THE BEST
   CAMERA ISN’T
   THE ONE WITH
   VIDEO
   How SEO, social media, analytics and online
   marketing can make mul...
Hello, World. I’m Allen

       0


                                                                 37



  Youth
  Honol...
American Idol
             19.6 million May 2010
                  12.5 rating




                                     Th...
ALLEN’S OBVIOUS TENET #1




            Content consumption is increasing,
              but distribution is more diffuse...
ALLEN’S OBVIOUS TENET #2



                 The perceived value of content
               inversely correlates to the eas...
ALLEN’S OBVIOUS TENET #2




                                     PHOTOSHELTER RESEARCH 2010 |
                           ...
ALLEN’S LESS OBVIOUS TENET #3




                      Viable distribution channels
                         will always ...
ALLEN’S OBSCURE TENET #4




                       If Content is King,
                 Marketing is the Boston Celtics.
...
I. Search Engine Optimization
       II. Social Media
       III. Analytics
       IV. Blogging
       V. Conversion



  ...
THERE ONCE WAS A MAN...



     •    Googled “toilet seats”
     •    Clicked Kohler.com
     •    Found a “quiet close” s...
MAD LIB
                  DECONSTRUCTION



                                    4
                                   11


...
MAD LIB: RAISING THE BAR BY LOWERING THE SEAT



                 guy                 toilet seat
          A __________ n...
MAD LIB: THINGS ARE STARTING TO CLICK



               magazine editor            travel image
            A ____________...
THE ONE THAT GOT AWAY




                                   7
                                  14



Wednesday, May 19, ...
Searching for your name and finding
               your own website isn’t SEO.

                 The goal is unsolicited w...
WHERE’S YOUR WEBSITE?




          When a user searches for:
                – syracuse multimedia producer
             ...
17



Wednesday, May 19, 2010
GOOGLE PLACES




                          google.com/local/add


                                                 18



...
19



Wednesday, May 19, 2010
GOLDEN TRIANGLE



                            • In eye-tracking and
                              mouse-tracking studies,...
WHAT FACTORS AFFECT SEO?



                                               Usage
                                         ...
WHAT FACTORS AFFECT SEO?



                          Usage
                            13
                               ...
WHAT FACTORS AFFECT SEO?



                          Usage
                            13
                               ...
SEO CHECKLIST



          • On-Page Factors (aka Good Content)




                                                 24


...
ON-PAGE: TITLE & META DESCRIPTION




Wednesday, May 19, 2010
ON-PAGE: TITLE & META DESCRIPTION




Wednesday, May 19, 2010
ON-PAGE: TITLE & META DESCRIPTION




Wednesday, May 19, 2010
ON-PAGE: TITLE & META DESCRIPTION




          • Page title is the most important on-page factor
          • Create uniqu...
SEO CHECKLIST



          • On-Page Factors
             – Create unique page titles
             – Caption & keyword you...
Search Engine and “SEO” to-do list




Wednesday, May 19, 2010
ON-PAGE: KEYWORDS & CAPTIONS




          • Search engines cannot read embedded meta
            data (yet)
          • Y...
GOOGLE ADWORDS
          ADWORDS.GOOGLE.COM




Wednesday, May 19, 2010
SEO CHECKLIST



          • On-Page Factors
             – Create unique page titles
             – Caption & keyword you...
SEO CHECKLIST



          • On-Page Factors
             – Create unique page titles
             – Caption & keyword you...
35



Wednesday, May 19, 2010
SHAWN ROCCO: CELLULAR OBSCURA




                                          36



Wednesday, May 19, 2010
“GOOD” CONTENT IS VISIBLE TO SEARCH ENGINES




                                                        37



Wednesday, M...
SEO CHECKLIST



          • On-Page Factors
             – Create unique page titles
             – Caption & keyword you...
SEO CHECKLIST



          • On-Page Factors
             – Create unique page titles
             – Caption & keyword you...
ANCHOR TEXT MATTERS



          POORLY OPTIMIZED

          Grover took some shots of the Empire State Building.

       ...
SEO STARTS WITH GOOD CONTENT




          Good “content” simply means
          • Keyword-rich textual content
          ...
I. Search Engine Optimization
       II. Social Media
       III. Analytics
       IV. Blogging
       V. Conversion



  ...
INCREASE YOUR ONLINE FOOTPRINT




                            Should I be on Twitter?
                           Should I...
INCREASE YOUR ONLINE FOOTPRINT




                                           44



Wednesday, May 19, 2010
INCREASE YOUR ONLINE FOOTPRINT




              Don’t be the needle in the haystack.
                        Be the hayst...
INCREASE YOUR ONLINE FOOTPRINT




          The goal of social media for business:
          • NOT mindless interaction
 ...
INCREASE YOUR ONLINE FOOTPRINT




                           Should I be on Twitter?
                          Should I b...
I. Search Engine Optimization
       II. Social Media
       III. Analytics
       IV. Blogging
       V. Conversion



  ...
TRAFFIC SOURCES IN GOOGLE ANALYTICS




Wednesday, May 19, 2010
VISITS REFERRED BY KEYWORDS




Wednesday, May 19, 2010
GOOGLE ANALYTICS “INTELLIGENCE” REPORTS




Wednesday, May 19, 2010
I. Search Engine Optimization
       II. Social Media
       III. Analytics
       IV. Blogging
       V. Conversion



  ...
BLOGGING FOR PHOTOGRAPHERS




          Two types of bloggers
          • Those who can amass a large
            audienc...
YOU ARE NOT VINCENT LAFORET




                                        54



Wednesday, May 19, 2010
BLOGGING FOR PHOTOGRAPHERS




                                       55



Wednesday, May 19, 2010
SEO STARTS WITH GOOD CONTENT




          Your blog is not an online journal
          • It’s an SEO machine
          • ...
I. Search Engine Optimization
       II. Social Media
       III. Analytics
       IV. Blogging
       V. Conversion



  ...
WHAT’S CONVERSION?




          Conversion is getting people to do
          what you want them to do.

          • If yo...
THE NYT & YOUTUBE DON’T DEAD END




                                             59



Wednesday, May 19, 2010
WHAT IF WE ACTED LIKE START-UPS




        ...and split tested our content, using conversion % as the
        Key Perform...
WHAT IF WE ACTED LIKE START-UPS




        ...and leveraged our community to help with content
        creation while inc...
WHAT IF WE ACTED LIKE START-UPS




        ...and forced ourselves to have a mission statement for
        multimedia ins...
ALLEN’S UNINTELLIGIBLE TENET #5




        Multimedia’s promise is unfulfilled.
        The vision is a decade old.
     ...
http://www.photoshelter.com/mkt/research




Wednesday, May 19, 2010
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The Best Camera Isn't the One With Video

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The Best Camera Isn't the One With Video

  1. 1. THE BEST CAMERA ISN’T THE ONE WITH VIDEO How SEO, social media, analytics and online marketing can make multimedia viable 1 Wednesday, May 19, 2010
  2. 2. Hello, World. I’m Allen 0 37 Youth Honolulu, HI College Yale University Penthouse Internet hotjobs.com PhotoShelter.com Wednesday, May 19, 2010
  3. 3. American Idol 19.6 million May 2010 12.5 rating TheCSI Cosby Show 30.5 million May 1986 10.3 million May 2010 rating 34.9 PHOTOSHELTER RESEARCH 2010 | 3 Wednesday, May 19, 2010
  4. 4. ALLEN’S OBVIOUS TENET #1 Content consumption is increasing, but distribution is more diffuse PHOTOSHELTER RESEARCH 2010 | 4 Wednesday, May 19, 2010
  5. 5. ALLEN’S OBVIOUS TENET #2 The perceived value of content inversely correlates to the ease of production PHOTOSHELTER RESEARCH 2010 | 5 Wednesday, May 19, 2010
  6. 6. ALLEN’S OBVIOUS TENET #2 PHOTOSHELTER RESEARCH 2010 | 6 Wednesday, May 19, 2010
  7. 7. ALLEN’S LESS OBVIOUS TENET #3 Viable distribution channels will always be scarce PHOTOSHELTER RESEARCH 2010 | 7 Wednesday, May 19, 2010
  8. 8. ALLEN’S OBSCURE TENET #4 If Content is King, Marketing is the Boston Celtics. PHOTOSHELTER RESEARCH 2010 | 8 Wednesday, May 19, 2010
  9. 9. I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 9 Wednesday, May 19, 2010
  10. 10. THERE ONCE WAS A MAN... • Googled “toilet seats” • Clicked Kohler.com • Found a “quiet close” seat • Ordered online • Installed it • Much happiness 2 10 Wednesday, May 19, 2010
  11. 11. MAD LIB DECONSTRUCTION 4 11 Wednesday, May 19, 2010
  12. 12. MAD LIB: RAISING THE BAR BY LOWERING THE SEAT guy toilet seat A __________ needed a __________, but didn’t know much about it. So he Googled for toilet seat and ________, clicked on one of the top search results. The website, kohler.com was information-rich, and he was able to ________, toilet seats learn more about ___________ without having to pick up the phone or send an e-mail. Because the website had e-commerce, he was able to toilet seat purchase the _________ online at night from the toilet seat comfort of his own home. The __________ arrived a days few __________ later, and the customer was very _________, and made a mad lib about his experience. happy 5 12 Wednesday, May 19, 2010
  13. 13. MAD LIB: THINGS ARE STARTING TO CLICK magazine editor travel image A _____________ needed a __________, but didn’t waikiki photo know much about it. So he Googled for __________, and clicked on one of the top search results. The website, hawaiipics.com was information-rich, and he ____________, beach photos was able to learn more about ___________ without having to pick up the phone or send an e-mail. Because the website had e-commerce, he was able to image purchase the _________ online at night from the image comfort of his own home. The __________ arrived a seconds few __________ later, and the customer was very relieved _________, and made a mad lib about his experience. 6 13 Wednesday, May 19, 2010
  14. 14. THE ONE THAT GOT AWAY 7 14 Wednesday, May 19, 2010
  15. 15. Searching for your name and finding your own website isn’t SEO. The goal is unsolicited web traffic. PHOTOSHELTER RESEARCH 2010 | 15 Wednesday, May 19, 2010
  16. 16. WHERE’S YOUR WEBSITE? When a user searches for: – syracuse multimedia producer – best wedding video nyc – canon 5d video seminar 16 Wednesday, May 19, 2010
  17. 17. 17 Wednesday, May 19, 2010
  18. 18. GOOGLE PLACES google.com/local/add 18 Wednesday, May 19, 2010
  19. 19. 19 Wednesday, May 19, 2010
  20. 20. GOLDEN TRIANGLE • In eye-tracking and mouse-tracking studies, most clicking occurs in the top 3 positions • Drops dramatically “below fold” • SEO is about being on page 1 20 Wednesday, May 19, 2010
  21. 21. WHAT FACTORS AFFECT SEO? Usage 13 Domain On-Page 30 15 Links 44 Source: Rand Fishkin/SEOMoz.org Wednesday, May 19, 2010
  22. 22. WHAT FACTORS AFFECT SEO? Usage 13 Links & Anchor Text Domain On-Page 30 15 • Inbound Links • Distance from Trusted Domain • PageRank • Anchor Text The most Links important factors 44 22 Wednesday, May 19, 2010
  23. 23. WHAT FACTORS AFFECT SEO? Usage 13 On-Page Factors On-Page Domain 15 30 • Page Titles • Meta Desc • Descriptive URL • ALT data You can do it! Links 44 23 Wednesday, May 19, 2010
  24. 24. SEO CHECKLIST • On-Page Factors (aka Good Content) 24 Wednesday, May 19, 2010
  25. 25. ON-PAGE: TITLE & META DESCRIPTION Wednesday, May 19, 2010
  26. 26. ON-PAGE: TITLE & META DESCRIPTION Wednesday, May 19, 2010
  27. 27. ON-PAGE: TITLE & META DESCRIPTION Wednesday, May 19, 2010
  28. 28. ON-PAGE: TITLE & META DESCRIPTION • Page title is the most important on-page factor • Create unique page titles and meta descriptions • The order of keywords in titles correlates strongly with SEO ranking • Title: 70 char; Desc: 140 char • Put your name at the end of the title • Description should be considered as “ad copy” for your SERP 28 Wednesday, May 19, 2010
  29. 29. SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images 29 Wednesday, May 19, 2010
  30. 30. Search Engine and “SEO” to-do list Wednesday, May 19, 2010
  31. 31. ON-PAGE: KEYWORDS & CAPTIONS • Search engines cannot read embedded meta data (yet) • Your website needs to redisplay this data next to your images • Create a keyword “hit list” of terms that you’d like to rank for in search engines 31 Wednesday, May 19, 2010
  32. 32. GOOGLE ADWORDS ADWORDS.GOOGLE.COM Wednesday, May 19, 2010
  33. 33. SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images 33 Wednesday, May 19, 2010
  34. 34. SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images • Build Links! – Photograph compelling material 34 Wednesday, May 19, 2010
  35. 35. 35 Wednesday, May 19, 2010
  36. 36. SHAWN ROCCO: CELLULAR OBSCURA 36 Wednesday, May 19, 2010
  37. 37. “GOOD” CONTENT IS VISIBLE TO SEARCH ENGINES 37 Wednesday, May 19, 2010
  38. 38. SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images • Build Links! – Photograph compelling material – Update frequently 38 Wednesday, May 19, 2010
  39. 39. SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images • Build Links! – Photograph compelling material – Update frequently – Anchor text matters 39 Wednesday, May 19, 2010
  40. 40. ANCHOR TEXT MATTERS POORLY OPTIMIZED Grover took some shots of the Empire State Building. STILL POORLY OPTIMIZED Grover took some photos of the Empire State Building. OPTIMIZED Grover took the best photos of the Empire State Building. 40 Wednesday, May 19, 2010
  41. 41. SEO STARTS WITH GOOD CONTENT Good “content” simply means • Keyword-rich textual content • Topical focus which meets the expectation of the viewr • Regular updates • Broad-based and growing 41 Wednesday, May 19, 2010
  42. 42. I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 42 Wednesday, May 19, 2010
  43. 43. INCREASE YOUR ONLINE FOOTPRINT Should I be on Twitter? Should I be on Facebook? Should I be on LinkedIn? Answer #1: Yes, for brand management 43 Wednesday, May 19, 2010
  44. 44. INCREASE YOUR ONLINE FOOTPRINT 44 Wednesday, May 19, 2010
  45. 45. INCREASE YOUR ONLINE FOOTPRINT Don’t be the needle in the haystack. Be the haystack. 45 Wednesday, May 19, 2010
  46. 46. INCREASE YOUR ONLINE FOOTPRINT The goal of social media for business: • NOT mindless interaction • It’s a conduit to your website points of conversion 46 Wednesday, May 19, 2010
  47. 47. INCREASE YOUR ONLINE FOOTPRINT Should I be on Twitter? Should I be on Facebook? Should I be on LinkedIn? Answer #2: I don’t know. Test and analyze. 47 Wednesday, May 19, 2010
  48. 48. I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 48 Wednesday, May 19, 2010
  49. 49. TRAFFIC SOURCES IN GOOGLE ANALYTICS Wednesday, May 19, 2010
  50. 50. VISITS REFERRED BY KEYWORDS Wednesday, May 19, 2010
  51. 51. GOOGLE ANALYTICS “INTELLIGENCE” REPORTS Wednesday, May 19, 2010
  52. 52. I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 52 Wednesday, May 19, 2010
  53. 53. BLOGGING FOR PHOTOGRAPHERS Two types of bloggers • Those who can amass a large audience • Everyone else 53 Wednesday, May 19, 2010
  54. 54. YOU ARE NOT VINCENT LAFORET 54 Wednesday, May 19, 2010
  55. 55. BLOGGING FOR PHOTOGRAPHERS 55 Wednesday, May 19, 2010
  56. 56. SEO STARTS WITH GOOD CONTENT Your blog is not an online journal • It’s an SEO machine • You pick the topics • You pick the keywords and phrases • You create backlinks 56 Wednesday, May 19, 2010
  57. 57. I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 57 Wednesday, May 19, 2010
  58. 58. WHAT’S CONVERSION? Conversion is getting people to do what you want them to do. • If your website is only an online portfolio, then the only conversion is getting people to look at images • If you have e-commerce, then you can create the ultimate conversion –  making money 24/7. 58 Wednesday, May 19, 2010
  59. 59. THE NYT & YOUTUBE DON’T DEAD END 59 Wednesday, May 19, 2010
  60. 60. WHAT IF WE ACTED LIKE START-UPS ...and split tested our content, using conversion % as the Key Performance Indicator (KPI) 60 Wednesday, May 19, 2010
  61. 61. WHAT IF WE ACTED LIKE START-UPS ...and leveraged our community to help with content creation while increasing their loyalty 61 Wednesday, May 19, 2010
  62. 62. WHAT IF WE ACTED LIKE START-UPS ...and forced ourselves to have a mission statement for multimedia instead of doing it b/c our cameras have video 62 Wednesday, May 19, 2010
  63. 63. ALLEN’S UNINTELLIGIBLE TENET #5 Multimedia’s promise is unfulfilled. The vision is a decade old. You can change that. PHOTOSHELTER RESEARCH 2010 | 63 Wednesday, May 19, 2010
  64. 64. http://www.photoshelter.com/mkt/research Wednesday, May 19, 2010
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