Social Media Boot Camp for Entrepeneurs

Social Media Boot Camp for Entrepreneurs @EricSchwartzman Rome, Italy Feb. 9, 2011

Housekeeping •  Introductory immersion •  New vocabulary •  Agenda •  Slide numbers •  Digital handouts 2@ericschwartzman

Benefits of Paying Attention Source: 2009 Digital Readiness Report 3@ericschwartzman

Reach and Frequency are Broken 4@ericschwartzman

Recovering News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 5@ericschwartzman

Control Freak 6@ericschwartzman

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

Mass Media Addict Newspapers Television Media Relations Magazines Radio 8@ericschwartzman

Junket Junkie 9@ericschwartzman

My Way our the Highway 10@ericschwartzman

Plug into News Cycles Photo by Olivander 11@ericschwartzman

Rush of Scoring Ink 12@ericschwartzman

Illusion of Control 13@ericschwartzman

Web Surpasses Mainstream Media Channels Source: Pew Internet 14@ericschwartzman

Law of Diminishing Returns Source: Paper Cuts 15@ericschwartzman

Ad Spending Trends 16@ericschwartzman

Press Releases Became News Releases Percentage of internet users who sited each type of site as their favorite Source: Pew Internet 17@ericschwartzman

Digital Penetration Became Dominant Source: TNS Digital Life Study, Oct. 10, 2010 18@ericschwartzman

White Light Experience 19@ericschwartzman

Web Gave Life to New Media Newswires Email Search 20@ericschwartzman

New Media as Mass Media Photo by Adulau 21@ericschwartzman

Outbound Communications 22@ericschwartzman

The Web Got Social New Media Monitoring Geo Networking Email Apps Search Content Social Blogs/Podcasts Networks Social Networks Social Media 23@ericschwartzman

Strident Social Media 24@ericschwartzman

Inbound Marketing 25@ericschwartzman

Rather than just Participate 26@ericschwartzman

Create Movements Trust Source: Shel Holtz Reputation 27@ericschwartzman

Social Media is a Team Sport Photo by o0besesed 28@ericschwartzman

But Armies are Stronger 29@ericschwartzman

Millions of Small Audiences Source: Universal McCann 30@ericschwartzman

Manage Risk Transparency of Public Information Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Crisis Diplomacy Considerations Conflict Disclaimers Resolution 31@ericschwartzman

RESOURCE: Social Media Policy Template http://www.slideshare.net/EricSchwartzman/social-media-policy-template-5988276 32@ericschwartzman

Activity Streams are Effective and Efficient 33@ericschwartzman

Offline vs. Online Communications Public Social Gatherings Networks Print Media Buys Blogs Broadcast •  Offline transactions are difficult to trace •  Online sharing is transactional •  Online sharing is discoverable •  Data visualizations give meaning to data 34@ericschwartzman

Data Visualizations 35@ericschwartzman

How Sharing Benefits Organizations 36@ericschwartzman

Social Media is Accelerating the Pace of Change 37@ericschwartzman

Social Media isn’t Just for PR “[Social media is] such a new area that I don’t think anyone fully comprehends the impact and where this is going to be five to 10 years from now. It will revolutionize not only how we market but how we work together.” Ed Linde II, senior marketing manager for web marketing marketing, IBM.com 38@ericschwartzman

Social Media Marketing Adoption in Business •  Monitoring conversations •  Defending the brand •  Real time campaign course correction •  Social media interactions from real world events Source: Altimeter Group 39@ericschwartzman

Social Media Marketing Adoption in Business Source: Altimeter Group 40@ericschwartzman

Invest in Developing Social Media Literacy 41@ericschwartzman

Welcome to the Revolution Eisner Aristocrat Revolutionary Lassiter 42@ericschwartzman

Discoverability and Amplification New Media Monitoring Geo Networking Email Apps Search Content Social Blogs/Podcasts Networks Social Networks Social Media 43@ericschwartzman

Researching Purchases through Search 44@ericschwartzman

Marketing with Social Media Your News 45@ericschwartzman

Facebook 46@ericschwartzman

Facebook is Dominant 47@ericschwartzman

Time Spent Online in February 2010 48@ericschwartzman

Facebook Channels for Media Outlets 49@ericschwartzman

Profiles vs. Pages 50@ericschwartzman

Facebook Pages 51@ericschwartzman

Accessing Pages from a Profile 52@ericschwartzman

Facebook Like Buttons 53@ericschwartzman

Facebook Like Buttons 54@ericschwartzman

Facebook Graph API 55@ericschwartzman

Facebook Graph API 56@ericschwartzman

Facebook Deals 57@ericschwartzman

Facebook Deals 58@ericschwartzman

Foursquare Grows 3400% in 2010 59@ericschwartzman

Foursquare 2010 Check-Ins by Category 60@ericschwartzman

Foursquare 2010 Check-Ins at Gym 61@ericschwartzman

Foursquare’s Strategy 62@ericschwartzman

Let’s Get a Swarm Badge 63@ericschwartzman

Twitter 64@ericschwartzman

Twitter: Value Proposition finds what’s already happened finds what’s happening now 65@ericschwartzman

Italian Company’s on Twitter 66@ericschwartzman

From November 2009 to November 2010 67@ericschwartzman

Integrated Sharing 70@ericschwartzman

Seeing Faces by the “Like” Button 71@ericschwartzman

New Tools for Reporting and Connecting 72@ericschwartzman

Landlines are not Enough Source: Online IT Degree 73@ericschwartzman

How Americans use Cell Phones Source: Online IT Degree 74@ericschwartzman

Mobile App Marketing 75@ericschwartzman

Smart Phone Apps 76@ericschwartzman

Convenience Marketing •  Content’s claim to the crown •  User experience shapes reputation •  Should be self-service •  Flash, PDFs, UI, navigation Photo by Spackletoe •  Ease of use drives adoption Evolution of Customer Experience Usability Expert Jakob Nielsen on User Experience and Reputation 77@ericschwartzman

How Will You Get Through the Filter? search filter review share Source: Sit or Squat 78@ericschwartzman

Twitter vs. Email vs. Facebook 79@ericschwartzman

Email Marketing 80@ericschwartzman

Start by Listening 81@ericschwartzman

Demo: Social Media Monitoring Dashboard 82@ericschwartzman

Demo: Search a Keyword in Google News Locate the RSS Icon at the Bottom of the Google News Search Results 83@ericschwartzman

Demo: Add the RSS Feed URL to Google Reader 84@ericschwartzman

Live Demo: Add RSS feed to Google Reader Clicking “Add a subscription” button opens field to insert URL of RSS Feed 85@ericschwartzman

Demo: Add RSS feed to Google Reader Google News Feed Loaded in Google Reader 86@ericschwartzman

Demo: Monitor Blogs with RSS Back to Google News  more  Blogs 87@ericschwartzman

Demo: Convert Blog Search Results to RSS Click the RSS option to subscribe to these search results in Google Reader 88@ericschwartzman

Demo: Convert Blog Search Results to RSS Copy the URL of the web page on which the RSS feed is displayed 89@ericschwartzman

Demo: Enter RSS feed in Google Reader Paste the Blog Search Results URL into the “Add a subscription” pop-up field 90@ericschwartzman

Demo: News and Blog RSS Feeds in Google Reader Google Blog Feed Loaded in Google Reader 91@ericschwartzman

Demo: Monitoring Twitter Convert Twitter Search Results to RSS 92@ericschwartzman

Demo: Subscribe to a Twitter RSS Feed Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field 93@ericschwartzman

Demo: Subscribe to a Wikipedia Article 94@ericschwartzman

Demo: Wikipedia RSS feed in Google Reader Edits by Anonymous Users Edits to the Wikipedia article appear in real time 95@ericschwartzman

Demo: Monitoring Online Forums in Google Reader Show Tools link in Menu Bar Opens RSS Option 96@ericschwartzman

Demo: Monitoring Online Forums in Google Reader Forums RSS Feed Loaded in Google Reader Click “Manage subscriptions” link to put feeds into folders 97@ericschwartzman

Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “Cheonan” 98@ericschwartzman

Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “New folder” 99@ericschwartzman

Demo: Cheonan Folder Added to Google Reader 100@ericschwartzman

Demo: Sharing from Reader to Facebook & Twitter 101@ericschwartzman

Demo: Sharing from Reader to Facebook & Twitter 102@ericschwartzman

New Media Notifications 103@ericschwartzman

Search Engine Optimization 104@ericschwartzman

Secret Formula 105@ericschwartzman

How Google Beat Yahoo at Search 106@ericschwartzman

Case Study: Organic Blog Optimization 107@ericschwartzman

Case Study: Inbound Links 108@ericschwartzman

Case Study: Tracking Inbounds 109@ericschwartzman

www.OntheRecordPodcast.com @ontherecord facebook.com/ontherecordonline Link in iTunes 110@ericschwartzman

www.B2Bsocialmediabook.com Amazon :: Barnes & Noble :: Borders 111@ericschwartzman

Social Media for Dads 112@ericschwartzman

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/3.0 113@ericschwartzman

Wired Vatican Guide QR Code iPad 114@ericschwartzman

Google Goggles Analyzing 115@ericschwartzman

Google Goggles Image Match Castel Sant Angelo 116@ericschwartzman

Marketing Disaster 117@ericschwartzman

Social Media Boot Camp for Entrepeneurs

by Eric Schwartzman on Feb 12, 2011

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