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.

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

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

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