New Media and Social Media Workshop

Instructor EricSchwartzman

San Francisco Sept 24 2009

Day One

2

Housekeeping

bull Breaks and Lunch

bull Cell Phones

bull Introductory Immersion

bull Technical Problems

bull New Vocabulary

bull Curriculum

bull Slides are Numbered

bull Handouts are Digital

bull ID is ericschwartzman

bull Twitter Hashtag SocMedBootCamp

bull Spam Email Account

bull Web Browsers

2

Housekeeping

bull Breaks and Lunch

bull Cell Phones

bull Introductory Immersion

bull Technical Problems

bull New Vocabulary

bull Curriculum

bull Slides are Numbered

bull Handouts are Digital

bull ID is ericschwartzman

bull Twitter Hashtag SocMedBootCamp

bull Spam Email Account

bull Web Browsers

3

Mayor Jerry Brown

Britney Spears

News Media Addict

Star Wars 30th Anniversary

Pussycat DollsAcademy Awards

4

Message Map

Data Points

Overarching Message

Supporting Messages

5

Mainstream Media Training

6

Plenty of Options

Public Affairs

CustomerRelations

Investor Relations

Labor Relations

Community Relations

Industry Relations

Media Relations

Analyst Relations

Public Relations

7

Media Relations

Mass Media Addict

Television Magazines

Radio

Newspapers

8

Junket Junkie

9

Controlled Communications

10

Conforming to News Cycles

Photo by Olivander

11

News Break Strategy

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

12

Scoring Ink

13

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

Journalists Relying on Company Websites

Source PR Week

20

Email Blasts

21

New Media Driving Purchasing Decisions

Source Universal McCann

12

3

22

Page Rank is the New PR

23

Social Web Arrives

Microblogging

Email

SEO

BlogsPodcastsContent SocialNetworks

Websites

Pure SocialNetworks

Monitoring

24

Web Gets Easy

25

Photo by Spackletoe

Convenience Communications

bull Contentrsquos claim to the crown

bull User experience and reputation

bull Flash PDFs UI Navigation

bull Ease of Use and Adoption

Evolution of Customer Experience

Usability Expert Jakob Nielsen on User Experience and Reputation

26

Convenience Online

Source Sit or Squat

search reviewfilter share

27

User Experience is Conversation

User Ratings on Comments

Social Search

28

What You Say vs What You Do

Whopper Big Mac SubwaySource This Piggy Blog

29

Higher Power

Whopper Big Mac Subway

30

Citizen Journalism

31

No Secrets

32

90 Million Photo Journalists

Source Twitpic

33

For Immediate Discovery

bull Search is immediate

bull Blogging is immediate

bull Shorter patience thresholds

bull Sharing is nice

bull Anticipate and respond

Photo by Juandazeng

34

Web Surpasses Mainstream Media Channels

Source Pew Internet

35

Analog Dollars to Digital Pennies

Source Newspaper Association of America

36

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

37

Social Media Surge

Source Friendfeed

38

Social Media Identity Theft

Source namechk

39

Conversations are Media

Source 2009 Edelman Trust Barometer

40

Crowd Sourcing Conferences

41

Crowd Sourcing Public Policy

42

Crowd Sourcing Votes through Social Media

43

Crowd Sourcing Search Trends

44

Crowd Sourcing Related Searches

45

Crowd Sourcing Relevant Concepts

46

Crowd Souring National Interest

47

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

Foolrsquos Game

Bloggers Podcasters

48

Photo by Periodico LaDemocaracia

Just Say No

49

Conversations are Addictive

Photo by Why Not Studios

50

Price of Free

1 Conversion leaks

2 Investing time in technology

3 Unsupported technology

4 Interoperability

5 Workflow management

6 Storage

51

Rethink the Photo Opp

Photo by Leo Reynolds

Brian Stauffer

52

Conversations are Intimate

Source Universal McCann

53

Edgework

Source Cobalt123

54

Rep

uta

tion

Mainstream News Media

Conversations Shape Reputation

Source Shel Holtz

55

Truth for Some People

56

News is Frequent Updating

57

New Media Train Everyone

58

Provide Social Media Training

Source 2009 Digital Readiness Report

59

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Your Cirriculum

Email

SEO

Websites

New Media

60

Morning Break

61

Social Media Statistics

62

Trustworthies

Source 2009 Edelman Trust Barometer

63

Trust in Government

Source 2009 Edelman Trust Barometer

64

NGOs Most Trusted

Source 2009 Edelman Trust Barometer

65

Benefit of Leveraging Channels

Source 2009 Edelman Trust Barometer

66

ROI of Trust

Source 2009 Edelman Trust Barometer

67

Gaining Public Trust

Source 2009 Edelman Trust Barometer

68

Conversations have Demographics

Generation Gap

Source Forrester Research

69

Guiding Principles

70

Filling Your Own News Hole

71

Transparency and Authenticity

72

Customer Service Rep as Spokesperson

73

Unintended Consequences

74

Retention Training Manual Leaked

75

Getting through the Filter

76

Revolution Rant

RevolutionaryAristocratEisner Lassiter

77

Share My Experience

Source On the RecordhellipOnline Podcast

78

Mainstream Media in Recession

Quantity and Perceived Credibility of UGM Increasing

Peers more Trusted than Official Spokespersons

Government Currently Least Trusted Sector

Frequent and Honest Communications Build Trust

Multiple Information Sources Enhances Credibility

New Media and Social Media offer Effective and Efficient Channels for Informing Conversations

Recap

Source 2009 Edelman Trust Barometer

79

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Channel Map

Email

SEO

Websites

New Media

80

New Media Priorities of Government Agencies

81

Websites and Online Newsrooms

82

Or This

83

Website is the Center Point

84

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

85

Making Online News Scanable

86

Main

Nav

by T

op

icS

ub

Nav

for

Med

ia

Column 1 Column 2 Column 3 Column 4

Lead Story with Clickable Thumbnail

Logical Path

Headline

Thumbnails in Index

Site Search

Press Info

Subscriptions

Sub HeadlinePrimary Emphasis

Ho

t T

op

ics

Secondary Emphasis

UCLA Online Newsroom

87

Subscription Kiosk with RSS Email and Sharing

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

Subscription Kiosks

88

Clickable RSS Text and Icon

Step One ndash Visitor clicks the RSS text or icon

Subscription Kiosks - RSS

89

Category Feed

Sub Category Feed

Sub Category Feed

Generates Custom RSS Feed

Help Screen

Subscription Kiosks ndash Custom Feeds

90

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

One Click Subscription to Google Reader or iGoogle

Subscribe via Internet Explorer or Firefox

View Raw RSS Feed

Close Option

Subscription Kiosks ndash One-Click Import

91

Clickable Alerts Text and Icon

Step One ndash Visitor clicks the Alerts text or icon

Subscription Kiosks ndash Email Alerts

92

CAPTCHA Code function with audio accessibility for visually impaired visitors

Subscriber enters email address

Confirmation message

Subscription Kiosks ndash Email CAPTCHAs and Confirmations

93

Step Threendash Visitor clicks on an unique hyperlink sent to the registered email address from the newsroomrsquos domain

Unique URL

Email Sent from Online Newsroom Domain

Subscription Kiosks ndash Email Authentication Links

94

Subscription Kiosks ndash Email Category and Sub Categories

95

Clickable Share Text and Icon

Step One ndash Visitor clicks the Share text or icon

Subscription Kiosks - Sharing

96

Clickable Share Text and Icon

Forward via Email

Format to Print

Page Title Website Category Publisher (Specific to General)

Facebook CAPTCHA

Permalink

Subscription Kiosks ndash Sharing via Social Networks

97

Optional Comments Field

CAPTCHA

Recipientrsquos Email

Subscription Kiosks ndash Sharing via Email

User Comment

Page Title URL

98

Searches ldquoArea of Expertiserdquo field (manually entered)

Expert Database Search Results

Paginated Results

Newsroom Links

Expert Detail Page

Sort By Option

Thumbnail Image

Experts Database

99

Data Visualization Resource

100

Data Visualization Resource

101

Data Visualization - Embed Codes

102

Data Visualization - Beach Report Card

103

Gov 20 ndash IT Dashboard

Source US Federal Government

104

Gov 20 ndash Government as a Platform

105

Gov 20 - Impact of Public DiplomacyCairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak

106

Color Coded by Size

Outage Street Level Detail

Entergy Storm Center Maps Power Outages

107

Black Box

Standard Homepage

Background Image

No Background Image

Crisis Footer

Standard Footer

Black Box Homepage

Crisis Communications Template

108

Online Crisis Communications ndash Demand Spike

109

Domain Links Build Credibility

Source Toyota Online Newsroom

110

Participatory PR

111

Go Where the People Are

112

Inviting them to your Domain to Socialize

113

Aligning with Back Channels

114

Debunking Misinformation

115

Email

Source Universal McCann

116

Links vs Attachments

117

Resource Sending Large Files

118

Email Risks

119

Email Risks Blogger Fights Back

unique visitor to lifehackercom

120

Email Risks Blogger Fights Back

121

Reverse Engineering Media Contact Lists

122

Media Contact Lists by Region

123

List Management

a Media Lists

b Outlook Exports

c Opt ins

d Professional contacts

124

Direct Communications Coping with Attention Deficits

125

Email Newsletter Campaign Elements

1 Content Strategy

2 Frequency

3 Email lists

4 Email Newsletter Templates

5 Landing Pages

6 MeasurementReporting

126

Lunch

127

Anatomy of the Blog

Source Dickson Fong

128

Anatomy of the Blog Blogs and Blog Posts

BlogHomepage

Blog Post

Blog Post

Blog Post

Homepage

Author Date

129

Anatomy of the Blog Permalinks

Permalink

130

Anatomy of the Blog Feeds Site and Social Search

Blog Search

Social Search

Top Rated

RSS Feed

131

Anatomy of the Blog Hyperlinks

Hyperlink

Hyperlink

Hyperlink

132

Anatomy of the Blog Comments

133

Anatomy of the Blog Comment Moderation

Consider adding information about turn around time

134

Anatomy of the Blog Comment Moderation

Consider adding moderation policy hyperlink

135

Anatomy of the Blog Moderation Challenges

136

Anatomy of the Blog Blog Rolls

Blog Roll

Blog Roll

137

Anatomy of the Blog Widgets

Widget

Widget

Widget

138

Anatomy of the Blog Tags Clouds

A list of tags where size reflects popularity

139

Anatomy of the Blog Widgets

140

Astroturfing

141

Anatomy of the Blog TwitterFeed

142

Open Tag - lt gtClose Tag - lt gt

Anatomy of the Blog RSS

143

New Media Monitoring

Leveraging RSS

1 Web-based readers

2 Desktop-based readers

3 Email clients

144

Live Demo Using Google Reader

145

Live Demo Email Alerts

146

Afternoon Break

147

Guidelines for Bloggers

148

Play Nice

149

Pseudo-Anonymity

150

Summarize

151

One to Many

152

Democratize

153

Unfiltered

154

Blogger Ethics

155

Thou shall not confuse thy opinion with truth

156

Thou shall not invoke personal attacks

157

Thou shall stick to the subject at hand

158

Thou shall cite thy references

159

Thou shall punctuate and capitalize

160

Thou shall own up to thy mistakes

161

Thou shall not use aliases or sock puppets

162

Thou shall not feed the trolls

163

Thou shall resize thy images

164

Blogger Ethics Other Issues

bull Transparency How and when should a blogger reveal revenue sources

bull Pay for play Blog posts tweets and more as marketing tools

bull Online privacy

bull Astroturfing Organizations creating artificial grassroots campaigns

bull Compliance and Legal What should a corporate blog policy look like What are a bloggers legal obligations

165

Blogging Implementation Benefits

bull Humanizes and personalizes

bull Fosters asynchronous communications

bull Crosses geographic boundaries

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

bull Effectiveness can be assessed by monitoring online conversations

166

Social Media Policies

People ProcessPolicy Technology

167

Social Media Policy

168

Guidance

Social Media Policy

Transparency of Information Intended for

Public Release

Respectfulness

Privacy

Confidentiality

Diplomacy

DisclaimersConflict Resolution

Combat Considerations

Legal Matters

IT Policy

Penalties

169

The Practice of Blogging

If I were going to start a blog now I would go very very very niche -- as niche as you can getif you pick something specific and maybe thats 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

170

Wonder Wheeling Blog Post Ideas

171

10 Techniques for Drawing Blog Comments

bull Invite comments

bull Ask questions

bull Be open-ended

bull Interact with comments

bull Set boundaries

bull Be humble

bull Be gracious

bull Be controversial

bull Reward comments

bull Make commenting easysource problogger

172

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

173

Benefits of Blogging

174

Who Says You Canrsquot Blog

Source Monsanto Blog

175

Unfiltered Conversation

176

Messaging through Sneeze Posts

Source Monsanto Blog

177

Your Domain has Credibility

Source UCLA Online Newsroom

178

Blogger Relations

179

Collective Intelligence

180

Submit your attention

181

Participate

182

Courtship matters

183

No Broadcast Distribution

184

Humanize

185

You canrsquot buy passion

186

Set the record straight

187

Blogger Relations Etiquette

bull Listen before talking

bull Participate donrsquot control

bull Be of service

bull Be modest

bull Be authentic

bull Be transparent

188

Case Study Microsoft

189

Case Study Nokia

190

Case Study Rock-Ola

191

Blogger Relations to Drive Media Relations

bull Top 100 blogs

bull Hyperlocal blogs

bull Corporate blogs

192

Cory Doctorowrsquos Blogger Relations Tips

bull Have a link

bull Have a permanent link

bull Have a link for everything

bull Avoid flash sites

bull Avoid PDFs

bull Make video downloadable and streamable

bull Put your URL on your images

bull Linking policies are ridiculous

bull Specify credit and usage rights

bull Send suggestions by the preferred means

193

Online Reputation Management

194

Blog Crisis Case Study

195

Case Study Blog Crisis

Lessons Learned

bull Acknowledge immediately on website or blog

bull Identify influential bloggers in advance

bull Cultivate an inner circle of influential bloggers

bull One on one blogger relations impractical

196

Intro to Micro Blogging

Source Current TV

197

Twitter as a News Source

Source Examinercom

198

Anatomy of a Microblog

External Communications

Media Relations

199

Anatomy of a Twitter Client TweetDeck

200

Crowd Sourcing Customer Service on Twitter

201

Anatomy of a Twitter TweetChat

202

Hashtagsorg

203

Twitter Case Studies

204

Social Media Insider Secrets

205

Social Media Training for Dads

206

Eric Schwartzman

(310) 463-4026 Phone

ebs[at]schwartzmanpr[dot]com Email

schwartzmanprcom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30