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New Media and Social Media Workshop




                                                            Tsevis



     Foreign Service Institute – Department of State
            School of Professional and Area Studies
   Public Diplomacy Division Director: Matthew Lussenhop
   Instructors: Chris Degnan, Matthew Lussenhop, Eric Schwartzman
                       Course Number PY363

                         July 17, 2009
Housekeeping

         • Breaks and Lunch
         • Cell Phones
         • Introductory Course
         • Technical Problems
         • Curriculum
         • Handouts are Digital
         • Twitter Hashtag #sm@state
         • Spam Email Account
         • Web Browsers


                                       2
Search Volume




*Based on the five major search engines including partner searches and cross-channel searches. Searches for
mapping, local directory, and user-generated video sites that are not on the core domain of the five search
engines are not included in the core search numbers.

**May data does not include search activity at Microsoft Bing, which was launched on June 1. Microsoft Bing
will be included with June qSearch data.



Source: comScore


                                                                                                              3
Secret Formula




                 4
Objective




              Leverage
             Content to
              Generate
            Transactions


                           5
Optimization vs. Marketing

                             SEM




                             SEO




                                   6
Acting Like a Publisher




           Editorial and
            Advertising
             Content
                           7
First Rule of Search Engine Optimization




                                           8
Citation Indexing




                    9
Case Study: Organic Blog Optimization




                                        10
Case Study: Inbound Links




                            11
Case Study: Tracking Inbounds




                                12
Case Study: Search Results




                             13
Case: Fewer Inbounds, Higher Rank?




                                     14
Case Study: Evaluating Inbounds




                                  15
Citation Indexing



                                                  SEOed Site
                                                   Landing
                        SEOed                       Page
                         Press
       Wiki
                        Release




                                                       News
                                                        Hit
       Blog
        Hit
                                   Online
                                  Newsroom


                                                  PR



                                             PR
              PR
                   PR
                             PR




                                                               16
Three Steps to Measuring Blogger Influence




    Source: Mountain Runner Blog
                                             17
Step 1: Community Mapping




 Source: Kartoo
                            18
Step 2: Inbound Links




     Source: Yahoo! Site Explorer
                                    19
Step 2: Site Rank




       Source: Technorati




                            20
Step 3: BlogPulse Conversation Tracker




Source: Blogpulse Conversation Tracker


                                         21
Additional Measurement Resources




                                   22
Additional Measurement Resources

Market Trends




                                   23
Brief and Concise




                    24
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    Headline: “Zuma testimony sparks HIV fear”
hit South Africa’s war on AIDS?”
Headline: “Tulsa star: The life and career of much-   Headline: “Obituary: Gene Pitney
loved 1960’s singer”
Headline: “It’s Chemistry Over Pedigree as Gators     Headline: “Gators Cap Run with First Title”
Roll to First Title”




                                                                                                    25
Keyword Discovery




                    26
Understanding Google Trends: Demand




                                      27
Understanding Google Trends: Demand




                                      28
Search Trends




    Source: Google Trends   29
Obama Effect?




                30
Examining Global Challenges by Region




                                        31
Search Trends – Popular Language




    Source: America.gov
                                   32
Additional Search Volume Resources




                                     33
Keyword Discovery: Related Searches




                                      34
Keyword Discovery: Wonder Wheel




                                  35
Defining Global Challenges




                             36
Keyword Discovery: External Keyword Tool




                                           37
Quantity vs. Quality




                       38
Intro to Meta Data




                     39
Finding Meta Data




                    40
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




                                                                          41
Generic Title Tags




                     42
Meta Page Descriptions


       1. Meta Description in Web Page HTML (View > Source in a Browser)




                  2. Meta Page Description in Search Results




                                                                           43
Why Meta Descriptions Matter




                               Source: Eyetrack 3



                                                    44
Dynamic Meta Page Descriptions




                                 45
Spying through Meta Keywords




                               46
Spying through Keywords Density Analysis




                                           47
1. Check for Title Tags




                          48
2. Check for Meta Page Descriptions




                                      49
3. Check for Dynamic Meta Content




                                    50
4. Check for Summary Blurbs




                              51
5. Search Press Release Headlines




                                    52
Search Friendly Newsroom HTML




                                53
PDFs and Search




                  54
Flash and Search




                   55
Social Bookmarking




                     56
Favorites use Title Tags




                           57
Social Bookmarking




                     58
Benefits of Sharing


  1. Access favorites from anywhere
  2. Share your favorites publicly
  3. Use popular opinion to find info online




                                               59
Live Demo: Social Bookmarking




       1. Create Delicious account
       2. Log in
       3. Post URL
       4. Save
       5. Search popular tags




                                     60
Live Demo: Social Search Monitoring




 1. Query Delicious
 2. Add Resulting RSS Feeds to Google
    Rearder




                                        61
Live Demo: Questions




        1.   Yahoo! Answers
        2.   Linkedin Questions
        3.   Facebook Status
        4.   Twitter




                                  62
User Ratings




               63
Social News Site: Digg




                         64
Social Bookmarking: Digg




                           65
Social Networking




                    Image by: Luc Legay

                                          66
Global Social Networking Penetration




                                       67
Global Social Networking Penetration Growth




                                              68
Corporate Social Networking Adoption




                                       69
Global Social Networking Brand




                                 70
Social Networking – Usage Trends




                                   71
Social Networking: US Communities by Popularity




               • Facebook                           78%
               • MySpace                            42%
               • Linkedin                           17%
               • Twitter                            10%



 Source: http://www.consumerinternetbarometer.us/



                                                          72
Social Networking: MySpace




      Back End               Front End

                                         73
Social Networking: Facebook




                              74
Social Networking: Custom URLs




                                 75
Social Networking: Facebook Company Pages




                                            76
Social Networking: Facebook Company Pages




                                            77
Social Networking: Facebook Company Pages




                                            78
Facebook by the Numbers


• 12x growth since opening to nonstudents in
  Sept. 2006
• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b value
• $145m ad revenue in 2007
• MySpace had $510m in ad revenue in 2007
• $0.15 CPM vs. $13 CPM at Yahoo!
                    Fortune Magazine, May 26, 2008




                                                     79
Case Study: HSBC




                   80
Social Networking: Linked In




                               81
Social Networking: Linked In Groups




                                      82
Social Networking: Niche Nets




                                83
Social Networking: Niche Nets




                                84
Social Networking: Niche Nets




                                85
Social Networking: White Label Platforms




                                           86
Social Networking: White Label Platforms




                                           87
Social Networking: ExchangesConnect




                                      88
Social Networking Aggregators




                                89
Social Networking Aggregators




                                90
Social Networking Mash-Ups




                             91
Social Networking for PR


  • Market research

  • How to videos

  • D.I.Y. videos

  • Promote events

  • Solicit donations

  • Find influentials

  • Build affinity groups

  • Be community minded, not sales minded

                                            92
Naked Conversations



     “Formality suppresses dialogue; informality
  encourages it. Formal conversations and
  presentations leave little room for debate. They
  suggest that everything is scripted and
  predetermined. Informal dialogue is open. It
  invites questions, encourages spontaneity and
  critical thinking...Informality gets the truth out. It
  surfaces out-of-the-box ideas -- the ideas that may
  seem absurd at first hearing but that create
  breakthroughs.“
                         -Larry Bossidy, CEO, Honeywell



                                                       93
PSNH Case Study: Process Detail




                                  94
New Media Case Study: PCNH



                 Organizational
                   Communications




Twitter          Online Newsroom          YouTube &
                                            Flickr




 Customer    News Media    Constituents
   Service




                                                      95
Wikipedia




            96
Wikipedia – From Marketing Sherpa




  Getting Listed

  “Stub” articles

  Propose articles for creation

  Enlisting community member to create an article




                                                    97
Wikipedia – From Marketing Sherpa




  Monitoring Your Listing

  Appoint a Wikipedia ambassador

  Participate in the community

  Monitoring your existing Wikipedia pages (RSS)




                                                   98
Wikipedia – From Marketing Sherpa




  Getting Errors Fixed

  Flag factual errors on discussion pages

  Handle criticism on discussion pages

  Propose new links on discussion pages




                                            99
Wikipedia – Other Issues




          Terms and Conditions

          Conflicts of Interest

          Neutral Point of View Policy

          “Peacock Terms”




                                         100
Wikipedia Hall of Shame




                          101
Monsanto Edits Michael Moore




                               102
US DoJ Obfuscates Bush Criticism




                                   103
Wisdom of the Chaperones




                           104
Chris Wilson On the Record…Online




                                    105
Carry the Message

                                         Online Communications Master Class
                                         June 26, 2009 - Boston
                                         PRSA | Map

                                         Online Communications Boot Camp
                                         June 24-25, 2009 - Boston
                                         PRSA | Map

                                         Social Media for Journalists
                                         June 19, 2009 - NYC
                                         Media Bistro | Map

                                         Understanding New Communications Technologies
                                         June 3, 2009 - Las Vegas
                                         The Licensing Show | Map




Source: Social Media Training Calendar




                                                                                         106
Help Yourself




                107
Eric Schwartzman


                          (310) 463-4026                                            Phone

                          ebs[at]schwartzmanpr[dot]com                              Email

                          schwartzmanpr.com                                         Website

                          ontherecordpodcast.com                                    Podcast

                          spinfluencer.com                                          Blog

                          ericschwartzman                                           Friendfeed

                          @ericschwartzman                                          Twitter

                          facebook.com/ericschwartzman                              Facebook




  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


                                                                                                                  108

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