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Licensing University: Understanding Social Media
 

Licensing University: Understanding Social Media

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www.socialmediabootcamp.com instructor Eric Schwartzman led this session at the Licensing Show in Las Vegas 2010.

www.socialmediabootcamp.com instructor Eric Schwartzman led this session at the Licensing Show in Las Vegas 2010.

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    Licensing University: Understanding Social Media Licensing University: Understanding Social Media Presentation Transcript

    • Your Gateway to Online Audiences New Media and Social Media: Understanding New Communications Technologies Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
    • Recovering News Junkie Star Wars 30th Anniversary Academy Awards Pussycat Dolls Salt Lake Olympics Britney Spears 2
    • • What it was like • What happened • How it is now 3
    • Control Freak Overarching Message Supporting Messages Data Points 4
    • Media Training 5
    • Word of Mouth Channels Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 6
    • Mass Media Newspapers Television Media Relations Magazines Radio 7
    • Influence Peddling 8
    • Tools of the Trade 9
    • Mainstream News Media Cycles Photo by Olivander 10
    • News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 11
    • Score Ink 12
    • Addicted to the 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
    • Fax and Email 19
    • 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 20
    • New Media Drives Purchasing Decisions 1 2 3 Source: Universal McCann 21
    • Clicks Instead of Clips Source: Wikipedia 22
    • From Push to Pull 23
    • Getting Found through Search 24
    • New Media Got Social Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 25
    • It’s to Got be Easy 26
    • Minimize Friction • Ease of use • Content’s claim to the crown • User experience and reputation • Flash, PDFs, UI, Navigation • Ease of Use and Adoption Photo by Spackletoe Evolution of Customer Experience 27
    • Marketing Convenience with Apps search filter review share Source: Sit or Squat 28
    • User Experience Generates Conversation Social Search User Ratings on Comments 29
    • Brand Ownership Changed Hands Source: This Piggy Blog Whopper Big Mac Subway 30
    • Self Policing through Social Antibodies Whopper Big Mac Subway 31
    • Citizen Journalism 32
    • No Secrets 33
    • No Where to Hide Social browser widget Website as social object 34
    • Consumer Generated Photo Opp Source: Twitpic 35
    • Rethink the Photo Opp Photo by Leo Reynolds 36
    • Web Surpasses Mainstream Media Channels Source: Pew Internet 37
    • Press Pool Evaporates (9,500 Jobs Lost in 2009) Source: Papercuts 38
    • For Immediate Discovery • Old methods stopped working • Fewer news media opps to place • Social media was immediate •Reputations defined by conversations Photo by Juandazeng 39
    • Social Cyber Squatting Source: namechk 40
    • Business Case for Social Media Source: 201o Edelman Trust Barometer 41
    • Single Point of Entry Website 42
    • Multiple Points of Entry FB Fan Page Linkedin Podcast Twitter Website Blog YouTube Slideshare 43
    • Intimate Media vs. Crowd Sourcing Source: Universal McCann 44
    • Edgework: Enterprise Wide Engagement center edges world Source: Cobalt123 45
    • Change Management People Policy Process Technology 46
    • Policy Elements Transparency of Public Information Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Crisis Diplomacy Considerations Conflict Disclaimers Resolution 47
    • Instituting Corporate Policy Dept. Risk Opportunity HR Existing policy Goodwill with work violations; policing force; recruiting IT Information Reduce network and security; data loss desktop support requests Legal Copyright, free Better corp. speech, libel and oversight; tighter audit trails controls Marketing Aggravate brand Enable market to fracture self-educate Customer Service Perceived Reduce call center productivity loss demand PR Negligible Unfiltered communications PA Negligible ID opposition points IR Selective disclosure Better shareholder communications 48
    • www.SocialMediaPolicyTemplate.com 49
    • US Dept. of State Photo by: USAID_IMAGES 50
    • What Makes Social Media Exciting? Cairo Speech “Obama” Peak “Freedom” Peak 51
    • Social Media is a Team Sport Photo by o0besesed 52
    • Team Tweeting Team Tweeters News Stands Alone Conversations are Owned 53
    • Team Tweeting 54
    • Socialization 55
    • Participatory PR 56
    • Conversations Shape Reputation Rep u t at ion Mainstream News Media Source: Shel Holtz 57
    • News is the Frequent Updating of Information 58
    • Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 59
    • Toyota.com Case Study 60
    • HealtheBay.org Data Visualization in Online Newsrooms 61
    • HealtheBay.org Conversation Worthy, without Comments 62
    • HealtheBay.org Widgets in Online Newsrooms 63
    • HealtheBay.org Socializing Data from Online Newsrooms 64
    • Surrender to the Conversation 65
    • Don’t just pitch. Publish 66
    • Social Media Train Your Crew 67
    • Price of Free Social Networks 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 68
    • Shortcomings of Facebook Source: On the Record…Online Podcast 69
    • Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 70
    • Social Media Training is Job Security Source: 2009 Digital Readiness Report 71
    • www.SocialMediaBootCamp.com Source: Social Media Training Calendar 72
    • Coming 2011 73
    • Online Communications Clients • Strategy • Training • Implementation 74
    • 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 75