7. Plenty of Options
Media Relations
Customer Investor
Relations Relations
Public Affairs Labor Relations
Public Relations
Industry Community
Relations Relations
Analyst Relations
7
8. Mass Media Addict
Newspapers
Television Media Relations Magazines
Radio
8
26. Web Gets Convenient
• Content’s claim to the crown
• User experience shapes reputation
• Should be self-service
• Flash, PDFs, UI, navigation
Photo by Spackletoe
• Ease of use drives adoption
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
26
44. For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
Anticipate
Respond
Photo by Juandazeng
44
45. Discoverability and Amplification
New Media
Websites
Monitoring Email
Microblogging SEO
Content Social
Blogs/Podcasts
Networks
Pure Social
Networks
Social Media
45
51. Filter YouTube Videos
Use “quotes” for an exact phrase match
Sort by view count to identify most popular content
Mapping YouTube’s“Early
Childhood Education”
community
51
67. Chose Your Congregation Wisely
by Beth Rankin by Glen Kirk by lil’bear
Invest time looking for fence sitters who
express themselves in social media --
doubters who might be turned into
believers through conversation.
Inspired by “Twitterville” – Pg. 51 67
99. Policy Elements Transparency of
Public
Information
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy Confidentiality
Crisis
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
99
100. ROI of Trust
Source: 2009 Edelman Trust Barometer
100
121. End of Segmentation
“The Internet interprets censorship as damage
and routes around it.”
John Gilmore, Co-Founder
Electronic Freedom Foundation
121
124. Online Newsroom Design
Column 1 Column 2 Column 3 Column 4
Main Nav by Topic
Press Info
Site Search
Subscriptions
Sub Nav for
Secondary
Media
Emphasis
Hot Topics
Lead Story with
Clickable
Thumbnail
Headline
Primary Logical Thumbnails in Sub Headline
Emphasis Path Index
124
125. Subscription Kiosks
Subscription
Kiosk with RSS,
Email and
Sharing
The Subscription Kiosk should be used as a
function element on every page within the
online newsroom.
125
126. Subscription Kiosks - RSS
Clickable RSS
Text and Icon
Step One – Visitor clicks
the RSS text or icon.
126
127. Subscription Kiosks – Custom Feeds
Help
Screen
Sub
Category
Feed
Category
Feed
Sub
Category
Feed
Generates
Custom
RSS Feed
127
128. 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, 128
subscribe via browser or view a raw
129. Subscription Kiosks – Email Alerts
Clickable Alerts Text
and Icon
Step One – Visitor
clicks the Alerts text
or icon.
129
130. Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber
enters email
address
CAPTCHA Code
function with
audio
accessibility for
visually
impaired
visitors
Confirmation
message
130
131. Subscription Kiosks – Email Authentication Links
Email Sent
from Online
Newsroom
Domain
Unique URL
Step Three– Visitor clicks on an unique
hyperlink sent to the registered email
address from the newsroom’s domain.
131
133. Subscription Kiosks - Sharing
Clickable
Share Text
and Icon
Step One – Visitor
clicks the Share text
or icon.
133
134. 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
134
135. Subscription Kiosks – Sharing via Email
Recipient’s Email
Optional
Comments Field
CAPTCHA
User Comment
Page Title URL 135
136. 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
136
139. New Media Case Study: PCNH
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Constituents
Service
139
140. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer
140
153. 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
153
154. Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogs
154
161. Case Study: Blog Storm
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
• Cultivate an inner circle of influential bloggers
161
162. Anatomy of the Blog: RSS
Open Tag - < >
Close Tag - </ >
162
163. New Media Monitoring
Leveraging RSS:
1. Web-based readers
2. Desktop-based readers
3. Email clients
163
172. Anatomy of Twitter
Number of unused
characters
Tweet Field
Since the last browser refresh
The Tweets of
everyone I’m
following
172
173. Anatomy of Twitter: @replies, ReTweets & Trends
Tweet directed to
me, in full view of
others
My @reply, in full view of others
Where to find
your @replies
Distribute
this Tweet to
my followers
Most
popular
terms on
Twitter
right now
173
176. Anatomy of Twitter: Direct Messages or DMs
To minimize spam,
I can only DM
someone
following me
Where I find
my DMs
Private
conversation
between me
and Steve
176
177. Anatomy of Twitter: Favorites
Where my
Favorites are
Tweets I’ve
Favorited
177
178. Anatomy of Twitter: Following
Expanded Options
View Option
Lists
Tweeters I’m
Following
178
179. Anatomy of Twitter: Followers
List View
Option
Click “followers”
to view
everyone you’re
following
Followers I’m
Following
Tweeters
Following me
179
180. Anatomy of Twitter: Aesthetics
Where to find
your settings
Where to
change the
look of your
Twitter
webpage
Choose a
standard
design
Upload a
custom
background
180
181. Anatomy of Twitter: Apps
Where to find your
installed apps
Twitter Apps
Installed
181
196. Twitter: Value Proposition
“ '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,"
Excerpted from Twitterville by Shel Israel 196
197. Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
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
197
