Social Media and New Media Workshop (FSI) PY363 - Day 1

1,166 views

Published on

The third day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 17, 2009.

Published in: Business, News & Politics
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,166
On SlideShare
0
From Embeds
0
Number of Embeds
41
Actions
Shares
0
Downloads
67
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Social Media and New Media Workshop (FSI) PY363 - Day 1

  1. 1. New Media and Social Media Workshop Foreign Service Institute – Department of State School of Professional and Area Studies Public Diplomacy Division Director: Matthew Lussenhop Instructors: Chris Degnan, Matthew Lussenhop, Eric Schwartzman Course Number PY363 July 17, 2009
  2. 2. Housekeeping • Breaks and Lunch • Cell Phones • Introductory Course • Technical Problems • Curriculum • Handouts are Digital • Twitter Hashtag #sm@state • 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. Journalists Relying on Company Websites Source: PR Week 19
  20. 20. Email Blasts 20
  21. 21. New Media Driving Purchasing Decisions 1 2 3 Source: Universal McCann 21
  22. 22. Search Gets Social Source: Wikipedia 22
  23. 23. Page Rank is the New PR 23
  24. 24. Links as Third-Party Endorsements 24
  25. 25. Social Web Arrives Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 25
  26. 26. Web Gets Easy 26
  27. 27. Marketing with Convenience • Ease of use • 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 27
  28. 28. Convenience Online search filter review share Source: Sit or Squat 28
  29. 29. User Experience is Conversation Social Search User Ratings on Comments 29
  30. 30. What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 30
  31. 31. Higher Power Whopper Big Mac Subway 31
  32. 32. Citizen Journalism 32
  33. 33. No Secrets 33
  34. 34. 90 Million Photo Journalists Source: Twitpic 34
  35. 35. For Immediate Discovery • Search is immediate • Blogging is immediate • Shorter patience thresholds • Sharing is nice • Anticipate and respond Photo by Juandazeng 35
  36. 36. Web Surpasses Mainstream Media Channels Source: Pew Internet 36
  37. 37. Analog Dollars to Digital Pennies Source: Newspaper Association of America 37
  38. 38. Press Pool Evaporates Source: Papercuts 38
  39. 39. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 39
  40. 40. Social Media Surge Source: Friendfeed 40
  41. 41. Social Media Explosion Source: namechk 41
  42. 42. Social Media Identity Theft Source: namechk 42
  43. 43. Conversations are Media Source: 2009 Edelman Trust Barometer 43
  44. 44. Conversations are Intimate Source: Universal McCann 44
  45. 45. Conversations have Demographics Generation Gap Source: Forrester Research 45
  46. 46. Conversations are Aggregated Google Reader 46
  47. 47. Conversations Shape Reputation Rep u t at ion Source: Shel Holtz Mainstream News Media 47
  48. 48. News is Frequent Updating 48
  49. 49. Conversations Empower Consumers 49
  50. 50. Trustworthies Source: 2009 Edelman Trust Barometer 50
  51. 51. Trust in Government Source: 2009 Edelman Trust Barometer 51
  52. 52. NGOs Most Trusted Source: 2009 Edelman Trust Barometer 52
  53. 53. Benefit of Leveraging Channels Source: 2009 Edelman Trust Barometer 53
  54. 54. Lack of Trust Triggers Desire for Government Regulation Source: 2009 Edelman Trust Barometer 54
  55. 55. Government is Responsible for Solving Global Issues Source: 2009 Edelman Trust Barometer 55
  56. 56. ROI of Trust Source: 2009 Edelman Trust Barometer 56
  57. 57. Gaining Public Trust Source: 2009 Edelman Trust Barometer 57
  58. 58. Who Says You Can’t Blog Source: Monsanto Blog 58
  59. 59. Unfiltered Conversation 59
  60. 60. Messaging through Sneeze Posts Source: Monsanto Blog 60
  61. 61. Your Domain has Credibility Source: UCLA Online Newsroom 61
  62. 62. Domain Links Build Credibility Source: Toyota Online Newsroom 62
  63. 63. Participatory PR 63
  64. 64. Go Where the People Are 64
  65. 65. Inviting them to your Domain to Socialize 65
  66. 66. Aligning with Back Channels 66
  67. 67. Debunking Misinformation 67
  68. 68. Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 68
  69. 69. Just Say No Photo by Periodico LaDemocaracia 69
  70. 70. Conversations are Addictive Photo by Why Not Studios 70
  71. 71. Price of Free 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 71
  72. 72. Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer 72
  73. 73. Innovation is Risky Source: iPressroom 73
  74. 74. New Media Train Everyone 74
  75. 75. Surrender to the Conversation 75
  76. 76. Afternoon Break 76
  77. 77. Filling Your Own News Hole 77
  78. 78. Transparency and Authenticity 78
  79. 79. Customer Service Rep as Spokesperson 79
  80. 80. Unintended Consequences 80
  81. 81. Retention Training Manual Leaked 81
  82. 82. Coping with an Online Crisis: Comcast 82
  83. 83. Direct to Consumers 83
  84. 84. Getting through the Filter 84
  85. 85. Revolution Rant Eisner Aristocrat Revolutionary Lassiter 85
  86. 86. Share My Experience Source: On the Record…Online Podcast 86
  87. 87. 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 87
  88. 88. Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 88
  89. 89. New Media Priorities of Government Agencies 89
  90. 90. Websites and Online Newsrooms 90
  91. 91. Or This: 91
  92. 92. Website is the Center Point 92
  93. 93. 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. 93
  94. 94. Media Relations Resource 94
  95. 95. Media Relations Resource: RSS by Category 95
  96. 96. Media Relations Resource: Category Email Alerts 96
  97. 97. Media Relations Resource: CAPTCHA Codes 97
  98. 98. Media Relations Resource : PR Contacts View 98
  99. 99. Media Relations Resource: Sub Headlines 99
  100. 100. External and Internal Communications Resource 100
  101. 101. External and Internal Communications Resource 101
  102. 102. External and Internal Communications Resource 102
  103. 103. External and Internal Communications Resource 103
  104. 104. Online Video for Direct Communications 104
  105. 105. Integrating Social Media 105
  106. 106. Data Visualization Resource 106
  107. 107. Data Visualization Resource 107
  108. 108. Data Visualization Widget 108
  109. 109. Data Visualization Resource 109
  110. 110. Data Visualization – IT Dashboard Source: US Federal Government 110
  111. 111. Email Source: Universal McCann 111
  112. 112. Links vs. Attachments 112
  113. 113. Resource: Sending Large Files 113
  114. 114. Email Risks 114
  115. 115. Email Risks: Blogger Fights Back unique visitor to lifehacker.com 115
  116. 116. Email Risks: Blogger Fights Back 116
  117. 117. Reverse Engineering Media Contact Lists 117
  118. 118. Media Contact Lists by Region 118
  119. 119. List Management a. Media Lists b. Outlook Exports c. Opt ins d. Professional contacts 119
  120. 120. Direct Communications: Coping with Attention Deficits 120
  121. 121. Email Newsletter Campaign Elements 1. Content Strategy 2. Frequency 3. Email lists 4. Email Newsletter Templates 5. Landing Pages 6. Measurement/Reporting 121
  122. 122. Reinventing PR Against Clicks Instead of Clips Email SEO Landing Pages Conversion Activity ROI 122
  123. 123. Online Communications Strategy New Media Social Media Email Linkedin Twitter Search Online Newsroom Flickr Press Releases YouTube Inbound Links Facebook Conversions Coverage 123
  124. 124. 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/3.0 124

×