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

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  • 1. New Media PR Boot Camp – Day One Los Angeles – Aug. 26, 2009 DAY ONE -- Instructor: Eric Schwartzman
  • 2. Communications Technology Consultant New Media Strategy Clients: New Media Training Clients: New Media Communications Clients: 2
  • 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. News Media Addict Academy Awards Star Wars 30th Anniversary Pussycat Dolls Salt Lake Olympics Britney Spears 4
  • 5. Message Control Overarching Message Supporting Messages Data Points 5
  • 6. Interview Control 6
  • 7. Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 7
  • 8. Mass Media Addict Newspapers Television Media Relations Magazines Radio 8
  • 9. Junket Junkie 9
  • 10. Controlled Communications 10
  • 11. Conforming to News Cycles Photo by Olivander 11
  • 12. News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 12
  • 13. Scoring Ink 13
  • 14. Illusion of Control 14
  • 15. White Light Experience 15
  • 16. Evolution of Media 16
  • 17. Web Gave Life to New Media Websites Email SEO 17
  • 18. New Media as Mass Media Photo by Adulau 18
  • 19. Control through Stridence 19
  • 20. Journalists Relying on Company Websites Source: PR Week 20
  • 21. Email Became Ubiquitous Source: Universal McCann 21
  • 22. Email Blasts 22
  • 23. New Media Driving Purchasing Decisions 1 2 3 Source: Universal McCann 23
  • 24. Search Gets Social Source: Wikipedia 24
  • 25. Page Rank is the New PR 25
  • 26. Links as Third-Party Endorsements 26
  • 27. Social Web Arrives Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 27
  • 28. Web Gets Easy 28
  • 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. Convenience Online search filter review share Source: Sit or Squat 30
  • 31. User Experience is Conversation Social Search User Ratings on Comments 31
  • 32. What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 32
  • 33. Higher Power Whopper Big Mac Subway 33
  • 34. Citizen Journalism 34
  • 35. No Secrets 35
  • 36. 90 Million Photo Journalists Source: Twitpic 36
  • 37. For Immediate Discovery • Search is immediate • Blogging is immediate • Shorter patience thresholds • Sharing is nice • Anticipate and respond Photo by Juandazeng 37
  • 38. Web Surpasses Mainstream Media Channels Source: Pew Internet 38
  • 39. Analog Dollars to Digital Pennies Source: Newspaper Association of America 39
  • 40. Press Pool Evaporates Source: Papercuts 40
  • 41. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 41
  • 42. Social Media Surge Source: Friendfeed 42
  • 43. Social Media Explosion Source: namechk 43
  • 44. Social Media Identity Theft Source: namechk 44
  • 45. Conversations are Media Source: 2009 Edelman Trust Barometer 45
  • 46. Conversations are Intimate Source: Universal McCann 46
  • 47. Conversations have Demographics Generation Gap Source: Forrester Research 47
  • 48. Conversations are Aggregated Google Reader 48
  • 49. Conversations Shape Reputation Rep u t at ion Source: Shel Holtz Mainstream News Media 49
  • 50. News is Frequent Updating 50
  • 51. Conversations Empower Consumers 51
  • 52. Trustworthies Source: 2009 Edelman Trust Barometer 52
  • 53. ROI of Trust Source: 2009 Edelman Trust Barometer 53
  • 54. Blogs Source: Monsanto Blog 54
  • 55. Unfiltered Conversation 55
  • 56. Messaging through Sneeze Posts Source: Monsanto Blog 56
  • 57. Use Your Domain Source: UCLA Online Newsroom 57
  • 58. Toyota.com Source: Toyota Online Newsroom 58
  • 59. Toyota.com 59
  • 60. Toyota.com 60
  • 61. Toyota.com 61
  • 62. Toyota.com 62
  • 63. Toyota.com 63
  • 64. Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 64
  • 65. Just Say No Photo by Periodico LaDemocaracia 65
  • 66. Conversations Can Be Highly Addictive Photo by Why Not Studios 66
  • 67. Price of Free 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 67
  • 68. Innovation is Risky Source: iPressroom 68
  • 69. New Media Train Everyone 69
  • 70. Rethink the Photo Opp Photo by Leo Reynolds 70
  • 71. Transparency and Authenticity 71
  • 72. Customer Service Rep as Spokesperson 72
  • 73. Unintended Consequences 73
  • 74. Coping with an Online Crisis: Comcast 74
  • 75. Direct to Consumers 75
  • 76. Getting through the Filter 76
  • 77. Revolution Rant Eisner Aristocrat Revolutionary Lassiter 77
  • 78. Filling Your Own News Hole 78
  • 79. Astroturfing 79
  • 80. Share My Experience Source: On the Record…Online Podcast 80
  • 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. Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 82
  • 83. Websites and Online Newsrooms 83
  • 84. Or This: 84
  • 85. Website is the Center Point 85
  • 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. Media Relations Resource 87
  • 88. Media Relations Resource: RSS by Category 88
  • 89. Media Relations Resource: Category Email Alerts 89
  • 90. Media Relations Resource: CAPTCHA Codes 90
  • 91. Media Relations Resource : PR Contacts View 91
  • 92. Media Relations Resource: Sub Headlines 92
  • 93. External and Internal Communications Resource 93
  • 94. External and Internal Communications Resource 94
  • 95. External and Internal Communications Resource 95
  • 96. External and Internal Communications Resource 96
  • 97. Online Video for Direct Communications 97
  • 98. Integrating Social Media 98
  • 99. Data Visualization Resource 99
  • 100. Data Visualization Resource 100
  • 101. Data Visualization Widget 101
  • 102. Data Visualization Resource 102
  • 103. Email Source: Universal McCann 103
  • 104. Links vs. Attachments 104
  • 105. Resource: Sending Large Files 105
  • 106. Email Risks 106
  • 107. Email Risks: Blogger Fights Back unique visitor to lifehacker.com 107
  • 108. Email Risks: Blogger Fights Back 108
  • 109. Direct Communications: Coping with Attention Deficits 109
  • 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. Reinventing PR Against Clicks Instead of Clips Email SEO Landing Pages Conversion Activity ROI 111
  • 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. List Management a. Media Lists b. Outlook Exports c. Opt ins d. Professional contacts 113
  • 114. Anatomy of the Blog: Posts 114
  • 115. Anatomy of the Blog: Permalinks 115
  • 116. Anatomy of the Blog: Hyperlinks 116
  • 117. Anatomy of the Blog: Comments 117
  • 118. Anatomy of the Blog: Blog Rolls 118
  • 119. Anatomy of the Blog: Tags Clouds A list of tags where size reflects popularity. 119
  • 120. Anatomy of the Blog: Widgets 120
  • 121. Anatomy of the Blog: TwitterFeed 121
  • 122. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 122
  • 123. New Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 123
  • 124. Live Demo: Using Google Reader 124
  • 125. Live Demo: Email Alerts 125
  • 126. Blogger Ethics 126
  • 127. Play Nice 127
  • 128. Pseudo-Anonymity 128
  • 129. Summarize 129
  • 130. Don’t Take the Bait 130
  • 131. One to Many 131
  • 132. Democratize 132
  • 133. Unfiltered 133
  • 134. Social Media Ethics 134
  • 135. Thou shall not confuse thy opinion with truth 135
  • 136. Thou shall not invoke personal attacks 136
  • 137. Thou shall stick to the subject at hand 137
  • 138. Thou shall cite thy references 138
  • 139. Thou shall punctuate and capitalize 139
  • 140. Thou shall own up to thy mistakes 140
  • 141. Thou shall not use aliases or sock puppets 141
  • 142. Thou shall not feed the trolls 142
  • 143. Thou shall resize thy images 143
  • 144. Thou shall keep online baggage online 144
  • 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. Social Media Policies People Policy Process Technology 146
  • 147. Social Media Policy 147
  • 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. More Advice to Aspiring Bloggers from Peter Rojas • Be passionate • Start slow • Be enthusiastic • Be critical • Be credibility • Pick a niche topic 149
  • 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. Mind Mapping Blog Post Ideas 151
  • 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. 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. 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. 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. Blogger Relations: Rules of Engagement 156
  • 157. Collective Intelligence? 157
  • 158. Submit your attention 158
  • 159. Participate 159
  • 160. Courtship matters 160
  • 161. No Broadcast Distribution 161
  • 162. Humanize 162
  • 163. You can’t buy passion 163
  • 164. Set the record straight 164
  • 165. Blogger Relations Etiquette • Listen before talking • Participate, don’t control • Be of service • Be modest • Be authentic • Be transparent 165
  • 166. Case Study: Microsoft 166
  • 167. Case Study: Nokia 167
  • 168. Case Study: Rock-Ola 168
  • 169. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 169
  • 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. Online Reputation Management 171
  • 172. Blog Crisis: Case Study 172
  • 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. Driving Qualified Visitors with Blog Posts 174
  • 175. Micro Blogging 175
  • 176. Anatomy of a Microblog External Communications Media Relations 176
  • 177. Anatomy of a Twitter Client: TweetDeck 177
  • 178. Anatomy of a Twitter: TweetChat 178
  • 179. Hashtags.org 179
  • 180. Twitter Case Studies 180
  • 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