chicago social media training oct 2009
DESCRIPTION
This is the day one deck from the New Media and Social Media Boot Camp I taught in Chicago for PRSA.TRANSCRIPT
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New Media and Social Media Boot Camp
Instructor: @EricSchwartzman
Chicago, Oct. 15, 2009
Day OneDay One
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Housekeeping
• Breaks and Lunch
• Cell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
I’m @ericschwartzman• I’m @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
• Spam Email Account
2
• Spam Email Account
• Web Browsers
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News Media Addict
Britney Spears
Pussycat DollsAcademy Awards
3
Mayor Jerry Brown
Star Wars 30th Anniversary
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Message Map
Overarching Message
Supporting Messages
Data Points
4
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Mainstream Media Training
5
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Plenty of Options
Media Relations
CustomerRelations
Investor Relations
Public Affairs Labor RelationsPublic Relations
Community Relations
Industry Relations RelationsRelations
Analyst Relations
6
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Mass Media Addict
Newspapers
Media RelationsTelevision Magazines
Radio
7
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Junket Junkie
8
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Controlled Communications
9
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Conforming to News Cycles
10
Photo by Olivander
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News Break Strategy
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
11
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Scoring Ink
12
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Illusion of Control
13
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White Light Experience
14
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Evolution of Media
15
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Web Gave Life to New Media
Websites
SEO
16
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New Media as Mass Media
Photo by Adulau
17
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Control through Stridence
18
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Email Blasts
19
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Journalists Relying on Company Websites
20
Source: PR Week
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New Media Driving Purchasing Decisions
112
3
21
Source: Universal McCann
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Page Rank is the New PR
22
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Social Web Arrives
Websites
EmailMonitoring
Microblogging SEO
Blogs/PodcastsContent SocialN t k Blogs/PodcastsNetworks
Pure SocialNetworks
23
Networks
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Web Gets Easy
24
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Convenience Communications
• Content’s claim to the crown
User experience and reputation• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use Drives Adoption Photo by Spackletoe
• Ease of Use Drives Adoption
25
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
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Convenience Online
search reviewfilter share
26
Source: Sit or Squat
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User Experience is Conversation
Social Search
User Ratings on Comments
27
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What You Say vs. What You Do
28Whopper Big Mac SubwaySource: This Piggy Blog
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Higher Power: Social Antibodies
29Whopper Big Mac Subway
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Citizen Journalism: Triangulating Truth
30
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No Secrets
31
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90 Million Photo Journalists
32
Source: Twitpic
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For Immediate Discovery
• Patience thresholds
• Anticipate
• Respond
Photo by Juandazeng
33
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Web Surpasses Mainstream Media Channels
34
Source: Pew Internet
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Analog Dollars to Digital Pennies
35Source: Newspaper Association of America
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Discoverability and Amplification
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
36
Networks
Social Media
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Social Media Identity Theft
37Source: namechk
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Conversations are Media
38Source: 2009 Edelman Trust Barometer
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Times Are Changing
39
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Crowd Sourcing Conferences
40
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Open Government
41Source: US Federal Government
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Democratizing Policy
42
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Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
43
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New Influencers Are Not a Demographic
44
Photo by Periodico LaDemocaracia
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Rethink the Photo Opp
45
Photo by Leo Reynolds
Brian Stauffer
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Conversations are Intimate
46
Source: Universal McCann
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Edgework
47
Source: Cobalt123
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New Media Train Everyone
48
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Everyone Needs Guidance
People ProcessPolicy Technologyp y
49
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Celebrated Social Media Policy
50
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Policy ElementsTransparency of
Public Information
RespectfulnessPenalties
PrivacyIT Policy
Social Media Policy ConfidentialityLegal Matters y ConfidentialityLegal Matters
DiplomacyCrisis Considerations
51
DisclaimersConflict Resolution
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Conversations Shape Reputation R
ep
utta
tion
52Mainstream News Media
Source: Shel Holtz
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Truth for Some People
53
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News is Frequent Updating
54
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Provide Social Media Training
55
Source: 2009 Digital Readiness Report
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Your Cirriculum
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
56
Networks
Social Media
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Morning Break
57
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Guiding Principles
58
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Play Nice
59
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Pseudo-Anonymity
60
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Democratize
61
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Conversations have Demographics
Generation Gap
62
Source: Forrester Research
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Filling Your Own News Hole
63
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Transparency and Authenticity
64
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Customer Service Rep as Spokesperson
65
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Unintended Consequences
66
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Retention Training Manual Leaked
67
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Getting through the Filter
68
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Revolution Rant
69
RevolutionaryAristocratEisner Lassiter
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Share My Experience
70Source: On the Record…Online Podcast
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Channel Map
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
71
Networks
Social Media
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Websites and Online Newsrooms
72
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Or This:
73
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Resistance is Futile
74
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Control vs. Credibility
75
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End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderJohn Gilmore, Co FounderElectronic Freedom Foundation
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Website is the Center Point
77
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Organizing Your Web Presence First
1 Y b it i th t dibl1. Your website is the most crediblesource of information online about your organizationyour 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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Making Online News Scanable
79
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Online Newsroomsy T
op
icy T
op
ic
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
ain
Nav
by
ain
Nav
by
Site SearchSite Search
Press InfoPress Info
Ma
Ma
av
for
dia
av
for
dia
SubscriptionsSubscriptions
Secondary E h iSecondary E h i
Su
b N
aM
ed
Su
b N
aM
ed
Lead Story with Lead Story with cscs
EmphasisEmphasis
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
HeadlineHeadlineHo
t To
pic
Ho
t To
pic
80
Logical PathLogical Path
Thumbnails in IndexThumbnails in Index
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
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Subscription Kiosks
Subscription Kiosk with RSS,
Subscription Kiosk with RSS, Email and Sharing
Email and Sharing
The Subscription Kiosk should be used as a function element on every page within the online newsroom
81
online newsroom.
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Subscription Kiosks ‐ RSS
Cli k bCli k bClickable RSS Text and Icon
Clickable RSS Text and Icon
Step One – Visitor clicks the RSS text or icon.
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Subscription Kiosks – Custom Feeds
Help ScreenHelp Screen
Category Category
Sub Category Feed
Sub Category Feed
ry Feedry Feed
Sub Category Feed
Sub Category Feed
83
Generates Custom RSS Feed
Generates Custom RSS Feed
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Subscription Kiosks – One‐Click Import
Close OptionClose Option
One Click Subscription to Google Reader or iGoogle
One Click Subscription to Google Reader or iGoogle
Close OptionClose Option
Subscribe via Internet Explorer or Firefox
Subscribe via Internet Explorer or Firefox
View Raw RSS FeedView Raw RSS Feed
84
Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw
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Subscription Kiosks – Email Alerts
Cli k blCli k blClickable Alerts Text and Icon
Clickable Alerts Text and Icon
Step One – Visitor clicks the Alerts text or icon.
85
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Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber Subscriber Subscriber enters email address
Subscriber enters email address
CAPTCHA Code function with audio accessibility for
CAPTCHA Code function with audio accessibility for yvisually impaired visitors
yvisually impaired visitors
Confirmation Confirmation
86
Confirmation messageConfirmation message
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Subscription Kiosks – Email Authentication Links
E il E il Email Sent from Online Newsroo
Email Sent from Online Newsroo
Unique URLUnique URL
m Domainm Domain
Step Three– Visitor clicks on an unique hyperlink sent to the registered email dd f th ’ d i
87
address from the newsroom’s domain.
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Subscription Kiosks – Email Category and Sub Categories
88
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Subscription Kiosks ‐ Sharing
Cli k bl Cli k bl Clickable Share Text and Icon
Clickable Share Text and Icon
S O Vi i Step One – Visitor clicks the Share text or icon.
89
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Subscription Kiosks – Sharing via Social Networks
Clickable Share Clickable Share Clickable Share Text and IconClickable Share Text and Icon
Forward via EmailForward via Email
Format to PrintFormat to Print
Page Title, Website, Category, Publisher (Specific to General)
Page Title, Website, Category, Publisher (Specific to General)(Specific to General)(Specific to General)
PermalinkPermalink
90
Facebook CAPTCHAFacebook CAPTCHA
PermalinkPermalink
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Subscription Kiosks – Sharing via Email
Optional Comments FieldOptional Comments Field
Recipient’s EmailRecipient’s Email
CAPTCHACAPTCHA
91
User CommentUser Comment
Page TitlePage Title URLURL
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Experts Database
Expert Database Search ResultsExpert Database Search Results Expert Detail PageExpert Detail Page
S t B O tiS t B O ti
Paginated ResultsPaginated Results
Sort By OptionSort By Option
Searches “Area of Expertise” field (manually entered)
Searches “Area of Expertise” field (manually entered)
Thumbnail ImageThumbnail Image
Newsroom LinksNewsroom Links
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Data Visualization Resource
93
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Data Visualization Resource
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Data Visualization - Embed Codes
95
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Data Visualization - Beach Report Card
96
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Gov 2.0 – IT Dashboard
97Source: US Federal Government
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Gov 2.0 – Government as a Platform
98
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Gov 2.0 - Impact of Public DiplomacyCairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama Peak Freedom Peak
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Entergy Storm Center Maps Power Outages
Color Color Coded by SizeCoded by Size
Outage Street Level Detail
Outage Street Level Detail
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Crisis Communications Template
Standard HomepageStandard
HomepageBlack Box HomepageBlack Box Homepage
Black Black BoxBox
Background Image
Background Image
No Background Image
No Background Image
Crisis FooterCrisis Footer
Standard FooterStandard Footer
101
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Online Crisis Communications – Demand Spike
102
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Domain Links Build Credibility
103
Source: Toyota Online Newsroom
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Participatory PR
104
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Go Where the People Are
105
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Inviting them to your Domain to Socialize
106
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Aligning with Back Channels
107
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Debunking Misinformation
108
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Lunch
109
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110Source: Universal McCann
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Links vs. Attachments
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Resource: Sending Large Files
112
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Email Risks
113
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Email Risks: Blogger Fights Back
114
unique visitor to lifehacker.com
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Email Risks: Blogger Fights Back
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Reverse Engineering Media Contact Lists
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Media Contact Lists by Region
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Jedi List Synchronization
a. Media Lists
b Outlook Exportsb. Outlook Exports
c. Opt ins
d. Professional contactsd. Professional contacts
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Direct Communications: Coping with Attention Deficits
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Email Newsletter Campaign Elements
1. Content Strategygy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6 M t/R ti6. Measurement/Reporting
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Anatomy of the Blog
Source: Dickson Fong
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Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Homepage
Blog PostAuthor/ Date
Blog Postg
Blog Post
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Anatomy of the Blog: Permalinks
Permalink
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Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
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Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
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Anatomy of the Blog: Comments
126
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Anatomy of the Blog: Comment Moderation
Consider adding information babout turn
around time
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Anatomy of the Blog: Comment Moderation
Consider adding moderation policy hyperlinkhyperlink
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Anatomy of the Blog: Moderation Challenges
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Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
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Anatomy of the Blog: Widgets
WidgetWidget
Widget
idWidget
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Credibility of Domain
132
Source: UCLA Online Newsroom
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Astroturfing
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Anatomy of the Blog: RSS
Open Tag - < >Close Tag - </ >
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New Media Monitoring
Leveraging RSS:
1 Web based readers1. Web-based readers
2. Desktop-based readers
3. Email clients
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Live Demo: Using Google Reader
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New Media Notifications
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Afternoon Break
138
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Blogger Relations
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Collective Intelligence?
140
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Submit your attention
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Participate
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Courtship matters
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You can’t buy passion
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Set the record straight
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Blogger Relations Etiquette
• Listen firstListen first
• Participate, don’t control
• Be of service
• Be modest
• Be authentic
• Be transparent
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Case Study: Rock-Ola
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Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogsCorporate blogs
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Cory Doctorow’s Blogger Relations Tips
• Have a link
• Have a permanent linkHave a permanent link
• Have a link for everything
• Avoid flash sites• Avoid flash sites
• Avoid PDFs
• Make video downloadable and streamable• Make video downloadable and streamable
• Put your URL on your images
Li ki li i idi l• Linking policies are ridiculous
• Specify credit and usage rights
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• Send suggestions by the preferred means
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Online Reputation Management
150
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Blog Crisis: Case Study
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Case Study: Blog Crisis
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
l l f fl l bl• Cultivate an inner circle of influential bloggers
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Corporate Blogs
153Source: Monsanto Blog
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Unfiltered Conversation
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Messaging through Sneeze Posts
155
Source: Monsanto Blog
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Intro to Micro Blogging
S C t TV
156
Source: Current TV
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Twitter as a News Source
157Source: Examiner.com
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Anatomy of a Microblog
External Communications
Media Relations
158
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Anatomy of a Twitter Client: TweetDeck
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Crowd Sourcing Customer Service on Twitter
160
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Anatomy of a Twitter: TweetChat
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Hashtags.org
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Anatomy of the Blog: TwitterFeed
163
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Tracking Twitter Favorites
164
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Tracking Tweets by Geography
165
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Twitter Case Studies
166
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Social Media for Parents
167
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Social Media Training for Dads
168
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Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]
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Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
169
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