Social media-training-market-research-assoc-2010

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Social media-training-market-research-assoc-2010

  1. 1. Social Media Training Social Media Research Workshop – Market Research Association @EricSchwartzman - #smrw First Outlook Conference, - Nov. 2, 2010 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
  2. 2. 2 Housekeeping • Expectations • Immersive workshop • New vocabulary • Broad vs. Focused • Slide numbers • Digital handouts • Hashtag #smrw
  3. 3. 3 Digital Survey • Private vs. Public vs. Nonprofit • Engagement vs. Monitoring vs. Analysis • Keyword Discovery Wordle • Inbound Links • Twitter Geo Search • Subscribe to Wikipedia Article Revision History
  4. 4. 4 Social Media by the Numbers
  5. 5. 5 Mayor Jerry Brown Britney Spears News Media Addict Star Wars 30th Anniversary Pussycat Dolls Academy Awards
  6. 6. 6 Message Map Data Points Overarching Message Supporting Messages
  7. 7. 7 Mainstream Media Training
  8. 8. 8 Plenty of Options Public Affairs Customer Relations Investor Relations Labor Relations Community Relations Industry Relations Media Relations Analyst Relations Public Relations
  9. 9. 9 Media Relations Mass Media Addict Television Magazines Radio Newspapers
  10. 10. 10 Junket Junkie
  11. 11. 11 Controlled Communications
  12. 12. 12 Scoring Ink
  13. 13. 13 Illusion of Control
  14. 14. 14 Web Gave Life to New Media Email SEO Websites
  15. 15. 15 Web Surpasses Mainstream Media Channels Source: Pew Internet
  16. 16. 16 Analog Dollars to Digital Pennies Source: Newspaper Association of America
  17. 17. 17 Law of Diminishing Returns Source: Paper Cuts
  18. 18. 18 White Light Experience
  19. 19. 19 New Media as Mass Media Photo by Adulau
  20. 20. 20 Outbound Communications
  21. 21. 21 Web Gets Social Microblogging Email SEO Blogs/Podcasts Content Social Networks Websites Pure Social Networks Monitoring
  22. 22. 22 Ad Spending Trends
  23. 23. 23 Press Release Redefined Source: Pew Internet Percentage of Internet users who sited each type of site as their favorite
  24. 24. 24 People Go Around Companies
  25. 25. 25 Reputation Mainstream News Media Conversations Shape Reputation Source: Shel Holtz
  26. 26. 26 Business Case for Engagement Whopper Big Mac SubwaySource: This Piggy Blog
  27. 27. 27 Business Case for Engagement Whopper Big Mac Subway
  28. 28. 28 Those Conversations are Media Source: 2010 Edelman Trust Barometer
  29. 29. 29 Rise of Crowd Sourcing
  30. 30. 30 Crowd Sourcing Crisis Data
  31. 31. 31 Developing Digital Fluency RevolutionaryAristocratEisner Lassiter
  32. 32. 32 Ne Secrets
  33. 33. 33 How Does this Change Market Research? Source: Wired Magazine
  34. 34. 34 From the Educated Guess... “Essentially, all models are wrong, but some are useful.” George E. P. Box in 1987 Professor Emeritus of Statistics University of Wisconsin
  35. 35. 35 To Mining and Modeling Actual Conversations "All models are wrong, and increasingly you can succeed without them.“ Peter Norvig Research Director Google
  36. 36. 36 Open Source Data as Control Group Source: Wired
  37. 37. 37 PC Adoption by Businesses Financial • Back Office • Financial Modeling, Accounting Service & Support • Customer Relationship Management • Technical Support, KM Business Lines • Distribution, Sales, Marketing • Manufacturing, Legal, HR
  38. 38. 38 Social Media Adoption by Business Source: Altimeter Group
  39. 39. 39 Social Media Adoption by Business Source: Altimeter Group
  40. 40. 40 Social Media Marketing Adoption in Business Source: Altimeter Group
  41. 41. 41 Social Media Marketing Adoption in Business Source: Altimeter Group • Monitoring conversations • Defending the brand • Real time course correction • Social media interactions from real world events
  42. 42. 42 New Research Trend: Customer Whuffie
  43. 43. 43 Meet the Chief Listening Officer
  44. 44. 44 Aspirational Sharing
  45. 45. 45 Shortcomings of Social Networks
  46. 46. 46 Shortcomings of Syndication
  47. 47. 47 Shortcomings of Tools Source: Jamie Beckland, White Horse
  48. 48. 48 Other Shortcomings • Latency • Sentiment Analysis • Artificial intelligence
  49. 49. 49 The Bad News "Companies have learned to do more with less," Welch said. Jack Welch on the impact of technology on business Source: Time Magazine
  50. 50. 50 The Good News
  51. 51. 51 Case Study: Real Time Analysis http://www.youtube.com/watch?v=InrOvEE2v38
  52. 52. 52 Break
  53. 53. 53 Digital Life covers 46 markets and 88% of the global internet population More than twice as many markets as any other study of its kind 53 Latin America North America Sub- Saharan Africa Middle East & N. Africa North & West Europe South & East Europe Developed Asia Emerging Asia China India
  54. 54. 54 It’s Time to Play… Who Wants to be a Social Media Research Rock Star?
  55. 55. 55 Digital Penetration vs. MSM Source: TNS Digital Life Study, Oct. 10, 2010
  56. 56. 56 Social Networking is Truly Mass Market Source: TNS Digital Life Study, Oct. 10, 2010
  57. 57. 57 Social Networking vs. Email Source: TNS Digital Life Study, Oct. 10, 2010
  58. 58. 58 What Activities People Do Most Online with Who Source: TNS Digital Life Study, Oct. 10, 2010
  59. 59. 59 Time Spent Online Source: TNS Digital Life Study, Oct. 10, 2010
  60. 60. 60 Canada vs. US Source: TNS Digital Life Study, Oct. 10, 2010
  61. 61. 61 UK vs. South Africa Source: TNS Digital Life Study, Oct. 10, 2010
  62. 62. 62 Germany vs. China Source: TNS Digital Life Study, Oct. 10, 2010
  63. 63. 63 Privacy Concerns in the US are Declining
  64. 64. 64 Digital Lifestyles Source: TNS Digital Life Study, Oct. 10, 2010
  65. 65. 65 Digital Lifestyles by Geography Functionals Aspirers Networkers Knowledge Seekers Communicators Influencers
  66. 66. 66 Search Engine Optimization
  67. 67. 67 Page Rank is the New PR
  68. 68. 68 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
  69. 69. 69 Secret Formula
  70. 70. 70 Optimization vs. Marketing SEM SEO
  71. 71. 71 This is not SEO
  72. 72. 72 This is SEO
  73. 73. 73 First Rule of Search Engine Optimization
  74. 74. 74 Get Other Sites to Links to You
  75. 75. 75 Case Study: Organic Blog Optimization
  76. 76. 76 Case Study: Inbound Links
  77. 77. 77 Case Study: Tracking Inbounds
  78. 78. 78 Case Study: Search Results
  79. 79. 79 Case: Fewer Inbounds, Higher Rank?
  80. 80. 80 Case Study: Evaluating Inbounds
  81. 81. 81 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”
  82. 82. 82 Brief and Concise
  83. 83. 83 Quantity vs. Quality
  84. 84. 84 Intro to Meta Data
  85. 85. 85 Finding Meta Data
  86. 86. 86 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
  87. 87. 87 Generic Title Tags
  88. 88. 88 Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results
  89. 89. 89 Why Meta Descriptions Matter Source: Eyetrack 3
  90. 90. 90 Dynamic Meta Page Descriptions
  91. 91. 91 Spying through Meta Keywords
  92. 92. 92 Density Analyzers http://tools.seobook.com/general/keyword-density/
  93. 93. 93 Press Release Written for Journalists
  94. 94. 94 Keyword Research
  95. 95. 95 Selected Keywords
  96. 96. 96 SEOed Press Release
  97. 97. 97 SEOed Press Release
  98. 98. 98 SEOed Landing Page
  99. 99. 99 1. Check for Title Tags
  100. 100. 100 2. Check for Meta Page Descriptions
  101. 101. 101 3. Check for Dynamic Meta Content
  102. 102. 102 4. Check for Summary Blurbs
  103. 103. 103 5. Search Press Release Headlines
  104. 104. 104 PDFs and Search
  105. 105. 105 Flash and Search
  106. 106. 106 Google Instant & Google Predictions
  107. 107. 107 Who is More Influential? vs.
  108. 108. 108 Step 1: Search Visibility Source: Yahoo! Site Explorer
  109. 109. 109 Step 2: Traffic
  110. 110. 110 Step 3: Word of Mouth Source: Blogpulse Conversation Tracker
  111. 111. 111 Break http://ontherecordpodcast.com/pr/otro/facebook-measurement-omniture-jeff-jordan-tim-waddell.aspx
  112. 112. 112 Filtering Social Media Brian Solis
  113. 113. 113 Filtering through Search “It’s not information overload, it’s filter failure.” Clay Shirky, author, Here Comes Everybody
  114. 114. 114 Complex Keyword Phrases
  115. 115. 115 • Company • Services • Professional • Best • Top • Leading • Internet • Organization • Marketing • Business • Solution • Online • City Name • Surrounding Suburbs • State (including abbreviations NYC, IL, FL, WA, etc.) • County Name B2B Modifiers • RFP • RFI • Bid • Quote • Rates • Pricing • Deals • Affordable • Offers • Packages • Quality • Cheap Complex Keyword Phrase Modifiers
  116. 116. 116 Keyword Relevancy
  117. 117. 117 Keyword Volume
  118. 118. 118 Validating Regional Interests with Search
  119. 119. 119 Keyword Discovery on Twitter Search
  120. 120. 120 Twitter Geographic Search
  121. 121. 121 Twitter Research by Geography
  122. 122. 122 Keyword Discovery with Wordles Source: Andrea Vascellari
  123. 123. 123Source: Andrea Vascellari Keyword Discovery with Wordles
  124. 124. 124Source: Andrea Vascellari Keyword Discovery with Wordles
  125. 125. 125Source: Andrea Vascellari Keyword Discovery with Wordles
  126. 126. 126Source: Andrea Vascellari Keyword Discovery with Wordles
  127. 127. 127 Keyword Discovery with Yahoo! Pipes
  128. 128. 128 RSS Readers Leveraging RSS: 1. Browsers 2. Web-based readers 3. Desktop-based readers 4. Email clients
  129. 129. 129 Google Reader
  130. 130. 130 Demo: Social Media Monitoring Dashboard
  131. 131. 131 Demo: Search a Keyword in Google News Locate the RSS Icon at the Bottom of the Google News Search Results
  132. 132. 132 Demo: Add the RSS Feed URL to Google Reader
  133. 133. 133 Live Demo: Add RSS feed to Google Reader Clicking “Add a subscription” button opens field to insert URL of RSS Feed
  134. 134. 134 Demo: Add RSS feed to Google Reader Google News Feed Loaded in Google Reader
  135. 135. 135 Demo: Monitor Blogs with RSS Back to Google News  more  Blogs
  136. 136. 136 Demo: Convert Blog Search Results to RSS Click the RSS option to subscribe to these search results in Google Reader
  137. 137. 137 Demo: Convert Blog Search Results to RSS Copy the URL of the web page on which the RSS feed is displayed
  138. 138. 138 Demo: Enter RSS feed in Google Reader Paste the Blog Search Results URL into the “Add a subscription” pop-up field
  139. 139. 139 Demo: News and Blog RSS Feeds in Google Reader Google Blog Feed Loaded in Google Reader
  140. 140. 140 Demo: Monitoring Twitter Convert Twitter Search Results to RSS
  141. 141. 141 Demo: Subscribe to a Twitter RSS Feed Paste the Twitter Search Results RSS Feed URL into the “Add a subscription” pop-up field
  142. 142. 142 Demo: Subscribe to a Wikipedia Article
  143. 143. 143 Demo: Wikipedia RSS feed in Google Reader Edits to the Wikipedia article appear in real time Edits by Anonymous Users
  144. 144. 144 Demo: Monitoring Online Forums in Google Reader Show Tools link in Menu Bar Opens RSS Option
  145. 145. 145 Demo: Monitoring Online Forums in Google Reader Forums RSS Feed Loaded in Google Reader Click “Manage subscriptions” link to put feeds into folders
  146. 146. 146 Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “Cheonan”
  147. 147. 147 Demo: Managing Subscriptions in Google Reader Select “Add to folder”  “New folder”
  148. 148. 148 Demo: Cheonan Folder Added to Google Reader
  149. 149. 149 Lunch Break
  150. 150. 150 Radian 6 Demo
  151. 151. 151
  152. 152. 152 Installing Google Analytics
  153. 153. 153 Understanding Web Stats: Low Bounce Rate Traffic
  154. 154. 154 Understanding Web Stats: Landing Pages
  155. 155. 155 Understanding Web Stats: Refresher Tutorial
  156. 156. 156 Understanding Web Stats: Open Source Analytics
  157. 157. 157 Understanding Web Stats: Open Source Analytics
  158. 158. 158 Understanding Web Stats: Open Source Analytics
  159. 159. 159 Understanding Web Stats: Open Source Analytics
  160. 160. 160 Understanding Web Stats: Open Source Analytics
  161. 161. 161 Understanding Web Stats: Open Source Analytics
  162. 162. 162 Understanding Web Stats • Entries pages • Traffic sources: search, referrals and directs • Pages and keywords by bounce rate & time on page
  163. 163. 163 Understanding Facebook: Insights Source: Facebook Presentation “Working Together to Build Social News”
  164. 164. 164 Facebook: Goals Source: Facebook Presentation “Working Together to Build Social News”
  165. 165. 165 Facebook: Results Source: Facebook Presentation “Working Together to Build Social News”
  166. 166. 166 Facebook: Traffic Source: Facebook Presentation “Working Together to Build Social News”
  167. 167. 167 Facebook: What’s Most Engaging? Source: Facebook Presentation “Working Together to Build Social News”
  168. 168. 168 Facebook: Reach a Younger Audience Source: Facebook Presentation “Working Together to Build Social News”
  169. 169. 169 Facebook Measurement
  170. 170. 170 Facebook Measurement: SiteCatalyst
  171. 171. 171 Measurement Resource http://ontherecordpodcast.com/pr/otro/facebook-measurement-omniture-jeff-jordan-tim-waddell.aspx
  172. 172. 172 Ranking Social Influence
  173. 173. 173 Ranking Social Influence
  174. 174. 174 Ranking Social Influence
  175. 175. 175 Case Study: Social Media Dashboard Findings Cairo Speech “Obama” Peak “Freedom” Peak
  176. 176. 176 OnTheRecordPodcast.com @ontherecord facebook.com/ontherecordonline Link in iTunes
  177. 177. 177 The Only B2B Social Media Book ORDER AT Amazon :: Barnes & Noble :: Borders
  178. 178. 178 Keep in Touch (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 Social Media Training Get the Deck
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