• Patience thresholds
• Anticipate
• Respond
Photo by Juandazeng
33
Web Surpasses Mainstream Media Channels
34
Source: Pew Internet
Analog Dollars to Digital Pennies
35Source: Newspaper Association of America
Discoverability and Amplification
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
36
Networks
Social Media
Social Media Identity Theft
37Source: namechk
Conversations are Media
38Source: 2009 Edelman Trust Barometer
Times Are Changing
39
Crowd Sourcing Conferences
40
Open Government
41Source: US Federal Government
Democratizing Policy
42
Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
43
New Influencers Are Not a Demographic
44
Photo by Periodico LaDemocaracia
Rethink the Photo Opp
45
Photo by Leo Reynolds
Brian Stauffer
Conversations are Intimate
46
Source: Universal McCann
Edgework
47
Source: Cobalt123
New Media Train Everyone
48
Everyone Needs Guidance
People ProcessPolicy Technologyp y
49
Celebrated Social Media Policy
50
Policy ElementsTransparency of
Public Information
RespectfulnessPenalties
PrivacyIT Policy
Social Media Policy ConfidentialityLegal Matters y ConfidentialityLegal Matters
DiplomacyCrisis Considerations
51
DisclaimersConflict Resolution
Conversations Shape Reputation R
ep
utta
tion
52Mainstream News Media
Source: Shel Holtz
Truth for Some People
53
News is Frequent Updating
54
Provide Social Media Training
55
Source: 2009 Digital Readiness Report
Your Cirriculum
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
56
Networks
Social Media
Morning Break
57
Guiding Principles
58
Play Nice
59
Pseudo-Anonymity
60
Democratize
61
Conversations have Demographics
Generation Gap
62
Source: Forrester Research
Filling Your Own News Hole
63
Transparency and Authenticity
64
Customer Service Rep as Spokesperson
65
Unintended Consequences
66
Retention Training Manual Leaked
67
Getting through the Filter
68
Revolution Rant
69
RevolutionaryAristocratEisner Lassiter
Share My Experience
70Source: On the Record…Online Podcast
Channel Map
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
71
Networks
Social Media
Websites and Online Newsrooms
72
Or This:
73
Resistance is Futile
74
Control vs. Credibility
75
End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderJohn Gilmore, Co FounderElectronic Freedom Foundation
76
Website is the Center Point
77
Organizing Your Web Presence First
1 Y b it i th t dibl1. Your website is the most crediblesource of information online about your organizationyour organization.
2. A press release distributed on a paid newswire service is the second most credible source of information online about your organization.
According to a survey [PDF] of 1200 journalists by PR Newswire and PR Week.
78
Making Online News Scanable
79
Online Newsroomsy T
op
icy T
op
ic
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
ain
Nav
by
ain
Nav
by
Site SearchSite Search
Press InfoPress Info
Ma
Ma
av
for
dia
av
for
dia
SubscriptionsSubscriptions
Secondary E h iSecondary E h i
Su
b N
aM
ed
Su
b N
aM
ed
Lead Story with Lead Story with cscs
EmphasisEmphasis
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
HeadlineHeadlineHo
t To
pic
Ho
t To
pic
80
Logical PathLogical Path
Thumbnails in IndexThumbnails in Index
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
Subscription Kiosks
Subscription Kiosk with RSS,
Subscription Kiosk with RSS, Email and Sharing
Email and Sharing
The Subscription Kiosk should be used as a function element on every page within the online newsroom
81
online newsroom.
Subscription Kiosks ‐ RSS
Cli k bCli k bClickable RSS Text and Icon
Clickable RSS Text and Icon
Step One – Visitor clicks the RSS text or icon.
82
Subscription Kiosks – Custom Feeds
Help ScreenHelp Screen
Category Category
Sub Category Feed
Sub Category Feed
ry Feedry Feed
Sub Category Feed
Sub Category Feed
83
Generates Custom RSS Feed
Generates Custom RSS Feed
Subscription Kiosks – One‐Click Import
Close OptionClose Option
One Click Subscription to Google Reader or iGoogle
One Click Subscription to Google Reader or iGoogle
Close OptionClose Option
Subscribe via Internet Explorer or Firefox
Subscribe via Internet Explorer or Firefox
View Raw RSS FeedView Raw RSS Feed
84
Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw
Subscription Kiosks – Email Alerts
Cli k blCli k blClickable Alerts Text and Icon
Clickable Alerts Text and Icon
Step One – Visitor clicks the Alerts text or icon.
85
Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber Subscriber Subscriber enters email address
Subscriber enters email address
CAPTCHA Code function with audio accessibility for
CAPTCHA Code function with audio accessibility for yvisually impaired visitors
yvisually impaired visitors
Confirmation Confirmation
86
Confirmation messageConfirmation message
Subscription Kiosks – Email Authentication Links
E il E il Email Sent from Online Newsroo
Email Sent from Online Newsroo
Unique URLUnique URL
m Domainm Domain
Step Three– Visitor clicks on an unique hyperlink sent to the registered email dd f th ’ d i
87
address from the newsroom’s domain.
Subscription Kiosks – Email Category and Sub Categories
88
Subscription Kiosks ‐ Sharing
Cli k bl Cli k bl Clickable Share Text and Icon
Clickable Share Text and Icon
S O Vi i Step One – Visitor clicks the Share text or icon.
89
Subscription Kiosks – Sharing via Social Networks
Clickable Share Clickable Share Clickable Share Text and IconClickable Share Text and Icon
Forward via EmailForward via Email
Format to PrintFormat to Print
Page Title, Website, Category, Publisher (Specific to General)
Page Title, Website, Category, Publisher (Specific to General)(Specific to General)(Specific to General)
PermalinkPermalink
90
Facebook CAPTCHAFacebook CAPTCHA
PermalinkPermalink
Subscription Kiosks – Sharing via Email
Optional Comments FieldOptional Comments Field
Recipient’s EmailRecipient’s Email
CAPTCHACAPTCHA
91
User CommentUser Comment
Page TitlePage Title URLURL
Experts Database
Expert Database Search ResultsExpert Database Search Results Expert Detail PageExpert Detail Page
S t B O tiS t B O ti
Paginated ResultsPaginated Results
Sort By OptionSort By Option
Searches “Area of Expertise” field (manually entered)
Searches “Area of Expertise” field (manually entered)
Thumbnail ImageThumbnail Image
Newsroom LinksNewsroom Links
92
Data Visualization Resource
93
Data Visualization Resource
94
Data Visualization - Embed Codes
95
Data Visualization - Beach Report Card
96
Gov 2.0 – IT Dashboard
97Source: US Federal Government
Gov 2.0 – Government as a Platform
98
Gov 2.0 - Impact of Public DiplomacyCairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama Peak Freedom Peak
99
Entergy Storm Center Maps Power Outages
Color Color Coded by SizeCoded by Size
Outage Street Level Detail
Outage Street Level Detail
100
Crisis Communications Template
Standard HomepageStandard
HomepageBlack Box HomepageBlack Box Homepage
Black Black BoxBox
Background Image
Background Image
No Background Image
No Background Image
Crisis FooterCrisis Footer
Standard FooterStandard Footer
101
Online Crisis Communications – Demand Spike
102
Domain Links Build Credibility
103
Source: Toyota Online Newsroom
Participatory PR
104
Go Where the People Are
105
Inviting them to your Domain to Socialize
106
Aligning with Back Channels
107
Debunking Misinformation
108
Lunch
109
110Source: Universal McCann
Links vs. Attachments
111
Resource: Sending Large Files
112
Email Risks
113
Email Risks: Blogger Fights Back
114
unique visitor to lifehacker.com
Email Risks: Blogger Fights Back
115
Reverse Engineering Media Contact Lists
116
Media Contact Lists by Region
117
Jedi List Synchronization
a. Media Lists
b Outlook Exportsb. Outlook Exports
c. Opt ins
d. Professional contactsd. Professional contacts
118
Direct Communications: Coping with Attention Deficits
119
Email Newsletter Campaign Elements
1. Content Strategygy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6 M t/R ti6. Measurement/Reporting
120
Anatomy of the Blog
Source: Dickson Fong
121
Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Homepage
Blog PostAuthor/ Date
Blog Postg
Blog Post
122
Anatomy of the Blog: Permalinks
Permalink
123
Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
124
Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
125
Anatomy of the Blog: Comments
126
Anatomy of the Blog: Comment Moderation
Consider adding information babout turn
around time
127
Anatomy of the Blog: Comment Moderation
Consider adding moderation policy hyperlinkhyperlink
128
Anatomy of the Blog: Moderation Challenges
129
Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
130
Anatomy of the Blog: Widgets
WidgetWidget
Widget
idWidget
131
Credibility of Domain
132
Source: UCLA Online Newsroom
Astroturfing
133
Anatomy of the Blog: RSS
Open Tag - < >Close Tag - </ >
134
New Media Monitoring
Leveraging RSS:
1 Web based readers1. Web-based readers
2. Desktop-based readers
3. Email clients
135
Live Demo: Using Google Reader
136
New Media Notifications
137
Afternoon Break
138
Blogger Relations
139
Collective Intelligence?
140
Submit your attention
141
Participate
142
Courtship matters
143
You can’t buy passion
144
Set the record straight
145
Blogger Relations Etiquette
• Listen firstListen first
• Participate, don’t control
• Be of service
• Be modest
• Be authentic
• Be transparent
146
Case Study: Rock-Ola
147
Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogsCorporate blogs
148
Cory Doctorow’s Blogger Relations Tips
• Have a link
• Have a permanent linkHave a permanent link
• Have a link for everything
• Avoid flash sites• Avoid flash sites
• Avoid PDFs
• Make video downloadable and streamable• Make video downloadable and streamable
• Put your URL on your images
Li ki li i idi l• Linking policies are ridiculous
• Specify credit and usage rights
149
• Send suggestions by the preferred means
Online Reputation Management
150
Blog Crisis: Case Study
151
Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
l l f fl l bl• Cultivate an inner circle of influential bloggers
152
Corporate Blogs
153Source: Monsanto Blog
Unfiltered Conversation
154
Messaging through Sneeze Posts
155
Source: Monsanto Blog
Intro to Micro Blogging
S C t TV
156
Source: Current TV
Twitter as a News Source
157Source: Examiner.com
Anatomy of a Microblog
External Communications
Media Relations
158
Anatomy of a Twitter Client: TweetDeck
159
Crowd Sourcing Customer Service on Twitter
160
Anatomy of a Twitter: TweetChat
161
Hashtags.org
162
Anatomy of the Blog: TwitterFeed
163
Tracking Twitter Favorites
164
Tracking Tweets by Geography
165
Twitter Case Studies
166
Social Media for Parents
167
Social Media Training for Dads
168
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]
schwartzmanpr.com Website
ontherecordpodcast.com Podcastp
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook/
Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
169
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0