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.

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

2. Media & Democracy
2

3. Prediction: Fourth Estate’s Fortunes Have Waned
3

4. Prediction: Living Mediascape
4

5. Prediction: Electronic Paper
5

6. Prediction: Social News Filter
6

7. Digg vs. Other Media
Source: Compete.com
7

8. Prediction: Growth of Social Networking
8

9. World Map of Social Networks
Source: Vinco’s Blog
9

10. Prediction: Google Combines Services
10

11. Prediction: Privacy Levels
Source: NY Times
11

12. Prediction: News Wars
12

13. Prediction: Social Graph
13

14. Prediction: Fact Stripping Robots
14

15. Deconstructing the News Release
15

16. Anatomy of the Blog
Source: Dickson Fong
16

17. Anatomy of the Blog: Blogs and Blog Posts
Homepage
Blog/Homepage
Blog Post
Author/ Date
Blog Post
Blog Post
17

18. Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
18

19. Anatomy of the Blog: Permalinks
Permalink
19

20. Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
20

21. Anatomy of the Blog: Comments
21

22. Anatomy of the Blog: Comment Moderation
Consider
adding
information
about turn
around time
22

23. Anatomy of the Blog: Comment Moderation
Consider adding
moderation policy
hyperlink
23

24. Anatomy of the Blog: Moderation Challenges
24

25. Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
25

26. Anatomy of the Blog: Widgets
Widget
Widget
Widget
26

27. Anatomy of the Blog: Tags Clouds
A list of tags where size reflects
popularity.
27

28. Anatomy of the Blog: Widgets
28

29. Astroturfing
29

30. Anatomy of the Blog: TwitterFeed
30

31. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
31

32. New Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
32

33. Live Demo: Using Google Reader
33

34. Live Demo: Email Alerts
34

35. Guidelines for Bloggers
35

36. Play Nice
36

37. Pseudo-Anonymity
37

38. Summarize
38

39. One to Many
39

40. Democratize
40

41. Unfiltered
41

42. Blogger Ethics
42

43. Thou shall not confuse thy opinion with truth
43

44. Thou shall not invoke personal attacks
44

45. Thou shall stick to the subject at hand
45

46. Thou shall cite thy references
46

47. Thou shall punctuate and capitalize
47

48. Thou shall own up to thy mistakes
48

49. Thou shall not use aliases or sock puppets
49

50. Thou shall not feed the trolls
50

51. Thou shall resize thy images
51

52. Thou shall keep online baggage online
52

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
53

54. Social Media Policies
People Policy Process Technology
54

55. Social Media Policy
55

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
58

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
59

60. Wonder Wheeling Blog Post Ideas
60

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
61

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
62

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
63

64. Benefits of Blogging
64

65. Blogger Relations
65

66. Collective Intelligence?
66

67. Submit your attention
67

68. Participate
68

69. Courtship matters
69

70. No Broadcast Distribution
70

71. Humanize
71

72. You can’t buy passion
72

73. Set the record straight
73

74. Blogger Relations Etiquette
• Listen before talking
• Participate, don’t control
• Be of service
• Be modest
• Be authentic
• Be transparent
74

75. Case Study: Microsoft
75

76. Case Study: Nokia
76

77. Case Study: Rock-Ola
77

78. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
78

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

80. Online Reputation Management
80

81. Blog Crisis: Case Study
81

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

83. Micro Blogging
Source: Current TV
83

84. Twitter as a News Source
Source: Examiner.com 84

85. Anatomy of a Microblog
External
Communications
Media Relations
85

86. Anatomy of a Twitter Client: TweetDeck
86

87. Anatomy of a Twitter: TweetChat
87

88. Hashtags.org
88

89. Twitter Case Studies
89

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

91. Live Demo: Livening Up Your Blog
91

92. Demo: Blogging a YouTube Clip
92

93. Demo: Livening Up Your Blog
93

94. Demo: Site Meter
94

95. Demo: FeedBurner
95

96. Live Demo: Email Subscription Widget
96

97. Demo: Social Bookmarking Widget
97

98. Live Demo: Tagging Blog Posts
98

99. Live Demo: Livening Up Your Blog
99

100. Live Demo: Livening Up Your Blog
100

101. Live Demo: FriendFeed
101

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

103. Online Audio and Video
podcast
download webcast
103

104. Podcasts
104

105. Podcasts Defined
Types of Podcasts:
• Audio and Video
• Repurposed Electronic Media
• Print MSM Extensions
• Originally Produced
105

106. Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
106

107. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
107

108. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
108

109. Finding Podcasts through Show Notes
109

110. iTunes Podcatcher
110

111. Distributing Through iTunes
111

112. RSS 2.0 with Enclosures
Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7
112

113. Feed Validators
113

114. Podcast in iTunes
114

115. Who is Podcasting: Case Study
Who is Podcasting?
115

116. Case Study: IBM
Podcasts: Employees as Evangelists
116

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.
117

118. Case Study: APM Music
118

119. Case Study: APM Music
119

120. Case Study: APM Music
120

121. Case Study: APM Music
121

122. Case Study: Castrol
The Media Business: Editorial vs. Advertising
•NHRA Driver Ashley Force
First
•Castrol Executives Second
122

123. Case Study: Starbucks
123

124. Case Study: Starbucks
124

125. Podcast Production
125

126. Podcast Production
126

127. Podcast Production
127

128. Podcast Production
128

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

131. ID3 Tagging
131

132. Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
132

133. Implementation Recommendations
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a “Best of Episode”
133

134. Promoting Podcasts: Signature Blocks
134

135. Promotion Podcasts: Email Marketing
135

136. Promoting Podcasts: PNRs
136

137. Promoting Podcasts: SEOed Press Release
137

138. Promoting Podcasts: Industry Awards
138

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

141. Online Video: Marie Digby
141

142. Online Video: Marie Digby
142

143. Online Video: Marie Digby
143

144. Blog Response: Marie Digby
144

145. Blog Comments: Marie Digby
145

146. Viral Video Case Study: Chevy Tahoe
146

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

148. Online Video: Internal Communications
148

149. Online Video: Internal/External Communications
149

150. Video in Online News Rooms
150

151. Shooting Video: Streaming Gear
151

152. Shooting Video: Flip
152

153. Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
153

154. Shooting Video: High-End – Canon XL H1S
154

155. Video Editing Software – Windows Movie Maker
155

156. Video Editing Software – Mac iMovie
156

157. Centralized Online Video Distribution
157

158. Content Strategy: Live Online Broadcasting
158

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

160. Social Bookmarking
160

161. Favorites use Title Tags
161

162. Social Bookmarking
162

163. Benefits of Sharing
1. Access favorites from anywhere
2. Share your favorites publicly
3. Use popular opinion to find info online
163

164. Live Demo: Social Bookmarking
1. Create Delicious account
2. Log in
3. Post URL
4. Save
5. Search popular tags
164

165. Live Demo: Social Search Monitoring
1. Query Delicious
2. Add Resulting RSS Feeds to Google
Rearder
165

166. Live Demo: Questions
1. Yahoo! Answers
2. Linkedin Questions
3. Facebook Status
4. Twitter
166

167. User Ratings
167

168. Social News Site: Digg
168

169. Social Bookmarking: Digg
169

170. Social Networking
Image by: Luc Legay
170

171. Global Social Networking Penetration
171

172. Global Social Networking Penetration Growth
172

173. Corporate Social Networking Adoption
173

174. Global Social Networking Brand
174

175. Social Networking – Usage Trends
175

176. Social Networking: US Communities by Popularity
• Facebook 78%
• MySpace 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
176

177. Social Networking: MySpace
Back End Front End
177

178. Social Networking: Facebook
178

179. Social Networking: Custom URLs
179

180. Social Networking: Facebook Company Pages
180

181. Social Networking: Facebook Company Pages
181

182. Social Networking: Facebook Company Pages
182

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

184. Case Study: HSBC
184

185. Social Networking: Linked In
185

186. Social Networking: Linked In Groups
186

187. Social Networking: Niche Nets
187

188. Social Networking: Niche Nets
188

189. Social Networking: Niche Nets
189

190. Social Networking: White Label Platforms
190

191. Social Networking: White Label Platforms
191

192. Social Networking: ExchangesConnect
192

193. Social Networking Aggregators
193

194. Social Networking Aggregators
194

195. Social Networking Mash-Ups
195

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

198. PSNH Case Study: Process Detail
198

199. New Media Case Study: PCNH
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Constituents
Service
199

200. Wikipedia
200

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

205. Wikipedia Hall of Shame
205

206. Monsanto Edits Michael Moore
206

207. US DoJ Obfuscates Bush Criticism
207

208. Wisdom of the Chaperones
208

209. Chris Wilson On the Record…Online
209

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

211. Help Yourself
211

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