The document outlines an upcoming new media and social media workshop being held on September 25, 2009 in San Francisco, which will cover various topics related to new and social media including Facebook, Twitter, blogs, online video, search trends, and more. Several case studies and live demonstrations are also mentioned to illustrate concepts discussed during the workshop sessions. The workshop aims to help participants better understand and leverage new and social media tools and analytics.

1. New Media and Social Media Workshop
Instructor: @EricSchwartzman
San Francisco, Sept. 25, 2009
Day Two

2. Media & Democracy
2

3. Living Breathing Mediascape
111,122 Facebook Supporters as of July 13, 2009
3

4. Living, Breathing Mediascape: Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year 4

5. Living, Breathing Mediascape: Twitter Stream
5

6. Reactions of the Blogosphere to Iranian Elections
6

7. Living, Breathing Mediascape: Radian6
7

8. Prediction: Fourth Estate’s Fortunes Have Waned
8

9. Prediction: Living Mediascape
9

10. Prediction: Electronic Paper
10

11. Prediction: Social News Filter
11

12. Digg vs. Other Media
Source: Compete.com
12

13. Prediction: Growth of Social Networking
13

14. World Map of Social Networks
Source: Vinco’s Blog
14

15. Prediction: Google Combines Services
15

16. Prediction: Privacy Levels
Source: NY Times
16

17. Prediction: News Wars
17

18. Prediction: Social Graph
18

19. Prediction: Fact Stripping Robots
19

20. Deconstructing the News Release
20

21. 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
21

22. Secret Formula
22

23. Objective
Leverage
Content to
Generate
Transactions
23

24. Optimization vs. Marketing
SEM
SEO
24

25. Acting Like a Publisher
Editorial and
Advertising
Content
25

26. First Rule of Search Engine Optimization
26

27. Citation Indexing
27

28. Case Study: Organic Blog Optimization
28

29. Case Study: Inbound Links
29

30. Case Study: Tracking Inbounds
30

31. Case Study: Search Results
31

32. Case: Fewer Inbounds, Higher Rank?
32

33. Case Study: Evaluating Inbounds
33

34. Citation Indexing
SEOed Site
Landing
SEOed Page
Press
Wiki
Release
News
Hit
Blog
Hit
Online
Newsroom
PR
PR
PR
PR
PR
34

35. Three Steps to Measuring Blogger Influence
Source: Mountain Runner Blog
35

36. Step 1: Community Mapping
Source: Kartoo
36

37. Step 2: Inbound Links
Source: Yahoo! Site Explorer
37

38. Step 2: Site Rank
Source: Technorati
38

39. Step 3: BlogPulse Conversation Tracker
Source: Blogpulse Conversation Tracker
39

40. Additional Measurement Resources
40

41. Additional Measurement Resources
Market Trends
41

42. Brief and Concise
42

43. 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”
43

44. Keyword Discovery
44

45. Understanding Google Trends: Demand
45

46. Understanding Google Trends: Demand
46

47. Search Trends
Source: Google Trends 47

48. Obama Effect?
48

49. Examining Global Challenges by Region
49

50. Search Trends – Popular Language
Source: America.gov
50

51. Additional Search Volume Resources
51

52. Keyword Discovery: Related Searches
52

53. Keyword Discovery: Wonder Wheel
53

54. Defining Global Challenges
54

55. Keyword Discovery: External Keyword Tool
55

56. Quantity vs. Quality
56

57. Intro to Meta Data
57

58. Finding Meta Data
58

59. 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
59

60. Generic Title Tags
60

61. Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results
61

62. Why Meta Descriptions Matter
Source: Eyetrack 3
62

63. Dynamic Meta Page Descriptions
63

64. Spying through Meta Keywords
64

65. Spying through Keywords Density Analysis
65

66. 1. Check for Title Tags
66

67. 2. Check for Meta Page Descriptions
67

68. 3. Check for Dynamic Meta Content
68

69. 4. Check for Summary Blurbs
69

70. 5. Search Press Release Headlines
70

71. Search Friendly Newsroom HTML
71

72. PDFs and Search
72

73. Flash and Search
73

74. Morning Break
74

75. Live Demo: Site Meter
75

76. Live Demo: FeedBurner
76

77. Live Demo: Tagging Blog Posts
77

78. Live Demo: Email Subscription Widget
78

79. Live Demo: Custom Tag Cloud Widget
79

80. Live Demo: Social Bookmarking Widget
80

81. Live Demo: Blogging a YouTube Clip
81

82. Live Demo: Livening Up Your Blog
82

83. Live Demo: Livening Up Your Blog
83

84. Live Demo: Livening Up Your Blog
84

85. Live Demo: Livening Up Your Blog
85

86. Respecting Usability
• Ease of use
• Clarity and brevity
• Easy to read
• Can’t consume what you can’t find
• On intranet’s, usability impacts worker productivity
• 10% of design budget on usability will double site’s results
Jakob Nielsen
86

87. Lunch Break
87

88. Online Audio and Video
podcast
download webcast
88

89. Podcasts
89

90. Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
•Originally Produced
90

91. Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
91

92. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
92

93. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
93

94. Finding Podcasts through Show Notes
94

95. iTunes Podcatcher
95

96. Distributing Through iTunes
96

97. RSS 2.0 with Enclosures
97

98. Podcast in iTunes
98

99. Who is Podcasting: Case Study
Who is Podcasting?
99

100. Case Study: IBM
Podcasts: Employees as Evangelists
100

101. Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with
its existing subscribers and attract new, younger subscribers
by giving audiences a rare, behind the scene look into one
the world’s leading opera companies.
Strategy: Told through the perspective of the director of the
company’s latest production, profile the relationships
between the incomparable creative talents collaborating and
the production process.
Results: LA Opera is the world’s first opera company to
experiment with podcasting. Placido Domingo, Anna
Netrebko and Rolando Villazon will all be featured in the first
episodes. Featured in NY Times, LA Times and Hollywood
Reporter.
101

102. Case Study: APM Music
102

103. Case Study: APM Music
103

104. Case Study: APM Music
104

105. Case Study: APM Music
105

106. Case Study: Castrol
The Media Business: Editorial vs. Advertising
•NHRA Driver Ashley Force
First
•Castrol Executives Second
106

107. Case Study: Starbucks
107

108. Case Study: Starbucks
108

109. Podcast Production
109

110. Podcast Production
110

111. Podcast Production
111

112. Podcast Production
112

113. Development and Production
Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM view
Search engine optimization view
Show notes view
A word on copyright view
113

114. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
114

115. ID3 Tagging
115

116. Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
116

117. Implementation Recommendations
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a “Best of Episode”
117

118. Promoting Podcasts: Signature Blocks
118

119. Promotion Podcasts: Email Marketing
119

120. Promoting Podcasts: PNRs
120

121. Promoting Podcasts: SEOed Press Release
121

122. Promoting Podcasts: Industry Awards
122

123. Podcasting Insights
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking news
• News content vs. feature content
• More controlled/one-way channel
• Credibility and third-party validation
• Efficiency by leverage existing assets
• Unscripted and authentic
• Podcast news releases
123

124. Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April
Driven Largely by Surge in Viewership at YouTube.
• Average U.S. Viewer Watched 6.4 Hours of Online Video During
the Month.
source: comScore 124

125. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
125

126. Direct to Consumers
126

127. Online Video: Marie Digby
127

128. Online Video: Marie Digby
128

129. Online Video: Marie Digby
129

130. Blog Response: Marie Digby
130

131. Blog Comments: Marie Digby
131

132. Online Video: Internal Communications
132

133. Online Video: Internal/External Communications
133

134. Video in Online News Rooms
134

135. Shooting Video: Streaming Gear
135

136. Shooting Video: Flip
136

137. Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
137

138. Shooting Video: High-End – Canon XL H1S
138

139. Video Editing Software – Windows Movie Maker
139

140. Video Editing Software – Mac iMovie
140

141. Centralized Online Video Distribution
141

142. Content Strategy: Live Online Broadcasting
142

143. Online Video Case Study: Toyota
143

144. Audio and Video Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking news
• News content vs. feature content
• More controlled/one-way channel
• Credibility and third-party validation
• Efficiency by leverage existing assets
• Unscripted and authentic
• Podcast news releases
144

145. Afternoon Break
145

146. Social Bookmarking
146

147. Favorites use Title Tags
147

148. Social Bookmarking
148

149. Benefits of Sharing
1. Access favorites from anywhere
2. Share your favorites publicly
3. Use popular opinion to find info online
149

150. Live Demo: Social Bookmarking
1. Create Delicious account
2. Log in
3. Post URL
4. Save
5. Search popular tags
150

151. Live Demo: Social Search Monitoring
1. Query Delicious
2. Add Resulting RSS Feeds to Google
Rearder
151

152. Live Demo: Questions
1. Yahoo! Answers
2. Linkedin Questions
3. Facebook Status
4. Twitter
152

153. User Ratings
153

154. Social News Site: Digg
154

155. Social Bookmarking: Digg
155

156. Social Networking
Image by: Luc Legay
156

157. Global Social Networking Penetration
157

158. Global Social Networking Penetration Growth
158

159. Corporate Social Networking Adoption
159

160. Global Social Networking Brand
160

161. Social Networking – Usage Trends
161

162. Social Networking: US Communities by Popularity
• Facebook 78%
• MySpace 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
162

163. Social Networking: MySpace
Back End Front End
163

164. Social Networking: Facebook
164

165. Social Networking: Custom URLs
165

166. Social Networking: Facebook Company Pages
166

167. Social Networking: Facebook Company Pages
167

168. Social Networking: Facebook Company Pages
168

169. Facebook for Government Agencies
169

170. 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
Source: Inside Facebook
170

171. Case Study: Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast 171

172. Social Networking: Linked In
172

173. Social Networking: Linked In Groups
173

174. Social Networking: Niche Nets
174

175. Social Networking: Niche Nets
175

176. Social Networking: Niche Nets
176

177. Social Networking: White Label Platforms
177

178. Social Networking: White Label PRSA Tech Site
178

179. Social Networking Aggregators
179

180. Social Networking Aggregators
180

181. Social Networking Mash-Ups
181

182. 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
182

183. 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
183

184. PSNH Case Study: Process Detail
184

185. PSNH Twitter Strategy
Twitter ID &
Password
Twitpic
Link
Emailed Image &
Subject Headline
Posted on Twitpic
Updates
in
Reverse Twitpic Link &
Chronolog Caption
ical Order
185

186. New Media Case Study: PCNH
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Constituents
Service
186

187. Online Communications Strategy
New Media Social Media
Email Linkedin
Twitter
Search
Online Newsroom Flickr
Press Releases
YouTube
Inbound Links
Facebook
Conversions Coverage
187

188. FEMA: Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
188

189. Wikipedia
189

190. Wikipedia – Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
“Peacock Terms”
190

191. Wikipedia Hall of Shame
191

192. Chris Wilson On the Record…Online
192

193. Help Yourself
193

194. 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
194