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Social Media and New Media Workshop (FSI) PY363 - Day 1

The document outlines a workshop on new media and social media hosted by the Foreign Service Institute, detailing the curriculum and topics such as mainstream media training, the evolution of media, and the importance of digital communication strategies. It highlights the increasing credibility of user-generated media and the significance of transparency and authenticity in building trust with the public. Additionally, it emphasizes the role of government agencies in effectively utilizing online platforms for communication and engagement.

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New Media and Social Media Workshop Foreign Service Institute – 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
Housekeeping • Breaks and Lunch • Cell Phones • Introductory Course • Technical Problems • Curriculum • Handouts are Digital • Twitter Hashtag #sm@state • Spam Email Account • Web Browsers 2
News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 3
Message Map Overarching Message Supporting Messages Data Points 4
Mainstream Media Training 5
Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 6
Mass Media Addict Newspapers Television Media Relations Magazines Radio 7
Junket Junkie 8
Controlled Communications 9
Conforming to News Cycles Photo by Olivander 10
News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 11
Scoring Ink 12
Illusion of Control 13
White Light Experience 14
Evolution of Media 15
Web Gave Life to New Media Websites Email SEO 16
New Media as Mass Media Photo by Adulau 17
Control through Stridence 18
Journalists Relying on Company Websites Source: PR Week 19
Email Blasts 20
New Media Driving Purchasing Decisions 1 2 3 Source: Universal McCann 21
Search Gets Social Source: Wikipedia 22
Page Rank is the New PR 23
Links as Third-Party Endorsements 24
Social Web Arrives Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks 25
Web Gets Easy 26
Marketing with Convenience • Ease of use • Content’s claim to the crown • User experience and reputation • Flash, PDFs, UI, Navigation • Ease of Use and Adoption Photo by Spackletoe Evolution of Customer Experience 27
Convenience Online search filter review share Source: Sit or Squat 28
User Experience is Conversation Social Search User Ratings on Comments 29
What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 30
Higher Power Whopper Big Mac Subway 31
Citizen Journalism 32
No Secrets 33
90 Million Photo Journalists Source: Twitpic 34
For Immediate Discovery • Search is immediate • Blogging is immediate • Shorter patience thresholds • Sharing is nice • Anticipate and respond Photo by Juandazeng 35
Web Surpasses Mainstream Media Channels Source: Pew Internet 36
Analog Dollars to Digital Pennies Source: Newspaper Association of America 37
Press Pool Evaporates Source: Papercuts 38
Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 39
Social Media Surge Source: Friendfeed 40
Social Media Explosion Source: namechk 41
Social Media Identity Theft Source: namechk 42
Conversations are Media Source: 2009 Edelman Trust Barometer 43
Conversations are Intimate Source: Universal McCann 44
Conversations have Demographics Generation Gap Source: Forrester Research 45
Conversations are Aggregated Google Reader 46
Conversations Shape Reputation Rep u t at ion Source: Shel Holtz Mainstream News Media 47
News is Frequent Updating 48
Conversations Empower Consumers 49
Trustworthies Source: 2009 Edelman Trust Barometer 50
Trust in Government Source: 2009 Edelman Trust Barometer 51
NGOs Most Trusted Source: 2009 Edelman Trust Barometer 52
Benefit of Leveraging Channels Source: 2009 Edelman Trust Barometer 53
Lack of Trust Triggers Desire for Government Regulation Source: 2009 Edelman Trust Barometer 54
Government is Responsible for Solving Global Issues Source: 2009 Edelman Trust Barometer 55
ROI of Trust Source: 2009 Edelman Trust Barometer 56
Gaining Public Trust Source: 2009 Edelman Trust Barometer 57
Who Says You Can’t Blog Source: Monsanto Blog 58
Unfiltered Conversation 59
Messaging through Sneeze Posts Source: Monsanto Blog 60
Your Domain has Credibility Source: UCLA Online Newsroom 61
Domain Links Build Credibility Source: Toyota Online Newsroom 62
Participatory PR 63
Go Where the People Are 64
Inviting them to your Domain to Socialize 65
Aligning with Back Channels 66
Debunking Misinformation 67
Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 68
Just Say No Photo by Periodico LaDemocaracia 69
Conversations are Addictive Photo by Why Not Studios 70
Price of Free 1. Conversion leaks 2. Investing time in technology 3. Unsupported technology 4. Interoperability 5. Workflow management 6. Storage 71
Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer 72
Innovation is Risky Source: iPressroom 73
New Media Train Everyone 74
Surrender to the Conversation 75
Afternoon Break 76
Filling Your Own News Hole 77
Transparency and Authenticity 78
Customer Service Rep as Spokesperson 79
Unintended Consequences 80
Retention Training Manual Leaked 81
Coping with an Online Crisis: Comcast 82
Direct to Consumers 83
Getting through the Filter 84
Revolution Rant Eisner Aristocrat Revolutionary Lassiter 85
Share My Experience Source: On the Record…Online Podcast 86
Recap  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 Source: 2009 Edelman Trust Barometer 87
Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks Pure Social Networks Social Media 88
New Media Priorities of Government Agencies 89
Websites and Online Newsrooms 90
Or This: 91
Website is the Center Point 92
Organizing Your Web Presence First 1. Your website is the most credible source 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. 93
Media Relations Resource 94
Media Relations Resource: RSS by Category 95
Media Relations Resource: Category Email Alerts 96
Media Relations Resource: CAPTCHA Codes 97
Media Relations Resource : PR Contacts View 98
Media Relations Resource: Sub Headlines 99
External and Internal Communications Resource 100