New Media PR Boot Camp – Day Two




     Instructor: @EricSchwartzman
                2010
               Day Two
Search Engine Optimization




                             2
State of Search and the Net




   3 billion – Daily Google searches processed
   230 million – American with Net access...
Secret Formula




                 4
Objective of SEO




             Leverage
            Content to
             Generate
           Transactions


        ...
Optimization vs. Marketing

                             SEM




                             SEO




                    ...
Pro Bono SEM for 501cs




                         7
Acting Like a Publisher




           Editorial and
            Advertising
             Content
                        ...
First Rule of Search Engine Optimization




                                           9
Get Other Sites to Links to You




                                  10
Case Study: Organic Blog Optimization




                                        11
Case Study: Inbound Links




                            12
Case Study: Tracking Inbounds




                                13
Case Study: Search Results




                             14
Case: Fewer Inbounds, Higher Rank?




                                     15
Case Study: Evaluating Inbounds




                                  16
Citation Indexing



                                                  SEOed Site
                                        ...
Three Steps to Measuring Blogger Influence




    Source: Coca-Cola Conversation

                                       ...
Step 1: Inbound Links




     Source: Yahoo! Site Explorer
                                    19
Step 2: Site Rank




Source: Alexa       20
Step 3: Conversation Starters




Source: Blogpulse Conversation Tracker


                                         21
Additional Measurement Resources




                                   22
Brief and Concise




                    23
Writing for Search

          Wit, irony, humor and style

          Clever titles and headlines

          Search engine ...
Keyword Discovery: Related Searches




                                      25
Keyword Discovery: Wonder Wheel




                                  26
Defining Global Challenges




                             27
Keyword Discovery: External Keyword Tool




                                           28
Quantity vs. Quality




                       29
Search Volume




                30
Understanding Google Trends: Demand




                                      31
Understanding Google Trends: Demand




                                      32
Search Trends




    Source: Google Trends   33
Obama Effect?




                34
Examining Global Challenges by Region




                                        35
Search Trends – Popular Language




    Source: America.gov
                                   36
Additional Search Volume Resources




                                     37
Intro to Meta Data




                     38
Finding Meta Data




                    39
Title Tags

             1. Title Tag in Web Page HTML (View > Source in a Browser)




                          2. Title...
Generic Title Tags




                     41
Meta Page Descriptions


       1. Meta Description in Web Page HTML (View > Source in a Browser)




                  2....
Why Meta Descriptions Matter




                               Source: Eyetrack 3



                                    ...
Dynamic Meta Page Descriptions




                                 44
Spying through Meta Keywords




                               45
Press Release Search Engine Optimization




                                     By SEO-PR




                          ...
Online Newsroom Search Engine Optimization




                                             47
PDF Search Engine Optimization




                                 48
Flash Search Engine Optimization




                                   49
Exercise: Launch a Blog




                          50
Exercise: Blog a Photo




                         51
Exercise: Blog a Video




                         52
Exercise: Blog a Google Gadget




                                 53
Exercise: Share This




                       54
Exercise: Blog a Third Party Widget




                                      55
Adding Ecommerce




                   56
Respecting Usability




 • Ease of use
 • Clarity and brevity
 • Easy to read
 • Can’t consume what you can’t find
 • On ...
Online Audio and Video




                    podcast




     download                 webcast




                     ...
Podcasts




           59
Podcasts Defined



    Types of Podcasts:
       •Repurposed Electronic Media
       •Print MSM Extensions
       •Origin...
Global Podcast Audience




                      Wave.3 Universal McCann Study 2008 [PDF]


                             ...
Global Podcast Audience Growth




                   Wave.3 Universal McCann Study 2008 [PDF]

                          ...
Global Podcast Audience Growth




                   Wave.3 Universal McCann Study 2008 [PDF]

                          ...
Finding Podcasts through Show Notes




                                      64
iTunes as a Podcatcher
                         Finding
                         podcasts in
                         iTun...
Distributing Through iTunes




                              66
Podcast in iTunes




                    67
RSS 2.0 Feed with Enclosures




                               68
Podcast Production




                     69
Podcast Production




                     70
Podcast Production




                     71
Podcast Production




                     72
Development and Production



Should you podcast?

Selecting the subject matter

Finding your voice view

Intros and outro...
Podcast Production


  • Recording live interviews



  • Recording phone interviews



  • Editing



  • ID3 tagging



...
ID3 Tagging




              75
Audio & Video Syndication



 RSS enabling podcasts



 Blogging podcasts



 Promoting RSS feeds



 Measuring your impac...
Promoting Podcasts: Signature Blocks




                                       77
Promotion Podcasts: Email Marketing




                                      78
Promotion Podcasts: iPhone Apps




                                  Source: www.isites.us
                              ...
Promoting Podcasts: PNRs




                           80
Promoting Podcasts: SEOed Press Release




                                          81
Promoting Podcasts: Industry Awards




                                      82
Implementation Recommendations




    Integrate Flash Streaming
    Use Flash Streaming Strategically
    Consider Off...
Who is Podcasting: Case Study




            Who is Podcasting?




                                 84
Case Study: LA Opera – B to C


Challenge: Help the LA Opera build stronger relationships with
  its existing subscribers ...
Case Study: APM Music




                        86
Case Study: APM Music




                        87
Case Study: APM Music




                        88
Case Study: APM Music




                        89
Case Study: Starbucks




                        90
Case Study: Starbucks




                        91
Online Video: Reach and Frequency in the U.S.

• More than 170 million U.S.
  Internet users watched
  online video during...
Online Video: Audience by Brand




         Source: Nielsen Online [PDF]

                                        Source:...
YouTube: Community Mapping



                               Online
                             Influencer




   “Early
...
Shooting Video: Streaming Gear




                                 95
Shooting Video: Flip




                       96
Shooting Video: HD Portable Gear




Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i   Sennheiser Camcorder Wireless Bo...
Direct to Consumers




                      98
Online Video: Internal Communications




                                        99
Naked Conversations



     “Formality suppresses dialogue; informality
  encourages it. Formal conversations and
  presen...
Online Video: Internal/External Communications




                                             101
Online Video: Marie Digby




                            102
Online Video: Marie Digby




                            103
Online Video: Marie Digby




                            104
Blog Response: Marie Digby




                             105
Blog Comments: Marie Digby




                             106
Audio and Video: Strategic Recap



  • Deliver on the needs of an underserved audience

  • Give listeners something they...
Social Networking




                    Image by: Luc Legay

                                          108
Global Social Networking Penetration




                                       109
Global Social Networking by Brand




  Source: Vinco’s Blog




                                    110
Global Social Networking Usage




                                 111
Social Networking 101

 • Profiles:

     Personal vs. professional
     Profiles pics

 • Connections:

     Friends, ...
US Social Networking by Brand




               • Facebook                           78%
               • MySpace        ...
Facebook by the Numbers




                             •   12x growth since opening to
                                 ...
Social Networking: Facebook




                              115
Facebook Apps


                Raise Money
                on Facebook




Facebook Apps
    Option




                 ...
Facebook Apps: Social Impact of Causes




                                         117
Facebook Apps: Donation as Social Object




Causes makes it easy
 for me to share my
 contributions with
     my friends
...
Widgets




          119
Social Networking: Custom URLs




                                 120
Social Networking: Facebook Company Pages




                                            121
Case Study: Nestle’s Streisand Effect




                                        122
Social Networking: MySpace




      Back End               Front End

                                         123
Social Networking: Linked In




                               124
Social Networking: Linked In Groups




                                      125
Social Networking: Object-Oriented




                                     126
Social Networking: White Label Platforms




                                           127
Social Networking Platform




                             128
Social Networking Case Study: SAP




                            About the SAP Community Network
                        ...
Value of Social Networking to Individuals




   Excerpts:
   •Each little update — each individual bit of social informat...
Value of Social Networks to Organizations



  • Promote peer to peer communications

  • Conduct edgework

  • Improve pe...
Social Networking: Strategic Decisions


• Edgework

    Tap influencers
    Internal vs. External Influencers
    Dive...
Social Networking: Strategic Decisions (cont’d)



• Policy Guidelines

   Practical and reasonable
   Specificity tailo...
What Makes a Good Community Manager?




           • Knowledgeable
           • Positive
           • Supportive
        ...
Recommended Reading




                      135
On the Record…Online




                       www.ontherecordpodcast.com   136
Contact Info


                          (310) 455-4000                                            Phone

                ...
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Social Media Boot Camp, Chicago June 17, 2010

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Social Media Boot Camp, Chicago June 17, 2010

  1. 1. New Media PR Boot Camp – Day Two Instructor: @EricSchwartzman 2010 Day Two
  2. 2. Search Engine Optimization 2
  3. 3. 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 3
  4. 4. Secret Formula 4
  5. 5. Objective of SEO Leverage Content to Generate Transactions 5
  6. 6. Optimization vs. Marketing SEM SEO 6
  7. 7. Pro Bono SEM for 501cs 7
  8. 8. Acting Like a Publisher Editorial and Advertising Content 8
  9. 9. First Rule of Search Engine Optimization 9
  10. 10. Get Other Sites to Links to You 10
  11. 11. Case Study: Organic Blog Optimization 11
  12. 12. Case Study: Inbound Links 12
  13. 13. Case Study: Tracking Inbounds 13
  14. 14. Case Study: Search Results 14
  15. 15. Case: Fewer Inbounds, Higher Rank? 15
  16. 16. Case Study: Evaluating Inbounds 16
  17. 17. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 17
  18. 18. Three Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 18
  19. 19. Step 1: Inbound Links Source: Yahoo! Site Explorer 19
  20. 20. Step 2: Site Rank Source: Alexa 20
  21. 21. Step 3: Conversation Starters Source: Blogpulse Conversation Tracker 21
  22. 22. Additional Measurement Resources 22
  23. 23. Brief and Concise 23
  24. 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” 24
  25. 25. Keyword Discovery: Related Searches 25
  26. 26. Keyword Discovery: Wonder Wheel 26
  27. 27. Defining Global Challenges 27
  28. 28. Keyword Discovery: External Keyword Tool 28
  29. 29. Quantity vs. Quality 29
  30. 30. Search Volume 30
  31. 31. Understanding Google Trends: Demand 31
  32. 32. Understanding Google Trends: Demand 32
  33. 33. Search Trends Source: Google Trends 33
  34. 34. Obama Effect? 34
  35. 35. Examining Global Challenges by Region 35
  36. 36. Search Trends – Popular Language Source: America.gov 36
  37. 37. Additional Search Volume Resources 37
  38. 38. Intro to Meta Data 38
  39. 39. Finding Meta Data 39
  40. 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 40
  41. 41. Generic Title Tags 41
  42. 42. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 42
  43. 43. Why Meta Descriptions Matter Source: Eyetrack 3 43
  44. 44. Dynamic Meta Page Descriptions 44
  45. 45. Spying through Meta Keywords 45
  46. 46. Press Release Search Engine Optimization By SEO-PR 46
  47. 47. Online Newsroom Search Engine Optimization 47
  48. 48. PDF Search Engine Optimization 48
  49. 49. Flash Search Engine Optimization 49
  50. 50. Exercise: Launch a Blog 50
  51. 51. Exercise: Blog a Photo 51
  52. 52. Exercise: Blog a Video 52
  53. 53. Exercise: Blog a Google Gadget 53
  54. 54. Exercise: Share This 54
  55. 55. Exercise: Blog a Third Party Widget 55
  56. 56. Adding Ecommerce 56
  57. 57. 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 57
  58. 58. Online Audio and Video podcast download webcast 58
  59. 59. Podcasts 59
  60. 60. Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 60
  61. 61. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 61
  62. 62. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 62
  63. 63. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 63
  64. 64. Finding Podcasts through Show Notes 64
  65. 65. iTunes as a Podcatcher Finding podcasts in iTunes Submitting podcasts 65
  66. 66. Distributing Through iTunes 66
  67. 67. Podcast in iTunes 67
  68. 68. RSS 2.0 Feed with Enclosures 68
  69. 69. Podcast Production 69
  70. 70. Podcast Production 70
  71. 71. Podcast Production 71
  72. 72. Podcast Production 72
  73. 73. Development and Production 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 73
  74. 74. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 74
  75. 75. ID3 Tagging 75
  76. 76. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 76
  77. 77. Promoting Podcasts: Signature Blocks 77
  78. 78. Promotion Podcasts: Email Marketing 78
  79. 79. Promotion Podcasts: iPhone Apps Source: www.isites.us 79
  80. 80. Promoting Podcasts: PNRs 80
  81. 81. Promoting Podcasts: SEOed Press Release 81
  82. 82. Promoting Podcasts: Industry Awards 82
  83. 83. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 83
  84. 84. Who is Podcasting: Case Study Who is Podcasting? 84
  85. 85. Case Study: LA Opera – B to C 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. 85
  86. 86. Case Study: APM Music 86
  87. 87. Case Study: APM Music 87
  88. 88. Case Study: APM Music 88
  89. 89. Case Study: APM Music 89
  90. 90. Case Study: Starbucks 90
  91. 91. Case Study: Starbucks 91
  92. 92. 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 92
  93. 93. Online Video: Audience by Brand Source: Nielsen Online [PDF] Source: On the Record…Online 93
  94. 94. YouTube: Community Mapping Online Influencer “Early Childhood Education” community members 94
  95. 95. Shooting Video: Streaming Gear 95
  96. 96. Shooting Video: Flip 96
  97. 97. Shooting Video: HD Portable Gear Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere 97
  98. 98. Direct to Consumers 98
  99. 99. Online Video: Internal Communications 99
  100. 100. 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 100
  101. 101. Online Video: Internal/External Communications 101
  102. 102. Online Video: Marie Digby 102
  103. 103. Online Video: Marie Digby 103
  104. 104. Online Video: Marie Digby 104
  105. 105. Blog Response: Marie Digby 105
  106. 106. Blog Comments: Marie Digby 106
  107. 107. 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 107
  108. 108. Social Networking Image by: Luc Legay 108
  109. 109. Global Social Networking Penetration 109
  110. 110. Global Social Networking by Brand Source: Vinco’s Blog 110
  111. 111. Global Social Networking Usage 111
  112. 112. Social Networking 101 • Profiles:  Personal vs. professional  Profiles pics • Connections:  Friends, followers, contacts  Community mapping • Conversations:  Posts, comments, ratings, status updates  Seizing the moment via keywords and search • Syndication  Facebook and Twitter Mobile Apps 112
  113. 113. US Social Networking by Brand • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 113
  114. 114. 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 Source: Inside Facebook 114
  115. 115. Social Networking: Facebook 115
  116. 116. Facebook Apps Raise Money on Facebook Facebook Apps Option 116
  117. 117. Facebook Apps: Social Impact of Causes 117
  118. 118. Facebook Apps: Donation as Social Object Causes makes it easy for me to share my contributions with my friends 118
  119. 119. Widgets 119
  120. 120. Social Networking: Custom URLs 120
  121. 121. Social Networking: Facebook Company Pages 121
  122. 122. Case Study: Nestle’s Streisand Effect 122
  123. 123. Social Networking: MySpace Back End Front End 123
  124. 124. Social Networking: Linked In 124
  125. 125. Social Networking: Linked In Groups 125
  126. 126. Social Networking: Object-Oriented 126
  127. 127. Social Networking: White Label Platforms 127
  128. 128. Social Networking Platform 128
  129. 129. Social Networking Case Study: SAP About the SAP Community Network 129
  130. 130. Value of Social Networking to 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. 130
  131. 131. Value of Social Networks to Organizations • Promote peer to peer communications • Conduct edgework • Improve performance • Educate customers, partners and employees • Shorten time to market • Respond faster to change • Lower COGS 131
  132. 132. Social Networking: Strategic Decisions • Edgework  Tap influencers  Internal vs. External Influencers  Diversity • Public vs. Private  Is the topic of discussion a differentiator?  Could exclusivity help with your edgework?  Will the discussion be forward looking?  Will the discussion involve regulatory matters? 132
  133. 133. Social Networking: Strategic Decisions (cont’d) • Policy Guidelines  Practical and reasonable  Specificity tailored to sophistication of members • Branded vs. Unbranded  Addressable market and potential community size?  Cost, staffing, legal and process  Working through associations or industry consortiums 133
  134. 134. What Makes a Good Community Manager? • Knowledgeable • Positive • Supportive • Tolerant 134
  135. 135. Recommended Reading 135
  136. 136. On the Record…Online www.ontherecordpodcast.com 136
  137. 137. Contact Info (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin 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/3.0 137
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