Social Media Boot Camp

EricSchwartzman

Day One - August 18 2010

2

Housekeeping

bull Introductory immersion

bull New vocabulary

bull Agenda

bull Slide numbers

bull Digital handouts

3

Times Are Changing

4

Mayor Jerry Brown

Britney Spears

News Media Addict

Star Wars 30th Anniversary

Pussycat Dolls

Academy Awards

5

Message Map

Data Points

Overarching Message

Supporting Messages

6

Mainstream Media Training

7

Plenty of Options

Public Affairs

CustomerRelations

Investor Relations

Labor Relations

Community Relations

Industry Relations

Media Relations

Analyst Relations

Public Relations

8

Media Relations

Mass Media Addict

Television Magazines

Radio

Newspapers

9

Junket Junkie

10

Controlled Communications

11

Conforming to News Cycles

Photo by Olivander

12

News Break Strategy

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

13

Scoring Ink

14

Illusion of Control

15

Web Surpasses Mainstream Media Channels

Source Pew Internet

16

Law of Diminishing Returns

Source Paper Cuts

17

Ad Spending Trends

18

News Topics Americans Explore Online

Source Pew Internet

Percentage of internet users who get news and information online by topic

Whatrsquos the National News Impact

19

News Sites American Explore Online

Source Pew Internet

Percentage of internet users who sited each type of site as their favorite

20

White Light Experience

21

Evolution of Media

22

Web Gave Life to New Media

Email

SEO

Websites

23

Outbound Communications

24

Consequences on Shotgun Communications

25

New Media as Mass Media

Photo by Adulau

26

Control through Stridence

27

Web Gets Social

Microblogging

Email

SEO

BlogsPodcastsContent Social

Networks

Websites

Pure SocialNetworks

Monitoring

28

Web Gets Easy

29

Photo by Spackletoe

Web Gets Convenient

bull Contentrsquos claim to the crown

bull User experience shapes reputation

bull Should be self-service

bull Flash PDFs UI navigation

bull Ease of use drives adoption

Evolution of Customer Experience

Usability Expert Jakob Nielsen on User Experience and Reputation

30

How Will You Get Through the Filter

Source Sit or Squat

search reviewfilter share

31

User Experience is Conversation

User Ratings on Comments

Social Search

32

New Watch Words Transparency amp Authenticity

33

Customer Service Rep as Spokesperson

34

Unintended Consequences

35

Retention Training Manual Leaked

36

Getting through the Filter

37

What You Say vs What You Do

Whopper Big Mac SubwaySource This Piggy Blog

38

Higher Power Social Antibodies

Whopper Big Mac Subway

39

No Secrets

40

Crowdsourcing Triangulating Truth

41

Crowd Sourcing through Qualified Queries

42

Social Media Conversations

43

Rep

utatio

n

Mainstream News Media

Conversations Shape Reputation

Source Shel Holtz

44

MSM Becomes the Second Draft

45

Rethink the Media Opp

Photo by Leo Reynolds

Brian Stauffer

46

90 Million Photo Journalists

Source Twitpic

47

Conversations are Intimate

Source Universal McCann

48

Edgework

Source Cobalt123

49

Everyone Needs Guidance

People ProcessPolicy Technology

50

Celebrated Social Media Policy

51

Policy Elements

Social Media Policy

Transparency of Public

Information

Respectfulness

Privacy

Confidentiality

Diplomacy

DisclaimersConflict

Resolution

Crisis Considerations

Legal Matters

IT Policy

Penalties

52

Guidance from the Air Force [PDF]

53

Photo by o0besesed

Social Media is a Team Sport

54

Scale through Training

55

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

Exclusives amp Embargos are a Foolrsquos Game

Bloggers Podcasters

56

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

57

Series of Decisions

Brian Solis

58

Social Media Squatters

Source namechk

59

Morning Break

60

Unwritten Rules

61

Welcome to the Revolution

RevolutionaryAristocratEisner Lassiter

62

Learning the New Rules of Engagement

63

Photo by John Trainor

Do You Want to be Targeted

64

Photo by Stu Spivack

Bring Milk and Cookies

Inspired by ldquoTwittervillerdquo

65

Submit your attention

66

Play Nice

67

Participate

68

Chose Your Congregation Wisely

Inspired by ldquoTwittervillerdquo ndash Pg 51

Invest time looking for fence sitters who express themselves in social media --doubters who might be turned into believers through conversation

by Beth Rankin by Glen Kirk by lilrsquobear

69

Pseudo-Anonymity

70

Send People Away

Photo by Crawfish Head

Inspired by ldquoTwittervillerdquo

71

Respond to Requests

From ldquoTrust Agentsrdquo ndash Pg 197

Photo by spaceamoeba

72

Market Inbound Customers

1 2

3 4

73

Humanize at Your Own Risk

Scale by Adding team

Members

74

Profile Pictures are Important

75

Get Personal

76

News Isnrsquot Always Good

77

Be Transparent

78

Donrsquot Segment

79

Engaging through Social Media

Inspired by ldquoTrust Agentsrdquo ndash Pg 197

Think Conversational

Rather than Solicitous

80

Apply Leverage by Mixing Transmission Signals

Inspired by ldquoTwittervillerdquo

81

Learn the Three Arsquos

From ldquoTrust Agentsrdquo ndash Pg 197

Acknowledge Apologize Act

82

Social Media Strategy

83

Internet Usage Adults

84

Internet Usage Teens

85

How We Spend Time Online

86

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Channel Map

Email

SEO

Websites

New Media

87

Online Demographics

88

Conversations have Demographics

Generation Gap

Source Forrester Research

89

Conversations are Media

Source 2010 Edelman Trust Barometer

90

Media is Filtered for Us

91

We Filter the Web Ourselves

92

Filtering Blogs

93

Filtering Twitter

Keyword surfaces Hashtag

94

Filtering Facebook

95

Filtering YouTube

Sort by view count to identify most popular content

Use ldquoquotesrdquo for an exact phrase match

Mapping YouTubersquosldquoEarly Childhood Educationrdquo community

96

Filtering with User Ratings

Inspired by ldquoTrust Agentsrdquo ndash Pg 197

97

Filtering with Comments

Cause as online social object

Donor commenting

Inspired by ldquoTwittervillerdquo

98

Filtering with User Ratings of Anti Social Sites

Social browser widget

Website as online social object

99

Customer Experience Spills Over into Social Media

100

Good Friends Donrsquot Just Talk ndash They Listen Too

101

Page Rank is the New PR

102

Searching for Sentiment

love lsquoemhellip hellipor hate lsquoem

103

Lunch

104

Email

Source Universal McCann

105

Direct Communications Coping with Attention Deficits

106

Links vs Attachments

107

Email Resource Sending Large Files

108

Email Risks

109

Email Risks Blogger Fights Back

unique visitor to lifehackercom

110

Reverse Engineering Media Contact Lists

111

Jedi List Synchronization

112

The Heart of Online Communications

113

Transparency Fosters Empathy

Source US Federal Government

114

Data Visualization

Source httpwwwrecoverygovTransparencyRecipientReportedDatapagesRecipientReportedDataMapaspxState=ILampdatasource=recipient

115

Ambiguity Fosters Skepticism

116

Opacity Breeds Hate

117

Control vs Credibility

118

End of Segmentation

ldquoThe Internet interprets censorship as damage and routes around itrdquo

John Gilmore Co-Founder

Electronic Freedom Foundation

119

Online Newsroom as Home Base

120

Encourage Walk In Traffic

Website

121

Engagement Increases the Number of Entry Points

Website

Blog

FB Fan Page

Twitter

Podcast

YouTube

122

Social Media Expands Your Footprint amp Network

Website

Blog

FB Fan Page

Twitter

Podcast

YouTube

Linkedin

Slideshare

123

Why Your Websitersquos So Important

124

Making Online News Scanable

125

Main

Nav b

y T

op

icS

ub

Nav f

or

Med

ia

Column 1 Column 2 Column 3 Column 4

Lead Story with Clickable Thumbnail

Logical Path

Headline

Thumbnails in Index

Site Search

Press Info

Subscriptions

Sub HeadlinePrimary Emphasis

Ho

t To

pic

s

Secondary Emphasis

Online Newsroom Design

126

Subscription Kiosk with RSS Email and Sharing

The Subscription Kiosk should be used as a function element on every page within the online newsroom

Subscription Kiosks

127

Clickable RSS Text and Icon

Step One ndash Visitor clicks the RSS text or icon

Subscription Kiosks - RSS

128

Category Feed

Sub Category Feed

Sub Category Feed

Generates Custom RSS Feed

Help Screen

Subscription Kiosks ndash Custom Feeds

129

Step Threendash Branded icons help visitors move their subscriptions into their RSS reader of choice subscribe via browser or view a raw feed

One Click Subscription to Google Reader or iGoogle

Subscribe via Internet Explorer or Firefox

View Raw RSS Feed

Close Option

Subscription Kiosks ndash One-Click Import

130

Clickable Alerts Text and Icon

Step One ndash Visitor clicks the Alerts text or icon

Subscription Kiosks ndash Email Alerts

131

CAPTCHA Code function with audio accessibility for visually impaired visitors

Subscriber enters email address

Confirmation message

Subscription Kiosks ndash Email CAPTCHAs and Confirmations

132

Step Threendash Visitor clicks on an unique hyperlink sent to the registered email address from the newsroomrsquos domain

Unique URL

Email Sent from Online Newsroom Domain

Subscription Kiosks ndash Email Authentication Links

133

Subscription Kiosks ndash Email Category and Sub Categories

134

Clickable Share Text and Icon

Step One ndash Visitor clicks the Share text or icon

Subscription Kiosks - Sharing

135

Clickable Share Text and Icon

Forward via Email

Format to Print

Page Title Website Category Publisher (Specific to General)

Facebook CAPTCHA

Permalink

Subscription Kiosks ndash Sharing via Social Networks

136

Optional Comments Field

CAPTCHA

Recipientrsquos Email

Subscription Kiosks ndash Sharing via Email

User Comment

Page Title URL

137

Searches ldquoArea of Expertiserdquo field (manually entered)

Expert Database Search Results

Paginated Results

Newsroom Links

Expert Detail Page

Sort By Option

Thumbnail Image

Experts Database

138

Unfiltered News Source

139

Black Box

Standard Homepage

Background Image

No Background Image

Crisis Footer

Standard Footer

Black Box Homepage

Crisis Communications Template

140

Online Crisis Communications ndash Demand Spike

141

Social Distributed Problem Solving

142

Blog Design

Source Dickson Fong

143

Anatomy of the Blog Blogs and Blog Posts

BlogHomepage

Blog Post

Blog Post

Blog Post

Homepage

Author Date

144

Anatomy of the Blog Permalinks

Permalink

145

Anatomy of the Blog Feeds Site and Social Search

Blog Search

Social Search

Top Rated

RSS Feed

146

Anatomy of the Blog Hyperlinks

Hyperlink

Hyperlink

Hyperlink

147

Anatomy of the Blog Comments

148

Anatomy of the Blog Comment Moderation

Consider adding information about turn around time

149

Anatomy of the Blog Comment Moderation

Consider adding moderation policy hyperlink

150

Anatomy of the Blog Blog Rolls

Blog Roll

Blog Roll

Community Mapping Opportunity

151

Anatomy of the Blog Widgets

Widget

Widget

Widget

152

Astroturfing

153

Cory Doctorowrsquos Blogger Relations Tips

bull Have a link

bull Have a permanent link

bull Have a link for everything

bull Avoid flash sites

bull Avoid PDFs

bull Make video downloadable and streamable

bull Put your URL on your images

bull Linking policies are ridiculous

bull Specify credit and usage rights

bull Send suggestions by the preferred means

154

Blogger Relations to Drive Media Relations

bull Top 100 blogs

bull Hyperlocal blogs

bull Corporate blogs

155

Case Study Rock-Ola

156

Corporate Blogs

Source Monsanto Blog

157

Unfiltered Conversation

158

Messaging through Sneeze Posts

Source Monsanto Blog

159

Case Study Blog Storm

160

Case Study Blog Storm

161

Case Study Blog Storm

Lessons Learned

bull Acknowledge immediately on website or blog

bull Identify influential bloggers in advance

bull Cultivate an inner circle of influential bloggers

162

Origins of Blogging at DoD

163

Open Tag - lt gtClose Tag - lt gt

Anatomy of the Blog RSS

164

New Media Monitoring

Leveraging RSS

1 Web-based readers

2 Desktop-based readers

3 Email clients

165

Live Demo Using Google Reader

166

Demo Social Media Monitoring Dashboard

167

Demo Search a Keyword in Google News

Locate the RSS Icon at the Bottom of the Google News Search Results

168

Demo Add the RSS Feed URL to Google Reader

169

Live Demo Add RSS feed to Google Reader

Clicking ldquoAdd a subscriptionrdquo button opens field to insert URL of RSS Feed

170

Demo Add RSS feed to Google Reader

Google News Feed Loaded in Google Reader

171

Demo Monitor Blogs with RSS

Back to Google News more Blogs

172

Demo Convert Blog Search Results to RSS

Click the RSS option to subscribe to these search results in Google Reader

173

Demo Convert Blog Search Results to RSS

Copy the URL of the web page on which the RSS feed is displayed

174

Demo Enter RSS feed in Google Reader

Paste the Blog Search Results URL into the ldquoAdd a subscriptionrdquo pop-up field

175

Demo News and Blog RSS Feeds in Google Reader

Google Blog Feed Loaded in Google Reader

176

Demo Monitoring Twitter

Convert Twitter Search Results to RSS

177

Demo Subscribe to a Twitter RSS Feed

Paste the Twitter Search Results RSS Feed URL into the ldquoAdd a subscriptionrdquo pop-up field

178

Demo Subscribe to a Wikipedia Article

179

Demo Wikipedia RSS feed in Google Reader

Edits to the Wikipedia article appear in real time

Edits by Anonymous Users

180

Demo Monitoring Online Forums in Google Reader

Show Tools link in Menu Bar Opens RSS Option

181

Demo Monitoring Online Forums in Google Reader

Forums RSS Feed Loaded in Google Reader

Click ldquoManage subscriptionsrdquo link to put feeds into folders

182

Demo Managing Subscriptions in Google Reader

Select ldquoAdd to folderrdquo ldquoCheonanrdquo

183

Demo Managing Subscriptions in Google Reader

Select ldquoAdd to folderrdquo ldquoNew folderrdquo

184

Demo Cheonan Folder Added to Google Reader

185

Demo Sharing from Reader to Facebook amp Twitter

186

Demo Sharing from Reader to Facebook amp Twitter

187

New Media Notifications

188

Afternoon Break

189

Intro to Micro Blogging

Source Current TV

190

Twitter as a News Source

Source Examinercom

191

Tweet as SOS

192

No Other Media Does This

TwitPic of Missing Girl

Trending Topic Selected

ReTweet Volume Over Time

Trending Topics Daily

Trending Keywords

193

Or this

194

Twitter Value Proposition

finds whatrsquos already happened

finds whatrsquos happening now

195

Twitter Value Proposition

Immediate many-to-many communications

Information as social object

196

ldquo 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

Twitter Value Proposition

Excerpted from Twitterville by Shel Israel

197

Twitter is Public Record

198

Anatomy of Twitter

Since the last browser refresh

Number of unused characters

The Tweets of everyone Irsquom following

Tweet Field

199

Anatomy of Twitter replies ReTweets amp Trends

My reply in full view of others

Where to find your replies

Tweet directed to me in full view of

others

Most popular terms on Twitter right now

Distribute this Tweet to my followers

200

Science of Retweets

Source Dan Zarella

201

Twitter Hashtags

202

Twitter Hashtags

203

Twitter Hashtags

204

Anatomy of Twitter Direct Messages or DMs

Where I find my DMs

Private conversation between me and Steve

To minimize spam I can only DM

someone following me

205

Anatomy of Twitter Favorites

Tweets Irsquove Favorited

Where my Favorites are

206

Anatomy of Twitter Following

Lists

Options

Tweeters Irsquom Following

Expanded View Option

207

Anatomy of Twitter Followers

Followers Irsquom Following

Tweeters Following me

List View Option

Click ldquofollowersrdquo to view everyone yoursquore following

208

Anatomy of Twitter Aesthetics

Where to change the look of your Twitter webpage

Choose a standard design

Upload a custom

background

Where to find your settings

209

Anatomy of Twitter Apps

Twitter Apps Installed

Where to find your installed apps

210

Twitter App Store

211

Popular Twitter Apps Bitly Link Shortener

212

Measuring Inbounds Visits from Twitter

213

ldquoBack Endingrdquo Tweets

214

Official Twitter Account

215

Fake Twitter Account

216

SearchTwittercom

Geography

Where to find your settings

217

Results are a Real Time Focus Group

bull Larger sample sizebull Nonstop feedbackbull Always up to datebull No margin of error

218

Brand vs Personal Accounts

Conversations are Owned

Team Tweeters

News Stands Alone

219

Follow the Bread Crumbs

ReTweeting Fake Tweets

220

How NOT to Attract Followers

Show Yourself

Donrsquot Follow People Before You Have

Tweets

221

Assessing Who to Follow

Any Favorites

Is the Photo Real

Whatrsquos the following to

followers ratio

222

Assessing Who to Follow

Whatrsquos the following to followers ratio

Check the Twitter Userrsquos Favorites

223

Assessing Who to Follow

User Attracts Follower by Following

224

Assessing Who to Follow

Check for replies

Ratio Indicates High Degree of Influence

225

Twitter Client TweetDeck

226

Case Study Crowd Sourcing Customer Service on Twitter

227

HootSuite

228

Tweets via RSS

229

Dangers of Syndication

230

Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons

Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30