The document outlines a social media boot camp that took place on November 9, 2010, highlighting key topics such as social media strategy, new communication channels, and customer relations. It presents various case studies and examples demonstrating the increasing significance of social media in organizational communication and marketing. The training emphasized the necessity of adapting to new media trends and the importance of effective monitoring and engagement in social platforms.

1. Social Media Boot Camp at AED
@EricSchwartzman
Day One – Nov. 9, 2010

2. 2
Housekeeping
• Expectations
• Immersive workshop
• New vocabulary
• Focus on strategy
• Cover mechanics
• Slide numbers
• Digital handouts
• Hashtag #smbc
• Live stream:
www.ontherecordpodcast.com

3. 3
Is Social Media a Fad?

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

5. 5
Message Map
Data Points
Overarching
Message
Supporting
Messages

6. 6
Mainstream Media Training

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

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

9. 9
Junket Junkie

10. 10
Controlled Communications

11. 11
New Purpose for the Press Release
Source: Pew Internet
Percentage of Internet users who sited each type of site as their favorite

12. 12
Conforming to News Cycles
Photo by Olivander

13. 13
News Break Strategy
National News
Influencers
Regional News
Local News
Trade Press
Target Audience

14. 14
Scoring Ink

15. 15
Illusion of Control

16. 16
Web Surpasses Mainstream Media Channels
Source: Pew Internet

17. 17
Analog Dollars to Digital Pennies
Source: Newspaper Association of America

18. 18
Law of Diminishing Returns
Source: Paper Cuts

19. 19
Ad Spending Trends

20. 20
White Light Experience

21. 21
Pressroom
Print Photo Electronic
Pressroom Analogy

22. 22
Internet
Print Photo Electronic
Internet Analogy

23. 23
Traditional vs. Online is like Cash vs. Card

24. 24
Web Gave Life to New Media
Email
SEO
Websites

25. 25
Outbound Communications

26. 26
New Media as Mass Media
Photo by Adulau

27. 27
But Social Media is Mass Intimacy

28. 28
Web Gets Social
Microblogging
Email
SEO
Blogs/Podcasts
Content Social
Networks
Websites
Pure Social
Networks
Monitoring

29. 29
Web Gets Easy

30. 30
Photo by Spackletoe
Web is Direct
• Content’s claim to the crown
• User experience shapes reputation
• Should be self-service
• Flash, PDFs, UI, navigation
• Ease of use drives adoption
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation

31. 31
How Will You Get Through the Filter?
Source: Sit or Squat
search reviewfilter share

32. 32
What You Say vs. What You Do
Whopper Big Mac SubwaySource: This Piggy Blog

33. 33
Business Case: Encourage P2P Communications
Whopper Big Mac Subway

34. 34
Customer Service Rep as Spokesperson

35. 35
Unintended Consequences

36. 36
Retention Training Manual Leaked

37. 37
Peers are Trusted

38. 38
How Can You Crowd Source Your Efforts?

39. 39
Can You Crowd Source During a Crisis?

40. 40
Privacy Concerns Declining

41. 41
Reporters are Everywhere Now

42. 42
How Will You Read the Tea Leaves?

43. 43
There’s a Revolution Underway
RevolutionaryAristocratEisner Lassiter

44. 44
Blogs/Podcasts
Pure Social
Networks
Content Social
Networks
Monitoring
Microblogging
Social Media
Discoverability and Amplification
Email
SEO
Websites
New Media

45. 45
Matching Social Media to Corporate Culture
• Get at ROI
of social
media
• Implement
social media
policy &
training
• Satisfy audit
trails
• Channel
social media
through PR
Strict
Management
Oversight
Regulatory
Oversight
Embraces
Change
Exploratory
and Curious

46. 46
The Business Case: Google “Sucks” Test

47. 47
The Business Case: Real Time Results

48. 48
The Business Case: Build a Coalition

49. 49
Business Case: Position Social Media as Extension
Listorious shows over 200 USA Today reporters, 243 New York Times
reporters and more than 100 Wall Street Journal reporters on Twitter.

50. 50Source: Altimeter Group
Social Media Marketing Adoption in Business

51. 51
Social Media Marketing Adoption in
Business
Source: Altimeter Group

52. 52
Social Media Marketing Adoption in Business
Source: Altimeter Group

53. 53
Social Media Marketing Adoption in Business
Source: Altimeter Group
• Monitoring conversations
• Defending the brand
• Real time campaign course correction
• Social media interactions from real world events

54. 54
Social Media Marketing Adoption in Business
• Monitoring conversations
• Defending the brand
• Real time campaign course correction
• Social media interactions from real world
events

55. 55
Transparency Fosters Empathy
Source: US Federal Government

56. 56
Data Visualization
Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient

57. 57
Social Network for Election Monitoring

58. 58
Ambiguity Fosters Skepticism

59. 59
Opacity Breeds Hate

60. 60
Control vs. Credibility

61. 61
End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Electronic Freedom Foundation

62. 62
Morning Break

63. 63
It’s Time to Play…
Who Wants
to be a
Social
Media
Research
Rock Star?

64. 64
Digital Penetration vs. MSM
Source: TNS Digital Life Study, Oct. 10, 2010

65. 65
Social Networking is Truly Mass Market
Source: TNS Digital Life Study, Oct. 10, 2010

66. 66
How People Access the Internet
Source: TNS Digital Life Study, Oct. 10, 2010

67. 67
What Activities People Do Most Online with Who
Source: TNS Digital Life Study, Oct. 10, 2010

68. 68
Time Spent Online
Source: TNS Digital Life Study, Oct. 10, 2010

69. 69
Nigeria vs. Saudi Arabia
Source: TNS Digital Life Study, Oct. 10, 2010

70. 70
Uganda vs. UAE
Source: TNS Digital Life Study, Oct. 10, 2010

71. 71
Estonia vs. USA
Source: TNS Digital Life Study, Oct. 10, 2010

72. 72
Digital Lifestyles
Source: TNS Digital Life Study, Oct. 10, 2010

73. 73
Digital Lifestyles by Geography
Functionals Aspirers Networkers
Knowledge Seekers Communicators Influencers

74. 74
In the Emerging World, Digital is New
Source: TNS Digital Life Study, Oct. 10, 2010

75. 75
In the Emerging World, Digital is a Form of Freedom
Source: TNS Digital Life Study, Oct. 10, 2010

76. 76
The Developing World is MORE Engaged
Source: TNS Digital Life Study, Oct. 10, 2010

77. 77
Social Networking vs. Email
Source: TNS Digital Life Study, Oct. 10, 2010

78. 78
PSNH Case Study: Process Detail

79. 79
Organizational
Communications
Destination WebsiteTwitter &
Facebook
YouTube &
Flickr
News Media Constituents
Operational Framework for Social Media Engagement

80. 80
Social Media Content/Sharing Strategy
Conference Call,
Speech or Event
MP3 
Podcast
Text Transcript
 Blog Post
PowerPoint 
SlideShare
Video 
Webcast &
YouTube

81. 81
Lunch Break: 1 Hour

82. 82
Media is Filtered for Us

83. 83
Social Media is Unedited
Brian Solis

84. 84
We Edit Social Media Ourselves
“It’s not information overload, it’s filter failure.”
Clay Shirky, author, Here Comes Everybody

85. 85
Find Relevant Keywords

86. 86
Find Relevant Keywords

87. 87
Finding Relevant Keywords

88. 88
Finding Relevant Keywords

89. 89
Finding Relevant Tweets by Geolocation

90. 90
Finding Relevant Tweets by Geolocation

91. 91
Complex Queries

92. 92
• Company
• Services
• Professional
• Best
• Top
• Leading
• Internet
• Organization
• Marketing
• Business
• Solution
• Online
• City Name
• Surrounding Suburbs
• State (including
abbreviations NYC, IL,
FL, WA, etc.)
• County Name
B2B Modifiers
• RFP
• RFI
• Bid
• Quote
• Rates
• Pricing
• Deals
• Affordable
• Offers
• Packages
• Quality
• Cheap
Private Sector Keyword Modifiers

93. 93
Validating Regional Interests with Search

94. 94
RSS Readers
Leveraging RSS:
1. Browsers
2. Web-based readers
3. Desktop-based readers
4. Email clients

95. 95
Google Reader

96. 96
Demo: Social Media Monitoring Dashboard

97. 97
Demo: Search a Keyword in Google News
Locate the RSS Icon
at the Bottom of the
Google News Search
Results

98. 98
Demo: Add the RSS Feed URL to Google Reader

99. 99
Live Demo: Add RSS feed to Google Reader
Clicking “Add a subscription” button
opens field to insert URL of RSS Feed

100. 100
Demo: Add RSS feed to Google Reader
Google News Feed Loaded in
Google Reader

101. 101
Demo: Monitor Blogs with RSS
Back to Google News  more  Blogs

102. 102
Demo: Convert Blog Search Results to RSS
Click the RSS option
to subscribe to these
search results in
Google Reader

103. 103
Demo: Convert Blog Search Results to RSS
Copy the URL of
the web page on
which the RSS
feed is displayed

104. 104
Demo: Enter RSS feed in Google Reader
Paste the Blog Search Results URL into
the “Add a subscription” pop-up field

105. 105
Demo: News and Blog RSS Feeds in Google Reader
Google Blog Feed Loaded in Google Reader

106. 106
Demo: Monitoring Twitter
Convert Twitter
Search Results
to RSS

107. 107
Demo: Subscribe to a Twitter RSS Feed
Paste the Twitter Search Results RSS Feed URL into the “Add a
subscription” pop-up field

108. 108
Demo: Subscribe to a Wikipedia Article

109. 109
Demo: Wikipedia RSS feed in Google Reader
Edits to the Wikipedia article appear in real time
Edits by Anonymous Users

110. 110
Demo: Monitoring Online Forums in Google Reader
Show Tools link in Menu
Bar Opens RSS Option

111. 111
Demo: Monitoring Online Forums in Google Reader
Forums RSS
Feed Loaded in
Google Reader
Click “Manage
subscriptions”
link to put feeds
into folders

112. 112
Demo: Managing Subscriptions in Google Reader
Select “Add to folder”  “Cheonan”

113. 113
Demo: Managing Subscriptions in Google Reader
Select “Add to folder”  “New folder”

114. 114
Demo: Cheonan Folder Added to Google Reader

115. 115
Case Study: Marriage of Marketing and Customer Service
http://www.youtube.com/watch?v=InrOvEE2v38

116. 116
What Head’s Up is Talking About

117. 117
Radian6 Dashboard

118. 118
Case Study: Social Media Dashboard Findings
Cairo Speech “Obama” Peak “Freedom” Peak

119. 119
Afternoon Break
http://ontherecordpodcast.com/pr/otro/prsa-podcast-white-house-press-secreataries.aspx

120. 120
Community Mapping

121. 121
Social Bookmarking

122. 122
Titles Tags Appear in Bookmarks and Favorites

123. 123
Benefits of Sharing
1. Access saved links from anywhere
2. Share saved links privately or publicly
3. Use social intelligence to find info online

124. 124
Exercise: Social Bookmarking the Blogosphere
1. Create Delicious account
2. Log in
3. Save a Bookmark
4. Choose a Tag to Index the Blog

125. 125
Communicator’s Guide to Twitter
Source: Current TV

126. 126
Twitter is Now
finds what’s already happened
finds what’s happening now

127. 127
Twitter is Public Record

128. 128
Twitter is News
Source: Examiner.com

129. 129
Tweet is a Signal Flare

130. 130
Twitter is Immediate
TwitPic of Missing Girl
Trending Topic Selected
ReTweet Volume
Over Time
Trending Topics Daily
Trending Keywords

131. 131
Twitter is Empowers Individuals

132. 132
Twitter is Discoverable

133. 133
Twitter is Revolutionary
ReTweeting Fake
Tweets

134. 134
“ '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,"
Why Twitter Works
Excerpted from Twitterville by Shel Israel

135. 135
Demo: Twitter & Mapping Communities

136. 136
HootSuite

137. 137
Dangers of Syndication

138. 138
Social Media Management Platforms
Source: Jamie Beckland, White Horse

139. 139
Intro to Facebook

140. 140
Mapping Facebook Communities

141. 141
The Value of Social Networks
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.

142. 142
Case Study: Movements.org

143. 143
Case Study: Movements.org

144. 144
See You Tomorrow
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
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