This document provides an overview of a social media boot camp. It discusses how social media and new media have disrupted traditional news and media channels. It covers various social media platforms like websites, blogs, podcasts, email, microblogging and social networks. It also discusses strategies for engaging with influencers and communities on social media, developing social media policies, and using social media to drive media relations. The document emphasizes the importance of transparency, authenticity and having conversations on social media.
Please visit www.socialmediabootcamp.com for upcoming session dates. [cc] Feel free to use and reuse but please give credit to www.ericschwartzman.com.
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
Social Media and New Media Workshop (FSI) PY363 - Day 1Eric Schwartzman
The third day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 17, 2009.
Please visit www.socialmediabootcamp.com for upcoming session dates. [cc] Feel free to use and reuse but please give credit to www.ericschwartzman.com.
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
Social Media and New Media Workshop (FSI) PY363 - Day 1Eric Schwartzman
The third day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 17, 2009.
Using Emerging Media in Matters of Life and Death. Presented at the US Marines Public Affairs Conference in Reno on Aug. 24, 2010 by http://www.ericschwartzman.com. Feel free to use and reuse with attribution. Thanks!
Deck presented to public affairs, cultural affairs and information affairs staff at the US Embassy in Athens, Greece on Monday, Oct. 5, 2009. [CC] www.ericschwartzman.com
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift
Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics.
DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.
Social Media and New Media Workshop (FSI) PY363 - Day 2Eric Schwartzman
The second day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 16, 2009.
If you’re like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline.
So which metrics actually prove that you’re inbound efforts are doing exactly that? Which are important indicators of future success and which metrics are just noise? In this deck you will find the top metrics you need to track to ensure that your inbound programs are making the right impact.
With the right metrics to guide your journey you’ll know where to focus your resources and be able to prove which programs and campaigns are worthy of continued or increased funding.
Using Emerging Media in Matters of Life and Death. Presented at the US Marines Public Affairs Conference in Reno on Aug. 24, 2010 by http://www.ericschwartzman.com. Feel free to use and reuse with attribution. Thanks!
Deck presented to public affairs, cultural affairs and information affairs staff at the US Embassy in Athens, Greece on Monday, Oct. 5, 2009. [CC] www.ericschwartzman.com
DataSift's Rob Bailey at The Social Media Strategies Summit DataSift
Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics.
DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.
Social Media and New Media Workshop (FSI) PY363 - Day 2Eric Schwartzman
The second day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 16, 2009.
If you’re like most B2B marketers what you really care about most is cost effectively driving high-quality leads and growing your sales pipeline.
So which metrics actually prove that you’re inbound efforts are doing exactly that? Which are important indicators of future success and which metrics are just noise? In this deck you will find the top metrics you need to track to ensure that your inbound programs are making the right impact.
With the right metrics to guide your journey you’ll know where to focus your resources and be able to prove which programs and campaigns are worthy of continued or increased funding.
Publishing on LinkedIn Pulse: A Beginner's Guide for another great means to manifest your professional brand. Write about areas in which you have an expertise.
Status updates and tweets are becoming the news sources that consumers consult first. Customer experiences, spilling over into social media, now shape your reputation. Find out how social media is changing the way organizations communicate, and what your co-op should do about it.
[cc] www.EricSchwartzman.com
This presentation shows the financial sector trends and the importance of social media in regaining the customer confidence and trust, increasing the market share, streamlining the operation, reducing cost and generating profit. It also provides exposures over the innovative ideas utilizing social media and concludes with a high level technical and operational framework for the way forward. The financial sector can be considered as a model for other sectors, you will discover many useful ideas and practical practices when drilling and digging deeper into each sector. By: Ahmed Buhazza.
Social Media Transformers in THE NEW FINANCIAL WORLD!!!Ahmed Buhazza
This presentation shows the financial sector trends and the importance of social media in regaining the customer confidence and trust, increasing the market share, streamlining the operation, reducing cost and generating profit. It also provides exposures over the innovative ideas utilizing social media and concludes with a high level technical and operational framework for the way forward. The financial sector can be considered as a model for other sectors, you will discover many useful ideas and practical practices when drilling and digging deeper into each sector.
Rules of Engagement - Meaningful Communications Strategies in the Digital Ag...Lars Voedisch
•Social Media Today
•The Big Cultural Shift
•Role of New Media Engagements
•Overcoming Challenges
•Integrating Communications with Your Business Strategy
Meaningful Communications Strategies in the Digital Age - Lars VoedischLars Voedisch
Social Media Today,
The Big Cultural Shift,
Role of New Media Engagements,
Overcoming Challenges,
Integrating Communications with Your Business Strategy
Presentation from the University of Wisconsin Madison Executive Education Program Integrated Marketing Communications program Day 2 that I presented last winter and fall
2011 Event Marketing Summit B2B Social Media WorkshopEric Schwartzman
Conducted by Eric Schwartzman (@ericschwartzman) B-to-B SOCIAL MEDIA BOOT CAMP - Hey b-to-b event marketers, we’re created a boot camp just for you (See? That’s love.) B-to-B brands are applying social media to connect with customers, channel partners and suppliers. Eric Schwartzman, bestselling author of “Social Marketing to the Business Customer,” shows you how they’re doing it and how you can, too. Learn how to use blogs, podcasts and social networks to build your b-to-b brand and business. B-to-b event marketing attendees will learn:
How to build a social media blueprint
How to leverage social media networks and blogs
How to monitor and measure social media
What new trends you need to be aware of right now
Pitfalls to avoid and tips for success
How to Sell Social Media to the C Suite _ Shashi BellamkondaShashi Bellamkonda
TOPIC AT NOV. 15 CAPITAL COMMUNICATOR & MDB COMMUNICATIONS LUNCHEON
Shashi Bellamkonda, Network Solutions’ Social Media Swami, presented a luncheon session, Tuesday, Nov. 15, on selling social media to your organization.How to convince your boss and others that it is in your organization’s best interest to use social media to reach communications and marketing objectives.
“Many questions come up when social media marketing is mentioned, especially when it comes to getting approval and buy in from the rest of the organization - like legal and service,” said Bellamkonda. “At this session we will work to answer some of these questions, including measurable impact and return on investment.”
The session, was held at MDB Communications in Washington, DC provided actionable steps for convincing managers of the value of using social media.How to become an internal champion, finding creative ways to recruit internal supporters (including lawyers), and ways to gather and present compelling reasons for social media engagement, as well as a social media rollout plan.
Jumping into Social Media without a proper plan accompanied by Valuable, Useful and Usable content might be useless. Follow a Step-by-Step approach and Win.
Are you listening? Real Time Measurement and MonitoringKlaxon
Presentation delivered by Andrew Walker at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London.
For more information visit http://www.socialmediadna.co.uk
Similar to Social Media Boot Camp SF April 28, 2010 (20)
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
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
44. For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
44
45. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
45
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
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
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. ROI of Trust
Source: 2009 Edelman Trust Barometer
100
121. End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Electronic Freedom Foundation
121
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. 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. Subscription Kiosks - RSS
Clickable RSS
Text and Icon
Step One – Visitor clicks
the RSS text or icon.
126
127. Subscription Kiosks – Custom Feeds
Help
Screen
Sub
Category
Feed
Category
Feed
Sub
Category
Feed
Generates
Custom
RSS Feed
127
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. Subscription Kiosks – Email Alerts
Clickable Alerts Text
and Icon
Step One – Visitor
clicks the Alerts text
or icon.
129
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. 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
133. Subscription Kiosks - Sharing
Clickable
Share Text
and Icon
Step One – Visitor
clicks the Share text
or icon.
133
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. Subscription Kiosks – Sharing via Email
Recipient’s Email
Optional
Comments Field
CAPTCHA
User Comment
Page Title URL 135
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
139. New Media Case Study: PCNH
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Constituents
Service
139
140. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer
140
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. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
154
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. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
162
163. New Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
163
172. Anatomy of Twitter
Number of unused
characters
Tweet Field
Since the last browser refresh
The Tweets of
everyone I’m
following
172
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
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. Anatomy of Twitter: Favorites
Where my
Favorites are
Tweets I’ve
Favorited
177
178. Anatomy of Twitter: Following
Expanded Options
View Option
Lists
Tweeters I’m
Following
178
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. 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. Anatomy of Twitter: Apps
Where to find your
installed apps
Twitter Apps
Installed
181
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. 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