New Media PR Boot Camp – Day One

Los Angeles – Aug. 26, 2009

DAY ONE -- Instructor: Eric Schwartzman

2

Communications Technology Consultant

New Media Strategy Clients:

New Media Training Clients:

New Media Communications Clients:

3

Housekeeping

• Breaks and Lunch

• Cell Phones

• This is a Boot Camp

• Technical Problems

• Curriculum

• Handouts are Digital

• Twitter Hashtag #prsabootcamp

• Spam Email Account

• Browser Upgrade

4

Star Wars 30th Anniversary

Salt Lake Olympics

Academy Awards

Britney Spears

Pussycat Dolls

News Media Addict

5

Message Control

Data Points

Overarching Message

Supporting Messages

6

Interview Control

7

Plenty of Options

Public Affairs

CustomerRelations

Investor Relations

Labor Relations

Community Relations

Industry Relations

Media Relations

Analyst Relations

Public Relations

8

Media Relations

Mass Media Addict

Television Magazines

Radio

Newspapers

9

Junket Junkie

10

Controlled Communications

11

Conforming to News Cycles

Photo by Olivander

12

News Break Strategy

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

13

Scoring Ink

14

Illusion of Control

15

White Light Experience

16

Evolution of Media

17

Web Gave Life to New Media

Email

SEO

Websites

18

New Media as Mass Media

Photo by Adulau

19

Control through Stridence

20

Journalists Relying on Company Websites

Source: PR Week

21

Email Became Ubiquitous

Source: Universal McCann

22

Email Blasts

23

New Media Driving Purchasing Decisions

Source: Universal McCann

12

3

24

Search Gets Social

Source: Wikipedia

25

Page Rank is the New PR

26

Links as Third-Party Endorsements

27

Social Web Arrives

Microblogging

Email

SEO

Blogs/PodcastsContent SocialNetworks

Websites

Pure SocialNetworks

Monitoring

28

Web Gets Easy

29

Photo by Spackletoe

Marketing with Convenience

• Ease of use

• Content’s claim to the crown

• User experience and reputation

• Flash, PDFs, UI, Navigation

• Ease of Use and Adoption

Evolution of Customer Experience

30

Convenience Online

Source: Sit or Squat

search reviewfilter share

31

User Experience is Conversation

User Ratings on Comments

Social Search

32

What You Say vs. What You Do

Whopper Big Mac SubwaySource: This Piggy Blog

33

Higher Power

Whopper Big Mac Subway

34

Citizen Journalism

35

No Secrets

36

90 Million Photo Journalists

Source: Twitpic

37

For Immediate Discovery

• Search is immediate

• Blogging is immediate

• Shorter patience thresholds

• Sharing is nice

• Anticipate and respond

Photo by Juandazeng

38

Web Surpasses Mainstream Media Channels

Source: Pew Internet

39

Analog Dollars to Digital Pennies

Source: Newspaper Association of America

40

Press Pool Evaporates

Source: Papercuts

41

Blogs/Podcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

42

Social Media Surge

Source: Friendfeed

43

Social Media Explosion

Source: namechk

44

Social Media Identity Theft

Source: namechk

45

Conversations are Media

Source: 2009 Edelman Trust Barometer

46

Conversations are Intimate

Source: Universal McCann

47

Conversations have Demographics

Generation Gap

Source: Forrester Research

48

Conversations are Aggregated

Google Reader

49

Rep

uta

tion

Mainstream News Media

Conversations Shape Reputation

Source: Shel Holtz

50

News is Frequent Updating

51

Conversations Empower Consumers

52

Trustworthies

Source: 2009 Edelman Trust Barometer

53

ROI of Trust

Source: 2009 Edelman Trust Barometer

54

Blogs

Source: Monsanto Blog

55

Unfiltered Conversation

56

Messaging through Sneeze Posts

Source: Monsanto Blog

57

Use Your Domain

Source: UCLA Online Newsroom

58

Toyota.com

Source: Toyota Online Newsroom

59

Toyota.com

60

Toyota.com

61

Toyota.com

62

Toyota.com

63

Toyota.com

64

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

Fool’s Game

Bloggers Podcasters

65

Photo by Periodico LaDemocaracia

Just Say No

66

Conversations Can Be Highly Addictive

Photo by Why Not Studios

67

Price of Free

1. Conversion leaks

2. Investing time in technology

3. Unsupported technology

4. Interoperability

5. Workflow management

6. Storage

68

Innovation is Risky

Source: iPressroom

69

New Media Train Everyone

70

Rethink the Photo Opp

Photo by Leo Reynolds

71

Transparency and Authenticity

72

Customer Service Rep as Spokesperson

73

Unintended Consequences

74

Coping with an Online Crisis: Comcast

75

Direct to Consumers

76

Getting through the Filter

77

Revolution Rant

RevolutionaryAristocratEisner Lassiter

78

Filling Your Own News Hole

79

Astroturfing

80

Share My Experience

Source: On the Record…Online Podcast

81

Print Circs Declining

CPMs Declining

The Media is Dying

Quantity and Credible of UGC Increasing

New Media Communications Land Grab In the Workplace

Informing Conversations is Social Media Communications

Recap

Source: Pew Internet

82

Blogs/Podcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Channel Map

Email

SEO

Websites

New Media

83

Websites and Online Newsrooms

84

Or This:

85

Website is the Center Point

86

Organizing Your Web Presence First

1. Your website is the most crediblesource of information online about your 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.

87

Media Relations Resource

88

Media Relations Resource: RSS by Category

89

Media Relations Resource: Category Email Alerts

90

Media Relations Resource: CAPTCHA Codes

91

Media Relations Resource : PR Contacts View

92

Media Relations Resource: Sub Headlines

93

External and Internal Communications Resource

94

External and Internal Communications Resource

95

External and Internal Communications Resource

96

External and Internal Communications Resource

97

Online Video for Direct Communications

98

Integrating Social Media

99

Data Visualization Resource

100

Data Visualization Resource

101

Data Visualization Widget

102

Data Visualization Resource

103

Email

Source: Universal McCann

104

Links vs. Attachments

105

Resource: Sending Large Files

106

Email Risks

107

Email Risks: Blogger Fights Back

unique visitor to lifehacker.com

108

Email Risks: Blogger Fights Back

109

Direct Communications: Coping with Attention Deficits

110

Email Newsletter Campaign Elements

1. Content Strategy

2. Frequency

3. Email lists

4. Email Newsletter Templates

5. Landing Pages

6. Measurement/Reporting

111

Reinventing PR Against Clicks Instead of Clips

Email

Landing Pages

ConversionActivity

ROI

SEO

112

Online Newsroom

Email

FlickrSearch

YouTube

Twitter

Linkedin

Facebook

Conversions

Press Releases

Inbound Links

Online Communications Strategy

New Media Social Media

Coverage

113

List Management

a. Media Lists

b. Outlook Exports

c. Opt ins

d. Professional contacts

114

Anatomy of the Blog: Posts

115

Anatomy of the Blog: Permalinks

116

Anatomy of the Blog: Hyperlinks

117

Anatomy of the Blog: Comments

118

Anatomy of the Blog: Blog Rolls

119

Anatomy of the Blog: Tags Clouds

A list of tags where size reflects popularity.

120

Anatomy of the Blog: Widgets

121

Anatomy of the Blog: TwitterFeed

122

Open Tag - < >Close Tag - </ >

Anatomy of the Blog: RSS

123

New Media Monitoring

Leveraging RSS:

1. Web-based readers

2. Desktop-based readers

3. Email clients

124

Live Demo: Using Google Reader

125

Live Demo: Email Alerts

126

Blogger Ethics

127

Play Nice

128

Pseudo-Anonymity

129

Summarize

130

Don’t Take the Bait

131

One to Many

132

Democratize

133

Unfiltered

134

Social Media Ethics

135

Thou shall not confuse thy opinion with truth

136

Thou shall not invoke personal attacks

137

Thou shall stick to the subject at hand

138

Thou shall cite thy references

139

Thou shall punctuate and capitalize

140

Thou shall own up to thy mistakes

141

Thou shall not use aliases or sock puppets

142

Thou shall not feed the trolls

143

Thou shall resize thy images

144

Thou shall keep online baggage online

145

Blogging: Implementation Benefits

• Humanizes and personalizes

• Fosters asynchronous communications

• Crosses geographic boundaries

• Engagement can be measured by number of comments, use of blog search tool, email subscribers, RSS and HTML usage

• Effectiveness can be assessed by monitoring online conversations

146

Social Media Policies

People ProcessPolicy Technology

147

Social Media Policy

148

What Should I Blog About?

"If I were going to start a blog now I would go very, very, very niche -- as niche as you can get...if you pick something specific and maybe that's not too heavily covered yet, you have a chance to establish yourself as a voice in that area."

Peter Rojas, founding editor of Gizmodo and chief strategy officer of Weblogs, Inc.

149

More Advice to Aspiring Bloggers from Peter Rojas

• Be passionate

• Start slow

• Be enthusiastic

• Be critical

• Be credibility

• Pick a niche topic

150

Pro Blogger’s Tips for Choosing Blog Topics

• Identify a need

• Picture a reader

• Break out of the echo chamber

• Write something that matters to you

• Write something topical

• One topic per post

• Plan ahead

• Other ideas

151

Mind Mapping Blog Post Ideas

152

Ogilvy’s 25 Blogging Styles

style description posts per week buzz index difficultyInsight Blogging Orignal ideas and commentary 5+ 4 hard

Ambition Blogging Attain something thru blogging 1 2 easy

Meme Blogging Starting a thread by sharing a query 1 5 medium

Piggybacking Blogging news or memes 3 3 medium

Life Blogging Sharing things in personal life 5 2 easy

Brand Blogging Positive brand attributes 5 2 medium

Detractor Blog Shares passionate hatred 1 3 medium

Announcement Blogging Breaks newsworthy information 5 5 hard

Link Blogging Blogging a series of links 2 4 medium

Video Blogging Original video posts 5 3 hard

Photo Blogging Original photo posts 5 2 hard

Evangelist Blogging Passionate support of a cause 5 3 medium

List Blogging Top ten format 5 5 medium

Feature Blogging Thematically-ongoing feature posts 2 4 medium

Repost Blogging Reposting another post 2 1 easy

Guest Blogging Authoring post for another blogger 5 3 medium

Interview Blogging Question and answer format 5 4 medium

Event Blogging Event coverage 5 4 medium

Live Blogging Bloggin a near real time 5 4 medium

Bridge Blogging Extends international awareness 5 3 medium

Classified Blogs IDs a product or service for sale 1 2 easy

Response Blogging Response to a crisis or aquisation 5 3 hard

Contact Blogging Writing with intent to make contact 2 2 easy

153

Chris Brogan’s Blog Post Structure

• Topic, title, image

• Lead paragraph

• Structure

• Tell them what you’re going to say, say it, and tell them what you said

• End with a question• Chris Brogan

154

10 Techniques for Drawing Blog Comments

• Invite comments

• Ask questions

• Be open ended

• Interact with comments

• Set boundaries

• Be humble

• Be gracious

• Be controversial

• Reward comments

• Make commenting easy

• problogger

155

Stimulating Good Conversation

The best discussion leaders take the skills of a great interviewer and apply them to their online communities, writing with a style that acknowledges and builds upon previous comments, sustaining the momentum of threads and eliciting knowledgeable responses. Smart, personal and well-informed words help these writers make their readers feel that they cannot possibly spend even single day away from the conversation.

- Robert Niles, USC Annenberg Journalism Review

156

Blogger Relations: Rules of Engagement

157

Collective Intelligence?

158

Submit your attention

159

Participate

160

Courtship matters

161

No Broadcast Distribution

162

Humanize

163

You can’t buy passion

164

Set the record straight

165

Blogger Relations Etiquette

• Listen before talking

• Participate, don’t control

• Be of service

• Be modest

• Be authentic

• Be transparent

166

Case Study: Microsoft

167

Case Study: Nokia

168

Case Study: Rock-Ola

169

Blogger Relations to Drive Media Relations

• Top 100 blogs

• Hyperlocal blogs

• Corporate blogs

170

Cory Doctorow’s Blogger Relations Tips

• Have a link

• Have a permanent link

• Have a link for everything

• Avoid flash sites

• Avoid PDFs

• Make video downloadable and streamable

• Put your URL on your images

• Linking policies are ridiculous

• Specify credit and usage rights

• Send suggestions by the preferred means

171

Online Reputation Management

172

Blog Crisis: Case Study

173

Case Study: Blog Crisis

Lessons Learned

• Acknowledge immediately on website or blog

• Identify influential bloggers in advance

• Cultivate an inner circle of influential bloggers

• One on one blogger relations impractical

174

Driving Qualified Visitors with Blog Posts

175

Micro Blogging

176

Anatomy of a Microblog

External Communications

Media Relations

177

Anatomy of a Twitter Client: TweetDeck

178

Anatomy of a Twitter: TweetChat

179

Hashtags.org

180

Twitter Case Studies

181

Eric Schwartzman

(310) 463-4026 Phone

ebs[at]schwartzmanpr[dot]com Email

schwartzmanpr.com Website

ontherecordpodcast.com Podcast

spinfluencer.com Blog

ericschwartzman Friendfeed

@ericschwartzman Twitter

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