New Media Boot Camp Day Two 20090129

New Media PR Boot Camp – Day Two Georgia Tech – Jan. 30, 2009 Instructor: Eric Schwartzman

Common New Media Communications Gaffes 1. Innovating outside core competency 2. Underestimating resources to sustain content creation 3. Putting aesthetics before information architecture 4. Developing homegrown technology solutions 5. Not committing to SEO 6. Using inexperienced personnel Best Practice: Business Case > Wire Frames > Tech Spec > RFP 2

Twittersulting 3

Pay Per Post 4

New Media Strategy: Infrastructure 5

Migrating Organizational Communications Online “Integration is important because time is precious. They want the tools to be as efficient as possible. It's a way to create value for the company, which means it needs to effective and efficient.” “The more time they spend using the tools and going from tool to tool, the less time they spend working.” David Berger, Corp. Comm., IBM 6

Infrastructure: Web 2.0 Blogger, Typepad, Flickr, YouTube, Delicious Pros: Cons: • Cheap or free • Less flexible • Easy to deploy • Cookie cutter designs • Simple to operate • Generic URL • Updated automatically • Not upgradable • Indexed quickly 7

Web 2.0: Strategic Risks 1. Objectives before tools 2. Limitations of blog software 3. Conversion leaks 4. Investing time in technology 5. Unsupported technology 6. Interoperability 7. Workflow management 8. Storage 8

Infrastructure: Licensed Software Word Press, Drupal, Sharepoint, Vignette Pros: Cons: • Full design control • Complex set-up • No predetermined • Bandwidth issues templates • Unpredictable support • Adaptable costs • Distinct URL • Requires security updates • Community supported • Significant upfront • No regular ongoing fees investment 9

Infrastructure: Cloud Computing Google, Salesforce.com, iPressroom Pros: Cons: • No client/server software • Ongoing commitment • Shorter deployment • Hosted externally • Global availability • Fee-based • Constant upgrades • Fully outsourced • No IT support required 10

Cloud Computing: Benefits Motley Fool: Business Case for SaaS Yankee Group study found total Less Expensive - cost of operating an on-demand software package is less than half that for an equivalent system bought the traditional way. With SaaS, software can be Faster Deployment - deployed in days and weeks, rather than six to 18 months with traditional license-and-install software. Lets IT offload delivery and Preserves Focus - maintenance of software applications. SaaS firm invests in the technology, hardware, and ongoing support services, freeing the customer from those expenses. 11

Cloud Computing: Benefits Motley Fool: Business Case for SaaS (continued) Upfront investment is significantly Lower Risk - less. Small and midsize companies live in fear of the failure rates of IT deployments. In traditional model, the supply Sound Economics - and demand for features usually don't match. Companies buy software loaded with bells and whistles they don't need. IDC surveyed 250 IT execs, finding that companies believed they use just 16% of the software they buy. The SaaS provider earns its Healthier Relationships - return over the term of the relationship, rather than front-loading costs via a license sale. 12

Which Platform is Right for Me? 1. What are my objectives? 2. Why am I communicating online? 3. Am I planning to communicate online indefinitely? 4. Am I planning to blog, podcast, SEO, use RSS and send email? 5. Am I doing this professionally or personally? 6. Do I want to feature ads or promotional material in context? 7. Am I tech savvy enough to support myself? 8. Can I rely on my IT resources to support me? 9. Will my online communications live on my org’s website? 10. Do I need a distinct URL? 11. Do I need regular, external back-ups? 12. Do I need immediate 24/7 support if my site goes down? 13

Building a Business Case: My Method Expertise Objectives Integration Benchmark Measurement 14

Realistic Objectives INFORMATIONAL TRANSACTIONAL SOCIAL measured by: measured by: measured by: • Site traffic • Ecommerce • User ratings • Unique visitors • Registrations • Comments • Length of stay • Insite searches • Interactions • Return visits • Downloads • Widget usage • HTML Usage • RSS Usage 15

Reeling In Scope Creep: Mapping Objectives to Functions Objective Function Listening Research Talking Marketing Energizing Sales Conversing PR/Corp. Comm. Supporting Customer Service Embracing Development 16

Social Media: Implementation Recommendations • Strong, committed executive sponsorship • Identify adoption challenges • Set expectations to build incremental value 17

EPIC 2014 18

Dynamically Generated News Program 19

Wikipedia 20

Wikipedia – From Marketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 21

Wikipedia – From Marketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 22

Wikipedia – From Marketing Sherpa Getting Errors Fixed Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 23

Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 24

Wikipedia Hall of Shame 25

Monsanto Edits Michael Moore 26

US DoJ Obfuscates Bush Criticism 27

Wisdom of the Chaperones 28

Chris Wilson On the Record…Online 29

Where to Begin? Websites What’s Next Email Newswires SEO Web 2.0 SocNets RSS Social Search 30

Live Demo: Site Meter 31

Live Demo: FeedBurner 32

Live Demo: Tagging Blog Posts 33

Live Demo: Email Subscription Widget 34

Live Demo: Custom Tag Cloud Widget 35

Live Demo: Social Bookmarking Widget 36

Live Demo: Blogging a YouTube Clip 37

Live Demo: Livening Up Your Blog 38

Respecting Usability • Ease of use • Clarity and brevity • Easy to read • Can’t consume what you can’t find • On intranet’s, usability impacts worker productivity • 10% of design budget on usability will double site’s results Jakob Nielsen 42

Online Audio and Video podcast download webcast 43

Podcasts 44

Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 45

Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 46

Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 47

Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 48

Finding Podcasts through Show Notes 49

iTunes Podcatcher 50

Distributing Through iTunes 51

RSS 2.0 with Enclosures 52

Podcast in iTunes 53

Who is Podcasting: Case Study Who is Podcasting? 54

Case Study: IBM Podcasts: Employees as Evangelists 55

Case Study: LA Opera – B to C Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers by giving audiences a rare, behind the scene look into one the world’s leading opera companies. Strategy: Told through the perspective of the director of the company’s latest production, profile the relationships between the incomparable creative talents collaborating and the production process. Results: LA Opera is the world’s first opera company to experiment with podcasting. Placido Domingo, Anna Netrebko and Rolando Villazon will all be featured in the first episodes. Featured in NY Times, LA Times and Hollywood Reporter. 56

Case Study: APM Music 57

Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 61

Case Study: Starbucks 62

Case Study: Starbucks 63

Implementation Recommendations Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” 64

Usability First Mapping Usability XML “…content’s claim on the crown is being challenged by the interface that controls the user experience.” David Carr, The New York Times, May 5, 2008 65

Audio & Video Development and Production Should you podcast? Selecting the subject matter Finding your voice view Intros and outros Music options: Podsafe & APM view Search engine optimization view Show notes view A word on copyright view 66

Podcasting Production Recording live interviews Recording phone interviews Editing ID3 tagging Levelator 67

Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 68

Promoting Podcasts: Signature Blocks 73

Promotion Podcasts: Email Marketing 74

Promoting Podcasts: PNRs 75

Promoting Podcasts: SEOed Press Release 76

Promoting Podcasts: Industry Awards 77

Podcasting Insights • Deliver on the needs of an underserved audience • Give listeners something they can’t get else where • Relationship-based communications • May not be well suited for breaking news • News content vs. feature content • More controlled/one-way channel • Credibility and third-party validation • Efficiency by leverage existing assets • Unscripted and authentic • Podcast news releases 78

Online Video: Size of Audience In November 2007 nearly 9.4 billion video clips were viewed online by 138 million Americans (a 29% gain from Jan. 2007) 79

Online Video: Audience by Brand April 2008 80

Online Video: Marie Digby 81

Blog Response: Marie Digby 84

Blog Comments: Marie Digby 85

Video in Online News Rooms 86

Viral Video Case Study: Chevy Tahoe 87

Viral Video Case Study: Chevy Tahoe • 629,000 visitors to the site by the time of the contest • 25% of all SUV sales, out selling Ford by 2 to 1 • 46 day sales cycles, down from 120 days 88

Online Video: Internal Communications 89

Online Video: Internal/External Communications 90

Social Bookmarking 91

Social Bookmarking 92

Titles Tags Appear in Bookmarks and Favorites 93

Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 94

Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 95

Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 96

Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 97

User Ratings 98

Social News Site: Digg 99

Social Bookmarking: Digg 100

Social Networking Image by: Luc Legay 101

Global Social Networking Penetration 102

Global Social Networking Penetration Growth 103

Corporate Social Networking Adoption 104

Global Social Networking Brand 105

Social Networking – Usage Trends 106

Social Networking: Major US Communities • MySpace • Facebook • Linkedin 107

Social Networking: MySpace 108

Social Networking: Facebook 109

Facebook by the Numbers • 12x growth since opening to nonstudents in Sept. 2006 • 20m minutes spent in March 2008 • 6.4b minutes spent prior year • Between 30m and 35m users • Microsoft paid $240m for 1.6%, $15b value • $145m ad revenue in 2007 • MySpace had $510m in ad revenue in 2007 • $0.15 CPM vs. $13 CPM at Yahoo! Fortune Magazine, May 26, 2008 110

Case Study: HSBC 111

Social Networking: Linked In 112

Social Networking: Niche Nets 113

Social Networking: White Label Platforms 116

Social Networking: White Label Platforms 117

Social Networking: White Label PRSA Tech Site 118

Social Networking Aggregators 119

Social Networking Aggregators 120

Social Networking Mash-Ups 121

Social Networking for PR • Market research • How to videos • D.I.Y. videos • Promote events • Solicit donations • Find influentials • Build affinity groups • Be community minded, not sales minded 122

What We’ve Covered Websites What’s Next Email Newswires SEO Web 2.0 SocNets RSS Social Search 123

What’s Next 124

What’s Next: Social Media Press Release 125

What’s Next: Online Publishing 126

What’s Next: Local Search 127

What’s Next: 3D Web 2.0 128

What’s Next: Data Portability 129

What’s Next: Data Portability Who owns your hotmail, yahoo or gmail address? Who owns your friends lists? Who owns user ratings? Securing Data Portability Means: Interoperability Open standards Open APIs 130

What’s Next: Social Graphs 131

Data Visualization 132

New Media Communications Strategy 133

Strategy: New Media Budget Allocation Coremetrics Survey. Sample size 166 marketing professionals 134

Strategy: What are you Online Communications Priorities? Coremetrics Survey. Sample size 166 marketing professionals 135

Strategy: Which New Media Channels Take the Most Time? Coremetrics Survey. Sample size 166 marketing professionals 136

Strategy: What’s the Next Big Thing? EMarketer 2008 Spending Growth Projections Online Audio & Video 50% Search Engine Optimization 28% Email Marketing 13% 137

How I Can Help * New Media Strategy * New Media Training * New Media Services * Online Newsrooms * Online PR Insights * New Media Communications Insights 138

Help Yourself 139

You Survived the New Media PR Boot Camp Eric Schwartzman +1 (310) 463-4026 m ericbennettschwartzman@gmail.com www.ericschwartzman.com New Media… Strategy • Training • Campaigns • 140

New Media Boot Camp Day Two 20090129

by Eric Schwartzman on Feb 02, 2009

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