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Your Gateway to Online Audiences
       New Media and Social Media:
Understanding New Communications Technologies




    ...
Recovering News Junkie




     Star Wars 30th Anniversary                    Academy Awards




     Pussycat Dolls      ...
• What it was like

• What happened

• How it is now




                     3
Control Freak




                Overarching
                Message



                Supporting
                Messag...
Media Training




                 5
Word of Mouth Channels


                             Media Relations


               Customer                          I...
Mass Media


                  Newspapers




    Television   Media Relations   Magazines




                     Radio
...
Influence Peddling




                     8
Tools of the Trade




                     9
Mainstream News Media Cycles




                               Photo by Olivander




                                   ...
News Break Strategy



                      Influencers




                  National News




                  Regiona...
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




                   ...
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
     ...
New Media Drives Purchasing Decisions




                           1
                               2
                  ...
Clicks Instead of Clips




Source: Wikipedia

                          22
From Push to Pull




                    23
Getting Found through Search




                               24
New Media Got Social


                            Websites




            Monitoring                        Email




  ...
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, Na...
Marketing Convenience with Apps




               search   filter   review   share



Source: Sit or Squat

             ...
User Experience Generates Conversation


                                        Social Search




             User Ratin...
Brand Ownership Changed Hands




Source: This Piggy Blog
                          Whopper   Big Mac   Subway
           ...
Self Policing through Social Antibodies




      Whopper          Big Mac            Subway
                             ...
Citizen Journalism




                     32
No Secrets




             33
No Where to Hide

                   Social browser widget




 Website as
social object




                             ...
Consumer Generated Photo Opp




Source: Twitpic
                                35
Rethink the Photo Opp




                        Photo by Leo Reynolds




                                              ...
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...
Social Cyber Squatting




   Source: namechk

                         40
Business Case for Social Media




     Source: 201o Edelman Trust Barometer



                                          ...
Single Point of Entry




                        Website




                                  42
Multiple Points of Entry




                              FB Fan Page

                                               Lin...
Intimate Media vs. Crowd Sourcing




Source: Universal McCann

                                    44
Edgework: Enterprise Wide Engagement


                             center

                              edges

         ...
Change Management




People    Policy    Process   Technology




                                           46
Policy Elements                               Transparency of
                                                   Public
  ...
Instituting Corporate Policy
   Dept.              Risk                   Opportunity
   HR                 Existing polic...
www.SocialMediaPolicyTemplate.com




                                    49
US Dept. of State




                    Photo by:   USAID_IMAGES




                                               50
What Makes Social Media Exciting?
Cairo Speech   “Obama” Peak   “Freedom” Peak




                                       ...
Social Media is a Team Sport




                               Photo by o0besesed




                                   ...
Team Tweeting




Team Tweeters


                                News Stands
                                  Alone




...
Team Tweeting




                54
Socialization




                55
Participatory PR




                   56
Conversations Shape Reputation




                                             Rep u t at ion
                     Mainst...
News is the Frequent Updating of Information




                                               58
Fool’s Game



                      Influencers




                   National News




                   Regional News...
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. In...
Shortcomings of Facebook




Source: On the Record…Online Podcast   69
Discoverability and Amplification

                                                 New Media
                            ...
Social Media Training is Job Security




 Source: 2009 Digital Readiness Report


                                       ...
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

            ...
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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.

Published in: Business, Technology
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Transcript of "Licensing University: Understanding Social Media"

  1. 1. Your Gateway to Online Audiences New Media and Social Media: Understanding New Communications Technologies Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
  2. 2. Recovering News Junkie Star Wars 30th Anniversary Academy Awards Pussycat Dolls Salt Lake Olympics Britney Spears 2
  3. 3. • What it was like • What happened • How it is now 3
  4. 4. Control Freak Overarching Message Supporting Messages Data Points 4
  5. 5. Media Training 5
  6. 6. Word of Mouth Channels Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 6
  7. 7. Mass Media Newspapers Television Media Relations Magazines Radio 7
  8. 8. Influence Peddling 8
  9. 9. Tools of the Trade 9
  10. 10. Mainstream News Media Cycles Photo by Olivander 10
  11. 11. News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 11
  12. 12. Score Ink 12
  13. 13. Addicted to the Illusion of Control 13
  14. 14. White Light Experience 14
  15. 15. Evolution of Media 15
  16. 16. Web Gave Life to New Media Websites Email SEO 16
  17. 17. New Media as Mass Media Photo by Adulau 17
  18. 18. Control through Stridence 18
  19. 19. Fax and Email 19
  20. 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 20
  21. 21. New Media Drives Purchasing Decisions 1 2 3 Source: Universal McCann 21
  22. 22. Clicks Instead of Clips Source: Wikipedia 22
  23. 23. From Push to Pull 23
  24. 24. Getting Found through Search 24
  25. 25. New Media Got Social Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 25
  26. 26. It’s to Got be Easy 26
  27. 27. 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
  28. 28. Marketing Convenience with Apps search filter review share Source: Sit or Squat 28
  29. 29. User Experience Generates Conversation Social Search User Ratings on Comments 29
  30. 30. Brand Ownership Changed Hands Source: This Piggy Blog Whopper Big Mac Subway 30
  31. 31. Self Policing through Social Antibodies Whopper Big Mac Subway 31
  32. 32. Citizen Journalism 32
  33. 33. No Secrets 33
  34. 34. No Where to Hide Social browser widget Website as social object 34
  35. 35. Consumer Generated Photo Opp Source: Twitpic 35
  36. 36. Rethink the Photo Opp Photo by Leo Reynolds 36
  37. 37. Web Surpasses Mainstream Media Channels Source: Pew Internet 37
  38. 38. Press Pool Evaporates (9,500 Jobs Lost in 2009) Source: Papercuts 38
  39. 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 39
  40. 40. Social Cyber Squatting Source: namechk 40
  41. 41. Business Case for Social Media Source: 201o Edelman Trust Barometer 41
  42. 42. Single Point of Entry Website 42
  43. 43. Multiple Points of Entry FB Fan Page Linkedin Podcast Twitter Website Blog YouTube Slideshare 43
  44. 44. Intimate Media vs. Crowd Sourcing Source: Universal McCann 44
  45. 45. Edgework: Enterprise Wide Engagement center edges world Source: Cobalt123 45
  46. 46. Change Management People Policy Process Technology 46
  47. 47. Policy Elements Transparency of Public Information Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Crisis Diplomacy Considerations Conflict Disclaimers Resolution 47
  48. 48. 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
  49. 49. www.SocialMediaPolicyTemplate.com 49
  50. 50. US Dept. of State Photo by: USAID_IMAGES 50
  51. 51. What Makes Social Media Exciting? Cairo Speech “Obama” Peak “Freedom” Peak 51
  52. 52. Social Media is a Team Sport Photo by o0besesed 52
  53. 53. Team Tweeting Team Tweeters News Stands Alone Conversations are Owned 53
  54. 54. Team Tweeting 54
  55. 55. Socialization 55
  56. 56. Participatory PR 56
  57. 57. Conversations Shape Reputation Rep u t at ion Mainstream News Media Source: Shel Holtz 57
  58. 58. News is the Frequent Updating of Information 58
  59. 59. Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 59
  60. 60. Toyota.com Case Study 60
  61. 61. HealtheBay.org Data Visualization in Online Newsrooms 61
  62. 62. HealtheBay.org Conversation Worthy, without Comments 62
  63. 63. HealtheBay.org Widgets in Online Newsrooms 63
  64. 64. HealtheBay.org Socializing Data from Online Newsrooms 64
  65. 65. Surrender to the Conversation 65
  66. 66. Don’t just pitch. Publish 66
  67. 67. Social Media Train Your Crew 67
  68. 68. Price of Free Social Networks 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 68
  69. 69. Shortcomings of Facebook Source: On the Record…Online Podcast 69
  70. 70. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 70
  71. 71. Social Media Training is Job Security Source: 2009 Digital Readiness Report 71
  72. 72. www.SocialMediaBootCamp.com Source: Social Media Training Calendar 72
  73. 73. Coming 2011 73
  74. 74. Online Communications Clients • Strategy • Training • Implementation 74
  75. 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 75
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