Eric Schwartzman

PRSA Tar Heel Chapter Annual Conference

High Point University

Sept. 10, 2009

Your Gateway to Online Audiences

Social Media Training

“Surrender to the Conversation”

How a News Media Junkie Found Solace

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0

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• What it was like

• What happened

• How it is now

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Star Wars 30th Anniversary

Salt Lake Olympics

Academy Awards

Britney Spears

Pussycat Dolls

Media Relations Addict

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Control Freak

Data Points

Overarching Message

Supporting Messages

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Media Training Official Spokespersons

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Stakeholder Groups

Public Affairs

CustomerRelations

Investor Relations

Labor Relations

Community Relations

Industry Relations

Media Relations

Analyst Relations

Public Relations

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Media Relations

News Media Addict

Television Magazines

Radio

Newspapers

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Junket Junkie

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Anti-Social Communications

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News 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

New

spap

ers

New

s Rad

io

TV N

ews

Wor

ld W

ide

Web

199

2

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Web Gave Life to New Media

Email

SEO

Websites

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New Media as Mass Media

Photo by Adulau

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Control through Stridence

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Fax and Email

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They Were Googling Me

Source: PR Week

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New Media Drives Purchasing Decisions

Source: Universal McCann

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3

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Clicks Instead of Clips

Source: Wikipedia

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From Push to Pull

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Stakeholder Relations through Search

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New Media Got Social

Microblogging

Email

SEO

Blogs/PodcastsContent Social

Networks

Websites

Pure SocialNetworks

Monitoring

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Web Got Easy

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Photo by Spackletoe

Convenience Marketing

• 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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Getting through the Filter with Convenience Apps

Source: Sit or Squat

search reviewfilter share

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User Experience is 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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Consumer Generated Photo Journalists

Source: Twitpic

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Web Surpasses Mainstream Media Channels

Source: Pew Internet

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Analog Dollars to Digital Pennies

Source: Newspaper Association of America

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Press Pool Evaporates

Source: Papercuts

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For Immediate Discovery

• Old methods stopped working

• Fewer news media opps to place

• Social media was immediate

• Shorter patience thresholds

• New level of expectations

• Reputations defined by conversations

Photo by Juandazeng

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Social Cyber Squatting

Source: namechk

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Conversations Became Media

Source: 2009 Edelman Trust Barometer

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Trustworthies

Source: 2009 Edelman Trust Barometer

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Intimate Media

Source: Universal McCann

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Now I Practice Edgework

Source: Cobalt123

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Socialization

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Participatory PR

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Toyota.com

Source: Toyota Online Newsroom

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Toyota.com

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Toyota.com

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Toyota.com

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Toyota.com

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Toyota.com

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Data Visualization in Online NewsroomsHealtheBay.org

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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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Publish Instead of Pitch

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Rethink the Photo Opp

Photo by Leo Reynolds

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National News

Influencers

Regional News

Local News

Trade Press

Target Audience

Fool’s Game

Bloggers Podcasters

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Photo by Periodico LaDemocaracia

Just Say No to Shotgun Distribution Tactics

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Price of Free

1. Conversion leaks

2. Investing time in technology

3. Unsupported technology

4. Interoperability

5. Workflow management

6. Storage

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New Media Train Everyone

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Natives vs. Immigrants

Generation Gap

Source: Forrester Research

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Blogs/Podcasts

Pure SocialNetworks

Content SocialNetworks

Monitoring

Microblogging

Social Media

Discoverability and Amplification

Email

SEO

Websites

New Media

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Conversations Happen in Real Time

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Rep

uta

tion

Mainstream News Media

Conversations Shape Opinions

Source: Shel Holtz

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Carry the Message

Source: On the Record…Online Podcast

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Carry the Message

Source: 2009 Digital Readiness Report

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Share my Knowledge

New Media Strategy:

New Media Training:

New Media Communications:

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Share my Experience

• Online Communications Training

• Online Communications Strategy

• Online Communications Campaigns

Source: Social Media Training Calendar

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Social Media Training

(310) 463-4026 Phone

ericbennettschwartzman[at]gmail[dot]com Email

schwartzmanpr.com Website

ontherecordpodcast.com Podcast

facebook.com/ericschwartzman Facebook

ericschwartzman Friendfeed

@ericschwartzman Twitter

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