New Media and Social Media Workshop




         Instructor: @EricSchwartzman
         San Francisco, Sept. 25, 2009
     ...
Media & Democracy




                    2
Living Breathing Mediascape




        111,122 Facebook Supporters as of July 13, 2009
                                  ...
Living, Breathing Mediascape: Flickr Photo Stream




           3500+ Photos Uploaded in first 5 Days vs.
            120...
Living, Breathing Mediascape: Twitter Stream




                                               5
Reactions of the Blogosphere to Iranian Elections




                                                    6
Living, Breathing Mediascape: Radian6




                                        7
Prediction: Fourth Estate’s Fortunes Have Waned




                                                  8
Prediction: Living Mediascape




                                9
Prediction: Electronic Paper




                               10
Prediction: Social News Filter




                                 11
Digg vs. Other Media




                       Source: Compete.com



                                             12
Prediction: Growth of Social Networking




                                          13
World Map of Social Networks




  Source: Vinco’s Blog




                               14
Prediction: Google Combines Services




                                       15
Prediction: Privacy Levels




                             Source: NY Times
                                             ...
Prediction: News Wars




                        17
Prediction: Social Graph




                           18
Prediction: Fact Stripping Robots




                                    19
Deconstructing the News Release




                                  20
Search Volume




*Based on the five major search engines including partner searches and cross-channel searches. Searches ...
Secret Formula




                 22
Objective




              Leverage
             Content to
              Generate
            Transactions


           ...
Optimization vs. Marketing

                             SEM




                             SEO




                    ...
Acting Like a Publisher




           Editorial and
            Advertising
             Content
                        ...
First Rule of Search Engine Optimization




                                           26
Citation Indexing




                    27
Case Study: Organic Blog Optimization




                                        28
Case Study: Inbound Links




                            29
Case Study: Tracking Inbounds




                                30
Case Study: Search Results




                             31
Case: Fewer Inbounds, Higher Rank?




                                     32
Case Study: Evaluating Inbounds




                                  33
Citation Indexing



                                                  SEOed Site
                                        ...
Three Steps to Measuring Blogger Influence




    Source: Mountain Runner Blog
                                          ...
Step 1: Community Mapping




 Source: Kartoo
                            36
Step 2: Inbound Links




     Source: Yahoo! Site Explorer
                                    37
Step 2: Site Rank




       Source: Technorati




                            38
Step 3: BlogPulse Conversation Tracker




Source: Blogpulse Conversation Tracker


                                      ...
Additional Measurement Resources




                                   40
Additional Measurement Resources

Market Trends




                                   41
Brief and Concise




                    42
Writing for Search

          Wit, irony, humor and style

          Clever titles and headlines

          Search engine ...
Keyword Discovery




                    44
Understanding Google Trends: Demand




                                      45
Understanding Google Trends: Demand




                                      46
Search Trends




    Source: Google Trends   47
Obama Effect?




                48
Examining Global Challenges by Region




                                        49
Search Trends – Popular Language




    Source: America.gov
                                   50
Additional Search Volume Resources




                                     51
Keyword Discovery: Related Searches




                                      52
Keyword Discovery: Wonder Wheel




                                  53
Defining Global Challenges




                             54
Keyword Discovery: External Keyword Tool




                                           55
Quantity vs. Quality




                       56
Intro to Meta Data




                     57
Finding Meta Data




                    58
Title Tags

             1. Title Tag in Web Page HTML (View > Source in a Browser)




                          2. Title...
Generic Title Tags




                     60
Meta Page Descriptions


       1. Meta Description in Web Page HTML (View > Source in a Browser)




                  2....
Why Meta Descriptions Matter




                               Source: Eyetrack 3



                                    ...
Dynamic Meta Page Descriptions




                                 63
Spying through Meta Keywords




                               64
Spying through Keywords Density Analysis




                                           65
1. Check for Title Tags




                          66
2. Check for Meta Page Descriptions




                                      67
3. Check for Dynamic Meta Content




                                    68
4. Check for Summary Blurbs




                              69
5. Search Press Release Headlines




                                    70
Search Friendly Newsroom HTML




                                71
PDFs and Search




                  72
Flash and Search




                   73
Morning Break




                74
Live Demo: Site Meter




                        75
Live Demo: FeedBurner




                        76
Live Demo: Tagging Blog Posts




                                77
Live Demo: Email Subscription Widget




                                       78
Live Demo: Custom Tag Cloud Widget




                                     79
Live Demo: Social Bookmarking Widget




                                       80
Live Demo: Blogging a YouTube Clip




                                     81
Live Demo: Livening Up Your Blog




                                   82
Live Demo: Livening Up Your Blog




                                   83
Live Demo: Livening Up Your Blog




                                   84
Live Demo: Livening Up Your Blog




                                   85
Respecting Usability




 • Ease of use
 • Clarity and brevity
 • Easy to read
 • Can’t consume what you can’t find
 • On ...
Lunch Break




              87
Online Audio and Video




                    podcast




     download                 webcast




                     ...
Podcasts




           89
Podcasts Defined



    Types of Podcasts:
       •Repurposed Electronic Media
       •Print MSM Extensions
       •Origin...
Global Podcast Audience




                      Wave.3 Universal McCann Study 2008 [PDF]


                             ...
Global Podcast Audience Growth




                   Wave.3 Universal McCann Study 2008 [PDF]

                          ...
Global Podcast Audience Growth




                   Wave.3 Universal McCann Study 2008 [PDF]

                          ...
Finding Podcasts through Show Notes




                                      94
iTunes Podcatcher




                    95
Distributing Through iTunes




                              96
RSS 2.0 with Enclosures




                          97
Podcast in iTunes




                    98
Who is Podcasting: Case Study




            Who is Podcasting?




                                 99
Case Study: IBM

Podcasts: Employees as Evangelists




                                     100
Case Study: LA Opera – B to C


Challenge: Help the LA Opera build stronger relationships with
  its existing subscribers ...
Case Study: APM Music




                        102
Case Study: APM Music




                        103
Case Study: APM Music




                        104
Case Study: APM Music




                        105
Case Study: Castrol

  The Media Business: Editorial vs. Advertising




                                        •NHRA Dri...
Case Study: Starbucks




                        107
Case Study: Starbucks




                        108
Podcast Production




                     109
Podcast Production




                     110
Podcast Production




                     111
Podcast Production




                     112
Development and Production



Should you podcast?

Selecting the subject matter

Finding your voice view

Intros and outro...
Podcast Production


  • Recording live interviews



  • Recording phone interviews



  • Editing



  • ID3 tagging



...
ID3 Tagging




              115
Audio & Video Syndication

RSS enabling podcasts



Blogging podcasts



Promoting RSS feeds



Measuring your impact



P...
Implementation Recommendations




    Integrate Flash Streaming
    Use Flash Streaming Strategically
    Consider Off...
Promoting Podcasts: Signature Blocks




                                       118
Promotion Podcasts: Email Marketing




                                      119
Promoting Podcasts: PNRs




                           120
Promoting Podcasts: SEOed Press Release




                                          121
Promoting Podcasts: Industry Awards




                                      122
Podcasting Insights

 • Deliver on the needs of an underserved audience

 • Give listeners something they can’t get else w...
Online Video: Reach and Frequency

• Americans Viewed a Record 16.8 Billion Videos Online in April
  Driven Largely by Sur...
Online Video: Audience by Brand




         Source: Nielsen Online [PDF]

                                        Source:...
Direct to Consumers




                      126
Online Video: Marie Digby




                            127
Online Video: Marie Digby




                            128
Online Video: Marie Digby




                            129
Blog Response: Marie Digby




                             130
Blog Comments: Marie Digby




                             131
Online Video: Internal Communications




                                        132
Online Video: Internal/External Communications




                                             133
Video in Online News Rooms




                             134
Shooting Video: Streaming Gear




                                 135
Shooting Video: Flip




                       136
Shooting Video: HD Portable Gear




Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i   Sennheiser Camcorder Wireless Bo...
Shooting Video: High-End – Canon XL H1S




                                          138
Video Editing Software – Windows Movie Maker




                                               139
Video Editing Software – Mac iMovie




                                      140
Centralized Online Video Distribution




                                        141
Content Strategy: Live Online Broadcasting




                                             142
Online Video Case Study: Toyota




                                  143
Audio and Video Recap

 • Deliver on the needs of an underserved audience

 • Give listeners something they can’t get else...
Afternoon Break




                  145
Social Bookmarking




                     146
Favorites use Title Tags




                           147
Social Bookmarking




                     148
Benefits of Sharing


  1. Access favorites from anywhere
  2. Share your favorites publicly
  3. Use popular opinion to f...
Live Demo: Social Bookmarking




       1. Create Delicious account
       2. Log in
       3. Post URL
       4. Save
  ...
Live Demo: Social Search Monitoring




 1. Query Delicious
 2. Add Resulting RSS Feeds to Google
    Rearder




        ...
Live Demo: Questions




        1. Yahoo! Answers
        2. Linkedin Questions
        3. Facebook Status
        4. Twi...
User Ratings




               153
Social News Site: Digg




                         154
Social Bookmarking: Digg




                           155
Social Networking




                    Image by: Luc Legay

                                          156
Global Social Networking Penetration




                                       157
Global Social Networking Penetration Growth




                                              158
Corporate Social Networking Adoption




                                       159
Global Social Networking Brand




                                 160
Social Networking – Usage Trends




                                   161
Social Networking: US Communities by Popularity




               • Facebook                           78%
              ...
Social Networking: MySpace




      Back End               Front End

                                         163
Social Networking: Facebook




                              164
Social Networking: Custom URLs




                                 165
Social Networking: Facebook Company Pages




                                            166
Social Networking: Facebook Company Pages




                                            167
Social Networking: Facebook Company Pages




                                            168
Facebook for Government Agencies




                                   169
Facebook by the Numbers




                             •   12x growth since opening to
                                 ...
Case Study: Virginia Tech Massacre




   Virginia Tech Social Media Crisis Communications Research Podcast   171
Social Networking: Linked In




                               172
Social Networking: Linked In Groups




                                      173
Social Networking: Niche Nets




                                174
Social Networking: Niche Nets




                                175
Social Networking: Niche Nets




                                176
Social Networking: White Label Platforms




                                           177
Social Networking: White Label PRSA Tech Site




                                                178
Social Networking Aggregators




                                179
Social Networking Aggregators




                                180
Social Networking Mash-Ups




                             181
Social Networking for PR


  • Market research

  • How to videos

  • D.I.Y. videos

  • Promote events

  • Solicit dona...
Naked Conversations



     “Formality suppresses dialogue; informality
  encourages it. Formal conversations and
  presen...
PSNH Case Study: Process Detail




                                  184
PSNH Twitter Strategy


                        Twitter ID &
                        Password

 Twitpic
 Link



         ...
New Media Case Study: PCNH



                 Organizational
                   Communications




Twitter          Onlin...
Online Communications Strategy

 New Media                                        Social Media

Email                     ...
FEMA: Closing the Credibility Gap




   FEMA Social Media Deep Dive Podcast
                                         188
Wikipedia




            189
Wikipedia – Other Issues




          Terms and Conditions

          Conflicts of Interest

          Neutral Point of V...
Wikipedia Hall of Shame




                          191
Chris Wilson On the Record…Online




                                    192
Help Yourself




                193
Eric Schwartzman


                          (310) 463-4026                                            Phone

            ...
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New Media Boot Camp Day Two 20090925

  1. 1. New Media and Social Media Workshop Instructor: @EricSchwartzman San Francisco, Sept. 25, 2009 Day Two
  2. 2. Media & Democracy 2
  3. 3. Living Breathing Mediascape 111,122 Facebook Supporters as of July 13, 2009 3
  4. 4. Living, Breathing Mediascape: Flickr Photo Stream 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 4
  5. 5. Living, Breathing Mediascape: Twitter Stream 5
  6. 6. Reactions of the Blogosphere to Iranian Elections 6
  7. 7. Living, Breathing Mediascape: Radian6 7
  8. 8. Prediction: Fourth Estate’s Fortunes Have Waned 8
  9. 9. Prediction: Living Mediascape 9
  10. 10. Prediction: Electronic Paper 10
  11. 11. Prediction: Social News Filter 11
  12. 12. Digg vs. Other Media Source: Compete.com 12
  13. 13. Prediction: Growth of Social Networking 13
  14. 14. World Map of Social Networks Source: Vinco’s Blog 14
  15. 15. Prediction: Google Combines Services 15
  16. 16. Prediction: Privacy Levels Source: NY Times 16
  17. 17. Prediction: News Wars 17
  18. 18. Prediction: Social Graph 18
  19. 19. Prediction: Fact Stripping Robots 19
  20. 20. Deconstructing the News Release 20
  21. 21. Search Volume *Based on the five major search engines including partner searches and cross-channel searches. Searches for mapping, local directory, and user-generated video sites that are not on the core domain of the five search engines are not included in the core search numbers. **May data does not include search activity at Microsoft Bing, which was launched on June 1. Microsoft Bing will be included with June qSearch data. Source: comScore 21
  22. 22. Secret Formula 22
  23. 23. Objective Leverage Content to Generate Transactions 23
  24. 24. Optimization vs. Marketing SEM SEO 24
  25. 25. Acting Like a Publisher Editorial and Advertising Content 25
  26. 26. First Rule of Search Engine Optimization 26
  27. 27. Citation Indexing 27
  28. 28. Case Study: Organic Blog Optimization 28
  29. 29. Case Study: Inbound Links 29
  30. 30. Case Study: Tracking Inbounds 30
  31. 31. Case Study: Search Results 31
  32. 32. Case: Fewer Inbounds, Higher Rank? 32
  33. 33. Case Study: Evaluating Inbounds 33
  34. 34. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 34
  35. 35. Three Steps to Measuring Blogger Influence Source: Mountain Runner Blog 35
  36. 36. Step 1: Community Mapping Source: Kartoo 36
  37. 37. Step 2: Inbound Links Source: Yahoo! Site Explorer 37
  38. 38. Step 2: Site Rank Source: Technorati 38
  39. 39. Step 3: BlogPulse Conversation Tracker Source: Blogpulse Conversation Tracker 39
  40. 40. Additional Measurement Resources 40
  41. 41. Additional Measurement Resources Market Trends 41
  42. 42. Brief and Concise 42
  43. 43. Writing for Search Wit, irony, humor and style Clever titles and headlines Search engine technologists vs. marketing experts AP – Headlines 40 characters or less For People For Search Section: “Real Estate” Section: “Homes” Section: “Scene” Section: “Lifestyle” Section: “Taste” Section: “Food” Headline: “Unsafe sex: Has Jacob Zuma’s rape trial Headline: “Zuma testimony sparks HIV fear” hit South Africa’s war on AIDS?” Headline: “Tulsa star: The life and career of much- Headline: “Obituary: Gene Pitney loved 1960’s singer” Headline: “It’s Chemistry Over Pedigree as Gators Headline: “Gators Cap Run with First Title” Roll to First Title” 43
  44. 44. Keyword Discovery 44
  45. 45. Understanding Google Trends: Demand 45
  46. 46. Understanding Google Trends: Demand 46
  47. 47. Search Trends Source: Google Trends 47
  48. 48. Obama Effect? 48
  49. 49. Examining Global Challenges by Region 49
  50. 50. Search Trends – Popular Language Source: America.gov 50
  51. 51. Additional Search Volume Resources 51
  52. 52. Keyword Discovery: Related Searches 52
  53. 53. Keyword Discovery: Wonder Wheel 53
  54. 54. Defining Global Challenges 54
  55. 55. Keyword Discovery: External Keyword Tool 55
  56. 56. Quantity vs. Quality 56
  57. 57. Intro to Meta Data 57
  58. 58. Finding Meta Data 58
  59. 59. Title Tags 1. Title Tag in Web Page HTML (View > Source in a Browser) 2. Title Tag in Browser Title Bar 3. Title Tag in Search Results 59
  60. 60. Generic Title Tags 60
  61. 61. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 61
  62. 62. Why Meta Descriptions Matter Source: Eyetrack 3 62
  63. 63. Dynamic Meta Page Descriptions 63
  64. 64. Spying through Meta Keywords 64
  65. 65. Spying through Keywords Density Analysis 65
  66. 66. 1. Check for Title Tags 66
  67. 67. 2. Check for Meta Page Descriptions 67
  68. 68. 3. Check for Dynamic Meta Content 68
  69. 69. 4. Check for Summary Blurbs 69
  70. 70. 5. Search Press Release Headlines 70
  71. 71. Search Friendly Newsroom HTML 71
  72. 72. PDFs and Search 72
  73. 73. Flash and Search 73
  74. 74. Morning Break 74
  75. 75. Live Demo: Site Meter 75
  76. 76. Live Demo: FeedBurner 76
  77. 77. Live Demo: Tagging Blog Posts 77
  78. 78. Live Demo: Email Subscription Widget 78
  79. 79. Live Demo: Custom Tag Cloud Widget 79
  80. 80. Live Demo: Social Bookmarking Widget 80
  81. 81. Live Demo: Blogging a YouTube Clip 81
  82. 82. Live Demo: Livening Up Your Blog 82
  83. 83. Live Demo: Livening Up Your Blog 83
  84. 84. Live Demo: Livening Up Your Blog 84
  85. 85. Live Demo: Livening Up Your Blog 85
  86. 86. 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 86
  87. 87. Lunch Break 87
  88. 88. Online Audio and Video podcast download webcast 88
  89. 89. Podcasts 89
  90. 90. Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 90
  91. 91. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 91
  92. 92. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 92
  93. 93. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 93
  94. 94. Finding Podcasts through Show Notes 94
  95. 95. iTunes Podcatcher 95
  96. 96. Distributing Through iTunes 96
  97. 97. RSS 2.0 with Enclosures 97
  98. 98. Podcast in iTunes 98
  99. 99. Who is Podcasting: Case Study Who is Podcasting? 99
  100. 100. Case Study: IBM Podcasts: Employees as Evangelists 100
  101. 101. 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. 101
  102. 102. Case Study: APM Music 102
  103. 103. Case Study: APM Music 103
  104. 104. Case Study: APM Music 104
  105. 105. Case Study: APM Music 105
  106. 106. Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 106
  107. 107. Case Study: Starbucks 107
  108. 108. Case Study: Starbucks 108
  109. 109. Podcast Production 109
  110. 110. Podcast Production 110
  111. 111. Podcast Production 111
  112. 112. Podcast Production 112
  113. 113. 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 113
  114. 114. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 114
  115. 115. ID3 Tagging 115
  116. 116. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 116
  117. 117. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 117
  118. 118. Promoting Podcasts: Signature Blocks 118
  119. 119. Promotion Podcasts: Email Marketing 119
  120. 120. Promoting Podcasts: PNRs 120
  121. 121. Promoting Podcasts: SEOed Press Release 121
  122. 122. Promoting Podcasts: Industry Awards 122
  123. 123. 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 123
  124. 124. Online Video: Reach and Frequency • Americans Viewed a Record 16.8 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube. • Average U.S. Viewer Watched 6.4 Hours of Online Video During the Month. source: comScore 124
  125. 125. Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 125
  126. 126. Direct to Consumers 126
  127. 127. Online Video: Marie Digby 127
  128. 128. Online Video: Marie Digby 128
  129. 129. Online Video: Marie Digby 129
  130. 130. Blog Response: Marie Digby 130
  131. 131. Blog Comments: Marie Digby 131
  132. 132. Online Video: Internal Communications 132
  133. 133. Online Video: Internal/External Communications 133
  134. 134. Video in Online News Rooms 134
  135. 135. Shooting Video: Streaming Gear 135
  136. 136. Shooting Video: Flip 136
  137. 137. Shooting Video: HD Portable Gear Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere 137
  138. 138. Shooting Video: High-End – Canon XL H1S 138
  139. 139. Video Editing Software – Windows Movie Maker 139
  140. 140. Video Editing Software – Mac iMovie 140
  141. 141. Centralized Online Video Distribution 141
  142. 142. Content Strategy: Live Online Broadcasting 142
  143. 143. Online Video Case Study: Toyota 143
  144. 144. Audio and Video Recap • 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 144
  145. 145. Afternoon Break 145
  146. 146. Social Bookmarking 146
  147. 147. Favorites use Title Tags 147
  148. 148. Social Bookmarking 148
  149. 149. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 149
  150. 150. Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 150
  151. 151. Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 151
  152. 152. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 152
  153. 153. User Ratings 153
  154. 154. Social News Site: Digg 154
  155. 155. Social Bookmarking: Digg 155
  156. 156. Social Networking Image by: Luc Legay 156
  157. 157. Global Social Networking Penetration 157
  158. 158. Global Social Networking Penetration Growth 158
  159. 159. Corporate Social Networking Adoption 159
  160. 160. Global Social Networking Brand 160
  161. 161. Social Networking – Usage Trends 161
  162. 162. Social Networking: US Communities by Popularity • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 162
  163. 163. Social Networking: MySpace Back End Front End 163
  164. 164. Social Networking: Facebook 164
  165. 165. Social Networking: Custom URLs 165
  166. 166. Social Networking: Facebook Company Pages 166
  167. 167. Social Networking: Facebook Company Pages 167
  168. 168. Social Networking: Facebook Company Pages 168
  169. 169. Facebook for Government Agencies 169
  170. 170. 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 Source: Inside Facebook 170
  171. 171. Case Study: Virginia Tech Massacre Virginia Tech Social Media Crisis Communications Research Podcast 171
  172. 172. Social Networking: Linked In 172
  173. 173. Social Networking: Linked In Groups 173
  174. 174. Social Networking: Niche Nets 174
  175. 175. Social Networking: Niche Nets 175
  176. 176. Social Networking: Niche Nets 176
  177. 177. Social Networking: White Label Platforms 177
  178. 178. Social Networking: White Label PRSA Tech Site 178
  179. 179. Social Networking Aggregators 179
  180. 180. Social Networking Aggregators 180
  181. 181. Social Networking Mash-Ups 181
  182. 182. 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 182
  183. 183. 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 183
  184. 184. PSNH Case Study: Process Detail 184
  185. 185. PSNH Twitter Strategy Twitter ID & Password Twitpic Link Emailed Image & Subject Headline Posted on Twitpic Updates in Reverse Twitpic Link & Chronolog Caption ical Order 185
  186. 186. New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 186
  187. 187. Online Communications Strategy New Media Social Media Email Linkedin Twitter Search Online Newsroom Flickr Press Releases YouTube Inbound Links Facebook Conversions Coverage 187
  188. 188. FEMA: Closing the Credibility Gap FEMA Social Media Deep Dive Podcast 188
  189. 189. Wikipedia 189
  190. 190. Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 190
  191. 191. Wikipedia Hall of Shame 191
  192. 192. Chris Wilson On the Record…Online 192
  193. 193. Help Yourself 193
  194. 194. 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/3.0 194
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