NRECA Social Media Boot Camp

Kansas City

EricSchwartzman

May 10 2010

2

bullNew Media Strategy Clients

bullNew Media Training Clients

bullNew Media Communications Clients

My Background and Experience

3

Social Media Podcast

wwwontherecordpodcastcom

4

Housekeeping

bull Introductory immersion

bull New vocabulary

bull Agenda

bull Slide numbers

bull Digital handouts

5

Times Are Changing

6

Mayor Jerry Brown

Britney Spears

News Media Addict

Star Wars 30th Anniversary

Pussycat Dolls

Academy Awards

7

Official Company Message

Data Points

Overarching Message

Supporting Messages

8

Media Training Official Company Spokespersons

9

Plenty of Options

Public Affairs

CustomerRelations

Investor Relations

Labor Relations

Community Relations

Industry Relations

Media Relations

Analyst Relations

Official Communications

10

Media Relations

Mass Media Addict

Television Magazines

Radio

Newspapers

11

Press Jet Junkie

12

Controlled Communications

13

Conforming to News Cycles

Photo by Olivander

14

Scoring Ink

15

Illusion of Control

16

Evolution of Media

17

Web Gave Life to New Media

Email

SEO

Websites

18

Web Surpasses Mainstream Media Channels

Source Pew Internet

19

White Light Experience

20

Control through Stridence

21

Official Outbound Communications

22

Web Gets Social

Microblogging

Email

SEO

BlogsPodcastsContent Social

Networks

Websites

Pure SocialNetworks

Monitoring

23

Balance of Power Shifted

24

New Trustworthies

Source 2009 Edelman Trust Barometer

25

Web Got Easy

26

Photo by Spackletoe

Web Got Convenient

bull Contentrsquos claim to the crown

bull User experience shapes reputation

bull Should be self-service

bull Flash PDFs UI navigation

bull Ease of use drives adoption

Evolution of Customer Experience

Usability Expert Jakob Nielsen on User Experience and Reputation

27

How Will You Get Through the Filter

Source Sit or Squat

search reviewfilter share

28

Good Ideas Arenrsquot Enough

User Ratings on Comments

Social Search

29

Online Conversations

30

Rep

utatio

n

Mainstream News Media

Conversations Shape Reputation

Source Shel Holtz

31

MSM Becomes the Second Draft

32

Press Releases vs Blogs

33

Unofficial Spokesperson Challenges War Policy

34

Customer as Unofficial Spokesperson

35

Customer Service Rep as Unofficial Spokesperson

36

Unintended Consequences

37

Retention Training Manual Leaked

38

What You Say vs What You Do

Whopper Big Mac SubwaySource This Piggy Blog

39

Business Case for Engagement

Whopper Big Mac Subway

40

Citizen Journalism Triangulating Truth

41

90 Million Unofficial Spokespersons

Source Twitpic

42

For Immediate Discovery

Transparency expectations

Patience thresholds

Listen

Anticipate

Respond

Photo by Juandazeng

43

Source New York Times with ABC Data

MSM Becoming Economically Unsustainable

44

Anticipating Unofficial Spokespersons

Photo by Leo Reynolds

Brian Stauffer

45

Color Coded by Size

Outage Street Level Detail

Media is More than Static Content

46

Conversations are Media Too

Source 2009 Edelman Trust Barometer

47

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

48

Morning Break

49

Search Engine Optimization

50

Size of Search

3 billion ndash Daily Google searches processed 230 million ndash American with Net access 93 -- Americans with high-speed access 228 million ndash Americans with mobile phones 16 billion ndash Worldwide online population

Source Googled by Ken Auletta

51

Secret Formula

52

Objective of SEO

By SEO-PR

53

Optimization vs Marketing

SEM

SEO

54

First Rule of Search Engine Optimization

55

Get Other Sites to Links to You

56

Case Study Organic Blog Optimization

57

Case Study Inbound Links

58

Case Study Tracking Inbounds

59

Case Study Search Results

60

Case Fewer Inbounds Higher Rank

61

Case Study Evaluating Inbounds

62

Four Steps to Measuring Blogger Influence

Source Coca-Cola Conversation

63

Step 1 Inbound Links

Source Yahoo Site Explorer

64

Step 2 Site Rank

Source Alexa

65

Step 3 Conversation Starters

Source Blogpulse Conversation Tracker

66

Step 4 Traffic

67

Writing for Search

68

Writing for Search

Wit irony humor and style

Clever titles and headlines

Search engine technologists vs marketing experts

AP ndash Headlines 40 characters or less

For People For Search

Section ―Real Estate Section ―Homes

Section ―Scene Section ―Lifestyle

Section ―Taste Section ―Food

Headline ―Unsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDS

Headline ―Zuma testimony sparks HIV fear

Headline ―Tulsa star The life and career of much-loved 1960rsquos singer

Headline ―Obituary Gene Pitney

Headline ―Itrsquos Chemistry Over Pedigree as Gators Roll to First Title

Headline ―Gators Cap Run with First Title

69

Keyword Discovery with Google Search Tools

70

Keyword Discovery with Google Wonder Wheel

71

Search Volume with Google Trends

72

Quantity vs Quality Conversion Probability

73

Embracing Popular Language

74

Intro to Meta Data

75

Intro to Meta Data

76

Intro to Meta Data

77

Finding Meta Data View gt Source

78

Meta Data Title Tags

1 Title Tag in Web Page HTML (View gt Source in a Browser)

2 Title Tag in Browser Title Bar

3 Title Tag in Search Results

79

Meta Data Title Tags

1 Title Tag in Web Page HTML (View gt Source in a Browser)

2 Title Tag in Browser Title Bar

3 Title Tag in Search Results

80

Meta Data No Title Tags

81

Meta Data Meta Page Descriptions

1 Meta Description in Web Page HTML (View gt Source in a Browser)

2 Meta Page Description in Search Results

82

Are Meta Descriptions Important

Source Eyetrack 3

83

Spying through Meta Keywords

84

Finding Hashtags with Keywords

Keyword surfaces Hashtag

85

Findings Communities with Keywords

86

Finding Influencers with Keywords

Sort by view count to identify most popular content

Use ldquoquotesrdquo for an exact phrase match

Mapping YouTubersquosldquoEarly Childhood Educationrdquo community

87

Finding Professionals with Keywords

88

Joining Existing Communities

89

Networking with Colleauges

90

SEO Case Study

91

Lunch

92

Anatomy of the Blog Blogs and Blog Posts

BlogHomepage

Blog Post

Blog Post

Blog Post

Homepage

Author Date

93

Anatomy of the Blog Permalinks

Permalink

94

Anatomy of the Blog Feeds Site and Social Search

Blog Search

Social Search

Top Rated

RSS Feed

95

Anatomy of the Blog Hyperlinks

Hyperlink

Hyperlink

Hyperlink

96

Anatomy of the Blog Comments

97

Anatomy of the Blog Comment Moderation

Consider adding information about turn around time

98

Anatomy of the Blog Comment Moderation

Consider adding moderation policy hyperlink

99

Anatomy of the Blog Blog Rolls

Blog Roll

Blog Roll

Community Mapping Opportunity

100

Open Tag - lt gtClose Tag - lt gt

Anatomy of the Blog RSS

101

New Media Monitoring

Leveraging RSS

1 Web-based readers

2 Desktop-based readers

3 Email clients

102

Live Demo Using Google Reader

103

Cory Doctorowrsquos Blogger Relations Tips

bull Have a link

bull Have a permanent link

bull Have a link for everything

bull Avoid flash sites

bull Avoid PDFs

bull Make video downloadable and streamable

bull Put your URL on your images

bull Linking policies are ridiculous

bull Specify credit and usage rights

bull Send suggestions by the preferred means

104

Chose Your Congregation Wisely

Inspired by ―Twitterville ndash Pg 51

Invest time looking for fence sitters who express themselves in social media --doubters who might be turned into believers through conversation

by Beth Rankin by Glen Kirk by lilrsquobear

105

Blogger Relations to Drive Media Relations

bull Top 100 blogs

bull Hyperlocal blogs

bull Corporate blogs

106

Case Study Top 100 Blog

107

Case Study Corporate Blogs

Source Monsanto Blog

108

Unfiltered Conversation

109

Replacing Message Maps with Sneeze Posts

Source Monsanto Blog

110

Astroturfing

111

Case Study Blog Storm

112

Case Study Blog Storm

113

Case Study Blog Storm

Lessons Learned

bull Acknowledge immediately on website or blog

bull Identify influential bloggers in advance

bull Cultivate an inner circle of influential bloggers

114

New Media Notifications

115

Whatrsquos a Podcast

Types of PodcastsbullRepurposed Electronic MediabullPrint MSM ExtensionsbullOriginally Produced

116

Podcasts are Deep but Slow

Wave3 Universal McCann Study 2008 [PDF]

117

Finding Podcasts through Show Notes

118

iTunes as a Podcatcher

Finding podcasts in iTunes

Submitting podcasts

119

Distributing Through iTunes

120

Podcast in iTunes

121

Podcast Production

122

Podcast Production

123

Podcast Production

124

Should you podcast

Selecting the subject matter

Finding your voice view

Intros and outros

Music options Podsafe amp APM view

Search engine optimization view

Show notes view

A word on copyright view

Development and Production

125

ID3 Tagging

126

RSS enabling podcasts

Blogging podcasts

Promoting RSS feeds

Measuring your impact

Putting podcasts in perspective

Audio amp Video Syndication

127

Afternoon Break

128

Intro to Micro Blogging

Source Current TV

129

Twitter as a News Source

Source Examinercom

130

Tweet as SOS

131

― s smallness allowed more posts to go up more frequently Likewise it was faster and easier for people to respond and thus the conversation moved faster and very often went further on Twitter than it did on standard blogs

Twitter Value Proposition

Excerpted from Twitterville by Shel Israel

132

No Other Media Does This

TwitPic of Missing Girl

Trending Topic Selected

ReTweet Volume Over Time

Trending Topics Daily

Trending Keywords

133

Or this

134

Anatomy of Twitter

Since the last browser refresh

Number of unused characters

The Tweets of everyone Irsquom following

Tweet Field

135

Anatomy of Twitter replies ReTweets amp Trends

My reply in full view of others

Where to find your replies

Tweet directed to me in full view of

others

Most popular terms on Twitter right now

Distribute this Tweet to my followers

136

Anatomy of Twitter Direct Messages or DMs

Where I find my DMs

Private conversation between me and Steve

To minimize spam I can only DM

someone following me

137

Anatomy of Twitter Favorites

Tweets Irsquove Favorited

Where my Favorites are

138

Popular Twitter Apps Bitly Link Shortener

139

SearchTwittercom

Geography

Where to find your settings

140

Results are a Real Time Focus Group

bull Larger sample sizebull Nonstop feedbackbull Always up to datebull No margin of error

141

Assessing Who to Follow

User Attracts Follower by Following

142

Assessing Who to Follow

Check for replies

Ratio Indicates High Degree of Influence

143

Twitter Value Proposition

finds whatrsquos already happened

finds whatrsquos happening now

144

Why Twitter Matters to You

145

It Only Takes Onehellip

146

Sacramento News Has Influential Followers

147

Social Networking

Image by Luc Legay

148

Global Social Networking by Brand

Source Vincorsquos Blog

149

Global Social Networking Usage

150

Common Features of Social Networks

bull Activity Streams

Status Updates Comments Ratings and Tweets

Syndication

bull Profiles

Personal vs professional

Profiles pics

bull Connections

Friends followers contacts

Community mapping

151

US Social Networking by Brand

bullFacebook 78bullMySpace 42bullLinkedin 17bullTwitter 10

Source httpwwwconsumerinternetbarometerus

152

How Facebook Beat MySpace Newsfeed

153

How Facebook Beat MySpace Apps

154

B2C Case Study Nestle Feels the Streisand Effect

155

Social Networking MySpace

Back End Front End

156

Social Networking Linked In

157

Social Networking Linked In Groups

158

Social Networking Object-Oriented

159

Social Networking Case Study SAP

About the SAP Community Network

160

Value of Social Networking to Individuals

ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting

bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot interesting because it seems like blather Follow it for a day though and it begins to feel like a short story follow it for a month and itrsquos a novel

bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world

bull―If anything itrsquos identity-constraining now Tufekci told me ―You canrsquot play with your identity if your audience is always checking up on you

161

Value of Social Networks to Organizations

bull Promote peer to peer communications

bull Conduct edgework

bull Improve performance

bull Educate customers partners and employees

bull Shorten time to market

bull Respond faster to change

bull Lower COGS

162

Social Networking Strategic Decisions

bull Edgework

Tap influencers

Internal vs External Influencers

Diversity

bull Public vs Private

Is the topic of discussion a differentiator

Could exclusivity help with your edgework

Will the discussion be forward looking

Will the discussion involve regulatory matters

163

Social Networking Strategic Decisions (contrsquod)

bull Policy Guidelines

Practical and reasonable

Specificity tailored to sophistication of members

bull Branded vs Unbranded

Addressable market and potential community size

Cost staffing legal and process

Working through associations or industry consortiums

164

What Makes a Good Community Manager

bull Knowledgeablebull Positivebull Supportivebull Tolerant

165

Strategic Recap PSNH Case Study

166

Strategic Recap Process Overview

Organizational Communications

Online NewsroomTwitter YouTube amp Flickr

News Media CustomersCustomer

Service

167

CorporateWebsite

Websites

Flickr

SEO

YouTube

Twitter

Linkedin

FacebookEmail

Visualization

Strategic Recap Internal vs External Platforms

New Media

Social Media

SocialInformational Transactional

PolicyResourcesRegulations Best Practices

Objectives

168

Coordinates

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons

Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30