Social Media and New Media Workshop (FSI) PY363 - Day 2Eric Schwartzman
The second day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 16, 2009.
Social Media and New Media Workshop (FSI) PY363 - Day 2Eric Schwartzman
The second day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 16, 2009.
iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonge...iStrategy
As the search landscape continues to develop brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are you PPC and SEO efforts? Do your social teams talk? Has your brand kept up? Join iCrossing’s Mark Iremonger and Adam Skalak as they paint a picture of the future of SEO – and it's implications for brands and agencies.
iCrossing UK: The Future of SEO is Content, Social and PPCiCrossing
As the search landscape continues to develop, brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are your digital marketing efforts? iCrossing UK CSO, Mark Iremonger and Head of SEO, Adam Skalak present at iStrategy London, November 2012.
Social Media and New Media Workshop (FSI) PY363 - Day 1Eric Schwartzman
The third day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 17, 2009.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled From Wired to the Airwaves: Migrating Online Creative to TV (& beyond). The presentation discusses the importance of providing human connection and authentic happiness in marketing. Presenters were Rob Cartwright, Senior Research Manager of The Coca-Cola Company and Paul McClean, Senior Vice President of Millward Brown Atlanta.
iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonge...iStrategy
As the search landscape continues to develop brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are you PPC and SEO efforts? Do your social teams talk? Has your brand kept up? Join iCrossing’s Mark Iremonger and Adam Skalak as they paint a picture of the future of SEO – and it's implications for brands and agencies.
iCrossing UK: The Future of SEO is Content, Social and PPCiCrossing
As the search landscape continues to develop, brands need a view of the value SEO can deliver beyond a search ranking. Methods and tactics have moved. How well integrated are your digital marketing efforts? iCrossing UK CSO, Mark Iremonger and Head of SEO, Adam Skalak present at iStrategy London, November 2012.
Social Media and New Media Workshop (FSI) PY363 - Day 1Eric Schwartzman
The third day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 17, 2009.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled From Wired to the Airwaves: Migrating Online Creative to TV (& beyond). The presentation discusses the importance of providing human connection and authentic happiness in marketing. Presenters were Rob Cartwright, Senior Research Manager of The Coca-Cola Company and Paul McClean, Senior Vice President of Millward Brown Atlanta.
Social Media and New Media Workshop (FSI) PY363 - Day 3Eric Schwartzman
The first day of the Social Media and New Media Workshop, which I developed for the US Dept. of State's Foreign Service Institute, and taught on July 15, 2009.
Please visit www.socialmediabootcamp.com for upcoming session dates. [cc] Feel free to use and reuse but please give credit to www.ericschwartzman.com.
10 Easy Ways to Take Your Website from Good to GreatChris Sietsema
Presentation given at the IRMA Conference in October 2012. Covers methods to improve website effectiveness including usability, search engine optimization, email automation, social sharing, content planning and more. From @sietsema.
Status updates and tweets are becoming the news sources that consumers consult first. Customer experiences, spilling over into social media, now shape your reputation. Find out how social media is changing the way organizations communicate, and what your co-op should do about it.
[cc] www.EricSchwartzman.com
Slides for a talk by Rick Burnes on Sept. 18, 2009 for the New England Direct Marketing Association. The Talk covered ways to use content and social media to generate traffic and leads for your business.
Social Media Bootcamp For SMPS_SouthFlorida 2012Danielle Leitch
Danielle Leitch from MoreVisibility presented A "Social Media Bootcamp"to the Society for Marketing Professional Services (SMPS), South Florida division - March 2012.
Bill flitter content marketing now conf_2012_distribution_strategy_day1dlvr.it
Bill Flitter, CEO & Co-founder of dlvr.it, explains how to create a successful content distribution program. #contentnow Content Marketing Strategies Conference - May 2012.
http://ContentMarketingNow.com
This is a presentation I created while working at a marketing firm to educate colleagues on podcasting. This was done in September of 05, a time when "podcast" was a hot buzz word in the marketing space, but very few people actually knew what it meant. The aim of this presentation was to give my colleagues the information they needed to discuss this new technology with confidence, at a time when there was very little industry familiarity with the channel itself. I used casual, approachable examples and simplified visuals to communicate these concepts.
The Competitive Edge - Inbound Marketing and Competitive AnalysisHubSpot
In this free webinar you'll learn how social media listening is the first step in an inbound marketing plan for your business and how this relates to your competitive analysis efforts for marketing.
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
Join top-rated emerging technologies instructor Eric Schwartzman for this two-day interactive session, and receive the latest tip and tricks to help you raise your social media management skills to the next level. Bring along your laptop, and prepare to update your digital communications and improve your social marketing engagement rates.
You’ll also learn how to:
Sell the value of social media to anyone.
Improve the search visibility of your content.
Perform applied social marketing tasks autonomously.
Use free and premium social monitoring platforms.
Prevent a social media crisis.
Publish on Wordpress, iTunes and SoundCloud.
Share via mobile on Instagram, Vine and Ustream.
This is an advanced-skills course designed for management-level practitioners who oversee their organization’s social media communications, as well as individuals who are responsible for implementing social media communications.
Understand the fundamentals of the use of social media for retail sales, marketing and customer service in this briefing on the different functions, features and benefits of digital communications for business.
Attendees will learn:
• How other grocery chains are using social media
• Formulas for improving existing business processes
• Crisis prevention and risk management strategies
• Role of keyword and search engine optimization
Join us for this fast-paced session and learn why social media has become a mainstream communications channel for Millennials and Boomers.
http://www.complysocially.com/ Social media training business case. Classroom, self-paced and webinar options. Social media policy development. Custom training.
Delivered by Eric Schwartzman as a keynote at the Entrust Sales Conference at the Fairmont Hotel in San Francisco on Sunday, Feb. 26, 2012. http://www.ericschwartzman.com
Using the Office of Inspections Review of the Use of Social Media by the Department of State as a guide, this presentation lays out the business case for making the agency's websites social by design.
Eric Schwartzman (http://ericschwartzman.com) delivers a session on the ROI of B2B Social Media at the PRSA International Conference in Orlando on Oct. 17, 2011
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
20. 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‖
20
41. 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
41
57. 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
57
58. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
58
69. 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.
69
76. 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 76
77. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
77
84. 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
84
93. Case Study: Flickr Photo Stream
Fair or not, anytime commandos fire on civilians — even
those armed with clubs, slingshots, stun grenades, etc. — in
the court of public opinion, they become the aggressors.
93
94. Case Study: The Fall Out of 24/7 News Cycles
―The reality is you cannot operate in this environment
passively,‖ said David Axelrod, the president’s senior
adviser. ―If you do, the coverage and events will be shaped
for you. Things that may seem like trivial distinctions can
become large problems in terms of communications unless
you’re aggressive about engaging. We didn’t create the
environment. We didn’t make the rules. But we have to live
with it.‖
94
96. Case Study: IDF Flotilla Raid Insights
• When commandos fire on civilians — even those armed
with clubs, slingshots, stun grenades, etc. — in the court
of public opinion, are seen the aggressors because their
actions are seen as disproportionate.
• The public has a short attention span and is resistant to
complex explanations, however logical they may be so
communicators must learn to drip their message into
status updates.
• The IDF may have completed their military operation
successfully, but the incident wound up emboldening the
cause of anti-Israel activists and prompting calls for the
US to reassess its aid to the Jewish State.
96
100. ROI of Trust
Source: 2009 Edelman Trust Barometer
100
101. 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
101
103. Value of Social Networking to 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.
103
104. World Map of Social Networks
Source: Vinco’s Blog
104
108. Social Networking 101
• Profiles:
Personal vs. professional
Profiles pics
• Connections:
Friends, followers, contacts
Community mapping
• Conversations:
Posts, comments, ratings, status updates, reshares
Seizing the moment via keywords and search
• Syndication
Facebook and Twitter Mobile Apps
108
110. Facebook by the Numbers
• 500 million users
• 22% of all internet
users
• 500 billion minutes per
month
• 25 billion status
updates per month
• 70 status updates per
month, per user
Source: Mashable
110
139. Value of Social Networks to Organizations
• Promote peer to peer communications
• Conduct edgework
• Improve performance
• Educate customers, partners and employees
• Shorten time to market
• Respond faster to change
• Lower COGS
139
140. Social Networking: Strategic Decisions
• Edgework
Tap influencers
Internal vs. External Influencers
Diversity
• Public vs. Private
Is the topic of discussion a differentiator?
Could exclusivity help with your edgework?
Will the discussion be forward looking?
Will the discussion involve regulatory matters?
140
141. Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
Practical and reasonable
Specificity tailored to sophistication of members
• Branded vs. Unbranded
Addressable market and potential community size?
Cost, staffing, legal and process
Working through associations or industry
consortiums
141
142. What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
142
144. PSNH Twitter Strategy
Twitter ID &
Password
Twitpic Link
Emailed Image &
Subject Headline
Posted on Twitpic
Twitpic Link &
Caption
144
145. Social Media Case Study: PSNH
Organizational
Communications
Twitter Destination Website YouTube &
Flickr
Customer News Media Constituents
Service
145
151. Keep in Touch
(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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