Social Media and New Media Workshop (FSI) PY363 - Day 2
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The second 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 16, 2009.

The second 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 16, 2009.

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Social Media and New Media Workshop (FSI) PY363 - Day 2 Presentation Transcript

  • 1. New Media and Social Media Workshop Tsevis 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 16, 2009
  • 2. Media & Democracy 2
  • 3. Prediction: Fourth Estate’s Fortunes Have Waned 3
  • 4. Prediction: Living Mediascape 4
  • 5. Prediction: Electronic Paper 5
  • 6. Prediction: Social News Filter 6
  • 7. Digg vs. Other Media Source: Compete.com 7
  • 8. Prediction: Growth of Social Networking 8
  • 9. World Map of Social Networks Source: Vinco’s Blog 9
  • 10. Prediction: Google Combines Services 10
  • 11. Prediction: Privacy Levels Source: NY Times 11
  • 12. Prediction: News Wars 12
  • 13. Prediction: Social Graph 13
  • 14. Prediction: Fact Stripping Robots 14
  • 15. Deconstructing the News Release 15
  • 16. Anatomy of the Blog Source: Dickson Fong 16
  • 17. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post Blog Post 17
  • 18. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 18
  • 19. Anatomy of the Blog: Permalinks Permalink 19
  • 20. Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink 20
  • 21. Anatomy of the Blog: Comments 21
  • 22. Anatomy of the Blog: Comment Moderation Consider adding information about turn around time 22
  • 23. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 23
  • 24. Anatomy of the Blog: Moderation Challenges 24
  • 25. Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll 25
  • 26. Anatomy of the Blog: Widgets Widget Widget Widget 26
  • 27. Anatomy of the Blog: Tags Clouds A list of tags where size reflects popularity. 27
  • 28. Anatomy of the Blog: Widgets 28
  • 29. Astroturfing 29
  • 30. Anatomy of the Blog: TwitterFeed 30
  • 31. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 31
  • 32. New Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 32
  • 33. Live Demo: Using Google Reader 33
  • 34. Live Demo: Email Alerts 34
  • 35. Guidelines for Bloggers 35
  • 36. Play Nice 36
  • 37. Pseudo-Anonymity 37
  • 38. Summarize 38
  • 39. One to Many 39
  • 40. Democratize 40
  • 41. Unfiltered 41
  • 42. Blogger Ethics 42
  • 43. Thou shall not confuse thy opinion with truth 43
  • 44. Thou shall not invoke personal attacks 44
  • 45. Thou shall stick to the subject at hand 45
  • 46. Thou shall cite thy references 46
  • 47. Thou shall punctuate and capitalize 47
  • 48. Thou shall own up to thy mistakes 48
  • 49. Thou shall not use aliases or sock puppets 49
  • 50. Thou shall not feed the trolls 50
  • 51. Thou shall resize thy images 51
  • 52. Thou shall keep online baggage online 52
  • 53. Blogging: Implementation Benefits • Humanizes and personalizes • Fosters asynchronous communications • Crosses geographic boundaries • Engagement can be measured by number of comments, use of blog search tool, email subscribers, RSS and HTML usage • Effectiveness can be assessed by monitoring online conversations 53
  • 54. Social Media Policies People Policy Process Technology 54
  • 55. Social Media Policy 55
  • 56. What Should I Blog About? "If I were going to start a blog now I would go very, very, very niche -- as niche as you can get...if you pick something specific and maybe that's not too heavily covered yet, you have a chance to establish yourself as a voice in that area." Peter Rojas, founding editor of Gizmodo and chief strategy officer of Weblogs, Inc. 56
  • 57. More Advice to Aspiring Bloggers from Peter Rojas • Be passionate • Start slow • Be enthusiastic • Be critical • Be credibility • Pick a niche topic 57
  • 58. 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 58
  • 59. 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 Source: Chris Brogan 59
  • 60. Wonder Wheeling Blog Post Ideas 60
  • 61. 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 61
  • 62. 10 Techniques 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 source: problogger 62
  • 63. 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 63
  • 64. Benefits of Blogging 64
  • 65. Blogger Relations 65
  • 66. Collective Intelligence? 66
  • 67. Submit your attention 67
  • 68. Participate 68
  • 69. Courtship matters 69
  • 70. No Broadcast Distribution 70
  • 71. Humanize 71
  • 72. You can’t buy passion 72
  • 73. Set the record straight 73
  • 74. Blogger Relations Etiquette • Listen before talking • Participate, don’t control • Be of service • Be modest • Be authentic • Be transparent 74
  • 75. Case Study: Microsoft 75
  • 76. Case Study: Nokia 76
  • 77. Case Study: Rock-Ola 77
  • 78. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 78
  • 79. 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 • Linking policies are ridiculous • Specify credit and usage rights • Send suggestions by the preferred means 79
  • 80. Online Reputation Management 80
  • 81. Blog Crisis: Case Study 81
  • 82. Case Study: Blog Crisis Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers • One on one blogger relations impractical 82
  • 83. Micro Blogging Source: Current TV 83
  • 84. Twitter as a News Source Source: Examiner.com 84
  • 85. Anatomy of a Microblog External Communications Media Relations 85
  • 86. Anatomy of a Twitter Client: TweetDeck 86
  • 87. Anatomy of a Twitter: TweetChat 87
  • 88. Hashtags.org 88
  • 89. Twitter Case Studies 89
  • 90. 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 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 90
  • 91. Live Demo: Livening Up Your Blog 91
  • 92. Demo: Blogging a YouTube Clip 92
  • 93. Demo: Livening Up Your Blog 93
  • 94. Demo: Site Meter 94
  • 95. Demo: FeedBurner 95
  • 96. Live Demo: Email Subscription Widget 96
  • 97. Demo: Social Bookmarking Widget 97
  • 98. Live Demo: Tagging Blog Posts 98
  • 99. Live Demo: Livening Up Your Blog 99
  • 100. Live Demo: Livening Up Your Blog 100
  • 101. Live Demo: FriendFeed 101
  • 102. 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 102
  • 103. Online Audio and Video podcast download webcast 103
  • 104. Podcasts 104
  • 105. Podcasts Defined Types of Podcasts: • Audio and Video • Repurposed Electronic Media • Print MSM Extensions • Originally Produced 105
  • 106. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 106
  • 107. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 107
  • 108. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 108
  • 109. Finding Podcasts through Show Notes 109
  • 110. iTunes Podcatcher 110
  • 111. Distributing Through iTunes 111
  • 112. RSS 2.0 with Enclosures Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7 112
  • 113. Feed Validators 113
  • 114. Podcast in iTunes 114
  • 115. Who is Podcasting: Case Study Who is Podcasting? 115
  • 116. Case Study: IBM Podcasts: Employees as Evangelists 116
  • 117. 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. 117
  • 118. Case Study: APM Music 118
  • 119. Case Study: APM Music 119
  • 120. Case Study: APM Music 120
  • 121. Case Study: APM Music 121
  • 122. Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 122
  • 123. Case Study: Starbucks 123
  • 124. Case Study: Starbucks 124
  • 125. Podcast Production 125
  • 126. Podcast Production 126
  • 127. Podcast Production 127
  • 128. Podcast Production 128
  • 129. 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 129
  • 130. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 130
  • 131. ID3 Tagging 131
  • 132. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 132
  • 133. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 133
  • 134. Promoting Podcasts: Signature Blocks 134
  • 135. Promotion Podcasts: Email Marketing 135
  • 136. Promoting Podcasts: PNRs 136
  • 137. Promoting Podcasts: SEOed Press Release 137
  • 138. Promoting Podcasts: Industry Awards 138
  • 139. 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 139
  • 140. Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 140
  • 141. Online Video: Marie Digby 141
  • 142. Online Video: Marie Digby 142
  • 143. Online Video: Marie Digby 143
  • 144. Blog Response: Marie Digby 144
  • 145. Blog Comments: Marie Digby 145
  • 146. Viral Video Case Study: Chevy Tahoe 146
  • 147. 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 147
  • 148. Online Video: Internal Communications 148
  • 149. Online Video: Internal/External Communications 149
  • 150. Video in Online News Rooms 150
  • 151. Shooting Video: Streaming Gear 151
  • 152. Shooting Video: Flip 152
  • 153. 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 153
  • 154. Shooting Video: High-End – Canon XL H1S 154
  • 155. Video Editing Software – Windows Movie Maker 155
  • 156. Video Editing Software – Mac iMovie 156
  • 157. Centralized Online Video Distribution 157
  • 158. Content Strategy: Live Online Broadcasting 158
  • 159. 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 159
  • 160. Social Bookmarking 160
  • 161. Favorites use Title Tags 161
  • 162. Social Bookmarking 162
  • 163. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 163
  • 164. Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 164
  • 165. Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 165
  • 166. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 166
  • 167. User Ratings 167
  • 168. Social News Site: Digg 168
  • 169. Social Bookmarking: Digg 169
  • 170. Social Networking Image by: Luc Legay 170
  • 171. Global Social Networking Penetration 171
  • 172. Global Social Networking Penetration Growth 172
  • 173. Corporate Social Networking Adoption 173
  • 174. Global Social Networking Brand 174
  • 175. Social Networking – Usage Trends 175
  • 176. Social Networking: US Communities by Popularity • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 176
  • 177. Social Networking: MySpace Back End Front End 177
  • 178. Social Networking: Facebook 178
  • 179. Social Networking: Custom URLs 179
  • 180. Social Networking: Facebook Company Pages 180
  • 181. Social Networking: Facebook Company Pages 181
  • 182. Social Networking: Facebook Company Pages 182
  • 183. 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 183
  • 184. Case Study: HSBC 184
  • 185. Social Networking: Linked In 185
  • 186. Social Networking: Linked In Groups 186
  • 187. Social Networking: Niche Nets 187
  • 188. Social Networking: Niche Nets 188
  • 189. Social Networking: Niche Nets 189
  • 190. Social Networking: White Label Platforms 190
  • 191. Social Networking: White Label Platforms 191
  • 192. Social Networking: ExchangesConnect 192
  • 193. Social Networking Aggregators 193
  • 194. Social Networking Aggregators 194
  • 195. Social Networking Mash-Ups 195
  • 196. 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 196
  • 197. 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 197
  • 198. PSNH Case Study: Process Detail 198
  • 199. New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 199
  • 200. Wikipedia 200
  • 201. Wikipedia – From Marketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 201
  • 202. Wikipedia – From Marketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 202
  • 203. Wikipedia – From Marketing Sherpa Getting Errors Fixed Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 203
  • 204. Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 204
  • 205. Wikipedia Hall of Shame 205
  • 206. Monsanto Edits Michael Moore 206
  • 207. US DoJ Obfuscates Bush Criticism 207
  • 208. Wisdom of the Chaperones 208
  • 209. Chris Wilson On the Record…Online 209
  • 210. Carry the Message Online Communications Master Class June 26, 2009 - Boston PRSA | Map Online Communications Boot Camp June 24-25, 2009 - Boston PRSA | Map Social Media for Journalists June 19, 2009 - NYC Media Bistro | Map Understanding New Communications Technologies June 3, 2009 - Las Vegas The Licensing Show | Map Source: Social Media Training Calendar 210
  • 211. Help Yourself 211
  • 212. 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/3.0 212