Social Media and New Media Workshop (FSI) PY363 - Day 2
212
New Media and Social Media Workshop Foreign Service Institute – Department of State School of Professional and Area Studies Public Diplomacy Division Director: Matthew Lussenhop Instructors: Chris Degnan, Matthew Lussenhop, Eric Schwartzman Course Number PY363 July 16, 2009 Tsevis
Social Media and New Media Workshop (FSI) PY363 - Day 2
1. New Media and Social Media Workshop TsevisForeign Service
Institute Department of State School of Professional and Area
StudiesPublic Diplomacy Division Director: Matthew
LussenhopInstructors: Chris Degnan, Matthew Lussenhop, Eric
SchwartzmanCourse Number PY363 July 16, 2009
2. Media & Democracy 2
3. Prediction: Fourth Estates Fortunes Have Waned 3
4. Prediction: Living Mediascape 4
5. Prediction: Electronic Paper5
6. Prediction: Social News Filter6
7. Digg vs. Other MediaSource: Compete.com 7
8. Prediction: Growth of Social Networking 8
9. World Map of Social Networks Source: Vincos Blog9
10. Prediction: Google Combines Services10
11. Prediction: Privacy LevelsSource: NY Times 11
12. Prediction: News Wars 12
13. Prediction: Social Graph13
14. Prediction: Fact Stripping Robots 14
15. Deconstructing the News Release 15
16. Anatomy of the Blog Source: Dickson Fong16
17. Anatomy of the Blog: Blogs and Blog PostsHomepage
Blog/HomepageBlog PostAuthor/ DateBlog PostBlog Post 17
18. Anatomy of the Blog: Feeds, Site and Social SearchRSS Feed
Blog Search Social Search Top Rated 18
19. Anatomy of the Blog: Permalinks Permalink 19
20. Anatomy of the Blog: HyperlinksHyperlinkHyperlink
Hyperlink20
21. Anatomy of the Blog: Comments 21
22. Anatomy of the Blog: Comment
ModerationConsideraddinginformationabout turnaround time22
23. Anatomy of the Blog: Comment Moderation Consider adding
moderation policy hyperlink 23
24. Anatomy of the Blog: Moderation Challenges24
25. Anatomy of the Blog: Blog RollsBlog RollBlog Roll25
26. Anatomy of the Blog: Widgets WidgetWidget Widget26
27. Anatomy of the Blog: Tags Clouds A list of tags where size
reflects popularity.27
28. Anatomy of the Blog: Widgets28
29. Astroturfing29
30. Anatomy of the Blog: TwitterFeed30
31. Anatomy of the Blog: RSSOpen Tag - < >Close Tag -
> 31
32. New Media MonitoringLeveraging RSS:1. Web-based readers2.
Desktop-based readers3. Email clients 32
33. Live Demo: Using Google Reader33
34. Live Demo: Email Alerts 34
35. Guidelines for Bloggers 35
36. Play Nice 36
37. Pseudo-Anonymity37
38. Summarize 38
39. One to Many 39
40. Democratize 40
41. Unfiltered41
42. Blogger Ethics42
43. Thou shall not confuse thy opinion with truth 43
44. Thou shall not invoke personal attacks44
45. Thou shall stick to the subject at hand 45
46. Thou shall cite thy references46
47. Thou shall punctuate and capitalize 47
48. Thou shall own up to thy mistakes 48
49. Thou shall not use aliases or sock puppets49
50. Thou shall not feed the trolls50
51. Thou shall resize thy images51
52. Thou shall keep online baggage online 52
53. 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
53
54. Social Media Policies People Policy Process
Technology54
55. Social Media Policy 55
56. What Should I Blog About? "If I were going to start a blog
now I wouldgo very, very, very niche -- as niche asyou can get...if
you pick somethingspecific and maybe that's not tooheavily covered
yet, you have a chanceto establish yourself as a voice in
thatarea." Peter Rojas, founding editor of Gizmodo and chief
strategy officer of Weblogs, Inc.56
57. More Advice to Aspiring Bloggers from Peter Rojas Be
passionate Start slow Be enthusiastic Be critical Be credibility
Pick a niche topic57
58. Pro Bloggers 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 58
59. Chris Brogans Blog Post Structure Topic, title, image Lead
paragraph Structure: Tell them what youre going to say, say it, and
tell them what you said End with a question Source: Chris
Brogan59
60. Wonder Wheeling Blog Post Ideas 60
61. Ogilvys 25 Blogging Styles styledescriptionposts per week
buzz indexdifficultyInsight BloggingOrignal ideas and commentary 5+
4hardAmbition Blogging Attain something thru blogging 12 easyMeme
Blogging Starting a thread by sharing a query 15
mediumPiggybackingBlogging news or memes 33 mediumLife Blogging
Sharing things in personal life52 easyBrand BloggingPositive brand
attributes52 mediumDetractor BlogShares passionate hatred 13
mediumAnnouncement Blogging Breaks newsworthy information55
hardLink Blogging Blogging a series of links 24 mediumVideo
BloggingOriginal video posts 53 hardPhoto BloggingOriginal photo
posts 52 hardEvangelist Blogging Passionate support of a cause53
mediumList Blogging Top ten format 55 mediumFeature
BloggingThematically-ongoing feature posts 24 mediumRepost Blogging
Reposting another post 21 easyGuest BloggingAuthoring post for
another blogger 53 mediumInterview BloggingQuestion and answer
format 54 mediumEvent BloggingEvent coverage 54 mediumLive Blogging
Bloggin a near real time 54 mediumBridge Blogging Extends
international awareness53 mediumClassified BlogsIDs a product or
service for sale12 easyResponse Blogging Response to a crisis or
aquisation 53 hardContact BloggingWriting with intent to make
contact22 easy61
62. 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
easysource: problogger 62
63. 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
63
64. Benefits of Blogging64
65. Blogger Relations 65
66. Collective Intelligence?66
67. Submit your attention 67
68. Participate 68
69. Courtship matters 69
70. No Broadcast Distribution 70
71. Humanize71
72. You cant buy passion 72
73. Set the record straight 73
74. Blogger Relations Etiquette Listen before talking
Participate, dont control Be of service Be modest Be authentic Be
transparent74
75. Case Study: Microsoft 75
76. Case Study: Nokia 76
77. Case Study: Rock-Ola77
78. Blogger Relations to Drive Media Relations Top 100 blogs
Hyperlocal blogs Corporate blogs78
79. Cory Doctorows 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 79
80. Online Reputation Management80
81. Blog Crisis: Case Study 81
82. Case Study: Blog CrisisLessons Learned Acknowledge
immediately on website or blog Identify influential bloggers in
advance Cultivate an inner circle of influential bloggers One on
one blogger relations impractical82
83. Micro BloggingSource: Current TV 83
84. Twitter as a News SourceSource: Examiner.com 84
85. Anatomy of a Microblog External Communications Media
Relations 85
86. Anatomy of a Twitter Client: TweetDeck86
87. Anatomy of a Twitter: TweetChat 87
88. Hashtags.org88
89. Twitter Case Studies89
90. Eric Schwartzman (310)
463-4026Phoneebs[at]schwartzmanpr[dot]comEmailschwartzmanpr.com
Websiteontherecordpodcast.comPodcastspinfluencer.comBlogericschwartzman
Friendfeed@ericschwartzmanTwitter 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 90
91. Live Demo: Livening Up Your Blog91
92. Demo: Blogging a YouTube Clip 92
93. Demo: Livening Up Your Blog 93
94. Demo: Site Meter94
95. Demo: FeedBurner95
96. Live Demo: Email Subscription Widget96
97. Demo: Social Bookmarking Widget 97
98. Live Demo: Tagging Blog Posts 98
99. Live Demo: Livening Up Your Blog99
100. Live Demo: Livening Up Your Blog100
101. Live Demo: FriendFeed 101
102. Respecting Usability Ease of use Clarity and brevity Easy
to read Cant consume what you cant find On intranets, usability
impacts worker productivity 10% of design budget on usability will
double sites resultsJakob Nielsen 102
103. Online Audio and Video podcastdownload webcast 103
104. Podcasts104
105. Podcasts Defined Types of Podcasts: Audio and Video
Repurposed Electronic Media Print MSM Extensions Originally
Produced105
106. Global Podcast Audience Wave.3 Universal McCann Study 2008
[PDF]106
107. Global Podcast Audience GrowthWave.3 Universal McCann
Study 2008 [PDF]107
108. Global Podcast Audience GrowthWave.3 Universal McCann
Study 2008 [PDF]108
109. Finding Podcasts through Show Notes 109
110. iTunes Podcatcher 110
111. Distributing Through iTunes 111
112. RSS 2.0 with EnclosuresPodcast Feed in Firefox 3 Podcast
Feed in Internet Explorer 7112
113. Feed Validators 113
114. Podcast in iTunes 114
115. Who is Podcasting: Case Study Who is Podcasting?115
116. Case Study: IBMPodcasts: Employees as Evangelists116
117. Case Study: LA Opera B to C Challenge: Help the LA Opera
build stronger relationships with its existing subscribers and
attract new, younger subscribers by giving audiences a rare, behind
the scene look into one the worlds leading opera companies.
Strategy: Told through the perspective of the director of
thecompanys latest production, profile the relationshipsbetween the
incomparable creative talents collaborating andthe production
process. Results: LA Opera is the worlds 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 Reporter. 117
118. Case Study: APM Music 118
119. Case Study: APM Music 119
120. Case Study: APM Music 120
121. Case Study: APM Music 121
122. Case Study: CastrolThe Media Business: Editorial vs.
Advertising NHRA Driver Ashley Force FirstCastrol Executives
Second122
123. Case Study: Starbucks 123
124. Case Study: Starbucks 124
125. Podcast Production125
126. Podcast Production126
127. Podcast Production127
128. Podcast Production128
129. Development and ProductionShould you podcast?Selecting the
subject matterFinding your voice viewIntros and outrosMusic
options: Podsafe & APM viewSearch engine optimization viewShow
notes viewA word on copyright view 129
130. Podcast Production Recording live interviews Recording
phone interviews Editing ID3 taggingLevelator 130
131. ID3 Tagging 131
132. Audio & Video SyndicationRSS enabling podcastsBlogging
podcastsPromoting RSS feedsMeasuring your impactPutting podcasts in
perspective 132
133. Implementation Recommendations Integrate Flash Streaming
Use Flash Streaming Strategically Consider Offering a Best of
Episode133
134. Promoting Podcasts: Signature Blocks134
135. Promotion Podcasts: Email Marketing 135
136. Promoting Podcasts: PNRs136
137. Promoting Podcasts: SEOed Press Release 137
138. Promoting Podcasts: Industry Awards 138
139. Online Video: Reach and Frequency Americans Viewed a
Record 16.8 Billion Videos Online in April Driven Largely by Surge
in Viewership at YouTube. Average U.S. Viewer Watched 6.4 Hours of
Online Video During the Month.source: comScore 139
140. Online Video: Audience by BrandSource: Nielsen Online
[PDF]Source: On the RecordOnline140
141. Online Video: Marie Digby 141
142. Online Video: Marie Digby 142
143. Online Video: Marie Digby 143
144. Blog Response: Marie Digby144
145. Blog Comments: Marie Digby145
146. Viral Video Case Study: Chevy Tahoe 146
147. Viral Video Case Study: Chevy Tahoe 629,000 visitors to
the site by the time of thecontest 25% of all SUV sales, out
selling Ford by 2 to 1 46 day sales cycles, down from 120 days
147
153. Shooting Video: HD Portable Gear Sanyo Xacti HD1000 4MP
MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700System with ME2 Omni
Lavaliere153
154. Shooting Video: High-End Canon XL H1S 154
155. Video Editing Software Windows Movie Maker155
156. Video Editing Software Mac iMovie 156
157. Centralized Online Video Distribution 157
158. Content Strategy: Live Online Broadcasting158
159. Audio and Video Recap Deliver on the needs of an
underserved audience Give listeners something they cant get else
where Relationship-based communications May not be well suited for
breaking news News content vs. feature content More
controlled/one-way channel Credibility and third-party validation
Efficiency by leverage existing assets Unscripted and authentic
Podcast news releases159
160. Social Bookmarking160
161. Favorites use Title Tags161
162. Social Bookmarking162
163. Benefits of Sharing 1. Access favorites from anywhere 2.
Share your favorites publicly 3. Use popular opinion to find info
online163
164. Live Demo: Social Bookmarking1. Create Delicious account2.
Log in3. Post URL4. Save5. Search popular tags164
165. Live Demo: Social Search Monitoring1. Query Delicious2.
Add Resulting RSS Feeds to Google Rearder 165
166. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin
Questions 3. Facebook Status 4. Twitter 166
167. User Ratings167
168. Social News Site: Digg168
169. Social Bookmarking: Digg169
170. Social Networking Image by: Luc Legay170
171. Global Social Networking Penetration171
172. Global Social Networking Penetration Growth 172
173. Corporate Social Networking Adoption173
174. Global Social Networking Brand174
175. Social Networking Usage Trends175
176. Social Networking: US Communities by Popularity Facebook
78% MySpace42% Linkedin 17% Twitter10% Source:
http://www.consumerinternetbarometer.us/176
177. Social Networking: MySpace Back End Front End 177
178. Social Networking: Facebook 178
179. Social Networking: Custom URLs179
180. Social Networking: Facebook Company Pages 180
181. Social Networking: Facebook Company Pages 181
182. Social Networking: Facebook Company Pages 182
183. Facebook by the Numbers 12x growth since opening to
nonstudents in Sept. 2006 20m minutes spent in March 2008 6.4b
minutes spent prior year Between 30m and 35m users Microsoft paid
$240m for 1.6%, $15b value $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, 2008183
184. Case Study: HSBC184
185. Social Networking: Linked In185
186. Social Networking: Linked In Groups 186
187. Social Networking: Niche Nets 187
188. Social Networking: Niche Nets 188
189. Social Networking: Niche Nets 189
190. Social Networking: White Label Platforms190
191. Social Networking: White Label Platforms191
192. Social Networking: ExchangesConnect 192
193. Social Networking Aggregators 193
194. Social Networking Aggregators 194
195. Social Networking Mash-Ups195
196. Social Networking for PR Market research How to videos
D.I.Y. videos Promote events Solicit donations Find influentials
Build affinity groups Be community minded, not sales minded196
197. Naked Conversations Formality suppresses dialogue;
informality encourages it. Formal conversations and presentations
leave little room for debate. They suggest that everything is
scripted and predetermined. Informal dialogue is open. It invites
questions, encourages spontaneity and critical
thinking...Informality gets the truth out. It surfaces
out-of-the-box ideas -- the ideas that may seem absurd at first
hearing but that create breakthroughs.-Larry Bossidy, CEO,
Honeywell197
198. PSNH Case Study: Process Detail 198
199. New Media Case Study: PCNH OrganizationalCommunications
TwitterOnline NewsroomYouTube & FlickrCustomerNews
MediaConstituentsService 199
200. Wikipedia 200
201. Wikipedia From Marketing Sherpa Getting ListedStub
articlesPropose articles for creationEnlisting community member to
create an article 201
202. Wikipedia From Marketing Sherpa Monitoring Your
ListingAppoint a Wikipedia ambassadorParticipate in the
communityMonitoring your existing Wikipedia pages (RSS)202
203. Wikipedia From Marketing Sherpa Getting Errors FixedFlag
factual errors on discussion pagesHandle criticism on discussion
pagesPropose new links on discussion pages 203
204. Wikipedia Other Issues Terms and ConditionsConflicts of
InterestNeutral Point of View PolicyPeacock Terms204
205. Wikipedia Hall of Shame 205
206. Monsanto Edits Michael Moore206
207. US DoJ Obfuscates Bush Criticism207
208. Wisdom of the Chaperones208
209. Chris Wilson On the RecordOnline 209
210. Carry the Message Online Communications Master ClassJune
26, 2009 - BostonPRSA | Map Online Communications Boot CampJune
24-25, 2009 - BostonPRSA | Map Social Media for JournalistsJune 19,
2009 - NYCMedia Bistro | Map Understanding New Communications
TechnologiesJune 3, 2009 - Las VegasThe Licensing Show | Map
Source: Social Media Training Calendar210
211. Help Yourself 211
212. Eric Schwartzman (310)
463-4026Phoneebs[at]schwartzmanpr[dot]comEmailschwartzmanpr.com
Websiteontherecordpodcast.comPodcastspinfluencer.comBlogericschwartzman
[email protected]/ericschwartzmanFacebook
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/3.0 212