This document provides an overview of a social media boot camp held on November 4, 2010. It covers topics such as expectations for the boot camp, changes in media consumption habits, message mapping, media relations strategies, new media communications options like blogs and social networks, and tools for monitoring social media conversations. Demonstrations are provided on how to set up RSS feeds from news sites, blogs, forums and Twitter to track coverage and conversations in Google Reader. Guidelines are also offered for engaging in blogging and on social networks like Twitter.
7. 7
Plenty of Options
Public Affairs
Customer
Relations
Investor
Relations
Labor Relations
Community
Relations
Industry
Relations
Media Relations
Analyst Relations
Public Relations
24. 24
Photo by Spackletoe
Grassroots Communications Have to be Easy
• 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
25. 25
How Will You Get Through the Filter?
Source: Sit or Squat
search reviewfilter share
42. 42
Policy vs. Guidance
Social Media
Policy
Transparency of
Public
Information
Respectfulness
Privacy
Confidentiality
Diplomacy
Disclaimers
Conflict
Resolution
Crisis
Considerations
Legal Matters
IT Policy
Penalties
48. 48
Position Social Media as Extending Existing Efforts
Listorious shows over 200 USA Today reporters, 243 New York Times
reporters and more than 100 Wall Street Journal reporters on Twitter.
49. 49
Selling Social Media to Management
• 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
73. 73
Demo: Monitoring Online Forums in Google Reader
Forums RSS
Feed Loaded in
Google Reader
Click “Manage
subscriptions”
link to put feeds
into folders
102. 102
Case Study: Blog Storm
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
107. 107
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
108. 108
Use Google Reader to Answer the Phone
From “Trust Agents” – Pg. 197
Photo by spaceamoeba
109. 109
Photo by Stu Spivack
Customer Service as PR
Inspired by “Twitterville”
110. 110
Deciding Who to Engage
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
127. 127
“ '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
129. 129
Anatomy of Twitter
Since the last browser refresh
Number of unused
characters
The Tweets of
everyone I’m
following
Tweet Field
130. 130
Anatomy of Twitter: @replies, ReTweets & Trends
My @reply, in full view of others
Where 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
136. 136
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
138. 138
Anatomy of Twitter: Following
Lists
Options
Tweeters I’m
Following
Expanded
View Option
139. 139
Anatomy of Twitter: Followers
Followers I’m
Following
Tweeters
Following me
List View
Option
Click “followers”
to view
everyone you’re
following
140. 140
Demo: Change Your Twitter Background
Where to
change the
look of your
Twitter
webpage
Choose a
standard
design
Upload a
custom
background
Where to find
your settings
169. 169
Thank You
(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
187. 187
End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Electronic Freedom Foundation
194. 194
MainNavbyTopicSubNavfor
Media
Column 1 Column 2 Column 3 Column 4
Lead Story with
Clickable
Thumbnail
Logical
Path
Headline
Thumbnails in
Index
Site Search
Press Info
Subscriptions
Sub HeadlinePrimary
Emphasis
HotTopics
Secondary
Emphasis
Online Newsroom Design
195. 195
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
196. 196
Clickable RSS
Text and Icon
Step One – Visitor clicks
the RSS text or icon.
Subscription Kiosks - RSS
198. 198
Step Three– Branded icons help
visitors move their subscriptions
into their RSS reader of choice,
subscribe via browser or view a raw
One Click Subscription
to Google Reader or
iGoogle
Subscribe via
Internet Explorer or
Firefox
View Raw RSS
Feed
Close Option
Subscription Kiosks – One-Click Import
199. 199
Clickable Alerts Text
and Icon
Step One – Visitor
clicks the Alerts text
or icon.
Subscription Kiosks – Email Alerts
201. 201
Step Three– Visitor clicks on an unique
hyperlink sent to the registered email
address from the newsroom’s domain.
Unique URL
Email Sent
from Online
Newsroom
Domain
Subscription Kiosks – Email Authentication Links
204. 204
Clickable Share
Text and Icon
Forward via Email
Format to Print
Page Title, Website,
Category, Publisher
(Specific to General)
Facebook CAPTCHA
Permalink
Subscription Kiosks – Sharing via Social Networks