APS Social Media Briefing

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APS Social Media Briefing

  1. 1. Briefing Building F B ildi a Framework for kf New Media and Social Media Engagement Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
  2. 2. Briefing Contents • Wh I A Who Am • How New Media and Social Media are Changing Organizational Communications • What Social Media and New Media Can Accomplish • Which Online Communications Channels Can Help You Achieve Our Corporate Objectives 2
  3. 3. My Background and Experience New Media Strategy Clients: New Media Training Cli t N M di T i i Clients: New Media Communications Clients: 3
  4. 4. Organizational Communications: Pre-Internet Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industryy Communityy Relations Relations Analyst Relations 4
  5. 5. Content and Conversations as Marketing Websites New Media Microblogging Email Monitoring SEO Content Social Blogs/Podcasts Networks N t k Social Media Pure Social Networks 5
  6. 6. Search and Reputation 1 2 3 Source: Universal McCann 6
  7. 7. SEO 7
  8. 8. Email Communications Source: Universal McCann 8
  9. 9. B-to-B Social Media 9
  10. 10. B-to-B Social Media 10
  11. 11. B-to-B Social Media 11
  12. 12. Scaling Challenges Source: Universal McCann 12
  13. 13. Edgework Source: Cobalt123 13
  14. 14. Social Media Policies People Policy Process Technology 14
  15. 15. Guidance Transparency of Information Intended for Public Release Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy y Confidentiality During Diplomacy Emergencies Conflict Disclaimers Resolution 15
  16. 16. Online Newsrooms Column 1 Column 2 Column 3 Column 4 Ma Nav by Topic y Press Info ain Site Search Subscriptions Sub Na for Secondary dia av Emphasis E h i Med cs Lead Story with Hot Topic Clickable Thumbnail Headline Primary Logical Thumbnails in Sub Headline Emphasis Path Index 16
  17. 17. Online Newsrooms Column 1 Column 2 Column 3 Column 4 Ma Nav by Topic y Press Info ain Site Search Subscriptions Sub Na for Secondary dia av Emphasis E h i Med cs Lead Story with Hot Topic Clickable Thumbnail Headline Primary Logical Thumbnails in Sub Headline Emphasis Path Index 17
  18. 18. Online Newsrooms Column 1 Column 2 Column 3 Column 4 Ma Nav by Topic y Press Info ain Site Search Subscriptions Sub Na for Secondary dia av Emphasis E h i Med cs Lead Story with Hot Topic Clickable Thumbnail Headline Primary Logical Thumbnails in Sub Headline Emphasis Path Index 18
  19. 19. Leveraging Existing Data 19
  20. 20. Data Visualization Sharing 20
  21. 21. Data Visualization Sharing 21
  22. 22. Data Visualization Sharing 22
  23. 23. FEMA: Closing the Credibility Gap FEMA Social Media Deep Dive Podcast 23
  24. 24. Open Platform Color Coded by Size Outage Street Level Detail 24
  25. 25. News is the Frequent Updating of Information 25
  26. 26. Conversations Shape Reputation 1 s t D raft: Reputa tion D a 2nd Draft: News Media 26 Source: Shel Holtz
  27. 27. PSNH Case Study: Process Detail 27
  28. 28. Measurement and Analysis Cairo Speech Cairo Speech “Obama” Peak Obama Peak “Freedom” Peak Freedom Peak 28
  29. 29. Online Communications Strategy Regulations Resources Policy Best Practices Social Media New Media Linkedin Websites Twitter SEO APS.com Facebook Email YouTube Visualization l Blogs Objectives Informational Transactional Social 29
  30. 30. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com [ ] p [ ] Email schwartzmanpr.com Website ontherecordpodcast.com p 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 reserved. Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 30

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