1. New Media and Social Media Boot Camp
Instructor: @EricSchwartzman
NYC, Dec. 03, 2009
Day One

2. Housekeeping
• N t IQ
Net
• Breaks and Lunch
• Cell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
• I’m @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
• Spam Email Account
• Web Browsers 2

3. News Media Addict
Pussycat Dolls
Academy Awards
Britney Spears
Mayor Jerry Brown
Star Wars 30th Anniversary 3

4. Message Map
Overarching
Message
Supporting
Messages
Data Points
4

5. Mainstream Media Training
5

6. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
6

7. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
7

8. Junket Junkie
8

9. Controlled Communications
9

10. Conforming to News Cycles
Photo by Olivander
10

11. News Break Strategy
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
11

12. Scoring Ink
12

13. Illusion of Control
13

14. White Light Experience
14

15. Evolution of Media
15

16. Web Gave Life to New Media
Websites
Email
SEO
16

17. New Media as Mass Media
Photo by Adulau
17

18. Control through Stridence
18

19. Email Blasts
19

20. Journalists Relying on Company Websites
Source: PR Week
20

21. New Media Driving Purchasing Decisions
1
2
3
Source: Universal McCann
21

22. Page Rank is the New PR
22

23. Social Web Arrives
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
23

24. Web Gets Easy
24

25. Convenience Communications
• Content’s claim to the crown
• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use Drives Adoption
Photo by Spackletoe
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
25

26. Convenience Online
search filter review share
Source: Sit or Squat
26

27. User Experience is Conversation
Social Search
User Ratings on Comments
27

28. What You Say vs. What You Do
Source: This Piggy Blog
Whopper Big Mac Subway
28

29. Higher Power: Social Antibodies
Whopper Big Mac Subway
29

30. Citizen Journalism: Triangulating Truth
30

31. No Secrets
31

32. 90 Million Photo Journalists
Source: Twitpic
32

33. For Immediate Discovery
• Patience thresholds
• Anticipate
• Respond
Photo by Juandazeng
33

34. Web Surpasses Mainstream Media Channels
Source: Pew Internet
34

35. Analog Dollars to Digital Pennies
Source: Newspaper Association of America
35

36. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
36

37. Social Media Identity Theft
Source: namechk
37

38. Conversations are Media
Source: 2009 Edelman Trust Barometer
38

39. Times Are Changing
39

40. Crowd Sourcing Conferences
40

41. Open Government
Source: US Federal Government 41

42. Democratizing Policy
42

43. Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
43

44. Social Media Engagement Aren’t Mass Media
Photo by Periodico LaDemocaracia
44

45. Rethink the Photo Opp
Photo by Leo Reynolds
Brian Stauffer
45

46. Conversations are Intimate
Source: Universal McCann
46

47. Edgework
Source: Cobalt123
47

48. New Media Train Everyone
48

49. Everyone Needs Guidance
People
p Policy
y Process Technology
49

50. Celebrated Social Media Policy
50

51. Policy Elements Transparency of
Public
Information
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy
y Confidentiality
Crisis
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
51

52. Conversations Shape Reputation
Reput ation
t
Source: Shel Holtz
Mainstream News Media
52

53. Truth for Some People
53

54. News is Frequent Updating
54

55. Provide Social Media Training
Source: 2009 Digital Readiness Report
55

56. Your Curriculum
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
56

57. Morning Break
57

58. Guiding Principles
58

59. Play Nice
59

60. Pseudo-Anonymity
60

61. Democratize
61

62. Conversations have Demographics
Generation Gap
Source: Forrester Research
62

63. Filling Your Own News Hole
63

64. Transparency and Authenticity
64

65. Customer Service Rep as Spokesperson
65

66. Unintended Consequences
66

67. Retention Training Manual Leaked
67

68. Getting through the Filter
68

69. Revolution Rant
Eisner
Aristocrat Revolutionary
Lassiter
69

70. Share My Experience
Source: On the Record…Online Podcast
70

71. Channel Map
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
71

72. Websites and Online Newsrooms
72

73. Or This:
73

74. Resistance is Futile
74

75. Control vs. Credibility
75

76. End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Co Founder
Electronic Freedom Foundation
76

77. Website is the Center Point
77

78. Organizing Your Web Presence First
1. Your website i th most credible
1 Y b it is the t dibl
source of information online about
your organization
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.
78

79. Making Online News Scanable
79

80. 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
80

81. Subscription Kiosks
Subscript
ion Kiosk
with
RSS,
Email
and
Sharing
The Subscription Kiosk should be used as a
function element on every page within the
online newsroom
newsroom.
81

82. Subscription Kiosks ‐ RSS
Clickab
Cli k b
le RSS
Text
and
Icon
Step One – Visitor clicks
the RSS text or icon.
82

83. Subscription Kiosks – Custom Feeds
Help
Screen
Sub
Category
Feed
Catego
ry
Feed
Sub
Category
Feed
Generates
Custom
RSS Feed
83

84. Subscription Kiosks – One‐Click Import
Close Option
One Click Subscription
to Google Reader or
iGoogle
Subscribe via
Internet Explorer or
Firefox
View Raw RSS
Feed
Step Three– Branded icons help
visitors move their subscriptions
into their RSS reader of choice, 84
subscribe via browser or view a raw

85. Subscription Kiosks – Email Alerts
Clickabl
Cli k bl
e Alerts
Text
and
Icon
Step One – Visitor
clicks the Alerts text
or icon.
85

86. Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber
enters email
address
CAPTCHA Code
function with
audio
accessibility for
y
visually
impaired
visitors
Confirmation
message
86

87. Subscription Kiosks – Email Authentication Links
Email
E il
Sent
from
Online
Newsroo
m
Unique
Domain
URL
Step Three– Visitor clicks on an unique
hyperlink sent to the registered email
address f
dd from th newsroom’s d
the ’ domain.
i
87

88. Subscription Kiosks – Email Category and Sub Categories
88

89. Subscription Kiosks ‐ Sharing
Clickable
Cli k bl
Share Text
and Icon
Step O
S One – Vi i
Visitor
clicks the Share text
or icon.
89

90. Subscription Kiosks – Sharing via Social Networks
Clickable Share
Text and Icon
Forward via Email
Format to Print
Page Title, Website,
Category, Publisher
(Specific to General)
Permalink
Facebook CAPTCHA
90

91. Subscription Kiosks – Sharing via Email
Recipient’s Email
Optional
Comments Field
CAPTCHA
User Comment
Page Title URL
91

92. Experts Database
Expert Database Search Results Expert Detail Page
Sort By O ti
S t B Option
Paginated Results
Searches “Area of
Expertise” field
(manually entered)
Thumbnail Image
Newsroom Links
92

93. Data Visualization Resource
93

94. Data Visualization Resource
94

95. Data Visualization - Embed Codes
95

96. Data Visualization - Beach Report Card
96

97. Gov 2.0 – IT Dashboard
Source: US Federal Government
97

98. Gov 2.0 – Government as a Platform
98

99. Gov 2.0 - Impact of Public Diplomacy
Cairo Speech
Cairo Speech “Obama” Peak
Obama Peak “Freedom” Peak
Freedom Peak
99

100. Entergy Storm Center Maps Power Outages
Color
Coded by
Size
Outage
Street
Level
Detail
100

101. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer
101

102. Online Crisis Communications – Demand Spike
102

103. Domain Links Build Credibility
Source: Toyota Online Newsroom
103

104. Participatory PR
104

105. Go Where the People Are
105

106. Inviting them to your Domain to Socialize
106

107. Aligning with Back Channels
107

108. Debunking Misinformation
108

109. Lunch
109

110. Email
Source: Universal McCann
110

111. Links vs. Attachments
111

112. Resource: Sending Large Files
112

113. Email Risks
113

114. Email Risks: Blogger Fights Back
unique visitor to lifehacker.com
114

115. Email Risks: Blogger Fights Back
115

116. Reverse Engineering Media Contact Lists
116

117. Media Contact Lists by Region
117

118. Jedi List Synchronization
a. Media Lists
b. Outlook Exports
b Outlook Exports
c. Opt ins
d. Professional contacts
Professional contacts
118

119. Direct Communications: Coping with Attention Deficits
119

120. Email Newsletter Campaign Elements
1. Content Strategy
gy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6. Measurement/Reporting
6 M t/R ti
120

121. Anatomy of the Blog
Source: Dickson Fong
121

122. Anatomy of the Blog: Blogs and Blog Posts
Homepage
Blog/Homepage
Blog Post
Author/ Date
Blog Post
g
Blog Post
122

123. Anatomy of the Blog: Permalinks
Permalink
123

124. Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
124

125. Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
125

126. Anatomy of the Blog: Comments
126

127. Anatomy of the Blog: Comment Moderation
Consider
adding
information
about turn
b
around time
127

128. Anatomy of the Blog: Comment Moderation
Consider adding
moderation policy
hyperlink
128

129. Anatomy of the Blog: Moderation Challenges
129

130. Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
130

131. Anatomy of the Blog: Widgets
Widget
Widget
Widget
id
131

132. Credibility of Domain
Source: UCLA Online Newsroom
132

133. Astroturfing
133

134. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
134

135. New Media Monitoring
Leveraging RSS:
1. Web-based
1 Web based readers
2. Desktop-based readers
3. Email clients
135

136. Live Demo: Using Google Reader
136

137. New Media Notifications
137

138. Afternoon Break
138

139. Blogger Relations
139

140. Collective Intelligence?
140

141. Submit your attention
141

142. Participate
142

143. Courtship matters
143

144. You can’t buy passion
144

145. Set the record straight
145

146. Blogger Relations Etiquette
• Listen first
• Participate, don’t control
• Be of service
• Be modest
• Be authentic
• Be transparent
146

147. Case Study: Rock-Ola
147

148. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
148

149. 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
• Li ki
Linking policies are ridiculous
li i idi l
• Specify credit and usage rights
• Send suggestions by the preferred means
149

150. Online Reputation Management
150

151. Blog Crisis: Case Study
151

152. Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bl
l l f fl l bloggers
152

153. Corporate Blogs
Source: Monsanto Blog
153

154. Unfiltered Conversation
154

155. Messaging through Sneeze Posts
Source: Monsanto Blog
155

156. Intro to Micro Blogging
Source: Current TV
S C t
156

157. Twitter as a News Source
Source: Examiner.com 157

158. Anatomy of a Microblog
External
Communications
Media Relations
158

159. Anatomy of a Twitter Client: TweetDeck
159

160. Crowd Sourcing Customer Service on Twitter
160

161. Anatomy of a Twitter: TweetChat
161

162. Hashtags.org
162

163. Tweets via RSS
163

164. Science of Retweets
Source: Dan Zarella 164

165. Tracking Twitter Favorites
165

166. Tracking Tweets by Geography
166

167. Twitter Case Studies
167

168. Social Media for Parents
168

169. Social Media Training for Dads
169

170. 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
170