Social Media Boot Camp 20091107c

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Social Media Boot Camp 20091107c

  1. 1. Social Media Boot Camp 2009 PRSA International Conference Instructor: @EricSchwartzman San Diego :: Nov. 7, 2009 One Day Workshop 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
  2. 2. Housekeeping • Breaks and Lunch • Cell Phones • Introductory Immersion • Technical Problems • New Vocabulary • Curriculum • Slides are Numbered • Handouts are Digital • ID is @ericschwartzman • Twitter Hashtag #SocMedBootCamp 2
  3. 3. My Background and Experience •New Media Strategy Clients: New •New Media Training Clients: •Online Communications Clients: 3
  4. 4. News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 4
  5. 5. Message Map Overarching Message Supporting Messages Data Points 5
  6. 6. Mainstream Media Training 6
  7. 7. Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 7
  8. 8. Mass Media Addict Newspapers Television Media Relations Magazines Radio 8
  9. 9. Junket Junkie 9
  10. 10. Controlled Communications 10
  11. 11. Conforming to News Cycles Photo by Olivander 11
  12. 12. Scoring Ink 12
  13. 13. White Light Experience 13
  14. 14. Web Gave Life to New Media Websites Email SEO 14
  15. 15. Search and Reputation 1 2 3 Source: Universal McCann 15
  16. 16. 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 16
  17. 17. Email Source: Universal McCann 17
  18. 18. Page Rank is the New PR 18
  19. 19. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks Social Media 19
  20. 20. Tech Got Easy • Content’s claim to the crown • User experience and reputation • Ease of Use and Adoption • Participatory Platforms Photo by Spackletoe Evolution of Convenience 20
  21. 21. Downside of Easy 21
  22. 22. Social Media Conversations Reput ation t Mainstream News Media 22 Source: Shel Holtz
  23. 23. News is the Frequent Updating of Information 23
  24. 24. Socialization 24
  25. 25. Participatory Communications 25
  26. 26. Citizen Journalism 26
  27. 27. Social Antibodies 27
  28. 28. Crowd Souring Photo Journalism Source: Twitpic 28
  29. 29. Socially Distributed Problem Solving 29
  30. 30. Social Media Train Everyone 30
  31. 31. Surrender to the Edges Source: Cobalt123 31
  32. 32. Guidance Transparency of Information Intended for Public Release Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy y Confidentiality Combat Diplomacy Considerations Conflict Disclaimers Resolution 32
  33. 33. SEO: For Immediate Discovery Photo by Juandazeng 33
  34. 34. Managing Reputations through Search 34
  35. 35. Danger of Keeping Mum 35
  36. 36. Search Engine Optimization 36
  37. 37. Secret Formula 37
  38. 38. Optimization vs. Marketing SEM SEO 38
  39. 39. First Rule of Search Engine Optimization 39
  40. 40. Search Gets Social Source: Wikipedia 40
  41. 41. Links as Third-Party Endorsements • Anchor text h • Target URL 41
  42. 42. Case Study: Tracking Inbounds 42
  43. 43. Case Study: Search Results 43
  44. 44. Case: Fewer Inbounds, Higher Rank? 44
  45. 45. Case Study: Evaluating Inbounds 45
  46. 46. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 46
  47. 47. Keyword Discovery: Search Volume 47
  48. 48. Keyword Discovery: Taxonomy Source: Google Trends 48
  49. 49. Search Trends – Popular Language Source: America.gov 49
  50. 50. Examining Global Challenges by Region 50
  51. 51. Defining Global Challenges 51
  52. 52. Obama Effect 52
  53. 53. Keyword Discovery: Related Searches 53
  54. 54. Keyword Discovery: Wonder Wheel 54
  55. 55. Quantity vs. Quality 55
  56. 56. Blogs, Podcasts, RSS 56
  57. 57. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post g Blog Post 57
  58. 58. Anatomy of the Blog: Permalinks Permalink 58
  59. 59. Anatomy of the Blog: Anchor Text Hyperlinks Hyperlink Hyperlink Hyperlink 59
  60. 60. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 60
  61. 61. Anatomy of the Blog: Comments 61
  62. 62. Anatomy of the Blog: Comment Moderation Consider adding information about turn b around time 62
  63. 63. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 63
  64. 64. Anatomy of the Blog: Moderation Challenges 64
  65. 65. Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll 65
  66. 66. Anatomy of the Blog: Widgets Widget Widget Widget id 66
  67. 67. Anatomy of the Blog: Subscriptions RSS Email 67
  68. 68. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 68
  69. 69. Exercise: New & Social Media Monitoring Leveraging RSS: 1. Web-based 1 Web based readers 2. Desktop-based readers 3. Email clients 69
  70. 70. Blogger Relations 70
  71. 71. Meet the Bloggers Source: Technorati 71
  72. 72. Blogs, Twitter and Facebook vs. MSM Source: Technorati 72
  73. 73. Collective Intelligence? 73
  74. 74. Submit your attention 74
  75. 75. Participate 75
  76. 76. Courtship matters 76
  77. 77. No Broadcast Distribution 77
  78. 78. Humanize 78
  79. 79. Astroturfing 79
  80. 80. You can’t buy passion 80
  81. 81. Set the record straight 81
  82. 82. Case Study: Rock-Ola 82
  83. 83. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 83
  84. 84. Online Reputation Management 84
  85. 85. Blog Crisis: Case Study 85
  86. 86. Case Study: Blog Crisis Lessons Learned • Acknowledge immediately on website or blog • Id Identify influential bloggers in advance if i fl i l bl i d • Cultivate an inner circle of influential bloggers • One on one blogger relations impractical 86
  87. 87. 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 87
  88. 88. Three Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 88
  89. 89. Step 1: Inbound Links Source: Yahoo! Site Explorer 89
  90. 90. Step 2: Site Rank Source: Alexa 90
  91. 91. Step 3: Conversation Starters Source: Blogpulse Conversation Tracker 91
  92. 92. Additional Measurement Resources 92 Source: Social Mention
  93. 93. Additional Measurement Resources 93
  94. 94. Podcasting Types of Podcasts: • Audio A di and Vid d Video • Repurposed Electronic Media • Print MSM Extensions • Originally Produced 94
  95. 95. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 95
  96. 96. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 96
  97. 97. Finding Podcasts through Show Notes 97
  98. 98. iTunes Podcatcher 98
  99. 99. Distributing Through iTunes 99
  100. 100. Podcast in iTunes 100
  101. 101. State Dept. Podcasts in iTunes 101
  102. 102. State Dept. Daily Briefing Podcast in iTunes 102
  103. 103. RSS 2.0 with Enclosures Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7 103
  104. 104. 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 i i b giving audiences a rare, behind the scene look into one di b hi d th l ki t the world’s leading opera companies. Strategy: Told through the perspective of the director of the company’s latest production, profile the relationships ’ l t t d ti fil th l ti hi between the incomparable creative talents collaborating and the production process. Results: LA Opera is the world’s first opera company to R lt O i th ld’ fi t t 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 p , y Reporter. 104
  105. 105. Case Study: APM Music 105
  106. 106. Case Study: APM Music 106
  107. 107. Case Study: APM Music 107
  108. 108. Case Study: APM Music 108
  109. 109. Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 109
  110. 110. Case Study: Starbucks 110
  111. 111. Case Study: Starbucks 111
  112. 112. Podcast Production 112
  113. 113. Podcast Production 113
  114. 114. Podcast Production 114
  115. 115. Podcast Production 115
  116. 116. 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 116
  117. 117. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 117
  118. 118. ID3 Tagging 118
  119. 119. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 119
  120. 120. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” Best Episode 120
  121. 121. Promoting Podcasts: Signature Blocks 121
  122. 122. Promotion Podcasts: Email Marketing 122
  123. 123. Promoting Podcasts: PNRs 123
  124. 124. Promoting Podcasts: SEOed Press Release 124
  125. 125. Promoting Podcasts: Industry Awards 125
  126. 126. Online Video: Reach and Frequency • Americans Viewed a Record 16.8 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube. •A Average U.S. Viewer Watched 6.4 Hours of Online Video During U S Vi W t h d64H f O li Vid D i the Month. source: comScore 126
  127. 127. Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 127
  128. 128. Direct to Consumers 128
  129. 129. Online Video: Marie Digby 129
  130. 130. Online Video: Marie Digby 130
  131. 131. Online Video: Marie Digby 131
  132. 132. Blog Response: Marie Digby 132
  133. 133. Blog Comments: Marie Digby 133
  134. 134. Online Video: Internal Communications 134
  135. 135. Online Video: Internal/External Communications 135
  136. 136. Video in Online News Rooms 136
  137. 137. Shooting Video: Streaming Gear 137
  138. 138. Shooting Video: Flip 138
  139. 139. 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 139
  140. 140. Shooting Video: High-End – Canon XL H1S 140
  141. 141. Video Editing Software – Windows Movie Maker 141
  142. 142. Video Editing Software – Mac iMovie 142
  143. 143. Centralized Online Video Distribution 143
  144. 144. Content Strategy: Live Online Broadcasting 144
  145. 145. 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 y g • News content vs. feature content • More controlled/one-way channel controlled/one way • Credibility and third-party validation • Efficiency by leverage existing assets • Unscripted and authentic •P d Podcast news releases t l 145
  146. 146. Intro to Micro Blogging Source: Current TV S C t 146
  147. 147. Twitter as a News Source Source: Examiner.com 147
  148. 148. Anatomy of a Microblog 148
  149. 149. Anatomy of a Microblog External Communications Media Relations 149
  150. 150. Anatomy of a Twitter Client: TweetDeck 150
  151. 151. Crowd Sourcing Customer Service on Twitter 151
  152. 152. We Do You Follow? 152
  153. 153. Anatomy of a Twitter: TweetChat 153
  154. 154. Hashtags.org 154
  155. 155. Determining Fact… 155
  156. 156. …from Fiction Counter Twitters 156
  157. 157. FEMA: Closing the Credibility Gap FEMA Social Media Deep Dive Podcast 157
  158. 158. Tracking Twitter Favorites 158
  159. 159. Tracking Tweets by Geography 159
  160. 160. Twitter Case Studies 160
  161. 161. Global Social Networking by Brand Source: Vinco’s Blog 161
  162. 162. US Social Networking by Brand • Facebook 78% • MySpace y p 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 162
  163. 163. Global Social Networking Usage 163
  164. 164. 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 b • 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 Magazine, 26 Source: Inside Facebook 164
  165. 165. Anatomy of Facebook 165
  166. 166. Anatomy of Facebook 166
  167. 167. Anatomy of Facebook: Fan Pages 167
  168. 168. Social Networking: Custom URLs 168
  169. 169. Social Networking: Facebook Company Pages 169
  170. 170. Social Networking: MySpace Back End Front End 170
  171. 171. Social Networking: Linked In 171
  172. 172. Professional Social Networking 172
  173. 173. Professional Social Networking 173
  174. 174. Social Networking: Linked In Groups 174
  175. 175. Social Networking: White Label Platforms 175
  176. 176. Social Networking: White Label PRSA Tech Site 176
  177. 177. Social Networking Client 177
  178. 178. Crowd Sourcing Global Issues with Google Trends 178
  179. 179. Hard Data 179
  180. 180. Hard Data on Discussions 180
  181. 181. Hard Data on Disturbances 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 181
  182. 182. Hard Data on Protests 117,935 Facebook Supporters as of Oct. 6, 2009 182
  183. 183. Impact of Public Diplomacy Cairo Speech p “Obama” Peak “Freedom” Peak 183
  184. 184. Government as a Platform 184
  185. 185. Geo Browsing Carbon Emissions by State 185
  186. 186. Control vs. Credibility 186
  187. 187. Hard Data is More Trustworthy than People 187
  188. 188. End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Co Founder Electronic Freedom Foundation 188
  189. 189. Google Sidewiki 189
  190. 190. Digg Dashboard 190
  191. 191. Digg Dashboard and Google Sidewiki 191
  192. 192. Build a Community 192
  193. 193. Educate and Inform 193
  194. 194. Promote Action 194
  195. 195. Data Visualization Sharing 195
  196. 196. Data Visualization Sharing 196
  197. 197. Data Visualization Sharing 197
  198. 198. Data Visualization Sharing 198
  199. 199. PSNH Case Study: Putting it All Together 199
  200. 200. 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/3.0 200

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