Social Media Master Class NYC
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  • 1. New Media PR Master Class NYC Instructor: Eric Schwartzman
  • 2. Housekeeping • Breaks and Lunch • Guest Speaker • Handouts are Digital 2
  • 3. Agenda • Press Release SEO • Audio, Video and Streaming Production • G Guest S t Speaker: Peter Himler k P t Hi l • Mobile Social Networking • Podcast Release and Promotion • Strategic Recap 3
  • 4. Search Engine Optimization 4
  • 5. Case Study: Press Release SEO 5
  • 6. SEOed Press Release 6
  • 7. SEOed Press Release 7
  • 8. SEOed Landing Page 8
  • 9. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 9
  • 10. Press Release SEO 1) Discovery and validate keywords or keyword clusters 2) Use keywords in headline and in the first 250 words 3) Link keywords to an SEOed landing page on your website 4) Write an original title page and meta page description 5) Repeat steps 1-4 on a landing page on your site 6) Upload press release to your online news room 7) Distribute the release on a newswire 8) Blog the News 9) Send pitches to relevant j ) p journalists and bloggers gg 10) Monitor and analyze traffic on landing page 10
  • 11. Step 1: Search a Potential Keyword Search the keyword you think may be applicable and examine the meta keywords of the top 5 results. 11
  • 12. Step 1: Keyword Discovery Tools 1. 1 Search Engines 2. Meta Keywords 3. Density Analyzer 4. Yahoo Site Explorer 5. Google Trends 6. Trellian 7. Google External Keywords Tool 12
  • 13. Step 1: Review Meta Keywords of Top-Ranked Sites 13
  • 14. Step 1: No Meta Data? Analyze Density 14
  • 15. Step 1: Broaden Your View with Adwords If some of the keywords in the meta keywords field seem relevant, repeat step one with those newer keywords. keywords And try running the top listed sites through Google’s External Keyword tool. If new keywords surface that seem relevant, repeat step one. 15
  • 16. Step 1: Evaluate Inbounds on Yahoo Site Explorer Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo! Site Explorer. Look to see if they are drawing rank from inbounds to their sites from high profile domains, or from .edu or .gov domains. 16
  • 17. Step 1: Number of Inbound Links Also in Yahoo Site Explorer, evaluate whether or not you think you can collect more inbounds for your press release. release Ask yourself “Is my press release more yourself, Is relevant than the websites currently coming up first when I search my intended keywords?” 17
  • 18. Step 1: Too Competitive? Add Modifiers. • Company • Rates • City Name • Services • Pricing • Surrounding Suburbs • Professional • Deals • State (including abbreviations NYC, IL, • Best • Affordable FL, WA, etc.) • Top • Offers • County Name • Leading • Packages • Internet • Quality • Organization • Cheap • Marketing • Business • Solution • Online l 18
  • 19. Step 1: Compare Volume in Google Trends Go to Google Trends or Insights and see which of the keywords you’re experimenting with has the most search volume. Test like terms against each other to which ones are most popular. 19
  • 20. Step 1: No Volume? Try Keyword Discovery 20
  • 21. Step 1: Prefer Clusters or Want More Ideas? 21
  • 22. Step 1: Prefer Clusters or Want More Ideas? 22
  • 23. Step 1: Select your Keywords Narrow down your list to three keywords, picking one high volume term, one medium volume term and one low ol me lo volume. If you’re choosing effecti e ke o ’ e effective keywords, the o ds lower the search volume, the greater the likelihood of conversions against those searches will be. 23
  • 24. Step 1: Strategic Keyword Discovery 24
  • 25. Step 2: Use the Keywords in the Release Use your keywords in the copy of your press release. Use them, if possible, in the headline, sub-headline and at least sub headline the first 250 words of the release, but strive for readability over repetition. If it reads like you’re keyword stuffing, you’ve overdone it. 25
  • 26. Step 3: Anchor Link Keywords to Landing Page The anchor text or link label is the visible, clickable text in a hyperlink. hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines. <a href="http://www.wikipedia.org">Wikipedia</a> Poor hyperlink usage: Today our president abstained from ratifying the North American Free T d Agreement. To know more, click h F Trade A t T k li k here. A better way of linking that keyword would be: Today our president abstained from ratifying the North American Free Trade Agreement. 26
  • 27. Step 3: Link Shorteners 27
  • 28. Step 3: Embed Tracking Links Link at least one instance of each of your three keywords to the web page your trying to search engine optimize. This will h b i h i i i hi ill a separate page from the actual press release itself, and should also be optimized for the same keywords. It cannot be duplicate content. It must be different, even if only slightly so. Hyperlink the keywords and a trackable link shortening service like www.bit.ly so you can see how many times they keywords get clicked, and whether or not people were referred t your target web page from your press release, f d to t t b f l which could wind getting picked and posted to other websites. 28
  • 29. Step 5: Target Your Release to a Landing Page 29
  • 30. Step 4: Create Meta Data 30
  • 31. Step 4: Where Title Tags Appear 31
  • 32. Step 4: Where Meta Page Descriptions Appear 32
  • 33. Step 4: Example of Release w/o Title Tags 33
  • 34. Step 4: Example of Release w/o Meta Page Descriptions 34
  • 35. Step 4: Example of Release w/Dynamic Meta Content 35
  • 36. Step 4: Why Meta Page Descriptions Matter Source: Eyetrack 3 k 36
  • 37. Step 5: Distribute the Release 37
  • 38. Step 5: Newswire Options 1. http://www.prweb.com 2. http://www.prleap.com 3. http://i-newswire.com 4. http://www.webwire.com 5. http://www.pressbox.co.uk 6. http://www.24-7pressrelease.com 7. http://www.clickpress.com 8. http://www.przoom.com 9. http://www.pr.com 10. http://www.marketwire.com 10 http://www marketwire com 11. http://www.prnewswire.com 12. http://www.businesswire.com p Source: Online Marketing Blog 38
  • 39. Step 5: Free Newswires Options Search Engine Friendly The winners, backlinks with anchor-text: http://www.free-news-release.com/ http://www.freepressreleases.co.uk/ p // p / http://www.i-newswire.com/ http://www.prleap.com/ Losers, no backlinks if you don’t pay: http://express-press-release.com http://www.free press release.com http://www.free-press-release.com http://www.prfree.com/ Site Readability y Ease of Use Winners: Winners (direct submission): http://www.click2newsites.com/ http://www.prweb.com/ http://www.free-news-release.com/ http://www.prleap.com/ http://www.i-newswire.com/ http://www.pressbox.co.uk/ Losers http://www.free-news-release.com/ Losers: http://www.free-press-release.com http://www.pr9.net/ <-requires different account registration for different company press http://www.prfree.com/ submission. Source: Cheng Soon 39
  • 40. Step 6: Blog the News 40
  • 41. Step 7: Get Inbound Links 41
  • 42. Step 8: Watch for Traffic Sources from Shortened URLs 1. Embed tracking codes in the links from the release to the landing page. l di 2. Monitor the web analytics of the site the press release links to for referral traffic sources. 3. Setup Google alerts to monitor when the release gets picked up. 4. Monitor blog search engines like Google blog search. g g g g 5. Monitor standard search engines for pickups and links. 6. Track conversions from press release landing pages. Source: Top Rank Marketing Blog 42
  • 43. Issues for Public Companies 43
  • 44. Websites as Newswires On the Record…Online 44
  • 45. Review: Press Release SEO 1) Discovery and validate keywords or keyword clusters 2) Use keywords in headline and in the first 250 words, at least 3) Link keywords to an SEOed landing page on your website 4) Write an original title page and meta page description 5) Distribute your release 6) Blog and share the news with your online social network 7) Get inbounds links 8) Monitor and analyze i M i d l incoming traffic to landing page i ffi l di 45
  • 46. Podcast Production 46
  • 47. Podcast Production 47
  • 48. Podcast Production 48
  • 49. Audio Podcasting Production Demo 49
  • 50. Shooting Video: Flip 50
  • 51. Shooting Video: High-End – Canon XL H1S 51
  • 52. Video Editing Software – Windows Movie Maker 52
  • 53. Shooting Video: HD Portable Gear Sanyo Xacti HD1000 4MP MPEG4 High Definition Sennheiser Camcorder Wireless Body-pack 1080i Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere 53
  • 54. Video Editing Software – Mac iMovie 54
  • 55. Video Production Demo 55
  • 56. Shooting Video: Streaming Gear 56
  • 57. Live Streaming Video Demo 57
  • 58. Lunch Break 58
  • 59. Content Strategy: Building Social Capital 59
  • 60. Syndication: friendfeed 60
  • 61. Syndication: friendfeed User Names & Passwords Go Here User Names & Passwords Go Here 61
  • 62. Syndication: friendfeed 62
  • 63. Syndication: friendfeed 63
  • 64. Syndication: friendfeed Syndicate Activity to Twitter Syndicate Activity to Twitter 64
  • 65. Syndication: friendfeed 65
  • 66. Syndication: friendfeed 66
  • 67. Syndication: friendfeed 67
  • 68. Syndication: Posterous 68
  • 69. Syndication: Posterous 69
  • 70. Syndication: Comments 70
  • 71. Content Strategy: Curate News via Google Reader 71
  • 72. Content Strategy: Editorialize via Google Reader 72
  • 73. Content Strategy: Curate Podcasts via Gigadial 73
  • 74. Content Strategy: Blogs & Podcasts 74
  • 75. Content Strategy: Feedity 75
  • 76. Content Strategy: Flickr 76
  • 77. Content Strategy: Facebook 77
  • 78. Content Strategy: Facebook 78
  • 79. Centralized Online Video Distribution 79
  • 80. Content Strategy: TwitterFeed 80
  • 81. Content Strategy: TweetStats 81
  • 82. Content Strategy: Tweetburner 82
  • 83. Content Strategy: Integrated Social Bookmarking 83
  • 84. Content Strategy: Bookmarking Widget 84
  • 85. Content Strategy: Widgets 85
  • 86. Content Strategy: Widgets 86
  • 87. Risks of Syndication 87
  • 88. Mobile Social Networking 88
  • 89. Content Strategy: Flickr 89
  • 90. Mobile Social Networking http://www.facebook.com/mobile/?settings#/mobile/ 90
  • 91. Mobile Social Networking 91
  • 92. Mobile Social Networking 92
  • 93. Moblogging 93
  • 94. Mobile Social Networking 94
  • 95. Mobile Social Networking: UberTwitter http://www.ubertwitter.com/ 95
  • 96. Syndication: twitpic 96
  • 97. Mobile Social Networking 97
  • 98. Google Analytics Demo 98
  • 99. Understanding Web Stats: Low Bounce Rate Traffic 99
  • 100. Understanding Web Stats: Landing Pages 100
  • 101. Understanding Web Stats: Taking Action • Identify keywords with high/low bounce rates • Build on existing strengths g g • Fortify desirable keywords with content • Eliminate ineffective keywords entirely • Evaluate landing pages for relevancy and calls to action 101
  • 102. Understanding Web Stats: Refresher Tutorial 102
  • 103. Telling Quantitative Stories • Numerical data is considered more objective • Understanding numbers is a statistician’s job • Great data visualizations tell great stories g • Data is boring, if you don’t know what to look for • R Raw numbers lack meaning b l k i • A dataset is a bucket full of numbers • There are stories in that bucket Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization 103
  • 104. Data Visualization 104
  • 105. Data Visualization 105
  • 106. Data Visualization 106
  • 107. Data Visualization 107
  • 108. Data Visualization 108
  • 109. Data Visualizations Since April 07, 2008 109
  • 110. Indy Star: Data Visualizations 110
  • 111. Data Visualization: Practical Challenges 111
  • 112. NY Times Data Visualization Graphic 112
  • 113. NY Times Visualization Lab 113
  • 114. Data Visualization Resource 114
  • 115. Entergy Storm Center Maps Power Outages Color Coded by Size Outage Street Level Detail 115
  • 116. Data Visualization Resource 116
  • 117. Data Visualization Resource 117
  • 118. Data Visualization - Embed Codes 118
  • 119. Data Visualization - Beach Report Card 119
  • 120. Gov 2.0 – Government as a Platform 120
  • 121. Living, Breathing Mediascape: Flickr Photo Stream 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 121
  • 122. Living, Breathing Mediascape: Twitter Stream 122
  • 123. Reactions of the Blogosphere to Iranian Elections 123
  • 124. Locations of Major Protests 124
  • 125. Protest Sites 125
  • 126. Protest Sites 126
  • 127. Living Breathing Mediascape 111,122 Facebook Supporters as of July 13, 2009 127
  • 128. Living, Breathing Mediascape: Radian6 Cairo Speech Cairo Speech “Obama” Peak Obama Peak “Freedom” Peak Freedom Peak 128
  • 129. Real Time Collaboration 129
  • 130. Data Visualization Resource 130
  • 131. New Media Strategy: Infrastructure 131
  • 132. Realistic Objectives INFORMATIONAL TRANSACTIONAL SOCIAL measured by: measured by: measured by: • Site traffic • Ecommerce • User ratings • Unique visitors • Registrations • Comments • Length of stay • Insite searches • Interactions • Return visits • Downloads • Widget usage • HTML Usage • RSS Usage 132
  • 133. Infrastructure: Web 2.0 Blogger, Flickr, YouTube, Twitter Pros: Cons: • Cheap or free p • Less flexible • Easy to deploy • Cookie cutter • Simple to operate designs g • Updated • Generic URL automatically y • Not upgradable • Indexed quickly 133
  • 134. Web 2.0: Strategic Risks 1. Objectives b f 1 Obj ti before tools t l 2. Limitations of blog software 3. Conversion leaks 4. 4 Investing time in technology 5. Unsupported technology 6. Interoperability 7. Workflow management 8. Storage 134
  • 135. Infrastructure: Software Word Press Drupal Sharepoint Press, Drupal, Sharepoint, Vignette Pros: Cons: • Full design control • Complex set-up • No predetermined • Bandwidth issues templates • Unpredictable • Ad t bl Adaptable support costs t t • Distinct URL • Requires security updates • Community supported • Significant upfront investment • No regular ongoing fees 135
  • 136. Infrastructure: Cloud Computing Google, Salesforce.com, iPressroom Pros: Cons: • No client/server software • Ongoing commitment • Shorter deployment • Hosted externally • Global availability • Fee-based • Constant upgrades pg • Fully outsourced • No IT support required 136
  • 137. Which Platform is Right for Me? 1. What are my objectives? 2. Why am I communicating online? 3. Am I planning to communicate online indefinitely? 4. Am I planning to blog, podcast, SEO, use RSS and send email? 5. Am I doing this professionally or personally? 6. Do I want to feature ads or promotional material in context? 7. Am I tech savvy enough to support myself? 8. Can I rely on my IT resources to support me? 9. Will my online communications live on my org’s website? 10. Do I need a distinct URL? 11. 11 Do I need regular, external back-ups? eg la e te nal back ps? 12. Do I need immediate 24/7 support if my site goes down? 137
  • 138. Migrating Organizational Communications Online “Integration is important because time is p precious. They want the tools to be as y efficient as possible. It's a way to create value for the company, which means it needs to effective and efficient.” “The more time they spend using the tools and going from tool to tool, the g g , less time they spend working.” David Berger, Corp. Comm., IBM 138
  • 139. What Are Most Organizations Doing Now? Source: 2009 Digital Readiness Report 139
  • 140. What Digital Communications Skills are Most Important? Source: 2009 Digital Readiness Report 140
  • 141. Contact Info (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email ericschwartzman.com Website ontherecordpodcast.com Podcast spinfluencer.com Blog ericschwartzman Friendfeed @ericschwartzman Twitter facebook.com/ericschwartzman Facebook linkedin.com/in/schwartzman Linkedin Copyright applies to this document – some rights reserved. This work is licensed under a Creative reserved Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 141