www.socialmediabootcamp.com instructor Eric Schwartzman led this session at the Licensing Show in Las Vegas 2010.

1. Your Gateway to Online Audiences
New Media and Social Media:
Understanding New Communications Technologies
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0

2. Recovering News Junkie
Star Wars 30th Anniversary Academy Awards
Pussycat Dolls Salt Lake Olympics
Britney Spears 2

3. • What it was like
• What happened
• How it is now
3

4. Control Freak
Overarching
Message
Supporting
Messages
Data Points
4

5. Media Training
5

6. Word of Mouth Channels
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
6

7. Mass Media
Newspapers
Television Media Relations Magazines
Radio
7

8. Influence Peddling
8

9. Tools of the Trade
9

10. Mainstream News Media Cycles
Photo by Olivander
10

11. News Break Strategy
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
11

12. Score Ink
12

13. Addicted to the Illusion of Control
13

14. White Light Experience
14

15. Evolution of Media
15

16. Web Gave Life to New Media
Websites
Email
SEO
16

17. New Media as Mass Media
Photo by Adulau
17

18. Control through Stridence
18

19. Fax and Email
19

20. They’re Googling You
 3 billion – Daily searches on Google
 230 million – Americans with Net access
 93% -- Americans with high-speed Net access
 228 million – Americans with mobile phones
 1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
20

21. New Media Drives Purchasing Decisions
1
2
3
Source: Universal McCann
21

22. Clicks Instead of Clips
Source: Wikipedia
22

23. From Push to Pull
23

24. Getting Found through Search
24

25. New Media Got Social
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
25

26. It’s to Got be Easy
26

27. Minimize Friction
• Ease of use
• Content’s claim to the crown
• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use and Adoption
Photo by Spackletoe
Evolution of Customer Experience
27

28. Marketing Convenience with Apps
search filter review share
Source: Sit or Squat
28

29. User Experience Generates Conversation
Social Search
User Ratings on Comments
29

30. Brand Ownership Changed Hands
Source: This Piggy Blog
Whopper Big Mac Subway
30

31. Self Policing through Social Antibodies
Whopper Big Mac Subway
31

32. Citizen Journalism
32

33. No Secrets
33

34. No Where to Hide
Social browser widget
Website as
social object
34

35. Consumer Generated Photo Opp
Source: Twitpic
35

36. Rethink the Photo Opp
Photo by Leo Reynolds
36

37. Web Surpasses Mainstream Media Channels
Source: Pew Internet
37

38. Press Pool Evaporates (9,500 Jobs Lost in 2009)
Source: Papercuts
38

39. For Immediate Discovery
• Old methods stopped working
• Fewer news media opps to place
• Social media was immediate
•Reputations defined by conversations
Photo by Juandazeng
39

40. Social Cyber Squatting
Source: namechk
40

41. Business Case for Social Media
Source: 201o Edelman Trust Barometer
41

42. Single Point of Entry
Website
42

43. Multiple Points of Entry
FB Fan Page
Linkedin
Podcast
Twitter
Website
Blog
YouTube
Slideshare
43

44. Intimate Media vs. Crowd Sourcing
Source: Universal McCann
44

45. Edgework: Enterprise Wide Engagement
center
edges
world
Source: Cobalt123
45

46. Change Management
People Policy Process Technology
46

47. Policy Elements Transparency of
Public
Information
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy Confidentiality
Crisis
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
47

48. Instituting Corporate Policy
Dept. Risk Opportunity
HR Existing policy Goodwill with work
violations; policing force; recruiting
IT Information Reduce network and
security; data loss desktop support
requests
Legal Copyright, free Better corp.
speech, libel and oversight; tighter
audit trails controls
Marketing Aggravate brand Enable market to
fracture self-educate
Customer Service Perceived Reduce call center
productivity loss demand
PR Negligible Unfiltered
communications
PA Negligible ID opposition points
IR Selective disclosure Better shareholder
communications
48

49. www.SocialMediaPolicyTemplate.com
49

50. US Dept. of State
Photo by: USAID_IMAGES
50

51. What Makes Social Media Exciting?
Cairo Speech “Obama” Peak “Freedom” Peak
51

52. Social Media is a Team Sport
Photo by o0besesed
52

53. Team Tweeting
Team Tweeters
News Stands
Alone
Conversations
are Owned
53

54. Team Tweeting
54

55. Socialization
55

56. Participatory PR
56

57. Conversations Shape Reputation
Rep u t at ion
Mainstream News Media
Source: Shel Holtz
57

58. News is the Frequent Updating of Information
58

59. Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
59

60. Toyota.com Case Study
60

61. HealtheBay.org
Data Visualization in Online Newsrooms
61

62. HealtheBay.org
Conversation Worthy, without Comments
62

63. HealtheBay.org
Widgets in Online Newsrooms
63

64. HealtheBay.org
Socializing Data from Online Newsrooms
64

65. Surrender to the Conversation
65

66. Don’t just pitch. Publish
66

67. Social Media Train Your Crew
67

68. Price of Free Social Networks
1. Conversion leaks
2. Investing time in
technology
3. Unsupported
technology
4. Interoperability
5. Workflow
management
6. Storage
68

69. Shortcomings of Facebook
Source: On the Record…Online Podcast 69

70. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
70

71. Social Media Training is Job Security
Source: 2009 Digital Readiness Report
71

72. www.SocialMediaBootCamp.com
Source: Social Media Training Calendar
72

73. Coming 2011
73

74. Online Communications Clients
• Strategy
• Training
• Implementation
74

75. Eric Schwartzman
(310) 463-4026 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
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
75