Social Media Boot Camp 20110128

Social Media Boot Camp @EricSchwartzman Introductory Social Media Training Seminar Las Vegas– Jan. 28, 2011 Day TwoCopyright 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

Search Engine Optimization 2

Page Rank is the New PR 3

State of Search and the Net   10 billion – Monthly 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 4

Optimization vs. Marketing SEM SEO 5

This isn’t SEO 6

This is SEO 7

Search and Reputation 8

Keywords For Immediate Discovery  Transparency expectations  Patience thresholds  Listen  Anticipate  Respond Photo by Juandazeng 9

Secret Formula 10

Objective of SEO Leverage Content to Generate Transactions 11

What Works 12

First Rule of Search Engine Optimization 13

Get Other Sites to Links to You 14

Case Study: Organic Blog Optimization 15

Case Study: Inbound Links 16

Case Study: Tracking Inbounds 17

Case Study: Search Results 18

Case: Fewer Inbounds, Higher Rank? 19

Case Study: Evaluating Inbounds 20

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 SearchSection: “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 Pitneyloved 1960’s singer”Headline: “It’s Chemistry Over Pedigree as Gators Headline: “Gators Cap Run with First Title”Roll to First Title” 21

Brief and Concise 22

Finding Meta Data 23

Google Instant 24

Facebook vs. Google 25

Who is More Influential? vs. 26

Step 1: Inbound Links Source: Yahoo! Site Explorer 27

Step 2: Site RankSource: Alexa 28

Step 3: Conversation StartersSource: Blogpulse Conversation Tracker 29

Step 4: Traffic 30

PDF Search Engine Optimization 31

Flash Search Engine Optimization 32

Break 33

Exercise: Launch a Blog 34

Exercise: Blog a Photo 35

Exercise: Blog a Video 36

Exercise: Blog a Google Gadget 37

Exercise: Blog a Third Party Widget 38

Adding Ecommerce 39

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 •  10% of design budget on usability will double site’s results Jakob Nielsen 40

Lunch 41

Time Spent on Email Declines Source: Nielsen 42

Social Networking vs. Email Source: TNS Digital Life Study, Oct. 10, 2010 43

Most Competitive Channel 44

Links vs. Attachments 45

Email Risks 46

Email Risks: Blogger Fights Back unique visitor to lifehacker.com 47

Reverse Engineering Media Contact Lists 48

Jedi List Synchronization 49

Online Audio and Video podcast download webcast 50

Podcasts 51

Podcasts Defined Types of Podcasts: • Repurposed Electronic Media • Print MSM Extensions • Originally Produced 52

Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 53

Finding Podcasts through Show Notes 54

iTunes as a Podcatcher Finding podcasts in iTunes Submi3ng podcasts 55

Distributing Through iTunes 56

Podcast in iTunes 57

RSS 2.0 Feed with Enclosures 58

Podcast Production 59

Podcast Production 60

Development and ProductionShould you podcast?Selecting the subject matterFinding your voice viewIntros and outrosMusic options: Podsafe & APM viewSearch engine optimization viewShow notes viewA word on copyright view 61

Podcast Production •  Recording live interviews •  Recording phone interviews •  Editing •  ID3 tagging Levelator 62

ID3 Tagging 63

Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 64

Promoting Podcasts: Signature Blocks 65

Promotion Podcasts: Email Marketing 66

Promoting Podcasts: PNRs 67

Promoting Podcasts: SEOed Press Release 68

Promoting Podcasts: Industry Awards 69

Implementation Recommendations   Integrate Flash Streaming   Use Flash Streaming Strategically   Consider Offering a “Best of Episode” 70

Who is Podcasting: Case Study Who is Podcasting? 71

Case Study: LA Opera – B to CChallenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers by giving audiences a rare, behind the scene look into one the world’s leading opera companies.Strategy: Told through the perspective of the director of the company’s latest production, profile the relationships between the incomparable creative talents collaborating and the production process.Results: LA Opera is the world’s first opera company to 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 Reporter. 72

Case Study: APM Music 73

Case Study: Starbucks 77

Case Study: Starbucks 78

Online Video: Reach and Frequency in the U.S.•  More than 170 million U.S. Internet users watched online video during the month.•  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 79

Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 80

Filtering YouTube Use “quotes” for an exact phrase match Sort by view count to iden8fy most popular content Mapping YouTube’s“Early Childhood Educa8on” community 81

YouTube: Community Mapping Online Inﬂuencer “Early Childhood Educa8on” community members 82

Shooting Video: Streaming Gear 83

Shooting Video: Flip 84

Shooting Video: HD Portable GearSanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-packCamcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere 85

Online Video: Internal Communications 86

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 87

Speed of Engagement: IDF Flotilla Raid View Count 88

Speed of Engagment: User Generated Commentary View Count 89

Speed of Engagement: IDF Public Affairs Response View Count 90

Speed of Engagement: White House Commentary “The reality is you cannot operate in this environment passively,” said David Axelrod, the president’s senior adviser. “If you do, the coverage and events will be shaped for you. Things that may seem like trivial distinctions can become large problems in terms of communications unless you’re aggressive about engaging. We didn’t create the environment. We didn’t make the rules. But we have to live with it.” 91

Case Study: IDF Flotilla Raid Insights •  The public has a short attention span and is resistant to complex explanations, however logical they may be so communicators must learn to drip their message into status updates. •  The IDF may have completed their military operation successfully, but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State. •  The declassification process puts military forces at a distinct disadvantage. May 29 May 31 June 2 June 3 June 15 BBC (9,765) Al Jazeera (810,494) CBS (273) Young Turks (60,674) IDF PA (10,168) Flotilla Choir (2,366,155) NEWS PEAK COMMENTARY PEAK 92

Speed of Engagement: Most Viewed Video 93

Speed of Engagement: Lessons Learned •  Speed is relevancy •  Entertainment trumps news and information •  Linear content poses practical challenges 94

Tools for Maneuvering: Dealing with Linear Content 95

Online Video: Internal/External Communications 96

Does Trust Matter? 97

ROI of Trust Source: 2009 Edelman Trust Barometer 98

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. •  May not be well suited for breaking news 99

Break @ontherecord facebook.com/ontherecordonline Link in iTunes 100

Social Networking Image by: Luc Legay 101

Social Networking is Global Source: TNS Digital Life Study, Oct. 10, 2010 102

Reputation Management on Social Networks 103

Privacy Concerns in the US are Declining 104

Twitter, FB & Email: Purchase & Recommendation Intent 105

SNS Users and Identity 106

US Social Networking Demographics 107

US Social Network Ad Spending 108

US Social Network Ad Spending 109

World Map of Social Networks Source: Vinco’s Blog 110

Intro to Facebook 111

Facebook by the Numbers•  500 million users•  22% of all internet users•  11% of time spent online•  500 billion minutes permonth•  25 billion status updatesper month•  70 status updates permonth, per user Source: Mashable 112

Social Networking: Facebook 113

Facebook Apps: Social Impact of Causes 114

Facebook Apps: Donation as Social ObjectCauses makes it easy for me to share my contribu8ons with my friends 115

Facebook: Custom URLs 116

Facebook: Building Your Network 117

Facebook: Privacy Settings 120

Facebook: Privacy Settings Select “Custom” option to access the “Only Me” Setting 121

Facebook: Memorializing a Deceased Member http://www.facebook.com/help/contact.php?show_form=deceased 122

Facebook Page Wall Settings 123

Facebook Page Wall Settings 124

Exercise: Facebook Page & Custom Tabs 125

Best Time to Facebook Sept. 20, 2010 Vitrue Study [PDF] 126

Understanding Facebook: Insights Source: Facebook Presentation “Working Together to Build Social News” 127

Facebook: Goals Source: Facebook Presentation “Working Together to Build Social News” 128

Facebook: Results Source: Facebook Presentation “Working Together to Build Social News” 129

Facebook: Traffic Source: Facebook Presentation “Working Together to Build Social News” 130

Facebook: What’s Most Engaging? Source: Facebook Presentation “Working Together to Build Social News” 131

Facebook: Reach a Younger Audience Source: Facebook Presentation “Working Together to Build Social News” 132

Altimeter Group’s Recent Report 133

Building Community through Software 134

Most Trusted ID Verification Services 135

Filtering Facebook 136

Facebook Case Study: Greenpeace Attacks Nestle 137

Facebook Case Study: Greenpeace Attacks Nestle 138

Facebook Case Study: Deepwater Horizon Dealing with High-Levels of Feedback 139

Deepwater Horizon Online Comms Briefing 140

Facebook Measurement 141

Facebook Measurement: SiteCatalyst 142

Value of Facebook and Twitter Individuals Excerpts: • Each little update — each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets 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 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. 143

Social Networking: MySpace Back End Front End 144

Social Networking: Linked In 145

Social Networking: Linked In Groups 146

Social Networking: Object-Oriented 147

Social Networking Case Study: SAP About the SAP Community Network 148

Value of Social Networks to Organizations •  Promote peer-to-peer communications •  Conduct edgework •  Improve product performance •  Educate customers, partners and employees •  Shorten sales cycles •  Respond faster to change •  Lower COGS 149

Social Networking: Strategic Decisions•  Edgework: Activating Communuities   Tap influencers   Internal vs. External Influencers   Diversity•  Public vs. Private Social Networks   Is the topic seen as a competitive differentiator?   Anonymous socnets get more comment spam.   Will the discussion be forward looking?   Will the discussion involve regulatory matters? 150

Social Networking: Strategic Decisions (cont’d)•  Policy Guidelines   Are your guidelines practical and reasonable?   Is your policy tailored to sophistication of your potential community members?•  Branded vs. Unbranded   Addressable market and potential community size?   Cost, staffing, legal and process   Working through associations or industry consortiums 151

What Makes a Good Community Manager? •  Knowledgeable •  Positive •  Supportive •  Tolerant 152

PSNH Case Study: Process Detail 153

Social Media Case Study: PSNH Organizational CommunicationsTwitter Destination Website YouTube & Flickr Customer News Media Constituents Service 154

Download the Decks http://www.ericschwartzman.com/pr/schwartzman/training-course-presentations.aspx 155

Download the Decks http://www.slideshare.net/EricSchwartzman 156

Social Media Boot Camp 20110128

by Eric Schwartzman

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