Social Media Training




NOX - US Embassy, Athens – Department of State
          Instructor: @ericschwartzman
          ...
Housekeeping

       • Format
           Breaking Your Addiction
           SEO
           Blogs, Podcasts, RSS
       ...
My Background and Experience




 •New Media Strategy Clients:




 •New Media Training Clients:




 •New Media Communica...
News Media Addict




                                                               Pussycat Dolls
                      ...
Message Map




              Overarching
              Message



              Supporting
              Messages



    ...
Mainstream Media Training




                            6
Plenty of Options


                              Media Relations


                Customer                          Inve...
Mass Media Addict


                     Newspapers




     Television     Media Relations   Magazines




              ...
Junket Junkie




                9
Controlled Communications




                            10
Conforming to News Cycles




                            Photo by Olivander




                                         ...
Scoring Ink




              12
White Light Experience




                         13
Web Gave Life to New Media


                    Websites




                               Email




                   ...
Online Newsrooms

                        Column 1   Column 2      Column 3     Column 4
  Main Nav by Topic




         ...
Email




        Source: Universal McCann
                                   16
Page Rank is the New PR




                          17
Discoverability and Amplification

                                                 New Media
                            ...
Tech Got Easy



 • Content’s claim to the crown
 • User experience and reputation
 • Ease of Use and Adoption
 • Particip...
Downside of Easy




                   20
Social Media Conversations




                                              Rep u t at ion
                      Mainstre...
News is the Frequent Updating of Information




                                               22
Socialization




                23
Participatory Communications




                               24
Citizen Journalism




                     25
Social Antibodies




                    26
Crowd Souring Photo Journalism




Source: Twitpic


                                  27
Socially Distributed Problem Solving




                                       28
Social Media Train Everyone




                              29
Surrender to the Edges




Source: Cobalt123

                         30
Guidance                                     Transparency of
                                               Information
  ...
Search and Reputation




                           1
                               2
                                  ...
For Immediate Discovery




                          Photo by Juandazeng




                                            ...
Optimization vs. Marketing

                             SEM




                             SEO




                    ...
First Rule of Search Engine Optimization




                                           35
Search Gets Social




  Source: Wikipedia   36
Links as Third-Party Endorsements




                   • Anchor text
                   • Target URL
                   ...
Case Study: Tracking Inbounds




                                38
Case Study: Search Results




                             39
Case: Fewer Inbounds, Higher Rank?




                                     40
Case Study: Evaluating Inbounds




                                  41
Keyword Discovery: Search Volume




                                   42
Keyword Discovery: Taxonomy




   Source: Google Trends      43
Search Trends – Popular Language




    Source: America.gov
                                   44
Examining Global Challenges by Region




                                        45
Defining Global Challenges




                             46
Obama Effect




               47
Impact of Public Diplomacy
Cairo Speech   “Obama” Peak   “Freedom” Peak




                                              ...
Keyword Discovery: Related Searches




                                      49
Keyword Discovery: Wonder Wheel




                                  50
Quantity vs. Quality




                       51
Blogs, Podcasts, RSS




                       52
Anatomy of the Blog: Blogs and Blog Posts

                                    Homepage
Blog/Homepage




 Blog Post
     ...
Anatomy of the Blog: Permalinks


                                  Permalink




                                        ...
Anatomy of the Blog: Anchor Text Hyperlinks




 Hyperlink


 Hyperlink



 Hyperlink



                                 ...
Anatomy of the Blog: Feeds, Site and Social Search

                                          RSS Feed


Blog Search

 Soc...
Anatomy of the Blog: Comments




                                57
Anatomy of the Blog: Comment Moderation




                                   Consider
                                  ...
Anatomy of the Blog: Comment Moderation




                            Consider adding
                            modera...
Anatomy of the Blog: Moderation Challenges




                                             60
Anatomy of the Blog: Blog Rolls



                                  Blog Roll




                                     Bl...
Anatomy of the Blog: Widgets




                  Widget

                  Widget




                  Widget




     ...
Astroturfing




               63
Cory Doctorow’s Blogger Relations Tips


   • Have a link

   • Have a permanent link

   • Have a link for everything

  ...
Online Reputation Management




                               65
Blog Crisis: Case Study




                          66
Case Study: Blog Crisis




                       Lessons Learned
   • Acknowledge immediately on website or blog
   • Id...
Podcasting


    Types of Podcasts:

       •   Audio and Video
       •   Repurposed Electronic Media
       •   Print MS...
Global Podcast Audience




                      Wave.3 Universal McCann Study 2008 [PDF]


                             ...
Global Podcast Audience Growth




                   Wave.3 Universal McCann Study 2008 [PDF]

                          ...
Finding Podcasts through Show Notes




                                      71
iTunes Podcatcher




                    72
Distributing Through iTunes




                              73
Podcast in iTunes




                    74
State Dept. Podcasts in iTunes




                                 75
State Dept. Daily Briefing Podcast in iTunes




                                               76
Secretary Clinton’s Former Podcast in iTunes




                                               77
RSS 2.0 with Enclosures




   Podcast Feed in Firefox 3   Podcast Feed in Internet Explorer 7
                           ...
Anatomy of the Blog: RSS




                 Open Tag - < >
                         Close Tag - </ >




               ...
Exercise: New & Social Media Monitoring




  Leveraging RSS:
  1. Web-based readers
  2. Desktop-based readers
  3. Email...
PSNH Case Study: Putting it All Together




                                           81
Eric Schwartzman


                          (310) 463-4026                                            Phone

            ...
Upcoming SlideShare
Loading in …5
×

US Embassy Athens, Social Media Training

785 views

Published on

Deck presented to public affairs, cultural affairs and information affairs staff at the US Embassy in Athens, Greece on Monday, Oct. 5, 2009. [CC] www.ericschwartzman.com

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
785
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
18
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

US Embassy Athens, Social Media Training

  1. 1. Social Media Training NOX - US Embassy, Athens – Department of State Instructor: @ericschwartzman Oct. 5, 2009
  2. 2. Housekeeping • Format  Breaking Your Addiction  SEO  Blogs, Podcasts, RSS  Twitter  Open Platforms  New Media & Democracy (if time permits) • Overview • Technical Problems • Handouts (slide numbers and sources) • Twitter ID: @ericschwartzman • Hashtag: #gov20 2
  3. 3. My Background and Experience •New Media Strategy Clients: •New Media Training Clients: •New Media Communications Clients: 3
  4. 4. News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 4
  5. 5. Message Map Overarching Message Supporting Messages Data Points 5
  6. 6. Mainstream Media Training 6
  7. 7. Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 7
  8. 8. Mass Media Addict Newspapers Television Media Relations Magazines Radio 8
  9. 9. Junket Junkie 9
  10. 10. Controlled Communications 10
  11. 11. Conforming to News Cycles Photo by Olivander 11
  12. 12. Scoring Ink 12
  13. 13. White Light Experience 13
  14. 14. Web Gave Life to New Media Websites Email SEO 14
  15. 15. Online Newsrooms Column 1 Column 2 Column 3 Column 4 Main Nav by Topic Press Info Site Search Subscriptions Sub Nav for Secondary Media Emphasis Hot Topics Lead Story with Clickable Thumbnail Headline Primary Logical Thumbnails in Sub Headline Emphasis Path Index 15
  16. 16. Email Source: Universal McCann 16
  17. 17. Page Rank is the New PR 17
  18. 18. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 18
  19. 19. Tech Got Easy • Content’s claim to the crown • User experience and reputation • Ease of Use and Adoption • Participatory Platforms Photo by Spackletoe Evolution of Convenience 19
  20. 20. Downside of Easy 20
  21. 21. Social Media Conversations Rep u t at ion Mainstream News Media Source: Shel Holtz 21
  22. 22. News is the Frequent Updating of Information 22
  23. 23. Socialization 23
  24. 24. Participatory Communications 24
  25. 25. Citizen Journalism 25
  26. 26. Social Antibodies 26
  27. 27. Crowd Souring Photo Journalism Source: Twitpic 27
  28. 28. Socially Distributed Problem Solving 28
  29. 29. Social Media Train Everyone 29
  30. 30. Surrender to the Edges Source: Cobalt123 30
  31. 31. Guidance Transparency of Information Intended for Public Release Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Combat Diplomacy Considerations Conflict Disclaimers Resolution 31
  32. 32. Search and Reputation 1 2 3 Source: Universal McCann 32
  33. 33. For Immediate Discovery Photo by Juandazeng 33
  34. 34. Optimization vs. Marketing SEM SEO 34
  35. 35. First Rule of Search Engine Optimization 35
  36. 36. Search Gets Social Source: Wikipedia 36
  37. 37. Links as Third-Party Endorsements • Anchor text • Target URL 37
  38. 38. Case Study: Tracking Inbounds 38
  39. 39. Case Study: Search Results 39
  40. 40. Case: Fewer Inbounds, Higher Rank? 40
  41. 41. Case Study: Evaluating Inbounds 41
  42. 42. Keyword Discovery: Search Volume 42
  43. 43. Keyword Discovery: Taxonomy Source: Google Trends 43
  44. 44. Search Trends – Popular Language Source: America.gov 44
  45. 45. Examining Global Challenges by Region 45
  46. 46. Defining Global Challenges 46
  47. 47. Obama Effect 47
  48. 48. Impact of Public Diplomacy Cairo Speech “Obama” Peak “Freedom” Peak 48
  49. 49. Keyword Discovery: Related Searches 49
  50. 50. Keyword Discovery: Wonder Wheel 50
  51. 51. Quantity vs. Quality 51
  52. 52. Blogs, Podcasts, RSS 52
  53. 53. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post Blog Post 53
  54. 54. Anatomy of the Blog: Permalinks Permalink 54
  55. 55. Anatomy of the Blog: Anchor Text Hyperlinks Hyperlink Hyperlink Hyperlink 55
  56. 56. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 56
  57. 57. Anatomy of the Blog: Comments 57
  58. 58. Anatomy of the Blog: Comment Moderation Consider adding information about turn around time 58
  59. 59. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 59
  60. 60. Anatomy of the Blog: Moderation Challenges 60
  61. 61. Anatomy of the Blog: Blog Rolls Blog Roll Blog Roll 61
  62. 62. Anatomy of the Blog: Widgets Widget Widget Widget 62
  63. 63. Astroturfing 63
  64. 64. 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 64
  65. 65. Online Reputation Management 65
  66. 66. Blog Crisis: Case Study 66
  67. 67. Case Study: Blog Crisis Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers • One on one blogger relations impractical 67
  68. 68. Podcasting Types of Podcasts: • Audio and Video • Repurposed Electronic Media • Print MSM Extensions • Originally Produced 68
  69. 69. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 69
  70. 70. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 70
  71. 71. Finding Podcasts through Show Notes 71
  72. 72. iTunes Podcatcher 72
  73. 73. Distributing Through iTunes 73
  74. 74. Podcast in iTunes 74
  75. 75. State Dept. Podcasts in iTunes 75
  76. 76. State Dept. Daily Briefing Podcast in iTunes 76
  77. 77. Secretary Clinton’s Former Podcast in iTunes 77
  78. 78. RSS 2.0 with Enclosures Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7 78
  79. 79. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 79
  80. 80. Exercise: New & Social Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 80
  81. 81. PSNH Case Study: Putting it All Together 81
  82. 82. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman Facebook 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 82

×