1. Social Media Training NOX - US Embassy, Athens Department of State Instructor: @ericschwartzmanOct. 5, 2009

2. Housekeeping Format Breaking Your Addiction SEO Blogs, Podcasts, RSS Twitter Open Platforms New Media & Democracy (if time permits) Overview Technical Problems Handouts (slide numbers and sources) Twitter ID: @ericschwartzman Hashtag: #gov202 3. My Background and ExperienceNew Media Strategy Clients:New Media Training Clients:New Media Communications Clients: 3 4. News Media AddictPussycat DollsAcademy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 4 5. Message Map Overarching MessageSupporting MessagesData Points 5 6. Mainstream Media Training 6 7. Plenty of Options Media Relations CustomerInvestor Relations Relations Public Affairs Labor RelationsPublic RelationsIndustry CommunityRelationsRelations Analyst Relations7 8. Mass Media AddictNewspapersTelevision Media Relations Magazines Radio 8 9. Junket Junkie 9 10. Controlled Communications 10 11. Conforming to News Cycles Photo by Olivander11 12. Scoring Ink 12 13. White Light Experience13 14. Web Gave Life to New Media WebsitesEmailSEO14 15. Online NewsroomsColumn 1 Column 2Column 3 Column 4 Main Nav by TopicPress InfoSite Search Subscriptions Sub Nav forSecondary MediaEmphasis Hot TopicsLead Story withClickableThumbnail Headline PrimaryLogicalThumbnails in Sub Headline Emphasis Path Index15 16. Email Source: Universal McCann16 17. Page Rank is the New PR 17 18. Discoverability and Amplification New Media WebsitesMonitoring Email MicrobloggingSEOContent Social Blogs/PodcastsNetworks Pure Social Networks Social Media18 19. Tech Got Easy Contents claim to the crown User experience and reputation Ease of Use and Adoption Participatory Platforms Photo by Spackletoe Evolution of Convenience19 20. Downside of Easy20 21. Social Media Conversations Rep u t at ion Mainstream News MediaSource: Shel Holtz21 22. News is the Frequent Updating of Information22 23. Socialization 23 24. Participatory Communications24 25. Citizen Journalism25 26. Social Antibodies 26 27. Crowd Souring Photo Journalism Source: Twitpic 27 28. Socially Distributed Problem Solving28 29. Social Media Train Everyone 29 30. Surrender to the Edges Source: Cobalt123 30 31. Guidance Transparency ofInformationIntended for Public Release PenaltiesRespectfulnessIT PolicyPrivacy Social Media Legal MattersPolicyConfidentiality Combat DiplomacyConsiderationsConflict Disclaimers Resolution 31 32. Search and Reputation123 Source: Universal McCann32 33. For Immediate Discovery Photo by Juandazeng 33 34. Optimization vs. Marketing SEMSEO34 35. First Rule of Search Engine Optimization35 36. Search Gets Social Source: Wikipedia 36 37. Links as Third-Party Endorsements Anchor text Target URL 37 38. Case Study: Tracking Inbounds 38 39. Case Study: Search Results39 40. Case: Fewer Inbounds, Higher Rank?40 41. Case Study: Evaluating Inbounds 41 42. Keyword Discovery: Search Volume42 43. Keyword Discovery: TaxonomySource: Google Trends43 44. Search Trends Popular Language Source: America.gov44 45. Examining Global Challenges by Region 45 46. Defining Global Challenges46 47. Obama Effect47 48. Impact of Public Diplomacy Cairo Speech Obama Peak Freedom Peak48 49. Keyword Discovery: Related Searches 49 50. Keyword Discovery: Wonder Wheel 50 51. Quantity vs. Quality51 52. Blogs, Podcasts, RSS52 53. Anatomy of the Blog: Blogs and Blog PostsHomepage Blog/HomepageBlog PostAuthor/ DateBlog PostBlog Post 53 54. Anatomy of the Blog: Permalinks Permalink 54 55. Anatomy of the Blog: Anchor Text HyperlinksHyperlinkHyperlink Hyperlink55 56. Anatomy of the Blog: Feeds, Site and Social SearchRSS Feed Blog Search Social Search Top Rated 56 57. Anatomy of the Blog: Comments 57 58. Anatomy of the Blog: Comment ModerationConsideraddinginformationabout turnaround time58 59. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 59 60. Anatomy of the Blog: Moderation Challenges60 61. Anatomy of the Blog: Blog RollsBlog RollBlog Roll61 62. Anatomy of the Blog: Widgets WidgetWidget Widget62 63. Astroturfing63 64. Cory Doctorows 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 64 65. Online Reputation Management65 66. Blog Crisis: Case Study 66 67. Case Study: Blog CrisisLessons Learned Acknowledge immediately on website or blog Identify influential bloggers in advance Cultivate an inner circle of influential bloggers One on one blogger relations impractical67 68. Podcasting Types of Podcasts: Audio and Video Repurposed Electronic Media Print MSM Extensions Originally Produced68 69. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF]69 70. Global Podcast Audience GrowthWave.3 Universal McCann Study 2008 [PDF]70 71. Finding Podcasts through Show Notes 71 72. iTunes Podcatcher 72 73. Distributing Through iTunes 73 74. Podcast in iTunes 74 75. State Dept. Podcasts in iTunes75 76. State Dept. Daily Briefing Podcast in iTunes76 77. Secretary Clintons Former Podcast in iTunes77 78. RSS 2.0 with EnclosuresPodcast Feed in Firefox 3 Podcast Feed in Internet Explorer 778 79. Anatomy of the Blog: RSSOpen Tag - < >Close Tag - > 79 80. Exercise: New & Social Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 80 81. PSNH Case Study: Putting it All Together81 82. Eric Schwartzman (310) 463-4026Phoneebs[at]schwartzmanpr[dot]comEmailschwartzmanpr.com Websiteontherecordpodcast.comPodcastspinfluencer.comBlogericschwartzman Friendfeed@ericschwartzmanTwitterfacebook.com/ericschwartzmanFacebook 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 82