Download as PDF, PPTX
![Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanpr.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@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
90](https://image.slidesharecdn.com/fsi-py363-day-2-090720103626-phpapp02/75/Social-Media-and-New-Media-Workshop-FSI-PY363-Day-2-90-2048.jpg)
![Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
106](https://image.slidesharecdn.com/fsi-py363-day-2-090720103626-phpapp02/75/Social-Media-and-New-Media-Workshop-FSI-PY363-Day-2-106-2048.jpg)
![Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
107](https://image.slidesharecdn.com/fsi-py363-day-2-090720103626-phpapp02/75/Social-Media-and-New-Media-Workshop-FSI-PY363-Day-2-107-2048.jpg)
![Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
108](https://image.slidesharecdn.com/fsi-py363-day-2-090720103626-phpapp02/75/Social-Media-and-New-Media-Workshop-FSI-PY363-Day-2-108-2048.jpg)
![Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
140](https://image.slidesharecdn.com/fsi-py363-day-2-090720103626-phpapp02/75/Social-Media-and-New-Media-Workshop-FSI-PY363-Day-2-140-2048.jpg)
![Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanpr.com Website
ontherecordpodcast.com Podcast
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.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
212](https://image.slidesharecdn.com/fsi-py363-day-2-090720103626-phpapp02/75/Social-Media-and-New-Media-Workshop-FSI-PY363-Day-2-212-2048.jpg)
Uploaded byEric Schwartzman
Social Media and New Media Workshop (FSI) PY363 - Day 2
The document is a comprehensive guide from a workshop on new media and social media, focusing on the evolving roles of media in democracy, blogging, and social networking. It covers predictions about media trends, blog anatomy, social media policies, and case studies on entities like Microsoft and Starbucks, along with practical advice for bloggers. Additionally, it provides guidelines for engagement and online reputation management, highlighting the importance of transparency and authenticity in digital communications.
More Related Content
Similar to Social Media and New Media Workshop (FSI) PY363 - Day 2
![Official professional presentation [autosaved]](https://cdn.slidesharecdn.com/ss_thumbnails/officialprofessionalpresentationautosaved-111111153619-phpapp01-thumbnail.jpg?width=640&height=640&fit=bounds)
Social Media and New Media Workshop (FSI) PY363 - Day 2
- 1. New Media andSocial Media Workshop Tsevis Foreign Service Institute – Department of State School of Professional and Area Studies Public Diplomacy Division Director: Matthew Lussenhop Instructors: Chris Degnan, Matthew Lussenhop, Eric Schwartzman Course Number PY363 July 16, 2009
- 2.
- 3. Prediction: Fourth Estate’sFortunes Have Waned 3
- 4.
- 5.
- 6. Prediction: Social NewsFilter 6
- 7. Digg vs. OtherMedia Source: Compete.com 7
- 8. Prediction: Growth ofSocial Networking 8
- 9. World Map ofSocial Networks Source: Vinco’s Blog 9
- 10. Prediction: Google CombinesServices 10
- 11. Prediction: Privacy Levels Source: NY Times 11
- 12.
- 13.
- 14. Prediction: Fact StrippingRobots 14
- 15. Deconstructing the NewsRelease 15
- 16. Anatomy of theBlog Source: Dickson Fong 16
- 17. Anatomy of theBlog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post Blog Post 17
- 18. Anatomy of theBlog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 18
- 19. Anatomy of theBlog: Permalinks Permalink 19
- 20. Anatomy of theBlog: Hyperlinks Hyperlink Hyperlink Hyperlink 20
- 21. Anatomy of theBlog: Comments 21
- 22. Anatomy of theBlog: Comment Moderation Consider adding information about turn around time 22
- 23. Anatomy of theBlog: Comment Moderation Consider adding moderation policy hyperlink 23
- 24. Anatomy of theBlog: Moderation Challenges 24
- 25. Anatomy of theBlog: Blog Rolls Blog Roll Blog Roll 25
- 26. Anatomy of theBlog: Widgets Widget Widget Widget 26
- 27. Anatomy of theBlog: Tags Clouds A list of tags where size reflects popularity. 27
- 28. Anatomy of theBlog: Widgets 28
- 29. Astroturfing 29
- 30. Anatomy of theBlog: TwitterFeed 30
- 31. Anatomy of theBlog: RSS Open Tag - < > Close Tag - </ > 31
- 32. New Media Monitoring Leveraging RSS: 1. Web-based readers 2. Desktop-based readers 3. Email clients 32
- 33. Live Demo: UsingGoogle Reader 33
- 34. Live Demo: EmailAlerts 34
- 35.
- 36. Play Nice 36
- 37.
- 38. Summarize 38
- 39. One to Many 39
- 40. Democratize 40
- 41. Unfiltered 41
- 42.
- 43. Thou shall notconfuse thy opinion with truth 43
- 44. Thou shall notinvoke personal attacks 44
- 45. Thou shall stickto the subject at hand 45
- 46. Thou shall citethy references 46
- 47. Thou shall punctuateand capitalize 47
- 48. Thou shall ownup to thy mistakes 48
- 49. Thou shall notuse aliases or sock puppets 49
- 50. Thou shall notfeed the trolls 50
- 51. Thou shall resizethy images 51
- 52. Thou shall keeponline 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 Technology 54
- 55.
- 56. What Should IBlog About? "If I were going to start a blog now I would go very, very, very niche -- as niche as you can get...if you pick something specific and maybe that's not too heavily covered yet, you have a chance to establish yourself as a voice in that area." Peter Rojas, founding editor of Gizmodo and chief strategy officer of Weblogs, Inc. 56
- 57. More Advice toAspiring Bloggers from Peter Rojas • Be passionate • Start slow • Be enthusiastic • Be critical • Be credibility • Pick a niche topic 57
- 58. Pro Blogger’s Tipsfor 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 Brogan’s BlogPost Structure • Topic, title, image • Lead paragraph • Structure: Tell them what you’re going to say, say it, and tell them what you said • End with a question Source: Chris Brogan 59
- 60. Wonder Wheeling BlogPost Ideas 60
- 61. Ogilvy’s 25 BloggingStyles style description posts per week buzz index difficulty Insight Blogging Orignal ideas and commentary 5+ 4 hard Ambition Blogging Attain something thru blogging 1 2 easy Meme Blogging Starting a thread by sharing a query 1 5 medium Piggybacking Blogging news or memes 3 3 medium Life Blogging Sharing things in personal life 5 2 easy Brand Blogging Positive brand attributes 5 2 medium Detractor Blog Shares passionate hatred 1 3 medium Announcement Blogging Breaks newsworthy information 5 5 hard Link Blogging Blogging a series of links 2 4 medium Video Blogging Original video posts 5 3 hard Photo Blogging Original photo posts 5 2 hard Evangelist Blogging Passionate support of a cause 5 3 medium List Blogging Top ten format 5 5 medium Feature Blogging Thematically-ongoing feature posts 2 4 medium Repost Blogging Reposting another post 2 1 easy Guest Blogging Authoring post for another blogger 5 3 medium Interview Blogging Question and answer format 5 4 medium Event Blogging Event coverage 5 4 medium Live Blogging Bloggin a near real time 5 4 medium Bridge Blogging Extends international awareness 5 3 medium Classified Blogs IDs a product or service for sale 1 2 easy Response Blogging Response to a crisis or aquisation 5 3 hard Contact Blogging Writing with intent to make contact 2 2 easy 61
- 62. 10 Techniques forDrawing Blog Comments • Invite comments • Ask questions • Be open-ended • Interact with comments • Set boundaries • Be humble • Be gracious • Be controversial • Reward comments • Make commenting easy source: problogger 62
- 63. Stimulating Good Conversation Thebest 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.
- 65.
- 66.
- 67.
- 68. Participate 68
- 69.
- 70.
- 71. Humanize 71
- 72. You can’t buypassion 72
- 73. Set the recordstraight 73
- 74. Blogger Relations Etiquette • Listen before talking • Participate, don’t control • Be of service • Be modest • Be authentic • Be transparent 74
- 75.
- 76.
- 77.
- 78. Blogger Relations toDrive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 78
- 79. Cory Doctorow’s BloggerRelations 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.
- 81. Blog Crisis: CaseStudy 81
- 82. Case Study: BlogCrisis Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bloggers • One on one blogger relations impractical 82
- 83. Micro Blogging Source: Current TV 83
- 84. Twitter as aNews Source Source: Examiner.com 84
- 85. Anatomy of aMicroblog External Communications Media Relations 85
- 86. Anatomy of aTwitter Client: TweetDeck 86
- 87. Anatomy of aTwitter: TweetChat 87
- 88. Hashtags.org 88
- 89.
- 90. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @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 90
- 91. Live Demo: LiveningUp Your Blog 91
- 92. Demo: Blogging aYouTube Clip 92
- 93. Demo: Livening UpYour Blog 93
- 94.
- 95.
- 96. Live Demo: EmailSubscription Widget 96
- 97. Demo: Social BookmarkingWidget 97
- 98. Live Demo: TaggingBlog Posts 98
- 99. Live Demo: LiveningUp Your Blog 99
- 100. Live Demo: LiveningUp Your Blog 100
- 101.
- 102. Respecting Usability •Ease of use • Clarity and brevity • Easy to read • Can’t consume what you can’t find • On intranet’s, usability impacts worker productivity • 10% of design budget on usability will double site’s results Jakob Nielsen 102
- 103. Online Audio andVideo podcast download webcast 103
- 104. Podcasts 104
- 105. Podcasts Defined Types of Podcasts: • Audio and Video • Repurposed Electronic Media • Print MSM Extensions • Originally Produced 105
- 106. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 106
- 107. Global Podcast AudienceGrowth Wave.3 Universal McCann Study 2008 [PDF] 107
- 108. Global Podcast AudienceGrowth Wave.3 Universal McCann Study 2008 [PDF] 108
- 109. Finding Podcasts throughShow Notes 109
- 110.
- 111.
- 112. RSS 2.0 withEnclosures Podcast Feed in Firefox 3 Podcast Feed in Internet Explorer 7 112
- 113. Feed Validators 113
- 114.
- 115. Who is Podcasting:Case Study Who is Podcasting? 115
- 116. Case Study: IBM Podcasts:Employees as Evangelists 116
- 117. Case Study: LAOpera – 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 world’s leading opera companies. Strategy: Told through the perspective of the director of the company’s latest production, profile the relationships between the incomparable creative talents collaborating and the production process. 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 Reporter. 117
- 118. Case Study: APMMusic 118
- 119. Case Study: APMMusic 119
- 120. Case Study: APMMusic 120
- 121. Case Study: APMMusic 121
- 122. Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 122
- 123.
- 124.
- 125.
- 126.
- 127.
- 128.
- 129. Development and Production Shouldyou 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 129
- 130. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 130
- 131. ID3 Tagging 131
- 132. Audio & VideoSyndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 132
- 133. Implementation Recommendations Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” 133
- 134. Promoting Podcasts: SignatureBlocks 134
- 135. Promotion Podcasts: EmailMarketing 135
- 136.
- 137. Promoting Podcasts: SEOedPress Release 137
- 138. Promoting Podcasts: IndustryAwards 138
- 139. Online Video: Reachand 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: Audienceby Brand Source: Nielsen Online [PDF] Source: On the Record…Online 140
- 141. Online Video: MarieDigby 141
- 142. Online Video: MarieDigby 142
- 143. Online Video: MarieDigby 143
- 144. Blog Response: MarieDigby 144
- 145. Blog Comments: MarieDigby 145
- 146. Viral Video CaseStudy: Chevy Tahoe 146
- 147. Viral Video CaseStudy: Chevy Tahoe • 629,000 visitors to the site by the time of the contest • 25% of all SUV sales, out selling Ford by 2 to 1 • 46 day sales cycles, down from 120 days 147
- 148. Online Video: InternalCommunications 148
- 149. Online Video: Internal/ExternalCommunications 149
- 150. Video in OnlineNews Rooms 150
- 151. Shooting Video: StreamingGear 151
- 152.
- 153. Shooting Video: HDPortable Gear Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere 153
- 154. Shooting Video: High-End– Canon XL H1S 154
- 155. Video Editing Software– Windows Movie Maker 155
- 156. Video Editing Software– Mac iMovie 156
- 157. Centralized Online VideoDistribution 157
- 158. Content Strategy: LiveOnline Broadcasting 158
- 159. Audio and VideoRecap • 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 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 releases 159
- 160.
- 161. Favorites use TitleTags 161
- 162.
- 163. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 163
- 164. Live Demo: SocialBookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 164
- 165. Live Demo: SocialSearch Monitoring 1. Query Delicious 2. 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 Ratings 167
- 168. Social News Site:Digg 168
- 169.
- 170. Social Networking Image by: Luc Legay 170
- 171. Global Social NetworkingPenetration 171
- 172. Global Social NetworkingPenetration Growth 172
- 173. Corporate Social NetworkingAdoption 173
- 174. Global Social NetworkingBrand 174
- 175. Social Networking –Usage Trends 175
- 176. Social Networking: USCommunities by Popularity • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 176
- 177. Social Networking: MySpace Back End Front End 177
- 178.
- 179. Social Networking: CustomURLs 179
- 180. Social Networking: FacebookCompany Pages 180
- 181. Social Networking: FacebookCompany Pages 181
- 182. Social Networking: FacebookCompany Pages 182
- 183. Facebook by theNumbers • 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, 2008 183
- 184. Case Study: HSBC 184
- 185.
- 186. Social Networking: LinkedIn Groups 186
- 187. Social Networking: NicheNets 187
- 188. Social Networking: NicheNets 188
- 189. Social Networking: NicheNets 189
- 190. Social Networking: WhiteLabel Platforms 190
- 191. Social Networking: WhiteLabel Platforms 191
- 192.
- 193.
- 194.
- 195.
- 196. Social Networking forPR • Market research • How to videos • D.I.Y. videos • Promote events • Solicit donations • Find influentials • Build affinity groups • Be community minded, not sales minded 196
- 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, Honeywell 197
- 198. PSNH Case Study:Process Detail 198
- 199. New Media CaseStudy: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 199
- 200. Wikipedia 200
- 201. Wikipedia – FromMarketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 201
- 202. Wikipedia – FromMarketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 202
- 203. Wikipedia – FromMarketing Sherpa Getting Errors Fixed Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 203
- 204. Wikipedia – OtherIssues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 204
- 205. Wikipedia Hall ofShame 205
- 206. Monsanto Edits MichaelMoore 206
- 207. US DoJ ObfuscatesBush Criticism 207
- 208. Wisdom of theChaperones 208
- 209. Chris Wilson Onthe Record…Online 209
- 210. Carry the Message Online Communications Master Class June 26, 2009 - Boston PRSA | Map Online Communications Boot Camp June 24-25, 2009 - Boston PRSA | Map Social Media for Journalists June 19, 2009 - NYC Media Bistro | Map Understanding New Communications Technologies June 3, 2009 - Las Vegas The Licensing Show | Map Source: Social Media Training Calendar 210
- 211. Help Yourself 211
- 212. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast 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. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 212