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

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The first day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 15, 2009.

The first day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 15, 2009.

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

  • 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
  • Housekeeping • Breaks and Lunch • Cell Phones • Introductory Course • Technical Problems • Curriculum • Handouts are Digital • Twitter Hashtag #sm@state • Spam Email Account • Web Browsers 2
  • 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
  • Secret Formula 4
  • Objective Leverage Content to Generate Transactions 5
  • Optimization vs. Marketing SEM SEO 6
  • Acting Like a Publisher Editorial and Advertising Content 7
  • First Rule of Search Engine Optimization 8
  • Citation Indexing 9
  • Case Study: Organic Blog Optimization 10
  • Case Study: Inbound Links 11
  • Case Study: Tracking Inbounds 12
  • Case Study: Search Results 13
  • Case: Fewer Inbounds, Higher Rank? 14
  • Case Study: Evaluating Inbounds 15
  • Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 16
  • Three Steps to Measuring Blogger Influence Source: Mountain Runner Blog 17
  • Step 1: Community Mapping Source: Kartoo 18
  • Step 2: Inbound Links Source: Yahoo! Site Explorer 19
  • Step 2: Site Rank Source: Technorati 20
  • Step 3: BlogPulse Conversation Tracker Source: Blogpulse Conversation Tracker 21
  • Additional Measurement Resources 22
  • Additional Measurement Resources Market Trends 23
  • Brief and Concise 24
  • 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
  • Keyword Discovery 26
  • Understanding Google Trends: Demand 27
  • Understanding Google Trends: Demand 28
  • Search Trends Source: Google Trends 29
  • Obama Effect? 30
  • Examining Global Challenges by Region 31
  • Search Trends – Popular Language Source: America.gov 32
  • Additional Search Volume Resources 33
  • Keyword Discovery: Related Searches 34
  • Keyword Discovery: Wonder Wheel 35
  • Defining Global Challenges 36
  • Keyword Discovery: External Keyword Tool 37
  • Quantity vs. Quality 38
  • Intro to Meta Data 39
  • Finding Meta Data 40
  • 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
  • Generic Title Tags 42
  • Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 43
  • Why Meta Descriptions Matter Source: Eyetrack 3 44
  • Dynamic Meta Page Descriptions 45
  • Spying through Meta Keywords 46
  • Spying through Keywords Density Analysis 47
  • 1. Check for Title Tags 48
  • 2. Check for Meta Page Descriptions 49
  • 3. Check for Dynamic Meta Content 50
  • 4. Check for Summary Blurbs 51
  • 5. Search Press Release Headlines 52
  • Search Friendly Newsroom HTML 53
  • PDFs and Search 54
  • Flash and Search 55
  • Social Bookmarking 56
  • Favorites use Title Tags 57
  • Social Bookmarking 58
  • Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 59
  • Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 60
  • Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 61
  • Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 62
  • User Ratings 63
  • Social News Site: Digg 64
  • Social Bookmarking: Digg 65
  • Social Networking Image by: Luc Legay 66
  • Global Social Networking Penetration 67
  • Global Social Networking Penetration Growth 68
  • Corporate Social Networking Adoption 69
  • Global Social Networking Brand 70
  • Social Networking – Usage Trends 71
  • Social Networking: US Communities by Popularity • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 72
  • Social Networking: MySpace Back End Front End 73
  • Social Networking: Facebook 74
  • Social Networking: Custom URLs 75
  • Social Networking: Facebook Company Pages 76
  • Social Networking: Facebook Company Pages 77
  • Social Networking: Facebook Company Pages 78
  • 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
  • Case Study: HSBC 80
  • Social Networking: Linked In 81
  • Social Networking: Linked In Groups 82
  • Social Networking: Niche Nets 83
  • Social Networking: Niche Nets 84
  • Social Networking: Niche Nets 85
  • Social Networking: White Label Platforms 86
  • Social Networking: White Label Platforms 87
  • Social Networking: ExchangesConnect 88
  • Social Networking Aggregators 89
  • Social Networking Aggregators 90
  • Social Networking Mash-Ups 91
  • 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
  • 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
  • PSNH Case Study: Process Detail 94
  • New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 95
  • Wikipedia 96
  • Wikipedia – From Marketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 97
  • Wikipedia – From Marketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 98
  • 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
  • Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 100
  • Wikipedia Hall of Shame 101
  • Monsanto Edits Michael Moore 102
  • US DoJ Obfuscates Bush Criticism 103
  • Wisdom of the Chaperones 104
  • Chris Wilson On the Record…Online 105
  • 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
  • Help Yourself 107
  • 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