Social Media Boot Camp 20091107c

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

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

2

My Background and Experience

New Media Strategy Clients:•New Media Strategy Clients:

•New Media Training Clients:

•Online Communications Clients:

3

News Media Addict

Britney Spears

Pussycat DollsAcademy Awards

4

Mayor Jerry Brown

Star Wars 30th Anniversary

Message Map

Overarching Message

Supporting Messages

Data Points

5

Mainstream Media Training

6

Plenty of Options

Media Relations

CustomerRelations

Investor Relations

Public Affairs Labor RelationsPublic Relations

Community Relations

Industry Relations RelationsRelations

Analyst Relations

7

Mass Media Addict

Newspapers

Media RelationsTelevision Magazines

Radio

8

Junket Junkie

9

Controlled Communications

10

Conforming to News Cycles

11

Photo by Olivander

Scoring Ink

12

White Light Experience

13

Web Gave Life to New Media

Websites

Email

SEO

14

Search and Reputation

112

3

15

Source: Universal McCann

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

16

Logical PathLogical Path

Thumbnails in IndexThumbnails in Index

Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis

Email

17Source: Universal McCann

Page Rank is the New PR

18

Discoverability and Amplification

Websites

New Media

Monitoring Email

Microblogging SEO

Blogs/PodcastsContent SocialN t k

Blogs/Podcasts

Pure SocialNetworks

Networks

19

Networks

Social Media

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

Downside of Easy

21

Social Media ConversationsR

ep

utta

tion

22Mainstream News Media

Source: Shel Holtz

News is the Frequent Updating of Information

23

Socialization

24

Participatory Communications

25

Citizen Journalism

26

Social Antibodies

27

Crowd Souring Photo Journalism

28

Source: Twitpic

Socially Distributed Problem Solving

29

Social Media Train Everyone

30

Surrender to the Edges

31

Source: Cobalt123

Guidance Transparency of Information Intended for

Public Release

RespectfulnessPenalties

PrivacyIT Policy

Social Media Policy ConfidentialityLegal Matters y ConfidentialityLegal Matters

DiplomacyCombat Considerations

32

DisclaimersConflict Resolution

SEO: For Immediate Discovery

33

Photo by Juandazeng

Managing Reputations through Search

34

Danger of Keeping Mum

35

Search Engine Optimization

36

Secret Formula

37

Optimization vs. Marketing

SEMSEM

SEO

38

First Rule of Search Engine Optimization

39

Search Gets Social

40Source: Wikipedia

Links as Third-Party Endorsements

h

41

• Anchor text• Target URL

Case Study: Tracking Inbounds

42

Case Study: Search Results

43

Case: Fewer Inbounds, Higher Rank?

44

Case Study: Evaluating Inbounds

45

Citation Indexing

SEOed Site

SEOed Press

Release

Landing Page

Wiki

News Hit

Blog Hit

Online Newsroom

PR

PR

PR

PR

PR

PR

46

PR

Keyword Discovery: Search Volume

47

Keyword Discovery: Taxonomy

48Source: Google Trends

Search Trends – Popular Language

49Source: America.gov

Examining Global Challenges by Region

50

Defining Global Challenges

51

Obama Effect

52

Keyword Discovery: Related Searches

53

Keyword Discovery: Wonder Wheel

54

Quantity vs. Quality

55

Blogs, Podcasts, RSS

56

Anatomy of the Blog: Blogs and Blog Posts

Blog/Homepage

Homepage

Blog PostAuthor/ Date

Blog Postg

Blog Post

57

Anatomy of the Blog: Permalinks

Permalink

58

Anatomy of the Blog: Anchor Text Hyperlinks

Hyperlink

Hyperlink

Hyperlink

59

Anatomy of the Blog: Feeds, Site and Social Search

RSS Feed

Blog Search

Social Search

Top Rated

60

Anatomy of the Blog: Comments

61

Anatomy of the Blog: Comment Moderation

Consider adding information babout turn

around time

62

Anatomy of the Blog: Comment Moderation

Consider adding moderation policy hyperlinkhyperlink

63

Anatomy of the Blog: Moderation Challenges

64

Anatomy of the Blog: Blog Rolls

Blog Roll

Blog Roll

65

Anatomy of the Blog: Widgets

WidgetWidget

Widget

idWidget

66

Anatomy of the Blog: Subscriptions

RSS

Email

67

Anatomy of the Blog: RSS

Open Tag - < >Close Tag - </ >

68

Exercise: New & Social Media Monitoring

Leveraging RSS:

1 Web based readers1. Web-based readers

2. Desktop-based readers

3. Email clients

69

Blogger Relations

70

Meet the Bloggers

71Source: Technorati

Blogs, Twitter and Facebook vs. MSM

72Source: Technorati

Collective Intelligence?

73

Submit your attention

74

Participate

75

Courtship matters

76

No Broadcast Distribution

77

Humanize

78

Astroturfing

79

You can’t buy passion

80

Set the record straight

81

Case Study: Rock-Ola

82

Blogger Relations to Drive Media Relations

• Top 100 blogs

• Hyperlocal blogs

• Corporate blogsCorporate blogs

83

Online Reputation Management

84

Blog Crisis: Case Study

85

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

86

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

Three Steps to Measuring Blogger Influence

88

Source: Coca-Cola Conversation

Step 1: Inbound Links

89Source: Yahoo! Site Explorer

Step 2: Site Rank

90Source: Alexa

Step 3: Conversation Starters

91

Source: Blogpulse Conversation Tracker

Additional Measurement Resources

92Source: Social Mention

Additional Measurement Resources

93

Podcasting

Types of Podcasts:

A di d Vid• Audio and Video• Repurposed Electronic Media• Print MSM Extensions• Originally Produced• Originally Produced

94

Global Podcast Audience

95

Wave.3 Universal McCann Study 2008 [PDF]

Global Podcast Audience Growth

96

Wave.3 Universal McCann Study 2008 [PDF]

Finding Podcasts through Show Notes

97

iTunes Podcatcher

98

Distributing Through iTunes

99

Podcast in iTunes

100

State Dept. Podcasts in iTunes

101

State Dept. Daily Briefing Podcast in iTunes

102

RSS 2.0 with Enclosures

103

Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7

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.

104

Case Study: APM Music

105

Case Study: APM Music

106

Case Study: APM Music

107

Case Study: APM Music

108

Case Study: Castrol

The Media Business: Editorial vs. Advertising

•NHRA Driver Ashley Force First

•Castrol Executives Second

109

Case Study: Starbucks

110

Case Study: Starbucks

111

Podcast Production

112

Podcast Production

113

Podcast Production

114

Podcast Production

115

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

116

Podcast Production

• Recording live interviews

• Recording phone interviews

• Editing

• ID3 tagging

Levelator

117

Levelator

ID3 Tagging

118

Audio & Video Syndication

RSS enabling podcasts

Blogging podcasts

Promoting RSS feeds

Measuring your impact

Putting podcasts in perspective

119

Implementation Recommendations

Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” Consider Offering a Best of Episode

120

Promoting Podcasts: Signature Blocks

121

Promotion Podcasts: Email Marketing

122

Promoting Podcasts: PNRs

123

Promoting Podcasts: SEOed Press Release

124

Promoting Podcasts: Industry Awards

125

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

Online Video: Audience by Brand

127

Source: Nielsen Online [PDF]

Source: On the Record…Online

Direct to Consumers

128

Online Video: Marie Digby

129

Online Video: Marie Digby

130

Online Video: Marie Digby

131

Blog Response: Marie Digby

132

Blog Comments: Marie Digby

133

Online Video: Internal Communications

134

Online Video: Internal/External Communications

135

Video in Online News Rooms

136

Shooting Video: Streaming Gear

137

Shooting Video: Flip

138

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

139

Shooting Video: High-End – Canon XL H1S

140

Video Editing Software – Windows Movie Maker

141

Video Editing Software – Mac iMovie

142

Centralized Online Video Distribution

143

Content Strategy: Live Online Broadcasting

144

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

Intro to Micro Blogging

S C t TV

146

Source: Current TV

Twitter as a News Source

147Source: Examiner.com

Anatomy of a Microblog

148

Anatomy of a Microblog

External Communications

Media Relations

149

Anatomy of a Twitter Client: TweetDeck

150

Crowd Sourcing Customer Service on Twitter

151

We Do You Follow?

152

Anatomy of a Twitter: TweetChat

153

Hashtags.org

154

Determining Fact…

155

…from Fiction

Counter Twitters

156

FEMA: Closing the Credibility Gap

157FEMA Social Media Deep Dive Podcast

Tracking Twitter Favorites

158

Tracking Tweets by Geography

159

Twitter Case Studies

160

Global Social Networking by Brand

161

Source: Vinco’s Blog

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/

Global Social Networking Usage

163

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

Anatomy of Facebook

165

Anatomy of Facebook

166

Anatomy of Facebook: Fan Pages

167

Social Networking: Custom URLs

168

Social Networking: Facebook Company Pages

169

Social Networking: MySpace

Back End Front End

170

Back End Front End

Social Networking: Linked In

171

Professional Social Networking

172

Professional Social Networking

173

Social Networking: Linked In Groups

174

Social Networking: White Label Platforms

175

Social Networking: White Label PRSA Tech Site

176

Social Networking Client

177

Crowd Sourcing Global Issues with Google Trends

178

Hard Data

179

Hard Data on Discussions

180

Hard Data on Disturbances

181

3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year

Hard Data on Protests

182117,935 Facebook Supporters as of Oct. 6, 2009

Impact of Public Diplomacy

Cairo Speech “Obama” Peak “Freedom” Peakp

183

Government as a Platform

184

Geo Browsing Carbon Emissions by State

185

Control vs. Credibility

186

Hard Data is More Trustworthy than People

187

End of Segmentation

“The Internet interprets censorship as damage and routes around it.”

John Gilmore, Co-FounderJohn Gilmore, Co FounderElectronic Freedom Foundation

188

Google Sidewiki

189

Digg Dashboard

190

Digg Dashboard and Google Sidewiki

191

Build a Community

192

Educate and Inform

193

Promote Action

194

Data Visualization Sharing

195

Data Visualization Sharing

196

Data Visualization Sharing

197

Data Visualization Sharing

198

PSNH Case Study: Putting it All Together

199

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

200

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