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New Media Boot Camp Day Two 20090925
 

New Media Boot Camp Day Two 20090925

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    New Media Boot Camp Day Two 20090925 New Media Boot Camp Day Two 20090925 Presentation Transcript

    • New Media and Social Media Workshop Instructor: @EricSchwartzman San Francisco, Sept. 25, 2009 Day Two
    • Media & Democracy 2
    • Living Breathing Mediascape 111,122 Facebook Supporters as of July 13, 2009 3
    • Living, Breathing Mediascape: Flickr Photo Stream 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 4
    • Living, Breathing Mediascape: Twitter Stream 5
    • Reactions of the Blogosphere to Iranian Elections 6
    • Living, Breathing Mediascape: Radian6 7
    • Prediction: Fourth Estate’s Fortunes Have Waned 8
    • Prediction: Living Mediascape 9
    • Prediction: Electronic Paper 10
    • Prediction: Social News Filter 11
    • Digg vs. Other Media Source: Compete.com 12
    • Prediction: Growth of Social Networking 13
    • World Map of Social Networks Source: Vinco’s Blog 14
    • Prediction: Google Combines Services 15
    • Prediction: Privacy Levels Source: NY Times 16
    • Prediction: News Wars 17
    • Prediction: Social Graph 18
    • Prediction: Fact Stripping Robots 19
    • Deconstructing the News Release 20
    • Search Volume *Based on the five major search engines including partner searches and cross-channel searches. Searches for mapping, local directory, and user-generated video sites that are not on the core domain of the five search engines are not included in the core search numbers. **May data does not include search activity at Microsoft Bing, which was launched on June 1. Microsoft Bing will be included with June qSearch data. Source: comScore 21
    • Secret Formula 22
    • Objective Leverage Content to Generate Transactions 23
    • Optimization vs. Marketing SEM SEO 24
    • Acting Like a Publisher Editorial and Advertising Content 25
    • First Rule of Search Engine Optimization 26
    • Citation Indexing 27
    • Case Study: Organic Blog Optimization 28
    • Case Study: Inbound Links 29
    • Case Study: Tracking Inbounds 30
    • Case Study: Search Results 31
    • Case: Fewer Inbounds, Higher Rank? 32
    • Case Study: Evaluating Inbounds 33
    • Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 34
    • Three Steps to Measuring Blogger Influence Source: Mountain Runner Blog 35
    • Step 1: Community Mapping Source: Kartoo 36
    • Step 2: Inbound Links Source: Yahoo! Site Explorer 37
    • Step 2: Site Rank Source: Technorati 38
    • Step 3: BlogPulse Conversation Tracker Source: Blogpulse Conversation Tracker 39
    • Additional Measurement Resources 40
    • Additional Measurement Resources Market Trends 41
    • Brief and Concise 42
    • 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” 43
    • Keyword Discovery 44
    • Understanding Google Trends: Demand 45
    • Understanding Google Trends: Demand 46
    • Search Trends Source: Google Trends 47
    • Obama Effect? 48
    • Examining Global Challenges by Region 49
    • Search Trends – Popular Language Source: America.gov 50
    • Additional Search Volume Resources 51
    • Keyword Discovery: Related Searches 52
    • Keyword Discovery: Wonder Wheel 53
    • Defining Global Challenges 54
    • Keyword Discovery: External Keyword Tool 55
    • Quantity vs. Quality 56
    • Intro to Meta Data 57
    • Finding Meta Data 58
    • 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
    • Generic Title Tags 60
    • Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 61
    • Why Meta Descriptions Matter Source: Eyetrack 3 62
    • Dynamic Meta Page Descriptions 63
    • Spying through Meta Keywords 64
    • Spying through Keywords Density Analysis 65
    • 1. Check for Title Tags 66
    • 2. Check for Meta Page Descriptions 67
    • 3. Check for Dynamic Meta Content 68
    • 4. Check for Summary Blurbs 69
    • 5. Search Press Release Headlines 70
    • Search Friendly Newsroom HTML 71
    • PDFs and Search 72
    • Flash and Search 73
    • Morning Break 74
    • Live Demo: Site Meter 75
    • Live Demo: FeedBurner 76
    • Live Demo: Tagging Blog Posts 77
    • Live Demo: Email Subscription Widget 78
    • Live Demo: Custom Tag Cloud Widget 79
    • Live Demo: Social Bookmarking Widget 80
    • Live Demo: Blogging a YouTube Clip 81
    • Live Demo: Livening Up Your Blog 82
    • Live Demo: Livening Up Your Blog 83
    • Live Demo: Livening Up Your Blog 84
    • Live Demo: Livening Up Your Blog 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 • 10% of design budget on usability will double site’s results Jakob Nielsen 86
    • Lunch Break 87
    • Online Audio and Video podcast download webcast 88
    • Podcasts 89
    • Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 90
    • Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 91
    • Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 92
    • Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 93
    • Finding Podcasts through Show Notes 94
    • iTunes Podcatcher 95
    • Distributing Through iTunes 96
    • RSS 2.0 with Enclosures 97
    • Podcast in iTunes 98
    • Who is Podcasting: Case Study Who is Podcasting? 99
    • Case Study: IBM Podcasts: Employees as Evangelists 100
    • 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. 101
    • Case Study: APM Music 102
    • Case Study: APM Music 103
    • Case Study: APM Music 104
    • Case Study: APM Music 105
    • Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 106
    • Case Study: Starbucks 107
    • Case Study: Starbucks 108
    • Podcast Production 109
    • Podcast Production 110
    • Podcast Production 111
    • Podcast Production 112
    • 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 113
    • Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 114
    • ID3 Tagging 115
    • Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 116
    • Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 117
    • Promoting Podcasts: Signature Blocks 118
    • Promotion Podcasts: Email Marketing 119
    • Promoting Podcasts: PNRs 120
    • Promoting Podcasts: SEOed Press Release 121
    • Promoting Podcasts: Industry Awards 122
    • 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 123
    • 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 124
    • Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 125
    • Direct to Consumers 126
    • Online Video: Marie Digby 127
    • Online Video: Marie Digby 128
    • Online Video: Marie Digby 129
    • Blog Response: Marie Digby 130
    • Blog Comments: Marie Digby 131
    • Online Video: Internal Communications 132
    • Online Video: Internal/External Communications 133
    • Video in Online News Rooms 134
    • Shooting Video: Streaming Gear 135
    • Shooting Video: Flip 136
    • 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 137
    • Shooting Video: High-End – Canon XL H1S 138
    • Video Editing Software – Windows Movie Maker 139
    • Video Editing Software – Mac iMovie 140
    • Centralized Online Video Distribution 141
    • Content Strategy: Live Online Broadcasting 142
    • Online Video Case Study: Toyota 143
    • 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 • 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 144
    • Afternoon Break 145
    • Social Bookmarking 146
    • Favorites use Title Tags 147
    • Social Bookmarking 148
    • Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 149
    • Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 150
    • Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 151
    • Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 152
    • User Ratings 153
    • Social News Site: Digg 154
    • Social Bookmarking: Digg 155
    • Social Networking Image by: Luc Legay 156
    • Global Social Networking Penetration 157
    • Global Social Networking Penetration Growth 158
    • Corporate Social Networking Adoption 159
    • Global Social Networking Brand 160
    • Social Networking – Usage Trends 161
    • Social Networking: US Communities by Popularity • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 162
    • Social Networking: MySpace Back End Front End 163
    • Social Networking: Facebook 164
    • Social Networking: Custom URLs 165
    • Social Networking: Facebook Company Pages 166
    • Social Networking: Facebook Company Pages 167
    • Social Networking: Facebook Company Pages 168
    • Facebook for Government Agencies 169
    • 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 Source: Inside Facebook 170
    • Case Study: Virginia Tech Massacre Virginia Tech Social Media Crisis Communications Research Podcast 171
    • Social Networking: Linked In 172
    • Social Networking: Linked In Groups 173
    • Social Networking: Niche Nets 174
    • Social Networking: Niche Nets 175
    • Social Networking: Niche Nets 176
    • Social Networking: White Label Platforms 177
    • Social Networking: White Label PRSA Tech Site 178
    • Social Networking Aggregators 179
    • Social Networking Aggregators 180
    • Social Networking Mash-Ups 181
    • 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 182
    • 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 183
    • PSNH Case Study: Process Detail 184
    • PSNH Twitter Strategy Twitter ID & Password Twitpic Link Emailed Image & Subject Headline Posted on Twitpic Updates in Reverse Twitpic Link & Chronolog Caption ical Order 185
    • New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 186
    • Online Communications Strategy New Media Social Media Email Linkedin Twitter Search Online Newsroom Flickr Press Releases YouTube Inbound Links Facebook Conversions Coverage 187
    • FEMA: Closing the Credibility Gap FEMA Social Media Deep Dive Podcast 188
    • Wikipedia 189
    • Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 190
    • Wikipedia Hall of Shame 191
    • Chris Wilson On the Record…Online 192
    • Help Yourself 193
    • 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 facebook.com/ericschwartzman Facebook 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/3.0 194