New Media Boot Camp NYC Dec. 2010 - Day One20091203

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New Media Boot Camp NYC Dec. 2010 - Day One20091203

  1. 1. New Media and Social Media Boot Camp Instructor: @EricSchwartzman NYC, Dec. 03, 2009 Day One
  2. 2. Housekeeping • N t IQ Net • Breaks and Lunch • Cell Phones • Introductory Immersion • Technical Problems • New Vocabulary • Curriculum • Slides are Numbered • Handouts are Digital • I’m @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. Email Blasts 19
  20. 20. Journalists Relying on Company Websites Source: PR Week 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 N t k 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 Drives 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: Social Antibodies Whopper Big Mac Subway 29
  30. 30. Citizen Journalism: Triangulating Truth 30
  31. 31. No Secrets 31
  32. 32. 90 Million Photo Journalists Source: Twitpic 32
  33. 33. For Immediate Discovery • Patience thresholds • Anticipate • 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 N t k Pure Social Networks Social Media 36
  37. 37. Social Media Identity Theft Source: namechk 37
  38. 38. Conversations are Media Source: 2009 Edelman Trust Barometer 38
  39. 39. Times Are Changing 39
  40. 40. Crowd Sourcing Conferences 40
  41. 41. Open Government Source: US Federal Government 41
  42. 42. Democratizing Policy 42
  43. 43. Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 43
  44. 44. Social Media Engagement Aren’t Mass Media Photo by Periodico LaDemocaracia 44
  45. 45. Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer 45
  46. 46. Conversations are Intimate Source: Universal McCann 46
  47. 47. Edgework Source: Cobalt123 47
  48. 48. New Media Train Everyone 48
  49. 49. Everyone Needs Guidance People p Policy y Process Technology 49
  50. 50. Celebrated Social Media Policy 50
  51. 51. Policy Elements Transparency of Public Information Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy y Confidentiality Crisis Diplomacy Considerations Conflict Disclaimers Resolution 51
  52. 52. Conversations Shape Reputation Reput ation t Source: Shel Holtz Mainstream News Media 52
  53. 53. Truth for Some People 53
  54. 54. News is Frequent Updating 54
  55. 55. Provide Social Media Training Source: 2009 Digital Readiness Report 55
  56. 56. Your Curriculum New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks Social Media 56
  57. 57. Morning Break 57
  58. 58. Guiding Principles 58
  59. 59. Play Nice 59
  60. 60. Pseudo-Anonymity 60
  61. 61. Democratize 61
  62. 62. Conversations have Demographics Generation Gap Source: Forrester Research 62
  63. 63. Filling Your Own News Hole 63
  64. 64. Transparency and Authenticity 64
  65. 65. Customer Service Rep as Spokesperson 65
  66. 66. Unintended Consequences 66
  67. 67. Retention Training Manual Leaked 67
  68. 68. Getting through the Filter 68
  69. 69. Revolution Rant Eisner Aristocrat Revolutionary Lassiter 69
  70. 70. Share My Experience Source: On the Record…Online Podcast 70
  71. 71. Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks Social Media 71
  72. 72. Websites and Online Newsrooms 72
  73. 73. Or This: 73
  74. 74. Resistance is Futile 74
  75. 75. Control vs. Credibility 75
  76. 76. End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Co Founder Electronic Freedom Foundation 76
  77. 77. Website is the Center Point 77
  78. 78. Organizing Your Web Presence First 1. Your website i th most credible 1 Y b it is the t dibl source of information online about your organization 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. 78
  79. 79. Making Online News Scanable 79
  80. 80. Online Newsrooms Column 1 Column 2 Column 3 Column 4 Ma Nav by Topic y Press Info ain Site Search Subscriptions Sub Na for Secondary dia av Emphasis E h i Med cs Lead Story with Hot Topic Clickable Thumbnail Headline Primary Logical Thumbnails in Sub Headline Emphasis Path Index 80
  81. 81. 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 newsroom. 81
  82. 82. Subscription Kiosks ‐ RSS Clickab Cli k b le RSS Text and Icon Step One – Visitor clicks the RSS text or icon. 82
  83. 83. Subscription Kiosks – Custom Feeds Help Screen Sub Category Feed Catego ry Feed Sub Category Feed Generates Custom RSS Feed 83
  84. 84. 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, 84 subscribe via browser or view a raw
  85. 85. Subscription Kiosks – Email Alerts Clickabl Cli k bl e Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. 85
  86. 86. Subscription Kiosks – Email CAPTCHAs and Confirmations Subscriber enters email address CAPTCHA Code function with audio accessibility for y visually impaired visitors Confirmation message 86
  87. 87. Subscription Kiosks – Email Authentication Links Email E il Sent from Online Newsroo m Unique Domain URL Step Three– Visitor clicks on an unique hyperlink sent to the registered email address f dd from th newsroom’s d the ’ domain. i 87
  88. 88. Subscription Kiosks – Email Category and Sub Categories 88
  89. 89. Subscription Kiosks ‐ Sharing Clickable Cli k bl Share Text and Icon Step O S One – Vi i Visitor clicks the Share text or icon. 89
  90. 90. 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 90
  91. 91. Subscription Kiosks – Sharing via Email Recipient’s Email Optional Comments Field CAPTCHA User Comment Page Title URL 91
  92. 92. Experts Database Expert Database Search Results Expert Detail Page Sort By O ti S t B Option Paginated Results Searches “Area of Expertise” field (manually entered) Thumbnail Image Newsroom Links 92
  93. 93. Data Visualization Resource 93
  94. 94. Data Visualization Resource 94
  95. 95. Data Visualization - Embed Codes 95
  96. 96. Data Visualization - Beach Report Card 96
  97. 97. Gov 2.0 – IT Dashboard Source: US Federal Government 97
  98. 98. Gov 2.0 – Government as a Platform 98
  99. 99. Gov 2.0 - Impact of Public Diplomacy Cairo Speech Cairo Speech “Obama” Peak Obama Peak “Freedom” Peak Freedom Peak 99
  100. 100. Entergy Storm Center Maps Power Outages Color Coded by Size Outage Street Level Detail 100
  101. 101. Crisis Communications Template Standard Black Box Homepage Homepage Black Box Background No Background Image Image Crisis Footer Standard Footer 101
  102. 102. Online Crisis Communications – Demand Spike 102
  103. 103. Domain Links Build Credibility Source: Toyota Online Newsroom 103
  104. 104. Participatory PR 104
  105. 105. Go Where the People Are 105
  106. 106. Inviting them to your Domain to Socialize 106
  107. 107. Aligning with Back Channels 107
  108. 108. Debunking Misinformation 108
  109. 109. Lunch 109
  110. 110. Email Source: Universal McCann 110
  111. 111. Links vs. Attachments 111
  112. 112. Resource: Sending Large Files 112
  113. 113. Email Risks 113
  114. 114. Email Risks: Blogger Fights Back unique visitor to lifehacker.com 114
  115. 115. Email Risks: Blogger Fights Back 115
  116. 116. Reverse Engineering Media Contact Lists 116
  117. 117. Media Contact Lists by Region 117
  118. 118. Jedi List Synchronization a. Media Lists b. Outlook Exports b Outlook Exports c. Opt ins d. Professional contacts Professional contacts 118
  119. 119. Direct Communications: Coping with Attention Deficits 119
  120. 120. Email Newsletter Campaign Elements 1. Content Strategy gy 2. Frequency 3. Email lists 4. Email Newsletter Templates 5. Landing Pages 6. Measurement/Reporting 6 M t/R ti 120
  121. 121. Anatomy of the Blog Source: Dickson Fong 121
  122. 122. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post g Blog Post 122
  123. 123. Anatomy of the Blog: Permalinks Permalink 123
  124. 124. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 124
  125. 125. Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink 125
  126. 126. Anatomy of the Blog: Comments 126
  127. 127. Anatomy of the Blog: Comment Moderation Consider adding information about turn b around time 127
  128. 128. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 128
  129. 129. Anatomy of the Blog: Moderation Challenges 129
  130. 130. Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll 130
  131. 131. Anatomy of the Blog: Widgets Widget Widget Widget id 131
  132. 132. Credibility of Domain Source: UCLA Online Newsroom 132
  133. 133. Astroturfing 133
  134. 134. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 134
  135. 135. New Media Monitoring Leveraging RSS: 1. Web-based 1 Web based readers 2. Desktop-based readers 3. Email clients 135
  136. 136. Live Demo: Using Google Reader 136
  137. 137. New Media Notifications 137
  138. 138. Afternoon Break 138
  139. 139. Blogger Relations 139
  140. 140. Collective Intelligence? 140
  141. 141. Submit your attention 141
  142. 142. Participate 142
  143. 143. Courtship matters 143
  144. 144. You can’t buy passion 144
  145. 145. Set the record straight 145
  146. 146. Blogger Relations Etiquette • Listen first • Participate, don’t control • Be of service • Be modest • Be authentic • Be transparent 146
  147. 147. Case Study: Rock-Ola 147
  148. 148. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 148
  149. 149. 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 • Li ki Linking policies are ridiculous li i idi l • Specify credit and usage rights • Send suggestions by the preferred means 149
  150. 150. Online Reputation Management 150
  151. 151. Blog Crisis: Case Study 151
  152. 152. Case Study: Blog Crisis Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bl l l f fl l bloggers 152
  153. 153. Corporate Blogs Source: Monsanto Blog 153
  154. 154. Unfiltered Conversation 154
  155. 155. Messaging through Sneeze Posts Source: Monsanto Blog 155
  156. 156. Intro to Micro Blogging Source: Current TV S C t 156
  157. 157. Twitter as a News Source Source: Examiner.com 157
  158. 158. Anatomy of a Microblog External Communications Media Relations 158
  159. 159. Anatomy of a Twitter Client: TweetDeck 159
  160. 160. Crowd Sourcing Customer Service on Twitter 160
  161. 161. Anatomy of a Twitter: TweetChat 161
  162. 162. Hashtags.org 162
  163. 163. Tweets via RSS 163
  164. 164. Science of Retweets Source: Dan Zarella 164
  165. 165. Tracking Twitter Favorites 165
  166. 166. Tracking Tweets by Geography 166
  167. 167. Twitter Case Studies 167
  168. 168. Social Media for Parents 168
  169. 169. Social Media Training for Dads 169
  170. 170. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com [ ] p [ ] Email schwartzmanpr.com Website ontherecordpodcast.com p 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 reserved. Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 170

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