AP Election Survey 2024: TDP-Janasena-BJP Alliance Set To Sweep Victory
Social Media Boot Camp 20091107c
1. Social Media Boot Camp
2009 PRSA International Conference
Instructor: @EricSchwartzman
San Diego :: Nov. 7, 2009
One Day Workshop
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
2. Housekeeping
• Breaks and Lunch
• Cell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
• ID is @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
2
3. My Background and Experience
•New Media Strategy Clients:
New
•New Media Training Clients:
•Online Communications Clients:
3
4. News Media Addict
Pussycat Dolls
Academy Awards
Britney Spears
Mayor Jerry Brown
Star Wars 30th Anniversary 4
5. Message Map
Overarching
Message
Supporting
Messages
Data Points
5
7. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
7
8. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
8
16. Online Newsrooms
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
16
19. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
N t k
Pure Social
Networks
Social Media
19
20. Tech Got Easy
• Content’s claim to the crown
• User experience and reputation
• Ease of Use and Adoption
• Participatory Platforms Photo by Spackletoe
Evolution of Convenience
20
32. Guidance Transparency of
Information
Intended for
Public Release
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy
y Confidentiality
Combat
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
32
86. Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Id
Identify influential bloggers in advance
if i fl i l bl i d
• Cultivate an inner circle of influential bloggers
• One on one blogger relations impractical
86
87. 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
87
88. Three Steps to Measuring Blogger Influence
Source: Coca-Cola Conversation
88
103. RSS 2.0 with Enclosures
Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7
103
104. 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.
104
116. 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
116
117. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
117
126. Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April
Driven Largely by Surge in Viewership at YouTube.
•A
Average U.S. Viewer Watched 6.4 Hours of Online Video During
U S Vi W t h d64H f O li Vid D i
the Month.
source: comScore 126
127. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
127
145. Audio and Video Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking news
y g
• News content vs. feature content
• More controlled/one-way channel
controlled/one way
• Credibility and third-party validation
• Efficiency by leverage existing assets
• Unscripted and authentic
•P d
Podcast news releases
t l
145
164. 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
164
188. End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Co Founder
Electronic Freedom Foundation
188
200. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com
[ ] p [ ] Email
schwartzmanpr.com Website
ontherecordpodcast.com
p Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman
/ Facebook
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
200
