NORAD NORTHCOM Social Media Boot Camp

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NORAD NORTHCOM Social Media Boot Camp

  1. 1. Social Media Boot Camp NORAD & US Northern Command Public Affairs Workshop @EricSchwartzman @E i S h t March 3, 2010
  2. 2. Housekeeping • Net IQ • Introductory immersion • New vocabulary • Agenda • Slide numbers • Digital handouts 2
  3. 3. Benefits of Paying Attention Source: 2009 Digital Readiness Report 3
  4. 4. Times Are Changing 4
  5. 5. News Media Addict Pussycat Dolls Academy Awards Britney Spears Mayor Jerry Brown Star Wars 30th Anniversary 5
  6. 6. Message Map Overarching Message Supporting Messages Data Points 6
  7. 7. Mainstream Media Training 7
  8. 8. Plenty of Options Media Relations Customer Investor Relations Relations Public Affairs Labor Relations Public Relations Industry Community Relations Relations Analyst Relations 8
  9. 9. Mass Media Addict Newspapers Television Media Relations Magazines Radio 9
  10. 10. Junket Junkie 10
  11. 11. Controlled Communications 11
  12. 12. Conforming to News Cycles Photo by Olivander 12
  13. 13. News Break Strategy Influencers National News Regional News Local News Trade Press Target Audience 13
  14. 14. Scoring Ink 14
  15. 15. Illusion of Control 15
  16. 16. Online News Consumption on the Rise 80 70 60 Local TV -25% Natl TV news -52% 50 Cable news +18% 40 Newspapers -41% 30 % of adults Radio -27% Online News +1,850% 20 10 0 1994 1996 1998 2000 2002 2004 2006 2008 (% of all Americans who “regularly” go to news source: PRC People/Press) Source: Pew Internet November 13, 2009 16
  17. 17. Analog Dollars to Digital Pennies Source: Newspaper Association of America 17
  18. 18. Law of Diminishing Returns Source: Paper Cuts 18
  19. 19. White Light Experience 19
  20. 20. Evolution of Media 20
  21. 21. Web Gave Life to New Media Websites Email SEO 21
  22. 22. New Media Shaping Opinions 1 2 3 Source: Universal McCann 22
  23. 23. New Media as Mass Media Photo by Adulau 23
  24. 24. Control through Stridence 24
  25. 25. Outbound Communications 25
  26. 26. Consequences on Shotgun Communications 26
  27. 27. Web Gets Social Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks 27
  28. 28. Web Gets Easy 28
  29. 29. Web Gets Convenient • Content’s claim to the crown • User experience shapes reputation • Should be self-service • Flash PDFs, UI navigation Flash, PDFs UI, Photo by Spackletoe • Ease of use drives adoption Evolution of Customer Experience Usability Expert Jakob Nielsen on User Experience and Reputation 29
  30. 30. Ease of Use Promotes Transparency & Authenticity 30
  31. 31. Ease of Use Empowers: Unofficial Spokes People 31
  32. 32. No Turning Back: Unintended Consequences 32
  33. 33. Retention Training Manual Leaked 33
  34. 34. What You Say vs. What You Do Source: This Piggy Blog Whopper Big Mac Subway 34
  35. 35. Higher Power: Social Antibodies Whopper Big Mac Subway 35
  36. 36. No Secrets 36
  37. 37. Citizen Journalism: Crowd SourcingTruth 37
  38. 38. Crowd Sourcing through Qualified Queries 38
  39. 39. How Will You Get Through the Filter? search filter review share Source: Sit or Squat 39
  40. 40. User Experience is Conversation Social Search User Ratings on Comments 40
  41. 41. 90 Million Photo Journalists Source: Twitpic 41
  42. 42. People Start Having Conversations 42
  43. 43. Conversations Shape Reputation Reput ation t Source: Shel Holtz Mainstream News Media 43
  44. 44. MSM Becomes the Second Draft 44
  45. 45. Getting through the Filter 45
  46. 46. Rethink the Photo Opp Photo by Leo Reynolds Brian Stauffer 46
  47. 47. Edgework Source: Cobalt123 47
  48. 48. The Nuts and Bolts Transparency of Information Intended for Public Release Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy P li Confidentiality Combat Diplomacy Considerations Conflict Disclaimers Resolution 48
  49. 49. For Immediate Discovery  Transparency expectations  Patience thresholds  Listen  Anticipate  Respond Photo by Juandazeng 49
  50. 50. Discoverability and Amplification New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks Social Media 50
  51. 51. Exclusives & Embargos are a Fool’s Game Influencers National News Regional News Local News Trade Press Target Audience Bloggers Podcasters 51
  52. 52. You’re No Longer a Lone Sharp Shooter Photo by John Trainor 52
  53. 53. Social Media Communications is a Team Sport Photo by o0besesed 53
  54. 54. PSNH Case Study: Process Detail 54
  55. 55. Process Overview Organizational Communications Twitter Your Website YouTube & Flickr Customer C t News Media Public Service 55
  56. 56. Series of Decisions 56 Brian Solis
  57. 57. Social Media for Dads 57
  58. 58. Social Media for Dads 58
  59. 59. New Rules of Engagement: Channel Map New Media Websites Monitoring Email Microblogging SEO Content Social Blogs/Podcasts Networks N t k Pure Social Networks Social Media 59
  60. 60. War of Trust and Confidence 60
  61. 61. Who Do You Trust? Source: 2010 Edelman Trust Barometer 61
  62. 62. Relationship Between Off vs. On Network Resources 62
  63. 63. Trust in Government Source: 2010 Edelman Trust Barometer 63
  64. 64. Follow the Bread Crumbs ReTweeting Fake  ReTweeting Fake Tweets 64
  65. 65. Trust in Government Source: 2010 Edelman Trust Barometer 65
  66. 66. Building Trust by Keeping Pace with Open Source Data Source: Data.gov 66
  67. 67. How Much Open Source Data is Out There? Cairo Speech Cairo Speech “Obama” Peak Obama Peak “Freedom” Peak 67
  68. 68. Building Trust with Geo Data Color Coded by Size Outage Street Level Detail 68
  69. 69. Transparency Fosters Empathy Source: US Federal Government 69
  70. 70. Transparency Fosters Empathy Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient 70
  71. 71. Ambiguity Fosters Skepticism 71
  72. 72. Opacity Breeds Hate 72
  73. 73. Control vs. Credibility Camp LeJeune  Video 73
  74. 74. End of Segmentation “The Internet interprets censorship as damage and routes around it.” John Gilmore, Co-Founder Co Founder Electronic Freedom Foundation 74
  75. 75. Trust in NGOs Source: 2010 Edelman Trust Barometer 75
  76. 76. Mosaic of Trust Source: 2010 Edelman Trust Barometer 76
  77. 77. Encourage Walk In Traffic Website 77
  78. 78. Engagement Increases the Number of Entry Points FB Fan Page Podcast Twitter Website Blog YouTube 78
  79. 79. Social Media Expands Your Footprint & Network FB Fan Page Linkedin Podcast Twitter Website Blog YouTube Slideshare 79
  80. 80. Penetrating Filters: Pull vs. Push Media 80
  81. 81. Keywords as Psychographic Filters 81
  82. 82. Filtering Blog Posts 82
  83. 83. Filtering Twitter Conversations Keyword  surfaces  Hashtag 83
  84. 84. Filtering Facebook Communities 84
  85. 85. Filtering Videos Filter videos by keywords Sort by view count  to identify most  p p popular content Mapping  Mapping YouTube’s“Radar  Systems”” community 85
  86. 86. Online Demographics 86
  87. 87. Conversations have Demographics Generation Gap Source: Forrester Research 87
  88. 88. Chose Your Congregation Wisely by Beth Rankin by Glen Kirk by lil’bear Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into g believers through conversation. Inspired by “Twitterville” – Pg. 51 88
  89. 89. Profiles: Informality Drives Conversation 89
  90. 90. Bring Milk and Cookies Photo by Stu Spivack Inspired by “Twitterville” 90
  91. 91. It’s Okay to Get Personal 91
  92. 92. Send People Away Photo by Crawfish Head Inspired by “Twitterville” 92
  93. 93. Respond to Requests Photo by spaceamoeba From “Trust Agents” – Pg. 197 93
  94. 94. Social Media is Inbound 1 2 3 4 94
  95. 95. Learn the Three A’s Acknowledge Apologize Act From “Trust Agents” – Pg. 197 95
  96. 96. Engaging through Social Media Think Conversational Rather than Solicitous Inspired by “Trust Agents” – Pg. 197 96
  97. 97. Customer’s Shoot Back Inspired by “Trust Agents” – Pg. 197 97
  98. 98. Customer’s Shoot Back Donor commenting Donor commenting Cause as online  social object Inspired by “Twitterville” 98
  99. 99. Customer’s Shoot Back Inspired by “Twitterville” 99
  100. 100. No Where to Hide from Social Media Social browser widget Website as online  social object 100
  101. 101. Customer Experience Spills Over into Social Media 101
  102. 102. Good Friends Don’t Just Talk – They Listen Too 102
  103. 103. Good Friends Aren’t Bossy 103
  104. 104. Good Friends are Straight with You Team Tweeters News Stands  Alone Conversations  are Owned 104
  105. 105. The Good, The Bad and The Ugly 105
  106. 106. Apply Leverage by Mixing Transmission Signals Inspired by “Twitterville” 106
  107. 107. Humanize at Your Own Risk Scale by  Scale by Adding  team  Members 107
  108. 108. Scale through Social Media Training 108
  109. 109. Everyone Needs Guidance People p Policy y Process Technology 109
  110. 110. Celebrated Social Media Policy 110
  111. 111. Policy vs. Guidelines Transparency of Public Information Penalties Respectfulness IT Policy Privacy Social Media Legal Matters Policy Confidentiality Crisis Diplomacy Considerations Conflict Disclaimers Resolution 111
  112. 112. Revolution Rant Eisner Aristocrat Revolutionary Lassiter 112
  113. 113. Email Source: Universal McCann 113
  114. 114. Links vs. Attachments 114
  115. 115. Email Resource: Sending Large Files 115
  116. 116. Email Risks 116
  117. 117. Email Risks: Blogger Fights Back unique visitor to lifehacker.com 117
  118. 118. Reverse Engineering Media Contact Lists 118
  119. 119. Direct Communications: Coping with Attention Deficits 119
  120. 120. Email Newsletter Campaign Elements 1. Content Strategy gy 2. Frequency 3. Email lists 4. Email Newsletter Templates 5. Landing Pages 6. Measurement/Reporting 6 M t/R ti 120
  121. 121. Jedi List Synchronization 121
  122. 122. The Heart of Online Communications 122
  123. 123. Content Marketing & Social Networking 123
  124. 124. Is Your Website a Vanity Press? 124
  125. 125. Making Online News Scanable 125
  126. 126. Online Newsroom Design Column 1 Column 2 Column 3 Column 4 Ma Nav by Topic y Press Info ain Site Search Subscriptions Sub Na for Secondary dia av Emphasis E h i Med cs Lead Story with Hot Topic Clickable Thumbnail Headline Primary Logical Thumbnails in Sub Headline Emphasis Path Index 126
  127. 127. Subscription Kiosks Subscription Kiosk with RSS, Email and Sharing The Subscription Kiosk should be used as a function element on every page within the online newsroom newsroom. 127
  128. 128. Subscription Kiosks ‐ RSS Clickable Cli k bl RSS T t and Text d Icon Step One – Visitor clicks the RSS text or icon. 128
  129. 129. Subscription Kiosks – Custom Feeds Help Screen Sub Category Feed Category Feed Sub Category Feed Generates Custom RSS Feed 129
  130. 130. Subscription Kiosks – One‐Click Import Close Option One Click Subscription to Google Reader or iGoogle Subscribe via Internet Explorer or Firefox View Raw RSS Feed Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, 130 subscribe via browser or view a raw
  131. 131. Subscription Kiosks – Email Alerts Clickable Alerts Text Cli k bl Al T and Icon Step One – Visitor clicks the Alerts text or icon. 131
  132. 132. Subscription Kiosks – Email CAPTCHAs and Confirmations Subscriber enters email address CAPTCHA Code function with audio accessibility for visually y impaired visitors Confirmation message 132
  133. 133. Subscription Kiosks – Email Authentication Links Email Sent E il S t from Online Newsroom Domain Unique URL Step Three– Visitor clicks on an unique hyperlink sent to the registered email address f dd from th newsroom’s d the ’ domain. i 133
  134. 134. Subscription Kiosks – Email Category and Sub Categories 134
  135. 135. Subscription Kiosks ‐ Sharing Clickable Sh Cli k bl Share Text and Icon Step O S One – Vi i Visitor clicks the Share text or icon. 135
  136. 136. Subscription Kiosks – Sharing via Social Networks Clickable Share Text and Icon Forward via Email Format to Print Page Title, Website, Category, Publisher (Specific to General) Permalink Facebook CAPTCHA 136
  137. 137. Subscription Kiosks – Sharing via Email Recipient’s Email Optional Comments Field CAPTCHA User Comment Page Title URL 137
  138. 138. Experts Database Expert Database Search Results Expert Detail Page Sort By O ti S t B Option Paginated Results Searches “Area of Expertise” field (manually entered) Thumbnail Image Newsroom Links 138
  139. 139. Unfiltered News Source 139
  140. 140. Crisis Communications Template Standard Black Box Homepage Homepage Black Box Background No Background Image Image Crisis Footer Standard Footer 140
  141. 141. Online Crisis Communications – Demand Spike 141
  142. 142. Social Distributed Problem Solving 142
  143. 143. Blog Design Source: Dickson Fong 143
  144. 144. Anatomy of the Blog: Blogs and Blog Posts Homepage Blog/Homepage Blog Post Author/ Date Blog Post g Blog Post 144
  145. 145. Anatomy of the Blog: Permalinks Permalink 145
  146. 146. Anatomy of the Blog: Feeds, Site and Social Search RSS Feed Blog Search Social Search Top Rated 146
  147. 147. Anatomy of the Blog: Hyperlinks Hyperlink Hyperlink Hyperlink 147
  148. 148. Anatomy of the Blog: Comments 148
  149. 149. Anatomy of the Blog: Comment Moderation Consider adding information about turn b around time 149
  150. 150. Anatomy of the Blog: Comment Moderation Consider adding moderation policy hyperlink 150
  151. 151. Anatomy of the Blog: Blog Rolls Blog Roll Community Mapping Opportunity O t it Blog Roll 151
  152. 152. Anatomy of the Blog: Widgets Widget Widget Widget id 152
  153. 153. Corporate Blogs Source: Monsanto Blog 153
  154. 154. Unfiltered Conversation 154
  155. 155. Messaging through Sneeze Posts Source: Monsanto Blog 155
  156. 156. Astroturfing 156
  157. 157. Blogger Relations: New Rules of Engagement 157
  158. 158. Play Nice 158
  159. 159. Submit your attention 159
  160. 160. Participate 160
  161. 161. Democratize 161
  162. 162. Pseudo-Anonymity 162
  163. 163. Cory Doctorow’s Blogger Relations Tips • Have a link • Have a permanent link • Have a link for everything • Avoid flash sites • Avoid PDFs • Make video downloadable and streamable • Put your URL on your images • Li ki Linking policies are ridiculous li i idi l • Specify credit and usage rights • Send suggestions by the preferred means 163
  164. 164. Blogger Relations to Drive Media Relations • Top 100 blogs • Hyperlocal blogs • Corporate blogs 164
  165. 165. Case Study: Rock-Ola 165
  166. 166. Case Study: Blog Storm 166
  167. 167. Case Study: Blog Storm 167
  168. 168. Case Study: Blog Storm Lessons Learned • Acknowledge immediately on website or blog • Identify influential bloggers in advance • Cultivate an inner circle of influential bl l l f fl l bloggers 168
  169. 169. Anatomy of the Blog: RSS Open Tag - < > Close Tag - </ > 169
  170. 170. New Media Monitoring Leveraging RSS: 1. Web-based 1 Web based readers 2. Desktop-based readers 3. Email clients 170
  171. 171. Live Demo: Using Google Reader 171
  172. 172. New Media Notifications 172
  173. 173. Contact Info (310) 455-4000 Phone eric[at]ericschwartzman[dot]com [ ] [ ] Email ericschwartzman.com Website ontherecordpodcast.com p Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman / Facebook linkedin.com/in/schwartzman Linkedin 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/3.0 173
  174. 174. Social Media Boot Camp NORAD & US Northern Command Public Affairs Workshop @EricSchwartzman @E i S h t March 3, 2010
  175. 175. Social Networking Image by: Luc Legay 175
  176. 176. Global Social Networking by Brand Source: Vinco’s Blog 176
  177. 177. Global Social Networking Usage 177
  178. 178. 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 178
  179. 179. 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 179
  180. 180. US Social Networking by Brand • Facebook 78% • MySpace y p 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 180
  181. 181. 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 b • 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 181
  182. 182. Social Networking: Facebook 182
  183. 183. Facebook Apps Raise Money  on Facebook 183
  184. 184. Facebook Apps: Social Impact of Causes 184
  185. 185. Facebook Apps: Donation as Social Object Causes makes it easy  for me to share my  contributions with  my friends 185
  186. 186. Widgets 186
  187. 187. Social Networking: Custom URLs 187
  188. 188. Social Networking: Facebook Company Pages 188
  189. 189. Social Networking: MySpace Back End Front End 189
  190. 190. Social Networking: Linked In 190
  191. 191. Social Networking: Linked In Groups 191
  192. 192. Social Networking: Object-Oriented 192
  193. 193. Social Networking: White Label Platforms 193
  194. 194. Social Networking Platform 194
  195. 195. Social Networking Case Study: SAP About the SAP Community Network 195
  196. 196. 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 196
  197. 197. 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? 197
  198. 198. 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 198
  199. 199. What Makes a Good Community Manager? • Knowledgeable • Positive • Supportive • Tolerant 199
  200. 200. Intro to Micro Blogging Source: Current TV S C t 200
  201. 201. Twitter as a News Source Source: Examiner.com 201
  202. 202. Tweet as SOS 202
  203. 203. No Other Media Does This: Trending Topic Selected Trending Topics Daily Trending Keywords ReTweet Volume  Over Time TwitPic of Missing Girl 203
  204. 204. Or this: 204
  205. 205. Anatomy of Twitter Number of unused  characters Tweet Field Since the last browser refresh The Tweets of  everyone  I’m  following 205
  206. 206. Anatomy of Twitter: @replies, ReTweets & Trends Tweet directed to  me, in full view of  others My @reply, in full view of others Where to find  your @replies Distribute  this Tweet to  my followers my followers Most  popular  terms on  Twitter  right now g 206
  207. 207. Science of Retweets Source: Dan Zarella 207
  208. 208. Hashtags.org 208
  209. 209. Anatomy of Twitter: Direct Messages or DMs To minimize spam,  I can only DM  someone  following me Where I find  my DMs Private  conversation  between me  between me and Steve 209
  210. 210. Anatomy of Twitter: Favorites Where my  Favorites are Tweets I’ve  Favorited 210
  211. 211. Anatomy of Twitter: Following Expanded  Options View Option Lists Tweeters I’m  Following 211
  212. 212. Anatomy of Twitter: Followers List View  List View Option Click “followers”  to view  everyone you’re  following Followers I’m  Following Tweeters  Following me 212
  213. 213. Anatomy of Twitter: Aesthetics Where to find  your settings Where to  change the  look of your  look of your Twitter  webpage Choose a  standard  design Upload a  Upload a custom  background 213
  214. 214. Anatomy of Twitter: Apps Where to find your  installed apps Twitter Apps  Installed 214
  215. 215. Twitter App Store 215
  216. 216. Popular Twitter Apps: Bit.ly Link Shortener 216
  217. 217. Tweets via RSS 217
  218. 218. Search.Twitter.com Where to find  your settings Geography 218
  219. 219. Results are a Real Time Focus Group • Larger sample size L l i • Nonstop feedback • Always up to date • No margin of error 219
  220. 220. How NOT to Attract Followers Show Yourself Don’t Follow People  Before You Have  Tweets 220
  221. 221. Assessing Who to Follow What’s the  following to  followers ratio? Is the Photo Real? Any Favorites? 221
  222. 222. Assessing Who to Follow What’s the following  to followers ratio? t f ll ti ? Check the Twitter  User’s Favorites 222
  223. 223. Assessing Who to Follow User Attracts  Follower by  F ll b Following 223
  224. 224. Assessing Who to Follow Ratio Indicates High  Degree of Influence Check for @replies 224
  225. 225. Twitter Client: TweetDeck 225
  226. 226. Case Study: Crowd Sourcing Customer Service on Twitter 226
  227. 227. Twitter: Value Proposition finds what’s already happened finds what’s happening now pp g 227
  228. 228. Twitter: Value Proposition Information as  social object Immediate many-to-many communications 228
  229. 229. Twitter: Value Proposition “ 's smallness allowed more posts s to go up more frequently. Likewise, it was faster and easier for people to respond, and thus the conversation moved fd faster and very often went d f further on Twitter than it did on standard blogs," Excerpted from Twitterville by Shel Israel 229
  230. 230. PSNH Twitter Strategy Twitter ID & Password Twitpic Link Emailed Image & Subject Headline Posted on Twitpic Updates in Reverse Twitpic Link & p Chronolog Caption ical Order 230
  231. 231. Search Engine Optimization 231
  232. 232. State of Search and the Net  3 billion – Daily Google searches processed  230 million – American with Net access  93% -- Americans with high speed access high-speed  228 million – Americans with mobile phones  1.6 billion – Worldwide online population Source: Googled by Ken Auletta 232
  233. 233. Page Rank is the New PR 233
  234. 234. Secret Formula 234
  235. 235. Objective of SEO Leverage Content to Generate Transactions 235
  236. 236. Optimization vs. Marketing SEM SEO 236
  237. 237. Pro Bono SEM for 501cs 237
  238. 238. Acting Like a Publisher Editorial and Advertising d Content 238
  239. 239. First Rule of Search Engine Optimization 239
  240. 240. Get Other Sites to Links to You 240
  241. 241. Case Study: Organic Blog Optimization 241
  242. 242. Case Study: Inbound Links 242
  243. 243. Case Study: Tracking Inbounds 243
  244. 244. Case Study: Search Results 244
  245. 245. Case: Fewer Inbounds, Higher Rank? 245
  246. 246. Case Study: Evaluating Inbounds 246
  247. 247. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 247
  248. 248. Four Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 248
  249. 249. Step 1: Inbound Links Source: Yahoo! Site Explorer 249
  250. 250. Step 2: Site Rank Source: Alexa 250
  251. 251. Step 3: Conversation Starters Source: Blogpulse Conversation Tracker 251
  252. 252. Step 4: Uniques 252
  253. 253. Brief and Concise 253
  254. 254. 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” 254
  255. 255. Keyword Discovery: Related Searches 255
  256. 256. Keyword Discovery: Wonder Wheel 256
  257. 257. Search Trends Source: Google Trends 257
  258. 258. Search Trends – Popular Language Source: America.gov 258
  259. 259. Examining Global Challenges by Region 259
  260. 260. Defining Global Challenges 260
  261. 261. Keyword Discovery: External Keyword Tool 261
  262. 262. Quantity vs. Quality 262
  263. 263. Press Release Search Engine Optimization By SEO-PR 263
  264. 264. Intro to Meta Data 264
  265. 265. Finding Meta Data 265
  266. 266. 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 266
  267. 267. Generic Title Tags 267
  268. 268. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 268
  269. 269. Why Meta Descriptions Matter Source: Eyetrack 3 k 269
  270. 270. Dynamic Meta Page Descriptions 270
  271. 271. Spying through Meta Keywords 271
  272. 272. Press Release Written for Journalists 272
  273. 273. Keyword Research 273
  274. 274. Selected Keywords 274
  275. 275. SEOed Press Release 275
  276. 276. SEOed Press Release 276
  277. 277. SEOed Landing Page 277
  278. 278. 1. Check for Title Tags 278
  279. 279. 2. Check for Meta Page Descriptions 279
  280. 280. 3. Check for Dynamic Meta Content 280
  281. 281. 4. Check for Summary Blurbs 281
  282. 282. 5. Search Press Release Headlines 282
  283. 283. Search Friendly Newsroom HTML 283
  284. 284. Online Audio and Video podcast download webcast 284
  285. 285. Podcasts 285
  286. 286. Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 286
  287. 287. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 287
  288. 288. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 288
  289. 289. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 289
  290. 290. Finding Podcasts through Show Notes 290
  291. 291. iTunes as a Podcatcher Finding  podcasts in  iTunes Submitting  podcasts 291
  292. 292. Distributing Through iTunes 292
  293. 293. Podcast in iTunes 293
  294. 294. RSS 2.0 Feed with Enclosures 294
  295. 295. Podcast Production 295
  296. 296. Podcast Production 296
  297. 297. Podcast Production 297
  298. 298. Podcast Production 298
  299. 299. 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 299
  300. 300. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 300
  301. 301. ID3 Tagging 301
  302. 302. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 302
  303. 303. Promoting Podcasts: Signature Blocks 303
  304. 304. Promotion Podcasts: Email Marketing 304
  305. 305. Promotion Podcasts: iPhone Apps Source: www.isites.us 305
  306. 306. Promoting Podcasts: PNRs 306
  307. 307. Promoting Podcasts: SEOed Press Release 307
  308. 308. Promoting Podcasts: Industry Awards 308
  309. 309. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” Best Episode 309
  310. 310. Who is Podcasting: Case Study Who i P d Wh is Podcasting? ti ? 310
  311. 311. 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. 311
  312. 312. Case Study: APM Music 312
  313. 313. Case Study: APM Music 313
  314. 314. Case Study: APM Music 314
  315. 315. Case Study: APM Music 315
  316. 316. Case Study: Starbucks 316
  317. 317. Case Study: Starbucks 317
  318. 318. 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 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 318
  319. 319. Direct to Consumers 319
  320. 320. Online Video: Internal Communications 320
  321. 321. 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 321
  322. 322. Online Video: Internal/External Communications 322
  323. 323. Online Video: Marie Digby 323
  324. 324. Online Video: Marie Digby 324
  325. 325. Online Video: Marie Digby 325
  326. 326. Blog Response: Marie Digby 326
  327. 327. Blog Comments: Marie Digby 327
  328. 328. Shooting Video: Streaming Gear 328
  329. 329. Shooting Video: Flip 329
  330. 330. 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 330
  331. 331. 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 331
  332. 332. Media & Democracy 332
  333. 333. Living Breathing Mediascape 111,122 Facebook Supporters as of July 13, 2009 333
  334. 334. Living, Breathing Mediascape: Flickr Photo Stream 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 334
  335. 335. Living, Breathing Mediascape: Twitter Stream 335
  336. 336. Reactions of the Blogosphere to Iranian Elections 336
  337. 337. Living, Breathing Mediascape: Radian6 337
  338. 338. Prediction: Fourth Estate’s Fortunes Have Waned 338
  339. 339. Prediction: Living Mediascape 339
  340. 340. Prediction: Electronic Paper 340
  341. 341. Prediction: Social News Filter 341
  342. 342. Digg vs. Other Media Source: Compete.com 342
  343. 343. Prediction: Growth of Social Networking 343
  344. 344. World Map of Social Networks Source: Vinco’s Blog 344
  345. 345. Prediction: Google Combines Services 345
  346. 346. Prediction: Privacy Levels Source: NY Times 346
  347. 347. Prediction: News Wars 347
  348. 348. Prediction: Social Graph 348
  349. 349. Prediction: Fact Stripping Robots 349
  350. 350. Social Bookmarking 350
  351. 351. Favorites use Title Tags 351
  352. 352. Social Bookmarking 352
  353. 353. Benefits of Sharing 1. Access favorites from anywhere 2. 2 Share your favorites publicly 3. Use popular opinion to find info online 353
  354. 354. Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. 3 Post URL 4. Save 5. 5 Search popular tags 354
  355. 355. Live Demo: Social Search Monitoring 1. Query Delicious 2. 2 Add Resulting RSS Feeds to Google Rearder 355
  356. 356. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 356
  357. 357. User Ratings 357
  358. 358. Social News Site: Digg 358
  359. 359. Social Bookmarking: Digg 359
  360. 360. Wikipedia 360
  361. 361. Wikipedia – From Marketing Sherpa Getting Listed G i Li d “Stub” articles Propose articles for creation Enlisting community member to create an article 361
  362. 362. Wikipedia – From Marketing Sherpa Monitoring Y M i i Your Listing Li i Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 362
  363. 363. Wikipedia – From Marketing Sherpa Getting Errors Fixed G i E Fi d Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 363
  364. 364. Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 364
  365. 365. Wikipedia Hall of Shame 365
  366. 366. Monsanto Edits Michael Moore 366
  367. 367. US DoJ Obfuscates Bush Criticism 367
  368. 368. Wisdom of the Chaperones 368
  369. 369. Chris Wilson On the Record…Online 369
  370. 370. Recommended Reading 370
  371. 371. On the Record…Online www.ontherecordpodcast.com 371
  372. 372. Thank You 372
  373. 373. Contact Info (310) 455-4000 Phone eric[at]ericschwartzman[dot]com [ ] [ ] Email ericschwartzman.com Website ontherecordpodcast.com p Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman / Facebook linkedin.com/in/schwartzman Linkedin 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/3.0 373

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