social media boot camp 20091107c
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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
Housekeeping
• Breaks and Lunch
• Cell PhonesCell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
• ID is @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
2
My Background and Experience
New Media Strategy Clients:•New Media Strategy Clients:
•New Media Training Clients:
•Online Communications Clients:
3
News Media Addict
Britney Spears
Pussycat DollsAcademy Awards
4
Mayor Jerry Brown
Star Wars 30th Anniversary
Message Map
Overarching Message
Supporting Messages
Data Points
5
Mainstream Media Training
6
Plenty of Options
Media Relations
CustomerRelations
Investor Relations
Public Affairs Labor RelationsPublic Relations
Community Relations
Industry Relations RelationsRelations
Analyst Relations
7
Mass Media Addict
Newspapers
Media RelationsTelevision Magazines
Radio
8
Junket Junkie
9
Controlled Communications
10
Conforming to News Cycles
11
Photo by Olivander
Scoring Ink
12
White Light Experience
13
Web Gave Life to New Media
Websites
SEO
14
Search and Reputation
112
3
15
Source: Universal McCann
Online Newsroomsy T
op
icy T
op
ic
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
ain
Nav
by
ain
Nav
by
Site SearchSite Search
Press InfoPress Info
Ma
Ma
av
for
dia
av
for
dia
SubscriptionsSubscriptions
Secondary E h iSecondary E h i
Su
b N
aM
ed
Su
b N
aM
ed
Lead Story with Lead Story with cscs
EmphasisEmphasis
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
HeadlineHeadlineHo
t To
pic
Ho
t To
pic
16
Logical PathLogical Path
Thumbnails in IndexThumbnails in Index
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
17Source: Universal McCann
Page Rank is the New PR
18
Discoverability and Amplification
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
19
Networks
Social Media
Tech Got Easy
• Content’s claim to the crown
• User experience and reputation
• Ease of Use and Adoption
Photo by Spackletoe• Participatory Platforms
20Evolution of Convenience
Downside of Easy
21
Social Media ConversationsR
ep
utta
tion
22Mainstream News Media
Source: Shel Holtz
News is the Frequent Updating of Information
23
Socialization
24
Participatory Communications
25
Citizen Journalism
26
Social Antibodies
27
Crowd Souring Photo Journalism
28
Source: Twitpic
Socially Distributed Problem Solving
29
Social Media Train Everyone
30
Surrender to the Edges
31
Source: Cobalt123
Guidance Transparency of Information Intended for
Public Release
RespectfulnessPenalties
PrivacyIT Policy
Social Media Policy ConfidentialityLegal Matters y ConfidentialityLegal Matters
DiplomacyCombat Considerations
32
DisclaimersConflict Resolution
SEO: For Immediate Discovery
33
Photo by Juandazeng
Managing Reputations through Search
34
Danger of Keeping Mum
35
Search Engine Optimization
36
Secret Formula
37
Optimization vs. Marketing
SEMSEM
SEO
38
First Rule of Search Engine Optimization
39
Search Gets Social
40Source: Wikipedia
Links as Third-Party Endorsements
h
41
• Anchor text• Target URL
Case Study: Tracking Inbounds
42
Case Study: Search Results
43
Case: Fewer Inbounds, Higher Rank?
44
Case Study: Evaluating Inbounds
45
Citation Indexing
SEOed Site
SEOed Press
Release
Landing Page
Wiki
News Hit
Blog Hit
Online Newsroom
PR
PR
PR
PR
PR
PR
46
PR
Keyword Discovery: Search Volume
47
Keyword Discovery: Taxonomy
48Source: Google Trends
Search Trends – Popular Language
49Source: America.gov
Examining Global Challenges by Region
50
Defining Global Challenges
51
Obama Effect
52
Keyword Discovery: Related Searches
53
Keyword Discovery: Wonder Wheel
54
Quantity vs. Quality
55
Blogs, Podcasts, RSS
56
Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Homepage
Blog PostAuthor/ Date
Blog Postg
Blog Post
57
Anatomy of the Blog: Permalinks
Permalink
58
Anatomy of the Blog: Anchor Text Hyperlinks
Hyperlink
Hyperlink
Hyperlink
59
Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
60
Anatomy of the Blog: Comments
61
Anatomy of the Blog: Comment Moderation
Consider adding information babout turn
around time
62
Anatomy of the Blog: Comment Moderation
Consider adding moderation policy hyperlinkhyperlink
63
Anatomy of the Blog: Moderation Challenges
64
Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
65
Anatomy of the Blog: Widgets
WidgetWidget
Widget
idWidget
66
Anatomy of the Blog: Subscriptions
RSS
67
Anatomy of the Blog: RSS
Open Tag - < >Close Tag - </ >
68
Exercise: New & Social Media Monitoring
Leveraging RSS:
1 Web based readers1. Web-based readers
2. Desktop-based readers
3. Email clients
69
Blogger Relations
70
Meet the Bloggers
71Source: Technorati
Blogs, Twitter and Facebook vs. MSM
72Source: Technorati
Collective Intelligence?
73
Submit your attention
74
Participate
75
Courtship matters
76
No Broadcast Distribution
77
Humanize
78
Astroturfing
79
You can’t buy passion
80
Set the record straight
81
Case Study: Rock-Ola
82
Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogsCorporate blogs
83
Online Reputation Management
84
Blog Crisis: Case Study
85
Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
Id if i fl i l bl i d• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
• One on one blogger relations impractical• One on one blogger relations impractical
86
Cory Doctorow’s Blogger Relations Tips
• Have a link
• Have a permanent linkHave a permanent link
• Have a link for everything
• Avoid flash sites• Avoid flash sites
• Avoid PDFs
• Make video downloadable and streamable• Make video downloadable and streamable
• Put your URL on your images
Li ki li i idi l• Linking policies are ridiculous
• Specify credit and usage rights
87
• Send suggestions by the preferred means
Three Steps to Measuring Blogger Influence
88
Source: Coca-Cola Conversation
Step 1: Inbound Links
89Source: Yahoo! Site Explorer
Step 2: Site Rank
90Source: Alexa
Step 3: Conversation Starters
91
Source: Blogpulse Conversation Tracker
Additional Measurement Resources
92Source: Social Mention
Additional Measurement Resources
93
Podcasting
Types of Podcasts:
A di d Vid• Audio and Video• Repurposed Electronic Media• Print MSM Extensions• Originally Produced• Originally Produced
94
Global Podcast Audience
95
Wave.3 Universal McCann Study 2008 [PDF]
Global Podcast Audience Growth
96
Wave.3 Universal McCann Study 2008 [PDF]
Finding Podcasts through Show Notes
97
iTunes Podcatcher
98
Distributing Through iTunes
99
Podcast in iTunes
100
State Dept. Podcasts in iTunes
101
State Dept. Daily Briefing Podcast in iTunes
102
RSS 2.0 with Enclosures
103
Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7
Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers b i i di b hi d th l k i t by giving audiences a rare, behind the scene look into one the world’s leading opera companies.
Strategy: Told through the perspective of the director of the ’ l t t d ti fil th l ti hi company’s latest production, profile the relationships
between the incomparable creative talents collaborating and the production process.
R lt LA O i th ld’ fi t t Results: LA Opera is the world’s first opera company to 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 , yReporter.
104
Case Study: APM Music
105
Case Study: APM Music
106
Case Study: APM Music
107
Case Study: APM Music
108
Case Study: Castrol
The Media Business: Editorial vs. Advertising
•NHRA Driver Ashley Force First
•Castrol Executives Second
109
Case Study: Starbucks
110
Case Study: Starbucks
111
Podcast Production
112
Podcast Production
113
Podcast Production
114
Podcast Production
115
Development and Production
Should you podcast?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
Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
117
Levelator
ID3 Tagging
118
Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
119
Implementation Recommendations
Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” Consider Offering a Best of Episode
120
Promoting Podcasts: Signature Blocks
121
Promotion Podcasts: Email Marketing
122
Promoting Podcasts: PNRs
123
Promoting Podcasts: SEOed Press Release
124
Promoting Podcasts: Industry Awards
125
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 U S Vi W t h d 6 4 H f O li Vid D i • Average U.S. Viewer Watched 6.4 Hours of Online Video During the Month.
126source: comScore
Online Video: Audience by Brand
127
Source: Nielsen Online [PDF]
Source: On the Record…Online
Direct to Consumers
128
Online Video: Marie Digby
129
Online Video: Marie Digby
130
Online Video: Marie Digby
131
Blog Response: Marie Digby
132
Blog Comments: Marie Digby
133
Online Video: Internal Communications
134
Online Video: Internal/External Communications
135
Video in Online News Rooms
136
Shooting Video: Streaming Gear
137
Shooting Video: Flip
138
Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
139
Shooting Video: High-End – Canon XL H1S
140
Video Editing Software – Windows Movie Maker
141
Video Editing Software – Mac iMovie
142
Centralized Online Video Distribution
143
Content Strategy: Live Online Broadcasting
144
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 newsy g
• News content vs. feature content
• More controlled/one-way channel• More controlled/one way channel
• Credibility and third-party validation
• Efficiency by leverage existing assets• Efficiency by leverage existing assets
• Unscripted and authentic
P d t l
145
• Podcast news releases
Intro to Micro Blogging
S C t TV
146
Source: Current TV
Twitter as a News Source
147Source: Examiner.com
Anatomy of a Microblog
148
Anatomy of a Microblog
External Communications
Media Relations
149
Anatomy of a Twitter Client: TweetDeck
150
Crowd Sourcing Customer Service on Twitter
151
We Do You Follow?
152
Anatomy of a Twitter: TweetChat
153
Hashtags.org
154
Determining Fact…
155
…from Fiction
Counter Twitters
156
FEMA: Closing the Credibility Gap
157FEMA Social Media Deep Dive Podcast
Tracking Twitter Favorites
158
Tracking Tweets by Geography
159
Twitter Case Studies
160
Global Social Networking by Brand
161
Source: Vinco’s Blog
US Social Networking by Brand
Facebook 78%•Facebook 78%•MySpace 42%y p•Linkedin 17%•Twitter 10%•Twitter 10%
162
Source: http://www.consumerinternetbarometer.us/
Global Social Networking Usage
163
Facebook by the Numbers
• 12x growth since opening to nonstudents in Sept. 2006
• 20m minutes spent in March 2008b• 6.4b minutes spent prior year
• Between 30m and 35m users• Microsoft paid $240m for 1.6%, $15b
value• $145m ad revenue in 2007$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 2008Fortune Magazine, May 26, 2008
164Source: Inside Facebook
Anatomy of Facebook
165
Anatomy of Facebook
166
Anatomy of Facebook: Fan Pages
167
Social Networking: Custom URLs
168
Social Networking: Facebook Company Pages
169
Social Networking: MySpace
Back End Front End
170
Back End Front End
Social Networking: Linked In
171
Professional Social Networking
172
Professional Social Networking
173
Social Networking: Linked In Groups
174
Social Networking: White Label Platforms
175
Social Networking: White Label PRSA Tech Site
176
Social Networking Client
177
Crowd Sourcing Global Issues with Google Trends
178
Hard Data
179
Hard Data on Discussions
180
Hard Data on Disturbances
181
3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year
Hard Data on Protests
182117,935 Facebook Supporters as of Oct. 6, 2009
Impact of Public Diplomacy
Cairo Speech “Obama” Peak “Freedom” Peakp
183
Government as a Platform
184
Geo Browsing Carbon Emissions by State
185
Control vs. Credibility
186
Hard Data is More Trustworthy than People
187
End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderJohn Gilmore, Co FounderElectronic Freedom Foundation
188
Google Sidewiki
189
Digg Dashboard
190
Digg Dashboard and Google Sidewiki
191
Build a Community
192
Educate and Inform
193
Promote Action
194
Data Visualization Sharing
195
Data Visualization Sharing
196
Data Visualization Sharing
197
Data Visualization Sharing
198
PSNH Case Study: Putting it All Together
199
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]
schwartzmanpr.com Website
ontherecordpodcast.com Podcastp
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
200
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