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

Media & Democracy
2

Prediction: Fourth Estate’s Fortunes Have Waned
3

Prediction: Living Mediascape
4

Prediction: Electronic Paper
5

Prediction: Social News Filter
6

Digg vs. Other Media
Source: Compete.com
7

Prediction: Growth of Social Networking
8

World Map of Social Networks
Source: Vinco’s Blog
9

Prediction: Google Combines Services
10

Prediction: Privacy Levels
Source: NY Times
11

Prediction: News Wars
12

Prediction: Social Graph
13

Prediction: Fact Stripping Robots
14

Deconstructing the News Release
15

Anatomy of the Blog
Source: Dickson Fong
16

Anatomy of the Blog: Blogs and Blog Posts
Homepage
Blog/Homepage
Blog Post
Author/ Date
Blog Post
Blog Post
17

Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
18

Anatomy of the Blog: Permalinks
Permalink
19

Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
20

Anatomy of the Blog: Comments
21

Anatomy of the Blog: Comment Moderation
Consider
adding
information
about turn
around time
22

Anatomy of the Blog: Comment Moderation
Consider adding
moderation policy
hyperlink
23

Anatomy of the Blog: Moderation Challenges
24

Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
25

Anatomy of the Blog: Widgets
Widget
Widget
Widget
26

Anatomy of the Blog: Tags Clouds
A list of tags where size reflects
popularity.
27

Anatomy of the Blog: Widgets
28

Astroturfing
29

Anatomy of the Blog: TwitterFeed
30

Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
31

New Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
32

Live Demo: Using Google Reader
33

Live Demo: Email Alerts
34

Guidelines for Bloggers
35

Play Nice
36

Pseudo-Anonymity
37

Summarize
38

One to Many
39

Democratize
40

Unfiltered
41

Blogger Ethics
42

Thou shall not confuse thy opinion with truth
43

Thou shall not invoke personal attacks
44

Thou shall stick to the subject at hand
45

Thou shall cite thy references
46

Thou shall punctuate and capitalize
47

Thou shall own up to thy mistakes
48

Thou shall not use aliases or sock puppets
49

Thou shall not feed the trolls
50

Thou shall resize thy images
51

Thou shall keep online baggage online
52

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

Social Media Policies
People Policy Process Technology
54

Social Media Policy
55

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

More Advice to Aspiring Bloggers from Peter Rojas
• Be passionate
• Start slow
• Be enthusiastic
• Be critical
• Be credibility
• Pick a niche topic
57

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

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

Wonder Wheeling Blog Post Ideas
60

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

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

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

Benefits of Blogging
64

Blogger Relations
65

Collective Intelligence?
66

Submit your attention
67

Participate
68

Courtship matters
69

No Broadcast Distribution
70

Humanize
71

You can’t buy passion
72

Set the record straight
73

Blogger Relations Etiquette
• Listen before talking
• Participate, don’t control
• Be of service
• Be modest
• Be authentic
• Be transparent
74

Case Study: Microsoft
75

Case Study: Nokia
76

Case Study: Rock-Ola
77

Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
78

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

Online Reputation Management
80

Blog Crisis: Case Study
81

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

Micro Blogging
Source: Current TV
83

Twitter as a News Source
Source: Examiner.com 84

Anatomy of a Microblog
External
Communications
Media Relations
85

Anatomy of a Twitter Client: TweetDeck
86

Anatomy of a Twitter: TweetChat
87

Hashtags.org
88

Twitter Case Studies
89

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

Live Demo: Livening Up Your Blog
91

Demo: Blogging a YouTube Clip
92

Demo: Livening Up Your Blog
93

Demo: Site Meter
94

Demo: FeedBurner
95

Live Demo: Email Subscription Widget
96

Demo: Social Bookmarking Widget
97

Live Demo: Tagging Blog Posts
98

Live Demo: Livening Up Your Blog
99

Live Demo: Livening Up Your Blog
100

Live Demo: FriendFeed
101

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

Online Audio and Video
podcast
download webcast
103

Podcasts
104

Podcasts Defined
Types of Podcasts:
• Audio and Video
• Repurposed Electronic Media
• Print MSM Extensions
• Originally Produced
105

Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
106

Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
107

Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
108

Finding Podcasts through Show Notes
109

iTunes Podcatcher
110

Distributing Through iTunes
111

RSS 2.0 with Enclosures
Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7
112

Feed Validators
113

Podcast in iTunes
114

Who is Podcasting: Case Study
Who is Podcasting?
115

Case Study: IBM
Podcasts: Employees as Evangelists
116

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

Case Study: APM Music
118

Case Study: APM Music
119

Case Study: APM Music
120

Case Study: APM Music
121

Case Study: Castrol
The Media Business: Editorial vs. Advertising
•NHRA Driver Ashley Force
First
•Castrol Executives Second
122

Case Study: Starbucks
123

Case Study: Starbucks
124

Podcast Production
125

Podcast Production
126

Podcast Production
127

Podcast Production
128

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

Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
130

ID3 Tagging
131

Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
132

Implementation Recommendations
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a “Best of Episode”
133

Promoting Podcasts: Signature Blocks
134

Promotion Podcasts: Email Marketing
135

Promoting Podcasts: PNRs
136

Promoting Podcasts: SEOed Press Release
137

Promoting Podcasts: Industry Awards
138

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

Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
140

Online Video: Marie Digby
141

Online Video: Marie Digby
142

Online Video: Marie Digby
143

Blog Response: Marie Digby
144

Blog Comments: Marie Digby
145

Viral Video Case Study: Chevy Tahoe
146

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

Online Video: Internal Communications
148

Online Video: Internal/External Communications
149

Video in Online News Rooms
150

Shooting Video: Streaming Gear
151

Shooting Video: Flip
152

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

Shooting Video: High-End – Canon XL H1S
154

Video Editing Software – Windows Movie Maker
155

Video Editing Software – Mac iMovie
156

Centralized Online Video Distribution
157

Content Strategy: Live Online Broadcasting
158

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

Social Bookmarking
160

Favorites use Title Tags
161

Social Bookmarking
162

Benefits of Sharing
1. Access favorites from anywhere
2. Share your favorites publicly
3. Use popular opinion to find info online
163

Live Demo: Social Bookmarking
1. Create Delicious account
2. Log in
3. Post URL
4. Save
5. Search popular tags
164

Live Demo: Social Search Monitoring
1. Query Delicious
2. Add Resulting RSS Feeds to Google
Rearder
165

Live Demo: Questions
1. Yahoo! Answers
2. Linkedin Questions
3. Facebook Status
4. Twitter
166

User Ratings
167

Social News Site: Digg
168

Social Bookmarking: Digg
169

Social Networking
Image by: Luc Legay
170

Global Social Networking Penetration
171

Global Social Networking Penetration Growth
172

Corporate Social Networking Adoption
173

Global Social Networking Brand
174

Social Networking – Usage Trends
175

Social Networking: US Communities by Popularity
• Facebook 78%
• MySpace 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
176

Social Networking: MySpace
Back End Front End
177

Social Networking: Facebook
178

Social Networking: Custom URLs
179

Social Networking: Facebook Company Pages
180

Social Networking: Facebook Company Pages
181

Social Networking: Facebook Company Pages
182

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

Case Study: HSBC
184

Social Networking: Linked In
185

Social Networking: Linked In Groups
186

Social Networking: Niche Nets
187

Social Networking: Niche Nets
188

Social Networking: Niche Nets
189

Social Networking: White Label Platforms
190

Social Networking: White Label Platforms
191

Social Networking: ExchangesConnect
192

Social Networking Aggregators
193

Social Networking Aggregators
194

Social Networking Mash-Ups
195

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

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

PSNH Case Study: Process Detail
198

New Media Case Study: PCNH
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Constituents
Service
199

Wikipedia
200

Wikipedia – From Marketing Sherpa
Getting Listed
“Stub” articles
Propose articles for creation
Enlisting community member to create an article
201

Wikipedia – From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
202

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

Wikipedia – Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
“Peacock Terms”
204

Wikipedia Hall of Shame
205

Monsanto Edits Michael Moore
206

US DoJ Obfuscates Bush Criticism
207

Wisdom of the Chaperones
208

Chris Wilson On the Record…Online
209

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

Help Yourself
211

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