New Media and Social Media Boot Camp

Instructor: @EricSchwartzman

Chicago, Oct. 15, 2009

Day OneDay One

Housekeeping

• Breaks and Lunch

• Cell Phones

• Introductory Immersion

• Technical Problems

• New Vocabulary

• Curriculum

• Slides are Numbered

• Handouts are Digital

I’m @ericschwartzman• I’m @ericschwartzman

• Twitter Hashtag #SocMedBootCamp

• Spam Email Account

2

• Spam Email Account

• Web Browsers

News Media Addict

Britney Spears

Pussycat DollsAcademy Awards

3

Mayor Jerry Brown

Star Wars 30th Anniversary

Message Map

Overarching Message

Supporting Messages

Data Points

4

Mainstream Media Training

5

Plenty of Options

Media Relations

CustomerRelations

Investor Relations

Public Affairs Labor RelationsPublic Relations

Community Relations

Industry Relations RelationsRelations

Analyst Relations

6

Mass Media Addict

Newspapers

Media RelationsTelevision Magazines

Radio

7

Junket Junkie

8

Controlled Communications

9

Conforming to News Cycles

10

Photo by Olivander

News Break Strategy

Influencers

National News

Regional News

Local News

Trade Press

Target Audience

11

Scoring Ink

12

Illusion of Control

13

White Light Experience

14

Evolution of Media

15

Web Gave Life to New Media

Websites

Email

SEO

16

New Media as Mass Media

Photo by Adulau

17

Control through Stridence

18

Email Blasts

19

Journalists Relying on Company Websites

20

Source: PR Week

New Media Driving Purchasing Decisions

112

3

21

Source: Universal McCann

Page Rank is the New PR

22

Social Web Arrives

Websites

EmailMonitoring

Microblogging SEO

Blogs/PodcastsContent SocialN t k Blogs/PodcastsNetworks

Pure SocialNetworks

23

Networks

Web Gets Easy

24

Convenience Communications

• Content’s claim to the crown

User experience and reputation• User experience and reputation

• Flash, PDFs, UI, Navigation

• Ease of Use Drives Adoption Photo by Spackletoe

• Ease of Use Drives Adoption

25

Evolution of Customer Experience

Usability Expert Jakob Nielsen on User Experience and Reputation

Convenience Online

search reviewfilter share

26

Source: Sit or Squat

User Experience is Conversation

Social Search

User Ratings on Comments

27

What You Say vs. What You Do

28Whopper Big Mac SubwaySource: This Piggy Blog

Higher Power: Social Antibodies

29Whopper Big Mac Subway

Citizen Journalism: Triangulating Truth

30

No Secrets

31

90 Million Photo Journalists

32

Source: Twitpic

For Immediate Discovery

• Patience thresholds

• Anticipate

• Respond

Photo by Juandazeng

33

Web Surpasses Mainstream Media Channels

34

Source: Pew Internet

Analog Dollars to Digital Pennies

35Source: Newspaper Association of America

Discoverability and Amplification

Websites

New Media

Monitoring Email

Microblogging SEO

Blogs/PodcastsContent SocialN t k

Blogs/Podcasts

Pure SocialNetworks

Networks

36

Networks

Social Media

Social Media Identity Theft

37Source: namechk

Conversations are Media

38Source: 2009 Edelman Trust Barometer

Times Are Changing

39

Crowd Sourcing Conferences

40

Open Government

41Source: US Federal Government

Democratizing Policy

42

Fool’s Game

Influencers

National News

Regional News

Local News

Trade Press

Target Audience

Bloggers Podcasters

43

New Influencers Are Not a Demographic

44

Photo by Periodico LaDemocaracia

Rethink the Photo Opp

45

Photo by Leo Reynolds

Brian Stauffer

Conversations are Intimate

46

Source: Universal McCann

Edgework

47

Source: Cobalt123

New Media Train Everyone

48

Everyone Needs Guidance

People ProcessPolicy Technologyp y

49

Celebrated Social Media Policy

50

Policy ElementsTransparency of

Public Information

RespectfulnessPenalties

PrivacyIT Policy

Social Media Policy ConfidentialityLegal Matters y ConfidentialityLegal Matters

DiplomacyCrisis Considerations

51

DisclaimersConflict Resolution

Conversations Shape Reputation R

ep

utta

tion

52Mainstream News Media

Source: Shel Holtz

Truth for Some People

53

News is Frequent Updating

54

Provide Social Media Training

55

Source: 2009 Digital Readiness Report

Your Cirriculum

Websites

New Media

Monitoring Email

Microblogging SEO

Blogs/PodcastsContent SocialN t k

Blogs/Podcasts

Pure SocialNetworks

Networks

56

Networks

Social Media

Morning Break

57

Guiding Principles

58

Play Nice

59

Pseudo-Anonymity

60

Democratize

61

Conversations have Demographics

Generation Gap

62

Source: Forrester Research

Filling Your Own News Hole

63

Transparency and Authenticity

64

Customer Service Rep as Spokesperson

65

Unintended Consequences

66

Retention Training Manual Leaked

67

Getting through the Filter

68

Revolution Rant

69

RevolutionaryAristocratEisner Lassiter

Share My Experience

70Source: On the Record…Online Podcast

Channel Map

Websites

New Media

Monitoring Email

Microblogging SEO

Blogs/PodcastsContent SocialN t k

Blogs/Podcasts

Pure SocialNetworks

Networks

71

Networks

Social Media

Websites and Online Newsrooms

72

Or This:

73

Resistance is Futile

74

Control vs. Credibility

75

End of Segmentation

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

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

76

Website is the Center Point

77

Organizing Your Web Presence First

1 Y b it i th t dibl1. Your website is the most crediblesource of information online about your organizationyour 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.

78

Making Online News Scanable

79

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

80

Logical PathLogical Path

Thumbnails in IndexThumbnails in Index

Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis

Subscription Kiosks

Subscription Kiosk with RSS,

Subscription Kiosk with RSS, Email and Sharing

Email and Sharing

The Subscription Kiosk should be used as a function element on every page within the online newsroom

81

online newsroom.

Subscription Kiosks ‐ RSS

Cli k bCli k bClickable RSS Text and Icon

Clickable RSS Text and Icon

Step One – Visitor clicks the RSS text or icon.

82

Subscription Kiosks – Custom Feeds

Help ScreenHelp Screen

Category Category

Sub Category Feed

Sub Category Feed

ry Feedry Feed

Sub Category Feed

Sub Category Feed

83

Generates Custom RSS Feed

Generates Custom RSS Feed

Subscription Kiosks – One‐Click Import

Close OptionClose Option

One Click Subscription to Google Reader or iGoogle

One Click Subscription to Google Reader or iGoogle

Close OptionClose Option

Subscribe via Internet Explorer or Firefox

Subscribe via Internet Explorer or Firefox

View Raw RSS FeedView Raw RSS Feed

84

Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw

Subscription Kiosks – Email Alerts

Cli k blCli k blClickable Alerts Text and Icon

Clickable Alerts Text and Icon

Step One – Visitor clicks the Alerts text or icon.

85

Subscription Kiosks – Email CAPTCHAs and Confirmations

Subscriber Subscriber Subscriber enters email address

Subscriber enters email address

CAPTCHA Code function with audio accessibility for

CAPTCHA Code function with audio accessibility for yvisually impaired visitors

yvisually impaired visitors

Confirmation Confirmation

86

Confirmation messageConfirmation message

Subscription Kiosks – Email Authentication Links

E il E il Email Sent from Online Newsroo

Email Sent from Online Newsroo

Unique URLUnique URL

m Domainm Domain

Step Three– Visitor clicks on an unique hyperlink sent to the registered email dd f th ’ d i

87

address from the newsroom’s domain.

Subscription Kiosks – Email Category and Sub Categories

88

Subscription Kiosks ‐ Sharing

Cli k bl Cli k bl Clickable Share Text and Icon

Clickable Share Text and Icon

S O Vi i Step One – Visitor clicks the Share text or icon.

89

Subscription Kiosks – Sharing via Social Networks

Clickable Share Clickable Share Clickable Share Text and IconClickable Share Text and Icon

Forward via EmailForward via Email

Format to PrintFormat to Print

Page Title, Website, Category, Publisher (Specific to General)

Page Title, Website, Category, Publisher (Specific to General)(Specific to General)(Specific to General)

PermalinkPermalink

90

Facebook CAPTCHAFacebook CAPTCHA

PermalinkPermalink

Subscription Kiosks – Sharing via Email

Optional Comments FieldOptional Comments Field

Recipient’s EmailRecipient’s Email

CAPTCHACAPTCHA

91

User CommentUser Comment

Page TitlePage Title URLURL

Experts Database

Expert Database Search ResultsExpert Database Search Results Expert Detail PageExpert Detail Page

S t B O tiS t B O ti

Paginated ResultsPaginated Results

Sort By OptionSort By Option

Searches “Area of Expertise” field (manually entered)

Searches “Area of Expertise” field (manually entered)

Thumbnail ImageThumbnail Image

Newsroom LinksNewsroom Links

92

Data Visualization Resource

93

Data Visualization Resource

94

Data Visualization - Embed Codes

95

Data Visualization - Beach Report Card

96

Gov 2.0 – IT Dashboard

97Source: US Federal Government

Gov 2.0 – Government as a Platform

98

Gov 2.0 - Impact of Public DiplomacyCairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama  Peak Freedom  Peak

99

Entergy Storm Center Maps Power Outages

Color Color Coded by SizeCoded by Size

Outage Street Level Detail

Outage Street Level Detail

100

Crisis Communications Template

Standard HomepageStandard

HomepageBlack Box HomepageBlack Box Homepage

Black Black BoxBox

Background Image

Background Image

No Background Image

No Background Image

Crisis FooterCrisis Footer

Standard FooterStandard Footer

101

Online Crisis Communications – Demand Spike

102

Domain Links Build Credibility

103

Source: Toyota Online Newsroom

Participatory PR

104

Go Where the People Are

105

Inviting them to your Domain to Socialize

106

Aligning with Back Channels

107

Debunking Misinformation

108

Lunch

109

Email

110Source: Universal McCann

Links vs. Attachments

111

Resource: Sending Large Files

112

Email Risks

113

Email Risks: Blogger Fights Back

114

unique visitor to lifehacker.com

Email Risks: Blogger Fights Back

115

Reverse Engineering Media Contact Lists

116

Media Contact Lists by Region

117

Jedi List Synchronization

a. Media Lists

b Outlook Exportsb. Outlook Exports

c. Opt ins

d. Professional contactsd. Professional contacts

118

Direct Communications: Coping with Attention Deficits

119

Email Newsletter Campaign Elements

1. Content Strategygy

2. Frequency

3. Email lists

4. Email Newsletter Templates

5. Landing Pages

6 M t/R ti6. Measurement/Reporting

120

Anatomy of the Blog

Source: Dickson Fong

121

Anatomy of the Blog: Blogs and Blog Posts

Blog/Homepage

Homepage

Blog PostAuthor/ Date

Blog Postg

Blog Post

122

Anatomy of the Blog: Permalinks

Permalink

123

Anatomy of the Blog: Feeds, Site and Social Search

RSS Feed

Blog Search

Social Search

Top Rated

124

Anatomy of the Blog: Hyperlinks

Hyperlink

Hyperlink

Hyperlink

125

Anatomy of the Blog: Comments

126

Anatomy of the Blog: Comment Moderation

Consider adding information babout turn

around time

127

Anatomy of the Blog: Comment Moderation

Consider adding moderation policy hyperlinkhyperlink

128

Anatomy of the Blog: Moderation Challenges

129

Anatomy of the Blog: Blog Rolls

Blog Roll

Blog Roll

130

Anatomy of the Blog: Widgets

WidgetWidget

Widget

idWidget

131

Credibility of Domain

132

Source: UCLA Online Newsroom

Astroturfing

133

Anatomy of the Blog: RSS

Open Tag - < >Close Tag - </ >

134

New Media Monitoring

Leveraging RSS:

1 Web based readers1. Web-based readers

2. Desktop-based readers

3. Email clients

135

Live Demo: Using Google Reader

136

New Media Notifications

137

Afternoon Break

138

Blogger Relations

139

Collective Intelligence?

140

Submit your attention

141

Participate

142

Courtship matters

143

You can’t buy passion

144

Set the record straight

145

Blogger Relations Etiquette

• Listen firstListen first

• Participate, don’t control

• Be of service

• Be modest

• Be authentic

• Be transparent

146

Case Study: Rock-Ola

147

Blogger Relations to Drive Media Relations

• Top 100 blogs

• Hyperlocal blogs

• Corporate blogsCorporate blogs

148

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

149

• Send suggestions by the preferred means

Online Reputation Management

150

Blog Crisis: Case Study

151

Case Study: Blog Crisis

Lessons Learned

• Acknowledge immediately on website or blog

• Identify influential bloggers in advance

l l f fl l bl• Cultivate an inner circle of influential bloggers

152

Corporate Blogs

153Source: Monsanto Blog

Unfiltered Conversation

154

Messaging through Sneeze Posts

155

Source: Monsanto Blog

Intro to Micro Blogging

S C t TV

156

Source: Current TV

Twitter as a News Source

157Source: Examiner.com

Anatomy of a Microblog

External Communications

Media Relations

158

Anatomy of a Twitter Client: TweetDeck

159

Crowd Sourcing Customer Service on Twitter

160

Anatomy of a Twitter: TweetChat

161

Hashtags.org

162

Anatomy of the Blog: TwitterFeed

163

Tracking Twitter Favorites

164

Tracking Tweets by Geography

165

Twitter Case Studies

166

Social Media for Parents

167

Social Media Training for Dads

168

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

169

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