Social Media Boot Camp SF April 28, 2010

923 views

Published on

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

  • Be the first to like this

No Downloads
Views
Total views
923
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
21
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media Boot Camp SF April 28, 2010

  1. 1. Social Media Boot Camp San Francisco @EricSchwartzman April 28, 2010
  2. 2. Housekeeping • Introductory immersion • New vocabulary • Agenda • Slide numbers • Digital handouts 2
  3. 3. Times Are Changing 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. News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 12
  13. 13. Scoring Ink 13
  14. 14. Illusion of Control 14
  15. 15. Web Surpasses Mainstream Media Channels Source: Pew Internet 15
  16. 16. Analog Dollars to Digital Pennies Source: Newspaper Association of America 16
  17. 17. White Light Experience 17
  18. 18. Evolution of Media 18
  19. 19. Web Gave Life to New Media Websites Email SEO 19
  20. 20. Outbound Communications 20
  21. 21. Consequences on Shotgun Communications 21
  22. 22. New Media as Mass Media Photo by Adulau 22
  23. 23. Control through Stridence 23
  24. 24. Web Gets Social Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 24
  25. 25. Web Gets Easy 25
  26. 26. Web Gets Convenient • Content’s claim to the crown • User experience shapes reputation • Should be self-service • Flash, PDFs, UI, navigation Photo by Spackletoe • Ease of use drives adoption Evolution of Customer Experience Usability Expert Jakob Nielsen on User Experience and Reputation 26
  27. 27. People Start Having Conversations 27
  28. 28. Conversations Shape Reputation Rep u t at ion Source: Shel Holtz Mainstream News Media 28
  29. 29. MSM Becomes the Second Draft 29
  30. 30. New Watch Words: Transparency & Authenticity 30
  31. 31. Customer Service Rep as Spokesperson 31
  32. 32. Unintended Consequences 32
  33. 33. Retention Training Manual Leaked 33
  34. 34. Getting through the Filter 34
  35. 35. What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 35
  36. 36. Higher Power: Social Antibodies Whopper Big Mac Subway 36
  37. 37. No Secrets 37
  38. 38. Citizen Journalism: Triangulating Truth 38
  39. 39. Crowd Sourcing through Qualified Queries 39
  40. 40. How Will You Get Through the Filter? search filter review share Source: Sit or Squat 40
  41. 41. User Experience is Conversation Social Search User Ratings on Comments 41
  42. 42. Rethink the Media Opp Photo by Leo Reynolds Brian Stauffer 42
  43. 43. 90 Million Photo Journalists Source: Twitpic 43
  44. 44. For Immediate Discovery  Transparency expectations  Patience thresholds  Listen  Anticipate  Respond Photo by Juandazeng 44
  45. 45. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 45
  46. 46. Conversations are Media Source: 2009 Edelman Trust Barometer 46
  47. 47. We Listen Through Keywords and Phrases 47
  48. 48. Filter Blog Posts 48
  49. 49. Filter Twitter Conversations Keyword surfaces Hashtag 49
  50. 50. Filter Facebook Communities 50
  51. 51. Filter YouTube Videos Use “quotes” for an exact phrase match Sort by view count to identify most popular content Mapping YouTube’s“Early Childhood Education” community 51
  52. 52. Encourage Walk In Traffic Website 52
  53. 53. Engagement Increases the Number of Entry Points FB Fan Page Podcast Twitter Website Blog YouTube 53
  54. 54. Social Media Expands Your Footprint & Network FB Fan Page Linkedin Podcast Twitter Website Blog YouTube Slideshare 54
  55. 55. Network Effect of Social Media Engagement Source: namechk 55
  56. 56. Exclusives & Embargos are a Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 56
  57. 57. New Trustworthies Source: 2009 Edelman Trust Barometer 57
  58. 58. They Don’t Want to be Targeted Photo by John Trainor 58
  59. 59. They Want to Play Ball Photo by o0besesed 59
  60. 60. Morning Break 60
  61. 61. New Rules of Engagement 61
  62. 62. Play Nice 62
  63. 63. Submit your attention 63
  64. 64. Participate 64
  65. 65. Democratize 65
  66. 66. Pseudo-Anonymity 66
  67. 67. Chose Your Congregation Wisely by Beth Rankin by Glen Kirk by lil’bear Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into believers through conversation. Inspired by “Twitterville” – Pg. 51 67
  68. 68. Profiles: Informality Drives Conversation 68
  69. 69. Bring Milk and Cookies Photo by Stu Spivack Inspired by “Twitterville” 69
  70. 70. It’s Okay to Get Personal 70
  71. 71. Send People Away Photo by Crawfish Head Inspired by “Twitterville” 71
  72. 72. Respond to Requests Photo by spaceamoeba From “Trust Agents” – Pg. 197 72
  73. 73. Social Media is Inbound 1 2 3 4 73
  74. 74. Learn the Three A’s Acknowledge Apologize Act From “Trust Agents” – Pg. 197 74
  75. 75. Engaging through Social Media Think Conversational Rather than Solicitous Inspired by “Trust Agents” – Pg. 197 75
  76. 76. Customer’s Shoot Back Inspired by “Trust Agents” – Pg. 197 76
  77. 77. Customer’s Shoot Back Donor commenting Cause as online social object Inspired by “Twitterville” 77
  78. 78. Customer’s Shoot Back Inspired by “Twitterville” 78
  79. 79. No Where to Hide from Social Media Social browser widget Website as online social object 79
  80. 80. Customer Experience Spills Over into Social Media 80
  81. 81. Good Friends Don’t Just Talk – They Listen Too 81
  82. 82. Good Friends Aren’t Bossy 82
  83. 83. Good Friends are Straight with You Team Tweeters News Stands Alone Conversations are Owned 83
  84. 84. Trustworthies Convey the Good & the Bad 84
  85. 85. Apply Leverage by Mixing Transmission Signals Inspired by “Twitterville” 85
  86. 86. Humanize at Your Own Risk Scale by Adding team Members 86
  87. 87. Scale through Social Media Training 87
  88. 88. Social Media Strategy 88
  89. 89. Professional Development Strategy Source: 2009 Digital Readiness Report 89
  90. 90. Online Demographics 90
  91. 91. Conversations have Demographics Generation Gap Source: Forrester Research 91
  92. 92. New Media Driving Purchasing Decisions 1 2 3 Source: Universal McCann 92
  93. 93. Page Rank is the New PR 93
  94. 94. Searching for Sentiment love ‘em… …or hate ‘em? 94
  95. 95. Conversations are Intimate Source: Universal McCann 95
  96. 96. Edgework Source: Cobalt123 96
  97. 97. Everyone Needs Guidance People Policy Process Technology 97
  98. 98. Celebrated Social Media Policy 98
  99. 99. Policy Elements Transparency of Public Information Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Crisis Diplomacy Considerations Conflict Disclaimers Resolution 99
  100. 100. ROI of Trust Source: 2009 Edelman Trust Barometer 100
  101. 101. Revolution Rant Eisner Aristocrat Revolutionary Lassiter 101
  102. 102. Series of Decisions 102 Brian Solis
  103. 103. Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 103
  104. 104. Lunch 104
  105. 105. Email Source: Universal McCann 105
  106. 106. Links vs. Attachments 106
  107. 107. Email Resource: Sending Large Files 107
  108. 108. Email Risks 108
  109. 109. Email Risks: Blogger Fights Back unique visitor to lifehacker.com 109
  110. 110. Reverse Engineering Media Contact Lists 110
  111. 111. Jedi List Synchronization 111
  112. 112. Direct Communications: Coping with Attention Deficits 112
  113. 113. Email Newsletter Campaign Elements 1. Content Strategy 2. Frequency 3. Email lists 4. Email Newsletter Templates 5. Landing Pages 6. Measurement/Reporting 113
  114. 114. The Heart of Online Communications 114
  115. 115. Content Marketing & Social Networking 115
  116. 116. Transparency Fosters Empathy Source: US Federal Government 116
  117. 117. Transparency Fosters Empathy Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient 117
  118. 118. Ambiguity Fosters Skepticism 118
  119. 119. Opacity Breeds Hate 119
  120. 120. Control vs. Credibility 120
  121. 121. End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Electronic Freedom Foundation 121
  122. 122. Online Newsroom as Home Base 122
  123. 123. Making Online News Scanable 123
  124. 124. Online Newsroom Design 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 124
  125. 125. 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. 125
  126. 126. Subscription Kiosks - RSS Clickable RSS Text and Icon Step One – Visitor clicks the RSS text or icon. 126
  127. 127. Subscription Kiosks – Custom Feeds Help Screen Sub Category Feed Category Feed Sub Category Feed Generates Custom RSS Feed 127
  128. 128. 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, 128 subscribe via browser or view a raw
  129. 129. Subscription Kiosks – Email Alerts Clickable Alerts Text and Icon Step One – Visitor clicks the Alerts text or icon. 129
  130. 130. Subscription Kiosks – Email CAPTCHAs and Confirmations Subscriber enters email address CAPTCHA Code function with audio accessibility for visually impaired visitors Confirmation message 130
  131. 131. 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. 131
  132. 132. Subscription Kiosks – Email Category and Sub Categories 132
  133. 133. Subscription Kiosks - Sharing Clickable Share Text and Icon Step One – Visitor clicks the Share text or icon. 133
  134. 134. 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 134
  135. 135. Subscription Kiosks – Sharing via Email Recipient’s Email Optional Comments Field CAPTCHA User Comment Page Title URL 135
  136. 136. 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 136
  137. 137. Unfiltered News Source 137
  138. 138. PSNH Case Study: Process Detail 138
  139. 139. New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 139
  140. 140. Crisis Communications Template Standard Black Box Homepage Homepage Black Box Background No Background Image Image Crisis Footer Standard Footer 140
  141. 141. Online Crisis Communications – Demand Spike 141
  142. 142. Blog Design Source: Dickson Fong 142
  143. 143. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post Blog Post 143
  144. 144. Anatomy of the Blog: Permalinks Permalink 144
  145. 145. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 145
  146. 146. Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink 146
  147. 147. Anatomy of the Blog: Comments 147
  148. 148. Anatomy of the Blog: Comment Moderation Consider adding information about turn around time 148
  149. 149. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 149
  150. 150. Anatomy of the Blog: Blog Rolls Blog Roll Community Mapping Opportunity Blog Roll 150
  151. 151. Anatomy of the Blog: Widgets Widget Widget Widget 151
  152. 152. Astroturfing 152
  153. 153. 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 153
  154. 154. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 154
  155. 155. Case Study: Rock-Ola 155
  156. 156. Corporate Blogs Source: Monsanto Blog 156
  157. 157. Unfiltered Conversation 157
  158. 158. Messaging through Sneeze Posts Source: Monsanto Blog 158
  159. 159. Case Study: Blog Storm 159
  160. 160. Case Study: Blog Storm 160
  161. 161. Case Study: Blog Storm Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers 161
  162. 162. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 162
  163. 163. New Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 163
  164. 164. Live Demo: Using Google Reader 164
  165. 165. New Media Notifications 165
  166. 166. Afternoon Break 166
  167. 167. Intro to Micro Blogging Source: Current TV 167
  168. 168. Twitter as a News Source Source: Examiner.com 168
  169. 169. Tweet as SOS 169
  170. 170. No Other Media Does This: Trending Topic Selected Trending Topics Daily Trending Keywords ReTweet Volume Over Time TwitPic of Missing Girl 170
  171. 171. Or this: 171
  172. 172. Anatomy of Twitter Number of unused characters Tweet Field Since the last browser refresh The Tweets of everyone I’m following 172
  173. 173. Anatomy of Twitter: @replies, ReTweets & Trends Tweet directed to me, in full view of others My @reply, in full view of others Where to find your @replies Distribute this Tweet to my followers Most popular terms on Twitter right now 173
  174. 174. Science of Retweets Source: Dan Zarella 174
  175. 175. Hashtags.org 175
  176. 176. Anatomy of Twitter: Direct Messages or DMs To minimize spam, I can only DM someone following me Where I find my DMs Private conversation between me and Steve 176
  177. 177. Anatomy of Twitter: Favorites Where my Favorites are Tweets I’ve Favorited 177
  178. 178. Anatomy of Twitter: Following Expanded Options View Option Lists Tweeters I’m Following 178
  179. 179. Anatomy of Twitter: Followers List View Option Click “followers” to view everyone you’re following Followers I’m Following Tweeters Following me 179
  180. 180. Anatomy of Twitter: Aesthetics Where to find your settings Where to change the look of your Twitter webpage Choose a standard design Upload a custom background 180
  181. 181. Anatomy of Twitter: Apps Where to find your installed apps Twitter Apps Installed 181
  182. 182. Twitter App Store 182
  183. 183. Popular Twitter Apps: Bit.ly Link Shortener 183
  184. 184. Tweets via RSS 184
  185. 185. Search.Twitter.com Where to find your settings Geography 185
  186. 186. Results are a Real Time Focus Group • Larger sample size • Nonstop feedback • Always up to date • No margin of error 186
  187. 187. How NOT to Attract Followers Show Yourself Don’t Follow People Before You Have Tweets 187
  188. 188. Assessing Who to Follow What’s the following to followers ratio? Is the Photo Real? Any Favorites? 188
  189. 189. Assessing Who to Follow What’s the following to followers ratio? Check the Twitter User’s Favorites 189
  190. 190. Assessing Who to Follow User Attracts Follower by Following 190
  191. 191. Assessing Who to Follow Ratio Indicates High Degree of Influence Check for @replies 191
  192. 192. Twitter Client: TweetDeck 192
  193. 193. Case Study: Crowd Sourcing Customer Service on Twitter 193
  194. 194. Twitter: Value Proposition finds what’s already happened finds what’s happening now 194
  195. 195. Twitter: Value Proposition Information as social object Immediate many-to-many communications 195
  196. 196. Twitter: Value Proposition “ '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," Excerpted from Twitterville by Shel Israel 196
  197. 197. Contact Info (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @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/3.0 197

×