7. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
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8. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
8
29. Marketing with Convenience
• Ease of use
• Content’s claim to the crown
• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use and Adoption
Photo by Spackletoe
Evolution of Customer Experience
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37. For Immediate Discovery
• Search is immediate
• Blogging is immediate
• Shorter patience thresholds
• Sharing is nice
• Anticipate and respond
Photo by Juandazeng
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41. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
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81. Recap
Print Circs Declining
CPMs Declining
The Media is Dying
Quantity and Credible of UGC
Increasing
New Media Communications
Land Grab In the Workplace
Informing Conversations is Source: Pew Internet
Social Media Communications
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82. Channel Map
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
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86. Organizing Your Web Presence First
1. Your website is the most credible
source of information online about
your organization.
2. A press release distributed on a paid
newswire service is the second most
credible source of information online
about your organization.
According to a survey [PDF] of 1200 journalists by PR Newswire and PR Week.
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145. 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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148. 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.
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149. More Advice to Aspiring Bloggers from Peter Rojas
• Be passionate
• Start slow
• Be enthusiastic
• Be critical
• Be credibility
• Pick a niche topic
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150. 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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152. 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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153. 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
• Chris Brogan
153
154. 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
• problogger
154
155. 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
155
169. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
169
170. 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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173. 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
173
181. 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
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