Learn how to integrate blogs, podcasts, vidcasts, RSS, Technorati, del.icio.us, Twitter into mainstream public relations practices through a series of lectures, live demonstrations and exercises, case study presentations and discussions. Also learn how to use popular Web 2.0 tools and services to get the job done. Workshop highlights include: * Blogging – when to comment, when to listen. * Social networking. * Podcasts, Webcasts, Vidcasts in online pressrooms. * The importance of authenticity when joining an online conversation. * The basics of search engine optimization (SEO). * The process of matching new media initiatives to objectives. * The tangible benefits of engaging consumers via social media. Instructor: Eric Schwartzman

1. NRECA Social Media Boot Camp
Kansas City
@EricSchwartzman
May 10, 2010

2. My Background and Experience
•New Media Strategy Clients:
•New Media Training Clients:
•New Media Communications Clients:
2

3. Social Media Podcast
www.ontherecordpodcast.com 3

4. Housekeeping
• Introductory immersion
• New vocabulary
• Agenda
• Slide numbers
• Digital handouts
4

5. Times Are Changing
5

6. News Media Addict
Pussycat Dolls
Academy Awards
Britney Spears
Mayor Jerry Brown
Star Wars 30th Anniversary 6

7. Official Company Message
Overarching
Message
Supporting
Messages
Data Points
7

8. Media Training Official Company Spokespersons
8

9. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Official Labor Relations
Communications
Industry Community
Relations Relations
Analyst Relations
9

10. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
10

11. Press Jet Junkie
11

12. Controlled Communications
12

13. Conforming to News Cycles
Photo by Olivander
13

14. Scoring Ink
14

15. Illusion of Control
15

16. Evolution of Media
16

17. Web Gave Life to New Media
Websites
Email
SEO
17

18. Web Surpasses Mainstream Media Channels
Source: Pew Internet
18

19. White Light Experience
19

20. Control through Stridence
20

21. Official Outbound Communications
21

22. Web Gets Social
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
22

23. Balance of Power Shifted
23

24. New Trustworthies
Source: 2009 Edelman Trust Barometer
24

25. Web Got Easy
25

26. Web Got Convenient
• Content’s claim to the crown
• User experience shapes reputation
• Should be self-service
• Flash, PDFs, UI, navigation
• Ease of use drives adoption
Photo by Spackletoe
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
26

27. How Will You Get Through the Filter?
search filter review share
Source: Sit or Squat
27

28. Good Ideas Aren’t Enough
Social Search
User Ratings on Comments
28

29. Online Conversations
29

30. Conversations Shape Reputation
Rep u t at ion
Mainstream News Media
Source: Shel Holtz
30

31. MSM Becomes the Second Draft
31

32. Press Releases vs. Blogs
32

33. Unofficial Spokesperson Challenges War Policy
33

34. Customer as Unofficial Spokesperson
34

35. Customer Service Rep as Unofficial Spokesperson
35

36. Unintended Consequences
36

37. Retention Training Manual Leaked
37

38. What You Say vs. What You Do
Source: This Piggy Blog
Whopper Big Mac Subway
38

39. Business Case for Engagement
Whopper Big Mac Subway
39

40. Citizen Journalism: Triangulating Truth
40

41. 90 Million Unofficial Spokespersons
Source: Twitpic
41

42. For Immediate Discovery
 Transparency expectations
 Patience thresholds
 Listen
 Anticipate
 Respond
Photo by Juandazeng
42

43. MSM Becoming Economically Unsustainable
Source: New York Times with ABC Data
43

44. Anticipating Unofficial Spokespersons
Photo by Leo Reynolds
Brian Stauffer
44

45. Media is More than Static Content
Color
Coded by
Size
Outage
Street Level
Detail
45

46. Conversations are Media Too
Source: 2009 Edelman Trust Barometer
46

47. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
47

48. Morning Break
48

49. Search Engine Optimization
49

50. Size of Search
 3 billion – Daily Google searches processed
 230 million – American with Net access
 93% -- Americans with high-speed access
 228 million – Americans with mobile phones
 1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
50

51. Secret Formula
51

52. Objective of SEO
By SEO-PR
52

53. Optimization vs. Marketing
SEM
SEO
53

54. First Rule of Search Engine Optimization
54

55. Get Other Sites to Links to You
55

56. Case Study: Organic Blog Optimization
56

57. Case Study: Inbound Links
57

58. Case Study: Tracking Inbounds
58

59. Case Study: Search Results
59

60. Case: Fewer Inbounds, Higher Rank?
60

61. Case Study: Evaluating Inbounds
61

62. Four Steps to Measuring Blogger Influence
Source: Coca-Cola Conversation
62

63. Step 1: Inbound Links
Source: Yahoo! Site Explorer
63

64. Step 2: Site Rank
Source: Alexa 64

65. Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker
65

66. Step 4: Traffic
66

67. Writing for Search
67

68. Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: ―Real Estate‖ Section: ―Homes‖
Section: ―Scene‖ Section: ―Lifestyle‖
Section: ―Taste‖ Section: ―Food‖
Headline: ―Unsafe sex: Has Jacob Zuma’s rape trial Headline: ―Zuma testimony sparks HIV fear‖
hit South Africa’s war on AIDS?‖
Headline: ―Tulsa star: The life and career of much- Headline: ―Obituary: Gene Pitney
loved 1960’s singer‖
Headline: ―It’s Chemistry Over Pedigree as Gators Headline: ―Gators Cap Run with First Title‖
Roll to First Title‖
68

69. Keyword Discovery with Google Search Tools
69

70. Keyword Discovery with Google Wonder Wheel
70

71. Search Volume with Google Trends
71

72. Quantity vs. Quality: Conversion Probability
72

73. Embracing Popular Language
73

74. Intro to Meta Data
74

75. Intro to Meta Data
75

76. Intro to Meta Data
76

77. Finding Meta Data: View > Source
77

78. Meta Data: Title Tags
1. Title Tag in Web Page HTML (View > Source in a Browser)
2. Title Tag in Browser Title Bar
3. Title Tag in Search Results
78

79. Meta Data: Title Tags
1. Title Tag in Web Page HTML (View > Source in a Browser)
2. Title Tag in Browser Title Bar
3. Title Tag in Search Results
79

80. Meta Data: No Title Tags
80

81. Meta Data: Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results
81

82. Are Meta Descriptions Important?
Source: Eyetrack 3
82

83. Spying through Meta Keywords
83

84. Finding Hashtags with Keywords
Keyword
surfaces
Hashtag
84

85. Findings Communities with Keywords
85

86. Finding Influencers with Keywords
Use “quotes” for an exact phrase match
Sort by view count to identify most popular content
Mapping YouTube’s“Early
Childhood Education”
community
86

87. Finding Professionals with Keywords
87

88. Joining Existing Communities
88

89. Networking with Colleauges
89

90. SEO Case Study
90

91. Lunch
91

92. Anatomy of the Blog: Blogs and Blog Posts
Homepage
Blog/Homepage
Blog Post
Author/ Date
Blog Post
Blog Post
92

93. Anatomy of the Blog: Permalinks
Permalink
93

94. Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
94

95. Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
95

96. Anatomy of the Blog: Comments
96

97. Anatomy of the Blog: Comment Moderation
Consider
adding
information
about turn
around time
97

98. Anatomy of the Blog: Comment Moderation
Consider adding
moderation policy
hyperlink
98

99. Anatomy of the Blog: Blog Rolls
Blog Roll
Community
Mapping
Opportunity
Blog Roll
99

100. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
100

101. New Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
101

102. Live Demo: Using Google Reader
102

103. 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
103

104. 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. 51 104

105. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
105

106. Case Study: Top 100 Blog
106

107. Case Study: Corporate Blogs
Source: Monsanto Blog
107

108. Unfiltered Conversation
108

109. Replacing Message Maps with Sneeze Posts
Source: Monsanto Blog
109

110. Astroturfing
110

111. Case Study: Blog Storm
111

112. Case Study: Blog Storm
112

113. Case Study: Blog Storm
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
113

114. New Media Notifications
114

115. What’s a Podcast?
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
•Originally Produced
115

116. Podcasts are Deep, but Slow
Wave.3 Universal McCann Study 2008 [PDF]
116

117. Finding Podcasts through Show Notes
117

118. iTunes as a Podcatcher
Finding
podcasts in
iTunes
Submitting
podcasts
118

119. Distributing Through iTunes
119

120. Podcast in iTunes
120

121. Podcast Production
121

122. Podcast Production
122

123. Podcast Production
123

124. Development and Production
Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM view
Search engine optimization view
Show notes view
A word on copyright view
124

125. ID3 Tagging
125

126. Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
126

127. Afternoon Break
127

128. Intro to Micro Blogging
Source: Current TV
128

129. Twitter as a News Source
Source: Examiner.com 129

130. Tweet as SOS
130

131. 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 131

132. No Other Media Does This:
Trending Topic Selected
Trending Topics Daily
Trending Keywords
ReTweet Volume
Over Time
TwitPic of Missing Girl
132

133. Or this:
133

134. Anatomy of Twitter
Number of unused
characters
Tweet Field
Since the last browser refresh
The Tweets of
everyone I’m
following
134

135. 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
135

136. 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
136

137. Anatomy of Twitter: Favorites
Where my
Favorites are
Tweets I’ve
Favorited
137

138. Popular Twitter Apps: Bit.ly Link Shortener
138

139. Search.Twitter.com
Where to find
your settings
Geography
139

140. Results are a Real Time Focus Group
• Larger sample size
• Nonstop feedback
• Always up to date
• No margin of error
140

141. Assessing Who to Follow
User Attracts
Follower by
Following
141

142. Assessing Who to Follow
Ratio Indicates High
Degree of Influence
Check for @replies
142

143. Twitter: Value Proposition
finds what’s already happened
finds what’s happening now
143

144. Why Twitter Matters to You
144

145. It Only Takes One…
145

146. Sacramento News Has Influential Followers
146

147. Social Networking
Image by: Luc Legay
147

148. Global Social Networking by Brand
Source: Vinco’s Blog
148

149. Global Social Networking Usage
149

150. Common Features of Social Networks
• Activity Streams
 Status Updates, Comments, Ratings and Tweets
 Syndication
• Profiles:
 Personal vs. professional
 Profiles pics
• Connections:
 Friends, followers, contacts
 Community mapping
150

151. US Social Networking by Brand
• Facebook 78%
• MySpace 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
151

152. How Facebook Beat MySpace: Newsfeed
152

153. How Facebook Beat MySpace: Apps
153

154. B2C Case Study: Nestle Feels the Streisand Effect
154

155. Social Networking: MySpace
Back End Front End
155

156. Social Networking: Linked In
156

157. Social Networking: Linked In Groups
157

158. Social Networking: Object-Oriented
158

159. Social Networking Case Study: SAP
About the SAP Community Network
159

160. Value of Social Networking to Individuals
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.
160

161. Value of Social Networks to Organizations
• Promote peer to peer communications
• Conduct edgework
• Improve performance
• Educate customers, partners and employees
• Shorten time to market
• Respond faster to change
• Lower COGS
161

162. Social Networking: Strategic Decisions
• Edgework
 Tap influencers
 Internal vs. External Influencers
 Diversity
• Public vs. Private
 Is the topic of discussion a differentiator?
 Could exclusivity help with your edgework?
 Will the discussion be forward looking?
 Will the discussion involve regulatory matters?
162

163. Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
 Practical and reasonable
 Specificity tailored to sophistication of members
• Branded vs. Unbranded
 Addressable market and potential community size?
 Cost, staffing, legal and process
 Working through associations or industry
consortiums
163

164. What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
164

165. Strategic Recap: PSNH Case Study
165

166. Strategic Recap: Process Overview
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Customers
Service
166

167. 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
167

168. 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
168