Daniel X. Presentation at Ragan Conference, May 2008


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Presentation for the Ragan Corporate Communicators Conference 2008. "Using Web 2.0 to keep up with -- and join in -- the conversation.

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Daniel X. Presentation at Ragan Conference, May 2008

  1. 1. Use Web 2.0 to Keep Up With-- and Join-- the conversation <ul><li>Daniel X. O’Neil </li></ul><ul><li>(773) 960-6045 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.weblogconsultant.com </li></ul>
  2. 2. Hello. <ul><li>Daniel X. O’Neil </li></ul><ul><li>11 years as an internet strategist-- six years working directly with Web 2.0 tools </li></ul><ul><li>Currently the People Person at EveryBlock, a new media Web site that pulls together local news and public information </li></ul>
  3. 3. Block Page for the Drake
  4. 4. Let’s Talk About You. <ul><li>Who you are </li></ul><ul><li>Where you work </li></ul><ul><li>What you do there </li></ul><ul><li>What you expect out of our time together </li></ul><ul><li>Let’s customize this time best we can </li></ul>
  5. 5. How to Evaluate Emerging Technologies <ul><li>Separate the technology from the culture </li></ul><ul><li>Separate the current utility from the generic utility </li></ul><ul><li>Maxim: any piece of software with pop culture popularity has enterprise utility </li></ul><ul><li>That’s what we’re going to do today– show the utility of popular application in the enterprise </li></ul>
  6. 6. Technologies <ul><li>Social Networking Platforms: Facebook, Pownce, LinkedIn, </li></ul><ul><li>Publishing Tools: Yahoo 360, WordPress, Movable Type, TypePad </li></ul><ul><li>Meme sites: Technorati, Digg, various others in particular industries </li></ul>
  7. 7. Technologies <ul><li>Media sharing and storage sites </li></ul><ul><li>Photos: Flickr </li></ul><ul><li>Video: YouTube/ Google Video </li></ul><ul><li>WordPress and Pownce for long-term storage of large files </li></ul><ul><li>DropSend or SendFile for transfer of files to media </li></ul>
  8. 8. Culture <ul><li>Collaboration: comments, trackbacks, frequent updates/ edits </li></ul><ul><li>Openness: transparency in approach (development, features, etc.) </li></ul><ul><li>Crowdsourcing: Wikipedia is the great example, but there are many others (Yahoo! Teachers and Answers, for instance) </li></ul>
  9. 9. The Wikipedia IP Address Issue <ul><li>Logging changes to Wikipedia pages related to corporations and brands </li></ul><ul><li>Tracking them to IP addresses within the corporations that were the subject of the articles </li></ul><ul><li>The implication-- practically unchallenged in the meme cycle-- was that corporations had no right to a voice </li></ul>
  10. 10. What the Culture Means to PR Professionals <ul><li>You have a right to speech </li></ul><ul><li>Limiting social networking tools to individuals & excluding corporations makes no sense </li></ul><ul><li>Pure First Amendment issues, similar to the caselaw on political contributions </li></ul><ul><li>Exert your rights </li></ul><ul><li>But do it right </li></ul>
  11. 11. So When You Comment <ul><li>Don’t be tricky </li></ul><ul><li>Be an individual, not a company (user names based on your name, first person singular and plural) </li></ul><ul><li>Stay focused on the specific text that you are commenting on-- not people, history, or the ether </li></ul><ul><li>But do it </li></ul>
  12. 12. Jarvis’ “New News Process” Text Text
  13. 13. Essentials for the Conversation <ul><li>There are step-by-steps here, but you’ll have to figure some things out </li></ul><ul><li>Use the “Help” button </li></ul><ul><li>If you get stuck, Google the problem– chances are someone else has had the same issue </li></ul><ul><li>The ability to copy/paste pieces of code directly into your intranet is key to most of these ideas </li></ul>
  14. 14. The Platform for a PR Professional <ul><li>Use an RSS reader to keep up with what people are saying about your company and your industry </li></ul><ul><li>Use relatively simple mashup tools to create custom competitive intelligence </li></ul><ul><li>Use media sharing sites for finding, publishing, and sharing photos and video relating to your company </li></ul>
  15. 15. RSS Reader <ul><li>This is one of the basics that every communicator should have– a full RSS reader </li></ul><ul><li>Google Reader is the best– easy to subscribe, easy to share, great screen shortcuts </li></ul><ul><li>Others: Bloglines, My Yahoo, NewsGator </li></ul>
  16. 16. Google Reader
  17. 17. Google Reader for Subscribing to News <ul><li>Electronic clipping service </li></ul><ul><li>Subscribe to any news source that has an RSS feed </li></ul><ul><li>Use the Firefox or IE 7 browsers for auto-detection of RSS feeds </li></ul><ul><li>Firefox is best– faster, renders pages better, spellcheck </li></ul>
  18. 18. Google Reader for Corporate News Clippings & Content Fodder <ul><li>Reading lists– keep up on key industry publications and newspapers </li></ul><ul><li>Do searches in your key executive staff, company name, and industry keywords in Google News </li></ul><ul><li>Every search has an RSS feed </li></ul><ul><li>Don’t forget the blog search, too </li></ul><ul><li>Once you’ve got the feed, you can just click the orange RSS button or copy/paste the URL into the “Add Subscription” section in Google Reader on the left </li></ul>
  19. 21. OPML to Export Reading List <ul><li>Once you build a good reading list, you can share it with everyone in your company </li></ul><ul><li>Settings > Import/ Export > Export Your Subscriptions as an OPML File </li></ul><ul><li>Then upload it to an intranet or other shared Web resource </li></ul><ul><li>Anyone can download it and import it into their feed reader </li></ul>
  20. 22. Custom Competitive Intelligence <ul><li>Use Google and Yahoo! news & blog search RSS feeds along with Yahoo! Pipes and FeedBurner to create custom competitive intelligence </li></ul><ul><li>Once you’ve got an RSS feed, you can trim it then publish it to your intranet </li></ul>
  21. 23. Custom Competitive Intelligence: Convenience Stores
  22. 24. Capture the RSS Feed
  23. 25. Get an account at Feedburner
  24. 26. Burn the new feed (step-by-step in Feedburner)
  25. 27. Then click “Buzzboost” under the “Publicize” tab and complete the form
  26. 28. The result? A script. Publish it to your intranet in a block that takes HTML <ul><li><script src=&quot;http://feeds.feedburner.com/ConvenienceStores-GoogleNews?format=sigpro&quot; type=&quot;text/javascript&quot; ></script><noscript><p>Subscribe to RSS headline updates from: <a href=&quot;http://feeds.feedburner.com/ConvenienceStores-GoogleNews&quot;></a><br/>Powered by FeedBurner</p> </noscript> </li></ul>
  27. 29. Here’s the raw HTML in a webpage
  28. 30. Last Step: Customize the feed with Yahoo! Pipes http://feeds.feedburner.com/ConvenienceStores-GoogleNews
  29. 31. Convenience Store Raw Feed
  30. 32. Convenience Store Feed w/o the phrase “7-eleven”
  31. 33. Now it is
  32. 34. Custom Competitive Intelligence: Upshots <ul><li>Somewhat complicated, but powerful once you get it </li></ul><ul><li>Be sure not to “publish” your feed– then only you know its URL </li></ul><ul><li>Be sure to only use this tactic on feeds that you are OK to make public </li></ul><ul><li>The feeds may be indexed by search engines </li></ul><ul><li>If you’re afraid of the competitive intelligence searches becoming public, pick your content by hand using RSS feeds as in our first example </li></ul>
  33. 35. Flickr <ul><li>Use Flickr for finding, publishing, and sharing photos relating to your company </li></ul><ul><li>Flickr has 25,017 photos of “Pepsi” </li></ul>
  34. 36. Flickr for Creative Commons Photos Available for use on your Intranet <ul><li>Creative Commons is a set of intellectual property standards based on existing copyright law </li></ul><ul><li>Flickr supports search for Creative Commons images in their Advanced Search </li></ul>
  35. 37. 666 “Pepsi” photos on Flickr licensed under Creative Commons
  36. 38. Flickr for storing hi-res images <ul><li>Great for sharing with art departments </li></ul><ul><li>Password-protected, but stored on the internet– so no trade secrets or pre-product launches </li></ul><ul><li>Supports separate privacy settings for each photo </li></ul>
  37. 39. Extending Flickr <ul><li>Supports printing </li></ul><ul><li>Third-party applications </li></ul><ul><li>Integration with blogging software </li></ul><ul><li>Publish to Flickr by email </li></ul><ul><li>Publish to blog by email </li></ul><ul><li>Publish by cellphone camera </li></ul>
  38. 40. Google Video <ul><li>Use Google Video to stream instructional videos and other corporate video assets </li></ul><ul><li>Google allows for the streaming of private, non-indexed videos inside your intranet </li></ul><ul><li>But again, only store non-critical items there– you never know </li></ul><ul><li>Great for historical company videos or non-secret trade or instructional videos </li></ul>
  39. 41. “ Uploaded videos” screen
  40. 42. Advantages of Google Video <ul><li>Private </li></ul><ul><li>No size limits– blows past all of the “server space” issues of the past </li></ul><ul><li>Personal index of your videos– great for historical asset management </li></ul><ul><li>Streaming onto your intranet is easy </li></ul>
  41. 43. Google video: Just copy/ paste HTML
  42. 44. Don’t Forget Plain-Old Search Plain-Old Search Plain-Old Search <ul><li>Yahoo! Toolbar to search within a Web site </li></ul><ul><li>Archive.org to see what a site looked like years ago </li></ul><ul><li>Google cache if you want to recreate a page that is now missing </li></ul>
  43. 45. Some More Complex Ideas <ul><li>Use Live.com to create custom point-to-point maps </li></ul><ul><li>Deploy WordPress to for feature-rich, extensible content management system </li></ul><ul><li>Use social networking sites such as Facebook as an extension of your corporate conversation </li></ul><ul><li>Use Zocalo to create prediction markets and tap hidden knowledge </li></ul>
  44. 46. Live.com for custom maps <ul><li>Use Live.com to create custom point-to-point maps </li></ul><ul><li>Very useful for maps to company picnic, key suppliers, ad-hoc route maps </li></ul><ul><li>Published to the internet and accessible with the right URL </li></ul>
  45. 47. Live.com maps– add custom “pushpins” <ul><li>Allows you to add “pushpins” (see right-hand side of screen after you log in) </li></ul><ul><li>Each pushpin can be precisely placed and have detailed descriptions, URLs, images, etc. </li></ul>
  46. 48. Live.com– see the map here <ul><li>http://local.live.com/?v=2&cid=5973FA202DA62927!138&encType=1 </li></ul><ul><li>Permanent URL for sharing </li></ul><ul><li>Not indexed by search engines </li></ul>
  47. 49. Maps for Story Telling
  48. 50. WordPress: content management <ul><li>Deploy WordPress to for feature-rich, extensible content management system </li></ul><ul><li>“ Blog” software that runs on your intranet, not on an outside server </li></ul><ul><li>Highly extensible (can add outside functionality) </li></ul><ul><li>Can be used as content management (more sophisticated databased relationships among content types) </li></ul><ul><li>Has the simplicity and features of a blog </li></ul>
  49. 51. WordPress: Powerful Features
  50. 52. WordPress: Extensible
  51. 53. Social Networking Sites <ul><li>Use social networking sites such as Facebook as an extension of your corporate conversation </li></ul><ul><li>Not recommended for every corporation (especially the larger ones) </li></ul><ul><li>But can be highly effective to have informal, deeper relationships with employees </li></ul><ul><li>Be where they are, gather more knowledge </li></ul>
  52. 54. Zocalo Prediction Markets <ul><li>Use Zocalo to create prediction markets and tap hidden knowledge </li></ul><ul><li>Perhaps the most “out-there” suggestion on the list, and most difficult to execute </li></ul><ul><li>But very rewarding for large organizations that seeks to get the low-down and dive deep into the collective mind of the workforce </li></ul><ul><li>Great take on prediction market’s utility in the enterprise: </li></ul><ul><li>http://wiki.commerce.net/wiki/ZMarket </li></ul>
  53. 55. Zocalo Prediction Markets <ul><li>Need an experienced IT person to implement this </li></ul><ul><li>Advantage: completely internal </li></ul><ul><li>Web-based source: www.inklingmarkets.com </li></ul>
  54. 56. Thank You <ul><li>Call me anytime (773) 960-6045 </li></ul><ul><li>[email_address] </li></ul><ul><li>Check out EveryBlock </li></ul><ul><li>Questions? </li></ul>