Social Media Boot Camp 2009 PRSA International Conference Instructor: @EricSchwartzman San Diego :: Nov. 7, 2009 One Day Workshop 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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Social Media Boot Camp
2009 PRSA International Conference
Instructor: @EricSchwartzman
San Diego :: Nov. 7, 2009
One Day Workshop
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
Housekeeping
• Breaks and Lunch
• Cell PhonesCell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
• ID is @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
2
My Background and Experience
New Media Strategy Clients:•New Media Strategy Clients:
Id if i fl i l bl i d• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
• One on one blogger relations impractical• One on one blogger relations impractical
86
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
87
• Send suggestions by the preferred means
Three Steps to Measuring Blogger Influence
88
Source: Coca-Cola Conversation
Step 1: Inbound Links
89Source: Yahoo! Site Explorer
Step 2: Site Rank
90Source: Alexa
Step 3: Conversation Starters
91
Source: Blogpulse Conversation Tracker
Additional Measurement Resources
92Source: Social Mention
Additional Measurement Resources
93
Podcasting
Types of Podcasts:
A di d Vid• Audio and Video• Repurposed Electronic Media• Print MSM Extensions• Originally Produced• Originally Produced
94
Global Podcast Audience
95
Wave.3 Universal McCann Study 2008 [PDF]
Global Podcast Audience Growth
96
Wave.3 Universal McCann Study 2008 [PDF]
Finding Podcasts through Show Notes
97
iTunes Podcatcher
98
Distributing Through iTunes
99
Podcast in iTunes
100
State Dept. Podcasts in iTunes
101
State Dept. Daily Briefing Podcast in iTunes
102
RSS 2.0 with Enclosures
103
Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7
Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers b i i di b hi d th l k i t by giving audiences a rare, behind the scene look into one the world’s leading opera companies.
Strategy: Told through the perspective of the director of the ’ l t t d ti fil th l ti hi company’s latest production, profile the relationships
between the incomparable creative talents collaborating and the production process.
R lt LA O i th ld’ fi t t Results: LA Opera is the world’s 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 p , yReporter.
104
Case Study: APM Music
105
Case Study: APM Music
106
Case Study: APM Music
107
Case Study: APM Music
108
Case Study: Castrol
The Media Business: Editorial vs. Advertising
•NHRA Driver Ashley Force First
•Castrol Executives Second
109
Case Study: Starbucks
110
Case Study: Starbucks
111
Podcast Production
112
Podcast Production
113
Podcast Production
114
Podcast Production
115
Development and Production
Should you podcast?Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM view
Search engine optimization view
Show notes view
A word on copyright view
116
Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
117
Levelator
ID3 Tagging
118
Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
119
Implementation Recommendations
Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” Consider Offering a Best of Episode
120
Promoting Podcasts: Signature Blocks
121
Promotion Podcasts: Email Marketing
122
Promoting Podcasts: PNRs
123
Promoting Podcasts: SEOed Press Release
124
Promoting Podcasts: Industry Awards
125
Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube.
A U S Vi W t h d 6 4 H f O li Vid D i • Average U.S. Viewer Watched 6.4 Hours of Online Video During the Month.
126source: comScore
Online Video: Audience by Brand
127
Source: Nielsen Online [PDF]
Source: On the Record…Online
Direct to Consumers
128
Online Video: Marie Digby
129
Online Video: Marie Digby
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Online Video: Marie Digby
131
Blog Response: Marie Digby
132
Blog Comments: Marie Digby
133
Online Video: Internal Communications
134
Online Video: Internal/External Communications
135
Video in Online News Rooms
136
Shooting Video: Streaming Gear
137
Shooting Video: Flip
138
Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
139
Shooting Video: High-End – Canon XL H1S
140
Video Editing Software – Windows Movie Maker
141
Video Editing Software – Mac iMovie
142
Centralized Online Video Distribution
143
Content Strategy: Live Online Broadcasting
144
Audio and Video Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking newsy g
• News content vs. feature content
• More controlled/one-way channel• More controlled/one way channel
• Credibility and third-party validation
• Efficiency by leverage existing assets• Efficiency by leverage existing assets
• 12x growth since opening to nonstudents in Sept. 2006
• 20m minutes spent in March 2008b• 6.4b minutes spent prior year
• Between 30m and 35m users• Microsoft paid $240m for 1.6%, $15b
value• $145m ad revenue in 2007$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 2008Fortune Magazine, May 26, 2008
164Source: Inside Facebook
Anatomy of Facebook
165
Anatomy of Facebook
166
Anatomy of Facebook: Fan Pages
167
Social Networking: Custom URLs
168
Social Networking: Facebook Company Pages
169
Social Networking: MySpace
Back End Front End
170
Back End Front End
Social Networking: Linked In
171
Professional Social Networking
172
Professional Social Networking
173
Social Networking: Linked In Groups
174
Social Networking: White Label Platforms
175
Social Networking: White Label PRSA Tech Site
176
Social Networking Client
177
Crowd Sourcing Global Issues with Google Trends
178
Hard Data
179
Hard Data on Discussions
180
Hard Data on Disturbances
181
3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year
Hard Data on Protests
182117,935 Facebook Supporters as of Oct. 6, 2009
Impact of Public Diplomacy
Cairo Speech “Obama” Peak “Freedom” Peakp
183
Government as a Platform
184
Geo Browsing Carbon Emissions by State
185
Control vs. Credibility
186
Hard Data is More Trustworthy than People
187
End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderJohn Gilmore, Co FounderElectronic Freedom Foundation
188
Google Sidewiki
189
Digg Dashboard
190
Digg Dashboard and Google Sidewiki
191
Build a Community
192
Educate and Inform
193
Promote Action
194
Data Visualization Sharing
195
Data Visualization Sharing
196
Data Visualization Sharing
197
Data Visualization Sharing
198
PSNH Case Study: Putting it All Together
199
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
200
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