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Social Media Boot Camp Boston 1
Social Media Boot Camp Boston 1
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Social Media Boot Camp Boston 1

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  • 1. Social Media Boot Camp @EricSchwartzman Day One – Nov. 4, 2010
  • 2. 2 Housekeeping • Expectations • Introductory immersion • New vocabulary • Foundation first • Exercises second • Agenda • Slide numbers • Digital handouts • Favorite useful sites
  • 3. 3 Times Are Changing
  • 4. 4 Mayor Jerry Brown Britney Spears News Media Addict Star Wars 30th Anniversary Pussycat Dolls Academy Awards
  • 5. 5 Message Map Data Points Overarching Message Supporting Messages
  • 6. 6 Mainstream Media Training
  • 7. 7 Plenty of Options Public Affairs Customer Relations Investor Relations Labor Relations Community Relations Industry Relations Media Relations Analyst Relations Public Relations
  • 8. 8 Media Relations Mass Media Addict Television Magazines Radio Newspapers
  • 9. 9 Junket Junkie
  • 10. 10 Controlled Communications
  • 11. 11 New Purpose for the Press Release Source: Pew Internet Percentage of internet users who sited each type of site as their favorite
  • 12. 12 Conforming to News Cycles Photo by Olivander
  • 13. 13 News Break Strategy National News Influencers Regional News Local News Trade Press Target Audience
  • 14. 14 Scoring Ink
  • 15. 15 Illusion of Control
  • 16. 16 Law of Diminishing Returns Source: Paper Cuts
  • 17. 17 Ad Spending Trends
  • 18. 18 White Light Experience
  • 19. 19 Web Gave Life to New Media Email SEO Websites
  • 20. 20 Outbound Communications
  • 21. 21 New Media as Mass Media Photo by Adulau
  • 22. 22 Web Gets Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
  • 23. 23 Web Gets Easy
  • 24. 24 Photo by Spackletoe Grassroots Communications Have to be Easy • Content’s claim to the crown • User experience shapes reputation • Should be self-service • Flash, PDFs, UI, navigation • Ease of use drives adoption Evolution of Customer Experience Usability Expert Jakob Nielsen on User Experience and Reputation
  • 25. 25 How Will You Get Through the Filter? Source: Sit or Squat search reviewfilter share
  • 26. 26 Customer Service Rep as Spokesperson
  • 27. 27 Unintended Consequences
  • 28. 28 Retention Training Manual Leaked
  • 29. 29 Crowd Sourcing News: Triangulating Truth
  • 30. 30 No Secrets
  • 31. 31 What You Say vs. What You Do Whopper Big Mac SubwaySource: This Piggy Blog
  • 32. 32 Business Case: Encourage Supporters Whopper Big Mac Subway
  • 33. 33 Social Media Conversations
  • 34. 34 Reputation Mainstream News Media Conversations Shape Reputation Source: Shel Holtz
  • 35. 35 MSM Becomes the Second Draft
  • 36. 36 How Will You Encourage Support? Photo by Leo Reynolds Brian Stauffer
  • 37. 37 Rethink the Photo Opp Source: Twitpic
  • 38. 38 Intimate News Breaking Source: Universal McCann
  • 39. 39 Edgework Source: Cobalt123
  • 40. 40 Scale through Training
  • 41. 41 Organizations Must Provide Guidance People ProcessPolicy Technology
  • 42. 42 Policy vs. Guidance Social Media Policy Transparency of Public Information Respectfulness Privacy Confidentiality Diplomacy Disclaimers Conflict Resolution Crisis Considerations Legal Matters IT Policy Penalties
  • 43. 43 Photo by o0besesed Social Media Communications is a Team Sport
  • 44. 44 National News Influencers Regional News Local News Trade Press Target Audience Exclusives & Embargos are Counterproductive Bloggers Podcasters
  • 45. 45 Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging Social Media Discoverability and Amplification Email SEO Websites New Media
  • 46. 46 Welcome to the Revolution RevolutionaryAristocratEisner Lassiter
  • 47. 47 Selling Social Media to Management
  • 48. 48 Position Social Media as Extending Existing Efforts Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter.
  • 49. 49 Selling Social Media to Management • Get at ROI of social media • Implement social media policy & training • Satisfy audit trails • Channel social media through PR Strict Management Oversight Regulatory Oversight Embraces Change Exploratory and Curious
  • 50. 50 Morning Break
  • 51. 51 Media is Filtered for Us
  • 52. 52 Build the Business Case By Filtering Social Media
  • 53. 53 Start by Listening Brian Solis
  • 54. 54 Open Tag - < > Close Tag - </ > Building a Media Monitoring Dashboard with RSS
  • 55. 55 RSS Readers Leveraging RSS: 1. Browsers 2. Web-based readers 3. Desktop-based readers 4. Email clients
  • 56. 56 Google Reader
  • 57. 57 Demo: Social Media Monitoring Dashboard
  • 58. 58 Find the Right Keywords
  • 59. 59 Demo: Search a Keyword in Google News Locate the RSS Icon at the Bottom of the Google News Search Results
  • 60. 60 Demo: Add the RSS Feed URL to Google Reader
  • 61. 61 Live Demo: Add RSS feed to Google Reader Clicking “Add a subscription” button opens field to insert URL of RSS Feed
  • 62. 62 Demo: Add RSS feed to Google Reader Google News Feed Loaded in Google Reader
  • 63. 63 Demo: Monitor Blogs with RSS Back to Google News  more  Blogs
  • 64. 64 Demo: Convert Blog Search Results to RSS Click the RSS option to subscribe to these search results in Google Reader
  • 65. 65 Demo: Convert Blog Search Results to RSS Copy the URL of the web page on which the RSS feed is displayed
  • 66. 66 Demo: Enter RSS feed in Google Reader Paste the Blog Search Results URL into the “Add a subscription” pop-up field
  • 67. 67 Demo: News and Blog RSS Feeds in Google Reader Google Blog Feed Loaded in Google Reader
  • 68. 68 Demo: Monitoring Twitter Convert Twitter Search Results to RSS
  • 69. 69 Demo: Subscribe to a Twitter RSS Feed Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
  • 70. 70 Demo: Subscribe to a Wikipedia Article
  • 71. 71 Demo: Wikipedia RSS feed in Google Reader Edits to the Wikipedia article appear in real time Edits by Anonymous Users
  • 72. 72 Demo: Monitoring Online Forums in Google Reader Show Tools link in Menu Bar Opens RSS Option
  • 73. 73 Demo: Monitoring Online Forums in Google Reader Forums RSS Feed Loaded in Google Reader Click “Manage subscriptions” link to put feeds into folders
  • 74. 74 Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “Cheonan”
  • 75. 75 Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “New folder”
  • 76. 76 Demo: Cheonan Folder Added to Google Reader
  • 77. 77 Demo: Sharing from Reader to Facebook & Twitter
  • 78. 78 Demo: Sharing from Reader to Facebook & Twitter
  • 79. 79 New Media Notifications
  • 80. 80 More Filtering Options: User Ratings Inspired by “Trust Agents” – Pg. 197
  • 81. 81 More Filtering Options: Comments Cause as online social object Donor commenting Inspired by “Twitterville”
  • 82. 82 More Filtering Options: Goolge SideWiki Social browser widget Website as online social object
  • 83. 83 Lunch
  • 84. 84 Anatomy of the Blog: Blogs and Blog Posts Blog/Homepage Blog Post Blog Post Blog Post Homepage Author/ Date
  • 85. 85 Anatomy of the Blog: Permalinks Permalink
  • 86. 86 Anatomy of the Blog: Feeds, Site and Social Search Blog Search Social Search Top Rated RSS Feed
  • 87. 87 Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink
  • 88. 88 Anatomy of the Blog: Comments
  • 89. 89 Anatomy of the Blog: Comment Moderation Consider adding information about turn around time
  • 90. 90 Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink
  • 91. 91 Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll Community Mapping Opportunity
  • 92. 92 Anatomy of the Blog: Widgets Widget Widget Widget
  • 93. 93 Astroturfing
  • 94. 94 Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs
  • 95. 95 Top 100 Blogs on Technorati
  • 96. 96 Case Study: Rock-Ola
  • 97. 97 Corporate Blogs Source: Monsanto Blog
  • 98. 98 Unfiltered Conversation
  • 99. 99 Messaging through Sneeze Posts Source: Monsanto Blog
  • 100. 100 Case Study: Blog Storm
  • 101. 101 Case Study: Blog Storm
  • 102. 102 Case Study: Blog Storm Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers
  • 103. 103 Origins of Blogging at DoD
  • 104. 104 New Rules of Engagement
  • 105. 105 Play Nice
  • 106. 106 Participate
  • 107. 107 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
  • 108. 108 Use Google Reader to Answer the Phone From “Trust Agents” – Pg. 197 Photo by spaceamoeba
  • 109. 109 Photo by Stu Spivack Customer Service as PR Inspired by “Twitterville”
  • 110. 110 Deciding Who to Engage 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
  • 111. 111 Art of the Mea Culpa
  • 112. 112 Resources for Proving a Social Media Strategy
  • 113. 113 Pew Internet
  • 114. 114 Pew Internet
  • 115. 115 Social Media Demographics
  • 116. 116 Social Media Demographics Database Generation Gap Source: Forrester Research
  • 117. 117 Afternoon Break
  • 118. 118 Communicator’s Guide to Twitter Source: Current TV
  • 119. 119 Humanize at Your Own Risk Scale by Adding team Members
  • 120. 120 Twitter as a News Source Source: Examiner.com
  • 121. 121 Tweet as SOS
  • 122. 122 No Other Media Does This: TwitPic of Missing Girl Trending Topic Selected ReTweet Volume Over Time Trending Topics Daily Trending Keywords
  • 123. 123 Or this:
  • 124. 124 Twitter is Discoverable
  • 125. 125 Twitter: Value Proposition finds what’s already happened finds what’s happening now
  • 126. 126 Twitter: Value Proposition Immediate many-to-many communications Information as social object
  • 127. 127 “ '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," Twitter: Value Proposition Excerpted from Twitterville by Shel Israel
  • 128. 128 Twitter is Public Record
  • 129. 129 Anatomy of Twitter Since the last browser refresh Number of unused characters The Tweets of everyone I’m following Tweet Field
  • 130. 130 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
  • 131. 131 Science of Retweets Source: Dan Zarella
  • 132. 132 Twitter Hashtags
  • 133. 133 Twitter Hashtags
  • 134. 134 Twitter Hashtags
  • 135. 135 Exercise: Add a Hashtag RSS Feeder to Reader Keyword surfaces Hashtag
  • 136. 136 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
  • 137. 137 Anatomy of Twitter: Favorites Tweets I’ve Favorited Where my Favorites are
  • 138. 138 Anatomy of Twitter: Following Lists Options Tweeters I’m Following Expanded View Option
  • 139. 139 Anatomy of Twitter: Followers Followers I’m Following Tweeters Following me List View Option Click “followers” to view everyone you’re following
  • 140. 140 Demo: Change Your Twitter Background Where to change the look of your Twitter webpage Choose a standard design Upload a custom background Where to find your settings
  • 141. 141 Anatomy of Twitter: Apps Twitter Apps Installed Where to find your installed apps
  • 142. 142 @Pistachio’s 140 Twitter App Store
  • 143. 143 Popular Twitter Apps: Bit.ly Link Shortener
  • 144. 144 Measuring Inbounds Visits from Twitter
  • 145. 145 “Back Ending” Tweets
  • 146. 146 Official Twitter Account
  • 147. 147 Fake Twitter Account
  • 148. 148 Search.Twitter.com Geography Where to find your settings
  • 149. 149 Complex Queries on Twitter Search
  • 150. 150 Results are a Real Time Focus Group • Larger sample size • Nonstop feedback • Always up to date • No margin of error
  • 151. 151 Brand vs. Personal Accounts Conversations are Owned Team Tweeters News Stands Alone
  • 152. 152 Follow the Bread Crumbs ReTweeting Fake Tweets
  • 153. 153 Good Friends Don’t Just Talk – They Listen Too
  • 154. 154 How NOT to Attract Followers Show Yourself Don’t Follow People Before You Have Tweets
  • 155. 155 Assessing Who to Follow Any Favorites? Is the Photo Real? What’s the following to followers ratio?
  • 156. 156 Assessing Who to Follow What’s the following to followers ratio? Check the Twitter User’s Favorites
  • 157. 157 Assessing Who to Follow User Attracts Follower by Following
  • 158. 158 Assessing Who to Follow Check for @replies Ratio Indicates High Degree of Influence
  • 159. 159 Market Inbound Customers 1 2 3 4
  • 160. 160 Engaging through Twitter Inspired by “Trust Agents” – Pg. 197 Think Conversational Rather than Solicitous
  • 161. 161 Extend Your by Getting Personal
  • 162. 162 Twitter ID & Password Twitpic Link Twitpic Link & Caption Emailed Image & Subject Headline Posted on Twitpic PSNH Twitter Strategy
  • 163. 163 Twitter Client: TweetDeck
  • 164. 164 HootSuite
  • 165. 165 Tweets via RSS
  • 166. 166 Dangers of Syndication
  • 167. 167 Social Media Management Platforms Source: Jamie Beckland, White Horse
  • 168. 168 Case Study Discussion: What Do You Think
  • 169. 169 Thank You (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin youtube.com/spinfluencer YouTube slideshare.net/ericschwartzman slideshare 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
  • 170. 170 Email Source: Universal McCann
  • 171. 171 Time Spent on Email Declines Source: Nielsen
  • 172. 172 Email Usage on Smart Phone Rises Source: Exact Target
  • 173. 173 Matching the Media to the Message
  • 174. 174 Direct Communications: Coping with Attention Deficits
  • 175. 175 Links vs. Attachments
  • 176. 176 Email Resource: Sending Large Files
  • 177. 177 Email Risks
  • 178. 178 Email Risks: Blogger Fights Back unique visitor to lifehacker.com
  • 179. 179 Reverse Engineering Media Contact Lists
  • 180. 180 Jedi List Synchronization
  • 181. 181 The Heart of Online Communications
  • 182. 182 Transparency Fosters Empathy Source: US Federal Government
  • 183. 183 Data Visualization Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient
  • 184. 184 Ambiguity Fosters Skepticism
  • 185. 185 Opacity Breeds Hate
  • 186. 186 Control vs. Credibility
  • 187. 187 End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Electronic Freedom Foundation
  • 188. 188 Online Newsroom as Home Base
  • 189. 189 Encourage Walk In Traffic Website
  • 190. 190 Engagement Increases the Number of Entry Points Website Blog FB Fan Page Twitter Podcast YouTube
  • 191. 191 Social Media Expands Your Footprint & Network Website Blog FB Page Twitter Podcast YouTube MySpace Flickr
  • 192. 192 Why Your Website’s So Important
  • 193. 193 Making Online News Scanable
  • 194. 194 MainNavbyTopicSubNavfor 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 HeadlinePrimary Emphasis HotTopics Secondary Emphasis Online Newsroom Design
  • 195. 195 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
  • 196. 196 Clickable RSS Text and Icon Step One – Visitor clicks the RSS text or icon. Subscription Kiosks - RSS
  • 197. 197 Category Feed Sub Category Feed Sub Category Feed Generates Custom RSS Feed Help Screen Subscription Kiosks – Custom Feeds
  • 198. 198 Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw 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
  • 199. 199 Clickable Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. Subscription Kiosks – Email Alerts
  • 200. 200 CAPTCHA Code function with audio accessibility for visually impaired visitors Subscriber enters email address Confirmation message Subscription Kiosks – Email CAPTCHAs and Confirmations
  • 201. 201 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
  • 202. 202 Subscription Kiosks – Email Category and Sub Categories
  • 203. 203 Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon. Subscription Kiosks - Sharing
  • 204. 204 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
  • 205. 205 Optional Comments Field CAPTCHA Recipient’s Email Subscription Kiosks – Sharing via Email User Comment Page Title URL
  • 206. 206 Searches “Area of Expertise” field (manually entered) Expert Database Search Results Paginated Results Newsroom Links Expert Detail Page Sort By Option Thumbnail Image Experts Database
  • 207. 207 Unfiltered News Source
  • 208. 208 Black Box Standard Homepage Background Image No Background Image Crisis Footer Standard Footer Black Box Homepage Crisis Communications Template
  • 209. 209 Online Crisis Communications – Demand Spike
  • 210. 210 Social Distributed Problem Solving

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