social media boot camp 20091107c
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TRANSCRIPT
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Social Media Boot Camp
2009 PRSA International Conference
Instructor: @EricSchwartzman
San Diego :: Nov. 7, 2009
One Day Workshop
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
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Housekeeping
• Breaks and Lunch
• Cell PhonesCell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
• ID is @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
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My Background and Experience
New Media Strategy Clients:•New Media Strategy Clients:
•New Media Training Clients:
•Online Communications Clients:
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News Media Addict
Britney Spears
Pussycat DollsAcademy Awards
4
Mayor Jerry Brown
Star Wars 30th Anniversary
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Message Map
Overarching Message
Supporting Messages
Data Points
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Mainstream Media Training
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Plenty of Options
Media Relations
CustomerRelations
Investor Relations
Public Affairs Labor RelationsPublic Relations
Community Relations
Industry Relations RelationsRelations
Analyst Relations
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Mass Media Addict
Newspapers
Media RelationsTelevision Magazines
Radio
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Junket Junkie
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Controlled Communications
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Conforming to News Cycles
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Photo by Olivander
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Scoring Ink
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White Light Experience
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Web Gave Life to New Media
Websites
SEO
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Search and Reputation
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3
15
Source: Universal McCann
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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
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Logical PathLogical Path
Thumbnails in IndexThumbnails in Index
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
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17Source: Universal McCann
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Page Rank is the New PR
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Discoverability and Amplification
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
19
Networks
Social Media
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Tech Got Easy
• Content’s claim to the crown
• User experience and reputation
• Ease of Use and Adoption
Photo by Spackletoe• Participatory Platforms
20Evolution of Convenience
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Downside of Easy
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Social Media ConversationsR
ep
utta
tion
22Mainstream News Media
Source: Shel Holtz
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News is the Frequent Updating of Information
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Socialization
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Participatory Communications
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Citizen Journalism
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Social Antibodies
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Crowd Souring Photo Journalism
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Source: Twitpic
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Socially Distributed Problem Solving
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Social Media Train Everyone
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Surrender to the Edges
31
Source: Cobalt123
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Guidance Transparency of Information Intended for
Public Release
RespectfulnessPenalties
PrivacyIT Policy
Social Media Policy ConfidentialityLegal Matters y ConfidentialityLegal Matters
DiplomacyCombat Considerations
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DisclaimersConflict Resolution
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SEO: For Immediate Discovery
33
Photo by Juandazeng
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Managing Reputations through Search
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Danger of Keeping Mum
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Search Engine Optimization
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Secret Formula
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Optimization vs. Marketing
SEMSEM
SEO
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First Rule of Search Engine Optimization
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Search Gets Social
40Source: Wikipedia
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Links as Third-Party Endorsements
h
41
• Anchor text• Target URL
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Case Study: Tracking Inbounds
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Case Study: Search Results
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Case: Fewer Inbounds, Higher Rank?
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Case Study: Evaluating Inbounds
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Citation Indexing
SEOed Site
SEOed Press
Release
Landing Page
Wiki
News Hit
Blog Hit
Online Newsroom
PR
PR
PR
PR
PR
PR
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PR
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Keyword Discovery: Search Volume
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Keyword Discovery: Taxonomy
48Source: Google Trends
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Search Trends – Popular Language
49Source: America.gov
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Examining Global Challenges by Region
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Defining Global Challenges
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Obama Effect
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Keyword Discovery: Related Searches
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Keyword Discovery: Wonder Wheel
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Quantity vs. Quality
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Blogs, Podcasts, RSS
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Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Homepage
Blog PostAuthor/ Date
Blog Postg
Blog Post
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Anatomy of the Blog: Permalinks
Permalink
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Anatomy of the Blog: Anchor Text Hyperlinks
Hyperlink
Hyperlink
Hyperlink
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Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
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Anatomy of the Blog: Comments
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Anatomy of the Blog: Comment Moderation
Consider adding information babout turn
around time
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Anatomy of the Blog: Comment Moderation
Consider adding moderation policy hyperlinkhyperlink
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Anatomy of the Blog: Moderation Challenges
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Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
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Anatomy of the Blog: Widgets
WidgetWidget
Widget
idWidget
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Anatomy of the Blog: Subscriptions
RSS
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Anatomy of the Blog: RSS
Open Tag - < >Close Tag - </ >
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Exercise: New & Social Media Monitoring
Leveraging RSS:
1 Web based readers1. Web-based readers
2. Desktop-based readers
3. Email clients
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Blogger Relations
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Meet the Bloggers
71Source: Technorati
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Blogs, Twitter and Facebook vs. MSM
72Source: Technorati
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Collective Intelligence?
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Submit your attention
74
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Participate
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Courtship matters
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No Broadcast Distribution
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Humanize
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Astroturfing
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You can’t buy passion
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Set the record straight
81
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Case Study: Rock-Ola
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Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogsCorporate blogs
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Online Reputation Management
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Blog Crisis: Case Study
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Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
Id if i fl i l bl i d• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
• One on one blogger relations impractical• One on one blogger relations impractical
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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
87
• Send suggestions by the preferred means
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Three Steps to Measuring Blogger Influence
88
Source: Coca-Cola Conversation
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Step 1: Inbound Links
89Source: Yahoo! Site Explorer
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Step 2: Site Rank
90Source: Alexa
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Step 3: Conversation Starters
91
Source: Blogpulse Conversation Tracker
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Additional Measurement Resources
92Source: Social Mention
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Additional Measurement Resources
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Podcasting
Types of Podcasts:
A di d Vid• Audio and Video• Repurposed Electronic Media• Print MSM Extensions• Originally Produced• Originally Produced
94
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Global Podcast Audience
95
Wave.3 Universal McCann Study 2008 [PDF]
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Global Podcast Audience Growth
96
Wave.3 Universal McCann Study 2008 [PDF]
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Finding Podcasts through Show Notes
97
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iTunes Podcatcher
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Distributing Through iTunes
99
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Podcast in iTunes
100
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State Dept. Podcasts in iTunes
101
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State Dept. Daily Briefing Podcast in iTunes
102
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RSS 2.0 with Enclosures
103
Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7
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Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers b i i di b hi d th l k i t by giving audiences a rare, behind the scene look into one the world’s leading opera companies.
Strategy: Told through the perspective of the director of the ’ l t t d ti fil th l ti hi company’s latest production, profile the relationships
between the incomparable creative talents collaborating and the production process.
R lt LA O i th ld’ fi t t Results: LA Opera is the world’s first opera company to experiment with podcasting. Placido Domingo, Anna Netrebko and Rolando Villazon will all be featured in the first episodes. Featured in NY Times, LA Times and Hollywood p , yReporter.
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Case Study: APM Music
105
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Case Study: APM Music
106
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Case Study: APM Music
107
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Case Study: APM Music
108
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Case Study: Castrol
The Media Business: Editorial vs. Advertising
•NHRA Driver Ashley Force First
•Castrol Executives Second
109
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Case Study: Starbucks
110
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Case Study: Starbucks
111
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Podcast Production
112
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Podcast Production
113
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Podcast Production
114
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Podcast Production
115
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Development and Production
Should you podcast?Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM view
Search engine optimization view
Show notes view
A word on copyright view
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Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
117
Levelator
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ID3 Tagging
118
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Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
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Implementation Recommendations
Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” Consider Offering a Best of Episode
120
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Promoting Podcasts: Signature Blocks
121
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Promotion Podcasts: Email Marketing
122
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Promoting Podcasts: PNRs
123
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Promoting Podcasts: SEOed Press Release
124
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Promoting Podcasts: Industry Awards
125
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Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube.
A U S Vi W t h d 6 4 H f O li Vid D i • Average U.S. Viewer Watched 6.4 Hours of Online Video During the Month.
126source: comScore
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Online Video: Audience by Brand
127
Source: Nielsen Online [PDF]
Source: On the Record…Online
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Direct to Consumers
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Online Video: Marie Digby
129
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Online Video: Marie Digby
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Online Video: Marie Digby
131
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Blog Response: Marie Digby
132
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Blog Comments: Marie Digby
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Online Video: Internal Communications
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Online Video: Internal/External Communications
135
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Video in Online News Rooms
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Shooting Video: Streaming Gear
137
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Shooting Video: Flip
138
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Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
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Shooting Video: High-End – Canon XL H1S
140
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Video Editing Software – Windows Movie Maker
141
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Video Editing Software – Mac iMovie
142
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Centralized Online Video Distribution
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Content Strategy: Live Online Broadcasting
144
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Audio and Video Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking newsy g
• News content vs. feature content
• More controlled/one-way channel• More controlled/one way channel
• Credibility and third-party validation
• Efficiency by leverage existing assets• Efficiency by leverage existing assets
• Unscripted and authentic
P d t l
145
• Podcast news releases
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Intro to Micro Blogging
S C t TV
146
Source: Current TV
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Twitter as a News Source
147Source: Examiner.com
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Anatomy of a Microblog
148
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Anatomy of a Microblog
External Communications
Media Relations
149
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Anatomy of a Twitter Client: TweetDeck
150
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Crowd Sourcing Customer Service on Twitter
151
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We Do You Follow?
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Anatomy of a Twitter: TweetChat
153
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Hashtags.org
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Determining Fact…
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…from Fiction
Counter Twitters
156
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FEMA: Closing the Credibility Gap
157FEMA Social Media Deep Dive Podcast
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Tracking Twitter Favorites
158
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Tracking Tweets by Geography
159
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Twitter Case Studies
160
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Global Social Networking by Brand
161
Source: Vinco’s Blog
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US Social Networking by Brand
Facebook 78%•Facebook 78%•MySpace 42%y p•Linkedin 17%•Twitter 10%•Twitter 10%
162
Source: http://www.consumerinternetbarometer.us/
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Global Social Networking Usage
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Facebook by the Numbers
• 12x growth since opening to nonstudents in Sept. 2006
• 20m minutes spent in March 2008b• 6.4b minutes spent prior year
• Between 30m and 35m users• Microsoft paid $240m for 1.6%, $15b
value• $145m ad revenue in 2007$145m ad revenue in 2007• MySpace had $510m in ad revenue in
2007• $0.15 CPM vs. $13 CPM at Yahoo!
Fortune Magazine May 26 2008Fortune Magazine, May 26, 2008
164Source: Inside Facebook
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Anatomy of Facebook
165
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Anatomy of Facebook
166
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Anatomy of Facebook: Fan Pages
167
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Social Networking: Custom URLs
168
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Social Networking: Facebook Company Pages
169
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Social Networking: MySpace
Back End Front End
170
Back End Front End
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Social Networking: Linked In
171
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Professional Social Networking
172
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Professional Social Networking
173
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Social Networking: Linked In Groups
174
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Social Networking: White Label Platforms
175
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Social Networking: White Label PRSA Tech Site
176
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Social Networking Client
177
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Crowd Sourcing Global Issues with Google Trends
178
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Hard Data
179
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Hard Data on Discussions
180
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Hard Data on Disturbances
181
3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year
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Hard Data on Protests
182117,935 Facebook Supporters as of Oct. 6, 2009
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Impact of Public Diplomacy
Cairo Speech “Obama” Peak “Freedom” Peakp
183
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Government as a Platform
184
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Geo Browsing Carbon Emissions by State
185
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Control vs. Credibility
186
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Hard Data is More Trustworthy than People
187
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End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderJohn Gilmore, Co FounderElectronic Freedom Foundation
188
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Google Sidewiki
189
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Digg Dashboard
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Digg Dashboard and Google Sidewiki
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Build a Community
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Educate and Inform
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Promote Action
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Data Visualization Sharing
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Data Visualization Sharing
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Data Visualization Sharing
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Data Visualization Sharing
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PSNH Case Study: Putting it All Together
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Eric Schwartzman
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Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
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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