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Social Media Boot Camp at PACOM 2
 

Social Media Boot Camp at PACOM 2

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(July 21, 2010) Presentation from the third day of the Social Media Boot Camp at US Pacific Command, Camp HM Smith, Oahu [cc] http://www.socialmediabootcamp.com

(July 21, 2010) Presentation from the third day of the Social Media Boot Camp at US Pacific Command, Camp HM Smith, Oahu [cc] http://www.socialmediabootcamp.com

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  • www.Cap.org Client is the communications department. Head of Marketing and PR Sandra Greer, marketing Maureen and Julie are PR people Historically 2 to 3 VNRs per year Figure out how to do new media. Help us. 15,000 pathologists in the US -Challenges: Not enough pathologists Want encourage more students to become pathologists Image problem, nerds in labs Patients are resistant to paying for pathologists because they don’t see the work get done They want to teach their individual members to be better doctors and to run their practices more efficiently [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • If we could find a way to fit our story neatly within one of their editorial beats, we could use them to do our bidding for us. Please we got the added credibility of an endorsement from a seemingly neutral third-party. We controlled how the message was delivered through spokespeople and media training. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Visibility and Credibility through Neutral Third Parties. Practice of managing the flow of information between an organization and its publics. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Cater to the press for reach and credibility [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • We controlled how the message was delivered through spokespeople and media training. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Cheaper and more targeted than airplane pamphlet drops. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Controlling the Break. Isolating Online Media. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • We controlled how the message was delivered through spokespeople and media training. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • And we made sure that the messages were distributed to coincide with news media cycles. And when the web first appeared, before it was easy for anyone to publish content to it, it was used to repurpose mainstream fare. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • We weren’t really hearing back from people at the time, so if we upset them by hogging the conversation, we never really knew it. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Conversation through volume and frequency. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Cheaper and more targeted than airplane pamphlet drops. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Web 2.0, Read Write Web, Converse instead of Distribute [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • What You Say vs .What You Do [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • What You Say vs .What You Do [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • What You Say vs .What You Do [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • 60 Minutes – Highest rated news program, average 8 to 9 million viewers This was viewed over 13 million viewers Not suggesting you have to put a noose around to get that kind of attention, but the example puts the reach of online video in context. What you say vs. What You Do Ivory Tower Marketing Personal publishing tools like blogs and podcasts and if you don’t actually deliver on that message, they’re going to cry foul, and it’s going to tarnish your reputation. So you can’t just cook up some sales pitch. You can’t just say you’ve got the greatest product in the world. Buy our product. It can’t just be talk. You have be honest. In other words sir, if you tell your wife you were out drinking with the guys last night, that better be were you were, cause she’ll know. Companies and brands are being judged now on a lot of levels. People have all this information because of the internet and they know what you’re doing. You can’t tell people, you’re really great, and then launch some fake grassroots blog or podcast that’s supposed to look like it’s consumer generated and isn’t, or tell everyone that you’ve successfully installed the underpinnings of democracy in a country war torn by sectarian violence, because people have camera phones, and regardless of the fact that you’ve got a highly-gifted communicator like Karl Rove at the reigns, they’re going to upload a video of Saddam Hussein’s execution and if it looks like a hooligans lynch mob instead of rule of law, it doesn’t matter how loud you shout, because they’re going to know you’re a faker, and they’re not going to trust you anymore. So now you need to think about how you can actually get your message directly to your constituents to build trust, to deliver on your promises. A way to actually tell and show people why they should pay attention to what you have to offer. So now you that you’re no longer dependent on the mainstream media to reach your target audience, the question shifts from what kind of gimmicky ad campaign can we come up with, to how can we produce media that will be really compelling, useful and valuable. How can we give thewm something that can’t get anbywhere else? [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • http://www.youtube.com/watch?v=xaaAYVUWP0I [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • http://consumerist.com/consumer/america-online/aol-retention-manual-uploaded-in-full-188310.php [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • http://consumerist.com/consumer/america-online/aol-retention-manual-uploaded-in-full-188310.php [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • What You Say vs .What You Do [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Social Antibodies [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Hopefully, I’ve given you better understanding of some the trends, threats and opportunities that exist online. MSM no longer dominant Don’t need a printing press or signal. The personal publishing revolution is under way. Resistance is futile, and denial is not a business strategy. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • News is Frequent Updating [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Accuracy dimishes as the conversation persists [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Truth for Some People [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • The person of the year is you. It’s all of you. The person of the year is everyone . Of course, you can’t see it with this projector because see with this particular bulb, but it actually says in very small letters, under the word YOU, “except Mel Gibson” Super Bowl advertisers, who pay as much as $2.6 million to air a 30-second spot, usually have good reason to leave the creation of their ads to the professionals. But with all the current buzz about "user-generated content," next month's game will feature three ads designed either completely, or in part, by ordinary people. IMPORTANCE OF COMPELLING CONTENT Time Magazine named the person of year YOU, because how people consume and interact with media is changing. We’re moving to a scenario where consumers can filter out the brands they don’t want to hear from. You can’t just interrupt them with a 30-second ad because they’re going to fast forward right through it. You can’t just blitz the marketplace with a message and count on that producing awareness and changing mindsets about your brand. The media landscape is becoming increasingly fragmented, so now you need to stand out on an on-demand marketplace, among the millions and millions of content creators on YouTube, and on iTunes and in the blogosphere. And the question is, how are you going to get consumers to opt-in to your message? How are you going to develop content that generates word of mouth? You need exclusive, compelling, entertaining content that they actually take the time to download. So you’re going to have to give them something that they can’t get anywhere else. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Trust Agents - Pg. 213 - Share your influence, even if you have only a little...Whatever means you use, help those who have fewer readers than you do. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Center Informs the Edges – Edges Inform the World [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • It's wonderful how blogs can provide you with new knowledge, insight, and perspective, and you should certainly carry what you learn with you when you leave your computer. But all the bickering, arguing, correcting, and other antics it took to get there? Leave those behind -- no need to bring your blog-capades home with you. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • You’ve thought about the fact that people might want certain information about your product, brand or service and published it online so that if I want it. I can easily find it. And if you haven’t, the assumption is that your either arrogant or incompetent, and I’ll exercise my right as a consumer to find a brand that has. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Understanding influence [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Truth for Some People [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • At the 91 st Annual American Legion Convention in August Joint Chiefs Chairman Mullen said, “The war in Afghanistan is about defeating al-Qaida and its allies, but to do that, we have to defeat the choices those extremists are forcing on the people of Afghanistan. This isn’t a war against something; it’s war for something, the trust and confidence of the people who live there…” Social media is channel for building trust by amplifying and making discoverable the positive outcomes of your efforts, whether they’re your own, or whether they’re someone else’s open source user generated media.
  • If there was a map at marines.mil that let me compare the number of schools and hospitals that have opened in Afghanistan since the incursion, if the map was easy to share and if the raw data was available through data.gov, so anyone could easily display it on a Google Map, you’re leveraging peer to peer communications to distribute information intended for public release. But instead of relying solely on the press release to carry the message, your tapping into an army of word of mouth ambassadors to spread the news for you. And these ambassadors are more trusted than the media or an official spokesperson.
  • Research your prospective targets and be relevant to their interests. Tougher because blogs are niche-niche media, and the only way to get the intelligence you need is to actually read the blog. Significant time investment
  • Research your prospective targets and be relevant to their interests. Tougher because blogs are niche-niche media, and the only way to get the intelligence you need is to actually read the blog. Significant time investment
  • Guilt by Omission
  • Guilt by Omission
  • According to Chairman Mullen’s American Legion Speech, “at the height of the Taliban, there were 800,000 children enrolled in school in Afghanistan – all boys. Now, in 2009, student enrollment is over 8 million children, 2.4 million of which are girls.” But this measure of victory is decidedly absent from our government’s new data portal. In fact, the Department of Defense does not appear to be making any raw data at all available through this new channel, which regardless of the policies in place, I see as a lost opportunity. Millions of children are back in school because we’re in Afghanistan, and not a peep about it on Data.gov. Why not tweet it from the highest mountain top? Why not equip your soldiers to retweet it. Let their spouses and children at home retweet it. And let out friends and allies retweet it all over the world. Boy and girls are going to school because of the fight we’re fighting. Thanks to a regiment of rigorous training, our soldiers are the world’s best. You train them, equip them, and trust them to bare the world’s most lethal fire arms. But if we trust them to protect lives, why can’t we trust them with laptops? If we trust them with artillery, why not iPhones? Chairman Mullen said “We can shoot at them all we want, but until we take them the very popular support they need to breathe, we cannot defeat them.” Well social media is channel for building community support. If we don’t give them the tools they need to build that support, aren’t we short changing them and ourselves? For the last 5 years I have been teaching a course I developed called the Social Media Boot Camp world wide, which some of you Marines have attended And while my boot camp is undoubtedly less physically demanding than that of the Marine Corps, it is an introduction to the dangers and opportunities of social media engagement. Given what’s at stake, shouldn’t all Marines be trained to use social media to win the trust and confidence of those they’re defending? Shouldn’t they know how to use these tools to listen and learn, so they can lead? And shouldn’t the DoD be using these channels to make sure the American people and our friends and allies everywhere know what’s own so your sacrifices are not in vain?
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  • Trust Agents - Pg. 215 - If the social web gives business the opportunity to rehumanize, it's at the risk of overwhelming those within a company entrusted with that role, because one person can't scale beyond certain limits. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Where information is a commodity, segmentation doesn’t work. Companies that thrive on restricting the flow of information will die. Restricting the flow of information is inefficient. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • http://www.forrester.com/Groundswell/profile_tool.html [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • http://www.forrester.com/Groundswell/profile_tool.html [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Pg. 50 - Richard Binnhammer quotes: "A huge part of what we do on social media is inbound.  what we write on our blogs is important.  But equally important is that we listen to what people have to say about us, and respond accordingly and fast. This is called blog monitoring, and we consider it to be the social media team's top priority." "Don't waste your time trying to convert atheists.  Work on the agnostics in the room." [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • When Signing Up, Be Personable Social media exploits the Network Effect. The more you participate, the more followers you attract, which compounds exponentially over time, giving you broader reach and more influence potential. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Be helpful in full view of others Chicken soup Using social objects to amplify social impact Trust Agents - Pg. 208 - On the web, just as with putting it on paper, being helpful in full view of others helps guide into being a trust agent, and that gives you the opportunity to do more business.  And, unlike conspicuously making an effort to be nice because other people will see, the web just displays it naturally, because everything is in public view.  Being helpful becomes not only a great thing to do, but also a good strategic move.  [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Remember people’s names, hobbies and interests Keep track of interactions [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Link ferverently Social media rewards generosity Send people away [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Trust Agents - Pg. 215 - If the social web gives business the opportunity to rehumanize, it's at the risk of overwhelming those within a company entrusted with that role, because one person can't scale beyond certain limits. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • This, BTW, is not Borat with a beard Cherry Orchard Balance of power shift “ The web guys” Strategically unwise to not participate in digital stratgey Disney’s merch sales down Jobs –largest shareholder – delayed release of “Tinker Bell” because storyline needed tinkering When Jobs began he was just a geek. Today an incredibly rich geek. Go the way of Tom Freston and risk losing your Cherry Orchard to more web savvy organizations [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Research your prospective targets and be relevant to their interests. Tougher because blogs are niche-niche media, and the only way to get the intelligence you need is to actually read the blog. Significant time investment [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Exclusivity [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • http://www.longtail.com/the_long_tail/2007/10/sorry-pr-people.html [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • http://prspammers.pbwiki.com/FrontPage [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Have the best content [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Newsletters have best open rates [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Research your prospective targets and be relevant to their interests. Tougher because blogs are niche-niche media, and the only way to get the intelligence you need is to actually read the blog. Significant time investment [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Scoble, mid-level manager at MS hired as C-Level Manager at PodTech. I don’t know of there’s any of you that still fly on commercial airlines, but a few years back the FAA mandated… [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Tough to attract much walk in traffic when you have to take an air plane to get there. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Truth for Some People [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Pictures Communicate Viscerally
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  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • In politics and advertising, the term astroturfing describes formal public relations (PR) campaigns which seek to create the impression of being a spontaneous, grassroots behavior. Hence the reference to the "AstroTurf" (artificial grass) is a metaphor to indicate "fake grassroots" support. In 2006, Working Families for Wal-Mart sponsored the web site Wal-Marting Across America which saw an anonymous Jim and Laura visit Wal-Marts across the country to meet and blog about employee experiences. It was later revealed the "Jim" was James Thresher, a photographer for The Washington Post newspaper and that “Laura” is Laura St. Claire, a freelance writer who works with the United States Department of the Treasury. Over two million people visited the website after the story broke to see the fake blog. The average readership before the revelation was only around a hundred thousand. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • DOD has fallen behind Al Qaeda in message penetration worldwide. Al Qaeda and terrorist organizations have been able to easily post a message on YouTube or another platform and receive worldwide press attention, while the military has responded with press conferences, which have trouble even getting a sound bite. This which poses a security risk to the United States, and the Department of Defense must change their ways of communication to combat it. The best way to combat the security risk and stay relevant is to penetrate the "New Media" where the country's adversaries are already operating. The "old" way of delivering messages, in which government would issue information through a press conference or press release, cannot operate nearly as nimbly as online methods in the New Media age. New Media closely coincides with the President's emphasis and recent memo on government transparency, participation, and collaboration. These three topics are inseparable---government cannot have collaboration without participation, and transparency flows from having the previous two qualities. The advantages of New Media are numerous, including speed, less IT overhead, and agility. Also to be considered are its dynamic power – the power to put information into the hands of people who need it and can use it – and systemic power – the ability to bolster an organization's knowledge management, capture data in real time, and not lose knowledge with every retirement of an employee. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Don’t stick out your tongue on a first kiss Most blogger’s blog to express themselves. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Why is it people behave badly online? [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Become a community member. Comment on issues of interest. Build your street cred. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Where information is a commodity, segmentation doesn’t work. Companies that thrive on restricting the flow of information will die. Restricting the flow of information is inefficient. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • What is the social etiquette of social media. What are the rules of blogging? [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
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  • Online Media Relations. Old model: Company to wire service to journalists to media. New model: Company to wire service to (simultaneously) to news, company web site and to target audience. Or this model: Get your news on a trusted site that your target audience is already exposed to. How? - Research what keywords your audience is searching on - See what web sites are appearing for those searches - Engage in media relations with those web sites [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Negative search results are not limited to standard search engines either. Blog search engines, video sites like YouTube, social news such as Digg and news search can be affected as well. See http://www.youtube.com/watch?v=t8XxcOj3Seo Google Blog Search for examples of the recent comments about Microsoft from former employee Robert Scoble. Negative commentary can have a significant impact on brnads that companies have spent years and immense resources to build. It pays to protect those brands where ever consumers can interact with them. No company wants to experience a situation like Kryptonite locks so what can businesses do? Here are three fundamental concepts to master when dealing with search engine reputation management: Monitor, Optimize and Engage . [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • http://www.intuitive.com/blog/debunking_the_myth_of_kryptonite_locks_and_the_blogosphere.html [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Geek out. HTML > XML > RSS Not just content management, but you get your own custom news feed. Ping search engines. And RSS makes it easier for search engines to find and index new content. New content attracts audiences. So blogs are an easy way to introduce new content on a regular basis with relying on technicians to do so. People can subscribe to your news feed. How many bookmarked sites do you have that you never check? Wouldn’t it be better if you could easily scan all the new information at all those sites at a single glance? Ability to grow an audience over time. Ability to deliver an enclosure over the connection. So not only is the print press free, but so is the broadcast tower. Anyone can distribute electronic media directly to audiences. It’s easy, it’s inexpensive, and its on-demand. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • http://www.google.com/alerts [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Twitterville - Pg. 51 - Richard Binnhammer quotes:   "It's not a tactic.  It's connected to reputation.  So for our team, listening is a strategy.  We are actually more interested in joining blog conversations than we are in posting our own stuff that boasts about how great we are.  Ultimately it is a bottom line issue, and blogs taught us we could reduce the cost of listening and turn unhappy customers in happy ones faster and at a lower cost that by other possible means.  the closer we looked, the more we realized that Twitter worked just like a blog, except it was smaller and thus faster." [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Brochures are not conversations Press releases are not conversations Ads are not conversations, although they are becoming more so… Blogs are conversations. People can post comments on blogs and discuss individual posts. And blogs posts link key words and phrases to other blogs and web pages. Together, this network of links form the basis of online conversations. And we discover information online accordingly. This is something you can’t do in conventional print. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Understanding what makes news and what makes good conversation.
  • Trust Agents - Pg. 203 - The web game becomes a series of decisions about what to put out online -- and what not to.  You should always be thinking not only about what impression you will leave today, but possibly what impression you'll leave in the future. [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Online audio and video Social Bookmarking Social Networking [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman

Social Media Boot Camp at PACOM 2 Social Media Boot Camp at PACOM 2 Presentation Transcript

  • Social Media Boot Camp US Pacific Command, Camp HM Smith Public Affairs Conference @EricSchwartzman March 20, 2010
  • Housekeeping
    • Net IQ
    • Introductory immersion
    • New vocabulary
    • Agenda
    • Slide numbers
    • Digital handouts
  • Benefits of Paying Attention Source: 2009 Digital Readiness Report
  • Times Are Changing
  • News Media Addict Mayor Jerry Brown Britney Spears Star Wars 30 th Anniversary Pussycat Dolls Academy Awards
  • Message Map Data Points Overarching Message Supporting Messages
  • Mainstream Media Training
  • Plenty of Options Public Affairs Customer Relations Investor Relations Labor Relations Community Relations Industry Relations Media Relations Analyst Relations Public Relations
  • Media Relations Mass Media Addict Television Magazines Radio Newspapers
  • Press Conferences
  • Controlled Communications
  • Conforming to News Cycles Photo by Olivander
  • News Break Strategy National News Regional News Local News Trade Press Target Audience Influencers
  • Scoring Ink
  • Illusion of Control
  • Analog Dollars to Digital Pennies Source: Newspaper Association of America
  • Online News Consumption on the Rise November 13, 2009 +1,850% -25% -52% +18% -41% -27% % of adults (% of all Americans who “regularly” go to news source: PRC People/Press) Source: Pew Internet
  • News Topics Americans Explore Online Source: Pew Internet Percentage of internet users who get news and information online by topic What’s the National News Impact?
  • News Sites American Explore Online Source: Pew Internet Percentage of internet users who sited each type of site as their favorite
  • White Light Experience
  • Evolution of Media Newspapers News Radio TV News World Wide Web 1992
  • Web Gave Life to New Media Email SEO Websites
  • New Media Shaping Opinions Source: Universal McCann 1 2 3
  • New Media as Mass Media Photo by Adulau
  • Control through Stridence
  • Outbound Communications
  • Consequences on Shotgun Communications
  • Web Gets Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
  • Web Gets Easy
  • Photo by Spackletoe Web Gets Convenient
    • Content’s claim to the crown
    • User experience shapes reputation
    • Should be self-service
    • Flash, PDFs, UI, navigation
    • Ease of use drives adoption
    Usability Expert Jakob Nielsen on User Experience and Reputation Evolution of Customer Experience
  • How Will You Get Through the Filter? Source: Sit or Squat search review filter share
  • User Experience is Conversation User Ratings on Comments Social Search
  • Ease of Use Promotes Transparency & Authenticity
  • Ease of Use Empowers Unofficial Spokes People
  • No Turning Back: Unintended Consequences
  • Retention Training Manual Leaked
  • What You Say vs. What You Do Whopper Big Mac Subway Source: This Piggy Blog
  • Higher Power: Social Antibodies Whopper Big Mac Subway
  • No Secrets
  • Citizen Journalism: Crowd SourcingTruth
  • Crowd Sourcing through Qualified Queries
  • People Start Having Conversations
  • Conversations Shape Reputation Reputation Mainstream News Media Source: Shel Holtz
  • MSM Becomes the Second Draft
  • Getting through the Filter
  • Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer
  • Edgework Source: Cobalt123
  • Scale through Social Media Training
  • Everyone Needs Guidance People Process Policy Technology
  • Celebrated Social Media Policy
  • Case Study: Social Media Policy at DoD
    • Challenges:
    • Competing Agendas
    • Disengaged Command
    • Operational Security
    • Blocking Access
    U.S. Navy Adm. Mike Mullen, chairman of the Joint Chiefs of Staff
  • The Nuts and Bolts
  • Guidance from the Air Force [PDF]
  • For Immediate Discovery
    • Transparency expectations
    • Patience thresholds
    • Listen
    • Anticipate
    • Respond
    Photo by Juandazeng
  • Social Media Discoverability and Amplification Email SEO Websites New Media Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging
  • National News Influencers Regional News Local News Trade Press Target Audience Exclusives & Embargos are a Fool’s Game Bloggers Podcasters
  • Morning Break
  • What Does Social Media for the News Business?
  • The War for Trust and Confidence
  • Who Do You Trust? Source: 2010 Edelman Trust Barometer
  • Trust in Government Source: 2010 Edelman Trust Barometer
  • Trust in Government Source: 2010 Edelman Trust Barometer
  • How Much Open Source Data is Out There? Cairo Speech “ Obama” Peak “ Freedom” Peak
  • Color Coded by Size Outage Street Level Detail Building Trust with Geo Data
  • Transparency Fosters Empathy Source: US Federal Government
  • Transparency Fosters Empathy Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient
  • Ambiguity Fosters Skepticism
  • Opacity Breeds Hate
  • Control vs. Credibility Camp LeJeune Video
  • End of Segmentation
    • “ The Internet interprets censorship as damage and routes around it.”
    • John Gilmore, Co-Founder Electronic Freedom Foundation
  • Building Trust by Keeping Pace with Open Source Data Source: Data.gov
  • Encourage Walk In Traffic Website
  • Engagement Increases the Number of Entry Points Website Blog FB Fan Page Twitter Podcast YouTube
  • Social Media Expands Your Footprint & Network Website Blog FB Fan Page Twitter Podcast YouTube Linkedin Slideshare
  • Penetrating Filters: Pull vs. Push Media
  • Keywords as Psychographic Filters
  • Filtering Blog Posts
  • Filtering Twitter Conversations Keyword surfaces Hashtag
  • Filtering Facebook Communities
  • Filtering Videos Sort by view count to identify most popular content Filter videos by keywords Mapping YouTube’s“Radar Systems”” community
  • Online Demographics
  • Conversations have Demographics Generation Gap Source: Forrester Research
  • Gov 2.0 Demographics
  • Trust in NGOs Source: 2010 Edelman Trust Barometer
  • Mosaic of Trust Source: 2010 Edelman Trust Barometer
  • Photo by John Trainor You’re No Longer a Lone Sharp Shooter
  • Photo by o0besesed Social Media Communications is a Team Sport
  • Chose Your Congregation Wisely Inspired by “ Twitterville ” – Pg. 51 Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into believers through conversation. by Beth Rankin by Glen Kirk by lil’bear
  • Profiles: Informality Drives Conversation
  • Photo by Stu Spivack Bring Milk and Cookies Inspired by “ Twitterville ”
  • It’s Okay to Get Personal
  • Send People Away Photo by Crawfish Head Inspired by “ Twitterville ”
  • Respond to Requests From “ Trust Agents ” – Pg. 197 Photo by spaceamoeba
  • Social Media is Inbound 1 2 3 4
  • Learn the Three A’s From “ Trust Agents ” – Pg. 197
  • Engaging through Social Media Inspired by “ Trust Agents ” – Pg. 197 Think Conversational Rather than Solicitous
  • Customer’s Shoot Back Inspired by “ Trust Agents ” – Pg. 197
  • Customer’s Shoot Back Cause as online social object Donor commenting Inspired by “ Twitterville ”
  • Customer’s Shoot Back Inspired by “ Twitterville ”
  • No Where to Hide from Social Media Social browser widget Website as online social object
  • Customer Experience Spills Over into Social Media
  • Good Friends Don’t Just Talk – They Listen Too
  • Good Friends Aren’t Bossy
  • Good Friends are Straight with You Conversations are Owned Team Tweeters News Stands Alone
  • The Good, The Bad and The Ugly
  • Apply Leverage by Mixing Transmission Signals Inspired by “ Twitterville ”
  • Humanize at Your Own Risk Scale by Adding team Members
  • Revolution Rant Revolutionary Aristocrat Eisner Lassiter
  • Social Media New Rules of Engagement: Channel Map Email SEO Websites New Media Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging
  • Lunch
  • Email Source: Universal McCann
  • Links vs. Attachments
  • Email Resource: Sending Large Files
  • Email Risks
  • Email Risks: Blogger Fights Back unique visitor to lifehacker.com
  • Reverse Engineering Media Contact Lists
  • Direct Communications: Coping with Attention Deficits
  • Email Newsletter Campaign Elements
    • Content Strategy
    • Frequency
    • Email lists
    • Email Newsletter Templates
    • Landing Pages
    • Measurement/Reporting
  • Jedi List Synchronization
  • The Heart of Online Communications
  • Content Marketing & Social Networking
  • Is Your Website a Vanity Press?
  • Making Online News Scanable
  • Young Americans Want Social Features Pew Internet
  • Main Nav by Topic Sub Nav for Media Column 1 Column 2 Column 3 Column 4 Lead Story with Clickable Thumbnail Logical Path Headline Thumbnails in Index Site Search Press Info Subscriptions Sub Headline Primary Emphasis Hot Topics Secondary Emphasis Online Newsroom Design
  • Subscription Kiosk with RSS, Email and Sharing The Subscription Kiosk should be used as a function element on every page within the online newsroom. Subscription Kiosks
  • Clickable RSS Text and Icon Step One – Visitor clicks the RSS text or icon. Subscription Kiosks - RSS
  • Category Feed Sub Category Feed Sub Category Feed Generates Custom RSS Feed Help Screen Subscription Kiosks – Custom Feeds
  • Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw feed. One Click Subscription to Google Reader or iGoogle Subscribe via Internet Explorer or Firefox View Raw RSS Feed Close Option Subscription Kiosks – One-Click Import
  • Clickable Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. Subscription Kiosks – Email Alerts
  • CAPTCHA Code function with audio accessibility for visually impaired visitors Subscriber enters email address Confirmation message Subscription Kiosks – Email CAPTCHAs and Confirmations
  • Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain. Unique URL Email Sent from Online Newsroom Domain Subscription Kiosks – Email Authentication Links
  • Subscription Kiosks – Email Category and Sub Categories
  • Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon. Subscription Kiosks - Sharing
  • Clickable Share Text and Icon Forward via Email Format to Print Page Title, Website, Category, Publisher (Specific to General) Facebook CAPTCHA Permalink Subscription Kiosks – Sharing via Social Networks
  • Optional Comments Field CAPTCHA Recipient’s Email Subscription Kiosks – Sharing via Email User Comment Page Title URL
  • Experts Database Searches “Area of Expertise” field (manually entered) Expert Database Search Results Paginated Results Newsroom Links Expert Detail Page Sort By Option Thumbnail Image
  • Unfiltered News Source
  • Black Box Standard Homepage Background Image No Background Image Crisis Footer Standard Footer Black Box Homepage Crisis Communications Template
  • Online Crisis Communications – Demand Spike
  • Social Distributed Problem Solving
  • Blog Design Source: Dickson Fong
  • Anatomy of the Blog: Blogs and Blog Posts Blog/Homepage Blog Post Blog Post Blog Post Homepage Author/ Date
  • Anatomy of the Blog: Permalinks Permalink
  • Anatomy of the Blog: Feeds, Site and Social Search Blog Search Social Search Top Rated RSS Feed
  • Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink
  • Anatomy of the Blog: Comments
  • Anatomy of the Blog: Comment Moderation Consider adding information about turn around time
  • Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink
  • Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll Community Mapping Opportunity
  • Anatomy of the Blog: Widgets Widget Widget Widget
  • Astroturfing
  • Corporate Blogs Source: Monsanto Blog
  • Unfiltered Conversation
  • Messaging through Sneeze Posts Source: Monsanto Blog
  • Origins of Blogging at DoD
  • Blogger Relations: New Rules of Engagement
  • Play Nice
  • Submit your attention
  • Participate
  • Democratize
  • Pseudo-Anonymity
  • 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
  • Blogger Relations to Drive Media Relations
    • Top 100 blogs
    • Hyperlocal blogs
    • Corporate blogs
  • Case Study: Rock-Ola
  • Case Study: Blog Storm
  • Case Study: Blog Storm
  • Case Study: Blog Storm
    • Lessons Learned
    • Acknowledge immediately on website or blog
    • Identify influential bloggers in advance
    • Cultivate an inner circle of influential bloggers
  • Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ >
  • Online Media Monitoring
    • Leveraging RSS:
    • Web-based readers
    • Desktop-based readers
    • Email clients
  • Demo: Social Media Monitoring Dashboard
  • Demo: Search a Keyword in Google News Locate the RSS Icon at the Bottom of the Google News Search Results
  • Demo: Add the RSS Feed URL to Google Reader
  • Live Demo: Add RSS feed to Google Reader Clicking “Add a subscription” button opens field to insert URL of RSS Feed
  • Demo: Add RSS feed to Google Reader Google News Feed Loaded in Google Reader
  • Demo: Monitor Blogs with RSS Back to Google News  more  Blogs
  • Demo: Convert Blog Search Results to RSS Click the RSS option to subscribe to these search results in Google Reader
  • Demo: Convert Blog Search Results to RSS Copy the URL of the web page on which the RSS feed is displayed
  • Demo: Enter RSS feed in Google Reader Paste the Blog Search Results URL into the “Add a subscription” pop-up field
  • Demo: News and Blog RSS Feeds in Google Reader Google Blog Feed Loaded in Google Reader
  • Demo: Monitoring Twitter Convert Twitter Search Results to RSS
  • Demo: Subscribe to a Twitter RSS Feed Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
  • Demo: Subscribe to a Wikipedia Article
  • Demo: Wikipedia RSS feed in Google Reader Edits to the Wikipedia article appear in real time Edits by Anonymous Users
  • Demo: Monitoring Online Forums in Google Reader Show Tools link in Menu Bar Opens RSS Option
  • Demo: Monitoring Online Forums in Google Reader Forums RSS Feed Loaded in Google Reader Click “Manage subscriptions” link to put feeds into folders
  • Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “Cheonan”
  • Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “New folder”
  • Demo: Cheonan Folder Added to Google Reader
  • Demo: Sharing from Reader to Facebook & Twitter
  • Demo: Sharing from Reader to Facebook & Twitter
  • Demo: Sharing from Reader Twitter
  • Demo: Coping with the Blind Spot
  • Email Notifications “ Some 71% of internet users say they get news forwarded to them through email and automatic alerts and updates and 11% of cell phone owners have alerts sent to their phones via text or email.” Pew Internet
  • Intro to Micro Blogging Source: Current TV
  • Twitter as a News Source Source: Examiner.com
  • Tweet as SOS
  • No Other Media Does This: TwitPic of Missing Girl Trending Topic Selected ReTweet Volume Over Time Trending Topics Daily Trending Keywords
  • Or this:
  • Anatomy of Twitter Since the last browser refresh Number of unused characters The Tweets of everyone I’m following Tweet Field
  • Anatomy of Twitter: @replies, ReTweets & Trends My @reply, in full view of others Where to find your @replies Tweet directed to me, in full view of others Most popular terms on Twitter right now Distribute this Tweet to my followers
  • Science of Retweets Source: Dan Zarella
  • Hashtags.org
  • Anatomy of Twitter: Direct Messages or DMs Where I find my DMs Private conversation between me and Steve To minimize spam, I can only DM someone following me
  • Anatomy of Twitter: Favorites Tweets I’ve Favorited Where my Favorites are
  • Anatomy of Twitter: Following Lists Options Tweeters I’m Following Expanded View Option
  • Anatomy of Twitter: Followers Followers I’m Following Tweeters Following me List View Option Click “followers” to view everyone you’re following
  • Anatomy of Twitter: Aesthetics Where to change the look of your Twitter webpage Choose a standard design Upload a custom background Where to find your settings
  • Popular Twitter Apps: Bit.ly Link Shortener
  • Tweets via RSS
  • Search.Twitter.com
  • Search.Twitter.com Geography Where to find your settings
  • Results are a Real Time Focus Group
    • Larger sample size
    • Nonstop feedback
    • Always up to date
    • No margin of error
  • Fake Twitter Account
  • Official Twitter Account
  • Assessing Who to Follow What’s the following to followers ratio? Check the Twitter User’s Favorites
  • Assessing Who to Follow User Attracts Follower by Following
  • Assessing Who to Follow Check for @replies Ratio Indicates High Degree of Influence
  • Twitter Client: TweetDeck
  • Twitter Client: HootSuite
  • Case Study: Crowd Sourcing Customer Service on Twitter
  • Twitter: Value Proposition finds what’s already happened finds what’s happening now
  • Twitter: Value Proposition Immediate many-to-many communications Information as social object
  • Twitter: Value Proposition “ 's smallness allowed more posts to go up more frequently. Likewise, it was faster and easier for people to respond, and thus the conversation moved faster and very often went further on Twitter than it did on standard blogs,&quot; Excerpted from Twitterville by Shel Israel
  • PSNH Twitter Strategy Twitter ID & Password Updates in Reverse Chronological Order Twitpic Link Twitpic Link & Caption Emailed Image & Subject Headline Posted on Twitpic
  • Relationship Between Off vs. On Network Resources
  • Follow the Bread Crumbs ReTweeting Fake Tweets
  • PSNH Case Study: Process Detail
  • Process Overview Organizational Communications Your Website Twitter YouTube & Flickr News Media Public Customer Service
  • Social Media for Dads
  • Social Media for Dads
  • Series of Decisions Brian Solis
  • Contact Info (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin 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
  • Law of Diminishing Returns Source: Paper Cuts
  • 90 Million Photo Journalists Source: Twitpic