8. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
8
9. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
9
16. Online News Consumption on the Rise
80
70
60 Local TV -25%
Natl TV news -52%
50
Cable news +18%
40
Newspapers -41%
30
% of adults
Radio -27%
Online News +1,850%
20
10
0
1994 1996 1998 2000 2002 2004 2006 2008
(% of all Americans who “regularly” go to news source: PRC People/Press)
Source: Pew Internet
November 13, 2009 16
17. Analog Dollars to Digital Pennies
Source: Newspaper Association of America
17
29. Web Gets Convenient
• Content’s claim to the crown
• User experience shapes reputation
• Should be self-service
• Flash PDFs, UI navigation
Flash, PDFs UI,
Photo by Spackletoe
• Ease of use drives adoption
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
29
30. Ease of Use Promotes Transparency & Authenticity
30
31. Ease of Use Empowers: Unofficial Spokes People
31
48. The Nuts and Bolts
Transparency of
Information
Intended for
Public Release
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy
P li Confidentiality
Combat
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
48
49. For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
49
50. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
50
51. Exclusives & Embargos are a Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
51
59. New Rules of Engagement: Channel Map
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
59
74. End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Co Founder
Electronic Freedom Foundation
74
75. Trust in NGOs
Source: 2010 Edelman Trust Barometer
75
85. Filtering Videos
Filter videos by keywords
Sort by view count
to identify most
p p
popular content
Mapping
Mapping
YouTube’s“Radar
Systems”” community
85
88. Chose Your Congregation Wisely
by Beth Rankin by Glen Kirk by lil’bear
Invest time looking for fence sitters who
express themselves in social media --
doubters who might be turned into
g
believers through conversation.
Inspired by “Twitterville” – Pg. 51 88
111. Policy vs. Guidelines
Transparency
of Public
Information
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy Confidentiality
Crisis
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
111
126. Online Newsroom Design
Column 1 Column 2 Column 3 Column 4
Ma Nav by Topic
y
Press Info
ain
Site Search
Subscriptions
Sub Na for
Secondary
dia
av
Emphasis
E h i
Med
cs
Lead Story with
Hot Topic
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
126
127. Subscription Kiosks
Subscription Kiosk
with RSS, Email
and Sharing
The Subscription Kiosk should be used as a
function element on every page within the
online newsroom
newsroom.
127
128. Subscription Kiosks ‐ RSS
Clickable
Cli k bl RSS T t and
Text d
Icon
Step One – Visitor clicks
the RSS text or icon.
128
130. Subscription Kiosks – One‐Click Import
Close Option
One Click Subscription to
Google Reader or iGoogle
Subscribe via Internet
Explorer or Firefox
View Raw RSS
Feed
Step Three– Branded icons help
visitors move their subscriptions
into their RSS reader of choice, 130
subscribe via browser or view a raw
133. Subscription Kiosks – Email Authentication Links
Email Sent
E il S t
from Online
Newsroom
Domain
Unique URL
Step Three– Visitor clicks on an unique
hyperlink sent to the registered email
address f
dd from th newsroom’s d
the ’ domain.
i
133
135. Subscription Kiosks ‐ Sharing
Clickable Sh
Cli k bl Share
Text and Icon
Step O
S One – Vi i
Visitor
clicks the Share text
or icon.
135
136. Subscription Kiosks – Sharing via Social Networks
Clickable Share
Text and Icon
Forward via Email
Format to Print
Page Title, Website,
Category, Publisher
(Specific to General)
Permalink
Facebook CAPTCHA
136
138. Experts Database
Expert Database Search Results Expert Detail Page
Sort By O ti
S t B Option
Paginated Results
Searches “Area of
Expertise” field
(manually entered)
Thumbnail Image
Newsroom Links
138
140. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer
140
163. Cory Doctorow’s 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
• Li ki
Linking policies are ridiculous
li i idi l
• Specify credit and usage rights
• Send suggestions by the preferred means
163
164. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
164
168. Case Study: Blog Storm
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bl
l l f fl l bloggers
168
169. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
169
170. New Media Monitoring
Leveraging RSS:
1. Web-based
1 Web based readers
2. Desktop-based readers
3. Email clients
170
173. Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com
[ ] [ ] Email
ericschwartzman.com Website
ontherecordpodcast.com
p Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman
/ Facebook
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document – some rights reserved This work is licensed under a Creative Commons
reserved. Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
173
174. Social Media Boot Camp
NORAD & US Northern Command
Public Affairs Workshop
@EricSchwartzman
@E i S h t
March 3, 2010
178. Social Networking 101
• P fil
Profiles:
Personal vs. professional
Profiles pics
• Connections:
Friends, followers, contacts
Community mapping
• Conversations:
Posts, comments, ratings, status updates
, , g , p
Seizing the moment via keywords and search
• Syndication
Facebook and Twitter Mobile Apps
178
179. Value of Social Networking to Individuals
Excerpts:
•Each little update — each individual bit of social information — is insignificant on its
own,
own even supremely mundane But taken together, over time the little snippets
mundane. together time,
coalesce into a surprisingly sophisticated portrait of your friends’ and family members’
lives, like thousands of dots making a pointillist painting.
•Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it
seems like blather. Follow it for a day, though, and it begins to feel like a short story;
follow it for a month, and it’s a novel.
•For them, participation isn’t optional. If you don’t dive in, other people will define who
you are. So you constantly stream your pictures your thoughts, your relationship
are pictures, thoughts
status and what you’re doing — right now! — if only to ensure the virtual version of you
is accurate, or at least the one you want to present to the world.
•“If anything, it’s identity-constraining now,” Tufekci told me. “You can’t play with your
identity
id tit if your audience i always checking up on you.
di is l h ki
179
180. US Social Networking by Brand
• Facebook 78%
• MySpace
y p 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
180
181. Facebook by the Numbers
• 12x growth since opening to
nonstudents in Sept. 2006
• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
b
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b
value
• $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, 2008
Magazine, 26
Source: Inside Facebook
181
196. Value of Social Networks to Organizations
• Promote peer to peer communications
• Conduct edgework
• Improve performance
• Educate customers, partners and employees
• Shorten time to market
• Respond faster to change
• Lower COGS
196
197. Social Networking: Strategic Decisions
• Edgework
Tap influencers
Internal vs. External Influencers
Diversity
• Public vs. Private
Is the topic of discussion a differentiator?
Could exclusivity help with your edgework?
Will the discussion be forward looking?
Will the discussion involve regulatory matters?
197
198. Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
Practical and reasonable
Specificity tailored to sophistication of members
• Branded vs. Unbranded
Addressable market and potential community size?
Cost, staffing, legal and process
Working through associations or industry
consortiums
198
199. What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
199
205. Anatomy of Twitter
Number of unused
characters
Tweet Field
Since the last browser refresh
The Tweets of
everyone I’m
following
205
206. Anatomy of Twitter: @replies, ReTweets & Trends
Tweet directed to
me, in full view of
others
My @reply, in full view of others
Where to find
your @replies
Distribute
this Tweet to
my followers
my followers
Most
popular
terms on
Twitter
right now
g
206
209. Anatomy of Twitter: Direct Messages or DMs
To minimize spam,
I can only DM
someone
following me
Where I find
my DMs
Private
conversation
between me
between me
and Steve
209
210. Anatomy of Twitter: Favorites
Where my
Favorites are
Tweets I’ve
Favorited
210
211. Anatomy of Twitter: Following
Expanded Options
View Option
Lists
Tweeters I’m
Following
211
212. Anatomy of Twitter: Followers
List View
List View
Option
Click “followers”
to view
everyone you’re
following
Followers I’m
Following
Tweeters
Following me
212
213. Anatomy of Twitter: Aesthetics
Where to find
your settings
Where to
change the
look of your
look of your
Twitter
webpage
Choose a
standard
design
Upload a
Upload a
custom
background
213
214. Anatomy of Twitter: Apps
Where to find your
installed apps
Twitter Apps
Installed
214
229. Twitter: Value Proposition
“ 's smallness allowed more posts
s
to go up more frequently. Likewise, it was faster
and easier for people to respond, and thus the
conversation moved fd faster and very often went
d f
further on Twitter than it did on standard blogs,"
Excerpted from Twitterville by Shel Israel 229
230. PSNH Twitter Strategy
Twitter ID &
Password
Twitpic
Link
Emailed Image &
Subject Headline
Posted on Twitpic
Updates
in
Reverse Twitpic Link &
p
Chronolog Caption
ical Order
230
232. State of Search and the Net
3 billion – Daily Google searches processed
230 million – American with Net access
93% -- Americans with high speed access
high-speed
228 million – Americans with mobile phones
1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
232
254. Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: “Real Estate” Section: “Homes”
Section: “Scene”
S “S ” Section: “Lifestyle”
S “ f l ”
Section: “Taste” Section: “Food”
Headline: “Unsafe sex: Has Jacob Zuma’s rape trial Headline: “Zuma testimony sparks HIV fear”
hit South Africa’s war on AIDS?”
Africa s AIDS?
Headline: “Tulsa star: The life and career of much- Headline: “Obituary: Gene Pitney
loved 1960’s singer”
Headline: “It’s Chemistry Over Pedigree as Gators Headline: “Gators Cap Run with First Title”
Roll to First Title”
254
299. Development and Production
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
299
300. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
300
311. Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with
its existing subscribers and attract new, younger subscribers
by i i
b giving audiences a rare, behind the scene look into one
di b hi d th l ki t
the world’s leading opera companies.
Strategy: Told through the perspective of the director of the
company’s latest production, profile the relationships
’ l t t d ti fil th l ti hi
between the incomparable creative talents collaborating and
the production process.
Results: LA Opera is the world’s first opera company to
R lt O i th ld’ fi t t
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 , y
Reporter.
311
318. Online Video: Reach and Frequency in the U.S.
• More than 170 million U.S.
Internet users watched
online video during the
month.
th
• Online video viewing
continued to reach record
levels in November with
nearly 31 billion videos
viewed during the month,
and Google Sites accounting
for 39 percent of all videos
viewed online in the U.S.
• More than 170 million
viewers watched an average
of 182 videos per viewer
during the month of
November.
source: comScore 318
321. Naked Conversations
“Formality suppresses dialogue; informality
encourages it Formal conversations and
it. F l ti d
presentations leave little room for debate. They
suggest that everything is scripted and
gg y g p
predetermined. Informal dialogue is open. It
invites questions, encourages spontaneity and
critical thinking...Informality gets the truth out. It
thinking Informality out
surfaces out-of-the-box ideas -- the ideas that may
seem absurd at first hearing but that create
breakthroughs.“
b kth h “
-Larry Bossidy, CEO, Honeywell
321
330. Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
330
331. Audio and Video: Strategic Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
•News content vs. feature content
• More controlled/one-way channel
• Credibility and third-party validation
• Efficiency by leverage existing asset
• RSS is Relationship-based. Downloads are not.
p
• May not be well suited for breaking news
331
361. Wikipedia – From Marketing Sherpa
Getting Listed
G i Li d
“Stub” articles
Propose articles for creation
Enlisting community member to create an article
361
362. Wikipedia – From Marketing Sherpa
Monitoring Y
M i i Your Listing
Li i
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
362
363. Wikipedia – From Marketing Sherpa
Getting Errors Fixed
G i E Fi d
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
363
364. Wikipedia – Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
“Peacock Terms”
364
373. Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com
[ ] [ ] Email
ericschwartzman.com Website
ontherecordpodcast.com
p Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman
/ Facebook
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document – some rights reserved This work is licensed under a Creative Commons
reserved. Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
373
