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Social Media Training


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Social Media Training

  1. 1. Eric Schwartzman PRSA Tar Heel Chapter Annual Conference High Point University Sept. 10, 2009 Your Gateway to Online Audiences Social Media Training “ Surrender to the Conversation” How a News Media Junkie Found Solace Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
  2. 2. <ul><li>What it was like </li></ul><ul><li>What happened </li></ul><ul><li>How it is now </li></ul>
  3. 3. Media Relations Addict Star Wars 30 th Anniversary Salt Lake Olympics Academy Awards Britney Spears Pussycat Dolls
  4. 4. Control Freak Data Points Overarching Message Supporting Messages
  5. 5. Media Training Official Spokespersons
  6. 6. Stakeholder Groups Public Affairs Customer Relations Investor Relations Labor Relations Community Relations Industry Relations Media Relations Analyst Relations Public Relations
  7. 7. Media Relations News Media Addict Television Magazines Radio Newspapers
  8. 8. Junket Junkie
  9. 9. Anti-Social Communications
  10. 10. News Cycles Photo by Olivander
  11. 11. News Break Strategy National News Regional News Local News Trade Press Target Audience Influencers
  12. 12. Score Ink
  13. 13. Addicted to the Illusion of Control
  14. 14. White Light Experience
  15. 15. Evolution of Media Newspapers News Radio TV News World Wide Web 1992
  16. 16. Web Gave Life to New Media Email SEO Websites
  17. 17. New Media as Mass Media Photo by Adulau
  18. 18. Control through Stridence
  19. 19. Fax and Email
  20. 20. They Were Googling Me Source: PR Week
  21. 21. New Media Drives Purchasing Decisions Source: Universal McCann 1 2 3
  22. 22. Clicks Instead of Clips Source: Wikipedia
  23. 23. From Push to Pull
  24. 24. Stakeholder Relations through Search
  25. 25. New Media Got Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
  26. 26. Web Got Easy
  27. 27. Photo by Spackletoe Convenience Marketing <ul><li>Ease of use </li></ul><ul><li>Content’s claim to the crown </li></ul><ul><li>User experience and reputation </li></ul><ul><li>Flash, PDFs, UI, Navigation </li></ul><ul><li>Ease of Use and Adoption </li></ul>Evolution of Customer Experience
  28. 28. Getting through the Filter with Convenience Apps Source: Sit or Squat search review filter share
  29. 29. User Experience is Conversation User Ratings on Comments Social Search
  30. 30. Brand Ownership Changed Hands Whopper Big Mac Subway Source: This Piggy Blog
  31. 31. Self Policing through Social Antibodies Whopper Big Mac Subway
  32. 32. Citizen Journalism
  33. 33. No Secrets
  34. 34. Consumer Generated Photo Journalists Source: Twitpic
  35. 35. Web Surpasses Mainstream Media Channels Source: Pew Internet
  36. 36. Analog Dollars to Digital Pennies Source: Newspaper Association of America
  37. 37. Press Pool Evaporates Source: Papercuts
  38. 38. For Immediate Discovery <ul><li>Old methods stopped working </li></ul><ul><li>Fewer news media opps to place </li></ul><ul><li>Social media was immediate </li></ul><ul><li>Shorter patience thresholds </li></ul><ul><li>New level of expectations </li></ul><ul><li>Reputations defined by conversations </li></ul>Photo by Juandazeng
  39. 39. Social Cyber Squatting Source: namechk
  40. 40. Conversations Became Media Source: 2009 Edelman Trust Barometer
  41. 41. Trustworthies Source: 2009 Edelman Trust Barometer
  42. 42. Intimate Media Source: Universal McCann
  43. 43. Now I Practice Edgework Source: Cobalt123
  44. 44. Socialization
  45. 45. Participatory PR
  46. 46. Source: Toyota Online Newsroom
  47. 47.
  48. 48.
  49. 49.
  50. 50.
  51. 51.
  52. 52. Data Visualization in Online Newsrooms
  53. 53. Conversation Worthy, without Comments
  54. 54. Widgets in Online Newsrooms
  55. 55. Socializing Data from Online Newsrooms
  56. 56. Publish Instead of Pitch
  57. 57. Rethink the Photo Opp Photo by Leo Reynolds
  58. 58. National News Influencers Regional News Local News Trade Press Target Audience Fool’s Game Bloggers Podcasters
  59. 59. Photo by Periodico LaDemocaracia Just Say No to Shotgun Distribution Tactics
  60. 60. Price of Free <ul><li>Conversion leaks </li></ul><ul><li>Investing time in technology </li></ul><ul><li>Unsupported technology </li></ul><ul><li>Interoperability </li></ul><ul><li>Workflow management </li></ul><ul><li>Storage </li></ul>
  61. 61. New Media Train Everyone
  62. 62. Natives vs. Immigrants Generation Gap Source: Forrester Research
  63. 63. Social Media Discoverability and Amplification Email SEO Websites New Media Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging
  64. 64. Conversations Happen in Real Time
  65. 65. Conversations Shape Opinions Reputation Mainstream News Media Source: Shel Holtz
  66. 66. Carry the Message Source: On the Record…Online Podcast
  67. 67. Carry the Message Source: 2009 Digital Readiness Report
  68. 68. Share my Knowledge <ul><li>New Media Strategy: </li></ul><ul><li>New Media Training: </li></ul><ul><li>New Media Communications: </li></ul>
  69. 69. Share my Experience <ul><li>Online Communications Training </li></ul><ul><li>Online Communications Strategy </li></ul><ul><li>Online Communications Campaigns </li></ul>Source: Social Media Training Calendar
  70. 70. Social Media Training (310) 463-4026 Phone ericbennettschwartzman[at]gmail[dot]com Email Website Podcast Facebook 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.