Social Media Training at AED: Day 1

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Social Media Training at AED by Eric Schwartzman. This is Day 1 of a 2-Day Seminar delivered on Nov. 9, 2010 in Wqshington, D.C. Feel free to use this deck but please credit www.ericschwartzman.com

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Social Media Training at AED: Day 1

  1. 1. Social Media Boot Camp at AED @EricSchwartzman Day One – Nov. 9, 2010
  2. 2. 2 Housekeeping • Expectations • Immersive workshop • New vocabulary • Focus on strategy • Cover mechanics • Slide numbers • Digital handouts • Hashtag #smbc • Live stream: www.ontherecordpodcast.com
  3. 3. 3 Is Social Media a Fad?
  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 Web Surpasses Mainstream Media Channels Source: Pew Internet
  17. 17. 17 Analog Dollars to Digital Pennies Source: Newspaper Association of America
  18. 18. 18 Law of Diminishing Returns Source: Paper Cuts
  19. 19. 19 Ad Spending Trends
  20. 20. 20 White Light Experience
  21. 21. 21 Pressroom Print Photo Electronic Pressroom Analogy
  22. 22. 22 Internet Print Photo Electronic Internet Analogy
  23. 23. 23 Traditional vs. Online is like Cash vs. Card
  24. 24. 24 Web Gave Life to New Media Email SEO Websites
  25. 25. 25 Outbound Communications
  26. 26. 26 New Media as Mass Media Photo by Adulau
  27. 27. 27 But Social Media is Mass Intimacy
  28. 28. 28 Web Gets Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
  29. 29. 29 Web Gets Easy
  30. 30. 30 Photo by Spackletoe Web is Direct • 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
  31. 31. 31 How Will You Get Through the Filter? Source: Sit or Squat search reviewfilter share
  32. 32. 32 What You Say vs. What You Do Whopper Big Mac SubwaySource: This Piggy Blog
  33. 33. 33 Business Case: Encourage P2P Communications Whopper Big Mac Subway
  34. 34. 34 Customer Service Rep as Spokesperson
  35. 35. 35 Unintended Consequences
  36. 36. 36 Retention Training Manual Leaked
  37. 37. 37 Peers are Trusted
  38. 38. 38 How Can You Crowd Source Your Efforts?
  39. 39. 39 Can You Crowd Source During a Crisis?
  40. 40. 40 Privacy Concerns Declining
  41. 41. 41 Reporters are Everywhere Now
  42. 42. 42 How Will You Read the Tea Leaves?
  43. 43. 43 There’s a Revolution Underway RevolutionaryAristocratEisner Lassiter
  44. 44. 44 Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging Social Media Discoverability and Amplification Email SEO Websites New Media
  45. 45. 45 Matching Social Media to Corporate Culture • 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
  46. 46. 46 The Business Case: Google “Sucks” Test
  47. 47. 47 The Business Case: Real Time Results
  48. 48. 48 The Business Case: Build a Coalition
  49. 49. 49 Business Case: Position Social Media as Extension Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter.
  50. 50. 50Source: Altimeter Group Social Media Marketing Adoption in Business
  51. 51. 51 Social Media Marketing Adoption in Business Source: Altimeter Group
  52. 52. 52 Social Media Marketing Adoption in Business Source: Altimeter Group
  53. 53. 53 Social Media Marketing Adoption in Business Source: Altimeter Group • Monitoring conversations • Defending the brand • Real time campaign course correction • Social media interactions from real world events
  54. 54. 54 Social Media Marketing Adoption in Business • Monitoring conversations • Defending the brand • Real time campaign course correction • Social media interactions from real world events
  55. 55. 55 Transparency Fosters Empathy Source: US Federal Government
  56. 56. 56 Data Visualization Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient
  57. 57. 57 Social Network for Election Monitoring
  58. 58. 58 Ambiguity Fosters Skepticism
  59. 59. 59 Opacity Breeds Hate
  60. 60. 60 Control vs. Credibility
  61. 61. 61 End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Electronic Freedom Foundation
  62. 62. 62 Morning Break
  63. 63. 63 It’s Time to Play… Who Wants to be a Social Media Research Rock Star?
  64. 64. 64 Digital Penetration vs. MSM Source: TNS Digital Life Study, Oct. 10, 2010
  65. 65. 65 Social Networking is Truly Mass Market Source: TNS Digital Life Study, Oct. 10, 2010
  66. 66. 66 How People Access the Internet Source: TNS Digital Life Study, Oct. 10, 2010
  67. 67. 67 What Activities People Do Most Online with Who Source: TNS Digital Life Study, Oct. 10, 2010
  68. 68. 68 Time Spent Online Source: TNS Digital Life Study, Oct. 10, 2010
  69. 69. 69 Nigeria vs. Saudi Arabia Source: TNS Digital Life Study, Oct. 10, 2010
  70. 70. 70 Uganda vs. UAE Source: TNS Digital Life Study, Oct. 10, 2010
  71. 71. 71 Estonia vs. USA Source: TNS Digital Life Study, Oct. 10, 2010
  72. 72. 72 Digital Lifestyles Source: TNS Digital Life Study, Oct. 10, 2010
  73. 73. 73 Digital Lifestyles by Geography Functionals Aspirers Networkers Knowledge Seekers Communicators Influencers
  74. 74. 74 In the Emerging World, Digital is New Source: TNS Digital Life Study, Oct. 10, 2010
  75. 75. 75 In the Emerging World, Digital is a Form of Freedom Source: TNS Digital Life Study, Oct. 10, 2010
  76. 76. 76 The Developing World is MORE Engaged Source: TNS Digital Life Study, Oct. 10, 2010
  77. 77. 77 Social Networking vs. Email Source: TNS Digital Life Study, Oct. 10, 2010
  78. 78. 78 PSNH Case Study: Process Detail
  79. 79. 79 Organizational Communications Destination WebsiteTwitter & Facebook YouTube & Flickr News Media Constituents Operational Framework for Social Media Engagement
  80. 80. 80 Social Media Content/Sharing Strategy Conference Call, Speech or Event MP3  Podcast Text Transcript  Blog Post PowerPoint  SlideShare Video  Webcast & YouTube
  81. 81. 81 Lunch Break: 1 Hour
  82. 82. 82 Media is Filtered for Us
  83. 83. 83 Social Media is Unedited Brian Solis
  84. 84. 84 We Edit Social Media Ourselves “It’s not information overload, it’s filter failure.” Clay Shirky, author, Here Comes Everybody
  85. 85. 85 Find Relevant Keywords
  86. 86. 86 Find Relevant Keywords
  87. 87. 87 Finding Relevant Keywords
  88. 88. 88 Finding Relevant Keywords
  89. 89. 89 Finding Relevant Tweets by Geolocation
  90. 90. 90 Finding Relevant Tweets by Geolocation
  91. 91. 91 Complex Queries
  92. 92. 92 • Company • Services • Professional • Best • Top • Leading • Internet • Organization • Marketing • Business • Solution • Online • City Name • Surrounding Suburbs • State (including abbreviations NYC, IL, FL, WA, etc.) • County Name B2B Modifiers • RFP • RFI • Bid • Quote • Rates • Pricing • Deals • Affordable • Offers • Packages • Quality • Cheap Private Sector Keyword Modifiers
  93. 93. 93 Validating Regional Interests with Search
  94. 94. 94 RSS Readers Leveraging RSS: 1. Browsers 2. Web-based readers 3. Desktop-based readers 4. Email clients
  95. 95. 95 Google Reader
  96. 96. 96 Demo: Social Media Monitoring Dashboard
  97. 97. 97 Demo: Search a Keyword in Google News Locate the RSS Icon at the Bottom of the Google News Search Results
  98. 98. 98 Demo: Add the RSS Feed URL to Google Reader
  99. 99. 99 Live Demo: Add RSS feed to Google Reader Clicking “Add a subscription” button opens field to insert URL of RSS Feed
  100. 100. 100 Demo: Add RSS feed to Google Reader Google News Feed Loaded in Google Reader
  101. 101. 101 Demo: Monitor Blogs with RSS Back to Google News  more  Blogs
  102. 102. 102 Demo: Convert Blog Search Results to RSS Click the RSS option to subscribe to these search results in Google Reader
  103. 103. 103 Demo: Convert Blog Search Results to RSS Copy the URL of the web page on which the RSS feed is displayed
  104. 104. 104 Demo: Enter RSS feed in Google Reader Paste the Blog Search Results URL into the “Add a subscription” pop-up field
  105. 105. 105 Demo: News and Blog RSS Feeds in Google Reader Google Blog Feed Loaded in Google Reader
  106. 106. 106 Demo: Monitoring Twitter Convert Twitter Search Results to RSS
  107. 107. 107 Demo: Subscribe to a Twitter RSS Feed Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
  108. 108. 108 Demo: Subscribe to a Wikipedia Article
  109. 109. 109 Demo: Wikipedia RSS feed in Google Reader Edits to the Wikipedia article appear in real time Edits by Anonymous Users
  110. 110. 110 Demo: Monitoring Online Forums in Google Reader Show Tools link in Menu Bar Opens RSS Option
  111. 111. 111 Demo: Monitoring Online Forums in Google Reader Forums RSS Feed Loaded in Google Reader Click “Manage subscriptions” link to put feeds into folders
  112. 112. 112 Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “Cheonan”
  113. 113. 113 Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “New folder”
  114. 114. 114 Demo: Cheonan Folder Added to Google Reader
  115. 115. 115 Case Study: Marriage of Marketing and Customer Service http://www.youtube.com/watch?v=InrOvEE2v38
  116. 116. 116 What Head’s Up is Talking About
  117. 117. 117 Radian6 Dashboard
  118. 118. 118 Case Study: Social Media Dashboard Findings Cairo Speech “Obama” Peak “Freedom” Peak
  119. 119. 119 Afternoon Break http://ontherecordpodcast.com/pr/otro/prsa-podcast-white-house-press-secreataries.aspx
  120. 120. 120 Community Mapping
  121. 121. 121 Social Bookmarking
  122. 122. 122 Titles Tags Appear in Bookmarks and Favorites
  123. 123. 123 Benefits of Sharing 1. Access saved links from anywhere 2. Share saved links privately or publicly 3. Use social intelligence to find info online
  124. 124. 124 Exercise: Social Bookmarking the Blogosphere 1. Create Delicious account 2. Log in 3. Save a Bookmark 4. Choose a Tag to Index the Blog
  125. 125. 125 Communicator’s Guide to Twitter Source: Current TV
  126. 126. 126 Twitter is Now finds what’s already happened finds what’s happening now
  127. 127. 127 Twitter is Public Record
  128. 128. 128 Twitter is News Source: Examiner.com
  129. 129. 129 Tweet is a Signal Flare
  130. 130. 130 Twitter is Immediate TwitPic of Missing Girl Trending Topic Selected ReTweet Volume Over Time Trending Topics Daily Trending Keywords
  131. 131. 131 Twitter is Empowers Individuals
  132. 132. 132 Twitter is Discoverable
  133. 133. 133 Twitter is Revolutionary ReTweeting Fake Tweets
  134. 134. 134 “ '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," Why Twitter Works Excerpted from Twitterville by Shel Israel
  135. 135. 135 Demo: Twitter & Mapping Communities
  136. 136. 136 HootSuite
  137. 137. 137 Dangers of Syndication
  138. 138. 138 Social Media Management Platforms Source: Jamie Beckland, White Horse
  139. 139. 139 Intro to Facebook
  140. 140. 140 Mapping Facebook Communities
  141. 141. 141 The Value of Social Networks 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.
  142. 142. 142 Case Study: Movements.org
  143. 143. 143 Case Study: Movements.org
  144. 144. 144 See You Tomorrow (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

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