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Eric Schwartzman: Monday, February 8, 2010 | 1:26 PM
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In this podcast, Rashmi Sinha, CEO of SlideShare talks about lead generation, user ratings, B2B social networking, making sharing beneficial to community members and encouraging meaningful discourse by discouraging anonymity.
These show notes are more complete and narrative than in the past. I am currently writing a book with Paul Gillin on B2B social media engagement, and will be incorporating insights from this podcast.
There seems to be a great deal of interest in understanding how B2C might differ from B2B social media engagement. Paul and I are working to articulate the distinctions. This is one of many B2B oriented podcast interviews I will be releasing over the next few weeks. Expect a few guest hosted episodes by Paul as well.
Also, with the release of this podcast, comes our first audience survey. Please take the listener survey today.
SHOW NOTES 00:47 -- Rashmi Sinha's previous appearance on the Supernova Podcast, hosted by Christopher Carfi on Blog Talk Radio, where much of the discussion focused on object-oriented social networking, and what makes these types of services different from more popular social networking sites like Twitter, Facebook and MySpace. 01:15 -- As in the real world, and particularly in a business-to-business context, interaction is usually focused around a particular activity, like a meeting, convention or demonstration. Popular social networks like Facebook and Twitter, when interaction is not focused around a specific activity, are sometimes awkward because there is no construct for that experience in the real world, where exchanges are organized around actions. 02:07 -- SlideShare branded channels, a new area of the site which allow organizations to establish a custom, micro-site with their own look and feel inside the service, so they can engage with the broader SlideShare community. Microsoft and Adobe have established their own branded channels, as has the White House and the Pew Research Center's Internet and American Life Project. As part of the launch, SlideShares new branded channels are now open to other organizations and brands by request, which at the time of this podcast can made be submitting a form within that section of the website. 03:09 -- The majority of SlideShare's community members are business decision-makers. Community members use the service mostly in a business context, since the social network is designed to host, share and promote discussion around PowerPoint presentations, which are used mostly in business to help make a point. As a result, SlideShare is primarily a business-to-business social network. On Feb. 6, 2010, just days after SlidShare's branded channels launch, there were 11 featured business channels, 2 featured education channels, 4 featured nonprofit channels and 1 featured event channel. 03:54 -- The Slideshare Virtualization Channel, a new, curated channel put together by the B2B social networking service is one of many they intend to add over the coming months, to provide organizations with an opportunity to associate their product, brand or service with premium content appealing to a specific business audience segment by way of a sponsorship. 04:49 -- According to Rashmi, Facebook is a personal social network that has been edging towards business. Twitter is a social network that has always had a mix of personal and business applications. And Linkedin is a social network that is completely professional, with no room at all for personal interactions. She calls SlideShare a social network occupying the space between Facebook and Twitter. She acknowledges that SlideShare is very business oriented, but says that because it is such a visually oriented network where the most popular presentations usually incorporate a great deal of personality and flair, the service is conducive to interactions that are more personal than on Linkedin. 05:49 -- SlideShare may be business-to-business, but the service's real strength is its ability to promote business with personality. For example, on SlideShare's homepage, the presentations that tend to rank high, combine a great deal of personality with their subject matter, rather than more dry, reference-type presentations, which may be packed with relevant, useful content, but are often suffer from dense copy block, too few images and no real visual punch. 07:12 -- From a user-interface standpoint, there should be no difference between a B2C and B2B social networks, according to Rashmi. She reminds us that as is true in all forms of social media, ease of use drives adoption. And popular social networking sites like Facebook and Twitter are benchmarks for just how easy a social networking service needs to be to lure members. We have become accustomed to interacting with others online in a certain way, and if a B2B social network is going to be successful, it should be as user-friendly as popular online social media. 08:21 -- Connecting with perspective business customers in hopes of generating leads is the dominant behavior on SlideShare and Rashmi says her B2B social network is built around that purpose. Presentations are used to pitch products, brands and services. They support more extended, in-depth explanations. Display ads may work to entice you to click and go somewhere, but they can't walk you through the types of explanations that are typical of more complex products and services. It is the explanation that determines the length of a company's sales cycle. At this point, presentations are a good consultative sales tool, since they make it easier for marketers to incorporate the various business processes, case studies and best practices decision-makers like to appraise when evaluating business products that could be incorporated into a company's everyday processes. 10:17 -- Currently, from a measurement standpoint, Slideshare reports the number of views, embeds, favorites, comments and downloads. In the future, the company plans to report referrals as well and offer more in-depth reporting capabilities. 11:29 -- People upload their presentations on the site not just to share them with their existing business partners, but to get in front of other members they may not know, but who may have a need for their products and services. As is the case with popular networking services, if you see other members there who you want to connect with, it encourages you to join. So the network effect is just as important in a business-to-business social networking environment, as it is on Facebook and Twitter. For business-to-business marketers, niche networks may also have additional value by aggregating a more targeted, premium audience. 12:20 -- Rashmi reveals the typical pattern by which SlideShare embed codes wind up getting used to display member presentations. First, members tend to embed their presentations on their own sites Then they tweet it out or share it on Facebook. Next, people who find them on SlideShare may embed those presentations on other sites. The owner of the presentation tends to embed it only on their own side. But if it's good content it just takes off. Slide share offers numerous ways to syndicate presentations. But the quality of the presentation, as determined by the SlideShare community, determines how broadly it permeates online. In some ways, this makes it impossible to game SlideShare to generate leads. "Your content has to be good," says Rashmi. "We provide the tools for sharing, but if your content is getting distributed everywhere, it's because your content is good." 14:31 -- In a business to business social networking environment, the absence of spam is a key component of getting people to comment. The quality of conversation must be high. "People have higher standards for B2B sites than on B2C sites. They don't want to put up a professional conversation in a place where they might encounter trolls," says Rashmi. She also points out that not all comments about SlideShare content occur on her company's site. Those conversations can and do take place on Facebook, Twitter and Linkedin as well. 15:42 -- In contrast to the SAP Community Network (featured in a previous episode of this podcast about B2B social networks), SlideShare manages their community by hosting a forum for discourse, with ease-of-use as a core focus. 16:28 -- Rashmi estimates that while only about 20% of the presentations posted on SlideShare get comments, 60% of all presentations draw either comments, embeds, favorites or downloads. 16:55 -- Rashmi Sinha has mixed feelings about user ratings as a feature, so SlideShare opted not support that option. She references a Sept. 22, 2009 YouTube blog post which reveals that site users, generally, are more inclined to grant YouTube videos five stars than any other rating. In some cases, if they really dislike a video, they'll give it one star. But people seldom rate videos two, three or four stars. On the blog Social Commerce Today, a Jan. 21, 2010 post titled "YouTube & The Death of User Ratings" by Paul Marsden offers the following interpretation:
"Psychologically, it's far less taxing on the brain to give feedback in simple binary like\dislike form, and binary feedback is arguably easier to turn into a useful format to inform choices. And culturally, binary feedback is less open to cultural bias, as anyone who has done a balanced scorecard review will know. Americans overrate, Germans under rate." Marsden argues that when it comes to online social networking, like\dislike ratings are more valuable than star ratings. He prefers to, "... leave ratings to professional reviewers -- it's what they're trained to do...."
As a side note, this opinion is in stark contrast to Mark Yoltan's, who says that on the SAP Community Network, a business to business social network recognized as one of the most successful in the world, user ratings actually improve our performance, because poor user ratings in a public environment serve as a wake up call to either improve the product or encourage those who like it to rate it highly. Perhaps this is more a function of just how important what I'm rating is to me. Could it be the more professionally relevant what I'm rating is, the more willing I am to invest the time to give it a star rating? Any thoughts on this out there? As far as Rashmi is concerned, she choose the simple favorite button as the best practice for drawing in members to rate presentations. But perhaps most important is the fact favorites and comments drive presentation downloads. "When you have a lots of favorites that means that you are showing up on the screens of people across the site, because if I favorite your present station, your presentation will show up in my area of the site. So you get a lot more distribution when you get favorite and commented upon," says Rashmi. 18:19 -- Tech-oriented content is the dominant subject-matter on Slideshare. 20:09 -- And it's the visually attractive and provocative presentations tend to draw the most downloads on Slideshare. Shift Happens is a presentation uploaded by Jeff Brenman three years ago is a great example of the type pf presentation that tends to do well on SlideShare. As of Feb. 6, 2010 it had been viewed 901,425 times, received 258 comments, 2237 favorites, 79,092 downloads and more than 10,000 views on various sites where the presentation has been embedded.
Rashmi Sinha says high quality presentations that are long and rely on dense copy block with fewer images tend to draw less attention, even though they may be packed with great information. the premise supports the notion that good media is quite different from good research. The former promises quick insights, while the latter arrives at a perspective by covering all aspects of a rational process, but requires a more significant time investment.
As a side note, this argument reminds me of Steve Rubel's 2009 interview with Shel Holtz and Neville Hobson of For Immediate Release: the Hobson and Holtz Report, in which Steve said that as a result of he is looking to shorter, more abbreviated media formats to connect with broader audiences, suggesting infographics as a format he is interested in experimenting more with. From a sociological standpoint, filtering information through one's online social network seems apt to promote the rise of pithy, sensationalist content, as EPIC 2014 predicted. 23:08 -- Rashmi Sinha has learned a great deal about what it takes from a legal perspective to protect intellectual property rights in a B2B social networking environment. SlideShare does receive Digital Millennium Copyright Act (DMCA) complaints, but they are very infrequent. From the beginning the service has sought to encourage responsible sharing of content. Presentations on SlidShare are much more popular when they're downloadable, and content owners have the option of whether or not to make their presentations downloadable when they post them. "Overall, we've put in the hook for people to benefit from sharing their content and set up a positive loop so that if you go and share your content, you are getting rewarded from it. Which means that often, the person sharing the content is the creator of the content or has the copyright," says Rashmi. 24:09 -- When people share under their true identity, which is predominantly the case on SlideShare, and it would follow would be the case in most business-to-business social networking environments where lead generation is an primary objective, people are less likely to violate copyrights then they may be in environment where participants can achieve their goals anonymously. In a social network where people use their real identity, you get much more responsible actions and much greater respect for copyright. 24:53 -- The biggest misconception people have about B2Bs social networks is that the ease-of-use, functionality and usability standards for them can somehow be less than what they are in popular B2C social networking sites. People have a certain way of using the web, and they want the same ease-of-use and they get from a B2B social network as they get from a B2C social network. 25:51 -- Currently, Rashmi says the "white paper download" is the dominant paradigm for online B2B marketing. But she also it's really a broken paradign. Because you forfeit your e-mail address and contact information before you know whether or not the content is worthwhile. SlideShare solves this problem by adding a layer of social networking. Most favorites and commented content, rises to the top, making it easier to find and more likely it's worthwhile. And you don't have to relinquish your e-mail address either. Rashmi calls the SlideShare approach more permission-based, rather than interruption-based, which business buyers are more resistant to.
28:11 -- End
BONUS CONTENT
How to Generate Leads on SlideShare: Spinfluencer Blog
RECOMMENDED EPISODES
Twitter Strategy: Humanizing Brands and Building Loyalty with Shel Israel
B2B Social Networks: Driving Commerce with Imperfection and Surrender
Social Media Investor Relations Special with former SEC Attorneys
ABOUT THE PODCASTER
@EricSchwartzman provides online communication training, strategy and governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage. His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies. Schwartzman is currently co-authoring a book on business-to-business social media communications with Paul Gillin, to be published by Wiley in Fall 2010. He is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US through PRSA. Since 2005, he has been producing the weekly, award-winning public relations podcast “On the Record…Online” (@ontherecord) about how technology is changing the way organizations communicate, the official podcast of the PRSA International Conference for the past three consecutive years.
On the Record…Online is the Official PR Podcast of the 2010 PRSA International Conference. Subscribe via RSS or follow us on Twitter @ontherecord.
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Eric Schwartzman: Wednesday, February 3, 2010 | 3:22 PM
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Of all the guests I've had, I'm particularly excited about this one, who last appeared on this podcast in a joint interview with Robert Scoble. One of the best books I read in 2009 was " Twitterville" by Shel Israel ( @shelisrael). I found it so riveting and packed with useful information, that I simply couldn't read it without a highlighter in hand.
If you like this podcast, you'll love this book. For a preview, listen to this in-depth, one-on-one discussion with Shel Israel about how organizations can use social media to sustain customer loyalty when things go wrong, human interaction as a replacement for the false image branding often conveys and the future prospects of Twitter as a company and a service.
SHOW NOTES
01:30 -- Shel Israel agrees to let Eric Schwartzman publish his "Twitterville" book notes, the author's feelings about the book and whether the title sells it short. 04:45 -- At big organizations, employees are often encouraged to stay in their lane. From an operational standpoint, how does someone like Frank Eliason of @ComcastCares get the cable repair truck to show up on time, or get modifications made to someone's cable bill? Achieving buy in for social media customer service programs enterprise wide. 09:37 -- A discussion of the Motrin Moms backlash on Twitter prompted by Jessica Gottlieb in response to a commercial she found to be insensitive, and whether or not organizations are sometimes too quick to capitulate and rollover in response to customer protests, regardless of whether or not they believe the protests are reasonable.
13:06 -- The herd or pack mentality often pervasive when and where people congregate online, how it relates to individual and organizational behavior and what Motrin's real failure was in how they dealt with the #motrinmoms incident.
14:47 -- Frank Rose's article in Wired Magazine titled " Commercial Break" about the consumer generated advertising campaign for Chevy Tahoe, which is often hailed among social media pundits as a case study for what not to do, but which actually resulted in increased sales, market share and shorter sales cycles. Note: Frank Rose has been featured in a previous episode of this podcast.
19:17 -- Why and how the way organizations like @WholeFoods and @Starbucks approach to Twitter is more in line with the Land of Oz than with reinforcing and underscoring a commitment to transparency and authenticity.
22:31 -- Branding as a creative, false image that companies manufacturer to try to convince you that their products, brands, and services are something they're not, and how Twitter presents organizations with an opportunity to replace that model with a more authentic, legitimate experience based on human interaction.
25:08 -- Identifying the friction between subjective and objective Tweets, and whether or not some sort of distinction between the two could suggest a practical, reasonable governance policy for organizations that are on the fence about whether to Tweet under branded or individual accounts.
27:45 -- If organization's embrace a Twitter strategy that encourages employees to use their individual accounts, how can those organizations preserve the relationships employees establish on their behalf after they exit the company?
29:07 -- Shel Israel's experience working withThe MCI, which at the time was engaged in an aggressive telemarketing campaign, to explain why the effectiveness of organizational communications cannot be measured by raw data alone, and the notion that social media may, for the first time, present organizations with a more fiscally-responsible channel for expanding marketshare.
32:18 -- Customer service as the new PR and solving problems via social media in full view of everyone.
33:00 -- A discussion of how automaker Toyota has set up and organized their twitter presence under a branded, logo account @Toyota but with the employees tweeting on the companies that have listed in the sidebar are custom background JPEG. 34:29 -- Using Andrew Sinkov who tweets @evernote and Apple Computer as a backdrop, a discussion about the importance of good conversation versus product performance.
35:31 -- While superior product performance and qualified employees may render social media less important, sustaining customer loyalty when things break is going to be much more difficult for opaque, secretive organizations that have no goodwill in the online community.
38:08 -- The future prospects for Twitter as a company, micro-blogging as a communications channel and concerns about twitter as a single point of failure.
42:45 -- Shel Israel's new book, about the software company SAP, which he is co-writing with Mark Yoltan, SVP of the SAP community network. Note: Thanks to Shel, Mark Yolton to has been featured in a previous episode of this podcast on B2B Social Networking.
45:56 -- End
BONUS CONTENT:
RECOMMENDED EPISODES:
ABOUT THE PODCASTER
@EricSchwartzman provides online communication training, strategy and governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage. His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies. Schwartzman is currently co-authoring a book on business-to-business social media communications with Paul Gillin, to be published by Wiley in Fall 2010. He is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the Social Media Boot Camp and the Social Media Master Class, which are offered monthly in the US through PRSA. Since 2005, he has been producing the weekly, award-winning public relations podcast “On the Record…Online” ( @ontherecord) about how technology is changing the way organizations communicate, the official podcast of the PRSA International Conference for the past three consecutive years.
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Eric Schwartzman: Tuesday, February 2, 2010 | 11:16 AM
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Considering launching a B2B social networking site for your organization?
You've come to the right place.
In this podcast, Mark Yolton, Sr. V.P. of SAP Community Network tells you almost everything you need to know about what it takes to launch a successful B2B social network.
The SAP Community Network -- a B2B social networking initiative nearly 2,000,000 members strong and growing at a monthly pace of 30,000 new members spanning 200 countries and territories worldwide -- has been recognized by the Altimeter Group and SiteIQ as one of the most successful business-to-business social networking sites in the world.
Yoltan reveals SAP's winning B2B online social networking formula that has resulted in 6000 posts per day, 1 million unique visitors per month and 200,000 contributions by celebrating imperfection, profiting from surrender, improving product performance through user ratings and building deeper professional relationships through personal interactions.
This interview will be incorporated in a book I am writing with Paul Gillin on business-to-business social media engagement. If you are aware of other instances or case studies involving the successful use of social media for business-to-business online communications, please leave a comment here. We are interested in interviewing others with experience deploying social media communications channels for measurable business gain. Paul blogged a draft outline of our book, to be published by Wiley later this year, under the working title Social Marketing and the Business Customer.
I'm particularly excited about this interview, and want to extend my thanks to Shel Israel for helping to arrange it. This podcast also marks a new chapter in the show's format. We have a new main title, a new closing title and a new sponsor. Looking forward to your feedback on these tweaks.
SHOW NOTES
01:42 -- Using a social network to deliver value to different stakeholder groups including customers, partners, the sponsoring company and individuals.
03:54 -- Building brand loyalty through social networks and more compelling business benefits of sponsoring a social network.
04:20 -- Why customer-to-customer communications is a significant benefit of social networks for business-to-business applications and the key to stimulating peer-to-peer activity.
06:34 -- How to determine what type of information is appropriate for sharing within a B2B social network without compromising the sponsoring company's competitive edge.
08:42 -- Why a corporate social media policy tailored to the sophistication of the employee base is a critical component of effective business-to-business social networking. SAP has published their Forum Rules of Engagement and Blog/Community Guidelines.
11:21 -- Using a wiki to include employees in the development of a corporate social media policy.
12:24 -- The strategic criteria by which SAP decided between establishing a branded B2B social networking community versus a public B2B social networking community. Note: While SAP used their own software, branded communities can also be built using tools such as Ning, while public communities are commonly hosted on Web 2.0 sites like Facebook, Twitter and Linkedin.
15:35 -- Deepening business relationships through Twitter, Facebook, Flickr and B2B social networks as adjunct to a core, branded, B2B social networking site.
16:25 -- The advantages of branded communities over Facebook, Twitter or LinkedIn and which companies are not candidates for managing their own branded, B2B social networking community.
19:04 -- The types of roles or job functions within the organization and generations predisposed to participating in a social networking B2B environment.
21:10 -- How to decide which sections of a B2B social networking site should be public, and which areas should be private.
24:33 -- Conducting edge work through mentors, who are nominated by the community and do not work for SAP. The use of exclusive access and private areas to seed information within the community through influential community members.
28:38 -- How active contributors benefit from participating in the SAP B2B social networking site through lead generation and reputation management.
30:28 -- The business benefits of relinquishing control of the conversation to your customers and exactly what it takes to drive active discussion amongst customers, resellers, partners, and other channel sales participants in a social networking B2B environment.
32:06 -- The intangible benefits of online social networking to B2B online social networking community members.
36:33 -- The use of friends or contacts in an online social network to filter important, relevant information through recommendations.
37:58 -- Staffing requirements for managing, weeding and farming B2B social networking sites.
40:29 -- Using star ratings and user reviews inside B2B social networking site to promote sales and improve product performance.
41:25 -- The specific skills that make for on exceptional B2B social networking community manager.
44:41 -- The relationship between a B2B social networking site community manager's willingness to reveal at least some aspects of their personal lives with their business colleagues, their effectiveness at shepherding conversations within a social networking B2B environment and why imperfections and human flaws are essential to driving conversations.
45:39 -- The use of Facebook, Twitter and object-oriented social networking sites to deepen personal relationships, which are sustained primarily in a branded, B2B social networking environment.
47:06 -- The relationship between user ratings and product sales within a B2B social networking site, why perfect ratings are not usually good for sales and how low ratings can be used to improve product performance.
50:03 -- Integrating proprietary and open source software to power a B2B social network initiative and dealing with potential tension between open-source platforms and licensed proprietary software.
55:39 -- End
BONUS CONTENT:
RECOMMENDED EPISODES:
ABOUT THE PODCASTER
@EricSchwartzman provides online communication training, strategy and governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage. His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies. Schwartzman is currently co-authoring a book on business-to-business social media communications with Paul Gillin, to be published by Wiley in Fall 2010. He is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the New Media and Social Media PR Boot Camp and the New Media and Social Media PR Master Class, which are offered monthly in the US through PRSA. Since 2005, he has been producing the weekly, award-winning public relations podcast “On the Record…Online” ( @ontherecord) about how technology is changing the way organizations communicate, the official podcast of the PRSA International Conference for the past three consecutive years.
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Eric Schwartzman: Friday, January 29, 2010 | 12:29 PM
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Rob Key, CEO and founder of Converseon talks about becoming a listening organization, social CRM and mining actionable business intelligence from online conversations at the 2009 PRSA International Conference in San Diego.
01:09 -- Listening to social media through conversation mining, and working with clients from a management consulting perspective to help them reorganize their operations to take advantage of actual customer feedback collected on the web.
02:10 -- Changing the marketing and public relations model to recognize how social media is causing organizations to integrate all areas of the company into the conversation.
02:44 -- The delineation between conversation mining and news media or social media monitoring or raw pipes versus versus intent modeling, sentiment and geo-data.
04:31 -- The different types of listening solutions organizations use and how the very based on the specific needs of the customer.
05:08 -- Translating raw data into meaningful business intelligence through Converseon's proprietary listening platform.
06:20 -- How to become a listening organization for sustainable business advantage.
07:08 -- The three components of listening: what yo what the was thoroughly legal service infusing the value of social across the entire enterprise for sustainable differentiation, securing the right technology listening platform.
NOTE: According to Key, HP has says that listening integrated into customer service has saved them $10 million in call center costs, and P&G says that through social media and listening, over 50% of its innovation is coming from outside of the company.
09:01 --Using work flow software with pre-configured rules to manage the distribution of information mind on social networks to the appropriate departments within the organization through social media analytics software.
10:02 -- The benefits of capturing outcomes from a legal perspective so that legal and regulatory compliance are satisfied.
11:01 -- The importance of securing a persistence listening platform to support ongoing conversation mining throughout the enterprise.
12:17 --The organizational and business change components required to ensure discoveries and insights surfaced through listening are delivered to the appropriate departments to increase customer satisfaction and improve performance.
13:01 -- Work flow integration with CRM tools and social media training.
14:14 -- importing existing measurement from legacy systems to preserve prior findings through platform migration.
15:00 -- The real challenge of listening from a technology perspective, capturing conversations and cleansing content for relevance.
15:51 -- The seven layer hierarchical pyramid of data: Raw Data, Cleansed Data, Baseline Analytics, Black Box Analytics, Human Analysis, Internal Customer Data Integrated with External Data (social CRM), and Business Intelligence.
21:01 -- Whether or not businesses can use social graphs to determine the importance of conversations and participants.
22:02 -- Why influence and sentiment need to happen at a customer and a vertical business level.
24:24 -- Determining the social impact of US Pres. Barack Obama this Cairo speech on global issues, Hezbollah's defeat in Lebanon and the electoral protests in Iran.
27:07 -- How the Obama administration is evaluating and applying the merits of conversation mining to achieve its broad objectives.
27:36 -- Implicit the importance of explicit, metaphor, neologism, images, dialects in conversation mining, and qualifying conversation participants by the choice of term they employ.
30:17 -- Key responds to a comment made by Mark Wiener in a previous episode, in which he said computers can't tell the difference between I love Toyota and I love anything but Toyota.
30:42 -- Why we are still 10 years away from accurate artificial intelligence, why humans are an essential part of listening and why you should beware of any listening provider that claims 90% accuracy.
33:55 -- End
RECOMMENDED EPISODES:
ABOUT THE PODCASTER
@EricSchwartzman provides online communication training, strategy and governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage. His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies. Schwartzman is currently co-authoring a book on business-to-business social media communications with Paul Gillin, to be published by Wiley in Fall 2010. He is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the New Media and Social Media PR Boot Camp and the New Media and Social Media PR Master Class, which are offered monthly in the US through PRSA. Since 2005, he has been producing the weekly, award-winning public relations podcast “On the Record…Online” ( @ontherecord) about how technology is changing the way organizations communicate, the official podcast of the PRSA International Conference for the past three consecutive years.
On the Record…Online is the Official PR Podcast of the 2009 PRSA International Conference. Subscribe via RSS or follow us on Twitter @ontherecord and get them as soon as they’re released.
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Eric Schwartzman: Saturday, January 23, 2010 | 7:22 AM
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Mike Smith ( @smittypa) of Mike Smith Public Affairs talks about his work on the Obama Campaign and the months leading up to US presidential election at 2009 PRSA international Conference in San Diego.
01:01 -- How citizen journalism and viral communications worked to advance the Obama Campaign. A discussion of the boot camps which were held by the Obama campaign to energize the base, communciate the message and the campaign trail from Iowa to Virginia.
O2: 07 -- His experience canvassing door-to-door in freezing cold weather in Iowa. The single biggest lesson this 27-year-old public relations person learned from the campaign and the importance of putting the voter first.
02:56 -- Sacrificing the niceties of PR and creating bonds with voters based on a working knowledge of each voter's background.
03:29 -- Rather than focus on communicating directly with everyone, the Obama campaign's strategy, which identified and focused on the influencers within their communities, and leveraged their support to achieve broader outreach.
04:33 -- Why the Iowa caucus is so significant in US presidential elections.
06:14 -- How the Obama campaign was able to attract and organize so many volunteers, and why the Des Moines Register was more important than The New York Times.
07:24 -- Working with field organizers and how the Obama strategy focused on getting college students back from Christmas break in time to vote.
08:24 -- Fifty million in one month was an all time record for fund-raising on the Internet, and since it came from mostly $100 donations, the campaigns populist message was drawn from the micro-payments story.
Special video excerpt from this audio podcast interview with Mike Smith
09:26 -- The role of Blue State Digital and the Web team on the Obama Campaign, and how they mobilized the enthusiasm of their social media followers.
10:16 -- Learning to Tweet from Craig Newmark (featured in a previous episode of this podcast) and integrating Twitter into the Obama Campaign.
11:04 -- Craig Newmark's advice on determining who to follow, and a little know fact about Craig's political allegiance.
13:13 -- Self-identification on social networks with respect to political affiliations and whether or not that is or is not a good idea from a professional standpoint for public relations and public affairs practitioner.
14:05 -- Determining how and when to disclose one's political preferences in an online social environment. Where does my life end and the corporate life begin?
15:11 -- Wrestling with how much disclosure and transparency is appropriate on the Internet with social networking tools.
RECOMMENDED EPISODES:
ABOUT THE PODCASTER
@EricSchwartzman provides online communication training, strategy and governance to public relations, public affairs, corporate communications and marketing specialists. He has extensive experience integrating emerging information technologies into organizational communications programs through public speaking, hands-on training seminars, consulting and the development of corporate policies on social media usage. His clients have included Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, the United States Marine Corps and many small to medium-sized companies and agencies. Schwartzman is currently co-authoring a book on business-to-business social media communications with Paul Gillin, to be published by Wiley in Fall 2010. He is the instructor behind PRSA’s top-rated social media and emerging treads training seminars, the New Media and Social Media PR Boot Camp and the New Media and Social Media PR Master Class, which are offered monthly in the US through PRSA. Since 2005, he has been producing the weekly, award-winning public relations podcast “On the Record…Online” (@ontherecord) about how technology is changing the way organizations communicate, the official podcast of the PRSA International Conference for the past three consecutive years.
On the Record…Online is the Official PR Podcast of the 2009 PRSA International Conference. Subscribe via RSS or follow us on Twitter@ontherecord and get them as soon as they’re released.
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