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Online Newsrooms
Communitelligence
Nov. 18, 2009
@EricSchwartzman
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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Star Wars 30th Anniversary
Salt Lake Olympics
Academy Awards
Britney Spears
Pussycat Dolls
My Background
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Blogs/Podcasts
Pure SocialNetworks
Content SocialNetworks
Monitoring
Microblogging
Social Media
Channel Map
Email
SEO
Websites
New Media
Discoverability and Amplification
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New Media
Source: Universal McCann
12
3
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Overarching Strategy
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Photo by Spackletoe
Your Job is Harder than Ever Before
• Communicating at home online
• User experience shapes reputation
• Flash, PDFs, ambiguous UI or counterintuitive navigation
• Positive user experience builds trust and confidence
• Ease of use drives adoption
Evolution of the Customer Experience
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Making Online News Scanable
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Toyota.com
Source: Toyota Online Newsroom
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Ma
in N
av
by T
op
icS
ub
Na
vfo
r
Me
dia
Column 1 Column 2 Column 3 Column 4
Lead Story
with
Clickable
Thumbnail
Logical
Path
Headline
Thumbnails in
Index
Site
Search
Press Info
Subscriptions
Sub HeadlinePrimary Emphasis
Ho
t
To
pic
s
Secondary
Emphasis
UCLA Online Newsroom
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Subscripti
on Kiosk
with RSS,
Email and
Sharing
The Subscription Kiosk should be used as a
function element on every page within the online
newsroom.
Subscription Kiosks
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Clickabl
e RSS
Text and
Icon
Step One – Visitor clicks the
RSS text or icon.
Subscription Kiosks - RSS
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Categor
y Feed
Sub
Category
Feed
Sub
Category
Feed
Generates
Custom
RSS Feed
Help Screen
Subscription Kiosks – Custom Feeds
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Step Three– Branded icons help visitors
move their subscriptions into their RSS
reader of choice, subscribe via browser or
view a raw feed.
One Click Subscription to
Google Reader or iGoogle
Subscribe via Internet
Explorer or Firefox
View Raw RSS
Feed
Close Option
Subscription Kiosks – One-Click Import
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Clickable
Alerts
Text and
Icon
Step One – Visitor clicks
the Alerts text or icon.
Subscription Kiosks – Email Alerts
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CAPTCHA Code
function with
audio
accessibility for
visually impaired
visitors
Subscriber
enters email
address
Confirmation
message
Subscription Kiosks – Email CAPTCHAs and Confirmations
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Step Three– Visitor clicks on an unique hyperlink
sent to the registered email address from the
newsroom’s domain.
Unique
URL
Email Sent
from
Online
Newsroom
Domain
Subscription Kiosks – Email Authentication Links
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Subscription Kiosks – Email Category and Sub Categories
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Clickable
Share Text
and Icon
Step One – Visitor clicks
the Share text or icon.
Subscription Kiosks - Sharing
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Clickable Share Text
and Icon
Forward via Email
Format to Print
Page Title, Website,
Category, Publisher
(Specific to General)
Facebook CAPTCHA
Permalink
Subscription Kiosks – Sharing via Social Networks
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Optional Comments
Field
CAPTCHA
Recipient’s Email
Subscription Kiosks – Sharing via Email
User Comment
Page Title URL
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Searches “Area of
Expertise” field
(manually entered)
Expert Database Search Results
Paginated Results
Newsroom Links
Expert Detail Page
Sort By Option
Thumbnail Image
Experts Database
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Data Visualization Resource
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Data Visualization Resource
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Data Visualization - Embed Codes
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Data Visualization - Beach Report Card
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Black
Box
Standard
Homepage
Background
Image
No Background
Image
Crisis Footer
Standard
Footer
Black Box
Homepage
Crisis Communications Template
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Online Crisis Communications – Demand Spike
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Social Distributed Problem Solving
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PSNH Case Study: Process Detail
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Process Overview
Organizational
Communications
Online NewsroomTwitter YouTube &
Flickr
News Media CustomersCustomer
Service
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Twitter ID &
Password
Updates in
Reverse
Chronologi
cal Order
Twitpic
Link
Twitpic Link &
Caption
Emailed Image &
Subject Headline
Posted on Twitpic
PSNH Twitter Strategy
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Color
Coded by
Size
Outage
Street Level
Detail
Entergy Storm Center Maps Power Outages
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Scaling the Peer to Peer Universe
Source: Cobalt123
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The Nuts and Bolts
Social Media Policy
Transparency of Information Intended for
Public Release
Respectfulness
Privacy
Confidentiality
Diplomacy
DisclaimersConflict
Resolution
Combat Considerations
Legal Matters
IT Policy
Penalties
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Provide Social Media Training
Source: 2009 Digital Readiness Report
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New Media Train Everyone
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Upcoming Social Media PR Training
• PRSA Boot Camp :: NYC, December 03, 2009
• PRSA Boot Camp :: DC, January 27, 2010
• PRSA Master Class :: DC, January 29, 2009
• PRSA Boot Camp :: SF, February 25, 2009
• PRSA Boot Camp :: NYC, March 24, 2010
• PRSA Master Class :: NYC, March 26, 2010
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Contact Info
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
facebook.com/ericschwartzman Facebook
ericschwartzman Friendfeed
3016595 Linkedin
@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