This document provides an overview of a one-day new media and social media workshop held on September 24, 2009 in San Francisco. The workshop covered various topics related to new and social media including websites, blogs, monitoring tools, search engine optimization, social networks, online newsrooms, data visualization, government 2.0 initiatives, email best practices, crisis communications, blogging ethics, and new media monitoring. The day included lectures, demonstrations, and breaks. Attendees were encouraged to participate in discussions using the Twitter hashtag #SocMedBootCamp.

1. New Media and Social Media Workshop
Instructor: @EricSchwartzman
San Francisco, Sept. 24, 2009
Day One

2. Housekeeping
• Breaks and Lunch
• Cell Phones
• Introductory Immersion
• Technical Problems
• New Vocabulary
• Curriculum
• Slides are Numbered
• Handouts are Digital
• ID is @ericschwartzman
• Twitter Hashtag #SocMedBootCamp
• Spam Email Account
• Web Browsers
2

3. News Media Addict
Pussycat Dolls
Academy Awards
Britney Spears
Mayor Jerry Brown
Star Wars 30th Anniversary 3

4. Message Map
Overarching
Message
Supporting
Messages
Data Points
4

5. Mainstream Media Training
5

6. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
6

7. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
7

8. Junket Junkie
8

9. Controlled Communications
9

10. Conforming to News Cycles
Photo by Olivander
10

11. News Break Strategy
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
11

12. Scoring Ink
12

13. Illusion of Control
13

14. White Light Experience
14

15. Evolution of Media
15

16. Web Gave Life to New Media
Websites
Email
SEO
16

17. New Media as Mass Media
Photo by Adulau
17

18. Control through Stridence
18

19. Journalists Relying on Company Websites
Source: PR Week
19

20. Email Blasts
20

21. New Media Driving Purchasing Decisions
1
2
3
Source: Universal McCann
21

22. Page Rank is the New PR
22

23. Social Web Arrives
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
23

24. Web Gets Easy
24

25. Convenience Communications
• Content’s claim to the crown
• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use and Adoption
Photo by Spackletoe
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
25

26. Convenience Online
search filter review share
Source: Sit or Squat
26

27. User Experience is Conversation
Social Search
User Ratings on Comments
27

28. What You Say vs. What You Do
Source: This Piggy Blog
Whopper Big Mac Subway
28

29. Higher Power
Whopper Big Mac Subway
29

30. Citizen Journalism
30

31. No Secrets
31

32. 90 Million Photo Journalists
Source: Twitpic
32

33. For Immediate Discovery
• Search is immediate
• Blogging is immediate
• Shorter patience thresholds
• Sharing is nice
• Anticipate and respond
Photo by Juandazeng
33

34. Web Surpasses Mainstream Media Channels
Source: Pew Internet
34

35. Analog Dollars to Digital Pennies
Source: Newspaper Association of America
35

36. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
36

37. Social Media Surge
Source: Friendfeed
37

38. Social Media Identity Theft
Source: namechk
38

39. Conversations are Media
Source: 2009 Edelman Trust Barometer
39

40. Crowd Sourcing Conferences
40

41. Crowd Sourcing Public Policy
41

42. Crowd Sourcing Votes through Social Media
42

43. Crowd Sourcing Search Trends
43

44. Crowd Sourcing Related Searches
44

45. Crowd Sourcing Relevant Concepts
45

46. Crowd Souring National Interest
46

47. Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
47

48. Just Say No
Photo by Periodico LaDemocaracia
48

49. Conversations are Addictive
Photo by Why Not Studios
49

50. Price of Free
1. Conversion leaks
2. Investing time in
technology
3. Unsupported
technology
4. Interoperability
5. Workflow
management
6. Storage
50

51. Rethink the Photo Opp
Photo by Leo Reynolds
Brian Stauffer
51

52. Conversations are Intimate
Source: Universal McCann
52

53. Edgework
Source: Cobalt123
53

54. Conversations Shape Reputation
Rep u t at ion
Source: Shel Holtz
Mainstream News Media
54

55. Truth for Some People
55

56. News is Frequent Updating
56

57. New Media Train Everyone
57

58. Provide Social Media Training
Source: 2009 Digital Readiness Report
58

59. Your Cirriculum
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
59

60. Morning Break
60

61. Social Media Statistics
61

62. Trustworthies
Source: 2009 Edelman Trust Barometer
62

63. Trust in Government
Source: 2009 Edelman Trust Barometer
63

64. NGOs Most Trusted
Source: 2009 Edelman Trust Barometer
64

65. Benefit of Leveraging Channels
Source: 2009 Edelman Trust Barometer
65

66. ROI of Trust
Source: 2009 Edelman Trust Barometer
66

67. Gaining Public Trust
Source: 2009 Edelman Trust Barometer
67

68. Conversations have Demographics
Generation Gap
Source: Forrester Research
68

69. Guiding Principles
69

70. Filling Your Own News Hole
70

71. Transparency and Authenticity
71

72. Customer Service Rep as Spokesperson
72

73. Unintended Consequences
73

74. Retention Training Manual Leaked
74

75. Getting through the Filter
75

76. Revolution Rant
Eisner
Aristocrat Revolutionary
Lassiter
76

77. Share My Experience
Source: On the Record…Online Podcast
77

78. Recap
 Mainstream Media in Recession
 Quantity and Perceived Credibility of
UGM Increasing
 Peers more Trusted than Official
Spokespersons
 Government Currently Least Trusted
Sector
 Frequent and Honest Communications
Build Trust
 Multiple Information Sources Enhances
Credibility
 New Media and Social Media offer
Effective and Efficient Channels for
Informing Conversations
Source: 2009 Edelman Trust Barometer 78

79. Channel Map
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
79

80. New Media Priorities of Government Agencies
80

81. Websites and Online Newsrooms
81

82. Or This:
82

83. Website is the Center Point
83

84. Organizing Your Web Presence First
1. Your website is the most credible
source of information online about
your organization.
2. A press release distributed on a paid
newswire service is the second most
credible source of information online
about your organization.
According to a survey [PDF] of 1200 journalists by PR Newswire and PR Week.
84

85. Making Online News Scanable
85

86. UCLA Online Newsroom
Column 1 Column 2 Column 3 Column 4
Sub Nav for Main Nav by Topic
Press
Info
Site
Search
Subscriptio
ns
Media
Secondary
Emphasis
Lead Story
with
Clickable
Topics
Hot
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
86

87. Subscription Kiosks
Subscript
ion Kiosk
with
RSS,
Email
and
Sharing
The Subscription Kiosk should be used as a
function element on every page within the
online newsroom.
87

88. Subscription Kiosks - RSS
Clickab
le RSS
Text
and
Icon
Step One – Visitor clicks
the RSS text or icon.
88

89. Subscription Kiosks – Custom Feeds
Help
Screen
Sub
Category
Feed
Catego
ry
Feed
Sub
Category
Feed
Generates
Custom
RSS Feed
89

90. Subscription Kiosks – One-Click Import
Close Option
One Click Subscription
to Google Reader or
iGoogle
Subscribe via
Internet Explorer or
Firefox
View Raw RSS
Feed
Step Three– Branded icons help
visitors move their subscriptions
into their RSS reader of choice, 90
subscribe via browser or view a raw

91. Subscription Kiosks – Email Alerts
Clickabl
e Alerts
Text
and
Icon
Step One – Visitor
clicks the Alerts text
or icon.
91

92. Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber
enters email
address
CAPTCHA Code
function with
audio
accessibility for
visually
impaired
visitors
Confirmation
message
92

93. Subscription Kiosks – Email Authentication Links
Email
Sent
from
Online
Newsroo
m
Unique
Domain
URL
Step Three– Visitor clicks on an unique
hyperlink sent to the registered email
address from the newsroom’s domain.
93

94. Subscription Kiosks – Email Category and Sub Categories
94

95. Subscription Kiosks - Sharing
Clickable
Share Text
and Icon
Step One – Visitor
clicks the Share text
or icon.
95

96. Subscription Kiosks – Sharing via Social Networks
Clickable Share
Text and Icon
Forward via Email
Format to Print
Page Title, Website,
Category, Publisher
(Specific to General)
Permalink
Facebook CAPTCHA
96

97. Subscription Kiosks – Sharing via Email
Recipient’s Email
Optional
Comments Field
CAPTCHA
User Comment
Page Title URL
97

98. Experts Database
Expert Database Search Results Expert Detail Page
Sort By Option
Paginated Results
Searches “Area of
Expertise” field
(manually entered)
Thumbnail Image
Newsroom Links
98

99. Data Visualization Resource
99

100. Data Visualization Resource
100

101. Data Visualization - Embed Codes
101

102. Data Visualization - Beach Report Card
102

103. Gov 2.0 – IT Dashboard
Source: US Federal Government
103

104. Gov 2.0 – Government as a Platform
104

105. Gov 2.0 - Impact of Public Diplomacy
Cairo Speech “Obama” Peak “Freedom” Peak
105

106. Entergy Storm Center Maps Power Outages
Color
Coded by
Size
Outage
Street
Level
Detail
106

107. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer
107

108. Online Crisis Communications – Demand Spike
108

109. Domain Links Build Credibility
Source: Toyota Online Newsroom
109

110. Participatory PR
110

111. Go Where the People Are
111

112. Inviting them to your Domain to Socialize
112

113. Aligning with Back Channels
113

114. Debunking Misinformation
114

115. Email
Source: Universal McCann
115

116. Links vs. Attachments
116

117. Resource: Sending Large Files
117

118. Email Risks
118

119. Email Risks: Blogger Fights Back
unique visitor to lifehacker.com
119

120. Email Risks: Blogger Fights Back
120

121. Reverse Engineering Media Contact Lists
121

122. Media Contact Lists by Region
122

123. List Management
a. Media Lists
b. Outlook Exports
c. Opt ins
d. Professional contacts
123

124. Direct Communications: Coping with Attention Deficits
124

125. Email Newsletter Campaign Elements
1. Content Strategy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6. Measurement/Reporting
125

126. Lunch
126

127. Anatomy of the Blog
Source: Dickson Fong
127

128. Anatomy of the Blog: Blogs and Blog Posts
Homepage
Blog/Homepage
Blog Post
Author/ Date
Blog Post
Blog Post
128

129. Anatomy of the Blog: Permalinks
Permalink
129

130. Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
130

131. Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
131

132. Anatomy of the Blog: Comments
132

133. Anatomy of the Blog: Comment Moderation
Consider
adding
information
about turn
around time
133

134. Anatomy of the Blog: Comment Moderation
Consider adding
moderation policy
hyperlink
134

135. Anatomy of the Blog: Moderation Challenges
135

136. Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
136

137. Anatomy of the Blog: Widgets
Widget
Widget
Widget
137

138. Anatomy of the Blog: Tags Clouds
A list of tags where size reflects
popularity.
138

139. Anatomy of the Blog: Widgets
139

140. Astroturfing
140

141. Anatomy of the Blog: TwitterFeed
141

142. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
142

143. New Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
143

144. Live Demo: Using Google Reader
144

145. Live Demo: Email Alerts
145

146. Afternoon Break
146

147. Guidelines for Bloggers
147

148. Play Nice
148

149. Pseudo-Anonymity
149

150. Summarize
150

151. One to Many
151

152. Democratize
152

153. Unfiltered
153

154. Blogger Ethics
154

155. Thou shall not confuse thy opinion with truth
155

156. Thou shall not invoke personal attacks
156

157. Thou shall stick to the subject at hand
157

158. Thou shall cite thy references
158

159. Thou shall punctuate and capitalize
159

160. Thou shall own up to thy mistakes
160

161. Thou shall not use aliases or sock puppets
161

162. Thou shall not feed the trolls
162

163. Thou shall resize thy images
163

164. Blogger Ethics: Other Issues
• Transparency: How and when should a blogger
reveal revenue sources?
• Pay for play: Blog posts, tweets, and more as
marketing tools
• Online privacy
• Astroturfing: Organizations creating artificial
"grassroots" campaigns
• Compliance and Legal: What should a corporate
blog policy look like? What are a blogger's legal
obligations?
164

165. 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
165

166. Social Media Policies
People Policy Process Technology
166

167. Social Media Policy
167

168. Guidance Transparency of
Information
Intended for
Public Release
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy Confidentiality
Combat
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
168

169. The Practice of Blogging
"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.
169

170. Wonder Wheeling Blog Post Ideas
170

171. 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 easy
source: problogger
171

172. 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
172

173. Benefits of Blogging
173

174. Who Says You Can’t Blog
Source: Monsanto Blog
174

175. Unfiltered Conversation
175

176. Messaging through Sneeze Posts
Source: Monsanto Blog
176

177. Your Domain has Credibility
Source: UCLA Online Newsroom
177

178. Blogger Relations
178

179. Collective Intelligence?
179

180. Submit your attention
180

181. Participate
181

182. Courtship matters
182

183. No Broadcast Distribution
183

184. Humanize
184

185. You can’t buy passion
185

186. Set the record straight
186

187. Blogger Relations Etiquette
• Listen before talking
• Participate, don’t control
• Be of service
• Be modest
• Be authentic
• Be transparent
187

188. Case Study: Microsoft
188

189. Case Study: Nokia
189

190. Case Study: Rock-Ola
190

191. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
191

192. Cory Doctorow’s 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
192

193. Online Reputation Management
193

194. Blog Crisis: Case Study
194

195. Case Study: Blog Crisis
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
195

196. Intro to Micro Blogging
Source: Current TV
196

197. Twitter as a News Source
Source: Examiner.com 197

198. Anatomy of a Microblog
External
Communications
Media Relations
198

199. Anatomy of a Twitter Client: TweetDeck
199

200. Crowd Sourcing Customer Service on Twitter
200

201. Anatomy of a Twitter: TweetChat
201

202. Hashtags.org
202

203. Twitter Case Studies
203

204. Social Media: Insider Secrets
204

205. Social Media Training for Dads
205

206. 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
206