New Media Boot Camp Day One20090924
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New Media Boot Camp Day One20090924 New Media Boot Camp Day One20090924 Presentation Transcript

  • New Media and Social Media Workshop Instructor: @EricSchwartzman San Francisco, Sept. 24, 2009 Day One
  • 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
  • News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 3
  • Message Map Overarching Message Supporting Messages Data Points 4
  • Mainstream Media Training 5
  • Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 6
  • Mass Media Addict Newspapers Television Media Relations Magazines Radio 7
  • Junket Junkie 8
  • Controlled Communications 9
  • Conforming to News Cycles Photo by Olivander 10
  • 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
  • Journalists Relying on Company Websites Source: PR Week 19
  • Email Blasts 20
  • New Media Driving Purchasing Decisions 1 2 3 Source: Universal McCann 21
  • Page Rank is the New PR 22
  • Social Web Arrives Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 23
  • Web Gets Easy 24
  • 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
  • Convenience Online search filter review share Source: Sit or Squat 26
  • User Experience is Conversation Social Search User Ratings on Comments 27
  • What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 28
  • Higher Power Whopper Big Mac Subway 29
  • Citizen Journalism 30
  • No Secrets 31
  • 90 Million Photo Journalists Source: Twitpic 32
  • For Immediate Discovery • Search is immediate • Blogging is immediate • Shorter patience thresholds • Sharing is nice • Anticipate and respond Photo by Juandazeng 33
  • Web Surpasses Mainstream Media Channels Source: Pew Internet 34
  • Analog Dollars to Digital Pennies Source: Newspaper Association of America 35
  • Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 36
  • Social Media Surge Source: Friendfeed 37
  • Social Media Identity Theft Source: namechk 38
  • Conversations are Media Source: 2009 Edelman Trust Barometer 39
  • Crowd Sourcing Conferences 40
  • Crowd Sourcing Public Policy 41
  • Crowd Sourcing Votes through Social Media 42
  • Crowd Sourcing Search Trends 43
  • Crowd Sourcing Related Searches 44
  • Crowd Sourcing Relevant Concepts 45
  • Crowd Souring National Interest 46
  • Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 47
  • Just Say No Photo by Periodico LaDemocaracia 48
  • Conversations are Addictive Photo by Why Not Studios 49
  • Price of Free 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 50
  • Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer 51
  • Conversations are Intimate Source: Universal McCann 52
  • Edgework Source: Cobalt123 53
  • Conversations Shape Reputation Rep u t at ion Source: Shel Holtz Mainstream News Media 54
  • Truth for Some People 55
  • News is Frequent Updating 56
  • New Media Train Everyone 57
  • Provide Social Media Training Source: 2009 Digital Readiness Report 58
  • Your Cirriculum New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 59
  • Morning Break 60
  • Social Media Statistics 61
  • Trustworthies Source: 2009 Edelman Trust Barometer 62
  • Trust in Government Source: 2009 Edelman Trust Barometer 63
  • NGOs Most Trusted Source: 2009 Edelman Trust Barometer 64
  • Benefit of Leveraging Channels Source: 2009 Edelman Trust Barometer 65
  • ROI of Trust Source: 2009 Edelman Trust Barometer 66
  • Gaining Public Trust Source: 2009 Edelman Trust Barometer 67
  • Conversations have Demographics Generation Gap Source: Forrester Research 68
  • Guiding Principles 69
  • Filling Your Own News Hole 70
  • Transparency and Authenticity 71
  • Customer Service Rep as Spokesperson 72
  • Unintended Consequences 73
  • Retention Training Manual Leaked 74
  • Getting through the Filter 75
  • Revolution Rant Eisner Aristocrat Revolutionary Lassiter 76
  • Share My Experience Source: On the Record…Online Podcast 77
  • 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
  • Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 79
  • New Media Priorities of Government Agencies 80
  • Websites and Online Newsrooms 81
  • Or This: 82
  • Website is the Center Point 83
  • 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
  • Making Online News Scanable 85
  • 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
  • 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
  • Subscription Kiosks - RSS Clickab le RSS Text and Icon Step One – Visitor clicks the RSS text or icon. 88
  • Subscription Kiosks – Custom Feeds Help Screen Sub Category Feed Catego ry Feed Sub Category Feed Generates Custom RSS Feed 89
  • 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
  • Subscription Kiosks – Email Alerts Clickabl e Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. 91
  • Subscription Kiosks – Email CAPTCHAs and Confirmations Subscriber enters email address CAPTCHA Code function with audio accessibility for visually impaired visitors Confirmation message 92
  • 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
  • Subscription Kiosks – Email Category and Sub Categories 94
  • Subscription Kiosks - Sharing Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon. 95
  • 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
  • Subscription Kiosks – Sharing via Email Recipient’s Email Optional Comments Field CAPTCHA User Comment Page Title URL 97
  • 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
  • Data Visualization Resource 99
  • Data Visualization Resource 100
  • Data Visualization - Embed Codes 101
  • Data Visualization - Beach Report Card 102
  • Gov 2.0 – IT Dashboard Source: US Federal Government 103
  • Gov 2.0 – Government as a Platform 104
  • Gov 2.0 - Impact of Public Diplomacy Cairo Speech “Obama” Peak “Freedom” Peak 105
  • Entergy Storm Center Maps Power Outages Color Coded by Size Outage Street Level Detail 106
  • Crisis Communications Template Standard Black Box Homepage Homepage Black Box Background No Background Image Image Crisis Footer Standard Footer 107
  • Online Crisis Communications – Demand Spike 108
  • Domain Links Build Credibility Source: Toyota Online Newsroom 109
  • Participatory PR 110
  • Go Where the People Are 111
  • Inviting them to your Domain to Socialize 112
  • Aligning with Back Channels 113
  • Debunking Misinformation 114
  • Email Source: Universal McCann 115
  • Links vs. Attachments 116
  • Resource: Sending Large Files 117
  • Email Risks 118
  • Email Risks: Blogger Fights Back unique visitor to lifehacker.com 119
  • Email Risks: Blogger Fights Back 120
  • Reverse Engineering Media Contact Lists 121
  • Media Contact Lists by Region 122
  • List Management a. Media Lists b. Outlook Exports c. Opt ins d. Professional contacts 123
  • Direct Communications: Coping with Attention Deficits 124
  • Email Newsletter Campaign Elements 1. Content Strategy 2. Frequency 3. Email lists 4. Email Newsletter Templates 5. Landing Pages 6. Measurement/Reporting 125
  • Lunch 126
  • Anatomy of the Blog Source: Dickson Fong 127
  • Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post Blog Post 128
  • Anatomy of the Blog: Permalinks Permalink 129
  • Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 130
  • Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink 131
  • Anatomy of the Blog: Comments 132
  • Anatomy of the Blog: Comment Moderation Consider adding information about turn around time 133
  • Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 134
  • Anatomy of the Blog: Moderation Challenges 135
  • Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll 136
  • Anatomy of the Blog: Widgets Widget Widget Widget 137
  • Anatomy of the Blog: Tags Clouds A list of tags where size reflects popularity. 138
  • Anatomy of the Blog: Widgets 139
  • Astroturfing 140
  • Anatomy of the Blog: TwitterFeed 141
  • Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 142
  • New Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 143
  • Live Demo: Using Google Reader 144
  • Live Demo: Email Alerts 145
  • Afternoon Break 146
  • Guidelines for Bloggers 147
  • Play Nice 148
  • Pseudo-Anonymity 149
  • Summarize 150
  • One to Many 151
  • Democratize 152
  • Unfiltered 153
  • Blogger Ethics 154
  • Thou shall not confuse thy opinion with truth 155
  • Thou shall not invoke personal attacks 156
  • Thou shall stick to the subject at hand 157
  • Thou shall cite thy references 158
  • Thou shall punctuate and capitalize 159
  • Thou shall own up to thy mistakes 160
  • Thou shall not use aliases or sock puppets 161
  • Thou shall not feed the trolls 162
  • Thou shall resize thy images 163
  • 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
  • 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
  • Social Media Policies People Policy Process Technology 166
  • Social Media Policy 167
  • 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
  • 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
  • Wonder Wheeling Blog Post Ideas 170
  • 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
  • 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
  • Benefits of Blogging 173
  • Who Says You Can’t Blog Source: Monsanto Blog 174
  • Unfiltered Conversation 175
  • Messaging through Sneeze Posts Source: Monsanto Blog 176
  • Your Domain has Credibility Source: UCLA Online Newsroom 177
  • Blogger Relations 178
  • Collective Intelligence? 179
  • Submit your attention 180
  • Participate 181
  • Courtship matters 182
  • No Broadcast Distribution 183
  • Humanize 184
  • You can’t buy passion 185
  • Set the record straight 186
  • Blogger Relations Etiquette • Listen before talking • Participate, don’t control • Be of service • Be modest • Be authentic • Be transparent 187
  • Case Study: Microsoft 188
  • Case Study: Nokia 189
  • Case Study: Rock-Ola 190
  • Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 191
  • 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
  • Online Reputation Management 193
  • Blog Crisis: Case Study 194
  • 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
  • Intro to Micro Blogging Source: Current TV 196
  • Twitter as a News Source Source: Examiner.com 197
  • Anatomy of a Microblog External Communications Media Relations 198
  • Anatomy of a Twitter Client: TweetDeck 199
  • Crowd Sourcing Customer Service on Twitter 200
  • Anatomy of a Twitter: TweetChat 201
  • Hashtags.org 202
  • Twitter Case Studies 203
  • Social Media: Insider Secrets 204
  • Social Media Training for Dads 205
  • 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