Social Media Master Class L.A. 2010

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Please visit www.socialmediabootcamp.com for upcoming session dates. [cc] Feel free to use and reuse but please give credit to www.ericschwartzman.com.

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  • Another great stack from a social media guru! The master class really opened my eyes to SEO.

    Thanks to Eric and Ron Ploof for an eye-opening workshop!
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Social Media Master Class L.A. 2010

  1. 1. Social Media Master Class Los Angeles, August 20, 2010 Eric Schwartzman
  2. 2. Housekeeping • Breaks and Lunch • Guest Speaker: Ron Ploof • Handouts are Digital 2
  3. 3. Agenda • SEO Exercise • Audio, Video and Streaming Production • Guest Speaker: Ron Ploof • Content Syndication Tools and Strategies • Mobile Social Networking • Podcast Release and Promotion • Strategic Recap 3
  4. 4. Search Engine Optimization We use search for 4
  5. 5. Search Volume 5
  6. 6. Understanding Google Trends: Demand 6
  7. 7. Search Trends Source: Google Trends 7
  8. 8. Obama Effect? 8
  9. 9. Examining Global Challenges by Region 9
  10. 10. Search Trends – Popular Language Source: America.gov 10
  11. 11. Keyword Volume 11
  12. 12. Keyword Discovery 12
  13. 13. Keyword Discovery 13
  14. 14. Additional Search Volume Resources 14
  15. 15. Case Study: Press Release SEO 15
  16. 16. SEOed Press Release 16
  17. 17. SEOed Press Release 17
  18. 18. SEOed Landing Page 18
  19. 19. Press Release SEO 1) Discovery and validate keywords or keyword clusters 2) Use keywords in headline and in the first 250 words 3) Link keywords to an SEOed landing page on your website 4) Write an original title page and meta page description 5) Repeat steps 1-4 on a landing page on your site 6) Upload press release to your online news room 7) Distribute the release on a newswire 8) Blog, Tweet, Linkedin and Facebook the news 9) Send pitches to relevant journalists and bloggers 10) Monitor and analyze traffic on landing page 19
  20. 20. Step 1: Search a Potential Keyword Search the keyword you think may be applicable and examine the meta keywords of the top 5 results. 20
  21. 21. Step 1: Keyword Discovery Tools 1. Search Engines 2. Meta Keywords 3. Density Analyzer 4. Yahoo Site Explorer 5. Google Insights 6. Trellian 7. Google External Keywords Tool 21
  22. 22. Step 1: Review Meta Keywords of Top-Ranked Sites 22
  23. 23. Step 1: No Meta Data? Analyze Density 23
  24. 24. Step 1: Broaden Your View with Adwords If some of the keywords in the meta keywords field seem relevant, repeat step one with those newer keywords. And try running the top listed sites through Google’s External Keyword tool. If new keywords surface that seem relevant, repeat step one. 24
  25. 25. Step 1: Evaluate Inbounds on Yahoo Site Explorer Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo! Site Explorer. Look to see if they are drawing rank from inbounds to their sites from high profile domains, or from .edu or .gov domains. 25
  26. 26. Step 1: Number of Inbound Links Also in Yahoo Site Explorer, evaluate whether or not you think you can collect more inbounds for your press release. Ask yourself, “Is my press release more relevant than the websites currently coming up first when I search my intended keywords?” 26
  27. 27. Step 1: Too Competitive? Add Modifiers. • Company • Rates • City Name • Services • Pricing • Surrounding Suburbs • Professional • Deals • State (including abbreviations NYC, IL, • Best • Affordable FL, WA, etc.) • Top • Offers • County Name • Leading • Packages • Internet • Quality B2B Modifiers • Organization • Cheap • RFP • Marketing • RFI • Business • Bid • Solution • quote • Online 27
  28. 28. Step 1: Compare Volume in Google Trends Go to Google Trends or Insights and see which of the keywords you’re experimenting with has the most search volume. Test like terms against each other to which ones are most popular. 28
  29. 29. Step 1: No Volume? Try Keyword Discovery 29
  30. 30. Step 1: Prefer Clusters or Want More Ideas? 30
  31. 31. Step 1: Prefer Clusters or Want More Ideas? 31
  32. 32. Step 1: Select your Keywords Narrow down your list to three keywords, picking one high volume term, one medium volume term and one low volume. If you’re choosing effective keywords, the lower the search volume, the greater the likelihood of conversions against those searches will be. 32
  33. 33. Step 1: Strategic Keyword Selection 33
  34. 34. Step 2: Use the Keywords in the Release Use your keywords in the copy of your press release. Use them, if possible, in the headline, sub-headline and at least the first 250 words of the release, but strive for readability over repetition. If it reads like you’re keyword stuffing, you’ve overdone it. 34
  35. 35. Step 3: Anchor Link Keywords to Landing Page The anchor text or link label is the visible, clickable text in a hyperlink. The words contained in the Anchor text can determine the ranking that page will receive by search engines. <a href="http://www.wikipedia.org">Wikipedia</a> Poor hyperlink usage: Today our president abstained from ratifying the North American Free Trade Agreement. To know more, click here. A better way of linking that keyword would be: Today our president abstained from ratifying the North American Free Trade Agreement. 35
  36. 36. Step 3: Embed Tracking Links Link at least one instance of each of your three keywords to the web page your trying to search engine optimize. This will a separate page from the actual press release itself, and should also be optimized for the same keywords. It cannot be duplicate content. It must be different, even if only slightly so. Hyperlink the keywords and a trackable link shortening service like www.bit.ly so you can see how many times they keywords get clicked, and whether or not people were referred to your target web page from your press release, which could wind getting picked and posted to other websites. 36
  37. 37. Step 3: Other Link Shorteners 37
  38. 38. Step 5: Target Your Release to a Landing Page 38
  39. 39. Recap: Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 39
  40. 40. Step 4: Create Meta Data 40
  41. 41. Intro to Meta Data 41
  42. 42. Finding Meta Data 42
  43. 43. Generic Title Tags 43
  44. 44. Dynamic Meta Page Descriptions 44
  45. 45. Spying through Meta Keywords 45
  46. 46. Step 4: Where Title Tags Appear 46
  47. 47. Step 4: Where Meta Page Descriptions Appear 47
  48. 48. Step 4: Example of Release w/o Title Tags 48
  49. 49. Step 4: Example of Release w/o Meta Page Descriptions 49
  50. 50. Step 4: Example of Release w/Dynamic Meta Content 50
  51. 51. Recap: Why Meta Page Descriptions Matter Source: Eyetrack 3 51
  52. 52. Step 5: Distribute the Release 52
  53. 53. Step 5: Newswire Options 1. http://www.prweb.com 2. http://www.prleap.com 3. http://i-newswire.com 4. http://www.webwire.com 5. http://www.pressbox.co.uk 6. http://www.24-7pressrelease.com 7. http://www.clickpress.com 8. http://www.przoom.com 9. http://www.pr.com 10. http://www.marketwire.com 11. http://www.prnewswire.com 12. http://www.businesswire.com Source: Online Marketing Blog 53
  54. 54. Step 5: Free Newswires Options Search Engine Friendly The winners, backlinks with anchor-text: http://www.free-news-release.com/ http://www.freepressreleases.co.uk/ http://www.i-newswire.com/ http://www.prleap.com/ Losers, no backlinks if you don’t pay: http://express-press-release.com http://www.free-press-release.com http://www.prfree.com/ Site Readability Ease of Use Winners: Winners (direct submission): http://www.click2newsites.com/ http://www.prweb.com/ http://www.free-news-release.com/ http://www.prleap.com/ http://www.i-newswire.com/ http://www.pressbox.co.uk/ Losers http://www.free-news-release.com/ Losers: http://www.free-press-release.com http://www.pr9.net/ <-requires different account registration for different company press http://www.prfree.com/ submission. Source: Cheng Soon 54
  55. 55. Step 6: Blog the News 55
  56. 56. Step 7: Get Inbound Links 56
  57. 57. Step 8: Watch for Traffic Sources from Shortened URLs 1. Embed tracking codes in the links from the release to the landing page. 2. Monitor the web analytics of the site the press release links to for referral traffic sources. 3. Setup Google alerts to monitor when the release gets picked up. 4. Monitor blog search engines like Google blog search. 5. Monitor standard search engines for pickups and links. 6. Track conversions from press release landing pages. Source: Top Rank Marketing Blog 57
  58. 58. Press Release Search Engine Optimization By SEO-PR 58
  59. 59. Issues for Public Companies 59
  60. 60. Websites as Newswires On the Record…Online 60
  61. 61. Review: Press Release SEO 1) Discovery and validate keywords or keyword clusters 2) Use keywords in headline and in the first 250 words, at least 3) Link keywords to an SEOed landing page on your website 4) Write an original title page and meta page description 5) Distribute your release 6) Blog and share the news with your online social network 7) Get inbounds links 8) Monitor and analyze incoming traffic to landing page 61
  62. 62. Monitoring YouTube 62
  63. 63. Podcast Production 63
  64. 64. Podcast Production 64
  65. 65. CVideo: Flip 65
  66. 66. Canned Video Production: HD Portable Rig Sanyo Xacti HD1000 4MP MPEG4 High Definition Sennheiser Camcorder Wireless Body-pack 1080i Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere 66
  67. 67. Video Editing Software – Windows Movie Maker 67
  68. 68. Video Editing Software Demo – iMovie 68
  69. 69. Live Video Production: Streaming via Firewire Firewire 400 Mini 4-Pin No Audio In Jack MSRP $300 Firewire 800 to Firewire 400 Mini 4-Pin Manfrotto 756XB MDEVE Aluminium Video Tripod Firewire 400 Mini 4-Pin No Audio In Jack MSRP $3000 Firewire 400 6-pin to Firewire 400 Mini 4-Pin 69
  70. 70. Live Streaming Video Demo 70
  71. 71. Lunch Break 71
  72. 72. Content Strategy: Building Social Capital 72
  73. 73. Syndication: friendfeed 73
  74. 74. Syndication: friendfeed User Names & Passwords Go Here 74
  75. 75. Syndication: friendfeed 75
  76. 76. Syndication: friendfeed 76
  77. 77. Syndication: friendfeed Syndicate Activity to Twitter 77
  78. 78. Syndication: friendfeed 78
  79. 79. Syndication: friendfeed 79
  80. 80. Syndication: friendfeed 80
  81. 81. Syndication: Posterous 81
  82. 82. Syndication: Posterous 82
  83. 83. Syndication: Comments 83
  84. 84. Content Strategy: Curate News via Google Reader 84
  85. 85. Content Strategy: Editorialize via Google Reader 85
  86. 86. Syndication: Facebook Social Widgets 86
  87. 87. Syndication: Facebook “Like” Box 87
  88. 88. Syndication: Twitter “Tweet” Button 88
  89. 89. Syndication: Twitter “Tweet” Button 89
  90. 90. Syndication: Twitter & FB Widgets Installed 90
  91. 91. Syndication: Linkedin Widgets 91
  92. 92. Content Strategy: Building Social Capital 92
  93. 93. Content Curation Tool: Google Reader 93
  94. 94. Content Curation Tool: Gigadial 94
  95. 95. Content Strategy: Flickr Pro 95
  96. 96. Content Strategy: Flickr Sets 96
  97. 97. Content Strategy: Flickr Galleries 97
  98. 98. Content Strategy: Bookmarklet Widget 98
  99. 99. Content Strategy: Make a Widget 99
  100. 100. Content Strategy: Facebook Profile Pages 100
  101. 101. Content Strategy: Facebook Fan Pages 101
  102. 102. Content Strategy: Facebook Fan Pages 102
  103. 103. Mobile Social Networking 103
  104. 104. Mobile Social Networking 104
  105. 105. Mobile Social Networking http://www.facebook.com/mobile/?settings#/mobile/ 105
  106. 106. Mobile Social Networking 106
  107. 107. Mobile Social Networking 107
  108. 108. Moblogging 108
  109. 109. Mobile Social Networking 109
  110. 110. Syndication: twitpic 110
  111. 111. Syndication: Online Video Distribution 111
  112. 112. Syndication: Online Video Distribution 112
  113. 113. Syndication: Online Video Distribution 113
  114. 114. Growth of Smartphone Apps 114
  115. 115. Smartphones – Number of Apps Installed 115
  116. 116. Social Networking on Smartphones 116
  117. 117. Social Networking on Smartphones 117
  118. 118. Social Networking on Smartphones http://www.ubertwitter.com/ 118
  119. 119. Social Networking on Smartphones 119
  120. 120. Social Networking on Smartphones 120
  121. 121. Social Networking on Smartphones 2.5 million estimated users, according to TechCrunch 121
  122. 122. Social Networking on Smartphones 122
  123. 123. Social Networking on Smartphones 123
  124. 124. Social Networking on Smartphones 124
  125. 125. Social Networking on Smartphones 125
  126. 126. Risks of Syndication 126
  127. 127. Understanding Web Stats: Low Bounce Rate Traffic 127
  128. 128. Understanding Web Stats: Landing Pages 128
  129. 129. Understanding Web Stats: Open Source Analytics 129
  130. 130. Understanding Web Stats: Open Source Analytics 130
  131. 131. Understanding Web Stats: Open Source Analytics 131
  132. 132. Understanding Web Stats: Open Source Analytics 132
  133. 133. Understanding Web Stats: Open Source Analytics 133
  134. 134. Understanding Web Stats: Open Source Analytics 134
  135. 135. Understanding Web Stats: Taking Action • Identify keywords with high/low bounce rates • Build on existing strengths • Fortify desirable keywords with content • Eliminate ineffective keywords entirely • Evaluate landing pages for relevancy and calls to action 135
  136. 136. Google Analytics Demo 136
  137. 137. Understanding Web Stats: Refresher Tutorial 137
  138. 138. Telling Quantitative Stories • Numerical data is considered more objective • Understanding numbers is a statistician’s job • Great data visualizations tell great stories • Data is boring, if you don’t know what to look for • Raw numbers lack meaning • A dataset is a bucket full of numbers • There are stories in that bucket Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization 138
  139. 139. Data Visualization 139
  140. 140. Data Visualization 140
  141. 141. Data Visualization 141
  142. 142. Data Visualization 142
  143. 143. Data Visualization 143
  144. 144. Data Visualizations Since April 07, 2008 144
  145. 145. Indy Star: Data Visualizations 145
  146. 146. Data Visualization: Practical Challenges 146
  147. 147. Entergy Storm Center Maps Power Outages Color Coded by Size Outage Street Level Detail 147
  148. 148. Data Visualization Resource 148
  149. 149. Data Visualization Resource 149
  150. 150. Data Visualization - Embed Codes 150
  151. 151. Data Visualization - Beach Report Card 151
  152. 152. Data Visualization Resource 152
  153. 153. Telling Quantitative Stories • Numerical data is more objective • Understanding numbers is a statistician’s job • Great data visualizations tell great stories • Data is boring, if you don’t know what to look for • Raw numbers lack meaning • A dataset is a bucket full of numbers • There are stories in that bucket Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization 153
  154. 154. Gov 2.0 – Government as a Platform 154
  155. 155. Case Study: Iranian Electoral Protests 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 155
  156. 156. Case Study: Iranian Electoral Protests 156
  157. 157. Case Study: Iranian Electoral Protests 157
  158. 158. Case Study: Iranian Electoral Protests 158
  159. 159. Case Study: Iranian Electoral Protests 159
  160. 160. Protest Sites 160
  161. 161. Case Study: Iranian Electoral Protests 111,122 Facebook Supporters as of July 13, 2009 161
  162. 162. Case Study: Social Media Measurement Cairo Speech “Obama” Peak “Freedom” Peak 162
  163. 163. Social Media Infrastructure 163
  164. 164. Objectives INFORMATIONAL TRANSACTIONAL SOCIAL measured by: measured by: measured by: • Site traffic • Ecommerce • User ratings • Unique visitors • Registrations • Comments • Length of stay • Insite searches • Interactions • Return visits • Downloads • Widget usage • HTML Usage • RSS Usage 164
  165. 165. Infrastructure: Web 2.0 Facebook, Blogger, Flickr, YouTube, Twitter Pros: Cons: • Cheap or free • Less flexible • Easy to deploy • Cookie cutter designs • Simple to operate • Generic URL • Updated automatically • Not upgradable • Indexed quickly • Privacy concerns 165
  166. 166. Web 2.0: Strategic Risks 1. CRM dependancies 2. Objectives before tools 3. Limitations of blog software 4. Conversion leaks 5. Investing time in technology 6. Unsupported technology 7. Interoperability 8. Workflow management 9. Storage 166
  167. 167. Infrastructure: Software Word Press, Drupal, Sharepoint, Vignette Pros: Cons: • Full design control • Complex set-up • No predetermined • Bandwidth issues templates • Unpredictable • Adaptable support costs • Distinct URL • Requires security updates • Community supported • Significant upfront investment • No regular ongoing fees 167
  168. 168. Infrastructure: Cloud Computing Salesforce.com, SquareSpace, Web-based CMS Pros: Cons: • No client/server • Ongoing software commitment • Shorter deployment • Hosted externally • Global availability • Fee-based • Constant upgrades • Fully outsourced • No IT support required 168
  169. 169. Which Platform is Right for Me? 1. What are my objectives? 2. Why am I trying to accomplish? 3. Am I planning to communicate online indefinitely? 4. Do I need to blog, podcast, SEO, use RSS and send email? 5. Am I doing this professionally or personally? 6. Do I want ads or promotional material in context? 7. Am I tech savvy enough to support myself? 8. Can I rely on my IT resources to support me? 9. Will my online communications live on my org’s website? 10. Do I need a distinct URL? 11. Do I need regular, external back-ups? 12. Do I need immediate 24/7 support if my site goes down? 169
  170. 170. Migrating Organizational Communications Online “Integration is important because time is precious. They want the tools to be as efficient as possible. It's a way to create value for the company, which means it needs to effective and efficient.” “The more time they spend using the tools and going from tool to tool, the less time they spend working.” David Berger, Corp. Comm., IBM 170
  171. 171. Embeddable Activity Streams: Google Wave 171
  172. 172. What Are Most Organizations Doing Now? Source: 2009 Digital Readiness Report 172
  173. 173. What Digital Communications Skills are Most Important? Source: 2009 Digital Readiness Report 173
  174. 174. 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/3.0 174

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