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Eric Schwartzman PRSA Tar Heel Chapter Annual Conference High Point University Sept. 10, 2009 Your Gateway to Online Audiences Social Media Training “ Surrender to the Conversation”  How a News Media Junkie Found Solace Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
[object Object],[object Object],[object Object]
Media Relations Addict Star Wars 30 th  Anniversary Salt Lake Olympics Academy Awards Britney Spears Pussycat Dolls
Control Freak Data Points Overarching Message Supporting Messages
Media Training Official Spokespersons
Stakeholder Groups Public Affairs Customer Relations Investor  Relations Labor Relations Community  Relations Industry  Relations Media Relations Analyst Relations Public Relations
Media Relations News Media Addict Television Magazines Radio Newspapers
Junket Junkie
Anti-Social Communications
News Cycles Photo by  Olivander
News Break Strategy National News Regional News Local News Trade Press Target Audience Influencers
Score Ink
Addicted to the Illusion of Control
White Light Experience
Evolution of Media Newspapers News Radio TV News World Wide Web 1992
Web Gave Life to New Media Email SEO Websites
New Media as Mass Media Photo by  Adulau
Control through Stridence
Fax and Email
They Were Googling Me Source: PR Week
New Media Drives Purchasing Decisions Source: Universal McCann 1 2 3
Clicks Instead of Clips Source: Wikipedia
From Push to Pull
Stakeholder Relations through Search
New Media Got Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
Web Got Easy
Photo by  Spackletoe Convenience Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Evolution of Customer Experience
Getting through the Filter with Convenience Apps Source: Sit or Squat search review filter share
User Experience is Conversation User Ratings on Comments Social Search
Brand Ownership Changed Hands Whopper Big Mac Subway Source: This Piggy Blog
Self Policing through Social Antibodies Whopper Big Mac Subway
Citizen Journalism
No Secrets
Consumer Generated Photo Journalists Source: Twitpic
Web Surpasses Mainstream Media Channels Source: Pew Internet
Analog Dollars to Digital Pennies Source: Newspaper Association of America
Press Pool Evaporates Source: Papercuts
For Immediate Discovery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Photo by  Juandazeng
Social Cyber Squatting Source: namechk
Conversations Became Media Source: 2009 Edelman Trust Barometer
Trustworthies Source: 2009 Edelman Trust Barometer
Intimate Media Source: Universal McCann
Now I Practice Edgework Source: Cobalt123
Socialization
Participatory PR
Toyota.com Source: Toyota Online Newsroom
Toyota.com
Toyota.com
Toyota.com
Toyota.com
Toyota.com
Data Visualization in Online Newsrooms HealtheBay.org
Conversation Worthy, without Comments HealtheBay.org
Widgets in Online Newsrooms HealtheBay.org
Socializing Data from Online Newsrooms HealtheBay.org
Publish Instead of Pitch
Rethink the Photo Opp Photo by  Leo Reynolds
National News Influencers Regional News Local News Trade Press Target Audience Fool’s Game Bloggers Podcasters
Photo by  Periodico LaDemocaracia Just Say No to Shotgun Distribution Tactics
Price of Free ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Media Train Everyone
Natives vs. Immigrants Generation Gap Source: Forrester Research
Social   Media Discoverability and Amplification Email SEO Websites New Media Blogs/Podcasts Pure Social Networks Content Social Networks Monitoring Microblogging
Conversations Happen in Real Time
Conversations Shape Opinions Reputation Mainstream News Media Source: Shel Holtz
Carry the Message Source: On the Record…Online Podcast
Carry the Message Source: 2009 Digital Readiness Report
Share my Knowledge ,[object Object],[object Object],[object Object]
Share my Experience ,[object Object],[object Object],[object Object],Source: Social Media Training Calendar
Social Media Training (310) 463-4026 Phone ericbennettschwartzman[at]gmail[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast facebook.com/ericschwartzman Facebook 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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Social Media Training

Notas do Editor

  1. If we could find a way to fit our story neatly within one of their editorial beats, we could use them to do our bidding for us. Please we got the added credibility of an endorsement from a seemingly neutral third-party. We controlled how the message was delivered through spokespeople and media training.
  2. Visibility and Credibility through Neutral Third Parties. Practice of managing the flow of information between an organization and its publics.
  3. Cater to the press for reach and credibility
  4. We controlled how the message was delivered through spokespeople and media training.
  5. Cheaper and more targeted than airplane pamphlet drops.
  6. Controlling the Break. Isolating Online Media.
  7. We controlled how the message was delivered through spokespeople and media training.
  8. And we made sure that the messages were distributed to coincide with news media cycles. And when the web first appeared, before it was easy for anyone to publish content to it, it was used to repurpose mainstream fare.
  9. We weren’t really hearing back from people at the time, so if we upset them by hogging the conversation, we never really knew it.
  10. We weren’t really hearing back from people at the time, so if we upset them by hogging the conversation, we never really knew it. Volume and conversation.
  11. Cheaper and more targeted than airplane pamphlet drops.
  12. Page Rank is the new PR
  13. Web 2.0, Read Write Web, Converse instead of Distribute
  14. What You Say vs .What You Do
  15. What You Say vs .What You Do
  16. What You Say vs .What You Do
  17. What You Say vs .What You Do
  18. Social Antibodies
  19. Hopefully, I’ve given you better understanding of some the trends, threats and opportunities that exist online. MSM no longer dominant Don’t need a printing press or signal. The personal publishing revolution is under way. Resistance is futile, and denial is not a business strategy.
  20. You’ve thought about the fact that people might want certain information about your product, brand or service and published it online so that if I want it. I can easily find it. And if you haven’t, the assumption is that your either arrogant or incompetent, and I’ll exercise my right as a consumer to find a brand that has.
  21. 17,000 employees
  22. Research your prospective targets and be relevant to their interests. Tougher because blogs are niche-niche media, and the only way to get the intelligence you need is to actually read the blog. Significant time investment
  23. Why is it people behave badly online?
  24. Become a community member. Comment on issues of interest. Build your street cred.
  25. Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
  26. Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
  27. Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
  28. Embeddable Flash Streaming, Global Availability via Content Delivery Network and Embed Codes.
  29. Ty examples to their own online presence.
  30. Ty examples to their own online presence.
  31. Ty examples to their own online presence.
  32. Ty examples to their own online presence.
  33. Understanding influence
  34. http://www.socialmediatoday.com/SMC/46090
  35. Center Informs the Edges – Edges Inform the World
  36. http://www.forrester.com/Groundswell/profile_tool.html
  37. Accuracy dimishes as the conversation persists
  38. Online audio and video Social Bookmarking Social Networking