New Media Boot Camp Day Two 20090326

New Media PR Boot Camp – Day Two PRSA Headquarters NYC – March 27, 2009 DAY TWO -- Instructor: Eric Schwartzman

New Media Channel Map Online Newsrooms Microblogging Email Visualization SEO Web 2.0 SocNets RSS Social Search 2

Pay Per Post 3

Twittersulting 4

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 5

New Media Strategy: Infrastructure 6

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 7

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 8

Web 2.0 in Action 9

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 10

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 11

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 12

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. 13

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. 14

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? 15

Building a Business Case: My Method Expertise Objectives Integration Benchmark Measurement 16

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 17

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 18

Social Media: Implementation Recommendations • Strong, committed executive sponsorship • Identify adoption challenges • Set expectations to build incremental value 19

Social Media Case Study: PCNH 20

New Media Case Study: PCNH 21

New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr News Media Constituents Customer Service 25

Wikipedia 26

Wikipedia – From Marketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 27

Wikipedia – From Marketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 28

Wikipedia – From Marketing Sherpa Getting Errors Fixed Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 29

Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 30

Wikipedia Hall of Shame 31

Monsanto Edits Michael Moore 32

US DoJ Obfuscates Bush Criticism 33

Wisdom of the Chaperones 34

Chris Wilson On the Record…Online 35

Live Demo: Site Meter 37

Live Demo: FeedBurner 38

Live Demo: Tagging Blog Posts 39

Live Demo: Email Subscription Widget 40

Live Demo: Custom Tag Cloud Widget 41

Live Demo: Social Bookmarking Widget 42

Live Demo: Blogging a YouTube Clip 43

Live Demo: Livening Up Your Blog 44

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 48

Online Audio and Video podcast download webcast 49

Podcasts 50

Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 51

Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 52

Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 53

Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 54

Finding Podcasts through Show Notes 55

iTunes Podcatcher 56

Distributing Through iTunes 57

RSS 2.0 with Enclosures 58

Podcast in iTunes 59

Who is Podcasting: Case Study Who is Podcasting? 60

Case Study: IBM Podcasts: Employees as Evangelists 61

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. 62

Case Study: APM Music 63

Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 67

Case Study: Starbucks 68

Case Study: Starbucks 69

Implementation Recommendations Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” 70

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 71

Podcasting Production Recording live interviews Recording phone interviews Editing ID3 tagging Levelator 72

Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 73

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Promoting Podcasts: Signature Blocks 78

Promotion Podcasts: Email Marketing 79

Promoting Podcasts: PNRs 80

Promoting Podcasts: SEOed Press Release 81

Promoting Podcasts: Industry Awards 82

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 83

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) 84

Online Video: Audience by Brand April 2008 85

Online Video: Marie Digby 86

Blog Response: Marie Digby 89

Blog Comments: Marie Digby 90

Video in Online News Rooms 91

Viral Video Case Study: Chevy Tahoe 92

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 93

Online Video: Internal Communications 94

Online Video: Internal/External Communications 95

Social Bookmarking 96

Social Bookmarking 97

Titles Tags Appear in Bookmarks and Favorites 98

Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 99

Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 100

Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 101

Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 102

User Ratings 103

Social News Site: Digg 104

Social Bookmarking: Digg 105

Social Networking Image by: Luc Legay 106

Global Social Networking Penetration 107

Global Social Networking Penetration Growth 108

Corporate Social Networking Adoption 109

Global Social Networking Brand 110

Social Networking – Usage Trends 111

Social Networking: Major US Communities • MySpace • Facebook • Linkedin 112

Social Networking: MySpace 113

Social Networking: Facebook 114

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 115

Case Study: HSBC 116

Social Networking: Linked In 117

Social Networking: Niche Nets 118

Social Networking: White Label Platforms 121

Social Networking: White Label Platforms 122

Social Networking: White Label PRSA Tech Site 123

Social Networking Aggregators 124

Social Networking Aggregators 125

Social Networking Mash-Ups 126

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 127

Naked Conversations “Formality suppresses dialogue; informality encourages it. Formal conversations and presentations leave little room for debate. They suggest that everything is scripted and predetermined. Informal dialogue is open. It invites questions, encourages spontaneity and critical thinking...Informality gets the truth out. It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughs.“ -Larry Bossidy, CEO, Honeywell 128

Pro Blogger’s Tips for Choosing Blog Topics Identify a need Picture a reader Break out of the echo chamber Write something that matters to you Write something topical One topic per post Plan ahead Other ideas 129

Mind Mapping Blog Post Ideas 130

Ogilvy’s 25 Blogging Styles style description posts per week buzz index difficulty Insight Blogging Orignal ideas and commentary 5+ 4 hard Ambition Blogging Attain something thru blogging 1 2 easy Meme Blogging Starting a thread by sharing a query 1 5 medium Piggybacking Blogging news or memes 3 3 medium Life Blogging Sharing things in personal life 5 2 easy Brand Blogging Positive brand attributes 5 2 medium Detractor Blog Shares passionate hatred 1 3 medium Announcement Blogging Breaks newsworthy information 5 5 hard Link Blogging Blogging a series of links 2 4 medium Video Blogging Original video posts 5 3 hard Photo Blogging Original photo posts 5 2 hard Evangelist Blogging Passionate support of a cause 5 3 medium List Blogging Top ten format 5 5 medium Feature Blogging Thematically-ongoing feature posts 2 4 medium Repost Blogging Reposting another post 2 1 easy Guest Blogging Authoring post for another blogger 5 3 medium Interview Blogging Question and answer format 5 4 medium Event Blogging Event coverage 5 4 medium Live Blogging Bloggin a near real time 5 4 medium Bridge Blogging Extends international awareness 5 3 medium Classified Blogs IDs a product or service for sale 1 2 easy Response Blogging Response to a crisis or aquisation 5 3 hard Contact Blogging Writing with intent to make contact 2 2 easy 131

Chris Brogan’s Blog Post Structure Topic, title, image Lead paragraph Structure Tell them what you’re going to say, say it, and tell them what you said End with a question Chris Brogan 132

10 Technique 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 problogger 133

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 134

What’s Next 136

What’s Next: Data Visualization 137

What’s Next: Social Media Press Release 138

What’s Next: Online Publishing 139

What’s Next: Local Search 140

What’s Next: 3D Web 2.0 141

What’s Next: Data Portability 142

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 143

What’s Next: Social Graphs 144

Data Visualization 145

New Media Communications Strategy 146

Strategy: New Media Budget Allocation Coremetrics Survey. Sample size 166 marketing professionals 147

Strategy: What are you Online Communications Priorities? Coremetrics Survey. Sample size 166 marketing professionals 148

Strategy: Which New Media Channels Take the Most Time? Coremetrics Survey. Sample size 166 marketing professionals 149

Strategy: What’s the Next Big Thing? EMarketer 2008 Spending Growth Projections Online Audio & Video 50% Search Engine Optimization 28% Email Marketing 13% 150

How I Can Help * New Media Strategy * New Media Training * New Media Services * Online Newsrooms * Online PR Insights * New Media Communications Insights 151

Help Yourself 152

You Survived the New Media PR Boot Camp Eric Schwartzman www.ericschwartzman.com New Media… Strategy • Training • Campaigns • 153

New Media Boot Camp Day Two 20090326

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