This document provides an overview of a one-day social media boot camp being held at the 2009 PRSA International Conference in San Diego. The boot camp will cover various topics related to social media, including an introduction, the instructor's background, news media and online platforms, search engine optimization, blogs, podcasting, online video, microblogging, and case studies. The document includes an agenda with numbered slides and notes on various social media topics to be covered during the workshop sessions.

1. Social Media Boot Camp
2009 PRSA International Conference
Instructor: @EricSchwartzman
San Diego :: Nov. 7, 2009
One Day Workshop
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. Housekeeping
• Breaks and Lunch
• Cell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
• ID is @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
2

3. My Background and Experience
•New Media Strategy Clients:
New
•New Media Training Clients:
•Online Communications Clients:
3

4. News Media Addict
Pussycat Dolls
Academy Awards
Britney Spears
Mayor Jerry Brown
Star Wars 30th Anniversary 4

5. Message Map
Overarching
Message
Supporting
Messages
Data Points
5

6. Mainstream Media Training
6

7. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
7

8. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
8

9. Junket Junkie
9

10. Controlled Communications
10

11. Conforming to News Cycles
Photo by Olivander
11

12. Scoring Ink
12

13. White Light Experience
13

14. Web Gave Life to New Media
Websites
Email
SEO
14

15. Search and Reputation
1
2
3
Source: Universal McCann
15

16. Online Newsrooms
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
16

17. Email
Source: Universal McCann
17

18. Page Rank is the New PR
18

19. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
19

20. 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
20

21. Downside of Easy
21

22. Social Media Conversations
Reput ation
t
Mainstream News Media
22
Source: Shel Holtz

23. News is the Frequent Updating of Information
23

24. Socialization
24

25. Participatory Communications
25

26. Citizen Journalism
26

27. Social Antibodies
27

28. Crowd Souring Photo Journalism
Source: Twitpic
28

29. Socially Distributed Problem Solving
29

30. Social Media Train Everyone
30

31. Surrender to the Edges
Source: Cobalt123
31

32. Guidance Transparency of
Information
Intended for
Public Release
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy
y Confidentiality
Combat
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
32

33. SEO: For Immediate Discovery
Photo by Juandazeng
33

34. Managing Reputations through Search
34

35. Danger of Keeping Mum
35

36. Search Engine Optimization
36

37. Secret Formula
37

38. Optimization vs. Marketing
SEM
SEO
38

39. First Rule of Search Engine Optimization
39

40. Search Gets Social
Source: Wikipedia 40

41. Links as Third-Party Endorsements
• Anchor text
h
• Target URL
41

42. Case Study: Tracking Inbounds
42

43. Case Study: Search Results
43

44. Case: Fewer Inbounds, Higher Rank?
44

45. Case Study: Evaluating Inbounds
45

46. Citation Indexing
SEOed Site
Landing
SEOed Page
Press
Wiki
Release
News
Hit
Blog
Hit
Online
Newsroom
PR
PR
PR
PR
PR
46

47. Keyword Discovery: Search Volume
47

48. Keyword Discovery: Taxonomy
Source: Google Trends 48

49. Search Trends – Popular Language
Source: America.gov
49

50. Examining Global Challenges by Region
50

51. Defining Global Challenges
51

52. Obama Effect
52

53. Keyword Discovery: Related Searches
53

54. Keyword Discovery: Wonder Wheel
54

55. Quantity vs. Quality
55

56. Blogs, Podcasts, RSS
56

57. Anatomy of the Blog: Blogs and Blog Posts
Homepage
Blog/Homepage
Blog Post
Author/ Date
Blog Post
g
Blog Post
57

58. Anatomy of the Blog: Permalinks
Permalink
58

59. Anatomy of the Blog: Anchor Text Hyperlinks
Hyperlink
Hyperlink
Hyperlink
59

60. Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
60

61. Anatomy of the Blog: Comments
61

62. Anatomy of the Blog: Comment Moderation
Consider
adding
information
about turn
b
around time
62

63. Anatomy of the Blog: Comment Moderation
Consider adding
moderation policy
hyperlink
63

64. Anatomy of the Blog: Moderation Challenges
64

65. Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
65

66. Anatomy of the Blog: Widgets
Widget
Widget
Widget
id
66

67. Anatomy of the Blog: Subscriptions
RSS
Email
67

68. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
68

69. Exercise: New & Social Media Monitoring
Leveraging RSS:
1. Web-based
1 Web based readers
2. Desktop-based readers
3. Email clients
69

70. Blogger Relations
70

71. Meet the Bloggers
Source: Technorati
71

72. Blogs, Twitter and Facebook vs. MSM
Source: Technorati
72

73. Collective Intelligence?
73

74. Submit your attention
74

75. Participate
75

76. Courtship matters
76

77. No Broadcast Distribution
77

78. Humanize
78

79. Astroturfing
79

80. You can’t buy passion
80

81. Set the record straight
81

82. Case Study: Rock-Ola
82

83. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
83

84. Online Reputation Management
84

85. Blog Crisis: Case Study
85

86. Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Id
Identify influential bloggers in advance
if i fl i l bl i d
• Cultivate an inner circle of influential bloggers
• One on one blogger relations impractical
86

87. 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
• Li ki
Linking policies are ridiculous
li i idi l
• Specify credit and usage rights
• Send suggestions by the preferred means
87

88. Three Steps to Measuring Blogger Influence
Source: Coca-Cola Conversation
88

89. Step 1: Inbound Links
Source: Yahoo! Site Explorer
89

90. Step 2: Site Rank
Source: Alexa 90

91. Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker
91

92. Additional Measurement Resources
92
Source: Social Mention

93. Additional Measurement Resources
93

94. Podcasting
Types of Podcasts:
• Audio
A di and Vid
d Video
• Repurposed Electronic Media
• Print MSM Extensions
• Originally Produced
94

95. Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
95

96. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
96

97. Finding Podcasts through Show Notes
97

98. iTunes Podcatcher
98

99. Distributing Through iTunes
99

100. Podcast in iTunes
100

101. State Dept. Podcasts in iTunes
101

102. State Dept. Daily Briefing Podcast in iTunes
102

103. RSS 2.0 with Enclosures
Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7
103

104. Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with
its existing subscribers and attract new, younger subscribers
by i i
b giving audiences a rare, behind the scene look into one
di b hi d th l ki t
the world’s leading opera companies.
Strategy: Told through the perspective of the director of the
company’s latest production, profile the relationships
’ l t t d ti fil th l ti hi
between the incomparable creative talents collaborating and
the production process.
Results: LA Opera is the world’s first opera company to
R lt O i th ld’ fi t t
experiment with podcasting. Placido Domingo, Anna
Netrebko and Rolando Villazon will all be featured in the first
episodes. Featured in NY Times, LA Times and Hollywood
p , y
Reporter.
104

105. Case Study: APM Music
105

106. Case Study: APM Music
106

107. Case Study: APM Music
107

108. Case Study: APM Music
108

109. Case Study: Castrol
The Media Business: Editorial vs. Advertising
•NHRA Driver Ashley Force
First
•Castrol Executives Second
109

110. Case Study: Starbucks
110

111. Case Study: Starbucks
111

112. Podcast Production
112

113. Podcast Production
113

114. Podcast Production
114

115. Podcast Production
115

116. 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
116

117. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
117

118. ID3 Tagging
118

119. Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
119

120. Implementation Recommendations
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a “Best of Episode”
Best Episode
120

121. Promoting Podcasts: Signature Blocks
121

122. Promotion Podcasts: Email Marketing
122

123. Promoting Podcasts: PNRs
123

124. Promoting Podcasts: SEOed Press Release
124

125. Promoting Podcasts: Industry Awards
125

126. Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April
Driven Largely by Surge in Viewership at YouTube.
•A
Average U.S. Viewer Watched 6.4 Hours of Online Video During
U S Vi W t h d64H f O li Vid D i
the Month.
source: comScore 126

127. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
127

128. Direct to Consumers
128

129. Online Video: Marie Digby
129

130. Online Video: Marie Digby
130

131. Online Video: Marie Digby
131

132. Blog Response: Marie Digby
132

133. Blog Comments: Marie Digby
133

134. Online Video: Internal Communications
134

135. Online Video: Internal/External Communications
135

136. Video in Online News Rooms
136

137. Shooting Video: Streaming Gear
137

138. Shooting Video: Flip
138

139. Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
139

140. Shooting Video: High-End – Canon XL H1S
140

141. Video Editing Software – Windows Movie Maker
141

142. Video Editing Software – Mac iMovie
142

143. Centralized Online Video Distribution
143

144. Content Strategy: Live Online Broadcasting
144

145. Audio and Video Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking news
y g
• News content vs. feature content
• More controlled/one-way channel
controlled/one way
• Credibility and third-party validation
• Efficiency by leverage existing assets
• Unscripted and authentic
•P d
Podcast news releases
t l
145

146. Intro to Micro Blogging
Source: Current TV
S C t
146

147. Twitter as a News Source
Source: Examiner.com 147

148. Anatomy of a Microblog
148

149. Anatomy of a Microblog
External
Communications
Media Relations
149

150. Anatomy of a Twitter Client: TweetDeck
150

151. Crowd Sourcing Customer Service on Twitter
151

152. We Do You Follow?
152

153. Anatomy of a Twitter: TweetChat
153

154. Hashtags.org
154

155. Determining Fact…
155

156. …from Fiction
Counter Twitters
156

157. FEMA: Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
157

158. Tracking Twitter Favorites
158

159. Tracking Tweets by Geography
159

160. Twitter Case Studies
160

161. Global Social Networking by Brand
Source: Vinco’s Blog
161

162. US Social Networking by Brand
• Facebook 78%
• MySpace
y p 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
162

163. Global Social Networking Usage
163

164. Facebook by the Numbers
• 12x growth since opening to
nonstudents in Sept. 2006
• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
b
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b
value
• $145m ad revenue in 2007
• MySpace had $510m in ad revenue in
2007
• $0.15 CPM vs. $13 CPM at Yahoo!
Fortune Magazine May 26, 2008
Magazine, 26
Source: Inside Facebook
164

165. Anatomy of Facebook
165

166. Anatomy of Facebook
166

167. Anatomy of Facebook: Fan Pages
167

168. Social Networking: Custom URLs
168

169. Social Networking: Facebook Company Pages
169

170. Social Networking: MySpace
Back End Front End
170

171. Social Networking: Linked In
171

172. Professional Social Networking
172

173. Professional Social Networking
173

174. Social Networking: Linked In Groups
174

175. Social Networking: White Label Platforms
175

176. Social Networking: White Label PRSA Tech Site
176

177. Social Networking Client
177

178. Crowd Sourcing Global Issues with Google Trends
178

179. Hard Data
179

180. Hard Data on Discussions
180

181. Hard Data on Disturbances
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year
181

182. Hard Data on Protests
117,935 Facebook Supporters as of Oct. 6, 2009
182

183. Impact of Public Diplomacy
Cairo Speech
p “Obama” Peak “Freedom” Peak
183

184. Government as a Platform
184

185. Geo Browsing Carbon Emissions by State
185

186. Control vs. Credibility
186

187. Hard Data is More Trustworthy than People
187

188. End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Co Founder
Electronic Freedom Foundation
188

189. Google Sidewiki
189

190. Digg Dashboard
190

191. Digg Dashboard and Google Sidewiki
191

192. Build a Community
192

193. Educate and Inform
193

194. Promote Action
194

195. Data Visualization Sharing
195

196. Data Visualization Sharing
196

197. Data Visualization Sharing
197

198. Data Visualization Sharing
198

199. PSNH Case Study: Putting it All Together
199

200. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com
[ ] p [ ] Email
schwartzmanpr.com Website
ontherecordpodcast.com
p 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
reserved. Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
200