0
Social Media Boot Camp
@EricSchwartzman
Day Two – Sept. 23, 2010
2
Search Engine Optimization
3
Page Rank is the New PR
4
State of Search and the Net
 3 billion – Daily Google searches processed
 230 million – American with Net access
 93%...
5
Search and Reputation
6
SNS Users and Identity
7
Privacy Concerns are Declining
8
Reputation Management on Social Networks
9
Keywords For Immediate Discovery
 Transparency expectations
 Patience thresholds
 Listen
 Anticipate
 Respond
Photo...
10
Secret Formula
11
Objective of SEO
Leverage
Content to
Generate
Transactions
12
Google Instant
13
Optimization vs. Marketing
SEM
SEO
14
This isn’t SEO
15
This is SEO
16
Pro Bono SEM for 501cs
17
Acting Like a Publisher
Editorial and
Advertising
Content
18
First Rule of Search Engine Optimization
19
Get Other Sites to Links to You
20
Case Study: Organic Blog Optimization
21
Case Study: Inbound Links
22
Case Study: Tracking Inbounds
23
Case Study: Search Results
24
Case: Fewer Inbounds, Higher Rank?
25
Case Study: Evaluating Inbounds
26
Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing ex...
27
Brief and Concise
28
Who is More Influential?
vs.
29
Step 1: Inbound Links
Source: Yahoo! Site Explorer
30
Step 2: Site Rank
Source: Alexa
31
Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker
32
Step 4: Traffic
33
PDF Search Engine Optimization
34
Flash Search Engine Optimization
35
Break
36
Exercise: Launch a Blog
37
Exercise: Blog a Photo
38
Exercise: Blog a Video
39
Exercise: Blog a Google Gadget
40
Exercise: Blog a Third Party Widget
41
Adding Ecommerce
42
Respecting Usability
• Ease of use
• Clarity and brevity
• Easy to read
• Can’t consume what you can’t find
• On intran...
43
Lunch
44
Online Audio and Video
podcast
webcastdownload
45
Podcasts
46
Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
•Originally Produced
47
Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
48
Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
49
Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
50
Finding Podcasts through Show Notes
51
iTunes as a Podcatcher
Finding
podcasts in
iTunes
Submitting
podcasts
52
Distributing Through iTunes
53
Podcast in iTunes
54
RSS 2.0 Feed with Enclosures
55
Podcast Production
56
Podcast Production
57
Podcast Production
58
Podcast Production
59
Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM...
60
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
Podcast Production
61
ID3 Tagging
62
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio...
63
Promoting Podcasts: Signature Blocks
64
Promotion Podcasts: Email Marketing
65
Promoting Podcasts: PNRs
66
Promoting Podcasts: SEOed Press Release
67
Promoting Podcasts: Industry Awards
68
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a ―Best of Episode‖
Implementation ...
69
Who is Podcasting?
Who is Podcasting: Case Study
70
Challenge: Help the LA Opera build stronger relationships with
its existing subscribers and attract new, younger subscr...
71
Case Study: APM Music
72
Case Study: APM Music
73
Case Study: APM Music
74
Case Study: APM Music
75
Case Study: Starbucks
76
Case Study: Starbucks
77
Online Video: Reach and Frequency in the U.S.
• More than 170 million U.S.
Internet users watched
online video during t...
78
Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
79
Filtering YouTube
Sort by view count to identify most popular content
Use “quotes” for an exact phrase match
Mapping Yo...
80
YouTube: Community Mapping
Online
Influencer
“Early
Childhood
Education”
community
members
81
Shooting Video: Streaming Gear
82
Shooting Video: Flip
83
Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i
Camcorder with 10x Optical Zoom -- ...
84
Online Video: Internal Communications
85
Naked Conversations
“Formality suppresses dialogue; informality
encourages it. Formal conversations and
presentations l...
86
Online Video: Internal/External Communications
87
Online Video: Marie Digby
88
Online Video: Marie Digby
89
Online Video: Marie Digby
90
Blog Response: Marie Digby
91
Blog Comments: Marie Digby
92
Does Trust Matter?
93
ROI of Trust
Source: 2009 Edelman Trust Barometer
94
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
•News content vs...
95
Break
96
Social Networking
Image by: Luc Legay
97
Social Networking 101
• Profiles:
 Personal vs. professional
 Profiles pics
• Connections:
 Friends, followers, cont...
98
Time Spent on Email Declines
Source: Nielsen
99
Twitter, FB & Email: Purchase & Recommendation Intent
100
World Map of Social Networks
Source: Vinco’s Blog
101
Social Networking Demographics
102
US Social Network Ad Spending
103
US Social Network Ad Spending
104
Facebook vs. Google
105
Facebook by the Numbers
• 500 million users
• 22% of all internet users
• 11% of time spent online
• 500 billion minut...
106
Social Networking: Facebook
107
Facebook Apps: Social Impact of Causes
108
Facebook Apps: Donation as Social Object
Causes makes it easy
for me to share my
contributions with
my friends
109
Facebook: Custom URLs
110
Facebook: Building Your Network
111
Facebook: Building Your Network
112
Facebook: Building Your Network
113
Facebook: Privacy Settings
114
Facebook: Privacy Settings
Select “Custom”
option to access
the “Only Me”
Setting
115
Facebook: Memorializing a Deceased Member
http://www.facebook.com/help/contact.php?show_form=deceased
116
Facebook Page Wall Settings
117
Facebook Page Wall Settings
118
Exercise: Facebook Page & Custom Tabs
119
Best Time to Facebook
Sept. 20, 2010 Vitrue Study [PDF]
120
Altimeter Group’s Recent Report
121
Building Community through Software
122
Most Trusted ID Verification Services
123
Filtering Facebook
124
Facebook Case Study: Greenpeace Attacks Nestle
125
Facebook Case Study: Greenpeace Attacks Nestle
126
Facebook Case Study: Deepwater Horizon
Dealing with
High-Levels of
Feedback
127
Deepwater Horizon Online Comms Briefing
128
Facebook Measurement
129
Facebook Measurement: SiteCatalyst
130
Value of Facebook and Twitter Individuals
Excerpts:
•Each little update — each individual bit of social information — ...
131
Social Networking: MySpace
Back End Front End
132
Social Networking: Linked In
133
Social Networking: Linked In Groups
134
Social Networking: Object-Oriented
135
Social Networking Case Study: SAP
About the SAP Community Network
136
Value of Social Networks to Organizations
• Promote peer-to-peer communications
• Conduct edgework
• Improve product p...
137
Social Networking: Strategic Decisions
• Edgework: Activating Communuities
 Tap influencers
 Internal vs. External I...
138
Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
 Are your guidelines practical and reasonable?
 ...
139
What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
140
PSNH Case Study: Process Detail
141
Organizational
Communications
Destination WebsiteTwitter YouTube &
Flickr
News Media ConstituentsCustomer
Service
Soci...
142
Recommended Reading
143
My Podcast
@ontherecord
facebook.com/ontherecordonline
search: on the record…online
144
My Book
PRE ORDER AT
Amazon :: Barnes & Noble :: Borders
145
My Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodc...
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Transcript of "Social Media Boot Camp Boston 2"

  1. 1. Social Media Boot Camp @EricSchwartzman Day Two – Sept. 23, 2010
  2. 2. 2 Search Engine Optimization
  3. 3. 3 Page Rank is the New PR
  4. 4. 4 State of Search and the Net  3 billion – Daily 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
  5. 5. 5 Search and Reputation
  6. 6. 6 SNS Users and Identity
  7. 7. 7 Privacy Concerns are Declining
  8. 8. 8 Reputation Management on Social Networks
  9. 9. 9 Keywords For Immediate Discovery  Transparency expectations  Patience thresholds  Listen  Anticipate  Respond Photo by Juandazeng
  10. 10. 10 Secret Formula
  11. 11. 11 Objective of SEO Leverage Content to Generate Transactions
  12. 12. 12 Google Instant
  13. 13. 13 Optimization vs. Marketing SEM SEO
  14. 14. 14 This isn’t SEO
  15. 15. 15 This is SEO
  16. 16. 16 Pro Bono SEM for 501cs
  17. 17. 17 Acting Like a Publisher Editorial and Advertising Content
  18. 18. 18 First Rule of Search Engine Optimization
  19. 19. 19 Get Other Sites to Links to You
  20. 20. 20 Case Study: Organic Blog Optimization
  21. 21. 21 Case Study: Inbound Links
  22. 22. 22 Case Study: Tracking Inbounds
  23. 23. 23 Case Study: Search Results
  24. 24. 24 Case: Fewer Inbounds, Higher Rank?
  25. 25. 25 Case Study: Evaluating Inbounds
  26. 26. 26 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 hit South Africa’s war on AIDS?‖ Headline: ―Zuma testimony sparks HIV fear‖ Headline: ―Tulsa star: The life and career of much- loved 1960’s singer‖ Headline: ―Obituary: Gene Pitney Headline: ―It’s Chemistry Over Pedigree as Gators Roll to First Title‖ Headline: ―Gators Cap Run with First Title‖
  27. 27. 27 Brief and Concise
  28. 28. 28 Who is More Influential? vs.
  29. 29. 29 Step 1: Inbound Links Source: Yahoo! Site Explorer
  30. 30. 30 Step 2: Site Rank Source: Alexa
  31. 31. 31 Step 3: Conversation Starters Source: Blogpulse Conversation Tracker
  32. 32. 32 Step 4: Traffic
  33. 33. 33 PDF Search Engine Optimization
  34. 34. 34 Flash Search Engine Optimization
  35. 35. 35 Break
  36. 36. 36 Exercise: Launch a Blog
  37. 37. 37 Exercise: Blog a Photo
  38. 38. 38 Exercise: Blog a Video
  39. 39. 39 Exercise: Blog a Google Gadget
  40. 40. 40 Exercise: Blog a Third Party Widget
  41. 41. 41 Adding Ecommerce
  42. 42. 42 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
  43. 43. 43 Lunch
  44. 44. 44 Online Audio and Video podcast webcastdownload
  45. 45. 45 Podcasts
  46. 46. 46 Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced
  47. 47. 47 Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF]
  48. 48. 48 Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF]
  49. 49. 49 Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF]
  50. 50. 50 Finding Podcasts through Show Notes
  51. 51. 51 iTunes as a Podcatcher Finding podcasts in iTunes Submitting podcasts
  52. 52. 52 Distributing Through iTunes
  53. 53. 53 Podcast in iTunes
  54. 54. 54 RSS 2.0 Feed with Enclosures
  55. 55. 55 Podcast Production
  56. 56. 56 Podcast Production
  57. 57. 57 Podcast Production
  58. 58. 58 Podcast Production
  59. 59. 59 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 Development and Production
  60. 60. 60 • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator Podcast Production
  61. 61. 61 ID3 Tagging
  62. 62. 62 RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective Audio & Video Syndication
  63. 63. 63 Promoting Podcasts: Signature Blocks
  64. 64. 64 Promotion Podcasts: Email Marketing
  65. 65. 65 Promoting Podcasts: PNRs
  66. 66. 66 Promoting Podcasts: SEOed Press Release
  67. 67. 67 Promoting Podcasts: Industry Awards
  68. 68. 68  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a ―Best of Episode‖ Implementation Recommendations
  69. 69. 69 Who is Podcasting? Who is Podcasting: Case Study
  70. 70. 70 Challenge: 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. Case Study: LA Opera – B to C
  71. 71. 71 Case Study: APM Music
  72. 72. 72 Case Study: APM Music
  73. 73. 73 Case Study: APM Music
  74. 74. 74 Case Study: APM Music
  75. 75. 75 Case Study: Starbucks
  76. 76. 76 Case Study: Starbucks
  77. 77. 77 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
  78. 78. 78 Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online
  79. 79. 79 Filtering YouTube Sort by view count to identify most popular content Use “quotes” for an exact phrase match Mapping YouTube’s“Early Childhood Education” community
  80. 80. 80 YouTube: Community Mapping Online Influencer “Early Childhood Education” community members
  81. 81. 81 Shooting Video: Streaming Gear
  82. 82. 82 Shooting Video: Flip
  83. 83. 83 Shooting Video: HD Portable Gear Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700 Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
  84. 84. 84 Online Video: Internal Communications
  85. 85. 85 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
  86. 86. 86 Online Video: Internal/External Communications
  87. 87. 87 Online Video: Marie Digby
  88. 88. 88 Online Video: Marie Digby
  89. 89. 89 Online Video: Marie Digby
  90. 90. 90 Blog Response: Marie Digby
  91. 91. 91 Blog Comments: Marie Digby
  92. 92. 92 Does Trust Matter?
  93. 93. 93 ROI of Trust Source: 2009 Edelman Trust Barometer
  94. 94. 94 • 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 Audio and Video: Strategic Recap
  95. 95. 95 Break
  96. 96. 96 Social Networking Image by: Luc Legay
  97. 97. 97 Social Networking 101 • Profiles:  Personal vs. professional  Profiles pics • Connections:  Friends, followers, contacts  Groups  Community mapping • Conversations:  Posts, comments, ratings, status updates, reshares  Seizing the moment via keywords and search • Syndication  Facebook and Twitter Mobile Apps
  98. 98. 98 Time Spent on Email Declines Source: Nielsen
  99. 99. 99 Twitter, FB & Email: Purchase & Recommendation Intent
  100. 100. 100 World Map of Social Networks Source: Vinco’s Blog
  101. 101. 101 Social Networking Demographics
  102. 102. 102 US Social Network Ad Spending
  103. 103. 103 US Social Network Ad Spending
  104. 104. 104 Facebook vs. Google
  105. 105. 105 Facebook by the Numbers • 500 million users • 22% of all internet users • 11% of time spent online • 500 billion minutes per month • 25 billion status updates per month • 70 status updates per month, per user Source: Mashable
  106. 106. 106 Social Networking: Facebook
  107. 107. 107 Facebook Apps: Social Impact of Causes
  108. 108. 108 Facebook Apps: Donation as Social Object Causes makes it easy for me to share my contributions with my friends
  109. 109. 109 Facebook: Custom URLs
  110. 110. 110 Facebook: Building Your Network
  111. 111. 111 Facebook: Building Your Network
  112. 112. 112 Facebook: Building Your Network
  113. 113. 113 Facebook: Privacy Settings
  114. 114. 114 Facebook: Privacy Settings Select “Custom” option to access the “Only Me” Setting
  115. 115. 115 Facebook: Memorializing a Deceased Member http://www.facebook.com/help/contact.php?show_form=deceased
  116. 116. 116 Facebook Page Wall Settings
  117. 117. 117 Facebook Page Wall Settings
  118. 118. 118 Exercise: Facebook Page & Custom Tabs
  119. 119. 119 Best Time to Facebook Sept. 20, 2010 Vitrue Study [PDF]
  120. 120. 120 Altimeter Group’s Recent Report
  121. 121. 121 Building Community through Software
  122. 122. 122 Most Trusted ID Verification Services
  123. 123. 123 Filtering Facebook
  124. 124. 124 Facebook Case Study: Greenpeace Attacks Nestle
  125. 125. 125 Facebook Case Study: Greenpeace Attacks Nestle
  126. 126. 126 Facebook Case Study: Deepwater Horizon Dealing with High-Levels of Feedback
  127. 127. 127 Deepwater Horizon Online Comms Briefing
  128. 128. 128 Facebook Measurement
  129. 129. 129 Facebook Measurement: SiteCatalyst
  130. 130. 130 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.
  131. 131. 131 Social Networking: MySpace Back End Front End
  132. 132. 132 Social Networking: Linked In
  133. 133. 133 Social Networking: Linked In Groups
  134. 134. 134 Social Networking: Object-Oriented
  135. 135. 135 Social Networking Case Study: SAP About the SAP Community Network
  136. 136. 136 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
  137. 137. 137 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?
  138. 138. 138 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
  139. 139. 139 What Makes a Good Community Manager? • Knowledgeable • Positive • Supportive • Tolerant
  140. 140. 140 PSNH Case Study: Process Detail
  141. 141. 141 Organizational Communications Destination WebsiteTwitter YouTube & Flickr News Media ConstituentsCustomer Service Social Media Case Study: PSNH
  142. 142. 142 Recommended Reading
  143. 143. 143 My Podcast @ontherecord facebook.com/ontherecordonline search: on the record…online
  144. 144. 144 My Book PRE ORDER AT Amazon :: Barnes & Noble :: Borders
  145. 145. 145 My Contact Info (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin youtube.com/spinfluencer YouTube slideshare.net/ericschwartzman slideshare 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
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