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The Best Camera Isn't the One With Video
 

The Best Camera Isn't the One With Video

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How SEO, social media, analytics and online marketing can make multimedia viable

How SEO, social media, analytics and online marketing can make multimedia viable

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    The Best Camera Isn't the One With Video The Best Camera Isn't the One With Video Presentation Transcript

    • 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
    • Hello, World. I’m Allen 0 37 Youth Honolulu, HI College Yale University Penthouse Internet hotjobs.com PhotoShelter.com Wednesday, May 19, 2010
    • 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
    • ALLEN’S OBVIOUS TENET #1 Content consumption is increasing, but distribution is more diffuse PHOTOSHELTER RESEARCH 2010 | 4 Wednesday, May 19, 2010
    • 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
    • ALLEN’S OBVIOUS TENET #2 PHOTOSHELTER RESEARCH 2010 | 6 Wednesday, May 19, 2010
    • ALLEN’S LESS OBVIOUS TENET #3 Viable distribution channels will always be scarce PHOTOSHELTER RESEARCH 2010 | 7 Wednesday, May 19, 2010
    • ALLEN’S OBSCURE TENET #4 If Content is King, Marketing is the Boston Celtics. PHOTOSHELTER RESEARCH 2010 | 8 Wednesday, May 19, 2010
    • I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 9 Wednesday, May 19, 2010
    • 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
    • MAD LIB DECONSTRUCTION 4 11 Wednesday, May 19, 2010
    • 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
    • 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
    • THE ONE THAT GOT AWAY 7 14 Wednesday, May 19, 2010
    • 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
    • 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 Wednesday, May 19, 2010
    • GOOGLE PLACES google.com/local/add 18 Wednesday, May 19, 2010
    • 19 Wednesday, May 19, 2010
    • 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
    • WHAT FACTORS AFFECT SEO? Usage 13 Domain On-Page 30 15 Links 44 Source: Rand Fishkin/SEOMoz.org Wednesday, May 19, 2010
    • 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
    • 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
    • SEO CHECKLIST • On-Page Factors (aka Good Content) 24 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 Wednesday, May 19, 2010
    • 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
    • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images 29 Wednesday, May 19, 2010
    • Search Engine and “SEO” to-do list Wednesday, May 19, 2010
    • 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
    • GOOGLE ADWORDS ADWORDS.GOOGLE.COM Wednesday, May 19, 2010
    • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images 33 Wednesday, May 19, 2010
    • SEO CHECKLIST • On-Page Factors – Create unique page titles – Caption & keyword your images • Build Links! – Photograph compelling material 34 Wednesday, May 19, 2010
    • 35 Wednesday, May 19, 2010
    • SHAWN ROCCO: CELLULAR OBSCURA 36 Wednesday, May 19, 2010
    • “GOOD” CONTENT IS VISIBLE TO SEARCH ENGINES 37 Wednesday, May 19, 2010
    • 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
    • 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
    • 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
    • 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
    • I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 42 Wednesday, May 19, 2010
    • 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
    • INCREASE YOUR ONLINE FOOTPRINT 44 Wednesday, May 19, 2010
    • INCREASE YOUR ONLINE FOOTPRINT Don’t be the needle in the haystack. Be the haystack. 45 Wednesday, May 19, 2010
    • 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
    • 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
    • I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 48 Wednesday, May 19, 2010
    • 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 PHOTOSHELTER RESEARCH 2010 | 52 Wednesday, May 19, 2010
    • BLOGGING FOR PHOTOGRAPHERS Two types of bloggers • Those who can amass a large audience • Everyone else 53 Wednesday, May 19, 2010
    • 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 • You pick the topics • You pick the keywords and phrases • You create backlinks 56 Wednesday, May 19, 2010
    • I. Search Engine Optimization II. Social Media III. Analytics IV. Blogging V. Conversion PHOTOSHELTER RESEARCH 2010 | 57 Wednesday, May 19, 2010
    • 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
    • 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 Performance Indicator (KPI) 60 Wednesday, May 19, 2010
    • 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
    • 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
    • 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
    • http://www.photoshelter.com/mkt/research Wednesday, May 19, 2010