Social Media Boot Camp at PACOM 2

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


Percentage of internet users who get news and information online by topic

What’s the National News Impact?

19

News Sites American Explore Online


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

Email

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

Email

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

Email

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


62

Trust in Government


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

Linkedin

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


85

Mosaic of Trust


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


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

96

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


Cause as online social object

Donor commenting


99



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


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

Email

SEO

Websites

New Media

110

Lunch

111

Email

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

128

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

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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

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Unfiltered Conversation

155

Messaging through Sneeze Posts

Source: Monsanto Blog

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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

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Blogger Relations to Drive Media Relations

• Top 100 blogs

• Hyperlocal blogs

• Corporate blogs

165

Case Study: Rock-Ola

166

Case Study: Blog Storm

167


168


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

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Demo: Convert Blog Search Results to RSS

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

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Demo: Convert Blog Search Results to RSS

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

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Demo: Enter RSS feed in Google Reader

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

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Demo: News and Blog RSS Feeds in Google Reader

Google Blog Feed Loaded in Google Reader

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Demo: Monitoring Twitter

Convert Twitter Search Results to RSS

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Demo: Subscribe to a Twitter RSS Feed

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

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Demo: Subscribe to a Wikipedia Article

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Demo: Wikipedia RSS feed in Google Reader

Edits to the Wikipedia article appear in real time

Edits by Anonymous Users

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Demo: Monitoring Online Forums in Google Reader

Show Tools link in Menu Bar Opens RSS Option

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Demo: Monitoring Online Forums in Google Reader

Forums RSS Feed Loaded in Google Reader

Click “Manage subscriptions” link to put feeds into folders

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Demo: Managing Subscriptions in Google Reader

Select “Add to folder” “Cheonan”

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Demo: Managing Subscriptions in Google Reader

Select “Add to folder” “New folder”

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Demo: Cheonan Folder Added to Google Reader

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Demo: Sharing from Reader to Facebook & Twitter

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Demo: Sharing from Reader to Facebook & Twitter

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Demo: Sharing from Reader Twitter

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Demo: Coping with the Blind Spot

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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

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Science of Retweets

Source: Dan Zarella

203

Hashtags.org

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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

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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


User Attracts Follower by Following

218


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


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,"


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

Social Media Boot Camp at PACOM 2

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