Social Media Training at AED: Day 2

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Social Media Training at AED by Eric Schwartzman. This is Day 2 of a 2-Day Seminar delivered on Nov. 10, 2010 in Wqshington, D.C. Feel free to use this deck but please credit www.ericschwartzman.com

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Social Media Training at AED: Day 2

  1. 1. Social Media Boot Camp at AED @EricSchwartzman Day Two – Nov. 10, 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  1.6 billion – Worldwide online population  230 million – American with Net access  93% -- Americans with high-speed access  228 million – Americans with mobile phones Source: Googled by Ken Auletta
  5. 5. 5 Keywords For Immediate Discovery  Transparency expectations  Patience thresholds  Listen  Anticipate  Respond Photo by Juandazeng
  6. 6. 6 Secret Formula
  7. 7. 7 Objective of SEO Leverage Content to Generate Transactions
  8. 8. 8 Optimization vs. Marketing SEM SEO
  9. 9. 9 This is not SEO
  10. 10. 10 This is SEO
  11. 11. 11 First Rule of Search Engine Optimization
  12. 12. 12 Get Other Sites to Links to You
  13. 13. 13 Case Study: Organic Blog Optimization
  14. 14. 14 Case Study: Inbound Links
  15. 15. 15 Case Study: Tracking Inbounds
  16. 16. 16 Case Study: Search Results
  17. 17. 17 Case: Fewer Inbounds, Higher Rank?
  18. 18. 18 Case Study: Evaluating Inbounds
  19. 19. 19 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”
  20. 20. 20 Brief and Concise
  21. 21. 21 JPEGS & Political Incorrectness
  22. 22. 22 Embracing Politically Unsafe, Popular Language Source: America.gov
  23. 23. 23 Google Instant & Google Predictions
  24. 24. 24 Who is More Influential? vs.
  25. 25. 25 Step 1: Inbound Links Source: Yahoo! Site Explorer
  26. 26. 26 Step 2: Traffic
  27. 27. 27 Step 3: Conversation Starters Source: Blogpulse Conversation Tracker
  28. 28. 28 Break
  29. 29. 29 Social Media Engagement Strategies Source: Vinco’s Blog
  30. 30. 30 People Share Web Pages Most via Email Source: Social Twist 2010 Report
  31. 31. 31 But Web Pages Shared via Social Networks are More Visited Source: Social Twist 2010 Report
  32. 32. 32 Most People Share via Facebook but Twitter Gets More Clicks Source: Social Twist 2010 Report
  33. 33. 33 Best Time to Share Facebook Sept. 20, 2010 Vitrue Study [PDF]
  34. 34. 34 Altimeter Group’s Recent Report
  35. 35. 35 Facebook Touchpoints
  36. 36. 36 Social Networks as ID Verification Services
  37. 37. 37 Facebook: Privacy Settings
  38. 38. 38 Facebook: Privacy Settings Select “Custom” option to access the “Only Me” Setting
  39. 39. 39 Facebook: Memorializing a Deceased Member http://www.facebook.com/help/contact.php?show_form=deceased
  40. 40. 40 Facebook Case Study: Greenpeace Attacks Nestle
  41. 41. 41 Facebook Case Study: Greenpeace Attacks Nestle
  42. 42. 42 Syndication: Facebook Social Widgets
  43. 43. 43 Syndication: Facebook “Like” Box
  44. 44. 44 Getting More FB “Likes”
  45. 45. 45 Syndication: Twitter “Tweet” Button
  46. 46. 46 Syndication: Twitter “Follow” Button
  47. 47. 47 Syndication: Twitter “Tweet” Button
  48. 48. 48 Syndication: Tweet, Follow & Like Widgets Installed
  49. 49. 49 Speed of Engagement: IDF Flotilla Raid View Count
  50. 50. 50 Speed of Engagment: User Generated Commentary View Count
  51. 51. 51 Speed of Engagement: IDF Public Affairs Response View Count
  52. 52. 52 “The reality is you cannot operate in this environment passively,” said David Axelrod, the president’s senior adviser. “If you do, the coverage and events will be shaped for you. Things that may seem like trivial distinctions can become large problems in terms of communications unless you’re aggressive about engaging. We didn’t create the environment. We didn’t make the rules. But we have to live with it.” Speed of Engagement: White House Commentary
  53. 53. 53 • The public has a short attention span and is resistant to complex explanations, however logical they may be so communicators must learn to drip their message into status updates. • The IDF may have completed their military operation successfully, but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State. • The declassification process puts military forces at a distinct disadvantage. May 29 May 31 June 2 June 3 June 15 BBC (9,765) Al Jazeera (810,494) CBS (273) Young Turks (60,674) IDF PA (10,168) Flotilla Choir (2,366,155) NEWS PEAK COMMENTARY PEAK Case Study: IDF Flotilla Raid Insights
  54. 54. 54 Speed of Engagement: Most Viewed Video
  55. 55. 55 Speed of Engagement: Lessons Learned • Speed is relevancy • Entertainment trumps news and information • Linear content poses practical challenges
  56. 56. 56 Tools for Maneuvering: Dealing with Linear Content
  57. 57. 57 Growth of Smartphone Apps
  58. 58. 58 Smartphones – Number of Apps Installed
  59. 59. 59 Social Networking on Smartphones
  60. 60. 60 Social Networking on Smartphones 2.5 million estimated users, according to TechCrunch
  61. 61. 61 Social Networking on Smartphones
  62. 62. 62 Social Networking on Smartphones
  63. 63. 63 Social Networking on Smartphones
  64. 64. 64 QR Codes: Paper-Based Hyperlinks
  65. 65. 65 Lunch
  66. 66. 66 Online Audio and Video podcast webcastdownload
  67. 67. 67 Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF]
  68. 68. 68 Global Podcast Audience Growth Wave.3 Universal McCann Study 2008 [PDF]
  69. 69. 69 Finding Podcasts through Show Notes
  70. 70. 70 iTunes as a Podcatcher Finding podcasts in iTunes Submitting podcasts
  71. 71. 71 Distributing Through iTunes
  72. 72. 72 Podcast in iTunes
  73. 73. 73 RSS 2.0 Feed with Enclosures
  74. 74. 74 Podcast Production
  75. 75. 75 ID3 Tagging
  76. 76. 76 RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective Audio & Video Syndication
  77. 77. 77 Who is Podcasting? Who is Podcasting: Case Study
  78. 78. 78 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
  79. 79. 79 Shooting Video: Flip
  80. 80. 80 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
  81. 81. 81 US Online Video Views
  82. 82. 82 Case Study: IDF Flotilla Raid View Count
  83. 83. 83 Case Study: Consumer Generated News Coverage View Count
  84. 84. 84 Case Study: IDF Public Affairs Response View Count
  85. 85. 85 “The reality is you cannot operate in this environment passively,” said David Axelrod, the president’s senior adviser. “If you do, the coverage and events will be shaped for you. Things that may seem like trivial distinctions can become large problems in terms of communications unless you’re aggressive about engaging. We didn’t create the environment. We didn’t make the rules. But we have to live with it.” Case Study: The Fall Out of 24/7 News Cycles
  86. 86. 86 • The public has a short attention span and is resistant to complex explanations, however logical they may be so communicators must learn to drip their message into status updates. • The IDF may have completed their military operation successfully, but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State. • The declassification process puts military forces at a distinct disadvantage. May 29 May 31 June 2 June 3 June 15 BBC (9,765) Al Jazeera (810,494) CBS (273) Young Turks (60,674) IDF PA (10,168) Flotilla Choir (2,366,155) NEWS PEAK COMMENTARY PEAK Case Study: IDF Flotilla Raid Insights
  87. 87. 87 Case Study: IDF Flotilla Raid
  88. 88. 88 Tools for Maneuvering: Dealing with Linear Content
  89. 89. 89 Understanding Web Stats: Low Bounce Rate Traffic
  90. 90. 90 Understanding Web Stats: Landing Pages
  91. 91. 91 Understanding Web Stats: Open Source Analytics
  92. 92. 92 Understanding Web Stats: Open Source Analytics
  93. 93. 93 Understanding Web Stats: Open Source Analytics
  94. 94. 94 Understanding Web Stats: Open Source Analytics
  95. 95. 95 Understanding Web Stats: Open Source Analytics
  96. 96. 96 Understanding Web Stats: Open Source Analytics
  97. 97. 97 Understanding Web Stats: Taking Action • Identify keywords with high/low bounce rates • Build on existing strengths • Fortify desirable keywords with relevant content • Eliminate ineffective keywords entirely • Evaluate landing pages for relevancy and calls to action
  98. 98. 98 Google Analytics Demo
  99. 99. 99 Understanding Web Stats: Refresher Tutorial
  100. 100. 100 Facebook Measurement
  101. 101. 101 Facebook Measurement: SiteCatalyst
  102. 102. 102 Facebook: Goals Source: Facebook Presentation “Working Together to Build Social News”
  103. 103. 103 Facebook: Results Source: Facebook Presentation “Working Together to Build Social News”
  104. 104. 104 Facebook: Traffic Source: Facebook Presentation “Working Together to Build Social News”
  105. 105. 105 Facebook: What’s Most Engaging? Source: Facebook Presentation “Working Together to Build Social News”
  106. 106. 106 Facebook: Reach a Younger Audience Source: Facebook Presentation “Working Together to Build Social News”
  107. 107. 107 Facebook: Create Timely Pages Source: Facebook Presentation “Working Together to Build Social News”
  108. 108. 108 Facebook: Insights Source: Facebook Presentation “Working Together to Build Social News”
  109. 109. 109 Ranking Social Influence
  110. 110. 110 Ranking Social Influence
  111. 111. 111 Ranking Social Influence
  112. 112. 112 Ranking Social Influence
  113. 113. 113 Facebook Case Study: Deepwater Horizon Dealing with High-Levels of Feedback
  114. 114. 114 Deepwater Horizon Online Comms Briefing
  115. 115. 115 Social Networking Case Study: SAP About the SAP Community Network
  116. 116. 116 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
  117. 117. 117 Social Networking: Strategic Decisions • Edgework: Activating Communities  Tap influencers  Internal vs. External Influencers  Diversity • Policy Guidelines  Are your guidelines practical and reasonable?  Is your policy tailored to sophistication of your potential community members?
  118. 118. 118 Social Networking: Strategic Decisions (cont’d) • Branded vs. Unbranded  Addressable market and potential community size?  Cost, staffing, legal and process  Working through associations or industry consortiums • 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?
  119. 119. 119 What Makes a Good Community Manager? • Knowledgeable • Positive • Supportive • Tolerant
  120. 120. 120 OnTheRecordPodcast.com @ontherecord facebook.com/ontherecordonline Link in iTunes
  121. 121. 121 My Book ORDER AT Amazon :: Barnes & Noble :: Borders
  122. 122. 122 Break (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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