Your Gateway to Online AudiencesNew Media and Social Media:

Understanding New Communications Technologies

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0

2

Star Wars 30th Anniversary

Salt Lake Olympics

Academy Awards

Britney Spears

Pussycat Dolls

Recovering News Junkie

3

• What it was like

• What happened

• How it is now

4

Control Freak

Data Points

Overarching Message

Supporting Messages

5

Media Training

6

Word of Mouth Channels

Public Affairs

CustomerRelations

Investor Relations

Labor Relations

Community Relations

Industry Relations

Media Relations

Analyst Relations

Public Relations

7

Media Relations

Mass Media

Television Magazines

Radio

Newspapers

8

Influence Peddling

9

Tools of the Trade

10

Mainstream News Media Cycles

Photo by Olivander

11

News Break Strategy

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

12

Score Ink

13

Addicted to the Illusion of Control

14

White Light Experience

15

Evolution of Media

16

Web Gave Life to New Media

Email

SEO

Websites

17

New Media as Mass Media

Photo by Adulau

18

Control through Stridence

19

Fax and Email

20

They’re Googling You

3 billion – Daily searches on Google 230 million – Americans with Net access 93% -- Americans with high-speed Net access 228 million – Americans with mobile phones 1.6 billion – Worldwide online population

Source: Googled by Ken Auletta

21

New Media Drives Purchasing Decisions

Source: Universal McCann

12

3

22

Clicks Instead of Clips

Source: Wikipedia

23

From Push to Pull

24

Getting Found through Search

25

New Media Got Social

Microblogging

Email

SEO

Blogs/PodcastsContent Social

Networks

Websites

Pure SocialNetworks

Monitoring

26

It’s to Got be Easy

27

Photo by Spackletoe

Minimize Friction

• 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

28

Marketing Convenience with Apps

Source: Sit or Squat

search reviewfilter share

29

User Experience Generates Conversation

User Ratings on Comments

Social Search

30

Brand Ownership Changed Hands

Whopper Big Mac SubwaySource: This Piggy Blog

31

Self Policing through Social Antibodies

Whopper Big Mac Subway

32

Citizen Journalism

33

No Secrets

34

No Where to Hide

Social browser widget

Website as social object

35

Consumer Generated Photo Opp

Source: Twitpic

36

Rethink the Photo Opp

Photo by Leo Reynolds

37

Web Surpasses Mainstream Media Channels

Source: Pew Internet

38

Press Pool Evaporates (9,500 Jobs Lost in 2009)

Source: Papercuts

39

For Immediate Discovery

• Old methods stopped working

• Fewer news media opps to place

• Social media was immediate

•Reputations defined by conversations

Photo by Juandazeng

40

Social Cyber Squatting

Source: namechk

41

Business Case for Social Media

Source: 201o Edelman Trust Barometer

42

Single Point of Entry

Website

43

Multiple Points of Entry

Website

Blog

FB Fan Page

Twitter

Podcast

YouTube

Linkedin

Slideshare

44

Intimate Media vs. Crowd Sourcing

Source: Universal McCann

45

Edgework: Enterprise Wide Engagement

Source: Cobalt123

center

edges

world

46

Change Management

People ProcessPolicy Technology

47

Policy Elements

Social Media Policy

Transparency of Public

Information

Respectfulness

Privacy

Confidentiality

Diplomacy

DisclaimersConflict

Resolution

Crisis Considerations

Legal Matters

IT Policy

Penalties

48

Instituting Corporate Policy

Dept. Risk Opportunity

HR Existing policy violations; policing

Goodwill with workforce; recruiting

IT Information security; data loss

Reduce network and desktop support requests

Legal Copyright, free speech, libel and audit trails

Better corp. oversight; tighter controls

Marketing Aggravate brand fracture

Enable market toself-educate

Customer Service Perceived productivity loss

Reduce call center demand

PR Negligible Unfiltered communications

PA Negligible ID opposition points

IR Selective disclosure Better shareholder communications

49

www.SocialMediaPolicyTemplate.com

50

Photo by: USAID_IMAGES

US Dept. of State

51

What Makes Social Media Exciting?

Cairo Speech “Obama” Peak “Freedom” Peak

52

Photo by o0besesed

Social Media is a Team Sport

53

Team Tweeting

Conversations are Owned

Team Tweeters

News Stands Alone

54

Team Tweeting

55

Socialization

56

Participatory PR

57

Rep

utatio

n

Mainstream News Media

Conversations Shape Reputation

Source: Shel Holtz

58

News is the Frequent Updating of Information

59

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

Fool’s Game

Bloggers Podcasters

60

Toyota.com Case Study

61

Data Visualization in Online NewsroomsHealtheBay.org

62

Conversation Worthy, without CommentsHealtheBay.org

63

Widgets in Online NewsroomsHealtheBay.org

64

Socializing Data from Online NewsroomsHealtheBay.org

65

Surrender to the Conversation

66

Don’t just pitch. Publish

67

Social Media Train Your Crew

68

Price of Free Social Networks

1. Conversion leaks

2. Investing time in technology

3. Unsupported technology

4. Interoperability

5. Workflow management

6. Storage

69

Shortcomings of Facebook

Source: On the Record…Online Podcast

70

Blogs/Podcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

71

Social Media Training is Job Security

Source: 2009 Digital Readiness Report

72

www.SocialMediaBootCamp.com

Source: Social Media Training Calendar

73

Coming 2011

74

• Strategy

• Training

• Implementation

Online Communications Clients

75

Eric Schwartzman

(310) 463-4026 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzman.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