Post on 15-May-2015
description
Social Media Boot Camp
US Pacific Command, Camp HM Smith
Public Affairs Conference
@EricSchwartzman
March 20, 2010
2
Housekeeping
• Net IQ
• Introductory immersion
• New vocabulary
• Agenda
• Slide numbers
• Digital handouts
3
Benefits of Paying Attention
Source: 2009 Digital Readiness Report
4
Times Are Changing
5
Mayor Jerry Brown
Britney Spears
News Media Addict
Star Wars 30th Anniversary
Pussycat DollsAcademy Awards
6
Message Map
Data Points
Overarching Message
Supporting Messages
7
Mainstream Media Training
8
Plenty of Options
Public Affairs
CustomerRelations
Investor Relations
Labor Relations
Community Relations
Industry Relations
Media Relations
Analyst Relations
Public Relations
9
Media Relations
Mass Media Addict
Television Magazines
Radio
Newspapers
10
Press Conferences
11
Controlled Communications
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
Analog Dollars to Digital Pennies
Source: Newspaper Association of America
17November 13, 2009
0
10
20
30
40
50
60
70
80
1994 1996 1998 2000 2002 2004 2006 2008
Local TV
Natl TV news
Cable news
Newspapers
Radio
Online News +1,850%
-25%
-52%
+18%
-41%
-27%
% o
f adult
s
(% of all Americans who “regularly” go to news source: PRC People/Press)
Online News Consumption on the Rise
Source: Pew Internet
18
News Topics Americans Explore Online
Source: Pew Internet
Percentage of internet users who get news and information online by topic
What’s the National News Impact?
19
News Sites American Explore Online
Source: Pew Internet
Percentage of internet users who sited each type of site as their favorite
20
White Light Experience
21
Evolution of Media
New
spap
ers
New
s Rad
io
TV N
ews
Wor
ld W
ide
Web
199
2
22
Web Gave Life to New Media
SEO
Websites
23
New Media Shaping Opinions
Source: Universal McCann
12
3
24
New Media as Mass Media
Photo by Adulau
25
Control through Stridence
26
Outbound Communications
27
Consequences on Shotgun Communications
28
Web Gets Social
Microblogging
SEO
Blogs/PodcastsContent Social
Networks
Websites
Pure SocialNetworks
Monitoring
29
Web Gets Easy
30
Photo by Spackletoe
Web Gets Convenient
• 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
User Experience is Conversation
User Ratings on Comments
Social Search
33
Ease of Use Promotes Transparency & Authenticity
34
Ease of Use Empowers Unofficial Spokes People
35
No Turning Back: Unintended Consequences
36
Retention Training Manual Leaked
37
What You Say vs. What You Do
Whopper Big Mac SubwaySource: This Piggy Blog
38
Higher Power: Social Antibodies
Whopper Big Mac Subway
39
No Secrets
40
Citizen Journalism: Crowd SourcingTruth
41
Crowd Sourcing through Qualified Queries
42
People Start Having Conversations
43
Rep
uta
tion
Mainstream News Media
Conversations Shape Reputation
Source: Shel Holtz
44
MSM Becomes the Second Draft
45
Getting through the Filter
46
Rethink the Photo Opp
Photo by Leo Reynolds
Brian Stauffer
47
Edgework
Source: Cobalt123
48
Scale through Social Media Training
49
Everyone Needs Guidance
People ProcessPolicy Technology
50
Celebrated Social Media Policy
51
Case Study: Social Media Policy at DoD
Challenges:•Competing Agendas•Disengaged Command•Operational Security•Blocking Access
U.S. Navy Adm. Mike Mullen, chairman of the Joint Chiefs of Staff
52
The Nuts and Bolts
53
Guidance from the Air Force [PDF]
54
For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
55
Blogs/Podcasts
Pure SocialNetworks
Content SocialNetworks
Monitoring
Microblogging
Social Media
Discoverability and Amplification
SEO
Websites
New Media
56
National News
Influencers
Regional News
Local News
Trade Press
Target Audience
Exclusives & Embargos are a Fool’s Game
Bloggers Podcasters
57
Morning Break
58
What Does Social Media for the News Business?
59
The War for Trust and Confidence
60
Who Do You Trust?
Source: 2010 Edelman Trust Barometer
61
Trust in Government
Source: 2010 Edelman Trust Barometer
62
Trust in Government
Source: 2010 Edelman Trust Barometer
63
How Much Open Source Data is Out There?
Cairo Speech “Obama” Peak “Freedom” Peak
64
Color Coded by Size
Color Coded by Size
Outage Street Level Detail
Outage Street Level Detail
Building Trust with Geo Data
65
Transparency Fosters Empathy
Source: US Federal Government
66
Transparency Fosters Empathy
Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient
67
Ambiguity Fosters Skepticism
68
Opacity Breeds Hate
69
Camp LeJeune Video
Control vs. Credibility
70
End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderElectronic Freedom Foundation
71
Building Trust by Keeping Pace with Open Source Data
Source: Data.gov
72
Encourage Walk In Traffic
Website
73
Engagement Increases the Number of Entry Points
Website
Blog
FB Fan Page
TwitterPodcast
YouTube
74
Social Media Expands Your Footprint & Network
Website
Blog
FB Fan Page
TwitterPodcast
YouTube
Slideshare
75
Penetrating Filters: Pull vs. Push Media
76
Keywords as Psychographic Filters
77
Filtering Blog Posts
78
Filtering Twitter Conversations
Keyword surfaces Hashtag
79
Filtering Facebook Communities
80
Filtering Videos
Sort by view count to identify most popular content
Filter videos by keywords
Mapping YouTube’s“Radar Systems”” community
81
Online Demographics
82
Conversations have Demographics
Generation Gap
Source: Forrester Research
83
Gov 2.0 Demographics
84
Trust in NGOs
Source: 2010 Edelman Trust Barometer
85
Mosaic of Trust
Source: 2010 Edelman Trust Barometer
86
Photo by John Trainor
You’re No Longer a Lone Sharp Shooter
87
Photo by o0besesed
Social Media Communications is a Team Sport
88
Chose Your Congregation Wisely
Inspired by “Twitterville” – Pg. 51
Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into believers through conversation.
by Beth Rankin by Glen Kirk by lil’bear
89
Profiles: Informality Drives Conversation
90
Photo by Stu Spivack
Bring Milk and Cookies
Inspired by “Twitterville”
91
It’s Okay to Get Personal
92
Send People Away
Photo by Crawfish Head
Inspired by “Twitterville”
93
Respond to Requests
From “Trust Agents” – Pg. 197
Photo by spaceamoeba
94
Social Media is Inbound
1 2
3 4
95
Learn the Three A’s
From “Trust Agents” – Pg. 197
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Engaging through Social Media
Inspired by “Trust Agents” – Pg. 197
Think Conversational
Rather than Solicitous
97
Customer’s Shoot Back
Inspired by “Trust Agents” – Pg. 197
98
Customer’s Shoot Back
Cause as online social object
Donor commenting
Inspired by “Twitterville”
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Customer’s Shoot Back
Inspired by “Twitterville”
100
No Where to Hide from Social Media
Social browser widget
Website as online social object
101
Customer Experience Spills Over into Social Media
102
Good Friends Don’t Just Talk – They Listen Too
103
Good Friends Aren’t Bossy
104
Good Friends are Straight with You
Conversations are Owned
Team Tweeters
News Stands Alone
105
The Good, The Bad and The Ugly
106
Apply Leverage by Mixing Transmission Signals
Inspired by “Twitterville”
107
Humanize at Your Own Risk
Scale by Adding team
Members
108
Revolution Rant
RevolutionaryAristocratEisner Lassiter
109
Blogs/Podcasts
Pure SocialNetworks
Content SocialNetworks
Monitoring
Microblogging
Social Media
New Rules of Engagement: Channel Map
SEO
Websites
New Media
110
Lunch
111
Source: Universal McCann
112
Links vs. Attachments
113
Email Resource: Sending Large Files
114
Email Risks
115
Email Risks: Blogger Fights Back
unique visitor to lifehacker.com
116
Reverse Engineering Media Contact Lists
117
Direct Communications: Coping with Attention Deficits
118
Email Newsletter Campaign Elements
1. Content Strategy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6. Measurement/Reporting
119
Jedi List Synchronization
120
The Heart of Online Communications
121
Content Marketing & Social Networking
122
Is Your Website a Vanity Press?
123
Making Online News Scanable
124
Young Americans Want Social Features
Pew Internet
125
Main
Nav b
y T
op
icM
ain
Nav b
y T
op
icS
ub
Nav f
or
Med
ia
Su
b N
av f
or
Med
ia
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
Logical PathLogical Path
HeadlineHeadline
Thumbnails in IndexThumbnails in Index
Site SearchSite Search
Press InfoPress Info
SubscriptionsSubscriptions
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
Hot
Top
ics
Hot
Top
ics
Secondary EmphasisSecondary Emphasis
Online Newsroom Design
126
Subscription Kiosk with RSS, Email and Sharing
Subscription Kiosk with RSS, Email and Sharing
The Subscription Kiosk should be used as a function element on every page within the online newsroom.
Subscription Kiosks
127
Clickable RSS Text and IconClickable RSS Text and Icon
Step One – Visitor clicks the RSS text or icon.
Subscription Kiosks - RSS
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Category FeedCategory Feed
Sub Category FeedSub Category Feed
Sub Category FeedSub Category Feed
Generates Custom RSS Feed
Generates Custom RSS Feed
Help ScreenHelp Screen
Subscription Kiosks – Custom Feeds
129
Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw feed.
One Click Subscription to Google Reader or iGoogleOne Click Subscription to Google Reader or iGoogle
Subscribe via Internet Explorer or FirefoxSubscribe via Internet Explorer or Firefox
View Raw RSS FeedView Raw RSS Feed
Close OptionClose Option
Subscription Kiosks – One-Click Import
130
Clickable Alerts Text and IconClickable Alerts Text and Icon
Step One – Visitor clicks the Alerts text or icon.
Subscription Kiosks – Email Alerts
131
CAPTCHA Code function with audio accessibility for visually impaired visitors
CAPTCHA Code function with audio accessibility for visually impaired visitors
Subscriber enters email address
Subscriber enters email address
Confirmation messageConfirmation message
Subscription Kiosks – Email CAPTCHAs and Confirmations
132
Step Three– Visitor clicks on an unique hyperlink sent to the registered email address from the newsroom’s domain.
Unique URLUnique URL
Email Sent from Online Newsroom Domain
Email Sent from Online Newsroom Domain
Subscription Kiosks – Email Authentication Links
133
Subscription Kiosks – Email Category and Sub Categories
134
Clickable Share Text and IconClickable Share Text and Icon
Step One – Visitor clicks the Share text or icon.
Subscription Kiosks - Sharing
135
Clickable Share Text and IconClickable Share Text and Icon
Forward via EmailForward via Email
Format to PrintFormat to Print
Page Title, Website, Category, Publisher (Specific to General)
Page Title, Website, Category, Publisher (Specific to General)
Facebook CAPTCHAFacebook CAPTCHA
PermalinkPermalink
Subscription Kiosks – Sharing via Social Networks
136
Optional Comments FieldOptional Comments Field
CAPTCHACAPTCHA
Recipient’s EmailRecipient’s Email
Subscription Kiosks – Sharing via Email
User CommentUser Comment
Page TitlePage Title URLURL
137
Searches “Area of Expertise” field (manually entered)
Searches “Area of Expertise” field (manually entered)
Expert Database Search ResultsExpert Database Search Results
Paginated ResultsPaginated Results
Newsroom LinksNewsroom Links
Expert Detail PageExpert Detail Page
Sort By OptionSort By Option
Thumbnail ImageThumbnail Image
Experts Database
138
Unfiltered News Source
139
Black BoxBlack Box
Standard HomepageStandard
Homepage
Background Image
Background Image
No Background Image
No Background Image
Crisis FooterCrisis Footer
Standard FooterStandard Footer
Black Box HomepageBlack Box Homepage
Crisis Communications Template
140
Online Crisis Communications – Demand Spike
141
Social Distributed Problem Solving
142
Blog Design
Source: Dickson Fong
143
Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Blog Post
Blog Post
Blog Post
Homepage
Author/ Date
144
Anatomy of the Blog: Permalinks
Permalink
145
Anatomy of the Blog: Feeds, Site and Social Search
Blog Search
Social Search
Top Rated
RSS Feed
146
Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
147
Anatomy of the Blog: Comments
148
Anatomy of the Blog: Comment Moderation
Consider adding information about turn around time
149
Anatomy of the Blog: Comment Moderation
Consider adding moderation policy hyperlink
150
Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
Community Mapping Opportunity
Community Mapping Opportunity
151
Anatomy of the Blog: Widgets
Widget
Widget
Widget
152
Astroturfing
153
Corporate Blogs
Source: Monsanto Blog
154
Unfiltered Conversation
155
Messaging through Sneeze Posts
Source: Monsanto Blog
156
Origins of Blogging at DoD
157
Blogger Relations: New Rules of Engagement
158
Play Nice
159
Submit your attention
160
Participate
161
Democratize
162
Pseudo-Anonymity
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
• Linking policies are ridiculous
• Specify credit and usage rights
• Send suggestions by the preferred means
164
Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
165
Case Study: Rock-Ola
166
Case Study: Blog Storm
167
Case Study: Blog Storm
168
Case Study: Blog Storm
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
169
Open Tag - < >Close Tag - </ >
Anatomy of the Blog: RSS
170
Online Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
171
Demo: Social Media Monitoring Dashboard
172
Demo: Search a Keyword in Google News
Locate the RSS Icon at the Bottom of the Google News Search Results
173
Demo: Add the RSS Feed URL to Google Reader
174
Live Demo: Add RSS feed to Google Reader
Clicking “Add a subscription” button opens field to insert URL of RSS Feed
175
Demo: Add RSS feed to Google Reader
Google News Feed Loaded in Google Reader
176
Demo: Monitor Blogs with RSS
Back to Google News more Blogs
177
Demo: Convert Blog Search Results to RSS
Click the RSS option to subscribe to these search results in Google Reader
178
Demo: Convert Blog Search Results to RSS
Copy the URL of the web page on which the RSS feed is displayed
179
Demo: Enter RSS feed in Google Reader
Paste the Blog Search Results URL into the “Add a subscription” pop-up field
180
Demo: News and Blog RSS Feeds in Google Reader
Google Blog Feed Loaded in Google Reader
181
Demo: Monitoring Twitter
Convert Twitter Search Results to RSS
182
Demo: Subscribe to a Twitter RSS Feed
Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
183
Demo: Subscribe to a Wikipedia Article
184
Demo: Wikipedia RSS feed in Google Reader
Edits to the Wikipedia article appear in real time
Edits by Anonymous Users
185
Demo: Monitoring Online Forums in Google Reader
Show Tools link in Menu Bar Opens RSS Option
186
Demo: Monitoring Online Forums in Google Reader
Forums RSS Feed Loaded in Google Reader
Click “Manage subscriptions” link to put feeds into folders
187
Demo: Managing Subscriptions in Google Reader
Select “Add to folder” “Cheonan”
188
Demo: Managing Subscriptions in Google Reader
Select “Add to folder” “New folder”
189
Demo: Cheonan Folder Added to Google Reader
190
Demo: Sharing from Reader to Facebook & Twitter
191
Demo: Sharing from Reader to Facebook & Twitter
192
Demo: Sharing from Reader Twitter
193
Demo: Coping with the Blind Spot
194
Email Notifications
“Some 71% of internet users say they get news forwarded to them through email and automatic alerts and updates and 11% of cell phone owners have alerts sent to their phones via text or email.” Pew Internet
195
Intro to Micro Blogging
Source: Current TV
196
Twitter as a News Source
Source: Examiner.com
197
Tweet as SOS
198
No Other Media Does This:
TwitPic of Missing Girl
Trending Topic Selected
ReTweet Volume Over Time
Trending Topics Daily
Trending Keywords
199
Or this:
200
Anatomy of Twitter
Since the last browser refresh
Number of unused characters
The Tweets of everyone I’m following
Tweet Field
201
Anatomy of Twitter: @replies, ReTweets & Trends
My @reply, in full view of othersWhere to find your @replies
Tweet directed to me, in full view of
others
Most popular terms on Twitter right now
Distribute this Tweet to my followers
202
Science of Retweets
Source: Dan Zarella
203
Hashtags.org
204
Anatomy of Twitter: Direct Messages or DMs
Where I find my DMs
Private conversation between me and Steve
To minimize spam, I can only DM
someone following me
205
Anatomy of Twitter: Favorites
Tweets I’ve Favorited
Where my Favorites are
206
Anatomy of Twitter: Following
Lists
Options
Tweeters I’m Following
Expanded View Option
207
Anatomy of Twitter: Followers
Followers I’m Following
Tweeters Following me
List View Option
Click “followers” to view everyone you’re following
208
Anatomy of Twitter: Aesthetics
Where to change the look of your Twitter webpage
Choose a standard design
Upload a custom
background
Where to find your settings
209
Popular Twitter Apps: Bit.ly Link Shortener
210
Tweets via RSS
211
Search.Twitter.com
212
Search.Twitter.com
Geography
Where to find your settings
213
Results are a Real Time Focus Group
• Larger sample size• Nonstop feedback• Always up to date• No margin of error
214
Fake Twitter Account
215
Official Twitter Account
216
Assessing Who to Follow
What’s the following to followers ratio?
Check the Twitter User’s Favorites
217
Assessing Who to Follow
User Attracts Follower by Following
218
Assessing Who to Follow
Check for @replies
Ratio Indicates High Degree of Influence
219
Twitter Client: TweetDeck
220
Twitter Client: HootSuite
221
Case Study: Crowd Sourcing Customer Service on Twitter
222
Twitter: Value Proposition
finds what’s already happened
finds what’s happening now
223
Twitter: Value Proposition
Immediate many-to-many communications
Information as social object
224
“ '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,"
Twitter: Value Proposition
Excerpted from Twitterville by Shel Israel
225
Twitter ID & PasswordTwitter ID & Password
Updates in Reverse Chronological Order
Updates in Reverse Chronological Order
Twitpic LinkTwitpic Link
Twitpic Link & CaptionTwitpic Link & Caption
Emailed Image & Subject Headline Posted on Twitpic
Emailed Image & Subject Headline Posted on Twitpic
PSNH Twitter Strategy
226
Relationship Between Off vs. On Network Resources
227
Follow the Bread Crumbs
ReTweeting Fake Tweets
228
PSNH Case Study: Process Detail
229
Process Overview
Organizational Communications
Your WebsiteTwitter YouTube & Flickr
News Media PublicCustomer Service
230
Social Media for Dads
231
Social Media for Dads
232
Series of Decisions
Brian Solis
233
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com 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. Attribution-non commercial-share alike 3.0 license.
http://creativecommons.org/licenses/by-nc-sa/3.0
234
Law of Diminishing Returns
Source: Paper Cuts
235
90 Million Photo Journalists
Source: Twitpic