Social Media Boot Camp 20091107c

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

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

My Background and Experience •New Media Strategy Clients: New •New Media Training Clients: •Online Communications Clients: 3

News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 4

Message Map Overarching Message Supporting Messages Data Points 5

Mainstream Media Training 6

Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 7

Mass Media Addict Newspapers Television Media Relations Magazines Radio 8

Junket Junkie 9

Controlled Communications 10

Conforming to News Cycles Photo by Olivander 11

Scoring Ink 12

White Light Experience 13

Web Gave Life to New Media Websites Email SEO 14

Search and Reputation 1 2 3 Source: Universal McCann 15

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

Email Source: Universal McCann 17

Page Rank is the New PR 18

Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks Social Media 19

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

Downside of Easy 21

Social Media Conversations Reput ation t Mainstream News Media 22 Source: Shel Holtz

News is the Frequent Updating of Information 23

Socialization 24

Participatory Communications 25

Citizen Journalism 26

Social Antibodies 27

Crowd Souring Photo Journalism Source: Twitpic 28

Socially Distributed Problem Solving 29

Social Media Train Everyone 30

Surrender to the Edges Source: Cobalt123 31

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

SEO: For Immediate Discovery Photo by Juandazeng 33

Managing Reputations through Search 34

Danger of Keeping Mum 35

Search Engine Optimization 36

Secret Formula 37

Optimization vs. Marketing SEM SEO 38

First Rule of Search Engine Optimization 39

Search Gets Social Source: Wikipedia 40

Links as Third-Party Endorsements • Anchor text h • Target URL 41

Case Study: Tracking Inbounds 42

Case Study: Search Results 43

Case: Fewer Inbounds, Higher Rank? 44

Case Study: Evaluating Inbounds 45

Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 46

Keyword Discovery: Search Volume 47

Keyword Discovery: Taxonomy Source: Google Trends 48

Search Trends – Popular Language Source: America.gov 49

Examining Global Challenges by Region 50

Defining Global Challenges 51

Obama Effect 52

Keyword Discovery: Related Searches 53

Keyword Discovery: Wonder Wheel 54

Quantity vs. Quality 55

Blogs, Podcasts, RSS 56

Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post g Blog Post 57

Anatomy of the Blog: Permalinks Permalink 58

Anatomy of the Blog: Anchor Text Hyperlinks Hyperlink Hyperlink Hyperlink 59

Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 60

Anatomy of the Blog: Comments 61

Anatomy of the Blog: Comment Moderation Consider adding information about turn b around time 62

Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 63

Anatomy of the Blog: Moderation Challenges 64

Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll 65

Anatomy of the Blog: Widgets Widget Widget Widget id 66

Anatomy of the Blog: Subscriptions RSS Email 67

Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 68

Exercise: New & Social Media Monitoring Leveraging RSS: 1. Web-based 1 Web based readers 2. Desktop-based readers 3. Email clients 69

Blogger Relations 70

Meet the Bloggers Source: Technorati 71

Blogs, Twitter and Facebook vs. MSM Source: Technorati 72

Collective Intelligence? 73

Submit your attention 74

Participate 75

Courtship matters 76

No Broadcast Distribution 77

Humanize 78

Astroturfing 79

You can’t buy passion 80

Set the record straight 81

Case Study: Rock-Ola 82

Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 83

Online Reputation Management 84

Blog Crisis: Case Study 85

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

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

Three Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 88

Step 1: Inbound Links Source: Yahoo! Site Explorer 89

Step 2: Site Rank Source: Alexa 90

Step 3: Conversation Starters Source: Blogpulse Conversation Tracker 91

Additional Measurement Resources 92 Source: Social Mention

Additional Measurement Resources 93

Podcasting Types of Podcasts: • Audio A di and Vid d Video • Repurposed Electronic Media • Print MSM Extensions • Originally Produced 94

Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 95

Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 96

Finding Podcasts through Show Notes 97

iTunes Podcatcher 98

Distributing Through iTunes 99

Podcast in iTunes 100

State Dept. Podcasts in iTunes 101

State Dept. Daily Briefing Podcast in iTunes 102

RSS 2.0 with Enclosures Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7 103

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

Case Study: APM Music 105

Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 109

Case Study: Starbucks 110

Case Study: Starbucks 111

Podcast Production 112

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

Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 117

ID3 Tagging 118

Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 119

Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” Best Episode 120

Promoting Podcasts: Signature Blocks 121

Promotion Podcasts: Email Marketing 122

Promoting Podcasts: PNRs 123

Promoting Podcasts: SEOed Press Release 124

Promoting Podcasts: Industry Awards 125

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

Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 127

Direct to Consumers 128

Online Video: Marie Digby 129

Blog Response: Marie Digby 132

Blog Comments: Marie Digby 133

Online Video: Internal Communications 134

Online Video: Internal/External Communications 135

Video in Online News Rooms 136

Shooting Video: Streaming Gear 137

Shooting Video: Flip 138

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

Shooting Video: High-End – Canon XL H1S 140

Video Editing Software – Windows Movie Maker 141

Video Editing Software – Mac iMovie 142

Centralized Online Video Distribution 143

Content Strategy: Live Online Broadcasting 144

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

Intro to Micro Blogging Source: Current TV S C t 146

Twitter as a News Source Source: Examiner.com 147

Anatomy of a Microblog 148

Anatomy of a Microblog External Communications Media Relations 149

Anatomy of a Twitter Client: TweetDeck 150

Crowd Sourcing Customer Service on Twitter 151

We Do You Follow? 152

Anatomy of a Twitter: TweetChat 153

Hashtags.org 154

Determining Fact… 155

…from Fiction Counter Twitters 156

FEMA: Closing the Credibility Gap FEMA Social Media Deep Dive Podcast 157

Tracking Twitter Favorites 158

Tracking Tweets by Geography 159

Twitter Case Studies 160

Global Social Networking by Brand Source: Vinco’s Blog 161

US Social Networking by Brand • Facebook 78% • MySpace y p 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 162

Global Social Networking Usage 163

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

Anatomy of Facebook 165

Anatomy of Facebook 166

Anatomy of Facebook: Fan Pages 167

Social Networking: Custom URLs 168

Social Networking: Facebook Company Pages 169

Social Networking: MySpace Back End Front End 170

Social Networking: Linked In 171

Professional Social Networking 172

Professional Social Networking 173

Social Networking: Linked In Groups 174

Social Networking: White Label Platforms 175

Social Networking: White Label PRSA Tech Site 176

Social Networking Client 177

Crowd Sourcing Global Issues with Google Trends 178

Hard Data 179

Hard Data on Discussions 180

Hard Data on Disturbances 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 181

Hard Data on Protests 117,935 Facebook Supporters as of Oct. 6, 2009 182

Impact of Public Diplomacy Cairo Speech p “Obama” Peak “Freedom” Peak 183

Government as a Platform 184

Geo Browsing Carbon Emissions by State 185

Control vs. Credibility 186

Hard Data is More Trustworthy than People 187

End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Co Founder Electronic Freedom Foundation 188

Google Sidewiki 189

Digg Dashboard 190

Digg Dashboard and Google Sidewiki 191

Build a Community 192

Educate and Inform 193

Promote Action 194

Data Visualization Sharing 195

PSNH Case Study: Putting it All Together 199

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

Social Media Boot Camp 20091107c

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