New Media Boot Camp Day Two 2010

New Media PR Boot Camp – Day Two Instructor: @EricSchwartzman 2010 Day Two

Search Engine Optimization 2

State of Search and the Net  3 billion – Daily Google searches processed  230 million – American with Net access  93% -- Americans with high-speed access  228 million – Americans with mobile phones  1.6 billion – Worldwide online population Source: Googled by Ken Auletta 3

Secret Formula 4

Objective of SEO Leverage Content to Generate Transactions 5

Optimization vs. Marketing SEM SEO 6

Pro Bono SEM for 501cs 7

Acting Like a Publisher Editorial and Advertising d Content 8

First Rule of Search Engine Optimization 9

Get Other Sites to Links to You 10

Case Study: Organic Blog Optimization 11

Case Study: Inbound Links 12

Case Study: Tracking Inbounds 13

Case Study: Search Results 14

Case: Fewer Inbounds, Higher Rank? 15

Case Study: Evaluating Inbounds 16

Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 17

Three Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 18

Step 1: Inbound Links Source: Yahoo! Site Explorer 19

Step 2: Site Rank Source: Alexa 20

Step 3: Conversation Starters Source: Blogpulse Conversation Tracker 21

Additional Measurement Resources 22

Brief and Concise 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” 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” 24

Keyword Discovery 25

Understanding Google Trends: Demand 26

Understanding Google Trends: Demand 27

Search Trends Source: Google Trends 28

Obama Effect? 29

Examining Global Challenges by Region 30

Search Trends – Popular Language Source: America.gov 31

Additional Search Volume Resources 32

Keyword Discovery: Related Searches 33

Keyword Discovery: Wonder Wheel 34

Defining Global Challenges 35

Keyword Discovery: External Keyword Tool 36

Quantity vs. Quality 37

Intro to Meta Data 38

Finding Meta Data 39

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 40

Generic Title Tags 41

Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 42

Why Meta Descriptions Matter Source: Eyetrack 3 k 43

Dynamic Meta Page Descriptions 44

Spying through Meta Keywords 45

Press Release Search Engine Optimization By SEO-PR 46

Online Newsroom Search Engine Optimization 47

PDF Search Engine Optimization 48

Flash Search Engine Optimization 49

Exercise: Launch a Blog 50

Exercise: Blog a Photo 51

Exercise: Blog a Video 52

Exercise: Blog a Google Gadget 53

Exercise: Share This 54

Exercise: Blog a Third Party Widget 55

Adding Ecommerce 56

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 57

Online Audio and Video podcast download webcast 58

Podcasts 59

Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally P d O i i ll Produced d 60

Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 61

Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 62

Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 63

Finding Podcasts through Show Notes 64

iTunes as a Podcatcher Finding podcasts in iTunes Submitting podcasts 65

Distributing Through iTunes 66

Podcast in iTunes 67

RSS 2.0 Feed with Enclosures 68

Podcast Production 69

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 73

Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 74

ID3 Tagging 75

Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 76

Promoting Podcasts: Signature Blocks 77

Promotion Podcasts: Email Marketing 78

Promotion Podcasts: iPhone Apps Source: www.isites.us 79

Promoting Podcasts: PNRs 80

Promoting Podcasts: SEOed Press Release 81

Promoting Podcasts: Industry Awards 82

Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 83

Who is Podcasting: Case Study Who i P d Wh is Podcasting? ti ? 84

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. 85

Case Study: APM Music 86

Case Study: Starbucks 90

Case Study: Starbucks 91

Online Video: Reach and Frequency in the U.S. • More than 170 million U.S. Internet users watched online video during the month. th • Online video viewing continued to reach record levels in November with nearly 31 billion videos viewed during the month, and Google Sites accounting d l for 39 percent of all videos viewed online in the U.S. • More than 170 million viewers watched an average of 182 videos per viewer during the month of November. source: comScore 92

Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 93

YouTube: Community Mapping Online Influencer I fl “Early Childhood Education” community members 94

Shooting Video: Streaming Gear 95

Shooting Video: Flip 96

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 97

Direct to Consumers 98

Online Video: Internal Communications 99

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 100

Online Video: Internal/External Communications 101

Online Video: Marie Digby 102

Blog Response: Marie Digby 105

Blog Comments: Marie Digby 106

Audio and Video: Strategic Recap • Deliver on the needs of an underserved audience • Give listeners something they can’t get else where •News content vs. feature content • More controlled/one-way channel • Credibility and third-party validation • Efficiency by leverage existing asset • RSS is Relationship-based. Downloads are not. p • May not be well suited for breaking news 107

Social Networking Image by: Luc Legay 108

Global Social Networking Penetration 109

Global Social Networking by Brand Source: Vinco’s Blog 110

Global Social Networking Usage 111

Social Networking 101 • P fil Profiles:  Personal vs. professional  Profiles pics • Connections:  Friends, followers, contacts  Community mapping • Conversations:  Posts, comments, ratings, status updates , , g , p  Seizing the moment via keywords and search • Syndication  Facebook and Twitter Mobile Apps 112

US Social Networking by Brand • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 113

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 114

Social Networking: Facebook 115

Facebook Apps Raise Money on Facebook Facebook Apps Option 116

Facebook Apps: Social Impact of Causes 117

Facebook Apps: Donation as Social Object Causes makes it easy for me to share my contributions with my friends 118

Widgets 119

Social Networking: Custom URLs 120

Social Networking: Facebook Company Pages 121

Social Networking: MySpace Back End Front End 122

Social Networking: Linked In 123

Social Networking: Linked In Groups 124

Social Networking: Object-Oriented 125

Social Networking: White Label Platforms 126

Social Networking Platform 127

Social Networking Case Study: SAP About the SAP Community Network 128

Value of Social Networking to Individuals Excerpts: •Each little update — each individual bit of social information — is insignificant on its own, own even supremely mundane But taken together, over time the little snippets mundane. together time, coalesce into a surprisingly sophisticated portrait of your friends’ and family members’ lives, like thousands of dots making a pointillist painting. •Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it seems like blather. Follow it for a day, though, and it begins to feel like a short story; follow it for a month, and it’s a novel. •For them, participation isn’t optional. If you don’t dive in, other people will define who you are. So you constantly stream your pictures your thoughts, your relationship are pictures, thoughts status and what you’re doing — right now! — if only to ensure the virtual version of you is accurate, or at least the one you want to present to the world. •“If anything, it’s identity-constraining now,” Tufekci told me. “You can’t play with your identity id tit if your audience i always checking up on you. di is l h ki 129

Value of Social Networks to Organizations • Promote peer to peer communications • Conduct edgework • Improve performance • Educate customers, partners and employees • Shorten time to market • Respond faster to change • Lower COGS 130

Social Networking: Strategic Decisions • Edgework  Tap influencers  Internal vs. External Influencers  Diversity • Public vs. Private  Is the topic of discussion a differentiator?  Could exclusivity help with your edgework?  Will the discussion be forward looking?  Will the discussion involve regulatory matters? 131

Social Networking: Strategic Decisions (cont’d) • Policy Guidelines  Practical and reasonable  Specificity tailored to sophistication of members • Branded vs. Unbranded  Addressable market and potential community size?  Cost, staffing, legal and process  Working through associations or industry consortiums 132

What Makes a Good Community Manager? • Knowledgeable • P iti Positive • Supportive • Tolerant 133

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New Media Boot Camp Day Two 2010

by Eric Schwartzman

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New Media Boot Camp Day Two 2010 Presentation Transcript