Day Two Deck From My New Media PR Boot Camp in Orlando on May 29, 2009

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    Day Two Deck From My New Media PR Boot Camp in Orlando on May 29, 2009 - Presentation Transcript

    1. New Media PR Boot Camp – Day Two Orlando – May 29, 2009 DAY TWO -- Instructor: Eric Schwartzman
    2. Search Engine Optimizing Blogs 2
    3. Search Engine Optimization 3
    4. Secret Formula 4
    5. Objective Leverage Content to Generate Transactions 5
    6. Optimization vs. Marketing SEM SEO 6
    7. Acting Like a Publisher Editorial and Advertising Content 7
    8. First Rule of Search Engine Optimization 8
    9. Citation Indexing 9
    10. Case Study: Organic Blog Optimization 10
    11. Case Study: Inbound Links 11
    12. Case Study: Tracking Inbounds 12
    13. Case Study: Search Results 13
    14. Case: Fewer Inbounds, Higher Rank? 14
    15. Case Study: Evaluating Inbounds 15
    16. Three Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 16
    17. Step 1: Yahoo Site Explorer Source: Yahoo! Site Explorer 17
    18. Step 2: Technorati Source: Technorati 18
    19. Step 3: BlogPulse Conversation Tracker Source: Blogpulse Conversation Tracker 19
    20. Additional Measurement Resources 20
    21. Additional Measurement Resources Market Trends 21
    22. Brief and Concise 22
    23. 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” Section: “Lifestyle” 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?” 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” 23
    24. Keyword Discovery 24
    25. Understanding Google Trends: Demand 25
    26. Search Trends 26
    27. Popular Language 27
    28. Trellian Free Global Service 28
    29. Wordtracker Free Global Service 29
    30. Keyword Discovery: External Keyword Tool 30
    31. Quantity vs. Quality 31
    32. Intro to Meta Data 32
    33. Finding Meta Data 33
    34. 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 34
    35. Generic Title Tags 35
    36. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 36
    37. Why Meta Descriptions Matter Source: Eyetrack 3 37
    38. Dynamic Meta Page Descriptions 38
    39. Spying through Meta Keywords 39
    40. Spying through Keywords Density Analysis 40
    41. 1. Check for Title Tags 41
    42. 2. Check for Meta Page Descriptions 42
    43. 3. Check for Dynamic Meta Content 43
    44. 4. Check for Summary Blurbs 44
    45. 5. Search Press Release Headlines 45
    46. Search Friendly Newsroom HTML 46
    47. Press Release SEO 1) Research keywords 2) Use keywords in headline, subheadline and first 250 words 3) Use a link shortener to link keywords to an SEOed landing page on your website 4) Use an original title tag and meta page description 5) Send pitches to relevant journalists and bloggers 6) Clear a free or paid newswire, if possible 7) Social bookmark pick-ups and news coverage 8) Monitor and analyze traffic and inbound referrals 47
    48. Press Release SEO: Step One Search the keyword you think may be applicable and examine the meta keywords of the top 5 results. 48
    49. Press Release SEO: Step Two If some of the keywords in the meta keywords field seem relevant, repeat step one with those newer keywords. And try running the top listed sites through Google’s External Keyword tool. If new keywords surface that seem relevant, repeat step one. 49
    50. Press Release SEO: Step Three Go to Google Trends or Insights and see which of the keywords you’re experimenting with has the most search volume. Test like terms against each other to which ones are most popular. 50
    51. Press Release SEO: Step Four Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo! Site Explorer. Look to see if they are drawing rank from inbounds to their sites from high profile domains, or from .edu or .gov domains. 51
    52. Press Release SEO: Step Five Also in Yahoo Site Explorer, evaluate whether or not you think you can collect more inbounds for your press release. Ask yourself, “Is my press release more relevant than the websites currently coming up first when I search my intended keywords?” 52
    53. Press Release SEO: Step Six Narrow down your list to three keywords, picking one high volume term, one medium volume term and one low volume. If you’re choosing effective keywords, the lower the search volume, the greater the likelihood of conversions against those searches will be. 53
    54. Press Release SEO: Step Seven Use your keywords in the copy of your press release. Use them, if possible, in the headline, sub-headline and at least the first 250 words of the release, but strive for readability over repetition. If it reads like you’re keyword stuffing, you’ve overdone it. 54
    55. Press Release SEO: Step Eight Link at least one instance of each of your three keywords to the web page your trying to search engine optimize. This will a separate page from the actual press release itself, and should also be optimized for the same keywords. It cannot be duplicate content. It must be different, even if only slightly so. Hyperlink the keywords and a trackable link shortening service like www.bit.ly so you can see how many times they keywords get clicked, and whether or not people were referred to your target web page from your press release, which could wind getting picked and posted to other websites. 55
    56. Press Release SEO: Step Nine Write an original title tag and meta page description striving to tease readers to click on it if it shows up on search engine page results. Give them to your webmaster for use when posting the release online. You need to SEO the webpage you’re optimizing as well. 56
    57. Press Release SEO: File the Newswires 1. http://www.prweb.com 2. http://www.prleap.com 3. http://i-newswire.com 4. http://www.webwire.com 5. http://www.pressbox.co.uk 6. http://www.24-7pressrelease.com 7. http://www.clickpress.com 8. http://www.przoom.com 9. http://www.pr.com 10. http://www.marketwire.com 11. http://www.prnewswire.com 12. http://www.businesswire.com Source: Online Marketing Blog 57
    58. Press Release SEO: Free Newswires Search Engine Friendly The winners, inbound links with anchor-text: http://www.free-news-release.com/ http://www.freepressreleases.co.uk/ http://www.i-newswire.com/ http://www.prleap.com/ Losers, no inbound links if you don’t pay: http://express-press-release.com http://www.free-press-release.com http://www.prfree.com/ Site Readability Ease of Use Winners: Winners (direct submission): http://www.click2newsites.com/ http://www.prweb.com/ http://www.free-news-release.com/ http://www.prleap.com/ http://www.i-newswire.com/ http://www.pressbox.co.uk/ Losers http://www.free-news-release.com/ Losers: http://www.free-press-release.com http://www.pr9.net/ <-require different account registration for different company http://www.prfree.com/ press submission. Source: Cheng Soon 58
    59. PDFs and Search 59
    60. Flash and Search 60
    61. Live Demo: Site Meter 61
    62. Live Demo: FeedBurner 62
    63. Live Demo: Tagging Blog Posts 63
    64. Live Demo: Email Subscription Widget 64
    65. Live Demo: Custom Tag Cloud Widget 65
    66. Live Demo: Social Bookmarking Widget 66
    67. Live Demo: Blogging a YouTube Clip 67
    68. Live Demo: Livening Up Your Blog 68
    69. Live Demo: Livening Up Your Blog 69
    70. Live Demo: Livening Up Your Blog 70
    71. Live Demo: Livening Up Your Blog 71
    72. 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 • 10% of design budget on usability will double site’s results Jakob Nielsen 72
    73. Online Audio and Video podcast download webcast 73
    74. Podcasts 74
    75. Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 75
    76. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 76
    77. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 77
    78. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 78
    79. Finding Podcasts through Show Notes 79
    80. iTunes Podcatcher 80
    81. Distributing Through iTunes 81
    82. RSS 2.0 with Enclosures 82
    83. Podcast in iTunes 83
    84. Who is Podcasting: Case Study Who is Podcasting? 84
    85. Case Study: IBM Podcasts: Employees as Evangelists 85
    86. 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 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 company’s latest production, profile the relationships between the incomparable creative talents collaborating and the production process. 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 Reporter. 86
    87. Case Study: APM Music 87
    88. Case Study: APM Music 88
    89. Case Study: APM Music 89
    90. Case Study: APM Music 90
    91. Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 91
    92. Case Study: Starbucks 92
    93. Case Study: Starbucks 93
    94. Podcast Production 94
    95. Podcast Production 95
    96. Podcast Production 96
    97. Podcast Production 97
    98. 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 98
    99. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 99
    100. ID3 Tagging 100
    101. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 101
    102. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 102
    103. Promoting Podcasts: Signature Blocks 103
    104. Promotion Podcasts: Email Marketing 104
    105. Promoting Podcasts: PNRs 105
    106. Promoting Podcasts: SEOed Press Release 106
    107. Promoting Podcasts: Industry Awards 107
    108. Podcasting Insights • 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 • News content vs. feature content • More controlled/one-way channel • Credibility and third-party validation • Efficiency by leverage existing assets • Unscripted and authentic • Podcast news releases 108
    109. Online Video: Size of Audience In November 2007 nearly 9.4 billion video clips were viewed online by 138 million Americans (a 29% gain from Jan. 2007) 109
    110. Online Video: Audience by Brand April 2008 110
    111. Online Video: Marie Digby 111
    112. Online Video: Marie Digby 112
    113. Online Video: Marie Digby 113
    114. Blog Response: Marie Digby 114
    115. Blog Comments: Marie Digby 115
    116. Viral Video Case Study: Chevy Tahoe 116
    117. Viral Video Case Study: Chevy Tahoe • 629,000 visitors to the site by the time of the contest • 25% of all SUV sales, out selling Ford by 2 to 1 • 46 day sales cycles, down from 120 days 117
    118. Online Video: Internal Communications 118
    119. Online Video: Internal/External Communications 119
    120. Video in Online News Rooms 120
    121. Social Bookmarking 121
    122. Favorites use Title Tags 122
    123. Social Bookmarking 123
    124. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 124
    125. Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 125
    126. Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 126
    127. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 127
    128. User Ratings 128
    129. Social News Site: Digg 129
    130. Social Bookmarking: Digg 130
    131. Social Networking Image by: Luc Legay 131
    132. Global Social Networking Penetration 132
    133. Global Social Networking Penetration Growth 133
    134. Corporate Social Networking Adoption 134
    135. Global Social Networking Brand 135
    136. Social Networking – Usage Trends 136
    137. Social Networking: Major US Communities • MySpace • Facebook • Linkedin 137
    138. Social Networking: MySpace 138
    139. Social Networking: Facebook 139
    140. 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 140
    141. Case Study: HSBC 141
    142. Social Networking: Linked In 142
    143. Social Networking: Linked In Groups 143
    144. Social Networking: Niche Nets 144
    145. Social Networking: Niche Nets 145
    146. Social Networking: Niche Nets 146
    147. Social Networking: White Label Platforms 147
    148. Social Networking: White Label Platforms 148
    149. Social Networking: White Label PRSA Tech Site 149
    150. Social Networking Aggregators 150
    151. Social Networking Aggregators 151
    152. Social Networking Mash-Ups 152
    153. Social Networking for PR • Market research • How to videos • D.I.Y. videos • Promote events • Solicit donations • Find influentials • Build affinity groups • Be community minded, not sales minded 153
    154. Naked Conversations “Formality suppresses dialogue; informality encourages it. Formal conversations and presentations leave little room for debate. They suggest that everything is scripted and predetermined. Informal dialogue is open. It invites questions, encourages spontaneity and 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 breakthroughs.“ -Larry Bossidy, CEO, Honeywell 154
    155. PSNH Case Study: Process Detail 155
    156. New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 156
    157. Wikipedia 157
    158. Wikipedia – From Marketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 158
    159. Wikipedia – From Marketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 159
    160. Wikipedia – From Marketing Sherpa Getting Errors Fixed Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 160
    161. Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 161
    162. Wikipedia Hall of Shame 162
    163. Monsanto Edits Michael Moore 163
    164. US DoJ Obfuscates Bush Criticism 164
    165. Wisdom of the Chaperones 165
    166. Chris Wilson On the Record…Online 166
    167. Carry the Message Online Communications Master Class June 26, 2009 - Boston PRSA | Map Online Communications Boot Camp June 24-25, 2009 - Boston PRSA | Map Social Media for Journalists June 19, 2009 - NYC Media Bistro | Map Understanding New Communications Technologies June 3, 2009 - Las Vegas The Licensing Show | Map Source: Social Media Training Calendar 167
    168. Help Yourself 168
    169. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter 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/3.0 169

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