new media boot camp nyc dec. 2010 - day one20091203
TRANSCRIPT
Housekeeping
N t IQ• Net IQ
• Breaks and Lunch
• Cell Phones• Cell Phones
• Introductory Immersion
• Technical ProblemsTechnical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
• I’m @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
2
• Spam Email Account
• Web Browsers
News Media Addict
Britney Spears
Pussycat DollsAcademy Awards
3
Mayor Jerry Brown
Star Wars 30th Anniversary
Plenty of Options
Media Relations
CustomerRelations
Investor Relations
Public Affairs Labor RelationsPublic Relations
Community Relations
Industry Relations RelationsRelations
Analyst Relations
6
News Break Strategy
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
11
Social Web Arrives
Websites
EmailMonitoring
Microblogging SEO
Blogs/PodcastsContent SocialN t k Blogs/PodcastsNetworks
Pure SocialNetworks
23
Networks
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
Discoverability and Amplification
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
36
Networks
Social Media
Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
43
Policy ElementsTransparency of
Public Information
RespectfulnessPenalties
PrivacyIT Policy
Social Media Policy ConfidentialityLegal Matters y ConfidentialityLegal Matters
DiplomacyCrisis Considerations
51
DisclaimersConflict Resolution
Your Curriculum
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
56
Networks
Social Media
Channel Map
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
71
Networks
Social Media
End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderJohn Gilmore, Co FounderElectronic Freedom Foundation
76
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.
78
Online Newsroomsy T
op
icy T
op
ic
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
ain
Nav b
yain
Nav b
y
Site SearchSite Search
Press InfoPress Info
Ma
Ma
av f
or
dia
av f
or
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
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.
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.
82
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
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
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
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
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.
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
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
Subscription Kiosks – Sharing via Email
Optional Comments FieldOptional Comments Field
Recipient’s EmailRecipient’s Email
CAPTCHACAPTCHA
91
User CommentUser Comment
Page TitlePage Title URLURL
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
92
Gov 2.0 - Impact of Public DiplomacyCairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama Peak Freedom Peak
99
Entergy Storm Center Maps Power Outages
Color Color Coded by SizeCoded by Size
Outage Street Level Detail
Outage Street Level Detail
100
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
Jedi List Synchronization
a. Media Lists
b Outlook Exportsb. Outlook Exports
c. Opt ins
d. Professional contactsd. Professional contacts
118
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
120
Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Homepage
Blog PostAuthor/ Date
Blog Postg
Blog Post
122
New Media Monitoring
Leveraging RSS:
1 Web based readers1. Web-based readers
2. Desktop-based readers
3. Email clients
135
Blogger Relations Etiquette
• Listen firstListen first
• Participate, don’t control
• Be of service
• Be modest
• Be authentic
• Be transparent
146
Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogsCorporate blogs
148
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
149
• Send suggestions by the preferred means
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
152
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]
schwartzmanpr.com Website
ontherecordpodcast.com Podcastp
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
170
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