Social Media Training

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  • If we could find a way to fit our story neatly within one of their editorial beats, we could use them to do our bidding for us. Please we got the added credibility of an endorsement from a seemingly neutral third-party. We controlled how the message was delivered through spokespeople and media training.
  • Visibility and Credibility through Neutral Third Parties. Practice of managing the flow of information between an organization and its publics.
  • Cater to the press for reach and credibility
  • We controlled how the message was delivered through spokespeople and media training.
  • Cheaper and more targeted than airplane pamphlet drops.
  • Controlling the Break. Isolating Online Media.
  • We controlled how the message was delivered through spokespeople and media training.
  • And we made sure that the messages were distributed to coincide with news media cycles. And when the web first appeared, before it was easy for anyone to publish content to it, it was used to repurpose mainstream fare.
  • We weren’t really hearing back from people at the time, so if we upset them by hogging the conversation, we never really knew it.
  • We weren’t really hearing back from people at the time, so if we upset them by hogging the conversation, we never really knew it. Volume and conversation.
  • Cheaper and more targeted than airplane pamphlet drops.
  • Page Rank is the new PR
  • Web 2.0, Read Write Web, Converse instead of Distribute
  • What You Say vs .What You Do
  • What You Say vs .What You Do
  • What You Say vs .What You Do
  • What You Say vs .What You Do
  • Social Antibodies
  • Hopefully, I’ve given you better understanding of some the trends, threats and opportunities that exist online. MSM no longer dominant Don’t need a printing press or signal. The personal publishing revolution is under way. Resistance is futile, and denial is not a business strategy.
  • You’ve thought about the fact that people might want certain information about your product, brand or service and published it online so that if I want it. I can easily find it. And if you haven’t, the assumption is that your either arrogant or incompetent, and I’ll exercise my right as a consumer to find a brand that has.
  • 17,000 employees
  • Research your prospective targets and be relevant to their interests. Tougher because blogs are niche-niche media, and the only way to get the intelligence you need is to actually read the blog. Significant time investment
  • Why is it people behave badly online?
  • Become a community member. Comment on issues of interest. Build your street cred.
  • Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
  • Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
  • Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
  • Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
  • Ty examples to their own online presence.
  • Ty examples to their own online presence.
  • Ty examples to their own online presence.
  • Ty examples to their own online presence.
  • Understanding influence
  • http://www.socialmediatoday.com/SMC/46090
  • Center Informs the Edges – Edges Inform the World
  • http://www.forrester.com/Groundswell/profile_tool.html
  • Accuracy dimishes as the conversation persists
  • Online audio and video Social Bookmarking Social Networking
  • Social Media Training

    1. 1. Eric Schwartzman PRSA Tar Heel Chapter Annual Conference High Point University Sept. 10, 2009 Your Gateway to Online Audiences Social Media Training “ Surrender to the Conversation” How a News Media Junkie Found Solace Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
    2. 2. <ul><li>What it was like </li></ul><ul><li>What happened </li></ul><ul><li>How it is now </li></ul>
    3. 3. Media Relations Addict Star Wars 30 th Anniversary Salt Lake Olympics Academy Awards Britney Spears Pussycat Dolls
    4. 4. Control Freak Data Points Overarching Message Supporting Messages
    5. 5. Media Training Official Spokespersons
    6. 6. Stakeholder Groups Public Affairs Customer Relations Investor Relations Labor Relations Community Relations Industry Relations Media Relations Analyst Relations Public Relations
    7. 7. Media Relations News Media Addict Television Magazines Radio Newspapers
    8. 8. Junket Junkie
    9. 9. Anti-Social Communications
    10. 10. News Cycles Photo by Olivander
    11. 11. News Break Strategy National News Regional News Local News Trade Press Target Audience Influencers
    12. 12. Score Ink
    13. 13. Addicted to the Illusion of Control
    14. 14. White Light Experience
    15. 15. Evolution of Media Newspapers News Radio TV News World Wide Web 1992
    16. 16. Web Gave Life to New Media Email SEO Websites
    17. 17. New Media as Mass Media Photo by Adulau
    18. 18. Control through Stridence
    19. 19. Fax and Email
    20. 20. They Were Googling Me Source: PR Week
    21. 21. New Media Drives Purchasing Decisions Source: Universal McCann 1 2 3
    22. 22. Clicks Instead of Clips Source: Wikipedia
    23. 23. From Push to Pull
    24. 24. Stakeholder Relations through Search
    25. 25. New Media Got Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
    26. 26. Web Got Easy
    27. 27. Photo by Spackletoe Convenience Marketing <ul><li>Ease of use </li></ul><ul><li>Content’s claim to the crown </li></ul><ul><li>User experience and reputation </li></ul><ul><li>Flash, PDFs, UI, Navigation </li></ul><ul><li>Ease of Use and Adoption </li></ul>Evolution of Customer Experience
    28. 28. Getting through the Filter with Convenience Apps Source: Sit or Squat search review filter share
    29. 29. User Experience is Conversation User Ratings on Comments Social Search
    30. 30. Brand Ownership Changed Hands Whopper Big Mac Subway Source: This Piggy Blog
    31. 31. Self Policing through Social Antibodies Whopper Big Mac Subway
    32. 32. Citizen Journalism
    33. 33. No Secrets
    34. 34. Consumer Generated Photo Journalists Source: Twitpic
    35. 35. Web Surpasses Mainstream Media Channels Source: Pew Internet
    36. 36. Analog Dollars to Digital Pennies Source: Newspaper Association of America
    37. 37. Press Pool Evaporates Source: Papercuts
    38. 38. For Immediate Discovery <ul><li>Old methods stopped working </li></ul><ul><li>Fewer news media opps to place </li></ul><ul><li>Social media was immediate </li></ul><ul><li>Shorter patience thresholds </li></ul><ul><li>New level of expectations </li></ul><ul><li>Reputations defined by conversations </li></ul>Photo by Juandazeng
    39. 39. Social Cyber Squatting Source: namechk
    40. 40. Conversations Became Media Source: 2009 Edelman Trust Barometer
    41. 41. Trustworthies Source: 2009 Edelman Trust Barometer
    42. 42. Intimate Media Source: Universal McCann
    43. 43. Now I Practice Edgework Source: Cobalt123
    44. 44. Socialization
    45. 45. Participatory PR
    46. 46. Toyota.com Source: Toyota Online Newsroom
    47. 47. Toyota.com
    48. 48. Toyota.com
    49. 49. Toyota.com
    50. 50. Toyota.com
    51. 51. Toyota.com
    52. 52. Data Visualization in Online Newsrooms HealtheBay.org
    53. 53. Conversation Worthy, without Comments HealtheBay.org
    54. 54. Widgets in Online Newsrooms HealtheBay.org
    55. 55. Socializing Data from Online Newsrooms HealtheBay.org
    56. 56. Publish Instead of Pitch
    57. 57. Rethink the Photo Opp Photo by Leo Reynolds
    58. 58. National News Influencers Regional News Local News Trade Press Target Audience Fool’s Game Bloggers Podcasters
    59. 59. Photo by Periodico LaDemocaracia Just Say No to Shotgun Distribution Tactics
    60. 60. Price of Free <ul><li>Conversion leaks </li></ul><ul><li>Investing time in technology </li></ul><ul><li>Unsupported technology </li></ul><ul><li>Interoperability </li></ul><ul><li>Workflow management </li></ul><ul><li>Storage </li></ul>
    61. 61. New Media Train Everyone
    62. 62. Natives vs. Immigrants Generation Gap Source: Forrester Research
    63. 63. Social Media Discoverability and Amplification Email SEO Websites New Media Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging
    64. 64. Conversations Happen in Real Time
    65. 65. Conversations Shape Opinions Reputation Mainstream News Media Source: Shel Holtz
    66. 66. Carry the Message Source: On the Record…Online Podcast
    67. 67. Carry the Message Source: 2009 Digital Readiness Report
    68. 68. Share my Knowledge <ul><li>New Media Strategy: </li></ul><ul><li>New Media Training: </li></ul><ul><li>New Media Communications: </li></ul>
    69. 69. Share my Experience <ul><li>Online Communications Training </li></ul><ul><li>Online Communications Strategy </li></ul><ul><li>Online Communications Campaigns </li></ul>Source: Social Media Training Calendar
    70. 70. Social Media Training (310) 463-4026 Phone ericbennettschwartzman[at]gmail[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast facebook.com/ericschwartzman Facebook 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
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