Professional Documents
Culture Documents
SOCIAL WEB
WORKSHOP
P.R.& Crisis Communication
Series A Level 1 (2008 edition)
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Some material is duplicated from course to course. So foundation information that is relevant to PR - such as ʻwhat
is a blogʼ may also be relevant to Marketing. However each course invariably has different case studies, as the
way that Public Relations uses social media tools is different than Marketing, which in turn is different from Cus-
tomer Service and Technical Support.
Other Courseware
I have presented many courses over many industry sectors, so intend to gradually in the next few months migrate
my courseware into a format that can be printed by other trainers, online. Some of the current courses/workshops
that I present and have content for include;
•Social Web Workshop: Monetization & Revenue - revenue streams for online communities.
•Social Web Workshop: Enterprise 2.0 - social tools behind the firewall - collaboration & knowledge sharing
•Social Web Workshop: for H.R. and Recruitment Workshop - on how social networks changes the paradigm
•Social Web Workshop: Travel and Tourism Workshop - course on strategies for large group & niche travel
•Social Web Workshop: The Social Media Marketing Campaign - 5 stages of a social media marketing campaign
•Social Web Workshop: The Social Media Audit - search and discover conversations on the ʻnet
•Social Web Workshop: Measurements and Metrics - workshop on how to measure social media
•Social Web Workshop: Small, Medium Size Business - workshop on using free tools for SMBs
In addition, I have case studies and material specific for Social Web Workshops specific for Film and Television,
Finance and Accountants, Law, Medical, Telecommunications and so on. Please enquire.
About Copyright
This work is under a creative commons license so donʼt be evil (attribute me, and ask me before you hack it up).
Iʼm pretty flexible, email me if you need something, never hurts to ask. Contact; +61432684992 (0432684992) or
laurel@laurelpapworth.com for information, licensing or exemptions. If you purchase the printed courseware
through any of the official sites, then that license applies. Donations gratefully accepted http://laurelpapworth.com
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Thanks to
Public Relations Institute of Australia (PRIA) for giving me opportunities to present my concepts and public rela-
tions stories in Australia and to UK and worldwide (via video) conferences. Thank you also to various Singapore
Government organisations such as Mindef (Defence) and MDA (Media Development Authority) for being such en-
thusiastic participants in my social media and PR/Marketing courses. I learnt a lot from teaching!
On Twitter, thanks to
Special mentions to Trevor Cook of Corporate Engagement, who escaped Twitter and is now a PR fugitive - twugi-
tive? Shel Israel@shelisrael and Robert Scoble @scobleizer for their world changing book, Naked Conversations
- I count myself lucky to include Shel Israel as a friend across oceans yet seems to be only a few pixels away.
Finally, thankyou to my partner and co-conspirator and editor, @garyphayes. All the errors are his!
Lastly
I donʼt know if anyone will find my courseware useful. If you do, please let me know or make a donation at my
website. Students can share questions and answers at http://socialwebforum.org. The courseware wonʼt stand on
itʼs own without a trainer - use a good one! Additional material (recommended sites, case studies) are available for
trainers to download at http://laurelpapworth.com or http://socialwebforum.org
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TABLE OF CONTENTS
Content Networks
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Content Portal Diagram
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Blogs
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Blog Case Studies
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Wikis
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Wiki Case Studies
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Distribution Networks
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Ripple Effect Diagram
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Facebook
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Facebook Case Studies
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RSS Syndicating Information
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RSS Case Studies
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Widgets & Snippets
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Widget Case Studies
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Social Bookmarking
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Bookmarking Case Studies
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Social Tagging
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Social Tagging Case Studies
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Conversation Networks
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Twitter
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Twitter Case Studies
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Forums
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Forums Case Studies
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Virtual Worlds & Serious Games
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Virtual Worlds Case Studies
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Lists & Links
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Social Media
Content Networks
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FInally
While you control the content, the additional tools tell a viewer whether to bother or not. Learn the analytics. Content
sites have poor built in audiences - unlike Facebook with friends lists - so use embed and RSS and other distribution
tools as much as possible to seed you content from the content portal to distribution sites.
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Blogs
This section covers blogs and how they are used by PR practitio-
ners to communicate with the public.
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FInally,
If you have content such as reports, powerpoint slides, videos of HowTos and the CEO presenting their vision, consider a mul-
timedia blog. Easy to update, you can engage directly with consumers through comments and avoid dependence on main-
stream media.
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Wikis
This section covers wikis and how they are used by PR practitio-
ners to communicate with the public.
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FInally,
Using crowdsourcing or “collective intelligence” may lead to faster raising of awareness and distribution of time critical informa-
tion during a crisis. It is the responsibility of communications professionals to collate and verify this information.
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YOUR NOTES
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Social Media
Distribution Networks
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FInally,
Creating content is not enough - listening and responding, promoting relationships and being engaged is a fundamen-
tal change from broadcast channels. Understand that the absence of a relationship with social media circles creates a
void that will be filled by content that may harm you. Yet building Trust and Reputation through engagement would go
a long way to mitigate erroneous information. Not all bloggers are created equal, learn who has a voice, and how to
get corrections, updates and apologies out in a meaningful way.
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Facebook
This section covers how to use Facebook as both a social net-
work operating system and as a business communication tool.
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FInally,
Facebook is used by members to connect to each other in a time of crisis, to find out news of family at risk at a distance, to
gain verified information from society leaders and to share community rituals and events around a situation. Applications such
as ClipIn give donation and fundraising tools to everyone and may impact Not For Profit sector.
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FInally,
RSS breaks the internet up so that people can receive your latest headlines on their Facebook page, My Yahoo! an RSS
reader, email, in their browser and so on. Itʼs all about feed subscriber numbers, not site visits or unique visitors now.
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FInally,
Widgets allow customers to show brand loyalty and add value to the visitors to their blog or Facebook page by adding your
information. During times of crisis, having a widget ready will see a large uptake in that widget.
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Social Bookmarking
This chapter covers filtering and favouriting sites and sharing
them across the social networks.
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Notes
Laurel Papworth
Many major newspapers are adding social book-
mark buttons to their sites to add readers who wish
to share the article with friends using other re-
sources than simply printing or emailing a link.
Most of the sites on the right offer analytics - so you
can see how many times your information has been
saved as a bookmark, sent to others, rated with 1 to
5 stars, listed on popular leaderboard lists, and gain
rankings in niche communities.
Remember you donʼt need to visit every site - you
can pull in an RSS feed (see earlier section) and
monitor the communication that way!
FInally,
Remember, some of these sites are not just for bookmarking but develop their own communities. Leaders may
promote your bookmarked item to hundreds of thousands of others, if you fit in to their community.
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Social Tagging
This chapter covers how we name content on social media sites
and categorize our conversations.
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Exercise
• Class - Split into groups. Take one keyword each. Rock, Blue, Water. Now create more keywords based on
your one keyword.
FInally,
Keep an eye on tagging sites to see how your brand material is being tagged. Implement tag clouds so that people
can navigate the site based on metadata. Check tag clouds to see what keywords are strong, and which ones
weak.
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YOUR NOTES
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Social Media
Conversation Networks
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Twitter
This section covers Twitter as an instant (synchronous) communi-
cation tool, some software to use with it and itʼs role in news.
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FInally,
Try to use Twitter to show a human face (tell your story), make sure you link to other interesting, humorous or educational
articles/blogs as well as your own. Respond openly to questions with @name. Following many, with few following back, looks
like spam.
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Forums
This section covers forums and how they are used by consumers
to raise awareness of issues around brands and organisations.
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FInally,
Once you have established clear behaviour sociability features in your forum, they need a lighter hand than other tools. In fact
the host should not insert as much content as they would in say, a blog.
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FInally,
Virtual worlds provide a better educational system, more engaging entertainment media, creative and innovative collaborative
spaces than traditional web solutions. By investing time and research into virtual worlds and serious games, companies have a
better idea about true engagement and interaction beyond viral videos and email newsletters. This is a growth area and using
virtual tools broadens a companies ability to respond to
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