My presentation at the United States Marine Corps Public Affairs Leadership Conference on Sept. 15, 2009 in Hampton, VA #usmc #marines

1. Overcoming the Trust Deficit
2009 United States Marines Corps Public Affairs Leaders Conference
Annual Conference, Virginia Beach
Sept. 15, 2009
@EricSchwartzman
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

2. She Doesn’t Trust Us Anymore

3. My Background
Academy Awards
Star Wars 30th Anniversary
Pussycat Dolls Salt Lake Olympics
Britney Spears

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

5. WHAT I’LL COVER
• Crowd Sourcing and Gov 2.0: The Good, The Bad and the
Untrustworthy
• Social Media Engagement in Practice: Leading by Listening
and Learning
• Could You Use Social Media to Ensure Your Sacrifices Aren’t
in Vain?

6. Crowd Sourcing the Truth

7. Crowd Sourcing Customer Service

8. Crowd Sourcing Conferences

9. Crowd Sourcing Public Policy

10. Crowd Sourcing ROI

11. Crowd Sourcing Search Trends

12. Crowd Sourcing Related Searches

13. Crowd Sourcing Relevant Concepts

14. Crowd Souring National Interest

15. Gov 2.0 – IT Dashboard
Source: US Federal Government

16. Gov 2.0 – Government as a Platform

17. Gov 2.0 - Sunlight is the Best Disinfectant
Source: Dennis Collette

18. Gov 2.0 - Impact of Public Diplomacy
Cairo Speech “Obama” Peak “Freedom” Peak

19. Collective Intelligence

20. Lies Spread Like Wildfire Online
There is a danger, [Google CEO Eric] Schmidt
exclaimed, of the Internet “becoming a
cesspool... in a world of disinformation, which is
the future,” he said, “brands are the solution.
Brand affinity is hard wired and fundamental to
the human condition – [they define] who you
trust, and who you don’t.”
Source: Huff Post

21. Wisdom of the Few

22. Penetrating Filters: Word of Mouth

23. Control vs. Credibility: Building Trust
Camp LeJeune
Video

24. Dealing with Attention Deficits

25. Writing Headlines for Clicks

26. Too Controversial to Blog?
Source: Monsanto Blog

27. Unfiltered Conversations

28. Messaging through Sneeze Posts
Source: Monsanto Blog

29. Blogger Relations

30. The Case for Engagement

31. Social Media – How it Works
Opinion
Source: Shel Holtz
Mainstream News Media

32. Online Myths are Truth for Some People

33. Relationship Between Off vs. On Network Resources

34. Follow the Bread Crumbs
ReTweeting
Fake Tweets

35. Overarching Strategy

36. Your Job is Harder than Ever Before
• Communicating at home online
• User experience shapes reputation
• Flash, PDFs, ambiguous UI or
counterintuitive navigation
• Positive user experience builds trust
and confidence Photo by Spackletoe
• Ease of use drives adoption
Evolution of the Customer Experience

37. Good Idea
search filter review share
Source: Sit or Squat

38. Poor Execution
Social Search
User Ratings on Comments

39. Making Online News Scanable

40. UCLA Online Newsroom
Column 1 Column 2 Column 3 Column 4
Main Nav by Topic
Press Info
Site
Search
Subscriptions
Sub Nav for
Media
Secondary
Emphasis
Lead Story
with
Clickable
Topics
Hot
Thumbnail
Headline
Primary Emphasis Logical Thumbnails in Sub Headline
Path Index

41. Subscription Kiosks
Subscripti
on Kiosk
with RSS,
Email and
Sharing
The Subscription Kiosk should be used as a
function element on every page within the online
newsroom.

42. Subscription Kiosks - RSS
Clickabl
e RSS
Text and
Icon
Step One – Visitor clicks the
RSS text or icon.

43. Subscription Kiosks – Custom Feeds
Help Screen
Sub
Category
Feed
Categor
y Feed
Sub
Category
Feed
Generates
Custom
RSS Feed

44. 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, subscribe via browser or
view a raw feed.

45. Subscription Kiosks – Email Alerts
Clickable
Alerts
Text and
Icon
Step One – Visitor clicks
the Alerts text or icon.

46. Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber
enters email
address
CAPTCHA Code
function with
audio
accessibility for
visually impaired
visitors
Confirmation
message

47. 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.

48. Subscription Kiosks – Email Category and Sub Categories

49. Subscription Kiosks - Sharing
Clickable
Share Text
and Icon
Step One – Visitor clicks
the Share text or icon.

50. 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

51. Subscription Kiosks – Sharing via Email
Recipient’s Email
Optional Comments
Field
CAPTCHA
User Comment
Page Title URL

52. 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

53. Data Visualization Resource

54. Data Visualization Resource

55. Data Visualization - Embed Codes

56. Data Visualization - Beach Report Card

57. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer

58. Online Crisis Communications – Demand Spike

59. Social Distributed Problem Solving

60. PSNH Case Study: Process Detail

61. Process Overview
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Customers
Service

62. PSNH Twitter Strategy
Twitter ID &
Password
Twitpic
Link
Emailed Image &
Subject Headline
Posted on Twitpic
Updates in
Reverse
Chronologi Twitpic Link &
cal Order Caption

63. Scaling the Peer to Peer Universe
Source: Cobalt123

64. Rethink the Photo Opp
Photo by Leo Reynolds
Brian Stauffer

65. Social Media Policy
People Policy Process Technology

66. The Nuts and Bolts Transparency of
Information
Intended for
Public Release
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy Confidentiality
Combat
Diplomacy
Considerations
Conflict
Disclaimers
Resolution

67. Provide Social Media Training
Source: 2009 Digital Readiness Report

68. New Media Train Everyone

69. Facebook Privacy Settings

70. Facebook Privacy Settings

71. The War of Trust and Confidence

72. For Immediate Discovery
• Old methods stopped working
• Fewer news media opps to place
• Reputations defined by conversations
Photo by Juandazeng

73. The Policy Better Be Worth the Sacrifice

74. Bullies Pick on the Quiet Kids

75. Entergy Storm Center Maps Power Outages
Color
Coded by
Size
Outage
Street Level
Detail

76. Social Media: Insider Secrets

77. Social Media Training for Dads

78. Thank You

79. Contact Info
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanpr.com Website
ontherecordpodcast.com Podcast
facebook.com/ericschwartzman Facebook
ericschwartzman Friendfeed
3016595 Linkedin
@ericschwartzman Twitter
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