Your Gateway to Online Audiences
     Integrating Social Media
into Organizational Communications
   Master Class/Advanced...
Online Communications Consultant


  •New Media Strategy Clients:




  •New Media Training Clients:




  •New Media Comm...
Social Media Podcast




                       www.ontherecordpodcast.com   3
Social Media Boot Camp




                         4
What Makes Social Media Exciting?
Cairo Speech   “Obama” Peak   “Freedom” Peak




                                       ...
Professional Development Strategy




 Source: 2009 Digital Readiness Report


                                         6
Business Case for Engagement




    Source: 201o Edelman Trust Barometer



                                           7
Stakeholder, Not a Shareholder World




     Source: 201o Edelman Trust Barometer



                                    ...
Multiple Information Sources Enhance Credibility




     Source: 201o Edelman Trust Barometer



                        ...
Premise: Encourage Walk In Traffic




                      Website




                                     10
Increase the Number of Entry Points




                             FB Fan Page




                                     ...
Expands Your Footprint and Network




                            FB Fan Page

                                          ...
Social Media Strategy




                                      13
                        Brian Solis
Online Demographics




                      14
Conversations have Demographics




                                    Generation Gap




Source: Forrester Research




...
Online Communications: Main Course




                website       Email=+
                                 ++
         ...
Meat and Potatoes of Online Search




                           1
                               2
                     ...
The Meat: Destination Website




                                18
Direct Communications




                        19
Integrating Social Media




Source: Toyota Online Newsroom


                                 20
Integrating Social Media




                           21
Integrating Social Media




                           22
Integrating Social Media




                           23
Integrating Social Media




                           24
Integrating Social Media




                           25
Online Crisis Communications – Demand Spike




                                              26
Crisis Communications Template


         Standard                     Black Box
        Homepage                      Hom...
HealtheBay.org
Data Visualization in Online Newsrooms




                                         28
HealtheBay.org
Conversation Worthy, without Comments




                                        29
HealtheBay.org
Widgets in Online Newsrooms




                              30
HealtheBay.org
Socializing Data from Online Newsrooms




                                         31
Transparency Fosters Empathy




                               Source: US Federal Government

                           ...
Transparency Fosters Empathy




      Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientR...
Ambiguity Fosters Skepticism




                               34
Opacity Breeds Hate




                      35
IT Dashboard




               Source: US Federal Government
                                               36
Open Platforms




                 37
Dynamic Media: Data Visualization



                                    Color
                                    Coded b...
Potatoes: Email




                  Source: Universal McCann
                                             39
Email Resource: Sending Large Files




                                      40
Jedi List Synchronization




                            41
More Potatoes: Case Study: Press Release SEO




                                               42
SEOed Press Release




                      43
SEOed Press Release




                      44
SEOed Landing Page




                     45
Check Keyword Volume in Google Trends




                                        46
Citation Indexing



                                                       SEOed Site
                                   ...
Online Communications

                                                           New Media
                              ...
Socially Distributed Problem Solving




                                       49
The Challenge: Intimate Media




Source: Universal McCann

                                50
Edgework: Enterprise Wide Engagement


                             center

                              edges

         ...
Mainstreaming Public Disclosure?




People      Policy      Process    Technology




                                   ...
Policy Elements                              Transparency of
                                                  Public
    ...
Building a Stakeholder Coalition
   Dept.              Risk                   Opportunity
   HR                 Existing p...
www.SocialMediaPolicyTemplate.com




                                    55
Case Study: Social Media Policy at DoD




    Challenges:
    • Competing Agendas
    • Disengaged Command
    • Operatio...
Case Study: Social Media Policy at DoD




     Approach:
     • Stop Blocking
     • Initiate a Thawing Effect
     • Sel...
Case Study: DoD




Irony:
•   Trust and Confidence
•   No More Wars on Abstract
    Concepts
•   Every Service Member a
 ...
US Dept. of State




                    Photo by:   USAID_IMAGES




                                               59
Sunlight is the Best Disinfectant




        Source: Dennis Collette



                                    60
Social Media Communications is a Team Sport




                                    Photo by o0besesed




               ...
Team Tweeting




Team Tweeters


                                News Stands
                                  Alone




...
Team Tweeting




                63
Turn Good Customer Service a PR




                                  Photo by Stu Spivack




                           ...
Case Study: Crowd Sourcing Customer Service on Twitter




                                                         65
Customer Service as PR




                   1         2




                   3     4


                             66
Converse, Don’t Sell




                               Think Conversational




      Rather than Solicitous




        ...
New Rules of Engagement




                          68
Participate




              69
Trustworthies Convey the Good & the Bad




                                          70
No Where to Hide from Social Media

                                 Social browser widget




Website as online
 social o...
Strategic Recap: PSNH Case Study




                                   72
Strategic Recap: Internal vs. External Platforms

        Regulations             Resources                Policy   Best P...
Coordinates



                          (310) 455-4000                                            Phone

                ...
Subscription Kiosks




                                                        Subscription
                             ...
Subscription Kiosks - RSS




                                             Clickable RSS
                                 ...
Subscription Kiosks – Custom Feeds

                                     Help
                                     Screen
...
Subscription Kiosks – One-Click Import



                                               Close Option
                    ...
Subscription Kiosks – Email Alerts




                                           Clickable Alerts Text
                  ...
Subscription Kiosks – Email CAPTCHAs and Confirmations



                                             Subscriber
        ...
Subscription Kiosks – Email Authentication Links




                                                   Email Sent
       ...
Subscription Kiosks – Email Category and Sub Categories




                                                          82
Subscription Kiosks - Sharing




                                           Clickable
                                   ...
Subscription Kiosks – Sharing via Social Networks



                                        Clickable Share
             ...
Subscription Kiosks – Sharing via Email



                                          Recipient’s Email
                   ...
Experts Database

Expert Database Search Results                        Expert Detail Page


                             ...
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Integrating Social Media: NRECA

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Status updates and tweets are becoming the news sources that consumers consult first. Customer experiences, spilling over into social media, now shape your reputation. Find out how social media is changing the way organizations communicate, and what your co-op should do about it.
[cc] www.EricSchwartzman.com

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Integrating Social Media: NRECA

  1. 1. Your Gateway to Online Audiences Integrating Social Media into Organizational Communications Master Class/Advanced Level @EricSchwartzman NRECA May, 2010 Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
  2. 2. Online Communications Consultant •New Media Strategy Clients: •New Media Training Clients: •New Media Communications Clients: 2
  3. 3. Social Media Podcast www.ontherecordpodcast.com 3
  4. 4. Social Media Boot Camp 4
  5. 5. What Makes Social Media Exciting? Cairo Speech “Obama” Peak “Freedom” Peak 5
  6. 6. Professional Development Strategy Source: 2009 Digital Readiness Report 6
  7. 7. Business Case for Engagement Source: 201o Edelman Trust Barometer 7
  8. 8. Stakeholder, Not a Shareholder World Source: 201o Edelman Trust Barometer 8
  9. 9. Multiple Information Sources Enhance Credibility Source: 201o Edelman Trust Barometer 9
  10. 10. Premise: Encourage Walk In Traffic Website 10
  11. 11. Increase the Number of Entry Points FB Fan Page Podcast Twitter Website Blog YouTube 11
  12. 12. Expands Your Footprint and Network FB Fan Page Linkedin Podcast Twitter Website Blog YouTube Slideshare 12
  13. 13. Social Media Strategy 13 Brian Solis
  14. 14. Online Demographics 14
  15. 15. Conversations have Demographics Generation Gap Source: Forrester Research 15
  16. 16. Online Communications: Main Course website Email=+ ++ search 16
  17. 17. Meat and Potatoes of Online Search 1 2 3 Source: Universal McCann 17
  18. 18. The Meat: Destination Website 18
  19. 19. Direct Communications 19
  20. 20. Integrating Social Media Source: Toyota Online Newsroom 20
  21. 21. Integrating Social Media 21
  22. 22. Integrating Social Media 22
  23. 23. Integrating Social Media 23
  24. 24. Integrating Social Media 24
  25. 25. Integrating Social Media 25
  26. 26. Online Crisis Communications – Demand Spike 26
  27. 27. Crisis Communications Template Standard Black Box Homepage Homepage Black Box Background No Background Image Image Crisis Footer Standard Footer 27
  28. 28. HealtheBay.org Data Visualization in Online Newsrooms 28
  29. 29. HealtheBay.org Conversation Worthy, without Comments 29
  30. 30. HealtheBay.org Widgets in Online Newsrooms 30
  31. 31. HealtheBay.org Socializing Data from Online Newsrooms 31
  32. 32. Transparency Fosters Empathy Source: US Federal Government 32
  33. 33. Transparency Fosters Empathy Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient 33
  34. 34. Ambiguity Fosters Skepticism 34
  35. 35. Opacity Breeds Hate 35
  36. 36. IT Dashboard Source: US Federal Government 36
  37. 37. Open Platforms 37
  38. 38. Dynamic Media: Data Visualization Color Coded by Size Outage Street Level Detail 38
  39. 39. Potatoes: Email Source: Universal McCann 39
  40. 40. Email Resource: Sending Large Files 40
  41. 41. Jedi List Synchronization 41
  42. 42. More Potatoes: Case Study: Press Release SEO 42
  43. 43. SEOed Press Release 43
  44. 44. SEOed Press Release 44
  45. 45. SEOed Landing Page 45
  46. 46. Check Keyword Volume in Google Trends 46
  47. 47. Citation Indexing SEOed Site Landing SEOed Press Page Release Wiki News Hit Blog Hit Online Newsroom PR PR PR PR PR 47
  48. 48. Online Communications New Media Crowd Sourcing Monitoring Email Activity Streams Website SEO Social Networks: Blogs/Podcasts Object Oriented Social Networks: Pure Plays Social Media 48
  49. 49. Socially Distributed Problem Solving 49
  50. 50. The Challenge: Intimate Media Source: Universal McCann 50
  51. 51. Edgework: Enterprise Wide Engagement center edges world Source: Cobalt123 51
  52. 52. Mainstreaming Public Disclosure? People Policy Process Technology 52
  53. 53. Policy Elements Transparency of Public Information Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Crisis Diplomacy Considerations Conflict Disclaimers Resolution 53
  54. 54. Building a Stakeholder Coalition Dept. Risk Opportunity HR Existing policy Goodwill with work violations; policing force; recruiting IT Information Reduce network and security; data loss desktop support requests Legal Copyright, free Better corp. speech, libel and oversight; tighter audit trails controls Marketing Aggravate brand Enable market to fracture self-educate Customer Service Perceived Reduce call center productivity loss demand PR Negligible Unfiltered communications PA Negligible ID opposition points IR Selective disclosure Better shareholder communications 54
  55. 55. www.SocialMediaPolicyTemplate.com 55
  56. 56. Case Study: Social Media Policy at DoD Challenges: • Competing Agendas • Disengaged Command • Operational Security • Blocking Access U.S. Navy Adm. Mike Mullen, chairman of the Joint Chiefs of Staff 56
  57. 57. Case Study: Social Media Policy at DoD Approach: • Stop Blocking • Initiate a Thawing Effect • Self Educate DoD via Access • Follow Up with Additional Policy Development Source: DoD Social Media Policy [PDF] 57
  58. 58. Case Study: DoD Irony: • Trust and Confidence • No More Wars on Abstract Concepts • Every Service Member a Spokesperson 58
  59. 59. US Dept. of State Photo by: USAID_IMAGES 59
  60. 60. Sunlight is the Best Disinfectant Source: Dennis Collette 60
  61. 61. Social Media Communications is a Team Sport Photo by o0besesed 61
  62. 62. Team Tweeting Team Tweeters News Stands Alone Conversations are Owned 62
  63. 63. Team Tweeting 63
  64. 64. Turn Good Customer Service a PR Photo by Stu Spivack Inspired by “Twitterville” 64
  65. 65. Case Study: Crowd Sourcing Customer Service on Twitter 65
  66. 66. Customer Service as PR 1 2 3 4 66
  67. 67. Converse, Don’t Sell Think Conversational Rather than Solicitous Inspired by “Trust Agents” – Pg. 197 67
  68. 68. New Rules of Engagement 68
  69. 69. Participate 69
  70. 70. Trustworthies Convey the Good & the Bad 70
  71. 71. No Where to Hide from Social Media Social browser widget Website as online social object 71
  72. 72. Strategic Recap: PSNH Case Study 72
  73. 73. 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 73
  74. 74. 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 74
  75. 75. Subscription Kiosks Subscription Kiosk with RSS, Email and Sharing The Subscription Kiosk should be used as a function element on every page within the online newsroom. 75
  76. 76. Subscription Kiosks - RSS Clickable RSS Text and Icon Step One – Visitor clicks the RSS text or icon. 76
  77. 77. Subscription Kiosks – Custom Feeds Help Screen Sub Category Feed Category Feed Sub Category Feed Generates Custom RSS Feed 77
  78. 78. 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, 78 subscribe via browser or view a raw
  79. 79. Subscription Kiosks – Email Alerts Clickable Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. 79
  80. 80. Subscription Kiosks – Email CAPTCHAs and Confirmations Subscriber enters email address CAPTCHA Code function with audio accessibility for visually impaired visitors Confirmation message 80
  81. 81. Subscription Kiosks – Email Authentication Links Email Sent from Online Newsroom Domain Unique URL Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain. 81
  82. 82. Subscription Kiosks – Email Category and Sub Categories 82
  83. 83. Subscription Kiosks - Sharing Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon. 83
  84. 84. 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 84
  85. 85. Subscription Kiosks – Sharing via Email Recipient’s Email Optional Comments Field CAPTCHA User Comment Page Title URL 85
  86. 86. Experts Database Expert Database Search Results Expert Detail Page Sort By Option Paginated Results Searches “Area of Expertise” field (manually entered) Thumbnail Image Newsroom Links 86

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