The second 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 16, 2009.
Social Media and New Media Workshop (FSI) PY363 - Day 2
1. New Media and Social Media Workshop
Tsevis
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 16, 2009
53. Blogging: Implementation Benefits
• Humanizes and personalizes
• Fosters asynchronous communications
• Crosses geographic boundaries
• Engagement can be measured by number
of comments, use of blog search tool,
email subscribers, RSS and HTML usage
• Effectiveness can be assessed by
monitoring online conversations
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56. What Should I Blog About?
"If I were going to start a blog now I would
go very, very, very niche -- as niche as
you can get...if you pick something
specific and maybe that's not too
heavily covered yet, you have a chance
to establish yourself as a voice in that
area."
Peter Rojas, founding editor of Gizmodo and
chief strategy officer of Weblogs, Inc.
56
57. More Advice to Aspiring Bloggers from Peter Rojas
• Be passionate
• Start slow
• Be enthusiastic
• Be critical
• Be credibility
• Pick a niche topic
57
58. Pro Blogger’s Tips for Choosing Blog Topics
• Identify a need
• Picture a reader
• Break out of the echo chamber
• Write something that matters to you
• Write something topical
• One topic per post
• Plan ahead
• Other ideas
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59. Chris Brogan’s Blog Post Structure
• Topic, title, image
• Lead paragraph
• Structure: Tell them what
you’re going to say, say it,
and tell them what you said
• End with a question
Source: Chris Brogan
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61. Ogilvy’s 25 Blogging Styles
style description posts per week buzz index difficulty
Insight Blogging Orignal ideas and commentary 5+ 4 hard
Ambition Blogging Attain something thru blogging 1 2 easy
Meme Blogging Starting a thread by sharing a query 1 5 medium
Piggybacking Blogging news or memes 3 3 medium
Life Blogging Sharing things in personal life 5 2 easy
Brand Blogging Positive brand attributes 5 2 medium
Detractor Blog Shares passionate hatred 1 3 medium
Announcement Blogging Breaks newsworthy information 5 5 hard
Link Blogging Blogging a series of links 2 4 medium
Video Blogging Original video posts 5 3 hard
Photo Blogging Original photo posts 5 2 hard
Evangelist Blogging Passionate support of a cause 5 3 medium
List Blogging Top ten format 5 5 medium
Feature Blogging Thematically-ongoing feature posts 2 4 medium
Repost Blogging Reposting another post 2 1 easy
Guest Blogging Authoring post for another blogger 5 3 medium
Interview Blogging Question and answer format 5 4 medium
Event Blogging Event coverage 5 4 medium
Live Blogging Bloggin a near real time 5 4 medium
Bridge Blogging Extends international awareness 5 3 medium
Classified Blogs IDs a product or service for sale 1 2 easy
Response Blogging Response to a crisis or aquisation 5 3 hard
Contact Blogging Writing with intent to make contact 2 2 easy
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62. 10 Techniques for Drawing Blog Comments
• Invite comments
• Ask questions
• Be open-ended
• Interact with comments
• Set boundaries
• Be humble
• Be gracious
• Be controversial
• Reward comments
• Make commenting easy
source: problogger
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63. Stimulating Good Conversation
The best discussion leaders take the skills of a great
interviewer and apply them to their online
communities, writing with a style that acknowledges
and builds upon previous comments, sustaining the
momentum of threads and eliciting knowledgeable
responses. Smart, personal and well-informed words
help these writers make their readers feel that they
cannot possibly spend even single day away from the
conversation.
- Robert Niles, USC Annenberg Journalism Review
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78. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
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79. 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
79
82. Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
• One on one blogger relations impractical
82
90. 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
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
90
102. Respecting Usability
• Ease of use
• Clarity and brevity
• Easy to read
• Can’t consume what you can’t find
• On intranet’s, usability impacts worker productivity
• 10% of design budget on usability will double site’s results
Jakob Nielsen
102
117. 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 giving audiences a rare, behind the scene look into one
the world’s leading opera companies.
Strategy: Told through the perspective of the director of the
company’s latest production, profile the relationships
between the incomparable creative talents collaborating and
the production process.
Results: LA Opera is the world’s first opera company to
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
Reporter.
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129. 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
129
130. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
130
139. Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April
Driven Largely by Surge in Viewership at YouTube.
• Average U.S. Viewer Watched 6.4 Hours of Online Video During
the Month.
source: comScore 139
140. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
140
147. Viral Video Case Study: Chevy Tahoe
• 629,000 visitors to the site by the time of the
contest
• 25% of all SUV sales, out selling Ford by 2 to 1
• 46 day sales cycles, down from 120 days
147
159. 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
• News content vs. feature content
• More controlled/one-way channel
• Credibility and third-party validation
• Efficiency by leverage existing assets
• Unscripted and authentic
• Podcast news releases
159
183. 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
• 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
183
196. Social Networking for PR
• Market research
• How to videos
• D.I.Y. videos
• Promote events
• Solicit donations
• Find influentials
• Build affinity groups
• Be community minded, not sales minded
196
197. Naked Conversations
“Formality suppresses dialogue; informality
encourages it. Formal conversations and
presentations leave little room for debate. They
suggest that everything is scripted and
predetermined. Informal dialogue is open. It
invites questions, encourages spontaneity and
critical thinking...Informality gets the truth out. It
surfaces out-of-the-box ideas -- the ideas that may
seem absurd at first hearing but that create
breakthroughs.“
-Larry Bossidy, CEO, Honeywell
197
201. Wikipedia – From Marketing Sherpa
Getting Listed
“Stub” articles
Propose articles for creation
Enlisting community member to create an article
201
202. Wikipedia – From Marketing Sherpa
Monitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)
202
203. Wikipedia – From Marketing Sherpa
Getting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pages
203
204. Wikipedia – Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
“Peacock Terms”
204
210. Carry the Message
Online Communications Master Class
June 26, 2009 - Boston
PRSA | Map
Online Communications Boot Camp
June 24-25, 2009 - Boston
PRSA | Map
Social Media for Journalists
June 19, 2009 - NYC
Media Bistro | Map
Understanding New Communications Technologies
June 3, 2009 - Las Vegas
The Licensing Show | Map
Source: Social Media Training Calendar
210
212. 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
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
212