The document provides an overview of a social media boot camp. It discusses topics like search engine optimization, page rank, the state of search and the internet, search and reputation on social networks, keywords for discovery, secret formulas for SEO, blogging photos and videos, podcasting, online audio and video, and social networking. Case studies are presented on topics like LA Opera using podcasting, APM music on podcasting, Starbucks use of podcasting, and PSNH's use of social media. Recommendations are provided for building communities through social software.

1. Social Media Boot Camp
@EricSchwartzman
Day Two – Sept. 23, 2010

2. Search Engine Optimization
2

3. Page Rank is the New PR
3

4. State of Search and the Net
 3 billion – Daily Google searches processed
 230 million – American with Net access
 93% -- Americans with high-speed access
 228 million – Americans with mobile phones
 1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
4

5. Search and Reputation
5

6. SNS Users and Identity
6

7. Privacy Concerns are Declining
7

8. Reputation Management on Social Networks
8

9. Keywords For Immediate Discovery
 Transparency expectations
 Patience thresholds
 Listen
 Anticipate
 Respond
Photo by Juandazeng
9

10. Secret Formula
10

11. Objective of SEO
Leverage
Content to
Generate
Transactions
11

12. Google Instant
12

13. Optimization vs. Marketing
SEM
SEO
13

14. This isn’t SEO
14

15. This is SEO
15

16. Pro Bono SEM for 501cs
16

17. Acting Like a Publisher
Editorial and
Advertising
Content
17

18. First Rule of Search Engine Optimization
18

19. Get Other Sites to Links to You
19

20. Case Study: Organic Blog Optimization
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21. Case Study: Inbound Links
21

22. Case Study: Tracking Inbounds
22

23. Case Study: Search Results
23

24. Case: Fewer Inbounds, Higher Rank?
24

25. Case Study: Evaluating Inbounds
25

26. 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”
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27. Brief and Concise
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28. Who is More Influential?
vs.
28

29. Step 1: Inbound Links
Source: Yahoo! Site Explorer
29

30. Step 2: Site Rank
Source: Alexa 30

31. Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker
31

32. Step 4: Traffic
32

33. PDF Search Engine Optimization
33

34. Flash Search Engine Optimization
34

35. Break
35

36. Exercise: Launch a Blog
36

37. Exercise: Blog a Photo
37

38. Exercise: Blog a Video
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39. Exercise: Blog a Google Gadget
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40. Exercise: Blog a Third Party Widget
40

41. Adding Ecommerce
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42. 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
42

43. Lunch
43

44. Online Audio and Video
podcast
download webcast
44

45. Podcasts
45

46. Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
•Originally Produced
46

47. Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
47

48. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
48

49. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
49

50. Finding Podcasts through Show Notes
50

51. iTunes as a Podcatcher
Finding
podcasts in
iTunes
Submitting
podcasts
51

52. Distributing Through iTunes
52

53. Podcast in iTunes
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54. RSS 2.0 Feed with Enclosures
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55. Podcast Production
55

56. Podcast Production
56

57. Podcast Production
57

58. Podcast Production
58

59. 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
59

60. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
60

61. ID3 Tagging
61

62. Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
62

63. Promoting Podcasts: Signature Blocks
63

64. Promotion Podcasts: Email Marketing
64

65. Promoting Podcasts: PNRs
65

66. Promoting Podcasts: SEOed Press Release
66

67. Promoting Podcasts: Industry Awards
67

68. Implementation Recommendations
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a “Best of Episode”
68

69. Who is Podcasting: Case Study
Who is Podcasting?
69

70. 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.
70

71. Case Study: APM Music
71

72. Case Study: APM Music
72

73. Case Study: APM Music
73

74. Case Study: APM Music
74

75. Case Study: Starbucks
75

76. Case Study: Starbucks
76

77. Online Video: Reach and Frequency in the U.S.
• More than 170 million U.S.
Internet users watched
online video during the
month.
• Online video viewing
continued to reach record
levels in November with
nearly 31 billion videos
viewed during the month,
and Google Sites accounting
for 39 percent of all videos
viewed online in the U.S.
• More than 170 million
viewers watched an average
of 182 videos per viewer
during the month of
November.
source: comScore 77

78. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
78

79. Filtering YouTube
Use “quotes” for an exact phrase match
Sort by view count to identify most popular content
Mapping YouTube’s“Early
Childhood Education”
community
79

80. YouTube: Community Mapping
Online
Influencer
“Early
Childhood
Education”
community
members
80

81. Shooting Video: Streaming Gear
81

82. Shooting Video: Flip
82

83. 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
83

84. Online Video: Internal Communications
84

85. 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
85

86. Online Video: Internal/External Communications
86

87. Online Video: Marie Digby
87

88. Online Video: Marie Digby
88

89. Online Video: Marie Digby
89

90. Blog Response: Marie Digby
90

91. Blog Comments: Marie Digby
91

92. Does Trust Matter?
92

93. ROI of Trust
Source: 2009 Edelman Trust Barometer
93

94. Audio and Video: Strategic Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
•News content vs. feature content
• More controlled/one-way channel
• Credibility and third-party validation
• Efficiency by leverage existing asset
• RSS is Relationship-based. Downloads are not.
• May not be well suited for breaking news
94

95. Break
95

96. Social Networking
Image by: Luc Legay
96

97. Social Networking 101
• Profiles:
 Personal vs. professional
 Profiles pics
• Connections:
 Friends, followers, contacts
 Groups
 Community mapping
• Conversations:
 Posts, comments, ratings, status updates, reshares
 Seizing the moment via keywords and search
• Syndication
 Facebook and Twitter Mobile Apps
97

98. Time Spent on Email Declines
Source: Nielsen
98

99. Twitter, FB & Email: Purchase & Recommendation Intent
99

100. World Map of Social Networks
Source: Vinco’s Blog
100

101. Social Networking Demographics
101

102. US Social Network Ad Spending
102

103. US Social Network Ad Spending
103

104. Facebook vs. Google
104

105. Facebook by the Numbers
• 500 million users
• 22% of all internet users
• 11% of time spent online
• 500 billion minutes per
month
• 25 billion status updates
per month
• 70 status updates per
month, per user
Source: Mashable
105

106. Social Networking: Facebook
106

107. Facebook Apps: Social Impact of Causes
107

108. Facebook Apps: Donation as Social Object
Causes makes it easy
for me to share my
contributions with
my friends
108

109. Facebook: Custom URLs
109

110. Facebook: Building Your Network
110

111. Facebook: Building Your Network
111

112. Facebook: Building Your Network
112

113. Facebook: Privacy Settings
113

114. Facebook: Privacy Settings
Select “Custom”
option to access
the “Only Me”
Setting
114

115. Facebook: Memorializing a Deceased Member
http://www.facebook.com/help/contact.php?show_form=deceased
115

116. Facebook Page Wall Settings
116

117. Facebook Page Wall Settings
117

118. Exercise: Facebook Page & Custom Tabs
118

119. Best Time to Facebook
Sept. 20, 2010 Vitrue Study [PDF]
119

120. Altimeter Group’s Recent Report
120

121. Building Community through Software
121

122. Most Trusted ID Verification Services
122

123. Filtering Facebook
123

124. Facebook Case Study: Greenpeace Attacks Nestle
124

125. Facebook Case Study: Greenpeace Attacks Nestle
125

126. Facebook Case Study: Deepwater Horizon
Dealing with
High-Levels of
Feedback
126

127. Deepwater Horizon Online Comms Briefing
127

128. Facebook Measurement
128

129. Facebook Measurement: SiteCatalyst
129

130. Value of Facebook and Twitter Individuals
Excerpts:
•Each little update — each individual bit of social information — is insignificant on its
own, even supremely mundane. But taken together, over time, the little snippets
coalesce into a surprisingly sophisticated portrait of your friends’ and family members’
lives, like thousands of dots making a pointillist painting.
•Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it
seems like blather. Follow it for a day, though, and it begins to feel like a short story;
follow it for a month, and it’s a novel.
•For them, participation isn’t optional. If you don’t dive in, other people will define who
you are. So you constantly stream your pictures, your thoughts, your relationship
status and what you’re doing — right now! — if only to ensure the virtual version of you
is accurate, or at least the one you want to present to the world.
•“If anything, it’s identity-constraining now,” Tufekci told me. “You can’t play with your
identity if your audience is always checking up on you.
130

131. Social Networking: MySpace
Back End Front End
131

132. Social Networking: Linked In
132

133. Social Networking: Linked In Groups
133

134. Social Networking: Object-Oriented
134

135. Social Networking Case Study: SAP
About the SAP Community Network
135

136. Value of Social Networks to Organizations
• Promote peer-to-peer communications
• Conduct edgework
• Improve product performance
• Educate customers, partners and employees
• Shorten sales cycles
• Respond faster to change
• Lower COGS
136

137. Social Networking: Strategic Decisions
• Edgework: Activating Communuities
 Tap influencers
 Internal vs. External Influencers
 Diversity
• Public vs. Private Social Networks
 Is the topic seen as a competitive differentiator?
 Anonymous socnets get more comment spam.
 Will the discussion be forward looking?
 Will the discussion involve regulatory matters?
137

138. Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
 Are your guidelines practical and reasonable?
 Is your policy tailored to sophistication of your
potential community members?
• Branded vs. Unbranded
 Addressable market and potential community size?
 Cost, staffing, legal and process
 Working through associations or industry
consortiums
138

139. What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
139

140. PSNH Case Study: Process Detail
140

141. Social Media Case Study: PSNH
Organizational
Communications
Twitter Destination Website YouTube &
Flickr
Customer News Media Constituents
Service
141

142. Recommended Reading
142

143. My Podcast
@ontherecord
facebook.com/ontherecordonline
search: on the record…online
143

144. My Book
PRE ORDER AT
Amazon :: Barnes & Noble :: Borders 144

145. My Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
youtube.com/spinfluencer YouTube
slideshare.net/ericschwartzman slideshare
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
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