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US Embassy Athens, Social Media Training

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    US Embassy Athens, Social Media Training - Presentation Transcript

    1. Social Media Training NOX - US Embassy, Athens – Department of State Instructor: @ericschwartzman Oct. 5, 2009
    2. Housekeeping • Format  Breaking Your Addiction  SEO  Blogs, Podcasts, RSS  Twitter  Open Platforms  New Media & Democracy (if time permits) • Overview • Technical Problems • Handouts (slide numbers and sources) • Twitter ID: @ericschwartzman • Hashtag: #gov20 2
    3. My Background and Experience •New Media Strategy Clients: •New Media Training Clients: •New Media Communications Clients: 3
    4. News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 4
    5. Message Map Overarching Message Supporting Messages Data Points 5
    6. Mainstream Media Training 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. Scoring Ink 12
    13. White Light Experience 13
    14. Web Gave Life to New Media Websites Email SEO 14
    15. Online Newsrooms Column 1 Column 2 Column 3 Column 4 Main Nav by Topic Press Info Site Search Subscriptions Sub Nav for Secondary Media Emphasis Hot Topics Lead Story with Clickable Thumbnail Headline Primary Logical Thumbnails in Sub Headline Emphasis Path Index 15
    16. Email Source: Universal McCann 16
    17. Page Rank is the New PR 17
    18. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 18
    19. Tech Got Easy • Content’s claim to the crown • User experience and reputation • Ease of Use and Adoption • Participatory Platforms Photo by Spackletoe Evolution of Convenience 19
    20. Downside of Easy 20
    21. Social Media Conversations Rep u t at ion Mainstream News Media Source: Shel Holtz 21
    22. News is the Frequent Updating of Information 22
    23. Socialization 23
    24. Participatory Communications 24
    25. Citizen Journalism 25
    26. Social Antibodies 26
    27. Crowd Souring Photo Journalism Source: Twitpic 27
    28. Socially Distributed Problem Solving 28
    29. Social Media Train Everyone 29
    30. Surrender to the Edges Source: Cobalt123 30
    31. Guidance Transparency of Information Intended for Public Release Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Combat Diplomacy Considerations Conflict Disclaimers Resolution 31
    32. Search and Reputation 1 2 3 Source: Universal McCann 32
    33. For Immediate Discovery Photo by Juandazeng 33
    34. Optimization vs. Marketing SEM SEO 34
    35. First Rule of Search Engine Optimization 35
    36. Search Gets Social Source: Wikipedia 36
    37. Links as Third-Party Endorsements • Anchor text • Target URL 37
    38. Case Study: Tracking Inbounds 38
    39. Case Study: Search Results 39
    40. Case: Fewer Inbounds, Higher Rank? 40
    41. Case Study: Evaluating Inbounds 41
    42. Keyword Discovery: Search Volume 42
    43. Keyword Discovery: Taxonomy Source: Google Trends 43
    44. Search Trends – Popular Language Source: America.gov 44
    45. Examining Global Challenges by Region 45
    46. Defining Global Challenges 46
    47. Obama Effect 47
    48. Impact of Public Diplomacy Cairo Speech “Obama” Peak “Freedom” Peak 48
    49. Keyword Discovery: Related Searches 49
    50. Keyword Discovery: Wonder Wheel 50
    51. Quantity vs. Quality 51
    52. Blogs, Podcasts, RSS 52
    53. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post Blog Post 53
    54. Anatomy of the Blog: Permalinks Permalink 54
    55. Anatomy of the Blog: Anchor Text Hyperlinks Hyperlink Hyperlink Hyperlink 55
    56. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 56
    57. Anatomy of the Blog: Comments 57
    58. Anatomy of the Blog: Comment Moderation Consider adding information about turn around time 58
    59. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 59
    60. Anatomy of the Blog: Moderation Challenges 60
    61. Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll 61
    62. Anatomy of the Blog: Widgets Widget Widget Widget 62
    63. Astroturfing 63
    64. 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 64
    65. Online Reputation Management 65
    66. Blog Crisis: Case Study 66
    67. 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 67
    68. Podcasting Types of Podcasts: • Audio and Video • Repurposed Electronic Media • Print MSM Extensions • Originally Produced 68
    69. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 69
    70. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 70
    71. Finding Podcasts through Show Notes 71
    72. iTunes Podcatcher 72
    73. Distributing Through iTunes 73
    74. Podcast in iTunes 74
    75. State Dept. Podcasts in iTunes 75
    76. State Dept. Daily Briefing Podcast in iTunes 76
    77. Secretary Clinton’s Former Podcast in iTunes 77
    78. RSS 2.0 with Enclosures Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7 78
    79. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 79
    80. Exercise: New & Social Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 80
    81. PSNH Case Study: Putting it All Together 81
    82. 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 facebook.com/ericschwartzman Facebook 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 82

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