Social Media and New Media Workshop (FSI) PY363 - Day 2

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

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

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

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

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

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

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 [email protected]/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

Social Media and New Media Workshop (FSI) PY363 - Day 2

Business

blog source

blog search tool

social media policy

blog rollsblog rollblog

social graph13

social news filter6

growth of social networking

media democracy