Licensing University: Understanding Social Media

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www.socialmediabootcamp.com instructor Eric Schwartzman led this session at the Licensing Show in Las Vegas 2010.

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Licensing University: Understanding Social Media

  1. 1. Your Gateway to Online Audiences New Media and Social Media: Understanding New Communications Technologies Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
  2. 2. Recovering News Junkie Star Wars 30th Anniversary Academy Awards Pussycat Dolls Salt Lake Olympics Britney Spears 2
  3. 3. • What it was like • What happened • How it is now 3
  4. 4. Control Freak Overarching Message Supporting Messages Data Points 4
  5. 5. Media Training 5
  6. 6. Word of Mouth Channels Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 6
  7. 7. Mass Media Newspapers Television Media Relations Magazines Radio 7
  8. 8. Influence Peddling 8
  9. 9. Tools of the Trade 9
  10. 10. Mainstream News Media Cycles Photo by Olivander 10
  11. 11. News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 11
  12. 12. Score Ink 12
  13. 13. Addicted to the Illusion of Control 13
  14. 14. White Light Experience 14
  15. 15. Evolution of Media 15
  16. 16. Web Gave Life to New Media Websites Email SEO 16
  17. 17. New Media as Mass Media Photo by Adulau 17
  18. 18. Control through Stridence 18
  19. 19. Fax and Email 19
  20. 20. They’re Googling You  3 billion – Daily searches on Google  230 million – Americans with Net access  93% -- Americans with high-speed Net access  228 million – Americans with mobile phones  1.6 billion – Worldwide online population Source: Googled by Ken Auletta 20
  21. 21. New Media Drives Purchasing Decisions 1 2 3 Source: Universal McCann 21
  22. 22. Clicks Instead of Clips Source: Wikipedia 22
  23. 23. From Push to Pull 23
  24. 24. Getting Found through Search 24
  25. 25. New Media Got Social Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 25
  26. 26. It’s to Got be Easy 26
  27. 27. Minimize Friction • 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 27
  28. 28. Marketing Convenience with Apps search filter review share Source: Sit or Squat 28
  29. 29. User Experience Generates Conversation Social Search User Ratings on Comments 29
  30. 30. Brand Ownership Changed Hands Source: This Piggy Blog Whopper Big Mac Subway 30
  31. 31. Self Policing through Social Antibodies Whopper Big Mac Subway 31
  32. 32. Citizen Journalism 32
  33. 33. No Secrets 33
  34. 34. No Where to Hide Social browser widget Website as social object 34
  35. 35. Consumer Generated Photo Opp Source: Twitpic 35
  36. 36. Rethink the Photo Opp Photo by Leo Reynolds 36
  37. 37. Web Surpasses Mainstream Media Channels Source: Pew Internet 37
  38. 38. Press Pool Evaporates (9,500 Jobs Lost in 2009) Source: Papercuts 38
  39. 39. For Immediate Discovery • Old methods stopped working • Fewer news media opps to place • Social media was immediate •Reputations defined by conversations Photo by Juandazeng 39
  40. 40. Social Cyber Squatting Source: namechk 40
  41. 41. Business Case for Social Media Source: 201o Edelman Trust Barometer 41
  42. 42. Single Point of Entry Website 42
  43. 43. Multiple Points of Entry FB Fan Page Linkedin Podcast Twitter Website Blog YouTube Slideshare 43
  44. 44. Intimate Media vs. Crowd Sourcing Source: Universal McCann 44
  45. 45. Edgework: Enterprise Wide Engagement center edges world Source: Cobalt123 45
  46. 46. Change Management People Policy Process Technology 46
  47. 47. Policy Elements Transparency of Public Information Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Crisis Diplomacy Considerations Conflict Disclaimers Resolution 47
  48. 48. Instituting Corporate Policy Dept. Risk Opportunity HR Existing policy Goodwill with work violations; policing force; recruiting IT Information Reduce network and security; data loss desktop support requests Legal Copyright, free Better corp. speech, libel and oversight; tighter audit trails controls Marketing Aggravate brand Enable market to fracture self-educate Customer Service Perceived Reduce call center productivity loss demand PR Negligible Unfiltered communications PA Negligible ID opposition points IR Selective disclosure Better shareholder communications 48
  49. 49. www.SocialMediaPolicyTemplate.com 49
  50. 50. US Dept. of State Photo by: USAID_IMAGES 50
  51. 51. What Makes Social Media Exciting? Cairo Speech “Obama” Peak “Freedom” Peak 51
  52. 52. Social Media is a Team Sport Photo by o0besesed 52
  53. 53. Team Tweeting Team Tweeters News Stands Alone Conversations are Owned 53
  54. 54. Team Tweeting 54
  55. 55. Socialization 55
  56. 56. Participatory PR 56
  57. 57. Conversations Shape Reputation Rep u t at ion Mainstream News Media Source: Shel Holtz 57
  58. 58. News is the Frequent Updating of Information 58
  59. 59. Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 59
  60. 60. Toyota.com Case Study 60
  61. 61. HealtheBay.org Data Visualization in Online Newsrooms 61
  62. 62. HealtheBay.org Conversation Worthy, without Comments 62
  63. 63. HealtheBay.org Widgets in Online Newsrooms 63
  64. 64. HealtheBay.org Socializing Data from Online Newsrooms 64
  65. 65. Surrender to the Conversation 65
  66. 66. Don’t just pitch. Publish 66
  67. 67. Social Media Train Your Crew 67
  68. 68. Price of Free Social Networks 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 68
  69. 69. Shortcomings of Facebook Source: On the Record…Online Podcast 69
  70. 70. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 70
  71. 71. Social Media Training is Job Security Source: 2009 Digital Readiness Report 71
  72. 72. www.SocialMediaBootCamp.com Source: Social Media Training Calendar 72
  73. 73. Coming 2011 73
  74. 74. Online Communications Clients • Strategy • Training • Implementation 74
  75. 75. Eric Schwartzman (310) 463-4026 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.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 75

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