New Media and Social Media Workshop

Foreign Service Institute ndash 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 17 2009

2

Housekeeping

bull Breaks and Lunch

bull Cell Phones

bull Introductory Course

bull Technical Problems

bull Curriculum

bull Handouts are Digital

bull Twitter Hashtag smstate

bull Spam Email Account

bull Web Browsers

3

Mayor Jerry Brown

Britney Spears

News Media Addict

Star Wars 30th Anniversary

Pussycat DollsAcademy Awards

4

Message Map

Data Points

Overarching Message

Supporting Messages

5

Mainstream Media Training

6

Plenty of Options

Public Affairs

CustomerRelations

Investor Relations

Labor Relations

Community Relations

Industry Relations

Media Relations

Analyst Relations

Public Relations

7

Media Relations

Mass Media Addict

Television Magazines

Radio

Newspapers

8

Junket Junkie

9

Controlled Communications

10

Conforming to News Cycles

Photo by Olivander

11

News Break Strategy

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

12

Scoring Ink

13

Illusion of Control

14

White Light Experience

15

Evolution of Media

16

Web Gave Life to New Media

Email

SEO

Websites

17

New Media as Mass Media

Photo by Adulau

18

Control through Stridence

19

Journalists Relying on Company Websites

Source PR Week

20

Email Blasts

21

New Media Driving Purchasing Decisions

Source Universal McCann

12

3

22

Search Gets Social

Source Wikipedia

23

Page Rank is the New PR

24

Links as Third-Party Endorsements

25

Social Web Arrives

Microblogging

Email

SEO

BlogsPodcastsContent SocialNetworks

Websites

Pure SocialNetworks

Monitoring

26

Web Gets Easy

27

Photo by Spackletoe

Marketing with Convenience

bull Ease of use

bull Contentrsquos claim to the crown

bull User experience and reputation

bull Flash PDFs UI Navigation

bull Ease of Use and Adoption

Evolution of Customer Experience

28

Convenience Online

Source Sit or Squat

search reviewfilter share

29

User Experience is Conversation

User Ratings on Comments

Social Search

30

What You Say vs What You Do

Whopper Big Mac SubwaySource This Piggy Blog

31

Higher Power

Whopper Big Mac Subway

32

Citizen Journalism

33

No Secrets

34

90 Million Photo Journalists

Source Twitpic

35

For Immediate Discovery

bull Search is immediate

bull Blogging is immediate

bull Shorter patience thresholds

bull Sharing is nice

bull Anticipate and respond

Photo by Juandazeng

36

Web Surpasses Mainstream Media Channels

Source Pew Internet

37

Analog Dollars to Digital Pennies

Source Newspaper Association of America

38

Press Pool Evaporates

Source Papercuts

39

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

40

Social Media Surge

Source Friendfeed

41

Social Media Explosion

Source namechk

42

Social Media Identity Theft

Source namechk

43

Conversations are Media

Source 2009 Edelman Trust Barometer

44

Conversations are Intimate

Source Universal McCann

45

Conversations have Demographics

Generation Gap

Source Forrester Research

46

Conversations are Aggregated

Google Reader

47

Rep

uta

tion

Mainstream News Media

Conversations Shape Reputation

Source Shel Holtz

48

News is Frequent Updating

49

Conversations Empower Consumers

50

Trustworthies

Source 2009 Edelman Trust Barometer

51

Trust in Government

Source 2009 Edelman Trust Barometer

52

NGOs Most Trusted

Source 2009 Edelman Trust Barometer

53

Benefit of Leveraging Channels

Source 2009 Edelman Trust Barometer

54

Lack of Trust Triggers Desire for Government Regulation

Source 2009 Edelman Trust Barometer

55

Government is Responsible for Solving Global Issues

Source 2009 Edelman Trust Barometer

56

ROI of Trust

Source 2009 Edelman Trust Barometer

57

Gaining Public Trust

Source 2009 Edelman Trust Barometer

58

Who Says You Canrsquot Blog

Source Monsanto Blog

59

Unfiltered Conversation

60

Messaging through Sneeze Posts

Source Monsanto Blog

61

Your Domain has Credibility

Source UCLA Online Newsroom

62

Domain Links Build Credibility

Source Toyota Online Newsroom

63

Participatory PR

64

Go Where the People Are

65

Inviting them to your Domain to Socialize

66

Aligning with Back Channels

67

Debunking Misinformation

68

National News

Influencers

Regional News

Local News

Trade Press

Target Audience

Foolrsquos Game

Bloggers Podcasters

69

Photo by Periodico LaDemocaracia

Just Say No

70

Conversations are Addictive

Photo by Why Not Studios

71

Price of Free

1 Conversion leaks

2 Investing time in technology

3 Unsupported technology

4 Interoperability

5 Workflow management

6 Storage

72

Rethink the Photo Opp

Photo by Leo Reynolds

Brian Stauffer

73

Innovation is Risky

Source iPressroom

74

New Media Train Everyone

75

Surrender to the Conversation

76

Afternoon Break

77

Filling Your Own News Hole

78

Transparency and Authenticity

79

Customer Service Rep as Spokesperson

80

Unintended Consequences

81

Retention Training Manual Leaked

82

Coping with an Online Crisis Comcast

83

Direct to Consumers

84

Getting through the Filter

85

Revolution Rant

RevolutionaryAristocratEisner Lassiter

86

Share My Experience

Source On the RecordhellipOnline Podcast

87

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

Recap

Source 2009 Edelman Trust Barometer

88

BlogsPodcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Channel Map

Email

SEO

Websites

New Media

89

New Media Priorities of Government Agencies

90

Websites and Online Newsrooms

91

Or This

92

Website is the Center Point

93

Organizing Your Web Presence First

1 Your website is the most crediblesource 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

94

Media Relations Resource

95

Media Relations Resource RSS by Category

96

Media Relations Resource Category Email Alerts

97

Media Relations Resource CAPTCHA Codes

98

Media Relations Resource PR Contacts View

99

Media Relations Resource Sub Headlines

100

External and Internal Communications Resource

101

External and Internal Communications Resource

102

External and Internal Communications Resource

103

External and Internal Communications Resource

104

Online Video for Direct Communications

105

Integrating Social Media

106

Data Visualization Resource

107

Data Visualization Resource

108

Data Visualization Widget

109

Data Visualization Resource

110

Data Visualization ndash IT Dashboard

Source US Federal Government

111

Email

Source Universal McCann

112

Links vs Attachments

113

Resource Sending Large Files

114

Email Risks

115

Email Risks Blogger Fights Back

unique visitor to lifehackercom

116

Email Risks Blogger Fights Back

117

Reverse Engineering Media Contact Lists

118

Media Contact Lists by Region

119

List Management

a Media Lists

b Outlook Exports

c Opt ins

d Professional contacts

120

Direct Communications Coping with Attention Deficits

121

Email Newsletter Campaign Elements

1 Content Strategy

2 Frequency

3 Email lists

4 Email Newsletter Templates

5 Landing Pages

6 MeasurementReporting

122

Reinventing PR Against Clicks Instead of Clips

Email

Landing Pages

ConversionActivity

ROI

SEO

123

Online Newsroom

Email

FlickrSearch

YouTube

Twitter

Linkedin

Facebook

Conversions

Press Releases

Inbound Links

Online Communications Strategy

New Media Social Media

Coverage

124

Eric Schwartzman

(310) 463-4026 Phone

ebs[at]schwartzmanpr[dot]com Email

schwartzmanprcom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30