This document provides an overview of a social media boot camp held on November 4, 2010. It covers topics such as expectations for the boot camp, changes in media consumption habits, message mapping, media relations strategies, new media communications options like blogs and social networks, and tools for monitoring social media conversations. Demonstrations are provided on how to set up RSS feeds from news sites, blogs, forums and Twitter to track coverage and conversations in Google Reader. Guidelines are also offered for engaging in blogging and on social networks like Twitter.

1. Social Media Boot Camp
@EricSchwartzman
Day One – Nov. 4, 2010

2. 2
Housekeeping
• Expectations
• Introductory immersion
• New vocabulary
• Foundation first
• Exercises second
• Agenda
• Slide numbers
• Digital handouts
• Favorite useful sites

3. 3
Times Are Changing

4. 4
Mayor Jerry Brown
Britney Spears
News Media Addict
Star Wars 30th Anniversary
Pussycat Dolls
Academy Awards

5. 5
Message Map
Data Points
Overarching
Message
Supporting
Messages

6. 6
Mainstream Media Training

7. 7
Plenty of Options
Public Affairs
Customer
Relations
Investor
Relations
Labor Relations
Community
Relations
Industry
Relations
Media Relations
Analyst Relations
Public Relations

8. 8
Media Relations
Mass Media Addict
Television Magazines
Radio
Newspapers

9. 9
Junket Junkie

10. 10
Controlled Communications

11. 11
New Purpose for the Press Release
Source: Pew Internet
Percentage of internet users who sited each type of site as their favorite

12. 12
Conforming to News Cycles
Photo by Olivander

13. 13
News Break Strategy
National News
Influencers
Regional News
Local News
Trade Press
Target Audience

14. 14
Scoring Ink

15. 15
Illusion of Control

16. 16
Law of Diminishing Returns
Source: Paper Cuts

17. 17
Ad Spending Trends

18. 18
White Light Experience

19. 19
Web Gave Life to New Media
Email
SEO
Websites

20. 20
Outbound Communications

21. 21
New Media as Mass Media
Photo by Adulau

22. 22
Web Gets Social
Microblogging
Email
SEO
Blogs/Podcasts
Content Social
Networks
Websites
Pure Social
Networks
Monitoring

23. 23
Web Gets Easy

24. 24
Photo by Spackletoe
Grassroots Communications Have to be Easy
• Content’s claim to the crown
• User experience shapes reputation
• Should be self-service
• Flash, PDFs, UI, navigation
• Ease of use drives adoption
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation

25. 25
How Will You Get Through the Filter?
Source: Sit or Squat
search reviewfilter share

26. 26
Customer Service Rep as Spokesperson

27. 27
Unintended Consequences

28. 28
Retention Training Manual Leaked

29. 29
Crowd Sourcing News: Triangulating Truth

30. 30
No Secrets

31. 31
What You Say vs. What You Do
Whopper Big Mac SubwaySource: This Piggy Blog

32. 32
Business Case: Encourage Supporters
Whopper Big Mac Subway

33. 33
Social Media Conversations

34. 34
Reputation
Mainstream News Media
Conversations Shape Reputation
Source: Shel Holtz

35. 35
MSM Becomes the Second Draft

36. 36
How Will You Encourage Support?
Photo by Leo Reynolds
Brian Stauffer

37. 37
Rethink the Photo Opp
Source: Twitpic

38. 38
Intimate News Breaking
Source: Universal McCann

39. 39
Edgework
Source: Cobalt123

40. 40
Scale through Training

41. 41
Organizations Must Provide Guidance
People ProcessPolicy Technology

42. 42
Policy vs. Guidance
Social Media
Policy
Transparency of
Public
Information
Respectfulness
Privacy
Confidentiality
Diplomacy
Disclaimers
Conflict
Resolution
Crisis
Considerations
Legal Matters
IT Policy
Penalties

43. 43
Photo by o0besesed
Social Media Communications is a Team Sport

44. 44
National News
Influencers
Regional News
Local News
Trade Press
Target Audience
Exclusives & Embargos are Counterproductive
Bloggers Podcasters

45. 45
Blogs/Podcasts
Pure Social
Networks
Content Social
Networks
Monitoring
Microblogging
Social Media
Discoverability and Amplification
Email
SEO
Websites
New Media

46. 46
Welcome to the Revolution
RevolutionaryAristocratEisner Lassiter

47. 47
Selling Social Media to Management

48. 48
Position Social Media as Extending Existing Efforts
Listorious shows over 200 USA Today reporters, 243 New York Times
reporters and more than 100 Wall Street Journal reporters on Twitter.

49. 49
Selling Social Media to Management
• Get at ROI
of social
media
• Implement
social media
policy &
training
• Satisfy audit
trails
• Channel
social media
through PR
Strict
Management
Oversight
Regulatory
Oversight
Embraces
Change
Exploratory
and Curious

50. 50
Morning Break

51. 51
Media is Filtered for Us

52. 52
Build the Business Case By Filtering Social Media

53. 53
Start by Listening
Brian Solis

54. 54
Open Tag - < >
Close Tag - </ >
Building a Media Monitoring Dashboard with RSS

55. 55
RSS Readers
Leveraging RSS:
1. Browsers
2. Web-based readers
3. Desktop-based readers
4. Email clients

56. 56
Google Reader

57. 57
Demo: Social Media Monitoring Dashboard

58. 58
Find the Right Keywords

59. 59
Demo: Search a Keyword in Google News
Locate the RSS Icon
at the Bottom of the
Google News Search
Results

60. 60
Demo: Add the RSS Feed URL to Google Reader

61. 61
Live Demo: Add RSS feed to Google Reader
Clicking “Add a subscription” button
opens field to insert URL of RSS Feed

62. 62
Demo: Add RSS feed to Google Reader
Google News Feed Loaded in
Google Reader

63. 63
Demo: Monitor Blogs with RSS
Back to Google News  more  Blogs

64. 64
Demo: Convert Blog Search Results to RSS
Click the RSS option
to subscribe to these
search results in
Google Reader

65. 65
Demo: Convert Blog Search Results to RSS
Copy the URL of
the web page on
which the RSS
feed is displayed

66. 66
Demo: Enter RSS feed in Google Reader
Paste the Blog Search Results URL into
the “Add a subscription” pop-up field

67. 67
Demo: News and Blog RSS Feeds in Google Reader
Google Blog Feed Loaded in Google Reader

68. 68
Demo: Monitoring Twitter
Convert Twitter
Search Results
to RSS

69. 69
Demo: Subscribe to a Twitter RSS Feed
Paste the Twitter Search Results RSS Feed URL into the “Add a
subscription” pop-up field

70. 70
Demo: Subscribe to a Wikipedia Article

71. 71
Demo: Wikipedia RSS feed in Google Reader
Edits to the Wikipedia article appear in real time
Edits by Anonymous Users

72. 72
Demo: Monitoring Online Forums in Google Reader
Show Tools link in Menu
Bar Opens RSS Option

73. 73
Demo: Monitoring Online Forums in Google Reader
Forums RSS
Feed Loaded in
Google Reader
Click “Manage
subscriptions”
link to put feeds
into folders

74. 74
Demo: Managing Subscriptions in Google Reader
Select “Add to folder”  “Cheonan”

75. 75
Demo: Managing Subscriptions in Google Reader
Select “Add to folder”  “New folder”

76. 76
Demo: Cheonan Folder Added to Google Reader

77. 77
Demo: Sharing from Reader to Facebook & Twitter

78. 78
Demo: Sharing from Reader to Facebook & Twitter

79. 79
New Media Notifications

80. 80
More Filtering Options: User Ratings
Inspired by “Trust Agents” – Pg. 197

81. 81
More Filtering Options: Comments
Cause as online
social object
Donor commenting
Inspired by “Twitterville”

82. 82
More Filtering Options: Goolge SideWiki
Social
browser
widget
Website as online
social object

83. 83
Lunch

84. 84
Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Blog Post
Blog Post
Blog Post
Homepage
Author/ Date

85. 85
Anatomy of the Blog: Permalinks
Permalink

86. 86
Anatomy of the Blog: Feeds, Site and Social Search
Blog Search
Social Search
Top Rated
RSS Feed

87. 87
Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink

88. 88
Anatomy of the Blog: Comments

89. 89
Anatomy of the Blog: Comment Moderation
Consider
adding
information
about turn
around time

90. 90
Anatomy of the Blog: Comment Moderation
Consider adding
moderation policy
hyperlink

91. 91
Anatomy of the Blog: Blog Rolls
Blog Roll
Blog Roll
Community
Mapping
Opportunity

92. 92
Anatomy of the Blog: Widgets
Widget
Widget
Widget

93. 93
Astroturfing

94. 94
Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs

95. 95
Top 100 Blogs on Technorati

96. 96
Case Study: Rock-Ola

97. 97
Corporate Blogs
Source: Monsanto Blog

98. 98
Unfiltered Conversation

99. 99
Messaging through Sneeze Posts
Source: Monsanto Blog

100. 100
Case Study: Blog Storm

101. 101
Case Study: Blog Storm

102. 102
Case Study: Blog Storm
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers

103. 103
Origins of Blogging at DoD

104. 104
New Rules of Engagement

105. 105
Play Nice

106. 106
Participate

107. 107
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

108. 108
Use Google Reader to Answer the Phone
From “Trust Agents” – Pg. 197
Photo by spaceamoeba

109. 109
Photo by Stu Spivack
Customer Service as PR
Inspired by “Twitterville”

110. 110
Deciding Who to Engage
Inspired by “Twitterville” – Pg. 51
Invest time looking for fence sitters who
express themselves in social media --
doubters who might be turned into
believers through conversation.
by Beth Rankin by Glen Kirk by lil’bear

111. 111
Art of the Mea Culpa

112. 112
Resources for Proving a Social Media Strategy

113. 113
Pew Internet

114. 114
Pew Internet

115. 115
Social Media Demographics

116. 116
Social Media Demographics Database
Generation Gap
Source: Forrester Research

117. 117
Afternoon Break

118. 118
Communicator’s Guide to Twitter
Source: Current TV

119. 119
Humanize at Your Own Risk
Scale by
Adding
team
Members

120. 120
Twitter as a News Source
Source: Examiner.com

121. 121
Tweet as SOS

122. 122
No Other Media Does This:
TwitPic of Missing Girl
Trending Topic Selected
ReTweet Volume
Over Time
Trending Topics Daily
Trending Keywords

123. 123
Or this:

124. 124
Twitter is Discoverable

125. 125
Twitter: Value Proposition
finds what’s already happened
finds what’s happening now

126. 126
Twitter: Value Proposition
Immediate many-to-many communications
Information as
social object

127. 127
“ 's smallness allowed more posts
to go up more frequently. Likewise, it was faster
and easier for people to respond, and thus the
conversation moved faster and very often went
further on Twitter than it did on standard blogs,"
Twitter: Value Proposition
Excerpted from Twitterville by Shel Israel

128. 128
Twitter is Public Record

129. 129
Anatomy of Twitter
Since the last browser refresh
Number of unused
characters
The Tweets of
everyone I’m
following
Tweet Field

130. 130
Anatomy of Twitter: @replies, ReTweets & Trends
My @reply, in full view of others
Where to find
your @replies
Tweet directed to
me, in full view of
others
Most
popular
terms on
Twitter
right now
Distribute
this Tweet to
my followers

131. 131
Science of Retweets
Source: Dan Zarella

132. 132
Twitter Hashtags

133. 133
Twitter Hashtags

134. 134
Twitter Hashtags

135. 135
Exercise: Add a Hashtag RSS Feeder to Reader
Keyword
surfaces
Hashtag

136. 136
Anatomy of Twitter: Direct Messages or DMs
Where I find
my DMs
Private
conversation
between me
and Steve
To minimize spam,
I can only DM
someone
following me

137. 137
Anatomy of Twitter: Favorites
Tweets I’ve
Favorited
Where my
Favorites are

138. 138
Anatomy of Twitter: Following
Lists
Options
Tweeters I’m
Following
Expanded
View Option

139. 139
Anatomy of Twitter: Followers
Followers I’m
Following
Tweeters
Following me
List View
Option
Click “followers”
to view
everyone you’re
following

140. 140
Demo: Change Your Twitter Background
Where to
change the
look of your
Twitter
webpage
Choose a
standard
design
Upload a
custom
background
Where to find
your settings

141. 141
Anatomy of Twitter: Apps
Twitter Apps
Installed
Where to find your
installed apps

142. 142
@Pistachio’s 140 Twitter App Store

143. 143
Popular Twitter Apps: Bit.ly Link Shortener

144. 144
Measuring Inbounds Visits from Twitter

145. 145
“Back Ending” Tweets

146. 146
Official Twitter Account

147. 147
Fake Twitter Account

148. 148
Search.Twitter.com
Geography
Where to find
your settings

149. 149
Complex Queries on Twitter Search

150. 150
Results are a Real Time Focus Group
• Larger sample size
• Nonstop feedback
• Always up to date
• No margin of error

151. 151
Brand vs. Personal Accounts
Conversations
are Owned
Team Tweeters
News Stands
Alone

152. 152
Follow the Bread Crumbs
ReTweeting Fake
Tweets

153. 153
Good Friends Don’t Just Talk – They Listen Too

154. 154
How NOT to Attract Followers
Show Yourself
Don’t Follow People
Before You Have
Tweets

155. 155
Assessing Who to Follow
Any Favorites?
Is the Photo Real?
What’s the
following to
followers ratio?

156. 156
Assessing Who to Follow
What’s the following
to followers ratio?
Check the Twitter
User’s Favorites

157. 157
Assessing Who to Follow
User Attracts
Follower by
Following

158. 158
Assessing Who to Follow
Check for @replies
Ratio Indicates High
Degree of Influence

159. 159
Market Inbound Customers
1 2
3 4

160. 160
Engaging through Twitter
Inspired by “Trust Agents” – Pg. 197
Think Conversational
Rather than Solicitous

161. 161
Extend Your by Getting Personal

162. 162
Twitter ID &
Password
Twitpic Link
Twitpic Link &
Caption
Emailed Image &
Subject Headline
Posted on Twitpic
PSNH Twitter Strategy

163. 163
Twitter Client: TweetDeck

164. 164
HootSuite

165. 165
Tweets via RSS

166. 166
Dangers of Syndication

167. 167
Social Media Management Platforms
Source: Jamie Beckland, White Horse

168. 168
Case Study Discussion: What Do You Think

169. 169
Thank You
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
youtube.com/spinfluencer YouTube
slideshare.net/ericschwartzman slideshare
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
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170. 170
Email
Source: Universal McCann

171. 171
Time Spent on Email Declines
Source: Nielsen

172. 172
Email Usage on Smart Phone Rises
Source: Exact Target

173. 173
Matching the Media to the Message

174. 174
Direct Communications: Coping with Attention Deficits

175. 175
Links vs. Attachments

176. 176
Email Resource: Sending Large Files

177. 177
Email Risks

178. 178
Email Risks: Blogger Fights Back
unique visitor to lifehacker.com

179. 179
Reverse Engineering Media Contact Lists

180. 180
Jedi List Synchronization

181. 181
The Heart of Online Communications

182. 182
Transparency Fosters Empathy
Source: US Federal Government

183. 183
Data Visualization
Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient

184. 184
Ambiguity Fosters Skepticism

185. 185
Opacity Breeds Hate

186. 186
Control vs. Credibility

187. 187
End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Electronic Freedom Foundation

188. 188
Online Newsroom as Home Base

189. 189
Encourage Walk In Traffic
Website

190. 190
Engagement Increases the Number of Entry Points
Website
Blog
FB Fan Page
Twitter
Podcast
YouTube

191. 191
Social Media Expands Your Footprint & Network
Website
Blog
FB Page
Twitter
Podcast
YouTube
MySpace
Flickr

192. 192
Why Your Website’s So Important

193. 193
Making Online News Scanable

194. 194
MainNavbyTopicSubNavfor
Media
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
HotTopics
Secondary
Emphasis
Online Newsroom Design

195. 195
Subscription
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

196. 196
Clickable RSS
Text and Icon
Step One – Visitor clicks
the RSS text or icon.
Subscription Kiosks - RSS

197. 197
Category
Feed
Sub
Category
Feed
Sub
Category
Feed
Generates
Custom
RSS Feed
Help
Screen
Subscription Kiosks – Custom Feeds

198. 198
Step Three– Branded icons help
visitors move their subscriptions
into their RSS reader of choice,
subscribe via browser or view a raw
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

199. 199
Clickable Alerts Text
and Icon
Step One – Visitor
clicks the Alerts text
or icon.
Subscription Kiosks – Email Alerts

200. 200
CAPTCHA Code
function with
audio
accessibility for
visually
impaired
visitors
Subscriber
enters email
address
Confirmation
message
Subscription Kiosks – Email CAPTCHAs and Confirmations

201. 201
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

202. 202
Subscription Kiosks – Email Category and Sub Categories

203. 203
Clickable
Share Text
and Icon
Step One – Visitor
clicks the Share text
or icon.
Subscription Kiosks - Sharing

204. 204
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

205. 205
Optional
Comments Field
CAPTCHA
Recipient’s Email
Subscription Kiosks – Sharing via Email
User Comment
Page Title URL

206. 206
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

207. 207
Unfiltered News Source

208. 208
Black
Box
Standard
Homepage
Background
Image
No Background
Image
Crisis Footer
Standard
Footer
Black Box
Homepage
Crisis Communications Template

209. 209
Online Crisis Communications – Demand Spike

210. 210
Social Distributed Problem Solving