Social Media Boot Camp at PACOM 3

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(July 22, 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
  • C. How to Use RSS to Build Relationships with Journalists and Key Audiences
  • Page Rank is the new PR [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Secret Formula http://googleblog.blogspot.com/2008/05/introduction-to-google-search-quality.html For something that is used so often by so many people, surprisingly little is known about ranking at Google. This is entirely our fault, and it is by design. We are, to be honest, quite secretive about what we do. There are two reasons for it: competition and abuse. Competition is pretty straightforward. No company wants to share its secret recipes with its competitors. As for abuse, if we make our ranking formulas too accessible, we make it easier for people to game the system. Security by obscurity is never the strongest measure, and we do not rely on it exclusively, but it does prevent a lot of abuse. The details of the ranking algorithms are in many ways Google's crown jewels. We are very proud of them and very protective of them. By some estimate, more than one thousand programmer/scientist years have gone directly into their development, and the rate of innovation has not slowed down.
  • C. How to Use RSS to Build Relationships with Journalists and Key Audiences
  • Mainstream “advertising was like a rude stranger interrupting a conversation to sell you something you neither wanted or needed.” Pg. 53, Googled. “ The buy was more efficient because it was cheaper, more targetted, and Google only charged when the customer actually click on the ad. Google could render traditional ad agencies extraneous middlemen to their client.” Googled Pg. 131 Search marketing, or search-related advertising, is the text ads that appear next to online searches Search Marketing: $5.1 billion 2005, $6.5 billion 2006, $10 billion in 2009, projected Search engine optimization involves trying to elevate a website in search listings when someone searches for a subject, topic or particular organization. Generic names Resellers optimized against a company’s brand SEM is the equivalent of online advertising SEO is the equivalent of online PR SEM drives impressions SEO drives perceptions – Top search results are perceived to be the most important results based on a keyword or phrase. Most people never go beyond the first to page – or first 20 – search results. Taxonomy: Mortgage vs. Loans – jobs vs. careers – couch or sofa? Search Marketing is about embracing preconceptions. What people think, not we what we think. Embracing popular language. Letting go of corporate lingo and jargon. People search the way they think; the language comes from their own personal lexicon. Too often, we try and use our own corporate lingo to refer to how people search for things, but it should be according to popular language, not our own corporate-ese. Information presented out of context Search is tied directly to ROI. Note prepared from “More Agencies Investing In Marketing with a Click,” by Stuart Elliott in New York Times on March 14, 2006 Search satisfies the rising need to prove a return on investment for advertising and marketing expenditures. And that is because an advertiser only pays when someone clicks on a text ad that appears adjacent to search results. CPM vs. CPC
  • C. How to Use RSS to Build Relationships with Journalists and Key Audiences
  • Exploit the network effect by having the best content. “ Every time you search, you give Google some value because you pick a certain result. And ervytime to pick a certain result, Google learns something from you. So each time you do a search, you’re adding value to Google’s database.” Googled, Pg. 138
  • From Wikipedia, the free encyclopedia Jump to: navigation , search An inbound link is a hyperlink transiting domains . Links are inbound from the perspective of the link target, and conversely, outbound from the perspective of the originator. Inbound links were originally important (prior to the emergence of search engines) as a primary means of web navigation; today their significance lies in search engine optimization (SEO). In addition to rankings by content, many search engines rank pages based on inbound links. Google 's description of their PageRank system, for instance, notes that Google interprets a link from page A to page B as a vote, by page A, for page B. [1] Knowledge of this form of search engine rankings has fueled a portion of the SEO industry commonly termed linkspam , where a company attempts to place as many inbound links as possible to their site regardless of the context of the originating site. Increasingly, inbound links are being weighed against link popularity and originating context. This transition is reducing the notion of one link, one vote in SEO, a trend proponents[ who? ] hope will help curb linkspam as a whole.
  • http://www.google.com.sg/search?hl=en&q=benefits+of+podcasting&btnG=Google+Search&meta=&aq=t&aq=t
  • Don’t worry, this is not the polygraph test former sec. of defense D. Rumsfeld took after H. Katrina. In 2005, Engadget surpassed AARP. In search of critical mass, advertisers have followed Advertisers spent 23.3% percent more on online display advertising. Internet highest ranking media category.
  • http://www.nytimes.com/2006/04/09/weekinreview/09lohr.html?ex=1302235200&en=fd2082be97aa034d&ei=5088&partner=rssnyt&emc=rss
  • https://adwords.google.com/select/KeywordToolExternal
  • https://adwords.google.com/select/KeywordToolExternal
  • B. Power of SEOed Press Releases International agencies such as Unicef, the UN's children's fund, are spending heavily on publicity campaigns across Asia, explaining how people can help stop H5N1's spread. Taxonomy is critical. But many Asians have heard such warnings before—about severe acute respiratory syndrome, or SARS, another deadly disease, as well as bird flu. In past outbreaks many overreacted, reining in their traveling and spending, causing serious economic damage. Since doom-laden predictions have yet to come true, the danger is that people become blasé.
  • B. Power of SEOed Press Releases International agencies such as Unicef, the UN's children's fund, are spending heavily on publicity campaigns across Asia, explaining how people can help stop H5N1's spread. Taxonomy is critical. But many Asians have heard such warnings before—about severe acute respiratory syndrome, or SARS, another deadly disease, as well as bird flu. In past outbreaks many overreacted, reining in their traveling and spending, causing serious economic damage. Since doom-laden predictions have yet to come true, the danger is that people become blasé.
  • https://adwords.google.com/select/KeywordToolExternal
  • From Wikipedia, the free encyclopedia Jump to: navigation , search An inbound link is a hyperlink transiting domains . Links are inbound from the perspective of the link target, and conversely, outbound from the perspective of the originator. Inbound links were originally important (prior to the emergence of search engines) as a primary means of web navigation; today their significance lies in search engine optimization (SEO). In addition to rankings by content, many search engines rank pages based on inbound links. Google 's description of their PageRank system, for instance, notes that Google interprets a link from page A to page B as a vote, by page A, for page B. [1] Knowledge of this form of search engine rankings has fueled a portion of the SEO industry commonly termed linkspam , where a company attempts to place as many inbound links as possible to their site regardless of the context of the originating site. Increasingly, inbound links are being weighed against link popularity and originating context. This transition is reducing the notion of one link, one vote in SEO, a trend proponents[ who? ] hope will help curb linkspam as a whole.
  • Out of Context Search navy reserve and tires
  • Out of Context
  • The most valuable feature Meta Tags offer the web site owner is the ability to control to some degree how their web pages are described on Search Engine Page Results.
  • The most valuable feature Meta Tags offer the web site owner is the ability to control to some degree how their web pages are described on Search Engine Page Results. Keywords can reinforce the theme, especially if ambiguity exists.
  • According to the Eyetrack III study of online behavior: 95 percent of visitors to a page read all or part of the blurb. That’s huge when compared with readership stats for any other element on the page. People spend five to 10 seconds, on average, looking at the blurb. It seems like a flash — but that’s substantial in online time. The blurb, in fact, “may be the only thing many readers view,” Eyetrack III researchers say. And that's a crime. Because microcontent — the headlines, summary blurbs, subheads and other "small" pieces of Web copy — actually do most of the communicating online. http://www.poynter.org/content/resource_popup_view.asp?id=27204
  • Decision to click is based on summary blurbs. Information Out of Context
  • The most valuable feature Meta Tags offer the web site owner is the ability to control to some degree how their web pages are described on Search Engine Page Results. Keywords can reinforce the theme, especially if ambiguity exists.
  • Decision to click is based on summary blurbs.
  • According to the Eyetrack III study of online behavior: 95 percent of visitors to a page read all or part of the blurb. That’s huge when compared with readership stats for any other element on the page. People spend five to 10 seconds, on average, looking at the blurb. It seems like a flash — but that’s substantial in online time. The blurb, in fact, “may be the only thing many readers view,” Eyetrack III researchers say. And that's a crime. Because microcontent — the headlines, summary blurbs, subheads and other "small" pieces of Web copy — actually do most of the communicating online. http://www.poynter.org/content/resource_popup_view.asp?id=27204
  • http://www.kepcorp.com/press/press.asp?RID=1905&L=&Y=2008&Q=3 According to the Eyetrack III study of online behavior: 95 percent of visitors to a page read all or part of the blurb. That’s huge when compared with readership stats for any other element on the page. People spend five to 10 seconds, on average, looking at the blurb. It seems like a flash — but that’s substantial in online time. The blurb, in fact, “may be the only thing many readers view,” Eyetrack III researchers say. And that's a crime. Because microcontent — the headlines, summary blurbs, subheads and other "small" pieces of Web copy — actually do most of the communicating online. http://www.poynter.org/content/resource_popup_view.asp?id=27204
  • http://www.stengg.com/pressroom/press_releases_read.aspx?paid=1265
  • A podcast is a radio or television program that you subscribe to over the internet. Name is inspired by the popular iPod made by Apple, but it’s misleading. Watch or listen on your computer or portable MP3 player. Anyone can distribute Remember when they said we’d have 5000 channels? Well we actually got is tens of thousands of programs Fragmentation is the audience. With this many choices, it is becoming less and less realistic to think you can actually change mindsets by buying ads in the Wall Street Journal and on Meet the Press. Tomorrow's c-level executive is tuning into different programs, where there are no ads.
  • A podcast is a radio or television program that you subscribe to over the internet. Name is inspired by the popular iPod made by Apple, but it’s misleading. Watch or listen on your computer or portable MP3 player. Anyone can distribute Remember when they said we’d have 5000 channels? Well we actually got is tens of thousands of programs Fragmentation is the audience. With this many choices, it is becoming less and less realistic to think you can actually change mindsets by buying ads in the Wall Street Journal and on Meet the Press. Tomorrow's c-level executive is tuning into different programs, where there are no ads.
  • A podcast is a radio or television program that you subscribe to over the internet. Name is inspired by the popular iPod made by Apple, but it’s misleading. Watch or listen on your computer or portable MP3 player. Anyone can distribute Remember when they said we’d have 5000 channels? Well we actually got is tens of thousands of programs Fragmentation is the audience. With this many choices, it is becoming less and less realistic to think you can actually change mindsets by buying ads in the Wall Street Journal and on Meet the Press. Tomorrow's c-level executive is tuning into different programs, where there are no ads.
  • A podcast is a radio or television program that you subscribe to over the internet. Name is inspired by the popular iPod made by Apple, but it’s misleading. Watch or listen on your computer or portable MP3 player. Anyone can distribute Remember when they said we’d have 5000 channels? Well we actually got is tens of thousands of programs Fragmentation is the audience. With this many choices, it is becoming less and less realistic to think you can actually change mindsets by buying ads in the Wall Street Journal and on Meet the Press. Tomorrow's c-level executive is tuning into different programs, where there are no ads.
  • Podcasting took off when Apple integrated podcasts as a way of selling more ipods Podcast University
  • Podcasting took off when Apple integrated podcasts as a way of selling more ipods Podcast University How to submit a podcast to itunes
  • Nearly 200,000 downloads to date
  • enclosures
  • Swap ourmedia for “The Way Back Machine” Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Nearly 200,000 downloads to date
  • Pocasts are audio files, usually but not always in the popular MP3 format, that are distributed via RSS. There are podcast directories, like podcast alley, where you find and subscribe to podcasts about everything from the business of public relations and politicial campaigns to child rearing and religious sermons or godcasts as they are known. Typically, they have some sort of organized format that they adhere to, and you since you locate them through text based search engines, there is a text summary, often reffered to as show notes, that describe each podcast. The better the show notes, the better the chance someone will find the podcast based on keywords and phrases. To automatically download podcasts to your MP3 player, you need podcatcher software, the most popular of which was a free application called iPodder, which you can download at iPodder.org, until Apple made podcasts accessible through their iTunes music story only recently. Since then, Apple iTunes added podcasts through their music store, the podcast listener audience size has exploded. Guesstimates of the total audience size and growth rates vary, but what is known is that: Your talking to a very motivated audience Podcasting provides direct access to constituents without a media filter. It lets us reach an audience of technology-savvy consumers, a key demographic when it comes to engineering tipping points. Crosses boundaries of time and space Low barrier to entry Cost-effective Podcasting is like Tivo for the Web. You can use it to broadcast audio or video via the Net to MP3 players. Since LCD screens aren’t common on MP3 players, audio remains the dominant format. Listeners can download podcasts, listen on the go, pause, rewind and fast forward. Since they’re MP3 files, you can also listen to them on your computer.
  • Play Jesper Kyd clip
  • Play Jesper Kyd clip
  • Winning out of 926 applicants and securing the top honors for podcasting.
  • Product focused, rather than listener focused
  • Nearly 200,000 downloads to date
  • Episode of my podcast interview with Jeanette Gibson that served as an example of why he should be a “new media evangelist” at Synopsis, a Fortune 1000 company with 4,500 employees. All sales are direct. Created Synopsis TV for their intranet: SynopsisWorld. Twice Weekly 3 to 4 minutes each Product intros Benefits Employee stock purchase plan Connects a voice with a face Accessible on SynopsisWorld or via VPN tunnel Created a 16 page DIY video document for distribution to employees First they brought in a professional crew, but it was too formal. Too inauthentic. Used handheld consumer video camera, no lights, no big deal and captured a more personal connection.
  • Citizen Journalism Principles of journalism Press Release as Feature Stories PR vs. Advertising PR as content creator and Sheppard
  • Michael Richards: During a November 17, 2006 performance at the Laugh Factory in West Hollywood, California, Richards responded in a "rage" (self described) to a black heckler by launching into a racial tirade. The incident was caught, in part, on a cell phone video camera by an audience member. The clip, conveniently subtitled, made it on to YouTube where its different postings had over 5 million total views. Clip – 2:47 This illustrates the fact that increased transparency means you are always under observation. Picture of me at Urinal – OMG, how’d that get in there? You see what I mean, there is no privacy anywhere
  • Nearly 200,000 downloads to date
  • Nearly 200,000 downloads to date
  • Nearly 200,000 downloads to date
  • Nearly 200,000 downloads to date
  • Nearly 200,000 downloads to date
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Demo: ourmedia, libsyn (sandbox) and ipressroom Blogger demo Promoting feeds on iTunes, Yahoo! and Podcast Alley Feedburner and ipressroom
  • Radian6
  • Radian6
  • http://www.nytimes.com/2008/09/07/magazine/07awareness-t.html?pagewanted=1&_r=1&adxnnlx=1221343821-4nVgArh%20zGEcmt2K0CUU0g
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • In a New York Times cover story on July 18, 2010, Facebook spokesperson Meredith Chin says member pages can be “memorialized” or converted into tribute pages that are stripped of some personal information and no longer appear in search results. Grieving friends can still post messages to those pages. To memorialize a profile, a family member or friend must fill out a form and provide proof of death, like a link to an obituary or news article which a staff member at Facebook will them review.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Uh-oh. We've got another social-media-meets-public-relations disaster on our hands, and this one doesn't even involve any airlines yet . Food giant Nestle, already under pressure from environmentalists, became the subject of a Facebook- and Twitter-based "twitstorm" when the operators of the corporation's Facebook page took a hostile approach to critics. So here's how it appears to have started: Environmental activist group Greenpeace has long been putting the pressure on Nestle to stop using palm oil, the production of which has been documented as a source of deforestation, greenhouse gas emissions, and endangered species loss. A provocative new Web video campaign (warning: may be a bit nauseating) on behalf of Greenpeace's U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube , citing a copyright complaint. Cue plenty of free press for Greenpeace. But it got worse. These days, just about every brand has a public forum in the form of a Facebook fan page, and Greenpeace supporters--whom the activist group had encouraged to change their Facebook profile photos to anti-Nestle slogans that often incorporated one or more of the company's food logos--started posting to the Nestle fan page en masse. Nestle countered with a mild threat: "To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted." A Nestle rep diving into the comments of the thread with responses like "Oh please...it's like we're censoring everything to allow only positive comments" didn't calm things down. One of the logos that's popped up among Facebook users who want to support Greenpeace's campaign against Nestle, modifying the Nestle Kit-Kat candy bar logo. Now, to be fair, Nestle has the right to protect its intellectual property (though several intellectual-property attorneys with whom CNET spoke said that the logo-alteration issue would have a relatively shaky foothold if it ever went to court), but that's not what the Web sees; rather, these come across as two instances where it's been attempting to stifle criticism by citing copyright and trademark. And the remarks on behalf of the page administrator were what really pushed it over the edge. Reactions on the page ranged from "Hey PR moron. Thanks you are doing a far better job than we could ever achieve in destroying your brand," to "It's not OK for people to use altered versions of your logos, but it's OK for you to alter the face of Indonesian rainforests? Wow!" to a gentler "I like some Nestle products so I qualify as a 'fan.' I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths." Comments from a decent handful of Nestle supporters were drowned out. Finally, under fire, the Nestle rep apologized for snapping back at fans. "This (deleting logos) was one in a series of mistakes for which I would like to apologize. And for being rude. We've stopped deleting posts, and I have stopped being rude." Putting aside all judgment on who's right and who's wrong in this situat
  • Uh-oh. We've got another social-media-meets-public-relations disaster on our hands, and this one doesn't even involve any airlines yet . Food giant Nestle, already under pressure from environmentalists, became the subject of a Facebook- and Twitter-based "twitstorm" when the operators of the corporation's Facebook page took a hostile approach to critics. So here's how it appears to have started: Environmental activist group Greenpeace has long been putting the pressure on Nestle to stop using palm oil, the production of which has been documented as a source of deforestation, greenhouse gas emissions, and endangered species loss. A provocative new Web video campaign (warning: may be a bit nauseating) on behalf of Greenpeace's U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube , citing a copyright complaint. Cue plenty of free press for Greenpeace. But it got worse. These days, just about every brand has a public forum in the form of a Facebook fan page, and Greenpeace supporters--whom the activist group had encouraged to change their Facebook profile photos to anti-Nestle slogans that often incorporated one or more of the company's food logos--started posting to the Nestle fan page en masse. Nestle countered with a mild threat: "To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted." A Nestle rep diving into the comments of the thread with responses like "Oh please...it's like we're censoring everything to allow only positive comments" didn't calm things down. One of the logos that's popped up among Facebook users who want to support Greenpeace's campaign against Nestle, modifying the Nestle Kit-Kat candy bar logo. Now, to be fair, Nestle has the right to protect its intellectual property (though several intellectual-property attorneys with whom CNET spoke said that the logo-alteration issue would have a relatively shaky foothold if it ever went to court), but that's not what the Web sees; rather, these come across as two instances where it's been attempting to stifle criticism by citing copyright and trademark. And the remarks on behalf of the page administrator were what really pushed it over the edge. Reactions on the page ranged from "Hey PR moron. Thanks you are doing a far better job than we could ever achieve in destroying your brand," to "It's not OK for people to use altered versions of your logos, but it's OK for you to alter the face of Indonesian rainforests? Wow!" to a gentler "I like some Nestle products so I qualify as a 'fan.' I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths." Comments from a decent handful of Nestle supporters were drowned out. Finally, under fire, the Nestle rep apologized for snapping back at fans. "This (deleting logos) was one in a series of mistakes for which I would like to apologize. And for being rude. We've stopped deleting posts, and I have stopped being rude." Putting aside all judgment on who's right and who's wrong in this situat
  • Uh-oh. We've got another social-media-meets-public-relations disaster on our hands, and this one doesn't even involve any airlines yet . Food giant Nestle, already under pressure from environmentalists, became the subject of a Facebook- and Twitter-based "twitstorm" when the operators of the corporation's Facebook page took a hostile approach to critics. So here's how it appears to have started: Environmental activist group Greenpeace has long been putting the pressure on Nestle to stop using palm oil, the production of which has been documented as a source of deforestation, greenhouse gas emissions, and endangered species loss. A provocative new Web video campaign (warning: may be a bit nauseating) on behalf of Greenpeace's U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube , citing a copyright complaint. Cue plenty of free press for Greenpeace. But it got worse. These days, just about every brand has a public forum in the form of a Facebook fan page, and Greenpeace supporters--whom the activist group had encouraged to change their Facebook profile photos to anti-Nestle slogans that often incorporated one or more of the company's food logos--started posting to the Nestle fan page en masse. Nestle countered with a mild threat: "To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic--they will be deleted." A Nestle rep diving into the comments of the thread with responses like "Oh please...it's like we're censoring everything to allow only positive comments" didn't calm things down. One of the logos that's popped up among Facebook users who want to support Greenpeace's campaign against Nestle, modifying the Nestle Kit-Kat candy bar logo. Now, to be fair, Nestle has the right to protect its intellectual property (though several intellectual-property attorneys with whom CNET spoke said that the logo-alteration issue would have a relatively shaky foothold if it ever went to court), but that's not what the Web sees; rather, these come across as two instances where it's been attempting to stifle criticism by citing copyright and trademark. And the remarks on behalf of the page administrator were what really pushed it over the edge. Reactions on the page ranged from "Hey PR moron. Thanks you are doing a far better job than we could ever achieve in destroying your brand," to "It's not OK for people to use altered versions of your logos, but it's OK for you to alter the face of Indonesian rainforests? Wow!" to a gentler "I like some Nestle products so I qualify as a 'fan.' I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths." Comments from a decent handful of Nestle supporters were drowned out. Finally, under fire, the Nestle rep apologized for snapping back at fans. "This (deleting logos) was one in a series of mistakes for which I would like to apologize. And for being rude. We've stopped deleting posts, and I have stopped being rude." Putting aside all judgment on who's right and who's wrong in this situat
  • News Corp. “…acquired MySpace for in July 2005 for $580 million. After just two years of its existense, the ytouth opriented social network and music sitehad sixteen million monthly visitors,; that number would quadruple over the next 14 months.” Google, Pg. 144
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Origins of MySpace Copyright To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • By summer 2008 “…there were 465,000 social networks on Ning, with 10 million registered users, 40 million unique users each month, 5 billion omnthly page views, and 116 employees working form a building in Palo Alto.” Googled, Pg. 150. Some more thoughts: 1) Quechup has just raised the bar for me to try new services out. Now I won’t try things out until dozens of my friends tell me that a service is safe to try. That means that competing with Facebook (or MySpace or LinkedIn or Plaxo) is going to be very tough. Services won’t go viral anymore because we just won’t believe the email we’re getting from our friends. 2) This has been going on a long time and has gotten to the front page of Digg , but I continue getting these things (I’m getting a few of these emails every day from people who should know better). 3) This is really pissing off a lot of people. I’ve seen tons of posts like this one over on Matt Dickman’s TechnoMarketer blog . 4) It’s sad that some companies feel they are going to be able to make a business on top of strategies like this one. I’d love to support a lawsuit against the company for doing this.
  • By summer 2008 “…there were 465,000 social networks on Ning, with 10 million registered users, 40 million unique users each month, 5 billion omnthly page views, and 116 employees working form a building in Palo Alto.” Googled, Pg. 150. Some more thoughts: 1) Quechup has just raised the bar for me to try new services out. Now I won’t try things out until dozens of my friends tell me that a service is safe to try. That means that competing with Facebook (or MySpace or LinkedIn or Plaxo) is going to be very tough. Services won’t go viral anymore because we just won’t believe the email we’re getting from our friends. 2) This has been going on a long time and has gotten to the front page of Digg , but I continue getting these things (I’m getting a few of these emails every day from people who should know better). 3) This is really pissing off a lot of people. I’ve seen tons of posts like this one over on Matt Dickman’s TechnoMarketer blog . 4) It’s sad that some companies feel they are going to be able to make a business on top of strategies like this one. I’d love to support a lawsuit against the company for doing this.
  • Statistics : SAP Community Network: nearly 2 million total members Growing at ~30,000 new members per month >200 countries and territories worldwide (led by: U.S., India, Germany, UK, Japan, China…) 6,000 posts per day in 200+ discussion forums 1 million unique visitors per month 200,000 members have ever contributed their knowledge/ experience 1/100th of 1% of the top contributors are designated “SAP Mentors” and less than 10% are SAP employees (Edgework) 5,000 bloggers
  • Knowledgeable:  They must have a foundation of knowledge in the area which the online community will be focused.  "If my community is going to be CPAs, than I want someone with a finance background. Ground that person in the expertise of the people that you're trying to attract." Outgoing: Community managers should be fairly extroverted, who like to engage with other people. Positive: Unlike a good project manager, who excels at risk management, a good community manager encourages participation and naturally find reasons how things can work. Supportive:  Good community managers alleviate fear, uncertainty and doubt that may arise from discussions, as well as help members learn how to use the various pieces of the social network interface. Tolerant: Someone who is not overly critical or judgmental, but able to see the good beyond the typos, spelling mistakes or cultural gaffes.
  • The most valuable feature Meta Tags offer the web site owner is the ability to control to some degree how their web pages are described on Search Engine Page Results.
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • D. Build Awareness, Generate Media coverage and Reach New Audiences through Electronic Media To appreciate the shift, important to understand what makes news. Vanity Fair WSJ Pecking order has changed. Scoble went from mid-level to sr. management. Bloggers ended Dan Rather’s career. 1/11/07 - First time in federal court, 2 press seats reserved for bloggers to cover trial of I. Lewis "Scooter" Libby. And they’re talking amongst themselves.
  • Wikipedia is written collaboratively by volunteers from all around the world. Since its creation in 2001, Wikipedia has grown rapidly into one of the largest reference Web sites , attracting at least 684 million visitors yearly by 2008. There are more than 75,000 active contributors working on more than 10,000,000 articles in more than 250 languages . As of today, there are 2,621,320 articles in English ; every day hundreds of thousands of visitors from around the world make tens of thousands of edits and create thousands of new articles to enhance the knowledge held by the Wikipedia encyclopedia.
  • 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.
  • 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.
  • Online audio and video Social Bookmarking Social Networking [CC 3.5] www.EricSchwartzman.com :: @ericschwartzman
  • Social Media Boot Camp at PACOM 3

    1. 1. Social Media Boot Camp Unite States Pacific Command Public Affairs Conference @EricSchwartzman March 21, 2010
    2. 2. Search Engine Optimization
    3. 3. State of Search and the Net <ul><li>3 billion – Daily Google searches processed </li></ul><ul><li>230 million – American with Net access </li></ul><ul><li>93% -- Americans with high-speed access </li></ul><ul><li>228 million – Americans with mobile phones </li></ul><ul><li>1.6 billion – Worldwide online population </li></ul><ul><li>Source: Googled by Ken Auletta </li></ul>
    4. 4. Page Rank is the New PR
    5. 5. Secret Formula
    6. 6. Objective of SEO <ul><li>Leverage Content to Generate Transactions </li></ul>
    7. 7. Optimization vs. Marketing SEM SEO
    8. 8. Acting Like a Publisher <ul><li>Editorial and Advertising Content </li></ul>
    9. 9. First Rule of Search Engine Optimization
    10. 10. Get Other Sites to Links to You
    11. 11. Case Study: Organic Blog Optimization
    12. 12. Case Study: Inbound Links
    13. 13. Case Study: Tracking Inbounds
    14. 14. Case Study: Search Results
    15. 15. Case: Fewer Inbounds, Higher Rank?
    16. 16. Case Study: Evaluating Inbounds
    17. 17. Four Steps to Measuring Blogger Influence Use the Tab Feature to Open a Second Webpage
    18. 18. Step 1: Inbound Links Source: Yahoo! Site Explorer Use the Tab Feature to Open a Third Webpage
    19. 19. Step 2: Site Rank Source: Alexa Use the Tab Feature to Open a Fourth Webpage
    20. 20. Step 3: Conversation Starters Source: Blogpulse Conversation Tracker
    21. 21. Step 3: Conversation Starters Source: Blogpulse Conversation Tracker
    22. 22. Step 4: Uniques
    23. 23. Brief and Concise
    24. 24. Writing for Search <ul><li>Wit, irony, humor and style </li></ul><ul><li>Clever titles and headlines </li></ul><ul><li>Search engine technologists vs. marketing experts </li></ul><ul><li>AP – Headlines 40 characters or less </li></ul>For People For Search Section: “Real Estate” Section: “Homes” Section: “Scene” Section: “Lifestyle” Section: “Taste” Section: “Food” Headline: “Unsafe sex: Has Jacob Zuma’s rape trial hit South Africa’s war on AIDS?” Headline: “Zuma testimony sparks HIV fear” Headline: “Tulsa star: The life and career of much-loved 1960’s singer” Headline: “Obituary: Gene Pitney Headline: “It’s Chemistry Over Pedigree as Gators Roll to First Title” Headline: “Gators Cap Run with First Title”
    25. 25. Keyword Discovery: Wonder wheel
    26. 26. Keyword Discovery: Wonder Wheel
    27. 27. Search Trends Source: Google Trends
    28. 28. Google Trends
    29. 29. Search Trends – Popular Language Source: America.gov
    30. 30. Examining Global Challenges by Region
    31. 31. Defining Global Challenges
    32. 32. Keyword Discovery: External Keyword Tool
    33. 33. Quantity vs. Quality
    34. 34. Citation Indexing SEOed Press Release SEOed Site Landing Page Blog Hit News Hit Online Newsroom PR PR PR PR PR Wiki
    35. 35. Press Release Search Engine Optimization By SEO-PR
    36. 36. Intro to Meta Data
    37. 37. Finding Meta Data
    38. 38. Title Tags 1. Title Tag in Web Page HTML (View > Source in a Browser) 2. Title Tag in Browser Title Bar 3. Title Tag in Search Results
    39. 39. Generic Title Tags
    40. 40. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results
    41. 41. Why Meta Descriptions Matter Source: Eyetrack 3
    42. 42. Dynamic Meta Page Descriptions
    43. 43. Spying through Meta Keywords
    44. 44. Press Release Written for Journalists
    45. 45. Keyword Research
    46. 46. Selected Keywords
    47. 47. SEOed Press Release
    48. 48. SEOed Press Release
    49. 49. SEOed Landing Page
    50. 50. 1. Check for Title Tags
    51. 51. 2. Check for Meta Page Descriptions
    52. 52. 3. Check for Dynamic Meta Content
    53. 53. 4. Check for Sub Headlines
    54. 54. Search Friendly Newsroom HTML
    55. 55. Online Audio and Video podcast webcast download
    56. 56. Podcasts
    57. 57. Podcasts Defined <ul><li>Types of Podcasts: </li></ul><ul><ul><li>Repurposed Electronic Media </li></ul></ul><ul><ul><li>Print MSM Extensions </li></ul></ul><ul><ul><li>Originally Produced </li></ul></ul>
    58. 58. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF]
    59. 59. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF]
    60. 60. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF]
    61. 61. Finding Podcasts through Show Notes
    62. 62. iTunes as a Podcatcher Finding podcasts in iTunes Submitting podcasts
    63. 63. Distributing Through iTunes
    64. 64. Podcast in iTunes
    65. 65. RSS 2.0 Feed with Enclosures
    66. 66. Podcast Production
    67. 67. Podcast Production
    68. 68. Podcast Production
    69. 69. Podcast Production
    70. 70. <ul><li>Should you podcast? </li></ul><ul><li>Selecting the subject matter </li></ul><ul><li>Finding your voice view </li></ul><ul><li>Intros and outros </li></ul><ul><li>Music options: Podsafe & APM view </li></ul><ul><li>Search engine optimization view </li></ul><ul><li>Show notes view </li></ul><ul><li>A word on copyright view </li></ul>Development and Production
    71. 71. <ul><li>Recording live interviews </li></ul><ul><li>Recording phone interviews </li></ul><ul><li>Editing </li></ul>Levelator Podcast Production
    72. 72. ID3 Tagging
    73. 73. Live Demo: Releasing & Promoting a Podcast
    74. 74. Promoting Podcasts: Signature Blocks
    75. 75. Promotion Podcasts: Email Marketing
    76. 76. Promoting Podcasts: SEOed Press Release
    77. 77. Promoting Podcasts: Industry Awards
    78. 78. Implementation Recommendations <ul><li>Integrate Flash Streaming </li></ul><ul><li>Use Flash Streaming Strategically </li></ul><ul><li>Consider Offering a “Best of Episode” </li></ul>
    79. 79. <ul><li>Who is Podcasting? </li></ul>Who is Podcasting: Case Study
    80. 80. <ul><li>Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers by giving audiences a rare, behind the scene look into one the world’s leading opera companies. </li></ul><ul><li>Strategy: Told through the perspective of the director of the company’s latest production, profile the relationships between the incomparable creative talents collaborating and the production process. </li></ul><ul><li>Results: LA Opera is the world’s first opera company to experiment with podcasting. Placido Domingo, Anna Netrebko and Rolando Villazon will all be featured in the first episodes. Featured in NY Times, LA Times and Hollywood Reporter. </li></ul>Case Study: LA Opera – B to C
    81. 81. Case Study: APM Music
    82. 82. Case Study: APM Music
    83. 83. Case Study: APM Music
    84. 84. Case Study: APM Music
    85. 85. Case Study: Starbucks
    86. 86. Case Study: Starbucks
    87. 87. Online Video: Reach and Frequency in the U.S. <ul><li>More than 170 million U.S. Internet users watched online video during the month. </li></ul><ul><li>Online video viewing continued to reach record levels in November with nearly 31 billion videos viewed during the month, and Google Sites accounting for 39 percent of all videos viewed online in the U.S. </li></ul><ul><li>More than 170 million viewers watched an average of 182 videos per viewer during the month of November. </li></ul>source: comScore
    88. 88. Online Video: Internal Communications
    89. 89. Naked Conversations “ F ormality suppresses dialogue; informality encourages it. Formal conversations and presentations leave little room for debate. They suggest that everything is scripted and predetermined. Informal dialogue is open. It invites questions, encourages spontaneity and critical thinking...Informality gets the truth out. It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughs.“ -Larry Bossidy, CEO, Honeywell
    90. 90. Online Video: Internal/External Communications
    91. 91. Online Video: Marie Digby
    92. 92. Online Video: Marie Digby
    93. 93. Online Video: Marie Digby
    94. 94. Blog Response: Marie Digby
    95. 95. Blog Comments: Marie Digby
    96. 96. Case Study: IDF Flotilla Raid View Count
    97. 97. Case Study: Consumer Generated News Coverage View Count
    98. 98. <ul><li>Fair or not, anytime commandos fire on civilians — even those armed with clubs, slingshots, stun grenades, etc. — in the court of public opinion, they become the aggressors. </li></ul>Case Study: Flickr Photo Stream
    99. 99. <ul><li>“ The reality is you cannot operate in this environment passively,” said David Axelrod , the president’s senior adviser. “If you do, the coverage and events will be shaped for you. Things that may seem like trivial distinctions can become large problems in terms of communications unless you’re aggressive about engaging. We didn’t create the environment. We didn’t make the rules. But we have to live with it.” </li></ul>Case Study: The Fall Out of 24/7 News Cycles
    100. 100. Case Study: IDF Public Affairs Response View Count
    101. 101. <ul><li>When commandos fire on civilians — even those armed with clubs, slingshots, stun grenades, etc. — in the court of public opinion, are seen the aggressors because their actions are seen as disproportionate. </li></ul><ul><li>The public has a short attention span and is resistant to complex explanations, however logical they may be so communicators must learn to drip their message into status updates. </li></ul><ul><li>The IDF may have completed their military operation successfully, but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State. </li></ul>Case Study: IDF Flotilla Raid Insights
    102. 102. Case Study: Coping with ADD
    103. 103. Case Study: IDF Flotilla Raid Most Viewed “Flotilla” Video
    104. 104. Shooting Video: Streaming Gear
    105. 105. Shooting Video: Flip
    106. 106. Shooting Video: HD Portable Gear Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700 Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
    107. 107. <ul><li>Deliver on the needs of an underserved audience </li></ul><ul><li>Give listeners something they can’t get else where </li></ul><ul><li>News content vs. feature content </li></ul><ul><li>More controlled/one-way channel </li></ul><ul><li>Credibility and third-party validation </li></ul><ul><li>Efficiency by leverage existing asset </li></ul><ul><li>RSS is Relationship-based. Downloads are not. </li></ul><ul><li>May not be well suited for breaking news </li></ul>Audio and Video: Strategic Recap
    108. 108. Media & Democracy
    109. 109. Living Breathing Mediascape 111,122 Facebook Supporters as of July 13, 2009
    110. 110. Living, Breathing Mediascape: Flickr Photo Stream 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year
    111. 111. Living, Breathing Mediascape: Twitter Stream
    112. 112. Reactions of the Blogosphere to Iranian Elections
    113. 113. Living, Breathing Mediascape: Radian6
    114. 114. Prediction: Fourth Estate’s Fortunes Have Waned
    115. 115. Prediction: Living Mediascape
    116. 116. Prediction: Electronic Paper
    117. 117. Prediction: Social News Filter
    118. 118. Digg vs. Other Media Source: Compete.com
    119. 119. Prediction: Growth of Social Networking
    120. 120. Prediction: Google Combines Services
    121. 121. Social Networking Image by: Luc Legay
    122. 122. Value of Social Networking to Individuals <ul><li>Excerpts : </li></ul><ul><li>Each little update — each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends’ and family members’ lives, like thousands of dots making a pointillist painting. </li></ul><ul><li>Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it seems like blather. Follow it for a day, though, and it begins to feel like a short story; follow it for a month, and it’s a novel. </li></ul><ul><li>For them, participation isn’t optional. If you don’t dive in, other people will define who you are. So you constantly stream your pictures, your thoughts, your relationship status and what you’re doing — right now! — if only to ensure the virtual version of you is accurate, or at least the one you want to present to the world. </li></ul><ul><li>“ If anything, it’s identity-constraining now,” Tufekci told me. “You can’t play with your identity if your audience is always checking up on you. </li></ul>
    123. 123. World Map of Social Networks Source: Vinco’s Blog
    124. 124. Global Social Networking Usage
    125. 125. Social Networking 101 <ul><li>Profiles: </li></ul><ul><ul><li>Personal vs. professional </li></ul></ul><ul><ul><li>Profiles pics </li></ul></ul><ul><li>Connections: </li></ul><ul><ul><li>Friends, followers, contacts </li></ul></ul><ul><ul><li>Community mapping </li></ul></ul><ul><li>Conversations: </li></ul><ul><ul><li>Posts, comments, ratings, status updates </li></ul></ul><ul><ul><li>Seizing the moment via keywords and search </li></ul></ul><ul><li>Syndication </li></ul><ul><ul><li>Facebook and Twitter Mobile Apps </li></ul></ul>
    126. 126. US Social Networking by Brand <ul><li>Facebook 78% </li></ul><ul><li>MySpace 42% </li></ul><ul><li>Linkedin 17% </li></ul><ul><li>Twitter 10% </li></ul>Source: http://www.consumerinternetbarometer.us/
    127. 127. Facebook by the Numbers <ul><li>12x growth since opening to nonstudents in Sept. 2006 </li></ul><ul><li>20m minutes spent in March 2008 </li></ul><ul><li>6.4b minutes spent prior year </li></ul><ul><li>Between 30m and 35m users </li></ul><ul><li>Microsoft paid $240m for 1.6%, $15b value </li></ul><ul><li>$145m ad revenue in 2007 </li></ul><ul><li>MySpace had $510m in ad revenue in 2007 </li></ul><ul><li>$0.15 CPM vs. $13 CPM at Yahoo! </li></ul><ul><li>Fortune Magazine, May 26, 2008 </li></ul>Source: Inside Facebook
    128. 128. Social Networking: Facebook
    129. 129. Facebook Apps: Social Impact of Causes
    130. 130. Facebook Apps: Donation as Social Object Causes makes it easy for me to share my contributions with my friends
    131. 131. Facebook: Custom URLs
    132. 132. Facebook: Memorializing a Deceased Member http://www.facebook.com/help/contact.php?show_form=deceased
    133. 133. Facebook: Privacy Settings
    134. 134. Facebook: Privacy Settings Select “Custom” option to access the “Only Me” Setting
    135. 135. Facebook Case Study: Greenpeace Attacks Nestle
    136. 136. Facebook Case Study: Greenpeace Attacks Nestle
    137. 137. Facebook Case Study: Deepwater Horizon Dealing with High-Levels of Feedback
    138. 138. Deepwater Horizon Online Comms Briefing
    139. 139. Social Networking: MySpace Back End Front End
    140. 140. Social Networking: Linked In
    141. 141. Social Networking: Linked In Groups
    142. 142. Social Networking: Object-Oriented
    143. 143. Social Networking: White Label Platforms
    144. 144. Social Networking Platform: Ushahidi
    145. 145. Social Networking Case Study: SAP About the SAP Community Network
    146. 146. Value of Social Networks to Organizations <ul><li>Promote peer to peer communications </li></ul><ul><li>Conduct edgework </li></ul><ul><li>Improve performance </li></ul><ul><li>Educate customers, partners and employees </li></ul><ul><li>Shorten time to market </li></ul><ul><li>Respond faster to change </li></ul><ul><li>Lower COGS </li></ul>
    147. 147. Social Networking: Strategic Decisions <ul><li>Edgework </li></ul><ul><ul><li>Tap influencers </li></ul></ul><ul><ul><li>Internal vs. External Influencers </li></ul></ul><ul><ul><li>Diversity </li></ul></ul><ul><li>Public vs. Private </li></ul><ul><ul><li>Is the topic of discussion a differentiator? </li></ul></ul><ul><ul><li>Could exclusivity help with your edgework? </li></ul></ul><ul><ul><li>Will the discussion be forward looking? </li></ul></ul><ul><ul><li>Will the discussion involve regulatory matters? </li></ul></ul>
    148. 148. Social Networking: Strategic Decisions (cont’d) <ul><li>Policy Guidelines </li></ul><ul><ul><li>Practical and reasonable </li></ul></ul><ul><ul><li>Specificity tailored to sophistication of members </li></ul></ul><ul><li>Branded vs. Unbranded </li></ul><ul><ul><li>Addressable market and potential community size? </li></ul></ul><ul><ul><li>Cost, staffing, legal and process </li></ul></ul><ul><ul><li>Working through associations or industry consortiums </li></ul></ul>
    149. 149. What Makes a Good Community Manager? <ul><li>Knowledgeable </li></ul><ul><li>Positive </li></ul><ul><li>Supportive </li></ul><ul><li>Tolerant </li></ul>
    150. 150. Prediction: Privacy Levels Source: NY Times
    151. 151. Prediction: News Wars
    152. 152. Prediction: Social Graph
    153. 153. Prediction: Fact Stripping Robots
    154. 154. Social Bookmarking
    155. 155. Favorites use Title Tags
    156. 156. Social Bookmarking
    157. 157. Benefits of Sharing <ul><li>Access favorites from anywhere </li></ul><ul><li>Share your favorites publicly </li></ul><ul><li>Use popular opinion to find info online </li></ul>
    158. 158. Live Demo: Social Bookmarking <ul><li>Create Delicious account </li></ul><ul><li>Log in </li></ul><ul><li>Post URL </li></ul><ul><li>Save </li></ul><ul><li>Search popular tags </li></ul>
    159. 159. Live Demo: Social Search Monitoring <ul><li>Query Delicious </li></ul><ul><li>Add Resulting RSS Feeds to Google Rearder </li></ul>
    160. 160. Live Demo: Questions <ul><li>Yahoo! Answers </li></ul><ul><li>Linkedin Questions </li></ul><ul><li>Facebook Status </li></ul><ul><li>Twitter </li></ul>
    161. 161. User Ratings
    162. 162. Social News Site: Digg
    163. 163. Social Bookmarking: Digg
    164. 164. Wikipedia
    165. 165. Wikipedia – From Marketing Sherpa <ul><li>Getting Listed </li></ul><ul><li>“ Stub” articles </li></ul><ul><li>Propose articles for creation </li></ul><ul><li>Enlisting community member to create an article </li></ul>
    166. 166. Wikipedia – From Marketing Sherpa <ul><li>Monitoring Your Listing </li></ul><ul><li>Appoint a Wikipedia ambassador </li></ul><ul><li>Participate in the community </li></ul><ul><li>Monitoring your existing Wikipedia pages (RSS) </li></ul>
    167. 167. Wikipedia – From Marketing Sherpa <ul><li>Getting Errors Fixed </li></ul><ul><li>Flag factual errors on discussion pages </li></ul><ul><li>Handle criticism on discussion pages </li></ul><ul><li>Propose new links on discussion pages </li></ul>
    168. 168. Wikipedia – Other Issues <ul><li>Terms and Conditions </li></ul><ul><li>Conflicts of Interest </li></ul><ul><li>Neutral Point of View Policy </li></ul><ul><li>“Peacock Terms” </li></ul>
    169. 169. Wikipedia Hall of Shame
    170. 170. Monsanto Edits Michael Moore
    171. 171. US DoJ Obfuscates Bush Criticism
    172. 172. Wisdom of the Chaperones
    173. 173. Chris Wilson On the Record…Online
    174. 174. Recommended Reading
    175. 175. January 2011
    176. 176. Search “Defense20” at www.OntheRecordPodcast.com
    177. 177. Thank You
    178. 178. 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

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