Post on 15-May-2015
description
Your Gateway to Online AudiencesNew Media and Social Media:
Understanding New Communications Technologies
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
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Star Wars 30th Anniversary
Salt Lake Olympics
Academy Awards
Britney Spears
Pussycat Dolls
Recovering News Junkie
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• What it was like
• What happened
• How it is now
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Control Freak
Data Points
Overarching Message
Supporting Messages
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Media Training
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Word of Mouth Channels
Public Affairs
CustomerRelations
Investor Relations
Labor Relations
Community Relations
Industry Relations
Media Relations
Analyst Relations
Public Relations
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Media Relations
Mass Media
Television Magazines
Radio
Newspapers
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Influence Peddling
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Tools of the Trade
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Mainstream News Media Cycles
Photo by Olivander
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News Break Strategy
National News
Influencers
Regional News
Local News
Trade Press
Target Audience
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Score Ink
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Addicted to the Illusion of Control
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White Light Experience
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Evolution of Media
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Web Gave Life to New Media
SEO
Websites
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Control through Stridence
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They’re Googling You
3 billion – Daily searches on Google 230 million – Americans with Net access 93% -- Americans with high-speed Net access 228 million – Americans with mobile phones 1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
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New Media Drives Purchasing Decisions
Source: Universal McCann
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3
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From Push to Pull
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Getting Found through Search
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New Media Got Social
Microblogging
SEO
Blogs/PodcastsContent Social
Networks
Websites
Pure SocialNetworks
Monitoring
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It’s to Got be Easy
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Photo by Spackletoe
Minimize Friction
• Ease of use
• Content’s claim to the crown
• User experience and reputation
• Flash, PDFs, UI, Navigation
• Ease of Use and Adoption
Evolution of Customer Experience
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Marketing Convenience with Apps
Source: Sit or Squat
search reviewfilter share
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User Experience Generates Conversation
User Ratings on Comments
Social Search
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Brand Ownership Changed Hands
Whopper Big Mac SubwaySource: This Piggy Blog
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Self Policing through Social Antibodies
Whopper Big Mac Subway
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Citizen Journalism
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No Secrets
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No Where to Hide
Social browser widget
Website as social object
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Web Surpasses Mainstream Media Channels
Source: Pew Internet
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Press Pool Evaporates (9,500 Jobs Lost in 2009)
Source: Papercuts
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For Immediate Discovery
• Old methods stopped working
• Fewer news media opps to place
• Social media was immediate
•Reputations defined by conversations
Photo by Juandazeng
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Business Case for Social Media
Source: 201o Edelman Trust Barometer
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Single Point of Entry
Website
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Multiple Points of Entry
Website
Blog
FB Fan Page
Podcast
YouTube
Slideshare
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Intimate Media vs. Crowd Sourcing
Source: Universal McCann
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Edgework: Enterprise Wide Engagement
Source: Cobalt123
center
edges
world
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Change Management
People ProcessPolicy Technology
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Policy Elements
Social Media Policy
Transparency of Public
Information
Respectfulness
Privacy
Confidentiality
Diplomacy
DisclaimersConflict
Resolution
Crisis Considerations
Legal Matters
IT Policy
Penalties
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Instituting Corporate Policy
Dept. Risk Opportunity
HR Existing policy violations; policing
Goodwill with workforce; recruiting
IT Information security; data loss
Reduce network and desktop support requests
Legal Copyright, free speech, libel and audit trails
Better corp. oversight; tighter controls
Marketing Aggravate brand fracture
Enable market toself-educate
Customer Service Perceived productivity loss
Reduce call center demand
PR Negligible Unfiltered communications
PA Negligible ID opposition points
IR Selective disclosure Better shareholder communications
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www.SocialMediaPolicyTemplate.com
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What Makes Social Media Exciting?
Cairo Speech “Obama” Peak “Freedom” Peak
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Team Tweeting
Conversations are Owned
Team Tweeters
News Stands Alone
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Team Tweeting
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Socialization
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Participatory PR
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Rep
utatio
n
Mainstream News Media
Conversations Shape Reputation
Source: Shel Holtz
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News is the Frequent Updating of Information
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National News
Influencers
Regional News
Local News
Trade Press
Target Audience
Fool’s Game
Bloggers Podcasters
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Toyota.com Case Study
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Conversation Worthy, without CommentsHealtheBay.org
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Widgets in Online NewsroomsHealtheBay.org
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Socializing Data from Online NewsroomsHealtheBay.org
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Surrender to the Conversation
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Social Media Train Your Crew
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Price of Free Social Networks
1. Conversion leaks
2. Investing time in technology
3. Unsupported technology
4. Interoperability
5. Workflow management
6. Storage
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Shortcomings of Facebook
Source: On the Record…Online Podcast
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Blogs/Podcasts
Pure SocialNetworks
Content SocialNetworks
Monitoring
Microblogging
Social Media
Discoverability and Amplification
SEO
Websites
New Media
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Social Media Training is Job Security
Source: 2009 Digital Readiness Report
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www.SocialMediaBootCamp.com
Source: Social Media Training Calendar
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Coming 2011
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• Strategy
• Training
• Implementation
Online Communications Clients
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Eric Schwartzman
(310) 463-4026 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
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