Chicago Social Media Training Day 2 Oct 2009

1,054 views
985 views

Published on

This is the day two deck from the New Media and Social Media Boot Camp I taught in Chicago for PRSA.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,054
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
22
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Chicago Social Media Training Day 2 Oct 2009

  1. 1. New Media PR Boot Camp – Day Two Instructor: @EricSchwartzman Chicago, Oct. 16, 2009 Day Two
  2. 2. Media & Democracy 2
  3. 3. Living Breathing Mediascape 111,122 Facebook Supporters as of July 13, 2009 3
  4. 4. Living, Breathing Mediascape: Flickr Photo Stream 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 4
  5. 5. Living, Breathing Mediascape: Twitter Stream 5
  6. 6. Reactions of the Blogosphere to Iranian Elections 6
  7. 7. Living, Breathing Mediascape: Radian6 7
  8. 8. Prediction: Fourth Estate’s Fortunes Have Waned 8
  9. 9. Prediction: Living Mediascape 9
  10. 10. Prediction: Electronic Paper 10
  11. 11. Prediction: Social News Filter 11
  12. 12. Digg vs. Other Media Source: Compete.com 12
  13. 13. Prediction: Growth of Social Networking 13
  14. 14. World Map of Social Networks Source: Vinco’s Blog 14
  15. 15. Prediction: Google Combines Services 15
  16. 16. Prediction: Privacy Levels Source: NY Times 16
  17. 17. Prediction: News Wars 17
  18. 18. Prediction: Social Graph 18
  19. 19. Prediction: Fact Stripping Robots 19
  20. 20. Deconstructing the News Release 20
  21. 21. Search Engine Optimizing Blogs 21
  22. 22. Search Engine Optimization 22
  23. 23. Secret Formula 23
  24. 24. Objective Leverage Content to Generate Transactions 24
  25. 25. Optimization vs. Marketing SEM SEO 25
  26. 26. Acting Like a Publisher Editorial and Advertising d Content 26
  27. 27. First Rule of Search Engine Optimization 27
  28. 28. Citation Indexing 28
  29. 29. Case Study: Organic Blog Optimization 29
  30. 30. Case Study: Inbound Links 30
  31. 31. Case Study: Tracking Inbounds 31
  32. 32. Case Study: Search Results 32
  33. 33. Case: Fewer Inbounds, Higher Rank? 33
  34. 34. Case Study: Evaluating Inbounds 34
  35. 35. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 35
  36. 36. Three Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 36
  37. 37. Step 1: Inbound Links Source: Yahoo! Site Explorer 37
  38. 38. Step 2: Site Rank Source: Alexa 38
  39. 39. Step 3: Conversation Starters Source: Blogpulse Conversation Tracker 39
  40. 40. Additional Measurement Resources 40 Source: Social Mention
  41. 41. Additional Measurement Resources 41
  42. 42. Brief and Concise 42
  43. 43. 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” Section: “Scene” S “S ” Section: “Lifestyle” S “ f l ” Section: “Taste” Section: “Food” Headline: “Unsafe sex: Has Jacob Zuma’s rape trial Headline: “Zuma testimony sparks HIV fear” hit South Africa’s war on AIDS?” Africa s AIDS? Headline: “Tulsa star: The life and career of much- Headline: “Obituary: Gene Pitney loved 1960’s singer” Headline: “It’s Chemistry Over Pedigree as Gators Headline: “Gators Cap Run with First Title” Roll to First Title” 43
  44. 44. Keyword Discovery 44
  45. 45. Understanding Google Trends: Demand 45
  46. 46. Understanding Google Trends: Demand 46
  47. 47. Search Trends Source: Google Trends 47
  48. 48. Obama Effect? 48
  49. 49. Examining Global Challenges by Region 49
  50. 50. Search Trends – Popular Language Source: America.gov 50
  51. 51. Additional Search Volume Resources 51
  52. 52. Keyword Discovery: Related Searches 52
  53. 53. Keyword Discovery: Wonder Wheel 53
  54. 54. Defining Global Challenges 54
  55. 55. Keyword Discovery: External Keyword Tool 55
  56. 56. Quantity vs. Quality 56
  57. 57. Intro to Meta Data 57
  58. 58. Finding Meta Data 58
  59. 59. 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 59
  60. 60. Generic Title Tags 60
  61. 61. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 61
  62. 62. Why Meta Descriptions Matter Source: Eyetrack 3 k 62
  63. 63. Dynamic Meta Page Descriptions 63
  64. 64. Spying through Meta Keywords 64
  65. 65. Spying through Keywords Density Analysis 65
  66. 66. 1. Check for Title Tags 66
  67. 67. 2. Check for Meta Page Descriptions 67
  68. 68. 3. Check for Dynamic Meta Content 68
  69. 69. 4. Check for Summary Blurbs 69
  70. 70. 5. Search Press Release Headlines 70
  71. 71. Search Friendly Newsroom HTML 71
  72. 72. PDFs and Search 72
  73. 73. Flash and Search 73
  74. 74. Live Demo: Site Meter 74
  75. 75. Live Demo: FeedBurner 75
  76. 76. Live Demo: Tagging Blog Posts 76
  77. 77. Live Demo: Email Subscription Widget 77
  78. 78. Live Demo: Custom Tag Cloud Widget 78
  79. 79. Live Demo: Social Bookmarking Widget 79
  80. 80. Live Demo: Blogging a YouTube Clip 80
  81. 81. Live Demo: Livening Up Your Blog 81
  82. 82. Live Demo: Livening Up Your Blog 82
  83. 83. Live Demo: Livening Up Your Blog 83
  84. 84. Live Demo: Livening Up Your Blog 84
  85. 85. Respecting Usability • Ease of use • Clarity and brevity • Easy 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 85
  86. 86. Online Audio and Video podcast download webcast 86
  87. 87. Podcasts 87
  88. 88. Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally P d O i i ll Produced d 88
  89. 89. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 89
  90. 90. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 90
  91. 91. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 91
  92. 92. Finding Podcasts through Show Notes 92
  93. 93. iTunes Podcatcher 93
  94. 94. Distributing Through iTunes 94
  95. 95. RSS 2.0 with Enclosures 95
  96. 96. Podcast in iTunes 96
  97. 97. Who is Podcasting: Case Study Who i P d Wh is Podcasting? ti ? 97
  98. 98. Case Study: LA Opera – B to C Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers by i i b giving audiences a rare, behind the scene look into one di b hi d th l ki t the world’s leading opera companies. Strategy: Told through the perspective of the director of the company’s latest production, profile the relationships ’ l t t d ti fil th l ti hi between the incomparable creative talents collaborating and the production process. Results: LA Opera is the world’s first opera company to R lt O i th ld’ fi t t 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 , y Reporter. 98
  99. 99. Case Study: APM Music 99
  100. 100. Case Study: APM Music 100
  101. 101. Case Study: APM Music 101
  102. 102. Case Study: APM Music 102
  103. 103. Case Study: Starbucks 103
  104. 104. Case Study: Starbucks 104
  105. 105. Podcast Production 105
  106. 106. Podcast Production 106
  107. 107. Podcast Production 107
  108. 108. Podcast Production 108
  109. 109. Development and Production 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 109
  110. 110. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 110
  111. 111. ID3 Tagging 111
  112. 112. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 112
  113. 113. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 113
  114. 114. Promoting Podcasts: Signature Blocks 114
  115. 115. Promotion Podcasts: Email Marketing 115
  116. 116. Promoting Podcasts: PNRs 116
  117. 117. Promoting Podcasts: SEOed Press Release 117
  118. 118. Promoting Podcasts: Industry Awards 118
  119. 119. 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. source: comScore 119
  120. 120. Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 120
  121. 121. Direct to Consumers 121
  122. 122. Online Video: Marie Digby 122
  123. 123. Online Video: Marie Digby 123
  124. 124. Online Video: Marie Digby 124
  125. 125. Blog Response: Marie Digby 125
  126. 126. Blog Comments: Marie Digby 126
  127. 127. Online Video: Internal Communications 127
  128. 128. Naked Conversations “Formality suppresses dialogue; informality encourages it Formal conversations and it. F l ti d presentations leave little room for debate. They suggest that everything is scripted and gg y g p predetermined. Informal dialogue is open. It invites questions, encourages spontaneity and critical thinking...Informality gets the truth out. It thinking Informality out surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughs.“ b kth h “ -Larry Bossidy, CEO, Honeywell 128
  129. 129. Online Video: Internal/External Communications 129
  130. 130. Video in Online News Rooms 130
  131. 131. Shooting Video: Streaming Gear 131
  132. 132. Shooting Video: Flip 132
  133. 133. Shooting Video: HD Portable Gear Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere 133
  134. 134. Shooting Video: High-End – Canon XL H1S 134
  135. 135. Video Editing Software – Windows Movie Maker 135
  136. 136. Video Editing Software – Mac iMovie 136
  137. 137. Centralized Online Video Distribution 137
  138. 138. Content Strategy: Live Online Broadcasting 138
  139. 139. 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 news y g • News content vs. feature content • More controlled/one-way channel controlled/one way • Credibility and third-party validation • Efficiency by leverage existing assets • Unscripted and authentic •P d Podcast news releases t l 139
  140. 140. Social Bookmarking 140
  141. 141. Favorites use Title Tags 141
  142. 142. Social Bookmarking 142
  143. 143. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online p p p 143
  144. 144. Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in g 3. Post URL 4. Save 5. Search popular tags p p g 144
  145. 145. Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 145
  146. 146. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Q 2 Li k di Questions ti 3. Facebook Status 4. Twitter 146
  147. 147. User Ratings 147
  148. 148. Social News Site: Digg 148
  149. 149. Social Bookmarking: Digg 149
  150. 150. Social Networking Image by: Luc Legay 150
  151. 151. Social Networking for External Communciations • Market research • How to videos • D.I.Y. videos • Promote events • Solicit donations • Find influentials • Build affinity groups • Be community minded, not sales minded y , 151
  152. 152. Global Social Networking Penetration 152
  153. 153. Global Social Networking by Brand Source: Vinco’s Blog 153
  154. 154. US Social Networking by Brand • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 154
  155. 155. Global Social Networking Usage 155
  156. 156. Facebook by the Numbers • 12x growth since opening to nonstudents in Sept. 2006 • 20m minutes spent in March 2008 • 6.4b minutes spent prior year • Between 30m and 35m users • Microsoft paid $240m for 1.6%, $15b value • $145m ad revenue in 2007 • MySpace had $510m in ad revenue in 2007 • $0.15 CPM vs. $13 CPM at Yahoo! Fortune Magazine May 26, 2008 Magazine, 26 Source: Inside Facebook 156
  157. 157. Social Networking: Facebook 157
  158. 158. Social Networking: Custom URLs 158
  159. 159. Social Networking: Facebook Company Pages 159
  160. 160. Case Study: Virginia Tech Massacre Virginia Tech Social Media Crisis Communications Research Podcast 160
  161. 161. Social Networking: MySpace Back End Front End 161
  162. 162. Social Networking: Linked In 162
  163. 163. Social Networking: Linked In Groups 163
  164. 164. Social Networking: White Label Platforms 164
  165. 165. Social Networking: White Label PRSA Tech Site 165
  166. 166. Social Networking Client 166
  167. 167. PSNH Case Study: Process Detail 167
  168. 168. New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer C t News Media Constituents Service 168
  169. 169. Help Yourself 169
  170. 170. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com [ ] p [ ] Email schwartzmanpr.com Website ontherecordpodcast.com p Podcast 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 reserved. Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 170

×