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 - Presentation Transcript

    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
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