Social Media Boot Camp at AED

@EricSchwartzman

Day One – Nov. 9, 2010

2

Housekeeping

• Expectations

• Immersive workshop

• New vocabulary

• Focus on strategy

• Cover mechanics

• Slide numbers

• Digital handouts

• Hashtag #smbc

• Live stream: www.ontherecordpodcast.com

3

Is Social Media a Fad?

4

Mayor Jerry Brown

Britney Spears

News Media Addict

Star Wars 30th Anniversary

Pussycat Dolls

Academy 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

New Purpose for the Press Release

Source: Pew Internet

Percentage of Internet users who sited each type of site as their favorite

12

Conforming to News Cycles

Photo by Olivander

13

News Break Strategy

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

14

Scoring Ink

15

Illusion of Control

16

Web Surpasses Mainstream Media Channels

Source: Pew Internet

17

Analog Dollars to Digital Pennies

Source: Newspaper Association of America

18

Law of Diminishing Returns

Source: Paper Cuts

19

Ad Spending Trends

20

White Light Experience

21

Pressroom

Print Photo Electronic

Pressroom Analogy

22

Internet

Print Photo Electronic

Internet Analogy

23

Traditional vs. Online is like Cash vs. Card

24

Web Gave Life to New Media

Email

SEO

Websites

25

Outbound Communications

26

New Media as Mass Media

Photo by Adulau

27

But Social Media is Mass Intimacy

28

Web Gets Social

Microblogging

Email

SEO

Blogs/PodcastsContent Social

Networks

Websites

Pure SocialNetworks

Monitoring

29

Web Gets Easy

30

Photo by Spackletoe

Web is Direct

• Content’s claim to the crown

• User experience shapes reputation

• Should be self-service

• Flash, PDFs, UI, navigation

• Ease of use drives adoption

Evolution of Customer Experience

Usability Expert Jakob Nielsen on User Experience and Reputation

31

How Will You Get Through the Filter?

Source: Sit or Squat

search reviewfilter share

32

What You Say vs. What You Do

Whopper Big Mac SubwaySource: This Piggy Blog

33

Business Case: Encourage P2P Communications

Whopper Big Mac Subway

34

Customer Service Rep as Spokesperson

35

Unintended Consequences

36

Retention Training Manual Leaked

37

Peers are Trusted

38

How Can You Crowd Source Your Efforts?

39

Can You Crowd Source During a Crisis?

40

Privacy Concerns Declining

41

Reporters are Everywhere Now

42

How Will You Read the Tea Leaves?

43

There’s a Revolution Underway

RevolutionaryAristocratEisner Lassiter

44

Blogs/Podcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

45

Matching Social Media to Corporate Culture

• Get at ROI of social media

• Implement social media policy & training

• Satisfy audit trails

• Channel social media through PR

Strict Management

Oversight

Regulatory Oversight

Embraces Change

Exploratory and Curious

46

The Business Case: Google “Sucks” Test

47

The Business Case: Real Time Results

48

The Business Case: Build a Coalition

49

Business Case: Position Social Media as Extension

Listorious shows over 200 USA Today reporters, 243 New York Timesreporters and more than 100 Wall Street Journal reporters on Twitter.

50Source: Altimeter Group

Social Media Marketing Adoption in Business

51

Social Media Marketing Adoption in Business

Source: Altimeter Group

52

Social Media Marketing Adoption in Business

Source: Altimeter Group

53

Social Media Marketing Adoption in Business

Source: Altimeter Group

• Monitoring conversations

• Defending the brand

• Real time campaign course correction

• Social media interactions from real world events

54

Social Media Marketing Adoption in Business

54

• Monitoring conversations

• Defending the brand

• Real time campaign course correction

• Social media interactions from real world events

55

Transparency Fosters Empathy

Source: US Federal Government

56

Data Visualization

Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient

57

Social Network for Election Monitoring

58

Ambiguity Fosters Skepticism

59

Opacity Breeds Hate

60

Control vs. Credibility

61

End of Segmentation

“The Internet interprets censorship as damage and routes around it.”

John Gilmore, Co-Founder

Electronic Freedom Foundation

62

Morning Break

63

It’s Time to Play…

Who Wants

to be a

Social

Media

Research

Rock Star?

64

Digital Penetration vs. MSM

Source: TNS Digital Life Study, Oct. 10, 2010

65

Social Networking is Truly Mass Market

Source: TNS Digital Life Study, Oct. 10, 2010

66

How People Access the Internet

Source: TNS Digital Life Study, Oct. 10, 2010

67

What Activities People Do Most Online with Who

Source: TNS Digital Life Study, Oct. 10, 2010

68

Time Spent Online

Source: TNS Digital Life Study, Oct. 10, 2010

69

Nigeria vs. Saudi Arabia

Source: TNS Digital Life Study, Oct. 10, 2010

70

Uganda vs. UAE

Source: TNS Digital Life Study, Oct. 10, 2010

71

Estonia vs. USA

Source: TNS Digital Life Study, Oct. 10, 2010

72

Digital Lifestyles

Source: TNS Digital Life Study, Oct. 10, 2010

73

Digital Lifestyles by Geography

Functionals Aspirers Networkers

Knowledge Seekers Communicators Influencers

74

In the Emerging World, Digital is New

Source: TNS Digital Life Study, Oct. 10, 2010

75

In the Emerging World, Digital is a Form of Freedom

Source: TNS Digital Life Study, Oct. 10, 2010

76

The Developing World is MORE Engaged

Source: TNS Digital Life Study, Oct. 10, 2010

77

Social Networking vs. Email

Source: TNS Digital Life Study, Oct. 10, 2010

78

PSNH Case Study: Process Detail

79

Organizational Communications

Destination WebsiteTwitter & Facebook

YouTube & Flickr

News Media Constituents

Operational Framework for Social Media Engagement

80

Social Media Content/Sharing Strategy

Conference Call, Speech or Event

MP3 Podcast

Text Transcript Blog Post

PowerPoint SlideShare

Video Webcast & YouTube

81

Lunch Break: 1 Hour

82

Media is Filtered for Us

83

Social Media is Unedited

Brian Solis

84

We Edit Social Media Ourselves

“It’s not information overload, it’s filter failure.”

Clay Shirky, author, Here Comes Everybody

85

Find Relevant Keywords

86

Find Relevant Keywords

87

Finding Relevant Keywords

88

Finding Relevant Keywords

89

Finding Relevant Tweets by Geolocation

90

Finding Relevant Tweets by Geolocation

91

Complex Queries

92

• Company

• Services

• Professional

• Best

• Top

• Leading

• Internet

• Organization

• Marketing

• Business

• Solution

• Online

• City Name

• Surrounding Suburbs

• State (including abbreviations NYC, IL, FL, WA, etc.)

• County Name

B2B Modifiers

• RFP

• RFI

• Bid

• Quote

• Rates

• Pricing

• Deals

• Affordable

• Offers

• Packages

• Quality

• Cheap

Private Sector Keyword Modifiers

93

Validating Regional Interests with Search

94

RSS Readers

Leveraging RSS:

1. Browsers

2. Web-based readers

3. Desktop-based readers

4. Email clients

95

Google Reader

96

Demo: Social Media Monitoring Dashboard

97

Demo: Search a Keyword in Google News

Locate the RSS Icon at the Bottom of the Google News Search Results

98

Demo: Add the RSS Feed URL to Google Reader

99

Live Demo: Add RSS feed to Google Reader

Clicking “Add a subscription” button opens field to insert URL of RSS Feed

100

Demo: Add RSS feed to Google Reader

Google News Feed Loaded in Google Reader

101

Demo: Monitor Blogs with RSS

Back to Google News more Blogs

102

Demo: Convert Blog Search Results to RSS

Click the RSS option to subscribe to these search results in Google Reader

103

Demo: Convert Blog Search Results to RSS

Copy the URL of the web page on which the RSS feed is displayed

104

Demo: Enter RSS feed in Google Reader

Paste the Blog Search Results URL into the “Add a subscription” pop-up field

105

Demo: News and Blog RSS Feeds in Google Reader

Google Blog Feed Loaded in Google Reader

106

Demo: Monitoring Twitter

Convert Twitter Search Results to RSS

107

Demo: Subscribe to a Twitter RSS Feed

Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field

108

Demo: Subscribe to a Wikipedia Article

109

Demo: Wikipedia RSS feed in Google Reader

Edits to the Wikipedia article appear in real time

Edits by Anonymous Users

110

Demo: Monitoring Online Forums in Google Reader

Show Tools link in Menu Bar Opens RSS Option

111

Demo: Monitoring Online Forums in Google Reader

Forums RSS Feed Loaded in Google Reader

Click “Manage subscriptions” link to put feeds into folders

112

Demo: Managing Subscriptions in Google Reader

Select “Add to folder” “Cheonan”

113

Demo: Managing Subscriptions in Google Reader

Select “Add to folder” “New folder”

114

Demo: Cheonan Folder Added to Google Reader

115

Case Study: Marriage of Marketing and Customer Service

http://www.youtube.com/watch?v=InrOvEE2v38

116

What Head’s Up is Talking About

117

Radian6 Dashboard

118

Case Study: Social Media Dashboard Findings

Cairo Speech “Obama” Peak “Freedom” Peak

119

Afternoon Break

http://ontherecordpodcast.com/pr/otro/prsa-podcast-white-house-press-secreataries.aspx

120

Community Mapping

121

Social Bookmarking

122

Titles Tags Appear in Bookmarks and Favorites

123

Benefits of Sharing

1. Access saved links from anywhere2. Share saved links privately or publicly3. Use social intelligence to find info online

124

Exercise: Social Bookmarking the Blogosphere

1. Create Delicious account2. Log in3. Save a Bookmark4. Choose a Tag to Index the Blog

125

Communicator’s Guide to Twitter

Source: Current TV

126

Twitter is Now

finds what’s already happened

finds what’s happening now

127

Twitter is Public Record

128

Twitter is News

Source: Examiner.com

129

Tweet is a Signal Flare

130

Twitter is Immediate

TwitPic of Missing Girl

Trending Topic Selected

ReTweet Volume Over Time

Trending Topics Daily

Trending Keywords

131

Twitter is Empowers Individuals

132

Twitter is Discoverable

133

Twitter is Revolutionary

ReTweeting Fake Tweets

134

“ '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,"

Why Twitter Works

Excerpted from Twitterville by Shel Israel

135

Demo: Twitter & Mapping Communities

136

HootSuite

137

Dangers of Syndication

138

Social Media Management Platforms

Source: Jamie Beckland, White Horse

139

Intro to Facebook

140

Mapping Facebook Communities

141

The Value of Social Networks

Excerpts:•Each little update — each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets 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 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 if your audience is always checking up on you.

142

Case Study: Movements.org

143

Case Study: Movements.org

144

See You Tomorrow

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzman.com Website

ontherecordpodcast.com Podcast

spinfluencer.com Blog

@ericschwartzman Twitter

facebook.com/ericschwartzman Facebook

linkedin.com/in/schwartzman Linkedin

youtube.com/spinfluencer YouTube

slideshare.net/ericschwartzman Slideshare

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