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SKIP’S SUMMER SCHOOL ’09 <ul><li>Matt Hill </li></ul>
THE NEW RENAISSANCE Surviving and Thriving Online
THE NEW RENAISSANCE <ul><li>You can do it all, and you should </li></ul><ul><li>It’s fun </li></ul><ul><li>You have to pow...
 
 
WHO IS THIS GUY??
 
 
 
 
 
 
 
 
@MACgroup
 
 
 
 
 
 
 
WHAT WILL YOU LEARN? How people find you How to improve your chances of being found How to measure it
COMMUNICATE <ul><li>Words  </li></ul><ul><li>Video </li></ul>
AUTHENTICITY <ul><li>Are you Being Yourself? </li></ul><ul><li>Make Content Worth Sharing </li></ul><ul><li>The only quest...
TRANSPARENCY <ul><li>Almost everything is open on the Web. </li></ul><ul><li>Research your peers’ successes! </li></ul><ul...
TRANSPARENCY <ul><li>You must also be transparent </li></ul><ul><li>Be a niche </li></ul><ul><li>What you do can be scruti...
SYNTHESIS <ul><li>Insight: Everything  you do informs everything else you do. </li></ul><ul><li>Result: Pursue everything ...
 
FILL IN THE G.A.P. <ul><li>Goal </li></ul><ul><li>Audience </li></ul><ul><li>Payoff </li></ul>
NITTY GRITTY <ul><li>Put on your scuba gear, we’re diving deep. </li></ul>
WHY IS THE WEB SO IMPORTANT? <ul><li>Language </li></ul><ul><li>Search </li></ul><ul><li>Sharing is easy </li></ul><ul><li...
TRADIGITAL ADVERTISING <ul><li>Search – Google AdSense </li></ul><ul><li>PPC </li></ul><ul><ul><li>Google  </li></ul></ul>...
TRADIGITAL ADVERTISING: SEARCH <ul><li>Google is king </li></ul><ul><li>Yahoo distant second </li></ul><ul><li>Bing/Micros...
GOOGLE PPC / ADWORDS <ul><li>PPC = Fad Diet </li></ul><ul><li>SEO = Eating right and exercising </li></ul>
GOOGLE PPC / ADWORDS BENEFITS <ul><li>Immediate </li></ul><ul><li>You are advertising where everyone goes  to search </li>...
GOOGLE PPC / ADWORDS DISADVANTAGES <ul><li>Cost </li></ul><ul><li>Competition </li></ul><ul><li>Labor-intensive </li></ul>
GOOGLE EXPLAINED <ul><li>Natural (organic) results </li></ul><ul><ul><li>Left side of Google, best links win </li></ul></u...
 
GOOGLE <ul><li>The rules of SEO are always changing </li></ul><ul><li>Google wants everyone to benefit </li></ul><ul><li>Y...
GOOGLE ORGANICS – YOUR WEBSITE <ul><li>Get a good URL with keywords in it, or very simple to remember (both have advantage...
GOOGLE ORGANICS – OTHER WEBSITES <ul><li>Leave comments with a link back to your site </li></ul><ul><li>Call/meet people a...
GOOGLE PRACTICAL <ul><li>That was then, this is now… </li></ul>
 
 
THEN AND NOW: THE SIMILARITIES <ul><li>Maps locations first </li></ul><ul><li>PPC competition </li></ul><ul><li>Wayne Wall...
THEN AND NOW: THE DIFFERENCES <ul><li>346,000 (then) vs. 27 Million search results (now) </li></ul><ul><li>PartyPop has ri...
 
THEN AND NOW: ANALYSIS <ul><li>WayneWallace – business model (by one of his latest posts) seems to be getting talented peo...
 
THEN AND NOW: ANALYSIS <ul><li>PartyPop – No “H” tags. 99 mentions of “portrait”, 74 Las Vegas, and over 100 “photo” </li>...
 
THEN AND NOW: ANALYSIS <ul><li>Decidio – No “H” tags. 23 mentions of “portrait”, over 100 “Las Vegas” and “photog” </li></...
 
THEN AND NOW: ANALYSIS <ul><li>TrentBlackPhoto – Good copy on homepage </li></ul><ul><li>Gallery links pop up to Flash :( ...
GOOGLE INSIGHTS <ul><li>It’s better to be aware, but don’t get caught up in it too deeply;  it will always fluctuate </li>...
SOCIAL <ul><li>Blog </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul>
YOUR BLOG <ul><li>It you don’t have one by now, you are way behind </li></ul><ul><li>Keep it niche, keep it about you </li...
SOCIAL SEARCH:  IT’S ALL COMING TOGETHER <ul><li>Search Twitter – TwoQuick.com </li></ul><ul><li>Facebook vanity URLs </li...
 
facebook.com/MattHill
Use great copy with your links!
TWITTER <ul><li>This is the best place to learn how to write good copy, and very much why it is popular </li></ul><ul><li>...
WHAT’S IN  COMMON? <ul><li>Language </li></ul><ul><li>People talking to people </li></ul>
WHAT IS SEO? <ul><li>Search Engine Optimization is the process of performing tasks on your website to increase your natura...
SEO  WORST  PRACTICES <ul><li>META tag flooding – do not cram dozens of keywords into everything </li></ul><ul><li>Same Pa...
SIMPLE SEO PRACTICES <ul><li>Always have text on your homepage </li></ul><ul><li>Fill in the Title and Description META ta...
SIMPLE SEO PRACTICES (CON’T) <ul><li>Monitor yourself and your competition with Google News Alerts </li></ul><ul><li>Add c...
 
 
 
 
SEO RESOURCES FOR PHOTOGS <ul><li>LiveBooks Webinar “Learn How to Optimize Your liveBooks Site for Search Marketing” http:...
ADVANCED SEO <ul><li>Add an XML sitemap and ping the search engines when you add good content (easy in Wordpress) </li></u...
MEASURE ONCE, MEASURE TWICE… <ul><li>Google Analytics </li></ul><ul><li>YouTube Insights </li></ul><ul><li>Facebook  </li>...
 
DO IT YOURSELF, OR HIRE SOMEONE AND GET BACK TO SHOOTING! <ul><li>SEO </li></ul><ul><li>Website </li></ul><ul><li>I am not...
WHAT IS HAPPENING NOW? <ul><li>Your peers’ opinions and how they inform your networks  </li></ul><ul><li>Social Media </li...
YOU CAN’T DO IT ALONE <ul><li>Well, you might but it’s more fun if you  bring along friends </li></ul>
WHOM DO YOU LISTEN TO? <ul><li>Advertisers or friends/peers? </li></ul>
 
CASE STUDY: MARK WALLACE <ul><li>Photographer </li></ul><ul><li>Educator </li></ul><ul><li>Blogger </li></ul><ul><li>Socia...
CASE STUDY: MARK WALLACE <ul><li>Observations </li></ul><ul><li>LiveBooks Switchover </li></ul><ul><li>Analytics </li></ul...
MARK WALLACE <ul><li>OBSERVATIONS </li></ul><ul><li>Measure Everything </li></ul><ul><li>Quantify Everything, if Possible ...
MARK’S INSIGHTS ON HIS PHOTO BUSINESS <ul><li>90% of all their business comes through  Web presence </li></ul><ul><li>No a...
MARK’S INSIGHTS ON THE WEB <ul><li>1~2 hours qualifying reactions when new  videos/blog posts come out. </li></ul><ul><li>...
MARK SUGGESTS FOCUSING ON: <ul><li>Quality of content </li></ul><ul><li>Perceived value of content </li></ul><ul><li>Adjus...
CASE STUDY: MARK WALLACE <ul><li>Observations </li></ul><ul><li>LiveBooks Switchover </li></ul><ul><li>Analytics </li></ul...
CASE STUDY: MARK WALLACE <ul><li>LiveBooks Switchover </li></ul><ul><li>Mark switched from a custom-built photography webs...
CASE STUDY: MARK WALLACE <ul><li>Observations </li></ul><ul><li>LiveBooks Switchover </li></ul><ul><li>Analytics </li></ul...
 
 
 
 
 
 
 
 
 
LIVEBOOKS SEO-FRIENDLY FUNCTIONALITY <ul><li>You get what is essentially two websites – one in Flash, one in HTML, but opt...
LIVEBOOKS PEOPLE-FRIENDLY FUNCTIONALITY <ul><li>PDF gallery downloads with email and phone </li></ul>
LIVEBOOKS SEO & PEOPLE-FRIENDLY FUNCTIONALITY <ul><li>Captioning and metadata inline w/images </li></ul>
 
 
 
 
 
 
 
 
KEYWORDING YOUR PHOTOS <ul><li>Benefits: </li></ul><ul><li>Workflow friendly – do it on import </li></ul><ul><li>Websites ...
 
 
CASE STUDY: MARK WALLACE <ul><li>Observations </li></ul><ul><li>LiveBooks Switchover </li></ul><ul><li>Analytics </li></ul...
CASE STUDY: MARK WALLACE <ul><li>YouTube: Second most-searched site in the world </li></ul>
MARK WALLACE: YOUTUBE
YOUTUBE: HOT SPOTS
YOUTUBE: HOT SPOTS
YOUTUBE DISCOVERY: SOURCES
 
YOUTUBE DISCOVERY: SOURCES #2
 
YOUTUBE DISCOVERY: SEARCHES ON YT
YOUTUBE DISCOVERY: EMBEDDED
COMMENTS ARE GOOD:  DON’T FEED THE TROLLS, LEARN FROM THEM
YOUTUBE DISCOVERY: EMBEDDED #2
YOUTUBE DISCOVERY: RELATED
CASE STUDY: MARK WALLACE <ul><li>Wrapup </li></ul><ul><li>Quality, not Quantity </li></ul><ul><li>Use tools that help you ...
CHOCOLATE RAIN <ul><li>As soon as you think you are cool, check out the  # of views for “Chocolate Rain” on YouTube </li><...
CHOCOLATE RAIN – MEME TO MONEY
CASE STUDY: MARK WALLACE <ul><li>Thanks, Mark! </li></ul><ul><ul><li>snapfactory.com </li></ul></ul><ul><ul><li>blog.snapf...
VIDEO <ul><li>You have to do it and understand it </li></ul><ul><li>Or you have to ally yourself with someone who does. </...
VIDEO - CHALLENGES <ul><li>Time-Consuming </li></ul><ul><li>High learning curve </li></ul><ul><li>Huge drivespace requirem...
VIDEO - GOTCHYAS <ul><li>5D Mk II footage must be converted to  ProRes422 to use in FCP </li></ul><ul><li>Canon XL H1S – “...
VIDEO - BENEFITS <ul><li>Like a blog or Twitter, it allows you to express yourself outside of your photography </li></ul><...
VIDEO - SUGGESTIONS <ul><li>Try it </li></ul><ul><li>Work with professionals, learn from them </li></ul><ul><li>Try it aga...
 
WHEW… <ul><li>That was intense </li></ul>
FINAL THOUGHTS <ul><li>Analyze, Learn, Improve </li></ul><ul><li>Have fun doing it </li></ul><ul><li>The Web is about peop...
BE YOURSELF
THANK YOU <ul><li>work: </li></ul><ul><li>[email_address] </li></ul><ul><li>personal: </li></ul><ul><li>[email_address] </...
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Skip’S Summer School ’09 Presentation

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Skip’S Summer School ’09 Presentation

  1. 1. SKIP’S SUMMER SCHOOL ’09 <ul><li>Matt Hill </li></ul>
  2. 2. THE NEW RENAISSANCE Surviving and Thriving Online
  3. 3. THE NEW RENAISSANCE <ul><li>You can do it all, and you should </li></ul><ul><li>It’s fun </li></ul><ul><li>You have to power to publish anything you choose </li></ul>
  4. 6. WHO IS THIS GUY??
  5. 15. @MACgroup
  6. 23. WHAT WILL YOU LEARN? How people find you How to improve your chances of being found How to measure it
  7. 24. COMMUNICATE <ul><li>Words </li></ul><ul><li>Video </li></ul>
  8. 25. AUTHENTICITY <ul><li>Are you Being Yourself? </li></ul><ul><li>Make Content Worth Sharing </li></ul><ul><li>The only question you need to ask  Would you pass it along? </li></ul>
  9. 26. TRANSPARENCY <ul><li>Almost everything is open on the Web. </li></ul><ul><li>Research your peers’ successes! </li></ul><ul><li>Learn the tricks and evaluate where to spend your time in context of what works for others. </li></ul><ul><li>Look at source code META tags </li></ul><ul><li>Look at inbound links </li></ul><ul><li>Search on phrases, look at those sites </li></ul>
  10. 27. TRANSPARENCY <ul><li>You must also be transparent </li></ul><ul><li>Be a niche </li></ul><ul><li>What you do can be scrutinized and researched </li></ul>
  11. 28. SYNTHESIS <ul><li>Insight: Everything you do informs everything else you do. </li></ul><ul><li>Result: Pursue everything you are interested in… </li></ul>
  12. 30. FILL IN THE G.A.P. <ul><li>Goal </li></ul><ul><li>Audience </li></ul><ul><li>Payoff </li></ul>
  13. 31. NITTY GRITTY <ul><li>Put on your scuba gear, we’re diving deep. </li></ul>
  14. 32. WHY IS THE WEB SO IMPORTANT? <ul><li>Language </li></ul><ul><li>Search </li></ul><ul><li>Sharing is easy </li></ul><ul><li>Democracy of information </li></ul>
  15. 33. TRADIGITAL ADVERTISING <ul><li>Search – Google AdSense </li></ul><ul><li>PPC </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Other search engines </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><li>Banner advertising </li></ul><ul><ul><li>Why / Who / When? </li></ul></ul><ul><ul><li>Banner exchanges </li></ul></ul><ul><ul><li>The ultimate goal – someone paying YOU for banner ads </li></ul></ul>
  16. 34. TRADIGITAL ADVERTISING: SEARCH <ul><li>Google is king </li></ul><ul><li>Yahoo distant second </li></ul><ul><li>Bing/Microsoft deal with Yahoo creates competition </li></ul>
  17. 35. GOOGLE PPC / ADWORDS <ul><li>PPC = Fad Diet </li></ul><ul><li>SEO = Eating right and exercising </li></ul>
  18. 36. GOOGLE PPC / ADWORDS BENEFITS <ul><li>Immediate </li></ul><ul><li>You are advertising where everyone goes to search </li></ul><ul><li>Great testing tool for ideas, headlines, and keywords for short, fast reaction </li></ul>
  19. 37. GOOGLE PPC / ADWORDS DISADVANTAGES <ul><li>Cost </li></ul><ul><li>Competition </li></ul><ul><li>Labor-intensive </li></ul>
  20. 38. GOOGLE EXPLAINED <ul><li>Natural (organic) results </li></ul><ul><ul><li>Left side of Google, best links win </li></ul></ul><ul><li>Pay-per-click (PPC) </li></ul><ul><ul><li>Paid ads that should be relevant to the search </li></ul></ul>
  21. 40. GOOGLE <ul><li>The rules of SEO are always changing </li></ul><ul><li>Google wants everyone to benefit </li></ul><ul><li>Your best practice is to make good content regularly and use good tools to post it. </li></ul>
  22. 41. GOOGLE ORGANICS – YOUR WEBSITE <ul><li>Get a good URL with keywords in it, or very simple to remember (both have advantages) </li></ul><ul><li>Learn basic HTML </li></ul><ul><ul><li><p>, <a>, <strong>, tables, <h1>, Bullets <ul>, <li> </li></ul></ul><ul><li>Always fill out the IPTC data on your photos on import* </li></ul><ul><li>Use ALT tags on your photos that are descriptive </li></ul><ul><li>Stay away from purely Flash-based sites. They are pretty, but not good for getting search traffic. </li></ul><ul><li>Use Heading tags (H1, H2, etc.) </li></ul><ul><li>Use keyword-rich, verbose URLs </li></ul><ul><li>* Note “Save for Web and Devices” can strip these keywords! More later… </li></ul>
  23. 42. GOOGLE ORGANICS – OTHER WEBSITES <ul><li>Leave comments with a link back to your site </li></ul><ul><li>Call/meet people and talk about content. It’s not only enriching for your life but also increases the chance people will link to your website. </li></ul><ul><li>Google your business goals and examine what other 1 st page websites do well. Learn from it. </li></ul>
  24. 43. GOOGLE PRACTICAL <ul><li>That was then, this is now… </li></ul>
  25. 46. THEN AND NOW: THE SIMILARITIES <ul><li>Maps locations first </li></ul><ul><li>PPC competition </li></ul><ul><li>Wayne Wallace is still #1 </li></ul>
  26. 47. THEN AND NOW: THE DIFFERENCES <ul><li>346,000 (then) vs. 27 Million search results (now) </li></ul><ul><li>PartyPop has risen to #2 </li></ul><ul><li>Decidio dropped to #3 </li></ul><ul><li>Trent Black shot up to #4 </li></ul><ul><li>PPC Ads now include addresses! </li></ul>
  27. 49. THEN AND NOW: ANALYSIS <ul><li>WayneWallace – business model (by one of his latest posts) seems to be getting talented people to work for/with him. </li></ul><ul><li>Lots of outbound links, plus PR, news. Just browse to see how he is actively pursing a career and also making time to record it on his website. </li></ul><ul><li>Just posted he is launching a new website (hope he uses some 301 redirects for his old pages!) </li></ul>
  28. 51. THEN AND NOW: ANALYSIS <ul><li>PartyPop – No “H” tags. 99 mentions of “portrait”, 74 Las Vegas, and over 100 “photo” </li></ul><ul><li>  133,000 links to partypop. com </li></ul>
  29. 53. THEN AND NOW: ANALYSIS <ul><li>Decidio – No “H” tags. 23 mentions of “portrait”, over 100 “Las Vegas” and “photog” </li></ul><ul><li>Still, it’s a listing site. </li></ul><ul><li>281,000 links to decidio. com 
 </li></ul>
  30. 55. THEN AND NOW: ANALYSIS <ul><li>TrentBlackPhoto – Good copy on homepage </li></ul><ul><li>Gallery links pop up to Flash :( </li></ul><ul><li>Copyright is 2 years out of date </li></ul><ul><li>80 links to trentblackphoto.com 
 </li></ul>
  31. 56. GOOGLE INSIGHTS <ul><li>It’s better to be aware, but don’t get caught up in it too deeply; it will always fluctuate </li></ul><ul><li>Develop good habits when posting, stick to it </li></ul><ul><li>Make a plan for a small set of keyphrases, set it in motion, and revisit it in 3-4 months </li></ul><ul><li>Add your business to Google Maps </li></ul><ul><li>Consider PPC until your SEO wins </li></ul>
  32. 57. SOCIAL <ul><li>Blog </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul>
  33. 58. YOUR BLOG <ul><li>It you don’t have one by now, you are way behind </li></ul><ul><li>Keep it niche, keep it about you </li></ul><ul><li>Imagine your potential customers reading it and deciding they like you because you are expressing your personaility. </li></ul>
  34. 59. SOCIAL SEARCH: IT’S ALL COMING TOGETHER <ul><li>Search Twitter – TwoQuick.com </li></ul><ul><li>Facebook vanity URLs </li></ul>
  35. 61. facebook.com/MattHill
  36. 62. Use great copy with your links!
  37. 63. TWITTER <ul><li>This is the best place to learn how to write good copy, and very much why it is popular </li></ul><ul><li>Do not waste other people’s time </li></ul><ul><li>Always post something that is a valuable click or thought. </li></ul><ul><li>Ask questions – seek feedback. Respond and engage. </li></ul><ul><li>Use and follow hashtags # - you will not only learn more about the event, but also meet like-minded people </li></ul>
  38. 64. WHAT’S IN COMMON? <ul><li>Language </li></ul><ul><li>People talking to people </li></ul>
  39. 65. WHAT IS SEO? <ul><li>Search Engine Optimization is the process of performing tasks on your website to increase your natural rankings on search engines </li></ul>
  40. 66. SEO WORST PRACTICES <ul><li>META tag flooding – do not cram dozens of keywords into everything </li></ul><ul><li>Same Page Title on every page </li></ul><ul><li>No META Description on pages </li></ul>
  41. 67. SIMPLE SEO PRACTICES <ul><li>Always have text on your homepage </li></ul><ul><li>Fill in the Title and Description META tags on every page </li></ul><ul><li>Name your image filenames descriptively </li></ul><ul><li>Alt tag your images </li></ul><ul><li>Write copy for humans – use words that would attract your clients </li></ul><ul><li>Cross-link within your site with good keyword phrases </li></ul>
  42. 68. SIMPLE SEO PRACTICES (CON’T) <ul><li>Monitor yourself and your competition with Google News Alerts </li></ul><ul><li>Add content regularly </li></ul><ul><li>Ask your peers/industry leaders to link to you, and offer the same in return </li></ul>
  43. 73. SEO RESOURCES FOR PHOTOGS <ul><li>LiveBooks Webinar “Learn How to Optimize Your liveBooks Site for Search Marketing” http://www.livebooks.com/community/events/webinars/seo/archive2/index.php </li></ul><ul><li>PhotoShelter SEO Toolkit for Photographers http://pa.photoshelter.com/mkt/seo-kit-for-photographers </li></ul><ul><li>BigFolio SEO DVD http://www.photographyseo.com/ </li></ul>
  44. 74. ADVANCED SEO <ul><li>Add an XML sitemap and ping the search engines when you add good content (easy in Wordpress) </li></ul><ul><li>Hire a local SEO agency </li></ul>
  45. 75. MEASURE ONCE, MEASURE TWICE… <ul><li>Google Analytics </li></ul><ul><li>YouTube Insights </li></ul><ul><li>Facebook </li></ul>
  46. 77. DO IT YOURSELF, OR HIRE SOMEONE AND GET BACK TO SHOOTING! <ul><li>SEO </li></ul><ul><li>Website </li></ul><ul><li>I am not for hire, sorry :) </li></ul>
  47. 78. WHAT IS HAPPENING NOW? <ul><li>Your peers’ opinions and how they inform your networks </li></ul><ul><li>Social Media </li></ul><ul><li>Personal networks Meetups, Events, Your Client Base </li></ul>
  48. 79. YOU CAN’T DO IT ALONE <ul><li>Well, you might but it’s more fun if you bring along friends </li></ul>
  49. 80. WHOM DO YOU LISTEN TO? <ul><li>Advertisers or friends/peers? </li></ul>
  50. 82. CASE STUDY: MARK WALLACE <ul><li>Photographer </li></ul><ul><li>Educator </li></ul><ul><li>Blogger </li></ul><ul><li>Social Media User </li></ul>
  51. 83. CASE STUDY: MARK WALLACE <ul><li>Observations </li></ul><ul><li>LiveBooks Switchover </li></ul><ul><li>Analytics </li></ul><ul><li>YouTube </li></ul>
  52. 84. MARK WALLACE <ul><li>OBSERVATIONS </li></ul><ul><li>Measure Everything </li></ul><ul><li>Quantify Everything, if Possible - Google Analytics - YouTube Insight - Shopify Numbers </li></ul><ul><li>Try to understand who is looking at you, and if they are buying anything </li></ul><ul><li>3,000 Twitter followers is a meaningless number. How many are taking action? </li></ul>
  53. 85. MARK’S INSIGHTS ON HIS PHOTO BUSINESS <ul><li>90% of all their business comes through Web presence </li></ul><ul><li>No advertising, no agencies </li></ul><ul><li>If not word of mouth, it came through websites </li></ul>
  54. 86. MARK’S INSIGHTS ON THE WEB <ul><li>1~2 hours qualifying reactions when new videos/blog posts come out. </li></ul><ul><li>Robot aggregator sites are bad </li></ul><ul><li>Quality talk is good. Read community sites. What are they saying? </li></ul><ul><li>Monitor your credibility </li></ul><ul><li>More User rich experience = dollars </li></ul>
  55. 87. MARK SUGGESTS FOCUSING ON: <ul><li>Quality of content </li></ul><ul><li>Perceived value of content </li></ul><ul><li>Adjust, improve, move on </li></ul><ul><li>Take it all, or don’t do it. </li></ul><ul><li>Read comments, understand them and adjust your actions appropriately. </li></ul>
  56. 88. CASE STUDY: MARK WALLACE <ul><li>Observations </li></ul><ul><li>LiveBooks Switchover </li></ul><ul><li>Analytics </li></ul><ul><li>YouTube </li></ul>
  57. 89. CASE STUDY: MARK WALLACE <ul><li>LiveBooks Switchover </li></ul><ul><li>Mark switched from a custom-built photography website to LiveBooks in May. </li></ul><ul><li>Reasons: Time, Speed, SEO, Shopping Cart, Password protected client areas, Comp Card and PDF portfolio, and more. </li></ul><ul><li>More info: http://blog.snapfactory.com/?p=725 </li></ul><ul><li>The Result? … </li></ul>
  58. 90. CASE STUDY: MARK WALLACE <ul><li>Observations </li></ul><ul><li>LiveBooks Switchover </li></ul><ul><li>Analytics </li></ul><ul><li>YouTube </li></ul>
  59. 100. LIVEBOOKS SEO-FRIENDLY FUNCTIONALITY <ul><li>You get what is essentially two websites – one in Flash, one in HTML, but optimized for search results. </li></ul>
  60. 101. LIVEBOOKS PEOPLE-FRIENDLY FUNCTIONALITY <ul><li>PDF gallery downloads with email and phone </li></ul>
  61. 102. LIVEBOOKS SEO & PEOPLE-FRIENDLY FUNCTIONALITY <ul><li>Captioning and metadata inline w/images </li></ul>
  62. 111. KEYWORDING YOUR PHOTOS <ul><li>Benefits: </li></ul><ul><li>Workflow friendly – do it on import </li></ul><ul><li>Websites can use that data alongside/with your photos </li></ul><ul><li>More people can find your photography </li></ul><ul><li>Suggestions </li></ul><ul><li>Keyword broad to narrow </li></ul><ul><li>Search some stock sites by keyword to see what other people are doing </li></ul>
  63. 114. CASE STUDY: MARK WALLACE <ul><li>Observations </li></ul><ul><li>LiveBooks Switchover </li></ul><ul><li>Analytics </li></ul><ul><li>YouTube </li></ul>
  64. 115. CASE STUDY: MARK WALLACE <ul><li>YouTube: Second most-searched site in the world </li></ul>
  65. 116. MARK WALLACE: YOUTUBE
  66. 117. YOUTUBE: HOT SPOTS
  67. 118. YOUTUBE: HOT SPOTS
  68. 119. YOUTUBE DISCOVERY: SOURCES
  69. 121. YOUTUBE DISCOVERY: SOURCES #2
  70. 123. YOUTUBE DISCOVERY: SEARCHES ON YT
  71. 124. YOUTUBE DISCOVERY: EMBEDDED
  72. 125. COMMENTS ARE GOOD: DON’T FEED THE TROLLS, LEARN FROM THEM
  73. 126. YOUTUBE DISCOVERY: EMBEDDED #2
  74. 127. YOUTUBE DISCOVERY: RELATED
  75. 128. CASE STUDY: MARK WALLACE <ul><li>Wrapup </li></ul><ul><li>Quality, not Quantity </li></ul><ul><li>Use tools that help you understand and achieve your goals </li></ul><ul><li>Knowledge through Analysis </li></ul><ul><li>Review, Revise, Improve </li></ul>
  76. 129. CHOCOLATE RAIN <ul><li>As soon as you think you are cool, check out the # of views for “Chocolate Rain” on YouTube </li></ul><ul><li>But qualify the traffic! What are they doing with the info? </li></ul><ul><li>Spend time making something that leads to people doing something you want. TayZonday </li></ul>
  77. 130. CHOCOLATE RAIN – MEME TO MONEY
  78. 131. CASE STUDY: MARK WALLACE <ul><li>Thanks, Mark! </li></ul><ul><ul><li>snapfactory.com </li></ul></ul><ul><ul><li>blog.snapfactory.com </li></ul></ul><ul><ul><li>markwallacephotography.com </li></ul></ul><ul><ul><li>dianewallacephotography.com </li></ul></ul><ul><ul><li>youtube.com/snapfactory </li></ul></ul><ul><ul><li>@jmarkwallace </li></ul></ul>
  79. 132. VIDEO <ul><li>You have to do it and understand it </li></ul><ul><li>Or you have to ally yourself with someone who does. </li></ul>
  80. 133. VIDEO - CHALLENGES <ul><li>Time-Consuming </li></ul><ul><li>High learning curve </li></ul><ul><li>Huge drivespace requirements (vs. photography) </li></ul><ul><li>Exporting takes time, too </li></ul><ul><li>Editing is an art, and a skill </li></ul><ul><li>Understanding timebases and HD formats takes trial and error + time </li></ul><ul><li>Lighting for video is different than still heat, angles, sets, location </li></ul><ul><li>Perfect audio is ½ of a good film </li></ul><ul><li>10X > 10X > 10X 3 min finished video > 30~60 mins footage > 1~2 days of planning and arranging and practicing. </li></ul>
  81. 134. VIDEO - GOTCHYAS <ul><li>5D Mk II footage must be converted to ProRes422 to use in FCP </li></ul><ul><li>Canon XL H1S – “F” framerate setting is not exactly same as “P” setting on other cameras </li></ul><ul><li>Panasonic HDX-200 digital footage from P2 cards must be re-imported into FCP </li></ul>
  82. 135. VIDEO - BENEFITS <ul><li>Like a blog or Twitter, it allows you to express yourself outside of your photography </li></ul><ul><li>YouTube is the 2 nd most searched website on Earth. Why? Choice in entertainment. </li></ul><ul><li>Everyone likes watching videos! </li></ul><ul><li>Videos can be re-embedded and shared </li></ul>
  83. 136. VIDEO - SUGGESTIONS <ul><li>Try it </li></ul><ul><li>Work with professionals, learn from them </li></ul><ul><li>Try it again </li></ul><ul><li>There is always room to improve </li></ul>
  84. 138. WHEW… <ul><li>That was intense </li></ul>
  85. 139. FINAL THOUGHTS <ul><li>Analyze, Learn, Improve </li></ul><ul><li>Have fun doing it </li></ul><ul><li>The Web is about people, not technology </li></ul><ul><li>Try hard and make mistakes </li></ul><ul><li>Engage, participate, succeed </li></ul><ul><li>G.A.P. – maesure everything against it </li></ul><ul><li>Ignore the buzzwords and look for the value </li></ul><ul><li>Interrupt the patterns, break molds </li></ul><ul><li>Be an anomaly </li></ul>
  86. 140. BE YOURSELF
  87. 141. THANK YOU <ul><li>work: </li></ul><ul><li>[email_address] </li></ul><ul><li>personal: </li></ul><ul><li>[email_address] </li></ul><ul><li>UltimateHill.com/ </li></ul><ul><li>SkipsSummerSchool </li></ul>

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