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Social Media and New Media Workshop (FSI) PY363 - Day 3

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Social Media and New Media Workshop (FSI) PY363 - Day 3 - Presentation Transcript

  1. New Media and Social Media Workshop Tsevis Foreign Service Institute – Department of State School of Professional and Area Studies Public Diplomacy Division Director: Matthew Lussenhop Instructors: Chris Degnan, Matthew Lussenhop, Eric Schwartzman Course Number PY363 July 17, 2009
  2. Housekeeping • Breaks and Lunch • Cell Phones • Introductory Course • Technical Problems • Curriculum • Handouts are Digital • Twitter Hashtag #sm@state • Spam Email Account • Web Browsers 2
  3. 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 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. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 16
  17. Three Steps to Measuring Blogger Influence Source: Mountain Runner Blog 17
  18. Step 1: Community Mapping Source: Kartoo 18
  19. Step 2: Inbound Links Source: Yahoo! Site Explorer 19
  20. Step 2: Site Rank Source: Technorati 20
  21. Step 3: BlogPulse Conversation Tracker Source: Blogpulse Conversation Tracker 21
  22. Additional Measurement Resources 22
  23. Additional Measurement Resources Market Trends 23
  24. Brief and Concise 24
  25. 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” 25
  26. Keyword Discovery 26
  27. Understanding Google Trends: Demand 27
  28. Understanding Google Trends: Demand 28
  29. Search Trends Source: Google Trends 29
  30. Obama Effect? 30
  31. Examining Global Challenges by Region 31
  32. Search Trends – Popular Language Source: America.gov 32
  33. Additional Search Volume Resources 33
  34. Keyword Discovery: Related Searches 34
  35. Keyword Discovery: Wonder Wheel 35
  36. Defining Global Challenges 36
  37. Keyword Discovery: External Keyword Tool 37
  38. Quantity vs. Quality 38
  39. Intro to Meta Data 39
  40. Finding Meta Data 40
  41. 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 41
  42. Generic Title Tags 42
  43. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 43
  44. Why Meta Descriptions Matter Source: Eyetrack 3 44
  45. Dynamic Meta Page Descriptions 45
  46. Spying through Meta Keywords 46
  47. Spying through Keywords Density Analysis 47
  48. 1. Check for Title Tags 48
  49. 2. Check for Meta Page Descriptions 49
  50. 3. Check for Dynamic Meta Content 50
  51. 4. Check for Summary Blurbs 51
  52. 5. Search Press Release Headlines 52
  53. Search Friendly Newsroom HTML 53
  54. PDFs and Search 54
  55. Flash and Search 55
  56. Social Bookmarking 56
  57. Favorites use Title Tags 57
  58. Social Bookmarking 58
  59. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 59
  60. Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 60
  61. Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 61
  62. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 62
  63. User Ratings 63
  64. Social News Site: Digg 64
  65. Social Bookmarking: Digg 65
  66. Social Networking Image by: Luc Legay 66
  67. Global Social Networking Penetration 67
  68. Global Social Networking Penetration Growth 68
  69. Corporate Social Networking Adoption 69
  70. Global Social Networking Brand 70
  71. Social Networking – Usage Trends 71
  72. Social Networking: US Communities by Popularity • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 72
  73. Social Networking: MySpace Back End Front End 73
  74. Social Networking: Facebook 74
  75. Social Networking: Custom URLs 75
  76. Social Networking: Facebook Company Pages 76
  77. Social Networking: Facebook Company Pages 77
  78. Social Networking: Facebook Company Pages 78
  79. 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 79
  80. Case Study: HSBC 80
  81. Social Networking: Linked In 81
  82. Social Networking: Linked In Groups 82
  83. Social Networking: Niche Nets 83
  84. Social Networking: Niche Nets 84
  85. Social Networking: Niche Nets 85
  86. Social Networking: White Label Platforms 86
  87. Social Networking: White Label Platforms 87
  88. Social Networking: ExchangesConnect 88
  89. Social Networking Aggregators 89
  90. Social Networking Aggregators 90
  91. Social Networking Mash-Ups 91
  92. 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 92
  93. 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 93
  94. PSNH Case Study: Process Detail 94
  95. New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 95
  96. Wikipedia 96
  97. Wikipedia – From Marketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 97
  98. Wikipedia – From Marketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 98
  99. Wikipedia – From Marketing Sherpa Getting Errors Fixed Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 99
  100. Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 100
  101. Wikipedia Hall of Shame 101
  102. Monsanto Edits Michael Moore 102
  103. US DoJ Obfuscates Bush Criticism 103
  104. Wisdom of the Chaperones 104
  105. Chris Wilson On the Record…Online 105
  106. 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 106
  107. Help Yourself 107
  108. 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/3.0 108

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