Social  Media  Boot  Camp 20091107c
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Social  Media  Boot  Camp 20091107c Social Media Boot Camp 20091107c Presentation Transcript

  • 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: APM Music 106
  • Case Study: APM Music 107
  • Case Study: APM Music 108
  • 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
  • Podcast Production 113
  • Podcast Production 114
  • Podcast Production 115
  • 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
  • Online Video: Marie Digby 130
  • Online Video: Marie Digby 131
  • 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
  • Data Visualization Sharing 196
  • Data Visualization Sharing 197
  • Data Visualization Sharing 198
  • 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