Social Media Boot Camp Boston 1

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Social Media Boot Camp Boston 1

  1. 1. Social Media Boot Camp @EricSchwartzman Day One – Nov. 4, 2010
  2. 2. 2 Housekeeping • Expectations • Introductory immersion • New vocabulary • Foundation first • Exercises second • Agenda • Slide numbers • Digital handouts • Favorite useful sites
  3. 3. 3 Times Are Changing
  4. 4. 4 Mayor Jerry Brown Britney Spears News Media Addict Star Wars 30th Anniversary Pussycat Dolls Academy Awards
  5. 5. 5 Message Map Data Points Overarching Message Supporting Messages
  6. 6. 6 Mainstream Media Training
  7. 7. 7 Plenty of Options Public Affairs Customer Relations Investor Relations Labor Relations Community Relations Industry Relations Media Relations Analyst Relations Public Relations
  8. 8. 8 Media Relations Mass Media Addict Television Magazines Radio Newspapers
  9. 9. 9 Junket Junkie
  10. 10. 10 Controlled Communications
  11. 11. 11 New Purpose for the Press Release Source: Pew Internet Percentage of internet users who sited each type of site as their favorite
  12. 12. 12 Conforming to News Cycles Photo by Olivander
  13. 13. 13 News Break Strategy National News Influencers Regional News Local News Trade Press Target Audience
  14. 14. 14 Scoring Ink
  15. 15. 15 Illusion of Control
  16. 16. 16 Law of Diminishing Returns Source: Paper Cuts
  17. 17. 17 Ad Spending Trends
  18. 18. 18 White Light Experience
  19. 19. 19 Web Gave Life to New Media Email SEO Websites
  20. 20. 20 Outbound Communications
  21. 21. 21 New Media as Mass Media Photo by Adulau
  22. 22. 22 Web Gets Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
  23. 23. 23 Web Gets Easy
  24. 24. 24 Photo by Spackletoe Grassroots Communications Have to be Easy • Content’s claim to the crown • User experience shapes reputation • Should be self-service • Flash, PDFs, UI, navigation • Ease of use drives adoption Evolution of Customer Experience Usability Expert Jakob Nielsen on User Experience and Reputation
  25. 25. 25 How Will You Get Through the Filter? Source: Sit or Squat search reviewfilter share
  26. 26. 26 Customer Service Rep as Spokesperson
  27. 27. 27 Unintended Consequences
  28. 28. 28 Retention Training Manual Leaked
  29. 29. 29 Crowd Sourcing News: Triangulating Truth
  30. 30. 30 No Secrets
  31. 31. 31 What You Say vs. What You Do Whopper Big Mac SubwaySource: This Piggy Blog
  32. 32. 32 Business Case: Encourage Supporters Whopper Big Mac Subway
  33. 33. 33 Social Media Conversations
  34. 34. 34 Reputation Mainstream News Media Conversations Shape Reputation Source: Shel Holtz
  35. 35. 35 MSM Becomes the Second Draft
  36. 36. 36 How Will You Encourage Support? Photo by Leo Reynolds Brian Stauffer
  37. 37. 37 Rethink the Photo Opp Source: Twitpic
  38. 38. 38 Intimate News Breaking Source: Universal McCann
  39. 39. 39 Edgework Source: Cobalt123
  40. 40. 40 Scale through Training
  41. 41. 41 Organizations Must Provide Guidance People ProcessPolicy Technology
  42. 42. 42 Policy vs. Guidance Social Media Policy Transparency of Public Information Respectfulness Privacy Confidentiality Diplomacy Disclaimers Conflict Resolution Crisis Considerations Legal Matters IT Policy Penalties
  43. 43. 43 Photo by o0besesed Social Media Communications is a Team Sport
  44. 44. 44 National News Influencers Regional News Local News Trade Press Target Audience Exclusives & Embargos are Counterproductive Bloggers Podcasters
  45. 45. 45 Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging Social Media Discoverability and Amplification Email SEO Websites New Media
  46. 46. 46 Welcome to the Revolution RevolutionaryAristocratEisner Lassiter
  47. 47. 47 Selling Social Media to Management
  48. 48. 48 Position Social Media as Extending Existing Efforts Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter.
  49. 49. 49 Selling Social Media to Management • Get at ROI of social media • Implement social media policy & training • Satisfy audit trails • Channel social media through PR Strict Management Oversight Regulatory Oversight Embraces Change Exploratory and Curious
  50. 50. 50 Morning Break
  51. 51. 51 Media is Filtered for Us
  52. 52. 52 Build the Business Case By Filtering Social Media
  53. 53. 53 Start by Listening Brian Solis
  54. 54. 54 Open Tag - < > Close Tag - </ > Building a Media Monitoring Dashboard with RSS
  55. 55. 55 RSS Readers Leveraging RSS: 1. Browsers 2. Web-based readers 3. Desktop-based readers 4. Email clients
  56. 56. 56 Google Reader
  57. 57. 57 Demo: Social Media Monitoring Dashboard
  58. 58. 58 Find the Right Keywords
  59. 59. 59 Demo: Search a Keyword in Google News Locate the RSS Icon at the Bottom of the Google News Search Results
  60. 60. 60 Demo: Add the RSS Feed URL to Google Reader
  61. 61. 61 Live Demo: Add RSS feed to Google Reader Clicking “Add a subscription” button opens field to insert URL of RSS Feed
  62. 62. 62 Demo: Add RSS feed to Google Reader Google News Feed Loaded in Google Reader
  63. 63. 63 Demo: Monitor Blogs with RSS Back to Google News  more  Blogs
  64. 64. 64 Demo: Convert Blog Search Results to RSS Click the RSS option to subscribe to these search results in Google Reader
  65. 65. 65 Demo: Convert Blog Search Results to RSS Copy the URL of the web page on which the RSS feed is displayed
  66. 66. 66 Demo: Enter RSS feed in Google Reader Paste the Blog Search Results URL into the “Add a subscription” pop-up field
  67. 67. 67 Demo: News and Blog RSS Feeds in Google Reader Google Blog Feed Loaded in Google Reader
  68. 68. 68 Demo: Monitoring Twitter Convert Twitter Search Results to RSS
  69. 69. 69 Demo: Subscribe to a Twitter RSS Feed Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
  70. 70. 70 Demo: Subscribe to a Wikipedia Article
  71. 71. 71 Demo: Wikipedia RSS feed in Google Reader Edits to the Wikipedia article appear in real time Edits by Anonymous Users
  72. 72. 72 Demo: Monitoring Online Forums in Google Reader Show Tools link in Menu Bar Opens RSS Option
  73. 73. 73 Demo: Monitoring Online Forums in Google Reader Forums RSS Feed Loaded in Google Reader Click “Manage subscriptions” link to put feeds into folders
  74. 74. 74 Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “Cheonan”
  75. 75. 75 Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “New folder”
  76. 76. 76 Demo: Cheonan Folder Added to Google Reader
  77. 77. 77 Demo: Sharing from Reader to Facebook & Twitter
  78. 78. 78 Demo: Sharing from Reader to Facebook & Twitter
  79. 79. 79 New Media Notifications
  80. 80. 80 More Filtering Options: User Ratings Inspired by “Trust Agents” – Pg. 197
  81. 81. 81 More Filtering Options: Comments Cause as online social object Donor commenting Inspired by “Twitterville”
  82. 82. 82 More Filtering Options: Goolge SideWiki Social browser widget Website as online social object
  83. 83. 83 Lunch
  84. 84. 84 Anatomy of the Blog: Blogs and Blog Posts Blog/Homepage Blog Post Blog Post Blog Post Homepage Author/ Date
  85. 85. 85 Anatomy of the Blog: Permalinks Permalink
  86. 86. 86 Anatomy of the Blog: Feeds, Site and Social Search Blog Search Social Search Top Rated RSS Feed
  87. 87. 87 Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink
  88. 88. 88 Anatomy of the Blog: Comments
  89. 89. 89 Anatomy of the Blog: Comment Moderation Consider adding information about turn around time
  90. 90. 90 Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink
  91. 91. 91 Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll Community Mapping Opportunity
  92. 92. 92 Anatomy of the Blog: Widgets Widget Widget Widget
  93. 93. 93 Astroturfing
  94. 94. 94 Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs
  95. 95. 95 Top 100 Blogs on Technorati
  96. 96. 96 Case Study: Rock-Ola
  97. 97. 97 Corporate Blogs Source: Monsanto Blog
  98. 98. 98 Unfiltered Conversation
  99. 99. 99 Messaging through Sneeze Posts Source: Monsanto Blog
  100. 100. 100 Case Study: Blog Storm
  101. 101. 101 Case Study: Blog Storm
  102. 102. 102 Case Study: Blog Storm Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers
  103. 103. 103 Origins of Blogging at DoD
  104. 104. 104 New Rules of Engagement
  105. 105. 105 Play Nice
  106. 106. 106 Participate
  107. 107. 107 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
  108. 108. 108 Use Google Reader to Answer the Phone From “Trust Agents” – Pg. 197 Photo by spaceamoeba
  109. 109. 109 Photo by Stu Spivack Customer Service as PR Inspired by “Twitterville”
  110. 110. 110 Deciding Who to Engage Inspired by “Twitterville” – Pg. 51 Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into believers through conversation. by Beth Rankin by Glen Kirk by lil’bear
  111. 111. 111 Art of the Mea Culpa
  112. 112. 112 Resources for Proving a Social Media Strategy
  113. 113. 113 Pew Internet
  114. 114. 114 Pew Internet
  115. 115. 115 Social Media Demographics
  116. 116. 116 Social Media Demographics Database Generation Gap Source: Forrester Research
  117. 117. 117 Afternoon Break
  118. 118. 118 Communicator’s Guide to Twitter Source: Current TV
  119. 119. 119 Humanize at Your Own Risk Scale by Adding team Members
  120. 120. 120 Twitter as a News Source Source: Examiner.com
  121. 121. 121 Tweet as SOS
  122. 122. 122 No Other Media Does This: TwitPic of Missing Girl Trending Topic Selected ReTweet Volume Over Time Trending Topics Daily Trending Keywords
  123. 123. 123 Or this:
  124. 124. 124 Twitter is Discoverable
  125. 125. 125 Twitter: Value Proposition finds what’s already happened finds what’s happening now
  126. 126. 126 Twitter: Value Proposition Immediate many-to-many communications Information as social object
  127. 127. 127 “ '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," Twitter: Value Proposition Excerpted from Twitterville by Shel Israel
  128. 128. 128 Twitter is Public Record
  129. 129. 129 Anatomy of Twitter Since the last browser refresh Number of unused characters The Tweets of everyone I’m following Tweet Field
  130. 130. 130 Anatomy of Twitter: @replies, ReTweets & Trends My @reply, in full view of others Where to find your @replies Tweet directed to me, in full view of others Most popular terms on Twitter right now Distribute this Tweet to my followers
  131. 131. 131 Science of Retweets Source: Dan Zarella
  132. 132. 132 Twitter Hashtags
  133. 133. 133 Twitter Hashtags
  134. 134. 134 Twitter Hashtags
  135. 135. 135 Exercise: Add a Hashtag RSS Feeder to Reader Keyword surfaces Hashtag
  136. 136. 136 Anatomy of Twitter: Direct Messages or DMs Where I find my DMs Private conversation between me and Steve To minimize spam, I can only DM someone following me
  137. 137. 137 Anatomy of Twitter: Favorites Tweets I’ve Favorited Where my Favorites are
  138. 138. 138 Anatomy of Twitter: Following Lists Options Tweeters I’m Following Expanded View Option
  139. 139. 139 Anatomy of Twitter: Followers Followers I’m Following Tweeters Following me List View Option Click “followers” to view everyone you’re following
  140. 140. 140 Demo: Change Your Twitter Background Where to change the look of your Twitter webpage Choose a standard design Upload a custom background Where to find your settings
  141. 141. 141 Anatomy of Twitter: Apps Twitter Apps Installed Where to find your installed apps
  142. 142. 142 @Pistachio’s 140 Twitter App Store
  143. 143. 143 Popular Twitter Apps: Bit.ly Link Shortener
  144. 144. 144 Measuring Inbounds Visits from Twitter
  145. 145. 145 “Back Ending” Tweets
  146. 146. 146 Official Twitter Account
  147. 147. 147 Fake Twitter Account
  148. 148. 148 Search.Twitter.com Geography Where to find your settings
  149. 149. 149 Complex Queries on Twitter Search
  150. 150. 150 Results are a Real Time Focus Group • Larger sample size • Nonstop feedback • Always up to date • No margin of error
  151. 151. 151 Brand vs. Personal Accounts Conversations are Owned Team Tweeters News Stands Alone
  152. 152. 152 Follow the Bread Crumbs ReTweeting Fake Tweets
  153. 153. 153 Good Friends Don’t Just Talk – They Listen Too
  154. 154. 154 How NOT to Attract Followers Show Yourself Don’t Follow People Before You Have Tweets
  155. 155. 155 Assessing Who to Follow Any Favorites? Is the Photo Real? What’s the following to followers ratio?
  156. 156. 156 Assessing Who to Follow What’s the following to followers ratio? Check the Twitter User’s Favorites
  157. 157. 157 Assessing Who to Follow User Attracts Follower by Following
  158. 158. 158 Assessing Who to Follow Check for @replies Ratio Indicates High Degree of Influence
  159. 159. 159 Market Inbound Customers 1 2 3 4
  160. 160. 160 Engaging through Twitter Inspired by “Trust Agents” – Pg. 197 Think Conversational Rather than Solicitous
  161. 161. 161 Extend Your by Getting Personal
  162. 162. 162 Twitter ID & Password Twitpic Link Twitpic Link & Caption Emailed Image & Subject Headline Posted on Twitpic PSNH Twitter Strategy
  163. 163. 163 Twitter Client: TweetDeck
  164. 164. 164 HootSuite
  165. 165. 165 Tweets via RSS
  166. 166. 166 Dangers of Syndication
  167. 167. 167 Social Media Management Platforms Source: Jamie Beckland, White Horse
  168. 168. 168 Case Study Discussion: What Do You Think
  169. 169. 169 Thank You (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 youtube.com/spinfluencer YouTube slideshare.net/ericschwartzman slideshare 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
  170. 170. 170 Email Source: Universal McCann
  171. 171. 171 Time Spent on Email Declines Source: Nielsen
  172. 172. 172 Email Usage on Smart Phone Rises Source: Exact Target
  173. 173. 173 Matching the Media to the Message
  174. 174. 174 Direct Communications: Coping with Attention Deficits
  175. 175. 175 Links vs. Attachments
  176. 176. 176 Email Resource: Sending Large Files
  177. 177. 177 Email Risks
  178. 178. 178 Email Risks: Blogger Fights Back unique visitor to lifehacker.com
  179. 179. 179 Reverse Engineering Media Contact Lists
  180. 180. 180 Jedi List Synchronization
  181. 181. 181 The Heart of Online Communications
  182. 182. 182 Transparency Fosters Empathy Source: US Federal Government
  183. 183. 183 Data Visualization Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient
  184. 184. 184 Ambiguity Fosters Skepticism
  185. 185. 185 Opacity Breeds Hate
  186. 186. 186 Control vs. Credibility
  187. 187. 187 End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Electronic Freedom Foundation
  188. 188. 188 Online Newsroom as Home Base
  189. 189. 189 Encourage Walk In Traffic Website
  190. 190. 190 Engagement Increases the Number of Entry Points Website Blog FB Fan Page Twitter Podcast YouTube
  191. 191. 191 Social Media Expands Your Footprint & Network Website Blog FB Page Twitter Podcast YouTube MySpace Flickr
  192. 192. 192 Why Your Website’s So Important
  193. 193. 193 Making Online News Scanable
  194. 194. 194 MainNavbyTopicSubNavfor Media Column 1 Column 2 Column 3 Column 4 Lead Story with Clickable Thumbnail Logical Path Headline Thumbnails in Index Site Search Press Info Subscriptions Sub HeadlinePrimary Emphasis HotTopics Secondary Emphasis Online Newsroom Design
  195. 195. 195 Subscription Kiosk with RSS, Email and Sharing The Subscription Kiosk should be used as a function element on every page within the online newsroom. Subscription Kiosks
  196. 196. 196 Clickable RSS Text and Icon Step One – Visitor clicks the RSS text or icon. Subscription Kiosks - RSS
  197. 197. 197 Category Feed Sub Category Feed Sub Category Feed Generates Custom RSS Feed Help Screen Subscription Kiosks – Custom Feeds
  198. 198. 198 Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw One Click Subscription to Google Reader or iGoogle Subscribe via Internet Explorer or Firefox View Raw RSS Feed Close Option Subscription Kiosks – One-Click Import
  199. 199. 199 Clickable Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. Subscription Kiosks – Email Alerts
  200. 200. 200 CAPTCHA Code function with audio accessibility for visually impaired visitors Subscriber enters email address Confirmation message Subscription Kiosks – Email CAPTCHAs and Confirmations
  201. 201. 201 Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain. Unique URL Email Sent from Online Newsroom Domain Subscription Kiosks – Email Authentication Links
  202. 202. 202 Subscription Kiosks – Email Category and Sub Categories
  203. 203. 203 Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon. Subscription Kiosks - Sharing
  204. 204. 204 Clickable Share Text and Icon Forward via Email Format to Print Page Title, Website, Category, Publisher (Specific to General) Facebook CAPTCHA Permalink Subscription Kiosks – Sharing via Social Networks
  205. 205. 205 Optional Comments Field CAPTCHA Recipient’s Email Subscription Kiosks – Sharing via Email User Comment Page Title URL
  206. 206. 206 Searches “Area of Expertise” field (manually entered) Expert Database Search Results Paginated Results Newsroom Links Expert Detail Page Sort By Option Thumbnail Image Experts Database
  207. 207. 207 Unfiltered News Source
  208. 208. 208 Black Box Standard Homepage Background Image No Background Image Crisis Footer Standard Footer Black Box Homepage Crisis Communications Template
  209. 209. 209 Online Crisis Communications – Demand Spike
  210. 210. 210 Social Distributed Problem Solving

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