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
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‖
• 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
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
• Recording live interviews
• Recording phone interviews
• ID3 tagging
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ―Best of Episode‖
Who is Podcasting?
Who is Podcasting: Case Study
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
Case Study: LA Opera – B to C
Online Video: Reach and Frequency in the U.S.
• More than 170 million U.S.
Internet users watched
online video during the
• 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
Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
Sort by view count to identify most popular content
Use “quotes” for an exact phrase match
YouTube: Community Mapping
“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
-Larry Bossidy, CEO, Honeywell
ROI of Trust
Source: 2009 Edelman Trust Barometer
• 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
Social Networking 101
Personal vs. professional
Friends, followers, contacts
Posts, comments, ratings, status updates, reshares
Seizing the moment via keywords and search
Facebook and Twitter Mobile Apps
Time Spent on Email Declines
Facebook by the Numbers
• 500 million users
• 22% of all internet users
• 11% of time spent online
• 500 billion minutes per
• 25 billion status updates
• 70 status updates per
month, per user
Value of Facebook and Twitter Individuals
•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.
Social Networking: MySpace
Back End Front End
Social Networking Case Study: SAP
About the SAP Community Network
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
Social Networking: Strategic Decisions
• Edgework: Activating Communuities
Internal vs. External Influencers
• 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?
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
What Makes a Good Community Manager?
search: on the record…online
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