Social Media PR Boot Camp - Los Angeles, Aug. 27, 2009 - Day Two

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Social Media PR Boot Camp - Los Angeles, Aug. 27, 2009 - Day Two

  1. 1. New Media PR Boot Camp – Day Two Los Angeles Aug, 27 2009 DAY TWO -- Instructor: Eric Schwartzman
  2. 2. Media & Democracy 2
  3. 3. Living Breathing Mediascape 111,122 Facebook Supporters as of July 13, 2009 3
  4. 4. Living, Breathing Mediascape: Flickr Photo Stream 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 4
  5. 5. Living, Breathing Mediascape: Twitter Stream 5
  6. 6. Reactions of the Blogosphere to Iranian Elections 6
  7. 7. Living, Breathing Mediascape: Radian6 7
  8. 8. Prediction: Fourth Estate’s Fortunes Have Waned 8
  9. 9. Prediction: Living Mediascape 9
  10. 10. Prediction: Electronic Paper 10
  11. 11. Prediction: Social News Filter 11
  12. 12. Digg vs. Other Media Source: Compete.com 12
  13. 13. Prediction: Growth of Social Networking 13
  14. 14. World Map of Social Networks Source: Vinco’s Blog 14
  15. 15. Prediction: Google Combines Services 15
  16. 16. Prediction: Privacy Levels Source: NY Times 16
  17. 17. Prediction: News Wars 17
  18. 18. Prediction: Social Graph 18
  19. 19. Prediction: Fact Stripping Robots 19
  20. 20. Deconstructing the News Release 20
  21. 21. Search Engine Optimizing Blogs 21
  22. 22. Search Engine Optimization 22
  23. 23. Secret Formula 23
  24. 24. Objective Leverage Content to Generate Transactions 24
  25. 25. Optimization vs. Marketing SEM SEO 25
  26. 26. Acting Like a Publisher Editorial and Advertising Content 26
  27. 27. First Rule of Search Engine Optimization 27
  28. 28. Citation Indexing 28
  29. 29. Case Study: Organic Blog Optimization 29
  30. 30. Case Study: Inbound Links 30
  31. 31. Case Study: Tracking Inbounds 31
  32. 32. Case Study: Search Results 32
  33. 33. Case: Fewer Inbounds, Higher Rank? 33
  34. 34. Case Study: Evaluating Inbounds 34
  35. 35. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 35
  36. 36. Three Steps to Measuring Blogger Influence Source: Coca-Cola Conversation 36
  37. 37. Step 1: Yahoo Site Explorer Source: Yahoo! Site Explorer 37
  38. 38. Step 2: Technorati Source: Technorati 38
  39. 39. Step 3: BlogPulse Conversation Tracker Source: Blogpulse Conversation Tracker 39
  40. 40. Additional Measurement Resources 40
  41. 41. Additional Measurement Resources Market Trends 41
  42. 42. Brief and Concise 42
  43. 43. 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” 43
  44. 44. Keyword Discovery 44
  45. 45. Understanding Google Trends: Demand 45
  46. 46. Search Trends 46
  47. 47. Popular Language 47
  48. 48. Trellian Free Global Service 48
  49. 49. Wordtracker Free Global Service 49
  50. 50. Keyword Discovery: External Keyword Tool 50
  51. 51. Quantity vs. Quality 51
  52. 52. Intro to Meta Data 52
  53. 53. Finding Meta Data 53
  54. 54. 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 54
  55. 55. Generic Title Tags 55
  56. 56. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 56
  57. 57. Why Meta Descriptions Matter Source: Eyetrack 3 57
  58. 58. Dynamic Meta Page Descriptions 58
  59. 59. Spying through Meta Keywords 59
  60. 60. Spying through Keywords Density Analysis 60
  61. 61. 1. Check for Title Tags 61
  62. 62. 2. Check for Meta Page Descriptions 62
  63. 63. 3. Check for Dynamic Meta Content 63
  64. 64. 4. Check for Summary Blurbs 64
  65. 65. 5. Search Press Release Headlines 65
  66. 66. Search Friendly Newsroom HTML 66
  67. 67. PDFs and Search 67
  68. 68. Flash and Search 68
  69. 69. Live Demo: Site Meter 69
  70. 70. Live Demo: FeedBurner 70
  71. 71. Live Demo: Tagging Blog Posts 71
  72. 72. Live Demo: Email Subscription Widget 72
  73. 73. Live Demo: Custom Tag Cloud Widget 73
  74. 74. Live Demo: Social Bookmarking Widget 74
  75. 75. Live Demo: Blogging a YouTube Clip 75
  76. 76. Live Demo: Livening Up Your Blog 76
  77. 77. Live Demo: Livening Up Your Blog 77
  78. 78. Live Demo: Livening Up Your Blog 78
  79. 79. Live Demo: Livening Up Your Blog 79
  80. 80. 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 80
  81. 81. Online Audio and Video podcast download webcast 81
  82. 82. Podcasts 82
  83. 83. Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 83
  84. 84. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 84
  85. 85. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 85
  86. 86. Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF] 86
  87. 87. Finding Podcasts through Show Notes 87
  88. 88. iTunes Podcatcher 88
  89. 89. Distributing Through iTunes 89
  90. 90. RSS 2.0 with Enclosures 90
  91. 91. Podcast in iTunes 91
  92. 92. Who is Podcasting: Case Study Who is Podcasting? 92
  93. 93. Case Study: IBM Podcasts: Employees as Evangelists 93
  94. 94. 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. 94
  95. 95. Case Study: APM Music 95
  96. 96. Case Study: APM Music 96
  97. 97. Case Study: APM Music 97
  98. 98. Case Study: APM Music 98
  99. 99. Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 99
  100. 100. Case Study: Starbucks 100
  101. 101. Case Study: Starbucks 101
  102. 102. Podcast Production 102
  103. 103. Podcast Production 103
  104. 104. Podcast Production 104
  105. 105. Podcast Production 105
  106. 106. 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 106
  107. 107. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 107
  108. 108. ID3 Tagging 108
  109. 109. Audio & Video Syndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 109
  110. 110. Implementation Recommendations  Integrate Flash Streaming  Use Flash Streaming Strategically  Consider Offering a “Best of Episode” 110
  111. 111. Promoting Podcasts: Signature Blocks 111
  112. 112. Promotion Podcasts: Email Marketing 112
  113. 113. Promoting Podcasts: PNRs 113
  114. 114. Promoting Podcasts: SEOed Press Release 114
  115. 115. Promoting Podcasts: Industry Awards 115
  116. 116. Podcasting Insights • Deliver on the needs of an underserved audience • Give listeners something they can’t get else where • Relationship-based communications • May not be well suited for breaking news • News content vs. feature content • More controlled/one-way channel • Credibility and third-party validation • Efficiency by leverage existing assets • Unscripted and authentic • Podcast news releases 116
  117. 117. Online Video: Size of Audience In November 2007 nearly 9.4 billion video clips were viewed online by 138 million Americans (a 29% gain from Jan. 2007) 117
  118. 118. Online Video: Audience by Brand April 2008 118
  119. 119. Online Video: Marie Digby 119
  120. 120. Online Video: Marie Digby 120
  121. 121. Online Video: Marie Digby 121
  122. 122. Blog Response: Marie Digby 122
  123. 123. Blog Comments: Marie Digby 123
  124. 124. Viral Video Case Study: Chevy Tahoe 124
  125. 125. Viral Video Case Study: Chevy Tahoe • 629,000 visitors to the site by the time of the contest • 25% of all SUV sales, out selling Ford by 2 to 1 • 46 day sales cycles, down from 120 days 125
  126. 126. Online Video: Internal Communications 126
  127. 127. Online Video: Internal/External Communications 127
  128. 128. Video in Online News Rooms 128
  129. 129. Social Bookmarking 129
  130. 130. Favorites use Title Tags 130
  131. 131. Social Bookmarking 131
  132. 132. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 132
  133. 133. Live Demo: Social Bookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 133
  134. 134. Live Demo: Social Search Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 134
  135. 135. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 135
  136. 136. User Ratings 136
  137. 137. Social News Site: Digg 137
  138. 138. Social Bookmarking: Digg 138
  139. 139. Social Networking Image by: Luc Legay 139
  140. 140. Global Social Networking Penetration 140
  141. 141. Global Social Networking Penetration Growth 141
  142. 142. Corporate Social Networking Adoption 142
  143. 143. Global Social Networking Brand 143
  144. 144. Social Networking – Usage Trends 144
  145. 145. Social Networking: US Communities by Popularity • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 145
  146. 146. Social Networking: MySpace Back End Front End 146
  147. 147. Social Networking: Facebook 147
  148. 148. Social Networking: Custom URLs 148
  149. 149. Social Networking: Facebook Company Pages 149
  150. 150. Social Networking: Facebook Company Pages 150
  151. 151. Social Networking: Facebook Company Pages 151
  152. 152. 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 152
  153. 153. Case Study: HSBC 153
  154. 154. Social Networking: Linked In 154
  155. 155. Social Networking: Linked In Groups 155
  156. 156. Social Networking: Niche Nets 156
  157. 157. Social Networking: Niche Nets 157
  158. 158. Social Networking: Niche Nets 158
  159. 159. Social Networking: White Label Platforms 159
  160. 160. Social Networking: White Label Platforms 160
  161. 161. Social Networking: White Label PRSA Tech Site 161
  162. 162. Social Networking Aggregators 162
  163. 163. Social Networking Aggregators 163
  164. 164. Social Networking Mash-Ups 164
  165. 165. Social Networking for PR • Market research • How to videos • D.I.Y. videos • Promote events • Solicit donations • Find influentials • Build affinity groups • Be community minded, not sales minded 165
  166. 166. 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 166
  167. 167. PSNH Case Study: Process Detail 167
  168. 168. New Media Case Study: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 168
  169. 169. Wikipedia 169
  170. 170. Wikipedia – From Marketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 170
  171. 171. Wikipedia – From Marketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 171
  172. 172. Wikipedia – From Marketing Sherpa Getting Errors Fixed Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 172
  173. 173. Wikipedia – Other Issues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 173
  174. 174. Wikipedia Hall of Shame 174
  175. 175. Monsanto Edits Michael Moore 175
  176. 176. US DoJ Obfuscates Bush Criticism 176
  177. 177. Wisdom of the Chaperones 177
  178. 178. Chris Wilson On the Record…Online 178
  179. 179. Carry the Message Online Communications Master Class June 26, 2009 - Boston PRSA | Map Online Communications Boot Camp June 24-25, 2009 - Boston PRSA | Map Social Media for Journalists June 19, 2009 - NYC Media Bistro | Map Understanding New Communications Technologies June 3, 2009 - Las Vegas The Licensing Show | Map Source: Social Media Training Calendar 179
  180. 180. Help Yourself 180
  181. 181. Eric Schwartzman (310) 463-4026 Phone ebs[at]schwartzmanpr[dot]com Email schwartzmanpr.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman Facebook 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/3.0 181

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