Chicago Social Media Training Day 2 Oct 2009

transcript

New Media PR Boot Camp – Day Two

Instructor: @EricSchwartzman

Chicago, Oct. 16, 2009

Day Two

Media & Democracy

Living Breathing Mediascape

111,122 Facebook Supporters as of July 13, 2009

Living, Breathing Mediascape: Flickr Photo Stream

3500+ Photos Uploaded in first 5 Days vs.

1207 During the Same Period Last Year

Living, Breathing Mediascape: Twitter Stream

Reactions of the Blogosphere to Iranian Elections

Living, Breathing Mediascape: Radian6

Prediction: Fourth Estate’s Fortunes Have Waned

Prediction: Living Mediascape

Prediction: Electronic Paper

Prediction: Social News Filter

Digg vs. Other Media

Source: Compete.com

Prediction: Growth of Social Networking

World Map of Social Networks

Source: Vinco’s Blog

Prediction: Google Combines Services

Prediction: Privacy Levels

16Source: NY Times

Prediction: News Wars

Prediction: Social Graph

Prediction: Fact Stripping Robots

Deconstructing the News Release

Search Engine Optimizing Blogs

Search Engine Optimization

Secret Formula

Objective

Leverage Content to Content to Generate

Transactions

Optimization vs. Marketing

SEMSEM

Acting Like a Publisher

Editorial and dAdvertising Content

Content

First Rule of Search Engine Optimization

Citation Indexing

Case Study: Organic Blog Optimization

Case Study: Inbound Links

Case Study: Tracking Inbounds

Case Study: Search Results

Case: Fewer Inbounds, Higher Rank?

Case Study: Evaluating Inbounds

Citation Indexing

SEOed Site

SEOed Press

Release

Landing Page

News Hit

Blog Hit

Online Newsroom

Three Steps to Measuring Blogger Influence

Source: Coca-Cola Conversation

Step 1: Inbound Links

37Source: Yahoo! Site Explorer

Step 2: Site Rank

38Source: Alexa

Step 3: Conversation Starters

Source: Blogpulse Conversation Tracker

Additional Measurement Resources

40Source: Social Mention

Additional Measurement Resources

Brief and Concise

Writing for Search

Wit, irony, humor and style

Clever titles and headlines

Search engine technologists vs. marketing experts

AP – Headlines 40 characters or less

For People For Search

Section: “Real Estate” Section: “Homes”

S “S ” S “ f l ”Section: “Scene” Section: “Lifestyle”

Section: “Taste” Section: “Food”

Headline: “Unsafe sex: Has Jacob Zuma’s rape trial hit South Africa’s war on AIDS?”

Headline: “Zuma testimony sparks HIV fear”hit South Africa s war on AIDS?

Headline: “Tulsa star: The life and career of much-loved 1960’s singer”

Headline: “Obituary: Gene Pitney

Headline: “It’s Chemistry Over Pedigree as Gators Roll to First Title”

Headline: “Gators Cap Run with First Title”

Keyword Discovery

Understanding Google Trends: Demand

Search Trends

47Source: Google Trends

Obama Effect?

Examining Global Challenges by Region

Search Trends – Popular Language

50Source: America.gov

Additional Search Volume Resources

Keyword Discovery: Related Searches

Keyword Discovery: Wonder Wheel

Defining Global Challenges

Keyword Discovery: External Keyword Tool

Quantity vs. Quality

Intro to Meta Data

Finding Meta Data

Title Tags

1. Title Tag in Web Page HTML (View > Source in a Browser)

2. Title Tag in Browser Title Bar

3. Title Tag in Search Results

Generic Title Tags

Meta Page Descriptions

1. Meta Description in Web Page HTML (View > Source in a Browser)

2. Meta Page Description in Search Results

Why Meta Descriptions Matter

Source: Eyetrack 3

Dynamic Meta Page Descriptions

Spying through Meta Keywords

Spying through Keywords Density Analysis

1. Check for Title Tags

2. Check for Meta Page Descriptions

3. Check for Dynamic Meta Content

4. Check for Summary Blurbs

5. Search Press Release Headlines

Search Friendly Newsroom HTML

PDFs and Search

Flash and Search

Live Demo: Site Meter

Live Demo: FeedBurner

Live Demo: Tagging Blog Posts

Live Demo: Email Subscription Widget

Live Demo: Custom Tag Cloud Widget

Live Demo: Social Bookmarking Widget

Live Demo: Blogging a YouTube Clip

Live Demo: Livening Up Your Blog

Respecting Usability

• Ease of use• Ease of use

• Clarity and brevity

• Easy to readEasy to read

• Can’t consume what you can’t find

• On intranet’s, usability impacts worker productivity, y p p y

• 10% of design budget on usability will double site’s results

Jakob Nielsen

Online Audio and Video

podcast

webcastdownload

Podcasts

Podcasts Defined

Types of Podcasts:

•Repurposed Electronic Media

•Print MSM Extensions

O i i ll P d d•Originally Produced

Global Podcast Audience

Wave.3 Universal McCann Study 2008 [PDF]

Global Podcast Audience Growth

Finding Podcasts through Show Notes

iTunes Podcatcher

Distributing Through iTunes

RSS 2.0 with Enclosures

Podcast in iTunes

Who is Podcasting: Case Study

Wh i P d ti ?Who is Podcasting?

Case Study: LA Opera – B to C

Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers b i i di b hi d th l k i t by giving audiences a rare, behind the scene look into one the world’s leading opera companies.

Strategy: Told through the perspective of the director of the ’ l t t d ti fil th l ti hi company’s latest production, profile the relationships

between the incomparable creative talents collaborating and the production process.

R lt LA O i th ld’ fi t t Results: LA Opera is the world’s first opera company to experiment with podcasting. Placido Domingo, Anna Netrebko and Rolando Villazon will all be featured in the first episodes. Featured in NY Times, LA Times and Hollywood p , yReporter.

Case Study: APM Music

Case Study: Starbucks

Podcast Production

Development and Production

Should you podcast?Should you podcast?

Selecting the subject matter

Finding your voice view

Intros and outros

Music options: Podsafe & APM view

Search engine optimization view

Show notes view

A word on copyright view

Podcast Production

• Recording live interviews

• Recording phone interviews

• Editing

• ID3 tagging

Levelator

ID3 Tagging

Audio & Video Syndication

RSS enabling podcasts

Blogging podcasts

Promoting RSS feeds

Measuring your impact

Putting podcasts in perspective

Implementation Recommendations

Integrate Flash Streaming

Use Flash Streaming Strategically

Consider Offering a “Best of Episode”

Promoting Podcasts: Signature Blocks

Promotion Podcasts: Email Marketing

Promoting Podcasts: PNRs

Promoting Podcasts: SEOed Press Release

Promoting Podcasts: Industry Awards

Online Video: Reach and Frequency

• Americans Viewed a Record 16.8 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube.

• Average U.S. Viewer Watched 6.4 Hours of Online Video During the Month.

119source: comScore

Online Video: Audience by Brand

Source: Nielsen Online [PDF]

Source: On the Record…Online

Direct to Consumers

Online Video: Marie Digby

Blog Response: Marie Digby

Blog Comments: Marie Digby

Online Video: Internal Communications

Naked Conversations

“Formality suppresses dialogue; informality it F l ti d encourages it. Formal conversations and

presentations leave little room for debate. They suggest that everything is scripted and gg y g ppredetermined. Informal dialogue is open. It invites questions, encourages spontaneity and critical thinking Informality gets the truth out It critical thinking...Informality gets the truth out. It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create b kth h “breakthroughs.“

-Larry Bossidy, CEO, Honeywell

Online Video: Internal/External Communications

Video in Online News Rooms

Shooting Video: Streaming Gear

Shooting Video: Flip

Shooting Video: HD Portable Gear

Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700

Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere

Shooting Video: High-End – Canon XL H1S

Video Editing Software – Windows Movie Maker

Video Editing Software – Mac iMovie

Centralized Online Video Distribution

Content Strategy: Live Online Broadcasting

Audio and Video Recap

• Deliver on the needs of an underserved audience

• Give listeners something they can’t get else where

• Relationship-based communications

• May not be well suited for breaking newsy g

• News content vs. feature content

• More controlled/one-way channel• More controlled/one way channel

• Credibility and third-party validation

• Efficiency by leverage existing assets• Efficiency by leverage existing assets

• Unscripted and authentic

P d t l

• Podcast news releases

Social Bookmarking

Favorites use Title Tags

Social Bookmarking

Benefits of Sharing

1. Access favorites from anywhere

2. Share your favorites publicly

3. Use popular opinion to find info onlinep p p

Live Demo: Social Bookmarking

1. Create Delicious account

2. Log ing

3. Post URL

4. Save

5. Search popular tagsp p g

Live Demo: Social Search Monitoring

1. Query Delicious

2. Add Resulting RSS Feeds to Google Rearder

Live Demo: Questions

1. Yahoo! Answers

2 Li k di Q ti2. Linkedin Questions

3. Facebook Status

4. Twitter

User Ratings

Social News Site: Digg

Social Bookmarking: Digg

Social Networking

Image by: Luc Legay

Social Networking for External Communciations

• Market research

How to videos• How to videos

• D.I.Y. videos

• Promote events

• Solicit donations• Solicit donations

• Find influentials

• Build affinity groups

• Be community minded, not sales minded

Global Social Networking Penetration

Global Social Networking by Brand

Source: Vinco’s Blog

US Social Networking by Brand

Facebook 78%•Facebook 78%

•MySpace 42%•MySpace 42%

•Linkedin 17%•Linkedin 17%

•Twitter 10%•Twitter 10%

Source: http://www.consumerinternetbarometer.us/

Global Social Networking Usage

Facebook by the Numbers

• 12x growth since opening to nonstudents in Sept. 2006

• 20m minutes spent in March 2008• 20m minutes spent in March 2008

• 6.4b minutes spent prior year

• Between 30m and 35m users

• Microsoft paid $240m for 1.6%, $15b Microsoft paid $240m for 1.6%, $15b value

• $145m ad revenue in 2007

• MySpace had $510m in ad revenue in 20072007

• $0.15 CPM vs. $13 CPM at Yahoo!

Fortune Magazine May 26 2008

Fortune Magazine, May 26, 2008

Source: Inside Facebook

Social Networking: Facebook

Social Networking: Custom URLs

Social Networking: Facebook Company Pages

Case Study: Virginia Tech Massacre

160Virginia Tech Social Media Crisis Communications Research Podcast

Social Networking: MySpace

Back End Front End

Social Networking: Linked In

Social Networking: Linked In Groups

Social Networking: White Label Platforms

Social Networking: White Label PRSA Tech Site

Social Networking Client

PSNH Case Study: Process Detail

New Media Case Study: PCNH

Organizational CommunicationsCommunications

Online NewsroomTwitter YouTube & Flickr

News Media ConstituentsC t News Media ConstituentsCustomerService

Help Yourself

Eric Schwartzman

(310) 463-4026 Phone

ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]

schwartzmanpr.com Website

ontherecordpodcast.com Podcastp

spinfluencer.com Blog

ericschwartzman Friendfeed

@ericschwartzman Twitter

facebook.com/ericschwartzman Facebook/

Copyright applies to this document some rights reserved This work is licensed under a Creative Commons

Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0

Chicago Social Media Training Day 2 Oct 2009

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