Social Media Training at AED: Day 1
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Social Media Training at AED by Eric Schwartzman. This is Day 1 of a 2-Day Seminar delivered on Nov. 9, 2010 in Wqshington, D.C. Feel free to use this deck but please credit www.ericschwartzman.com
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Social Media Training at AED: Day 1
- 1. Social Media Boot Camp at AED @EricSchwartzman Day One – Nov. 9, 2010
- 2. 2 Housekeeping • Expectations • Immersive workshop • New vocabulary • Focus on strategy • Cover mechanics • Slide numbers • Digital handouts • Hashtag #smbc • Live stream: www.ontherecordpodcast.com
- 3. 3 Is Social Media a Fad?
- 4. 4 Mayor Jerry Brown Britney Spears News Media Addict Star Wars 30th Anniversary Pussycat Dolls Academy Awards
- 7. 7 Plenty of Options Public Affairs Customer Relations Investor Relations Labor Relations Community Relations Industry Relations Media Relations Analyst Relations Public Relations
- 8. 8 Media Relations Mass Media Addict Television Magazines Radio Newspapers
- 11. 11 New Purpose for the Press Release Source: Pew Internet Percentage of Internet users who sited each type of site as their favorite
- 12. 12 Conforming to News Cycles Photo by Olivander
- 13. 13 News Break Strategy National News Influencers Regional News Local News Trade Press Target Audience
- 14. 14 Scoring Ink
- 16. 16 Web Surpasses Mainstream Media Channels Source: Pew Internet
- 17. 17 Analog Dollars to Digital Pennies Source: Newspaper Association of America
- 18. 18 Law of Diminishing Returns Source: Paper Cuts
- 21. 21 Pressroom Print Photo Electronic Pressroom Analogy
- 22. 22 Internet Print Photo Electronic Internet Analogy
- 23. 23 Traditional vs. Online is like Cash vs. Card
- 24. 24 Web Gave Life to New Media Email SEO Websites
- 26. 26 New Media as Mass Media Photo by Adulau
- 27. 27 But Social Media is Mass Intimacy
- 28. 28 Web Gets Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
- 29. 29 Web Gets Easy
- 30. 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. 31 How Will You Get Through the Filter? Source: Sit or Squat search reviewfilter share
- 32. 32 What You Say vs. What You Do Whopper Big Mac SubwaySource: This Piggy Blog
- 33. 33 Business Case: Encourage P2P Communications Whopper Big Mac Subway
- 34. 34 Customer Service Rep as Spokesperson
- 36. 36 Retention Training Manual Leaked
- 38. 38 How Can You Crowd Source Your Efforts?
- 39. 39 Can You Crowd Source During a Crisis?
- 41. 41 Reporters are Everywhere Now
- 42. 42 How Will You Read the Tea Leaves?
- 43. 43 There’s a Revolution Underway RevolutionaryAristocratEisner Lassiter
- 44. 44 Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging Social Media Discoverability and Amplification Email SEO Websites New Media
- 45. 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. 46 The Business Case: Google “Sucks” Test
- 47. 47 The Business Case: Real Time Results
- 48. 48 The Business Case: Build a Coalition
- 49. 49 Business Case: Position Social Media as Extension Listorious shows over 200 USA Today reporters, 243 New York Times reporters and more than 100 Wall Street Journal reporters on Twitter.
- 50. 50Source: Altimeter Group Social Media Marketing Adoption in Business
- 51. 51 Social Media Marketing Adoption in Business Source: Altimeter Group
- 52. 52 Social Media Marketing Adoption in Business Source: Altimeter Group
- 53. 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. 54 Social Media Marketing Adoption in Business • Monitoring conversations • Defending the brand • Real time campaign course correction • Social media interactions from real world events
- 55. 55 Transparency Fosters Empathy Source: US Federal Government
- 57. 57 Social Network for Election Monitoring
- 61. 61 End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Electronic Freedom Foundation
- 62. 62 Morning Break
- 63. 63 It’s Time to Play… Who Wants to be a Social Media Research Rock Star?
- 64. 64 Digital Penetration vs. MSM Source: TNS Digital Life Study, Oct. 10, 2010
- 65. 65 Social Networking is Truly Mass Market Source: TNS Digital Life Study, Oct. 10, 2010
- 66. 66 How People Access the Internet Source: TNS Digital Life Study, Oct. 10, 2010
- 67. 67 What Activities People Do Most Online with Who Source: TNS Digital Life Study, Oct. 10, 2010
- 68. 68 Time Spent Online Source: TNS Digital Life Study, Oct. 10, 2010
- 69. 69 Nigeria vs. Saudi Arabia Source: TNS Digital Life Study, Oct. 10, 2010
- 70. 70 Uganda vs. UAE Source: TNS Digital Life Study, Oct. 10, 2010
- 71. 71 Estonia vs. USA Source: TNS Digital Life Study, Oct. 10, 2010
- 72. 72 Digital Lifestyles Source: TNS Digital Life Study, Oct. 10, 2010
- 73. 73 Digital Lifestyles by Geography Functionals Aspirers Networkers Knowledge Seekers Communicators Influencers
- 74. 74 In the Emerging World, Digital is New Source: TNS Digital Life Study, Oct. 10, 2010
- 75. 75 In the Emerging World, Digital is a Form of Freedom Source: TNS Digital Life Study, Oct. 10, 2010
- 76. 76 The Developing World is MORE Engaged Source: TNS Digital Life Study, Oct. 10, 2010
- 77. 77 Social Networking vs. Email Source: TNS Digital Life Study, Oct. 10, 2010
- 78. 78 PSNH Case Study: Process Detail
- 79. 79 Organizational Communications Destination WebsiteTwitter & Facebook YouTube & Flickr News Media Constituents Operational Framework for Social Media Engagement
- 80. 80 Social Media Content/Sharing Strategy Conference Call, Speech or Event MP3 Podcast Text Transcript Blog Post PowerPoint SlideShare Video Webcast & YouTube
- 81. 81 Lunch Break: 1 Hour
- 82. 82 Media is Filtered for Us
- 83. 83 Social Media is Unedited Brian Solis
- 84. 84 We Edit Social Media Ourselves “It’s not information overload, it’s filter failure.” Clay Shirky, author, Here Comes Everybody
- 89. 89 Finding Relevant Tweets by Geolocation
- 90. 90 Finding Relevant Tweets by Geolocation
- 92. 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. 93 Validating Regional Interests with Search
- 94. 94 RSS Readers Leveraging RSS: 1. Browsers 2. Web-based readers 3. Desktop-based readers 4. Email clients
- 95. 95 Google Reader
- 96. 96 Demo: Social Media Monitoring Dashboard
- 97. 97 Demo: Search a Keyword in Google News Locate the RSS Icon at the Bottom of the Google News Search Results
- 98. 98 Demo: Add the RSS Feed URL to Google Reader
- 99. 99 Live Demo: Add RSS feed to Google Reader Clicking “Add a subscription” button opens field to insert URL of RSS Feed
- 100. 100 Demo: Add RSS feed to Google Reader Google News Feed Loaded in Google Reader
- 101. 101 Demo: Monitor Blogs with RSS Back to Google News more Blogs
- 102. 102 Demo: Convert Blog Search Results to RSS Click the RSS option to subscribe to these search results in Google Reader
- 103. 103 Demo: Convert Blog Search Results to RSS Copy the URL of the web page on which the RSS feed is displayed
- 104. 104 Demo: Enter RSS feed in Google Reader Paste the Blog Search Results URL into the “Add a subscription” pop-up field
- 105. 105 Demo: News and Blog RSS Feeds in Google Reader Google Blog Feed Loaded in Google Reader
- 106. 106 Demo: Monitoring Twitter Convert Twitter Search Results to RSS
- 107. 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. 108 Demo: Subscribe to a Wikipedia Article
- 109. 109 Demo: Wikipedia RSS feed in Google Reader Edits to the Wikipedia article appear in real time Edits by Anonymous Users
- 110. 110 Demo: Monitoring Online Forums in Google Reader Show Tools link in Menu Bar Opens RSS Option
- 111. 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. 112 Demo: Managing Subscriptions in Google Reader Select “Add to folder” “Cheonan”
- 113. 113 Demo: Managing Subscriptions in Google Reader Select “Add to folder” “New folder”
- 114. 114 Demo: Cheonan Folder Added to Google Reader
- 115. 115 Case Study: Marriage of Marketing and Customer Service http://www.youtube.com/watch?v=InrOvEE2v38
- 116. 116 What Head’s Up is Talking About
- 118. 118 Case Study: Social Media Dashboard Findings Cairo Speech “Obama” Peak “Freedom” Peak
- 122. 122 Titles Tags Appear in Bookmarks and Favorites
- 123. 123 Benefits of Sharing 1. Access saved links from anywhere 2. Share saved links privately or publicly 3. Use social intelligence to find info online
- 124. 124 Exercise: Social Bookmarking the Blogosphere 1. Create Delicious account 2. Log in 3. Save a Bookmark 4. Choose a Tag to Index the Blog
- 125. 125 Communicator’s Guide to Twitter Source: Current TV
- 126. 126 Twitter is Now finds what’s already happened finds what’s happening now
- 127. 127 Twitter is Public Record
- 128. 128 Twitter is News Source: Examiner.com
- 129. 129 Tweet is a Signal Flare
- 130. 130 Twitter is Immediate TwitPic of Missing Girl Trending Topic Selected ReTweet Volume Over Time Trending Topics Daily Trending Keywords
- 131. 131 Twitter is Empowers Individuals
- 133. 133 Twitter is Revolutionary ReTweeting Fake Tweets
- 134. 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. 135 Demo: Twitter & Mapping Communities
- 136. 136 HootSuite
- 138. 138 Social Media Management Platforms Source: Jamie Beckland, White Horse
- 141. 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.
- 144. 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