NRECA Social Media Boot Camp

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Learn how to integrate blogs, podcasts, vidcasts, RSS, Technorati, del.icio.us, Twitter into mainstream public relations practices through a series of lectures, live demonstrations and exercises, case study presentations and discussions. Also learn how to use popular Web 2.0 tools and services to get the job done. Workshop highlights include:

* Blogging – when to comment, when to listen.
* Social networking.
* Podcasts, Webcasts, Vidcasts in online pressrooms.
* The importance of authenticity when joining an online conversation.
* The basics of search engine optimization (SEO).
* The process of matching new media initiatives to objectives.
* The tangible benefits of engaging consumers via social media.

Instructor: Eric Schwartzman

Published in: Self Improvement
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NRECA Social Media Boot Camp

  1. 1. NRECA Social Media Boot Camp Kansas City @EricSchwartzman May 10, 2010
  2. 2. My Background and Experience •New Media Strategy Clients: •New Media Training Clients: •New Media Communications Clients: 2
  3. 3. Social Media Podcast www.ontherecordpodcast.com 3
  4. 4. Housekeeping • Introductory immersion • New vocabulary • Agenda • Slide numbers • Digital handouts 4
  5. 5. Times Are Changing 5
  6. 6. News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 6
  7. 7. Official Company Message Overarching Message Supporting Messages Data Points 7
  8. 8. Media Training Official Company Spokespersons 8
  9. 9. Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Official Labor Relations Communications Industry Community Relations Relations Analyst Relations 9
  10. 10. Mass Media Addict Newspapers Television Media Relations Magazines Radio 10
  11. 11. Press Jet Junkie 11
  12. 12. Controlled Communications 12
  13. 13. Conforming to News Cycles Photo by Olivander 13
  14. 14. Scoring Ink 14
  15. 15. Illusion of Control 15
  16. 16. Evolution of Media 16
  17. 17. Web Gave Life to New Media Websites Email SEO 17
  18. 18. Web Surpasses Mainstream Media Channels Source: Pew Internet 18
  19. 19. White Light Experience 19
  20. 20. Control through Stridence 20
  21. 21. Official Outbound Communications 21
  22. 22. Web Gets Social Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 22
  23. 23. Balance of Power Shifted 23
  24. 24. New Trustworthies Source: 2009 Edelman Trust Barometer 24
  25. 25. Web Got Easy 25
  26. 26. Web Got Convenient • Content’s claim to the crown • User experience shapes reputation • Should be self-service • 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 26
  27. 27. How Will You Get Through the Filter? search filter review share Source: Sit or Squat 27
  28. 28. Good Ideas Aren’t Enough Social Search User Ratings on Comments 28
  29. 29. Online Conversations 29
  30. 30. Conversations Shape Reputation Rep u t at ion Mainstream News Media Source: Shel Holtz 30
  31. 31. MSM Becomes the Second Draft 31
  32. 32. Press Releases vs. Blogs 32
  33. 33. Unofficial Spokesperson Challenges War Policy 33
  34. 34. Customer as Unofficial Spokesperson 34
  35. 35. Customer Service Rep as Unofficial Spokesperson 35
  36. 36. Unintended Consequences 36
  37. 37. Retention Training Manual Leaked 37
  38. 38. What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 38
  39. 39. Business Case for Engagement Whopper Big Mac Subway 39
  40. 40. Citizen Journalism: Triangulating Truth 40
  41. 41. 90 Million Unofficial Spokespersons Source: Twitpic 41
  42. 42. For Immediate Discovery  Transparency expectations  Patience thresholds  Listen  Anticipate  Respond Photo by Juandazeng 42
  43. 43. MSM Becoming Economically Unsustainable Source: New York Times with ABC Data 43
  44. 44. Anticipating Unofficial Spokespersons Photo by Leo Reynolds Brian Stauffer 44
  45. 45. Media is More than Static Content Color Coded by Size Outage Street Level Detail 45
  46. 46. Conversations are Media Too Source: 2009 Edelman Trust Barometer 46
  47. 47. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 47
  48. 48. Morning Break 48
  49. 49. Search Engine Optimization 49
  50. 50. Size of Search  3 billion – Daily Google searches processed  230 million – American with Net access  93% -- Americans with high-speed access  228 million – Americans with mobile phones  1.6 billion – Worldwide online population Source: Googled by Ken Auletta 50
  51. 51. Secret Formula 51
  52. 52. Objective of SEO By SEO-PR 52
  53. 53. Optimization vs. Marketing SEM SEO 53
  54. 54. First Rule of Search Engine Optimization 54
  55. 55. Get Other Sites to Links to You 55
  56. 56. Case Study: Organic Blog Optimization 56
  57. 57. Case Study: Inbound Links 57
  58. 58. Case Study: Tracking Inbounds 58
  59. 59. Case Study: Search Results 59
  60. 60. Case: Fewer Inbounds, Higher Rank? 60
  61. 61. Case Study: Evaluating Inbounds 61
  62. 62. Four Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 62
  63. 63. Step 1: Inbound Links Source: Yahoo! Site Explorer 63
  64. 64. Step 2: Site Rank Source: Alexa 64
  65. 65. Step 3: Conversation Starters Source: Blogpulse Conversation Tracker 65
  66. 66. Step 4: Traffic 66
  67. 67. Writing for Search 67
  68. 68. Writing for Search Wit, irony, humor and style Clever titles and headlines Search engine technologists vs. marketing experts AP – Headlines 40 characters or less For People For Search Section: ―Real Estate‖ Section: ―Homes‖ Section: ―Scene‖ Section: ―Lifestyle‖ Section: ―Taste‖ Section: ―Food‖ Headline: ―Unsafe sex: Has Jacob Zuma’s rape trial Headline: ―Zuma testimony sparks HIV fear‖ hit South Africa’s war on AIDS?‖ Headline: ―Tulsa star: The life and career of much- Headline: ―Obituary: Gene Pitney loved 1960’s singer‖ Headline: ―It’s Chemistry Over Pedigree as Gators Headline: ―Gators Cap Run with First Title‖ Roll to First Title‖ 68
  69. 69. Keyword Discovery with Google Search Tools 69
  70. 70. Keyword Discovery with Google Wonder Wheel 70
  71. 71. Search Volume with Google Trends 71
  72. 72. Quantity vs. Quality: Conversion Probability 72
  73. 73. Embracing Popular Language 73
  74. 74. Intro to Meta Data 74
  75. 75. Intro to Meta Data 75
  76. 76. Intro to Meta Data 76
  77. 77. Finding Meta Data: View > Source 77
  78. 78. Meta Data: Title Tags 1. Title Tag in Web Page HTML (View > Source in a Browser) 2. Title Tag in Browser Title Bar 3. Title Tag in Search Results 78
  79. 79. Meta Data: Title Tags 1. Title Tag in Web Page HTML (View > Source in a Browser) 2. Title Tag in Browser Title Bar 3. Title Tag in Search Results 79
  80. 80. Meta Data: No Title Tags 80
  81. 81. Meta Data: Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 81
  82. 82. Are Meta Descriptions Important? Source: Eyetrack 3 82
  83. 83. Spying through Meta Keywords 83
  84. 84. Finding Hashtags with Keywords Keyword surfaces Hashtag 84
  85. 85. Findings Communities with Keywords 85
  86. 86. Finding Influencers with Keywords Use “quotes” for an exact phrase match Sort by view count to identify most popular content Mapping YouTube’s“Early Childhood Education” community 86
  87. 87. Finding Professionals with Keywords 87
  88. 88. Joining Existing Communities 88
  89. 89. Networking with Colleauges 89
  90. 90. SEO Case Study 90
  91. 91. Lunch 91
  92. 92. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post Blog Post 92
  93. 93. Anatomy of the Blog: Permalinks Permalink 93
  94. 94. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 94
  95. 95. Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink 95
  96. 96. Anatomy of the Blog: Comments 96
  97. 97. Anatomy of the Blog: Comment Moderation Consider adding information about turn around time 97
  98. 98. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 98
  99. 99. Anatomy of the Blog: Blog Rolls Blog Roll Community Mapping Opportunity Blog Roll 99
  100. 100. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 100
  101. 101. New Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 101
  102. 102. Live Demo: Using Google Reader 102
  103. 103. 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 103
  104. 104. Chose Your Congregation Wisely by Beth Rankin by Glen Kirk by lil’bear Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into believers through conversation. Inspired by ―Twitterville‖ – Pg. 51 104
  105. 105. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 105
  106. 106. Case Study: Top 100 Blog 106
  107. 107. Case Study: Corporate Blogs Source: Monsanto Blog 107
  108. 108. Unfiltered Conversation 108
  109. 109. Replacing Message Maps with Sneeze Posts Source: Monsanto Blog 109
  110. 110. Astroturfing 110
  111. 111. Case Study: Blog Storm 111
  112. 112. Case Study: Blog Storm 112
  113. 113. Case Study: Blog Storm Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers 113
  114. 114. New Media Notifications 114
  115. 115. What’s a Podcast? Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 115
  116. 116. Podcasts are Deep, but Slow Wave.3 Universal McCann Study 2008 [PDF] 116
  117. 117. Finding Podcasts through Show Notes 117
  118. 118. iTunes as a Podcatcher Finding podcasts in iTunes Submitting podcasts 118
  119. 119. Distributing Through iTunes 119
  120. 120. Podcast in iTunes 120
  121. 121. Podcast Production 121
  122. 122. Podcast Production 122
  123. 123. Podcast Production 123
  124. 124. Development and Production Should you podcast? Selecting the subject matter Finding your voice view Intros and outros Music options: Podsafe & APM view Search engine optimization view Show notes view A word on copyright view 124
  125. 125. ID3 Tagging 125
  126. 126. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 126
  127. 127. Afternoon Break 127
  128. 128. Intro to Micro Blogging Source: Current TV 128
  129. 129. Twitter as a News Source Source: Examiner.com 129
  130. 130. Tweet as SOS 130
  131. 131. Twitter: Value Proposition ― 's smallness allowed more posts to go up more frequently. Likewise, it was faster and easier for people to respond, and thus the conversation moved faster and very often went further on Twitter than it did on standard blogs," Excerpted from Twitterville by Shel Israel 131
  132. 132. No Other Media Does This: Trending Topic Selected Trending Topics Daily Trending Keywords ReTweet Volume Over Time TwitPic of Missing Girl 132
  133. 133. Or this: 133
  134. 134. Anatomy of Twitter Number of unused characters Tweet Field Since the last browser refresh The Tweets of everyone I’m following 134
  135. 135. Anatomy of Twitter: @replies, ReTweets & Trends Tweet directed to me, in full view of others My @reply, in full view of others Where to find your @replies Distribute this Tweet to my followers Most popular terms on Twitter right now 135
  136. 136. Anatomy of Twitter: Direct Messages or DMs To minimize spam, I can only DM someone following me Where I find my DMs Private conversation between me and Steve 136
  137. 137. Anatomy of Twitter: Favorites Where my Favorites are Tweets I’ve Favorited 137
  138. 138. Popular Twitter Apps: Bit.ly Link Shortener 138
  139. 139. Search.Twitter.com Where to find your settings Geography 139
  140. 140. Results are a Real Time Focus Group • Larger sample size • Nonstop feedback • Always up to date • No margin of error 140
  141. 141. Assessing Who to Follow User Attracts Follower by Following 141
  142. 142. Assessing Who to Follow Ratio Indicates High Degree of Influence Check for @replies 142
  143. 143. Twitter: Value Proposition finds what’s already happened finds what’s happening now 143
  144. 144. Why Twitter Matters to You 144
  145. 145. It Only Takes One… 145
  146. 146. Sacramento News Has Influential Followers 146
  147. 147. Social Networking Image by: Luc Legay 147
  148. 148. Global Social Networking by Brand Source: Vinco’s Blog 148
  149. 149. Global Social Networking Usage 149
  150. 150. Common Features of Social Networks • Activity Streams  Status Updates, Comments, Ratings and Tweets  Syndication • Profiles:  Personal vs. professional  Profiles pics • Connections:  Friends, followers, contacts  Community mapping 150
  151. 151. US Social Networking by Brand • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 151
  152. 152. How Facebook Beat MySpace: Newsfeed 152
  153. 153. How Facebook Beat MySpace: Apps 153
  154. 154. B2C Case Study: Nestle Feels the Streisand Effect 154
  155. 155. Social Networking: MySpace Back End Front End 155
  156. 156. Social Networking: Linked In 156
  157. 157. Social Networking: Linked In Groups 157
  158. 158. Social Networking: Object-Oriented 158
  159. 159. Social Networking Case Study: SAP About the SAP Community Network 159
  160. 160. Value of Social Networking to Individuals Excerpts: •Each little update — each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends’ and family members’ lives, like thousands of dots making a pointillist painting. •Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it seems like blather. Follow it for a day, though, and it begins to feel like a short story; follow it for a month, and it’s a novel. •For them, participation isn’t optional. If you don’t dive in, other people will define who you are. So you constantly stream your pictures, your thoughts, your relationship status and what you’re doing — right now! — if only to ensure the virtual version of you is accurate, or at least the one you want to present to the world. •―If anything, it’s identity-constraining now,‖ Tufekci told me. ―You can’t play with your identity if your audience is always checking up on you. 160
  161. 161. Value of Social Networks to Organizations • Promote peer to peer communications • Conduct edgework • Improve performance • Educate customers, partners and employees • Shorten time to market • Respond faster to change • Lower COGS 161
  162. 162. Social Networking: Strategic Decisions • Edgework  Tap influencers  Internal vs. External Influencers  Diversity • Public vs. Private  Is the topic of discussion a differentiator?  Could exclusivity help with your edgework?  Will the discussion be forward looking?  Will the discussion involve regulatory matters? 162
  163. 163. Social Networking: Strategic Decisions (cont’d) • Policy Guidelines  Practical and reasonable  Specificity tailored to sophistication of members • Branded vs. Unbranded  Addressable market and potential community size?  Cost, staffing, legal and process  Working through associations or industry consortiums 163
  164. 164. What Makes a Good Community Manager? • Knowledgeable • Positive • Supportive • Tolerant 164
  165. 165. Strategic Recap: PSNH Case Study 165
  166. 166. Strategic Recap: Process Overview Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Customers Service 166
  167. 167. Strategic Recap: Internal vs. External Platforms Regulations Resources Policy Best Practices Social Media New Media Linkedin Websites Twitter SEO CorporateWebsite Facebook Email YouTube Visualization Flickr Objectives Informational Transactional Social 167
  168. 168. Coordinates (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin 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/3.0 168

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