The third day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 17, 2009.

1. New Media and Social Media Workshop
Foreign Service Institute – Department of State
School of Professional and Area Studies
Public Diplomacy Division Director: Matthew Lussenhop
Instructors: Chris Degnan, Matthew Lussenhop, Eric Schwartzman
Course Number PY363
July 17, 2009

2. Housekeeping
• Breaks and Lunch
• Cell Phones
• Introductory Course
• Technical Problems
• Curriculum
• Handouts are Digital
• Twitter Hashtag #sm@state
• Spam Email Account
• Web Browsers
2

3. News Media Addict
Pussycat Dolls
Academy Awards
Britney Spears
Mayor Jerry Brown
Star Wars 30th Anniversary 3

4. Message Map
Overarching
Message
Supporting
Messages
Data Points
4

5. Mainstream Media Training
5

6. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
6

7. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
7

8. Junket Junkie
8

9. Controlled Communications
9

10. Conforming to News Cycles
Photo by Olivander
10

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

12. Scoring Ink
12

13. 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. Journalists Relying on Company Websites
Source: PR Week
19

20. Email Blasts
20

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

22. Search Gets Social
Source: Wikipedia
22

23. Page Rank is the New PR
23

24. Links as Third-Party Endorsements
24

25. Social Web Arrives
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
25

26. Web Gets Easy
26

27. Marketing with Convenience
• 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. Convenience Online
search filter review share
Source: Sit or Squat
28

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

30. What You Say vs. What You Do
Source: This Piggy Blog
Whopper Big Mac Subway
30

31. Higher Power
Whopper Big Mac Subway
31

32. Citizen Journalism
32

33. No Secrets
33

34. 90 Million Photo Journalists
Source: Twitpic
34

35. For Immediate Discovery
• Search is immediate
• Blogging is immediate
• Shorter patience thresholds
• Sharing is nice
• Anticipate and respond
Photo by Juandazeng
35

36. Web Surpasses Mainstream Media Channels
Source: Pew Internet
36

37. Analog Dollars to Digital Pennies
Source: Newspaper Association of America
37

38. Press Pool Evaporates
Source: Papercuts
38

39. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
39

40. Social Media Surge
Source: Friendfeed
40

41. Social Media Explosion
Source: namechk
41

42. Social Media Identity Theft
Source: namechk
42

43. Conversations are Media
Source: 2009 Edelman Trust Barometer
43

44. Conversations are Intimate
Source: Universal McCann
44

45. Conversations have Demographics
Generation Gap
Source: Forrester Research
45

46. Conversations are Aggregated
Google Reader
46

47. Conversations Shape Reputation
Rep u t at ion
Source: Shel Holtz
Mainstream News Media
47

48. News is Frequent Updating
48

49. Conversations Empower Consumers
49

50. Trustworthies
Source: 2009 Edelman Trust Barometer
50

51. Trust in Government
Source: 2009 Edelman Trust Barometer
51

52. NGOs Most Trusted
Source: 2009 Edelman Trust Barometer
52

53. Benefit of Leveraging Channels
Source: 2009 Edelman Trust Barometer
53

54. Lack of Trust Triggers Desire for Government Regulation
Source: 2009 Edelman Trust Barometer
54

55. Government is Responsible for Solving Global Issues
Source: 2009 Edelman Trust Barometer
55

56. ROI of Trust
Source: 2009 Edelman Trust Barometer
56

57. Gaining Public Trust
Source: 2009 Edelman Trust Barometer
57

58. Who Says You Can’t Blog
Source: Monsanto Blog
58

59. Unfiltered Conversation
59

60. Messaging through Sneeze Posts
Source: Monsanto Blog
60

61. Your Domain has Credibility
Source: UCLA Online Newsroom
61

62. Domain Links Build Credibility
Source: Toyota Online Newsroom
62

63. Participatory PR
63

64. Go Where the People Are
64

65. Inviting them to your Domain to Socialize
65

66. Aligning with Back Channels
66

67. Debunking Misinformation
67

68. Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
68

69. Just Say No
Photo by Periodico LaDemocaracia
69

70. Conversations are Addictive
Photo by Why Not Studios
70

71. Price of Free
1. Conversion leaks
2. Investing time in
technology
3. Unsupported
technology
4. Interoperability
5. Workflow
management
6. Storage
71

72. Rethink the Photo Opp
Photo by Leo Reynolds
Brian Stauffer
72

73. Innovation is Risky
Source: iPressroom
73

74. New Media Train Everyone
74

75. Surrender to the Conversation
75

76. Afternoon Break
76

77. Filling Your Own News Hole
77

78. Transparency and Authenticity
78

79. Customer Service Rep as Spokesperson
79

80. Unintended Consequences
80

81. Retention Training Manual Leaked
81

82. Coping with an Online Crisis: Comcast
82

83. Direct to Consumers
83

84. Getting through the Filter
84

85. Revolution Rant
Eisner
Aristocrat Revolutionary
Lassiter
85

86. Share My Experience
Source: On the Record…Online Podcast
86

87. Recap
 Mainstream Media in Recession
 Quantity and Perceived Credibility of
UGM Increasing
 Peers more Trusted than Official
Spokespersons
 Government Currently Least Trusted
Sector
 Frequent and Honest Communications
Build Trust
 Multiple Information Sources Enhances
Credibility
 New Media and Social Media offer
Effective and Efficient Channels for
Informing Conversations
Source: 2009 Edelman Trust Barometer 87

88. Channel Map
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
88

89. New Media Priorities of Government Agencies
89

90. Websites and Online Newsrooms
90

91. Or This:
91

92. Website is the Center Point
92

93. Organizing Your Web Presence First
1. Your website is the most credible
source of information online about
your organization.
2. A press release distributed on a paid
newswire service is the second most
credible source of information online
about your organization.
According to a survey [PDF] of 1200 journalists by PR Newswire and PR Week.
93

94. Media Relations Resource
94

95. Media Relations Resource: RSS by Category
95

96. Media Relations Resource: Category Email Alerts
96

97. Media Relations Resource: CAPTCHA Codes
97

98. Media Relations Resource : PR Contacts View
98

99. Media Relations Resource: Sub Headlines
99

100. External and Internal Communications Resource
100

101. External and Internal Communications Resource
101

102. External and Internal Communications Resource
102

103. External and Internal Communications Resource
103

104. Online Video for Direct Communications
104

105. Integrating Social Media
105

106. Data Visualization Resource
106

107. Data Visualization Resource
107

108. Data Visualization Widget
108

109. Data Visualization Resource
109

110. Data Visualization – IT Dashboard
Source: US Federal Government 110

111. Email
Source: Universal McCann
111

112. Links vs. Attachments
112

113. Resource: Sending Large Files
113

114. Email Risks
114

115. Email Risks: Blogger Fights Back
unique visitor to lifehacker.com
115

116. Email Risks: Blogger Fights Back
116

117. Reverse Engineering Media Contact Lists
117

118. Media Contact Lists by Region
118

119. List Management
a. Media Lists
b. Outlook Exports
c. Opt ins
d. Professional contacts
119

120. Direct Communications: Coping with Attention Deficits
120

121. Email Newsletter Campaign Elements
1. Content Strategy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6. Measurement/Reporting
121

122. Reinventing PR Against Clicks Instead of Clips
Email SEO
Landing Pages
Conversion
Activity
ROI
122

123. Online Communications Strategy
New Media Social Media
Email Linkedin
Twitter
Search
Online Newsroom Flickr
Press Releases
YouTube
Inbound Links
Facebook
Conversions Coverage
123

124. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanpr.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
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