Social Media and New Media Workshop (FSI) PY363 - Day 2
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- 1. New Media and Social Media Workshop TsevisForeign Service Institute Department of State School of Professional and Area StudiesPublic Diplomacy Division Director: Matthew LussenhopInstructors: Chris Degnan, Matthew Lussenhop, Eric SchwartzmanCourse Number PY363 July 16, 2009
- 2. Media & Democracy 2
- 3. Prediction: Fourth Estates Fortunes Have Waned 3
- 4. Prediction: Living Mediascape 4
- 5. Prediction: Electronic Paper5
- 6. Prediction: Social News Filter6
- 7. Digg vs. Other MediaSource: Compete.com 7
- 8. Prediction: Growth of Social Networking 8
- 9. World Map of Social Networks Source: Vincos Blog9
- 10. Prediction: Google Combines Services10
- 11. Prediction: Privacy LevelsSource: NY Times 11
- 12. Prediction: News Wars 12
- 13. Prediction: Social Graph13
- 14. Prediction: Fact Stripping Robots 14
- 15. Deconstructing the News Release 15
- 16. Anatomy of the Blog Source: Dickson Fong16
- 17. Anatomy of the Blog: Blogs and Blog PostsHomepage Blog/HomepageBlog PostAuthor/ DateBlog PostBlog Post 17
- 18. Anatomy of the Blog: Feeds, Site and Social SearchRSS Feed Blog Search Social Search Top Rated 18
- 19. Anatomy of the Blog: Permalinks Permalink 19
- 20. Anatomy of the Blog: HyperlinksHyperlinkHyperlink Hyperlink20
- 21. Anatomy of the Blog: Comments 21
- 22. Anatomy of the Blog: Comment ModerationConsideraddinginformationabout turnaround time22
- 23. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 23
- 24. Anatomy of the Blog: Moderation Challenges24
- 25. Anatomy of the Blog: Blog RollsBlog RollBlog Roll25
- 26. Anatomy of the Blog: Widgets WidgetWidget Widget26
- 27. Anatomy of the Blog: Tags Clouds A list of tags where size reflects popularity.27
- 28. Anatomy of the Blog: Widgets28
- 29. Astroturfing29
- 30. Anatomy of the Blog: TwitterFeed30
- 31. Anatomy of the Blog: RSSOpen Tag - < >Close Tag - > 31
- 32. New Media MonitoringLeveraging RSS:1. Web-based readers2. Desktop-based readers3. Email clients 32
- 33. Live Demo: Using Google Reader33
- 34. Live Demo: Email Alerts 34
- 35. Guidelines for Bloggers 35
- 36. Play Nice 36
- 37. Pseudo-Anonymity37
- 38. Summarize 38
- 39. One to Many 39
- 40. Democratize 40
- 41. Unfiltered41
- 42. Blogger Ethics42
- 43. Thou shall not confuse thy opinion with truth 43
- 44. Thou shall not invoke personal attacks44
- 45. Thou shall stick to the subject at hand 45
- 46. Thou shall cite thy references46
- 47. Thou shall punctuate and capitalize 47
- 48. Thou shall own up to thy mistakes 48
- 49. Thou shall not use aliases or sock puppets49
- 50. Thou shall not feed the trolls50
- 51. Thou shall resize thy images51
- 52. Thou shall keep online baggage online 52
- 53. 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 53
- 54. Social Media Policies People Policy Process Technology54
- 55. Social Media Policy 55
- 56. What Should I Blog About? "If I were going to start a blog now I wouldgo very, very, very niche -- as niche asyou can get...if you pick somethingspecific and maybe that's not tooheavily covered yet, you have a chanceto establish yourself as a voice in thatarea." Peter Rojas, founding editor of Gizmodo and chief strategy officer of Weblogs, Inc.56
- 57. More Advice to Aspiring Bloggers from Peter Rojas Be passionate Start slow Be enthusiastic Be critical Be credibility Pick a niche topic57
- 58. Pro Bloggers 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 58
- 59. Chris Brogans Blog Post Structure Topic, title, image Lead paragraph Structure: Tell them what youre going to say, say it, and tell them what you said End with a question Source: Chris Brogan59
- 60. Wonder Wheeling Blog Post Ideas 60
- 61. Ogilvys 25 Blogging Styles styledescriptionposts per week buzz indexdifficultyInsight BloggingOrignal ideas and commentary 5+ 4hardAmbition Blogging Attain something thru blogging 12 easyMeme Blogging Starting a thread by sharing a query 15 mediumPiggybackingBlogging news or memes 33 mediumLife Blogging Sharing things in personal life52 easyBrand BloggingPositive brand attributes52 mediumDetractor BlogShares passionate hatred 13 mediumAnnouncement Blogging Breaks newsworthy information55 hardLink Blogging Blogging a series of links 24 mediumVideo BloggingOriginal video posts 53 hardPhoto BloggingOriginal photo posts 52 hardEvangelist Blogging Passionate support of a cause53 mediumList Blogging Top ten format 55 mediumFeature BloggingThematically-ongoing feature posts 24 mediumRepost Blogging Reposting another post 21 easyGuest BloggingAuthoring post for another blogger 53 mediumInterview BloggingQuestion and answer format 54 mediumEvent BloggingEvent coverage 54 mediumLive Blogging Bloggin a near real time 54 mediumBridge Blogging Extends international awareness53 mediumClassified BlogsIDs a product or service for sale12 easyResponse Blogging Response to a crisis or aquisation 53 hardContact BloggingWriting with intent to make contact22 easy61
- 62. 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 easysource: problogger 62
- 63. 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 63
- 64. Benefits of Blogging64
- 65. Blogger Relations 65
- 66. Collective Intelligence?66
- 67. Submit your attention 67
- 68. Participate 68
- 69. Courtship matters 69
- 70. No Broadcast Distribution 70
- 71. Humanize71
- 72. You cant buy passion 72
- 73. Set the record straight 73
- 74. Blogger Relations Etiquette Listen before talking Participate, dont control Be of service Be modest Be authentic Be transparent74
- 75. Case Study: Microsoft 75
- 76. Case Study: Nokia 76
- 77. Case Study: Rock-Ola77
- 78. Blogger Relations to Drive Media Relations Top 100 blogs Hyperlocal blogs Corporate blogs78
- 79. Cory Doctorows 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 79
- 80. Online Reputation Management80
- 81. Blog Crisis: Case Study 81
- 82. Case Study: Blog CrisisLessons Learned Acknowledge immediately on website or blog Identify influential bloggers in advance Cultivate an inner circle of influential bloggers One on one blogger relations impractical82
- 83. Micro BloggingSource: Current TV 83
- 84. Twitter as a News SourceSource: Examiner.com 84
- 85. Anatomy of a Microblog External Communications Media Relations 85
- 86. Anatomy of a Twitter Client: TweetDeck86
- 87. Anatomy of a Twitter: TweetChat 87
- 88. Hashtags.org88
- 89. Twitter Case Studies89
- 90. Eric Schwartzman (310) 463-4026Phoneebs[at]schwartzmanpr[dot]comEmailschwartzmanpr.com Websiteontherecordpodcast.comPodcastspinfluencer.comBlogericschwartzman Friendfeed@ericschwartzmanTwitter 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 90
- 91. Live Demo: Livening Up Your Blog91
- 92. Demo: Blogging a YouTube Clip 92
- 93. Demo: Livening Up Your Blog 93
- 94. Demo: Site Meter94
- 95. Demo: FeedBurner95
- 96. Live Demo: Email Subscription Widget96
- 97. Demo: Social Bookmarking Widget 97
- 98. Live Demo: Tagging Blog Posts 98
- 99. Live Demo: Livening Up Your Blog99
- 100. Live Demo: Livening Up Your Blog100
- 101. Live Demo: FriendFeed 101
- 102. Respecting Usability Ease of use Clarity and brevity Easy to read Cant consume what you cant find On intranets, usability impacts worker productivity 10% of design budget on usability will double sites resultsJakob Nielsen 102
- 103. Online Audio and Video podcastdownload webcast 103
- 104. Podcasts104
- 105. Podcasts Defined Types of Podcasts: Audio and Video Repurposed Electronic Media Print MSM Extensions Originally Produced105
- 106. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF]106
- 107. Global Podcast Audience GrowthWave.3 Universal McCann Study 2008 [PDF]107
- 108. Global Podcast Audience GrowthWave.3 Universal McCann Study 2008 [PDF]108
- 109. Finding Podcasts through Show Notes 109
- 110. iTunes Podcatcher 110
- 111. Distributing Through iTunes 111
- 112. RSS 2.0 with EnclosuresPodcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7112
- 113. Feed Validators 113
- 114. Podcast in iTunes 114
- 115. Who is Podcasting: Case Study Who is Podcasting?115
- 116. Case Study: IBMPodcasts: Employees as Evangelists116
- 117. Case Study: LA Opera B to C Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers by giving audiences a rare, behind the scene look into one the worlds leading opera companies. Strategy: Told through the perspective of the director of thecompanys latest production, profile the relationshipsbetween the incomparable creative talents collaborating andthe production process. Results: LA Opera is the worlds first opera company to experiment with podcasting. Placido Domingo, Anna Netrebko and Rolando Villazon will all be featured in the first episodes. Featured in NY Times, LA Times and Hollywood Reporter. 117
- 118. Case Study: APM Music 118
- 119. Case Study: APM Music 119
- 120. Case Study: APM Music 120
- 121. Case Study: APM Music 121
- 122. Case Study: CastrolThe Media Business: Editorial vs. Advertising NHRA Driver Ashley Force FirstCastrol Executives Second122
- 123. Case Study: Starbucks 123
- 124. Case Study: Starbucks 124
- 125. Podcast Production125
- 126. Podcast Production126
- 127. Podcast Production127
- 128. Podcast Production128
- 129. Development and ProductionShould you podcast?Selecting the subject matterFinding your voice viewIntros and outrosMusic options: Podsafe & APM viewSearch engine optimization viewShow notes viewA word on copyright view 129
- 130. Podcast Production Recording live interviews Recording phone interviews Editing ID3 taggingLevelator 130
- 131. ID3 Tagging 131
- 132. Audio & Video SyndicationRSS enabling podcastsBlogging podcastsPromoting RSS feedsMeasuring your impactPutting podcasts in perspective 132
- 133. Implementation Recommendations Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a Best of Episode133
- 134. Promoting Podcasts: Signature Blocks134
- 135. Promotion Podcasts: Email Marketing 135
- 136. Promoting Podcasts: PNRs136
- 137. Promoting Podcasts: SEOed Press Release 137
- 138. Promoting Podcasts: Industry Awards 138
- 139. Online Video: Reach and Frequency Americans Viewed a Record 16.8 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube. Average U.S. Viewer Watched 6.4 Hours of Online Video During the Month.source: comScore 139
- 140. Online Video: Audience by BrandSource: Nielsen Online [PDF]Source: On the RecordOnline140
- 141. Online Video: Marie Digby 141
- 142. Online Video: Marie Digby 142
- 143. Online Video: Marie Digby 143
- 144. Blog Response: Marie Digby144
- 145. Blog Comments: Marie Digby145
- 146. Viral Video Case Study: Chevy Tahoe 146
- 147. Viral Video Case Study: Chevy Tahoe 629,000 visitors to the site by the time of thecontest 25% of all SUV sales, out selling Ford by 2 to 1 46 day sales cycles, down from 120 days 147
- 148. Online Video: Internal Communications 148
- 149. Online Video: Internal/External Communications149
- 150. Video in Online News Rooms150
- 151. Shooting Video: Streaming Gear151
- 152. Shooting Video: Flip152
- 153. Shooting Video: HD Portable Gear Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack Camcorder with 10x Optical Zoom -- $700System with ME2 Omni Lavaliere153
- 154. Shooting Video: High-End Canon XL H1S 154
- 155. Video Editing Software Windows Movie Maker155
- 156. Video Editing Software Mac iMovie 156
- 157. Centralized Online Video Distribution 157
- 158. Content Strategy: Live Online Broadcasting158
- 159. Audio and Video Recap Deliver on the needs of an underserved audience Give listeners something they cant get else where Relationship-based communications May not be well suited for breaking news News content vs. feature content More controlled/one-way channel Credibility and third-party validation Efficiency by leverage existing assets Unscripted and authentic Podcast news releases159
- 160. Social Bookmarking160
- 161. Favorites use Title Tags161
- 162. Social Bookmarking162
- 163. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online163
- 164. Live Demo: Social Bookmarking1. Create Delicious account2. Log in3. Post URL4. Save5. Search popular tags164
- 165. Live Demo: Social Search Monitoring1. Query Delicious2. Add Resulting RSS Feeds to Google Rearder 165
- 166. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 166
- 167. User Ratings167
- 168. Social News Site: Digg168
- 169. Social Bookmarking: Digg169
- 170. Social Networking Image by: Luc Legay170
- 171. Global Social Networking Penetration171
- 172. Global Social Networking Penetration Growth 172
- 173. Corporate Social Networking Adoption173
- 174. Global Social Networking Brand174
- 175. Social Networking Usage Trends175
- 176. Social Networking: US Communities by Popularity Facebook 78% MySpace42% Linkedin 17% Twitter10% Source: http://www.consumerinternetbarometer.us/176
- 177. Social Networking: MySpace Back End Front End 177
- 178. Social Networking: Facebook 178
- 179. Social Networking: Custom URLs179
- 180. Social Networking: Facebook Company Pages 180
- 181. Social Networking: Facebook Company Pages 181
- 182. Social Networking: Facebook Company Pages 182
- 183. Facebook by the Numbers 12x growth since opening to nonstudents in Sept. 2006 20m minutes spent in March 2008 6.4b minutes spent prior year Between 30m and 35m users Microsoft paid $240m for 1.6%, $15b value $145m ad revenue in 2007 MySpace had $510m in ad revenue in 2007 $0.15 CPM vs. $13 CPM at Yahoo! Fortune Magazine, May 26, 2008183
- 184. Case Study: HSBC184
- 185. Social Networking: Linked In185
- 186. Social Networking: Linked In Groups 186
- 187. Social Networking: Niche Nets 187
- 188. Social Networking: Niche Nets 188
- 189. Social Networking: Niche Nets 189
- 190. Social Networking: White Label Platforms190
- 191. Social Networking: White Label Platforms191
- 192. Social Networking: ExchangesConnect 192
- 193. Social Networking Aggregators 193
- 194. Social Networking Aggregators 194
- 195. Social Networking Mash-Ups195
- 196. Social Networking for PR Market research How to videos D.I.Y. videos Promote events Solicit donations Find influentials Build affinity groups Be community minded, not sales minded196
- 197. Naked Conversations Formality suppresses dialogue; informality encourages it. Formal conversations and presentations leave little room for debate. They suggest that everything is scripted and predetermined. Informal dialogue is open. It invites questions, encourages spontaneity and critical thinking...Informality gets the truth out. It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughs.-Larry Bossidy, CEO, Honeywell197
- 198. PSNH Case Study: Process Detail 198
- 199. New Media Case Study: PCNH OrganizationalCommunications TwitterOnline NewsroomYouTube & FlickrCustomerNews MediaConstituentsService 199
- 200. Wikipedia 200
- 201. Wikipedia From Marketing Sherpa Getting ListedStub articlesPropose articles for creationEnlisting community member to create an article 201
- 202. Wikipedia From Marketing Sherpa Monitoring Your ListingAppoint a Wikipedia ambassadorParticipate in the communityMonitoring your existing Wikipedia pages (RSS)202
- 203. Wikipedia From Marketing Sherpa Getting Errors FixedFlag factual errors on discussion pagesHandle criticism on discussion pagesPropose new links on discussion pages 203
- 204. Wikipedia Other Issues Terms and ConditionsConflicts of InterestNeutral Point of View PolicyPeacock Terms204
- 205. Wikipedia Hall of Shame 205
- 206. Monsanto Edits Michael Moore206
- 207. US DoJ Obfuscates Bush Criticism207
- 208. Wisdom of the Chaperones208
- 209. Chris Wilson On the RecordOnline 209
- 210. Carry the Message Online Communications Master ClassJune 26, 2009 - BostonPRSA | Map Online Communications Boot CampJune 24-25, 2009 - BostonPRSA | Map Social Media for JournalistsJune 19, 2009 - NYCMedia Bistro | Map Understanding New Communications TechnologiesJune 3, 2009 - Las VegasThe Licensing Show | Map Source: Social Media Training Calendar210
- 211. Help Yourself 211
- 212. Eric Schwartzman (310) 463-4026Phoneebs[at]schwartzmanpr[dot]comEmailschwartzmanpr.com Websiteontherecordpodcast.comPodcastspinfluencer.comBlogericschwartzman Friendfeed@ericschwartzmanTwitterfacebook.com/ericschwartzmanFacebook 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/3.0 212
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