New Media PR Boot Camp NYC Dec. 2010 - Day Two

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New Media PR Boot Camp NYC Dec. 2010 - Day Two

  1. 1. New Media PR Boot Camp – Day Two Instructor: @EricSchwartzman NYC, Dec. 4, 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. Press Release Written for Journalists 65
  66. 66. Keyword Research 66
  67. 67. Selected Keywords 67
  68. 68. SEOed Press Release 68
  69. 69. SEOed Press Release 69
  70. 70. SEOed Landing Page 70
  71. 71. 1. Check for Title Tags 71
  72. 72. 2. Check for Meta Page Descriptions 72
  73. 73. 3. Check for Dynamic Meta Content 73
  74. 74. 4. Check for Summary Blurbs 74
  75. 75. 5. Search Press Release Headlines 75
  76. 76. Search Friendly Newsroom HTML 76
  77. 77. PDFs and Search 77
  78. 78. Flash and Search 78
  79. 79. Live Demo: Site Meter 79
  80. 80. Live Demo: FeedBurner 80
  81. 81. Live Demo: Tagging Blog Posts 81
  82. 82. Live Demo: Email Subscription Widget 82
  83. 83. Live Demo: Custom Tag Cloud Widget 83
  84. 84. Live Demo: Social Bookmarking Widget 84
  85. 85. Live Demo: Blogging a YouTube Clip 85
  86. 86. Live Demo: Livening Up Your Blog 86
  87. 87. Live Demo: Livening Up Your Blog 87
  88. 88. Live Demo: Livening Up Your Blog 88
  89. 89. Live Demo: Livening Up Your Blog 89
  90. 90. 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 90
  91. 91. Online Audio and Video podcast download webcast 91
  92. 92. Podcasts 92
  93. 93. Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally P d O i i ll Produced d 93
  94. 94. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 94
  95. 95. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 95
  96. 96. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 96
  97. 97. Finding Podcasts through Show Notes 97
  98. 98. iTunes Podcatcher 98
  99. 99. Distributing Through iTunes 99
  100. 100. RSS 2.0 with Enclosures 100
  101. 101. Podcast in iTunes 101
  102. 102. Who is Podcasting: Case Study Who i P d Wh is Podcasting? ti ? 102
  103. 103. 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. 103
  104. 104. Case Study: APM Music 104
  105. 105. Case Study: APM Music 105
  106. 106. Case Study: APM Music 106
  107. 107. Case Study: APM Music 107
  108. 108. Case Study: Starbucks 108
  109. 109. Case Study: Starbucks 109
  110. 110. Podcast Production 110
  111. 111. Podcast Production 111
  112. 112. Podcast Production 112
  113. 113. Podcast Production 113
  114. 114. 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 114
  115. 115. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 115
  116. 116. ID3 Tagging 116
  117. 117. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 117
  118. 118. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 118
  119. 119. Promoting Podcasts: Signature Blocks 119
  120. 120. Promotion Podcasts: Email Marketing 120
  121. 121. Promoting Podcasts: PNRs 121
  122. 122. Promoting Podcasts: SEOed Press Release 122
  123. 123. Promoting Podcasts: Industry Awards 123
  124. 124. 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
  125. 125. Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 125
  126. 126. Direct to Consumers 126
  127. 127. Online Video: Marie Digby 127
  128. 128. Online Video: Marie Digby 128
  129. 129. Online Video: Marie Digby 129
  130. 130. Blog Response: Marie Digby 130
  131. 131. Blog Comments: Marie Digby 131
  132. 132. Online Video: Internal Communications 132
  133. 133. 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 133
  134. 134. Online Video: Internal/External Communications 134
  135. 135. Video in Online News Rooms 135
  136. 136. Shooting Video: Streaming Gear 136
  137. 137. Shooting Video: Flip 137
  138. 138. 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 138
  139. 139. Shooting Video: High-End – Canon XL H1S 139
  140. 140. Video Editing Software – Windows Movie Maker 140
  141. 141. Video Editing Software – Mac iMovie 141
  142. 142. Centralized Online Video Distribution 142
  143. 143. Content Strategy: Live Online Broadcasting 143
  144. 144. 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 144
  145. 145. Social Bookmarking 145
  146. 146. Favorites use Title Tags 146
  147. 147. Social Bookmarking 147
  148. 148. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online p p p 148
  149. 149. Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in g 3. Post URL 4. Save 5. Search popular tags p p g 149
  150. 150. Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 150
  151. 151. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Q 2 Li k di Questions ti 3. Facebook Status 4. Twitter 151
  152. 152. User Ratings 152
  153. 153. Social News Site: Digg 153
  154. 154. Social Bookmarking: Digg 154
  155. 155. Social Networking Image by: Luc Legay 155
  156. 156. Finding Value in Digital Conversations 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 y g g g 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 if your audience is always checking up on you. 156
  157. 157. 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 , 157
  158. 158. Global Social Networking Penetration 158
  159. 159. Global Social Networking by Brand Source: Vinco’s Blog 159
  160. 160. US Social Networking by Brand • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 160
  161. 161. Global Social Networking Usage 161
  162. 162. 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 162
  163. 163. Social Networking: Facebook 163
  164. 164. Social Networking: Custom URLs 164
  165. 165. Social Networking: Facebook Company Pages 165
  166. 166. Case Study: Virginia Tech Massacre Virginia Tech Social Media Crisis Communications Research Podcast 166
  167. 167. Social Networking: MySpace Back End Front End 167
  168. 168. Social Networking: Linked In 168
  169. 169. Social Networking: Linked In Groups 169
  170. 170. Social Networking: White Label Platforms 170
  171. 171. Social Networking: White Label PRSA Tech Site 171
  172. 172. Social Networking Client 172
  173. 173. PSNH Case Study: Process Detail 173
  174. 174. New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer C t News Media Constituents Service 174
  175. 175. Help Yourself 175
  176. 176. 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/3.0 176

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