Social Media PR Boot Camp - Los Angeles, Aug. 26, 2009 - Day One

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Social Media PR Boot Camp - Los Angeles, Aug. 26, 2009 - Day One

  1. 1. New Media PR Boot Camp – Day One Los Angeles – Aug. 26, 2009 DAY ONE -- Instructor: Eric Schwartzman
  2. 2. Communications Technology Consultant New Media Strategy Clients: New Media Training Clients: New Media Communications Clients: 2
  3. 3. Housekeeping • Breaks and Lunch • Cell Phones • This is a Boot Camp • Technical Problems • Curriculum • Handouts are Digital • Twitter Hashtag #prsabootcamp • Spam Email Account • Browser Upgrade 3
  4. 4. News Media Addict Academy Awards Star Wars 30th Anniversary Pussycat Dolls Salt Lake Olympics Britney Spears 4
  5. 5. Message Control Overarching Message Supporting Messages Data Points 5
  6. 6. Interview Control 6
  7. 7. Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 7
  8. 8. Mass Media Addict Newspapers Television Media Relations Magazines Radio 8
  9. 9. Junket Junkie 9
  10. 10. Controlled Communications 10
  11. 11. Conforming to News Cycles Photo by Olivander 11
  12. 12. News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 12
  13. 13. Scoring Ink 13
  14. 14. Illusion of Control 14
  15. 15. White Light Experience 15
  16. 16. Evolution of Media 16
  17. 17. Web Gave Life to New Media Websites Email SEO 17
  18. 18. New Media as Mass Media Photo by Adulau 18
  19. 19. Control through Stridence 19
  20. 20. Journalists Relying on Company Websites Source: PR Week 20
  21. 21. Email Became Ubiquitous Source: Universal McCann 21
  22. 22. Email Blasts 22
  23. 23. New Media Driving Purchasing Decisions 1 2 3 Source: Universal McCann 23
  24. 24. Search Gets Social Source: Wikipedia 24
  25. 25. Page Rank is the New PR 25
  26. 26. Links as Third-Party Endorsements 26
  27. 27. Social Web Arrives Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 27
  28. 28. Web Gets Easy 28
  29. 29. Marketing with Convenience • Ease of use • Content’s claim to the crown • User experience and reputation • Flash, PDFs, UI, Navigation • Ease of Use and Adoption Photo by Spackletoe Evolution of Customer Experience 29
  30. 30. Convenience Online search filter review share Source: Sit or Squat 30
  31. 31. User Experience is Conversation Social Search User Ratings on Comments 31
  32. 32. What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 32
  33. 33. Higher Power Whopper Big Mac Subway 33
  34. 34. Citizen Journalism 34
  35. 35. No Secrets 35
  36. 36. 90 Million Photo Journalists Source: Twitpic 36
  37. 37. For Immediate Discovery • Search is immediate • Blogging is immediate • Shorter patience thresholds • Sharing is nice • Anticipate and respond Photo by Juandazeng 37
  38. 38. Web Surpasses Mainstream Media Channels Source: Pew Internet 38
  39. 39. Analog Dollars to Digital Pennies Source: Newspaper Association of America 39
  40. 40. Press Pool Evaporates Source: Papercuts 40
  41. 41. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 41
  42. 42. Social Media Surge Source: Friendfeed 42
  43. 43. Social Media Explosion Source: namechk 43
  44. 44. Social Media Identity Theft Source: namechk 44
  45. 45. Conversations are Media Source: 2009 Edelman Trust Barometer 45
  46. 46. Conversations are Intimate Source: Universal McCann 46
  47. 47. Conversations have Demographics Generation Gap Source: Forrester Research 47
  48. 48. Conversations are Aggregated Google Reader 48
  49. 49. Conversations Shape Reputation Rep u t at ion Source: Shel Holtz Mainstream News Media 49
  50. 50. News is Frequent Updating 50
  51. 51. Conversations Empower Consumers 51
  52. 52. Trustworthies Source: 2009 Edelman Trust Barometer 52
  53. 53. ROI of Trust Source: 2009 Edelman Trust Barometer 53
  54. 54. Blogs Source: Monsanto Blog 54
  55. 55. Unfiltered Conversation 55
  56. 56. Messaging through Sneeze Posts Source: Monsanto Blog 56
  57. 57. Use Your Domain Source: UCLA Online Newsroom 57
  58. 58. Toyota.com Source: Toyota Online Newsroom 58
  59. 59. Toyota.com 59
  60. 60. Toyota.com 60
  61. 61. Toyota.com 61
  62. 62. Toyota.com 62
  63. 63. Toyota.com 63
  64. 64. Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 64
  65. 65. Just Say No Photo by Periodico LaDemocaracia 65
  66. 66. Conversations Can Be Highly Addictive Photo by Why Not Studios 66
  67. 67. Price of Free 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 67
  68. 68. Innovation is Risky Source: iPressroom 68
  69. 69. New Media Train Everyone 69
  70. 70. Rethink the Photo Opp Photo by Leo Reynolds 70
  71. 71. Transparency and Authenticity 71
  72. 72. Customer Service Rep as Spokesperson 72
  73. 73. Unintended Consequences 73
  74. 74. Coping with an Online Crisis: Comcast 74
  75. 75. Direct to Consumers 75
  76. 76. Getting through the Filter 76
  77. 77. Revolution Rant Eisner Aristocrat Revolutionary Lassiter 77
  78. 78. Filling Your Own News Hole 78
  79. 79. Astroturfing 79
  80. 80. Share My Experience Source: On the Record…Online Podcast 80
  81. 81. Recap  Print Circs Declining  CPMs Declining  The Media is Dying  Quantity and Credible of UGC Increasing  New Media Communications Land Grab In the Workplace  Informing Conversations is Source: Pew Internet Social Media Communications 81
  82. 82. Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 82
  83. 83. Websites and Online Newsrooms 83
  84. 84. Or This: 84
  85. 85. Website is the Center Point 85
  86. 86. Organizing Your Web Presence First 1. Your website is the most credible source of information online about your organization. 2. A press release distributed on a paid newswire service is the second most credible source of information online about your organization. According to a survey [PDF] of 1200 journalists by PR Newswire and PR Week. 86
  87. 87. Media Relations Resource 87
  88. 88. Media Relations Resource: RSS by Category 88
  89. 89. Media Relations Resource: Category Email Alerts 89
  90. 90. Media Relations Resource: CAPTCHA Codes 90
  91. 91. Media Relations Resource : PR Contacts View 91
  92. 92. Media Relations Resource: Sub Headlines 92
  93. 93. External and Internal Communications Resource 93
  94. 94. External and Internal Communications Resource 94
  95. 95. External and Internal Communications Resource 95
  96. 96. External and Internal Communications Resource 96
  97. 97. Online Video for Direct Communications 97
  98. 98. Integrating Social Media 98
  99. 99. Data Visualization Resource 99
  100. 100. Data Visualization Resource 100
  101. 101. Data Visualization Widget 101
  102. 102. Data Visualization Resource 102
  103. 103. Email Source: Universal McCann 103
  104. 104. Links vs. Attachments 104
  105. 105. Resource: Sending Large Files 105
  106. 106. Email Risks 106
  107. 107. Email Risks: Blogger Fights Back unique visitor to lifehacker.com 107
  108. 108. Email Risks: Blogger Fights Back 108
  109. 109. Direct Communications: Coping with Attention Deficits 109
  110. 110. Email Newsletter Campaign Elements 1. Content Strategy 2. Frequency 3. Email lists 4. Email Newsletter Templates 5. Landing Pages 6. Measurement/Reporting 110
  111. 111. Reinventing PR Against Clicks Instead of Clips Email SEO Landing Pages Conversion Activity ROI 111
  112. 112. Online Communications Strategy New Media Social Media Email Linkedin Twitter Search Online Newsroom Flickr Press Releases YouTube Inbound Links Facebook Conversions Coverage 112
  113. 113. List Management a. Media Lists b. Outlook Exports c. Opt ins d. Professional contacts 113
  114. 114. Anatomy of the Blog: Posts 114
  115. 115. Anatomy of the Blog: Permalinks 115
  116. 116. Anatomy of the Blog: Hyperlinks 116
  117. 117. Anatomy of the Blog: Comments 117
  118. 118. Anatomy of the Blog: Blog Rolls 118
  119. 119. Anatomy of the Blog: Tags Clouds A list of tags where size reflects popularity. 119
  120. 120. Anatomy of the Blog: Widgets 120
  121. 121. Anatomy of the Blog: TwitterFeed 121
  122. 122. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 122
  123. 123. New Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 123
  124. 124. Live Demo: Using Google Reader 124
  125. 125. Live Demo: Email Alerts 125
  126. 126. Blogger Ethics 126
  127. 127. Play Nice 127
  128. 128. Pseudo-Anonymity 128
  129. 129. Summarize 129
  130. 130. Don’t Take the Bait 130
  131. 131. One to Many 131
  132. 132. Democratize 132
  133. 133. Unfiltered 133
  134. 134. Social Media Ethics 134
  135. 135. Thou shall not confuse thy opinion with truth 135
  136. 136. Thou shall not invoke personal attacks 136
  137. 137. Thou shall stick to the subject at hand 137
  138. 138. Thou shall cite thy references 138
  139. 139. Thou shall punctuate and capitalize 139
  140. 140. Thou shall own up to thy mistakes 140
  141. 141. Thou shall not use aliases or sock puppets 141
  142. 142. Thou shall not feed the trolls 142
  143. 143. Thou shall resize thy images 143
  144. 144. Thou shall keep online baggage online 144
  145. 145. Blogging: Implementation Benefits • Humanizes and personalizes • Fosters asynchronous communications • Crosses geographic boundaries • Engagement can be measured by number of comments, use of blog search tool, email subscribers, RSS and HTML usage • Effectiveness can be assessed by monitoring online conversations 145
  146. 146. Social Media Policies People Policy Process Technology 146
  147. 147. Social Media Policy 147
  148. 148. What Should I Blog About? "If I were going to start a blog now I would go very, very, very niche -- as niche as you can get...if you pick something specific and maybe that's not too heavily covered yet, you have a chance to establish yourself as a voice in that area." Peter Rojas, founding editor of Gizmodo and chief strategy officer of Weblogs, Inc. 148
  149. 149. More Advice to Aspiring Bloggers from Peter Rojas • Be passionate • Start slow • Be enthusiastic • Be critical • Be credibility • Pick a niche topic 149
  150. 150. Pro Blogger’s Tips for Choosing Blog Topics • Identify a need • Picture a reader • Break out of the echo chamber • Write something that matters to you • Write something topical • One topic per post • Plan ahead • Other ideas 150
  151. 151. Mind Mapping Blog Post Ideas 151
  152. 152. Ogilvy’s 25 Blogging Styles style description posts per week buzz index difficulty Insight Blogging Orignal ideas and commentary 5+ 4 hard Ambition Blogging Attain something thru blogging 1 2 easy Meme Blogging Starting a thread by sharing a query 1 5 medium Piggybacking Blogging news or memes 3 3 medium Life Blogging Sharing things in personal life 5 2 easy Brand Blogging Positive brand attributes 5 2 medium Detractor Blog Shares passionate hatred 1 3 medium Announcement Blogging Breaks newsworthy information 5 5 hard Link Blogging Blogging a series of links 2 4 medium Video Blogging Original video posts 5 3 hard Photo Blogging Original photo posts 5 2 hard Evangelist Blogging Passionate support of a cause 5 3 medium List Blogging Top ten format 5 5 medium Feature Blogging Thematically-ongoing feature posts 2 4 medium Repost Blogging Reposting another post 2 1 easy Guest Blogging Authoring post for another blogger 5 3 medium Interview Blogging Question and answer format 5 4 medium Event Blogging Event coverage 5 4 medium Live Blogging Bloggin a near real time 5 4 medium Bridge Blogging Extends international awareness 5 3 medium Classified Blogs IDs a product or service for sale 1 2 easy Response Blogging Response to a crisis or aquisation 5 3 hard Contact Blogging Writing with intent to make contact 2 2 easy 152
  153. 153. Chris Brogan’s Blog Post Structure • Topic, title, image • Lead paragraph • Structure • Tell them what you’re going to say, say it, and tell them what you said • End with a question • Chris Brogan 153
  154. 154. 10 Techniques for Drawing Blog Comments • Invite comments • Ask questions • Be open ended • Interact with comments • Set boundaries • Be humble • Be gracious • Be controversial • Reward comments • Make commenting easy • problogger 154
  155. 155. Stimulating Good Conversation The best discussion leaders take the skills of a great interviewer and apply them to their online communities, writing with a style that acknowledges and builds upon previous comments, sustaining the momentum of threads and eliciting knowledgeable responses. Smart, personal and well-informed words help these writers make their readers feel that they cannot possibly spend even single day away from the conversation. - Robert Niles, USC Annenberg Journalism Review 155
  156. 156. Blogger Relations: Rules of Engagement 156
  157. 157. Collective Intelligence? 157
  158. 158. Submit your attention 158
  159. 159. Participate 159
  160. 160. Courtship matters 160
  161. 161. No Broadcast Distribution 161
  162. 162. Humanize 162
  163. 163. You can’t buy passion 163
  164. 164. Set the record straight 164
  165. 165. Blogger Relations Etiquette • Listen before talking • Participate, don’t control • Be of service • Be modest • Be authentic • Be transparent 165
  166. 166. Case Study: Microsoft 166
  167. 167. Case Study: Nokia 167
  168. 168. Case Study: Rock-Ola 168
  169. 169. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 169
  170. 170. 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 170
  171. 171. Online Reputation Management 171
  172. 172. Blog Crisis: Case Study 172
  173. 173. Case Study: Blog Crisis Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers • One on one blogger relations impractical 173
  174. 174. Driving Qualified Visitors with Blog Posts 174
  175. 175. Micro Blogging 175
  176. 176. Anatomy of a Microblog External Communications Media Relations 176
  177. 177. Anatomy of a Twitter Client: TweetDeck 177
  178. 178. Anatomy of a Twitter: TweetChat 178
  179. 179. Hashtags.org 179
  180. 180. Twitter Case Studies 180
  181. 181. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter 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/3.0 181

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