New Media Boot Camp Day One20090924

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New Media Boot Camp Day One20090924

  1. 1. New Media and Social Media Workshop Instructor: @EricSchwartzman San Francisco, Sept. 24, 2009 Day One
  2. 2. Housekeeping • Breaks and Lunch • Cell Phones • Introductory Immersion • Technical Problems • New Vocabulary • Curriculum • Slides are Numbered • Handouts are Digital • ID is @ericschwartzman • Twitter Hashtag #SocMedBootCamp • Spam Email Account • Web Browsers 2
  3. 3. News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 3
  4. 4. Message Map Overarching Message Supporting Messages Data Points 4
  5. 5. Mainstream Media Training 5
  6. 6. Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 6
  7. 7. Mass Media Addict Newspapers Television Media Relations Magazines Radio 7
  8. 8. Junket Junkie 8
  9. 9. Controlled Communications 9
  10. 10. Conforming to News Cycles Photo by Olivander 10
  11. 11. News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 11
  12. 12. Scoring Ink 12
  13. 13. 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. Journalists Relying on Company Websites Source: PR Week 19
  20. 20. Email Blasts 20
  21. 21. New Media Driving Purchasing Decisions 1 2 3 Source: Universal McCann 21
  22. 22. Page Rank is the New PR 22
  23. 23. Social Web Arrives Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 23
  24. 24. Web Gets Easy 24
  25. 25. Convenience Communications • 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 Usability Expert Jakob Nielsen on User Experience and Reputation 25
  26. 26. Convenience Online search filter review share Source: Sit or Squat 26
  27. 27. User Experience is Conversation Social Search User Ratings on Comments 27
  28. 28. What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 28
  29. 29. Higher Power Whopper Big Mac Subway 29
  30. 30. Citizen Journalism 30
  31. 31. No Secrets 31
  32. 32. 90 Million Photo Journalists Source: Twitpic 32
  33. 33. For Immediate Discovery • Search is immediate • Blogging is immediate • Shorter patience thresholds • Sharing is nice • Anticipate and respond Photo by Juandazeng 33
  34. 34. Web Surpasses Mainstream Media Channels Source: Pew Internet 34
  35. 35. Analog Dollars to Digital Pennies Source: Newspaper Association of America 35
  36. 36. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 36
  37. 37. Social Media Surge Source: Friendfeed 37
  38. 38. Social Media Identity Theft Source: namechk 38
  39. 39. Conversations are Media Source: 2009 Edelman Trust Barometer 39
  40. 40. Crowd Sourcing Conferences 40
  41. 41. Crowd Sourcing Public Policy 41
  42. 42. Crowd Sourcing Votes through Social Media 42
  43. 43. Crowd Sourcing Search Trends 43
  44. 44. Crowd Sourcing Related Searches 44
  45. 45. Crowd Sourcing Relevant Concepts 45
  46. 46. Crowd Souring National Interest 46
  47. 47. Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 47
  48. 48. Just Say No Photo by Periodico LaDemocaracia 48
  49. 49. Conversations are Addictive Photo by Why Not Studios 49
  50. 50. Price of Free 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 50
  51. 51. Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer 51
  52. 52. Conversations are Intimate Source: Universal McCann 52
  53. 53. Edgework Source: Cobalt123 53
  54. 54. Conversations Shape Reputation Rep u t at ion Source: Shel Holtz Mainstream News Media 54
  55. 55. Truth for Some People 55
  56. 56. News is Frequent Updating 56
  57. 57. New Media Train Everyone 57
  58. 58. Provide Social Media Training Source: 2009 Digital Readiness Report 58
  59. 59. Your Cirriculum New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 59
  60. 60. Morning Break 60
  61. 61. Social Media Statistics 61
  62. 62. Trustworthies Source: 2009 Edelman Trust Barometer 62
  63. 63. Trust in Government Source: 2009 Edelman Trust Barometer 63
  64. 64. NGOs Most Trusted Source: 2009 Edelman Trust Barometer 64
  65. 65. Benefit of Leveraging Channels Source: 2009 Edelman Trust Barometer 65
  66. 66. ROI of Trust Source: 2009 Edelman Trust Barometer 66
  67. 67. Gaining Public Trust Source: 2009 Edelman Trust Barometer 67
  68. 68. Conversations have Demographics Generation Gap Source: Forrester Research 68
  69. 69. Guiding Principles 69
  70. 70. Filling Your Own News Hole 70
  71. 71. Transparency and Authenticity 71
  72. 72. Customer Service Rep as Spokesperson 72
  73. 73. Unintended Consequences 73
  74. 74. Retention Training Manual Leaked 74
  75. 75. Getting through the Filter 75
  76. 76. Revolution Rant Eisner Aristocrat Revolutionary Lassiter 76
  77. 77. Share My Experience Source: On the Record…Online Podcast 77
  78. 78. Recap  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 Source: 2009 Edelman Trust Barometer 78
  79. 79. Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 79
  80. 80. New Media Priorities of Government Agencies 80
  81. 81. Websites and Online Newsrooms 81
  82. 82. Or This: 82
  83. 83. Website is the Center Point 83
  84. 84. Organizing Your Web Presence First 1. Your website is the most credible source 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. 84
  85. 85. Making Online News Scanable 85
  86. 86. UCLA Online Newsroom Column 1 Column 2 Column 3 Column 4 Sub Nav for Main Nav by Topic Press Info Site Search Subscriptio ns Media Secondary Emphasis Lead Story with Clickable Topics Hot Thumbnail Headline Primary Logical Thumbnails in Sub Headline Emphasis Path Index 86
  87. 87. Subscription Kiosks Subscript ion Kiosk with RSS, Email and Sharing The Subscription Kiosk should be used as a function element on every page within the online newsroom. 87
  88. 88. Subscription Kiosks - RSS Clickab le RSS Text and Icon Step One – Visitor clicks the RSS text or icon. 88
  89. 89. Subscription Kiosks – Custom Feeds Help Screen Sub Category Feed Catego ry Feed Sub Category Feed Generates Custom RSS Feed 89
  90. 90. Subscription Kiosks – One-Click Import Close Option One Click Subscription to Google Reader or iGoogle Subscribe via Internet Explorer or Firefox View Raw RSS Feed Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, 90 subscribe via browser or view a raw
  91. 91. Subscription Kiosks – Email Alerts Clickabl e Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. 91
  92. 92. Subscription Kiosks – Email CAPTCHAs and Confirmations Subscriber enters email address CAPTCHA Code function with audio accessibility for visually impaired visitors Confirmation message 92
  93. 93. Subscription Kiosks – Email Authentication Links Email Sent from Online Newsroo m Unique Domain URL Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain. 93
  94. 94. Subscription Kiosks – Email Category and Sub Categories 94
  95. 95. Subscription Kiosks - Sharing Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon. 95
  96. 96. Subscription Kiosks – Sharing via Social Networks Clickable Share Text and Icon Forward via Email Format to Print Page Title, Website, Category, Publisher (Specific to General) Permalink Facebook CAPTCHA 96
  97. 97. Subscription Kiosks – Sharing via Email Recipient’s Email Optional Comments Field CAPTCHA User Comment Page Title URL 97
  98. 98. Experts Database Expert Database Search Results Expert Detail Page Sort By Option Paginated Results Searches “Area of Expertise” field (manually entered) Thumbnail Image Newsroom Links 98
  99. 99. Data Visualization Resource 99
  100. 100. Data Visualization Resource 100
  101. 101. Data Visualization - Embed Codes 101
  102. 102. Data Visualization - Beach Report Card 102
  103. 103. Gov 2.0 – IT Dashboard Source: US Federal Government 103
  104. 104. Gov 2.0 – Government as a Platform 104
  105. 105. Gov 2.0 - Impact of Public Diplomacy Cairo Speech “Obama” Peak “Freedom” Peak 105
  106. 106. Entergy Storm Center Maps Power Outages Color Coded by Size Outage Street Level Detail 106
  107. 107. Crisis Communications Template Standard Black Box Homepage Homepage Black Box Background No Background Image Image Crisis Footer Standard Footer 107
  108. 108. Online Crisis Communications – Demand Spike 108
  109. 109. Domain Links Build Credibility Source: Toyota Online Newsroom 109
  110. 110. Participatory PR 110
  111. 111. Go Where the People Are 111
  112. 112. Inviting them to your Domain to Socialize 112
  113. 113. Aligning with Back Channels 113
  114. 114. Debunking Misinformation 114
  115. 115. Email Source: Universal McCann 115
  116. 116. Links vs. Attachments 116
  117. 117. Resource: Sending Large Files 117
  118. 118. Email Risks 118
  119. 119. Email Risks: Blogger Fights Back unique visitor to lifehacker.com 119
  120. 120. Email Risks: Blogger Fights Back 120
  121. 121. Reverse Engineering Media Contact Lists 121
  122. 122. Media Contact Lists by Region 122
  123. 123. List Management a. Media Lists b. Outlook Exports c. Opt ins d. Professional contacts 123
  124. 124. Direct Communications: Coping with Attention Deficits 124
  125. 125. Email Newsletter Campaign Elements 1. Content Strategy 2. Frequency 3. Email lists 4. Email Newsletter Templates 5. Landing Pages 6. Measurement/Reporting 125
  126. 126. Lunch 126
  127. 127. Anatomy of the Blog Source: Dickson Fong 127
  128. 128. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post Blog Post 128
  129. 129. Anatomy of the Blog: Permalinks Permalink 129
  130. 130. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 130
  131. 131. Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink 131
  132. 132. Anatomy of the Blog: Comments 132
  133. 133. Anatomy of the Blog: Comment Moderation Consider adding information about turn around time 133
  134. 134. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 134
  135. 135. Anatomy of the Blog: Moderation Challenges 135
  136. 136. Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll 136
  137. 137. Anatomy of the Blog: Widgets Widget Widget Widget 137
  138. 138. Anatomy of the Blog: Tags Clouds A list of tags where size reflects popularity. 138
  139. 139. Anatomy of the Blog: Widgets 139
  140. 140. Astroturfing 140
  141. 141. Anatomy of the Blog: TwitterFeed 141
  142. 142. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 142
  143. 143. New Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 143
  144. 144. Live Demo: Using Google Reader 144
  145. 145. Live Demo: Email Alerts 145
  146. 146. Afternoon Break 146
  147. 147. Guidelines for Bloggers 147
  148. 148. Play Nice 148
  149. 149. Pseudo-Anonymity 149
  150. 150. Summarize 150
  151. 151. One to Many 151
  152. 152. Democratize 152
  153. 153. Unfiltered 153
  154. 154. Blogger Ethics 154
  155. 155. Thou shall not confuse thy opinion with truth 155
  156. 156. Thou shall not invoke personal attacks 156
  157. 157. Thou shall stick to the subject at hand 157
  158. 158. Thou shall cite thy references 158
  159. 159. Thou shall punctuate and capitalize 159
  160. 160. Thou shall own up to thy mistakes 160
  161. 161. Thou shall not use aliases or sock puppets 161
  162. 162. Thou shall not feed the trolls 162
  163. 163. Thou shall resize thy images 163
  164. 164. Blogger Ethics: Other Issues • Transparency: How and when should a blogger reveal revenue sources? • Pay for play: Blog posts, tweets, and more as marketing tools • Online privacy • Astroturfing: Organizations creating artificial "grassroots" campaigns • Compliance and Legal: What should a corporate blog policy look like? What are a blogger's legal obligations? 164
  165. 165. 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 165
  166. 166. Social Media Policies People Policy Process Technology 166
  167. 167. Social Media Policy 167
  168. 168. Guidance Transparency of Information Intended for Public Release Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Combat Diplomacy Considerations Conflict Disclaimers Resolution 168
  169. 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 get...if you pick something specific and maybe that's 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. 169
  170. 170. Wonder Wheeling Blog Post Ideas 170
  171. 171. 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 easy source: problogger 171
  172. 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 172
  173. 173. Benefits of Blogging 173
  174. 174. Who Says You Can’t Blog Source: Monsanto Blog 174
  175. 175. Unfiltered Conversation 175
  176. 176. Messaging through Sneeze Posts Source: Monsanto Blog 176
  177. 177. Your Domain has Credibility Source: UCLA Online Newsroom 177
  178. 178. Blogger Relations 178
  179. 179. Collective Intelligence? 179
  180. 180. Submit your attention 180
  181. 181. Participate 181
  182. 182. Courtship matters 182
  183. 183. No Broadcast Distribution 183
  184. 184. Humanize 184
  185. 185. You can’t buy passion 185
  186. 186. Set the record straight 186
  187. 187. Blogger Relations Etiquette • Listen before talking • Participate, don’t control • Be of service • Be modest • Be authentic • Be transparent 187
  188. 188. Case Study: Microsoft 188
  189. 189. Case Study: Nokia 189
  190. 190. Case Study: Rock-Ola 190
  191. 191. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 191
  192. 192. Cory Doctorow’s 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 192
  193. 193. Online Reputation Management 193
  194. 194. Blog Crisis: Case Study 194
  195. 195. Case Study: Blog Crisis Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers • One on one blogger relations impractical 195
  196. 196. Intro to Micro Blogging Source: Current TV 196
  197. 197. Twitter as a News Source Source: Examiner.com 197
  198. 198. Anatomy of a Microblog External Communications Media Relations 198
  199. 199. Anatomy of a Twitter Client: TweetDeck 199
  200. 200. Crowd Sourcing Customer Service on Twitter 200
  201. 201. Anatomy of a Twitter: TweetChat 201
  202. 202. Hashtags.org 202
  203. 203. Twitter Case Studies 203
  204. 204. Social Media: Insider Secrets 204
  205. 205. Social Media Training for Dads 205
  206. 206. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast 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. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 206

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