Social Media Boot Camp

San Francisco

EricSchwartzman

April 28 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 DollsAcademy 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

Analog Dollars to Digital Pennies

Source Newspaper Association of America

17

White Light Experience

18

Evolution of Media

19

Web Gave Life to New Media

Email

SEO

Websites

20

Outbound Communications

21

Consequences on Shotgun Communications

22

New Media as Mass Media

Photo by Adulau

23

Control through Stridence

24

Web Gets Social

Microblogging

Email

SEO

BlogsPodcastsContent SocialNetworks

Websites

Pure SocialNetworks

Monitoring

25

Web Gets Easy

26

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

27

People Start Having Conversations

28

Rep

uta

tion

Mainstream News Media

Conversations Shape Reputation

Source Shel Holtz

29

MSM Becomes the Second Draft

30

New Watch Words Transparency amp Authenticity

31

Customer Service Rep as Spokesperson

32

Unintended Consequences

33

Retention Training Manual Leaked

34

Getting through the Filter

35

What You Say vs What You Do

Whopper Big Mac SubwaySource This Piggy Blog

36

Higher Power Social Antibodies

Whopper Big Mac Subway

37

No Secrets

38

Citizen Journalism Triangulating Truth

39

Crowd Sourcing through Qualified Queries

40

How Will You Get Through the Filter

Source Sit or Squat

search reviewfilter share

41

User Experience is Conversation

User Ratings on Comments

Social Search

42

Rethink the Media Opp

Photo by Leo Reynolds

Brian Stauffer

43

90 Million Photo Journalists

Source Twitpic

44

For Immediate Discovery

Transparency expectations

Patience thresholds

Listen

Anticipate

Respond

Photo by Juandazeng

45

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

46

Conversations are Media

Source 2009 Edelman Trust Barometer

47

We Listen Through Keywords and Phrases

48

Filter Blog Posts

49

Filter Twitter Conversations

Keyword surfaces Hashtag

50

Filter Facebook Communities

51

Filter YouTube Videos

Sort by view count to identify most popular content

Use ldquoquotesrdquo for an exact phrase match

Mapping YouTubersquosldquoEarly Childhood Educationrdquo community

52

Encourage Walk In Traffic

Website

53

Engagement Increases the Number of Entry Points

Website

Blog

FB Fan Page

TwitterPodcast

YouTube

54

Social Media Expands Your Footprint amp Network

Website

Blog

FB Fan Page

TwitterPodcast

YouTube

Linkedin

Slideshare

55

Network Effect of Social Media Engagement

Source namechk

56

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

Exclusives amp Embargos are a Foolrsquos Game

Bloggers Podcasters

57

New Trustworthies

Source 2009 Edelman Trust Barometer

58

Photo by John Trainor

They Donrsquot Want to be Targeted

59

Photo by o0besesed

They Want to Play Ball

60

Morning Break

61

New Rules of Engagement

62

Play Nice

63

Submit your attention

64

Participate

65

Democratize

66

Pseudo-Anonymity

67

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

68

Profiles Informality Drives Conversation

69

Photo by Stu Spivack

Bring Milk and Cookies

Inspired by ldquoTwittervillerdquo

70

Itrsquos Okay to Get Personal

71

Send People Away

Photo by Crawfish Head

Inspired by ldquoTwittervillerdquo

72

Respond to Requests

From ldquoTrust Agentsrdquo ndash Pg 197

Photo by spaceamoeba

73

Social Media is Inbound

1 2

3 4

74

Learn the Three Arsquos

From ldquoTrust Agentsrdquo ndash Pg 197

Acknowledge Apologize Act

75

Engaging through Social Media

Inspired by ldquoTrust Agentsrdquo ndash Pg 197

Think Conversational

Rather than Solicitous

76

Customerrsquos Shoot Back

Inspired by ldquoTrust Agentsrdquo ndash Pg 197

77

Customerrsquos Shoot Back

Cause as online social object

Donor commenting

Inspired by ldquoTwittervillerdquo

78

Customerrsquos Shoot Back

Inspired by ldquoTwittervillerdquo

79

No Where to Hide from Social Media

Social browser widget

Website as online social object

80

Customer Experience Spills Over into Social Media

81

Good Friends Donrsquot Just Talk ndash They Listen Too

82

Good Friends Arenrsquot Bossy

83

Good Friends are Straight with You

Conversations are Owned

Team Tweeters

News Stands Alone

84

Trustworthies Convey the Good amp the Bad

85

Apply Leverage by Mixing Transmission Signals

Inspired by ldquoTwittervillerdquo

86

Humanize at Your Own Risk

Scale by Adding team

Members

87

Scale through Social Media Training

88

Social Media Strategy

89

Professional Development Strategy

Source 2009 Digital Readiness Report

90

Online Demographics

91

Conversations have Demographics

Generation Gap

Source Forrester Research

92

New Media Driving Purchasing Decisions

Source Universal McCann

12

3

93

Page Rank is the New PR

94

Searching for Sentiment

love lsquoemhellip hellipor hate lsquoem

95

Conversations are Intimate

Source Universal McCann

96

Edgework

Source Cobalt123

97

Everyone Needs Guidance

People ProcessPolicy Technology

98

Celebrated Social Media Policy

99

Policy Elements

Social Media Policy

Transparency of Public

Information

Respectfulness

Privacy

Confidentiality

Diplomacy

DisclaimersConflict Resolution

Crisis Considerations

Legal Matters

IT Policy

Penalties

100

ROI of Trust

Source 2009 Edelman Trust Barometer

101

Revolution Rant

RevolutionaryAristocratEisner Lassiter

102

Series of Decisions

Brian Solis

103

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Channel Map

Email

SEO

Websites

New Media

104

Lunch

105

Email

Source Universal McCann

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

Direct Communications Coping with Attention Deficits

113

Email Newsletter Campaign Elements

1 Content Strategy

2 Frequency

3 Email lists

4 Email Newsletter Templates

5 Landing Pages

6 MeasurementReporting

114

The Heart of Online Communications

115

Content Marketing amp Social Networking

116

Transparency Fosters Empathy

Source US Federal Government

117

Transparency Fosters Empathy

Source httpwwwrecoverygovTransparencyRecipientReportedDatapagesRecipientReportedDataMapaspxState=ILampdatasource=recipient

118

Ambiguity Fosters Skepticism

119

Opacity Breeds Hate

120

Control vs Credibility

121

End of Segmentation

ldquoThe Internet interprets censorship as damage and routes around itrdquo

John Gilmore Co-FounderElectronic Freedom Foundation

122

Online Newsroom as Home Base

123

Making Online News Scanable

124

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 T

op

ics

Secondary Emphasis

Online Newsroom Design

125

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

126

Clickable RSS Text and Icon

Step One ndash Visitor clicks the RSS text or icon

Subscription Kiosks - RSS

127

Category Feed

Sub Category Feed

Sub Category Feed

Generates Custom RSS Feed

Help Screen

Subscription Kiosks ndash Custom Feeds

128

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

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

129

Clickable Alerts Text and Icon

Step One ndash Visitor clicks the Alerts text or icon

Subscription Kiosks ndash Email Alerts

130

CAPTCHA Code function with audio accessibility for visually impaired visitors

Subscriber enters email address

Confirmation message

Subscription Kiosks ndash Email CAPTCHAs and Confirmations

131

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

132

Subscription Kiosks ndash Email Category and Sub Categories

133

Clickable Share Text and Icon

Step One ndash Visitor clicks the Share text or icon

Subscription Kiosks - Sharing

134

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

135

Optional Comments Field

CAPTCHA

Recipientrsquos Email

Subscription Kiosks ndash Sharing via Email

User Comment

Page Title URL

136

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

137

Unfiltered News Source

138

PSNH Case Study Process Detail

139

Organizational Communications

Online NewsroomTwitter YouTube amp Flickr

News Media ConstituentsCustomerService

New Media Case Study PCNH

140

Black Box

Standard Homepage

Background Image

No Background Image

Crisis Footer

Standard Footer

Black Box Homepage

Crisis Communications Template

141

Online Crisis Communications ndash Demand Spike

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

Open Tag - lt gtClose Tag - lt gt

Anatomy of the Blog RSS

163

New Media Monitoring

Leveraging RSS

1 Web-based readers

2 Desktop-based readers

3 Email clients

164

Live Demo Using Google Reader

165

New Media Notifications

166

Afternoon Break

167

Intro to Micro Blogging

Source Current TV

168

Twitter as a News Source

Source Examinercom

169

Tweet as SOS

170

No Other Media Does This

TwitPic of Missing Girl

Trending Topic Selected

ReTweet Volume Over Time

Trending Topics Daily

Trending Keywords

171

Or this

172

Anatomy of Twitter

Since the last browser refresh

Number of unused characters

The Tweets of everyone Irsquom following

Tweet Field

173

Anatomy of Twitter replies ReTweets amp Trends

My reply in full view of othersWhere 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

174

Science of Retweets

Source Dan Zarella

175

Hashtagsorg

176

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

177

Anatomy of Twitter Favorites

Tweets Irsquove Favorited

Where my Favorites are

178

Anatomy of Twitter Following

Lists

Options

Tweeters Irsquom Following

Expanded View Option

179

Anatomy of Twitter Followers

Followers Irsquom Following

Tweeters Following me

List View Option

Click ldquofollowersrdquo to view everyone yoursquore following

180

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

181

Anatomy of Twitter Apps

Twitter Apps Installed

Where to find your installed apps

182

Twitter App Store

183

Popular Twitter Apps Bitly Link Shortener

184

Tweets via RSS

185

SearchTwittercom

Geography

Where to find your settings

186

Results are a Real Time Focus Group

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

187

How NOT to Attract Followers

Show Yourself

Donrsquot Follow People Before You Have

Tweets

188

Assessing Who to Follow

Any Favorites

Is the Photo Real

Whatrsquos the following to

followers ratio

189

Assessing Who to Follow

Whatrsquos the following to followers ratio

Check the Twitter Userrsquos Favorites

190

Assessing Who to Follow

User Attracts Follower by Following

191

Assessing Who to Follow

Check for replies

Ratio Indicates High Degree of Influence

192

Twitter Client TweetDeck

193

Case Study Crowd Sourcing Customer Service on Twitter

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

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