This document provides an overview of a social media research workshop. It includes sections on social media metrics and analytics, keyword discovery techniques using tools like Twitter search and Wordles, monitoring conversations through RSS feeds and tools like Google Reader, and demonstrations of social media monitoring dashboards and analytics platforms like Radian6 and Google Analytics. The workshop aims to help attendees develop skills in researching and analyzing social media conversations and engagement.

1. Social Media Training
Social Media Research Workshop – Market Research Association
@EricSchwartzman - #smrw
First Outlook Conference, - Nov. 2, 2010
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

2. 2
Housekeeping
• Expectations
• Immersive workshop
• New vocabulary
• Broad vs. Focused
• Slide numbers
• Digital handouts
• Hashtag #smrw

3. 3
Digital Survey
• Private vs. Public vs. Nonprofit
• Engagement vs. Monitoring vs. Analysis
• Keyword Discovery Wordle
• Inbound Links
• Twitter Geo Search
• Subscribe to Wikipedia Article Revision History

4. 4
Social Media by the Numbers

5. 5
Mayor Jerry Brown
Britney Spears
News Media Addict
Star Wars 30th Anniversary
Pussycat Dolls
Academy Awards

6. 6
Message Map
Data Points
Overarching
Message
Supporting
Messages

7. 7
Mainstream Media Training

8. 8
Plenty of Options
Public Affairs
Customer
Relations
Investor
Relations
Labor Relations
Community
Relations
Industry
Relations
Media Relations
Analyst Relations
Public Relations

9. 9
Media Relations
Mass Media Addict
Television Magazines
Radio
Newspapers

10. 10
Junket Junkie

11. 11
Controlled Communications

12. 12
Scoring Ink

13. 13
Illusion of Control

14. 14
Web Gave Life to New Media
Email
SEO
Websites

15. 15
Web Surpasses Mainstream Media Channels
Source: Pew Internet

16. 16
Analog Dollars to Digital Pennies
Source: Newspaper Association of America

17. 17
Law of Diminishing Returns
Source: Paper Cuts

18. 18
White Light Experience

19. 19
New Media as Mass Media
Photo by Adulau

20. 20
Outbound Communications

21. 21
Web Gets Social
Microblogging
Email
SEO
Blogs/Podcasts
Content Social
Networks
Websites
Pure Social
Networks
Monitoring

22. 22
Ad Spending Trends

23. 23
Press Release Redefined
Source: Pew Internet
Percentage of Internet users who sited each type of site as their favorite

24. 24
People Go Around Companies

25. 25
Reputation
Mainstream News Media
Conversations Shape Reputation
Source: Shel Holtz

26. 26
Business Case for Engagement
Whopper Big Mac SubwaySource: This Piggy Blog

27. 27
Business Case for Engagement
Whopper Big Mac Subway

28. 28
Those Conversations are Media
Source: 2010 Edelman Trust Barometer

29. 29
Rise of Crowd Sourcing

30. 30
Crowd Sourcing Crisis Data

31. 31
Developing Digital Fluency
RevolutionaryAristocratEisner Lassiter

32. 32
Ne Secrets

33. 33
How Does this Change Market Research?
Source: Wired Magazine

34. 34
From the Educated Guess...
“Essentially, all models are wrong, but some are
useful.”
George E. P. Box in 1987
Professor Emeritus of Statistics
University of Wisconsin

35. 35
To Mining and Modeling Actual Conversations
"All models are wrong, and increasingly you can
succeed without them.“
Peter Norvig
Research Director
Google

36. 36
Open Source Data as Control Group
Source: Wired

37. 37
PC Adoption by Businesses
Financial
• Back Office
• Financial Modeling, Accounting
Service &
Support
• Customer Relationship Management
• Technical Support, KM
Business
Lines
• Distribution, Sales, Marketing
• Manufacturing, Legal, HR

38. 38
Social Media Adoption by Business
Source: Altimeter Group

39. 39
Social Media Adoption by Business
Source: Altimeter Group

40. 40
Social Media Marketing Adoption in Business
Source: Altimeter Group

41. 41
Social Media Marketing Adoption in Business
Source: Altimeter Group
• Monitoring conversations
• Defending the brand
• Real time course correction
• Social media interactions from real world events

42. 42
New Research Trend: Customer Whuffie

43. 43
Meet the Chief Listening Officer

44. 44
Aspirational Sharing

45. 45
Shortcomings of Social Networks

46. 46
Shortcomings of Syndication

47. 47
Shortcomings of Tools
Source: Jamie Beckland, White Horse

48. 48
Other Shortcomings
• Latency
• Sentiment Analysis
• Artificial intelligence

49. 49
The Bad News
"Companies have learned to do
more with less," Welch said.
Jack Welch on the impact of
technology on business
Source: Time Magazine

50. 50
The Good News

51. 51
Case Study: Real Time Analysis
http://www.youtube.com/watch?v=InrOvEE2v38

52. 52
Break

53. 53
Digital Life covers 46 markets and 88% of the global internet population
More than twice as many markets as any other study of its kind
53
Latin
America
North
America
Sub-
Saharan
Africa
Middle
East &
N. Africa
North & West
Europe
South &
East
Europe
Developed
Asia
Emerging
Asia
China India

54. 54
It’s Time to Play…
Who Wants
to be a
Social
Media
Research
Rock Star?

55. 55
Digital Penetration vs. MSM
Source: TNS Digital Life Study, Oct. 10, 2010

56. 56
Social Networking is Truly Mass Market
Source: TNS Digital Life Study, Oct. 10, 2010

57. 57
Social Networking vs. Email
Source: TNS Digital Life Study, Oct. 10, 2010

58. 58
What Activities People Do Most Online with Who
Source: TNS Digital Life Study, Oct. 10, 2010

59. 59
Time Spent Online
Source: TNS Digital Life Study, Oct. 10, 2010

60. 60
Canada vs. US
Source: TNS Digital Life Study, Oct. 10, 2010

61. 61
UK vs. South Africa
Source: TNS Digital Life Study, Oct. 10, 2010

62. 62
Germany vs. China
Source: TNS Digital Life Study, Oct. 10, 2010

63. 63
Privacy Concerns in the US are Declining

64. 64
Digital Lifestyles
Source: TNS Digital Life Study, Oct. 10, 2010

65. 65
Digital Lifestyles by Geography
Functionals Aspirers Networkers
Knowledge Seekers Communicators Influencers

66. 66
Search Engine Optimization

67. 67
Page Rank is the New PR

68. 68
State of Search and the Net
 3 billion – Daily Google searches processed
 1.6 billion – Worldwide online population
 230 million – American with Net access
 93% -- Americans with high-speed access
 228 million – Americans with mobile phones
Source: Googled by Ken Auletta

69. 69
Secret Formula

70. 70
Optimization vs. Marketing
SEM
SEO

71. 71
This is not SEO

72. 72
This is SEO

73. 73
First Rule of Search Engine Optimization

74. 74
Get Other Sites to Links to You

75. 75
Case Study: Organic Blog Optimization

76. 76
Case Study: Inbound Links

77. 77
Case Study: Tracking Inbounds

78. 78
Case Study: Search Results

79. 79
Case: Fewer Inbounds, Higher Rank?

80. 80
Case Study: Evaluating Inbounds

81. 81
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
hit South Africa’s war on AIDS?”
Headline: “Zuma testimony sparks HIV fear”
Headline: “Tulsa star: The life and career of much-
loved 1960’s singer”
Headline: “Obituary: Gene Pitney
Headline: “It’s Chemistry Over Pedigree as Gators
Roll to First Title”
Headline: “Gators Cap Run with First Title”

82. 82
Brief and Concise

83. 83
Quantity vs. Quality

84. 84
Intro to Meta Data

85. 85
Finding Meta Data

86. 86
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

87. 87
Generic Title Tags

88. 88
Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results

89. 89
Why Meta Descriptions Matter
Source: Eyetrack 3

90. 90
Dynamic Meta Page Descriptions

91. 91
Spying through Meta Keywords

92. 92
Density Analyzers
http://tools.seobook.com/general/keyword-density/

93. 93
Press Release Written for Journalists

94. 94
Keyword Research

95. 95
Selected Keywords

96. 96
SEOed Press Release

97. 97
SEOed Press Release

98. 98
SEOed Landing Page

99. 99
1. Check for Title Tags

100. 100
2. Check for Meta Page Descriptions

101. 101
3. Check for Dynamic Meta Content

102. 102
4. Check for Summary Blurbs

103. 103
5. Search Press Release Headlines

104. 104
PDFs and Search

105. 105
Flash and Search

106. 106
Google Instant & Google Predictions

107. 107
Who is More Influential?
vs.

108. 108
Step 1: Search Visibility
Source: Yahoo! Site Explorer

109. 109
Step 2: Traffic

110. 110
Step 3: Word of Mouth
Source: Blogpulse Conversation Tracker

111. 111
Break
http://ontherecordpodcast.com/pr/otro/facebook-measurement-omniture-jeff-jordan-tim-waddell.aspx

112. 112
Filtering Social Media
Brian Solis

113. 113
Filtering through Search
“It’s not information overload, it’s filter failure.”
Clay Shirky, author, Here Comes Everybody

114. 114
Complex Keyword Phrases

115. 115
• Company
• Services
• Professional
• Best
• Top
• Leading
• Internet
• Organization
• Marketing
• Business
• Solution
• Online
• City Name
• Surrounding Suburbs
• State (including
abbreviations NYC, IL,
FL, WA, etc.)
• County Name
B2B Modifiers
• RFP
• RFI
• Bid
• Quote
• Rates
• Pricing
• Deals
• Affordable
• Offers
• Packages
• Quality
• Cheap
Complex Keyword Phrase Modifiers

116. 116
Keyword Relevancy

117. 117
Keyword Volume

118. 118
Validating Regional Interests with Search

119. 119
Keyword Discovery on Twitter Search

120. 120
Twitter Geographic Search

121. 121
Twitter Research by Geography

122. 122
Keyword Discovery with Wordles
Source: Andrea Vascellari

123. 123Source: Andrea Vascellari
Keyword Discovery with Wordles

124. 124Source: Andrea Vascellari
Keyword Discovery with Wordles

125. 125Source: Andrea Vascellari
Keyword Discovery with Wordles

126. 126Source: Andrea Vascellari
Keyword Discovery with Wordles

127. 127
Keyword Discovery with Yahoo! Pipes

128. 128
RSS Readers
Leveraging RSS:
1. Browsers
2. Web-based readers
3. Desktop-based readers
4. Email clients

129. 129
Google Reader

130. 130
Demo: Social Media Monitoring Dashboard

131. 131
Demo: Search a Keyword in Google News
Locate the RSS Icon
at the Bottom of the
Google News Search
Results

132. 132
Demo: Add the RSS Feed URL to Google Reader

133. 133
Live Demo: Add RSS feed to Google Reader
Clicking “Add a subscription” button
opens field to insert URL of RSS Feed

134. 134
Demo: Add RSS feed to Google Reader
Google News Feed Loaded in
Google Reader

135. 135
Demo: Monitor Blogs with RSS
Back to Google News  more  Blogs

136. 136
Demo: Convert Blog Search Results to RSS
Click the RSS option
to subscribe to these
search results in
Google Reader

137. 137
Demo: Convert Blog Search Results to RSS
Copy the URL of
the web page on
which the RSS
feed is displayed

138. 138
Demo: Enter RSS feed in Google Reader
Paste the Blog Search Results URL into
the “Add a subscription” pop-up field

139. 139
Demo: News and Blog RSS Feeds in Google Reader
Google Blog Feed Loaded in Google Reader

140. 140
Demo: Monitoring Twitter
Convert Twitter
Search Results
to RSS

141. 141
Demo: Subscribe to a Twitter RSS Feed
Paste the Twitter Search Results RSS Feed URL into the “Add a
subscription” pop-up field

142. 142
Demo: Subscribe to a Wikipedia Article

143. 143
Demo: Wikipedia RSS feed in Google Reader
Edits to the Wikipedia article appear in real time
Edits by Anonymous Users

144. 144
Demo: Monitoring Online Forums in Google Reader
Show Tools link in Menu
Bar Opens RSS Option

145. 145
Demo: Monitoring Online Forums in Google Reader
Forums RSS
Feed Loaded in
Google Reader
Click “Manage
subscriptions”
link to put feeds
into folders

146. 146
Demo: Managing Subscriptions in Google Reader
Select “Add to folder”  “Cheonan”

147. 147
Demo: Managing Subscriptions in Google Reader
Select “Add to folder”  “New folder”

148. 148
Demo: Cheonan Folder Added to Google Reader

149. 149
Lunch Break

150. 150
Radian 6 Demo

151. 151

152. 152
Installing Google Analytics

153. 153
Understanding Web Stats: Low Bounce Rate Traffic

154. 154
Understanding Web Stats: Landing Pages

155. 155
Understanding Web Stats: Refresher Tutorial

156. 156
Understanding Web Stats: Open Source Analytics

157. 157
Understanding Web Stats: Open Source Analytics

158. 158
Understanding Web Stats: Open Source Analytics

159. 159
Understanding Web Stats: Open Source Analytics

160. 160
Understanding Web Stats: Open Source Analytics

161. 161
Understanding Web Stats: Open Source Analytics

162. 162
Understanding Web Stats
• Entries pages
• Traffic sources: search, referrals and directs
• Pages and keywords by bounce rate & time on page

163. 163
Understanding Facebook: Insights
Source: Facebook Presentation “Working Together to Build Social News”

164. 164
Facebook: Goals
Source: Facebook Presentation “Working Together to Build Social News”

165. 165
Facebook: Results
Source: Facebook Presentation “Working Together to Build Social News”

166. 166
Facebook: Traffic
Source: Facebook Presentation “Working Together to Build Social News”

167. 167
Facebook: What’s Most Engaging?
Source: Facebook Presentation “Working Together to Build Social News”

168. 168
Facebook: Reach a Younger Audience
Source: Facebook Presentation “Working Together to Build Social News”

169. 169
Facebook Measurement

170. 170
Facebook Measurement: SiteCatalyst

171. 171
Measurement Resource
http://ontherecordpodcast.com/pr/otro/facebook-measurement-omniture-jeff-jordan-tim-waddell.aspx

172. 172
Ranking Social Influence

173. 173
Ranking Social Influence

174. 174
Ranking Social Influence

175. 175
Case Study: Social Media Dashboard Findings
Cairo Speech “Obama” Peak “Freedom” Peak

176. 176
OnTheRecordPodcast.com
@ontherecord
facebook.com/ontherecordonline
Link in iTunes

177. 177
The Only B2B Social Media Book
ORDER AT
Amazon :: Barnes & Noble :: Borders

178. 178
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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