social media boot camp at norad northcom
TRANSCRIPT
Social Media Boot Camp
NORAD & US Northern Command
Public Affairs Workshop
@E i S h t@EricSchwartzman
March 3, 2010
Housekeeping
• Net IQ
• Introductory immersion
• New vocabulary
• Agenda
• Slide numbers
• Digital handouts
2
Benefits of Paying Attention
3
Source: 2009 Digital Readiness Report
Times Are Changing
4
News Media Addict
Britney Spears
Pussycat DollsAcademy Awards
5
Mayor Jerry Brown
Star Wars 30th Anniversary
Message Map
Overarching Message
Supporting Messages
Data Points
6
Mainstream Media Training
7
Plenty of Options
Media Relations
CustomerRelations
Investor Relations
Public Affairs Labor RelationsPublic Relations
Community Relations
Industry Relations RelationsRelations
Analyst Relations
8
Mass Media Addict
Newspapers
Media RelationsTelevision Magazines
Radio
9
Junket Junkie
10
Controlled Communications
11
Conforming to News Cycles
12
Photo by Olivander
News Break Strategy
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
13
Scoring Ink
14
Illusion of Control
15
Online News Consumption on the Rise
80
60
70
80
Local TV -25%
40
50
Local TV Nat l TV newsCable newsNewspapers
-52%
+18%
-41%
10
20
30 RadioOnline News +1,850%
-27%
of
adults
0
10
1994 1996 1998 2000 2002 2004 2006 2008
%
16November 13, 2009
(% of all Americans who “regularly” go to news source: PRC People/Press)
Source: Pew Internet
Analog Dollars to Digital Pennies
17Source: Newspaper Association of America
Law of Diminishing Returns
18Source: Paper Cuts
White Light Experience
19
Evolution of Media
20
Web Gave Life to New Media
Websites
SEO
21
New Media Shaping Opinions
112
3
22
Source: Universal McCann
New Media as Mass Media
Photo by Adulau
23
Control through Stridence
24
Outbound Communications
25
Consequences on Shotgun Communications
26
Web Gets Social
Websites
EmailMonitoring
Microblogging SEO
Blogs/PodcastsContent SocialN t k Blogs/PodcastsNetworks
Pure SocialNetworks
27
Networks
Web Gets Easy
28
Web Gets Convenient
• Content’s claim to the crown
User experience shapes reputation• User experience shapes reputation
• Should be self-service
• Flash PDFs UI navigationPhoto by Spackletoe
• Flash, PDFs, UI, navigation
• Ease of use drives adoption
29
Evolution of Customer Experience
Usability Expert Jakob Nielsen on User Experience and Reputation
Ease of Use Promotes Transparency & Authenticity
30
Ease of Use Empowers: Unofficial Spokes People
31
No Turning Back: Unintended Consequences
32
Retention Training Manual Leaked
33
What You Say vs. What You Do
34Whopper Big Mac SubwaySource: This Piggy Blog
Higher Power: Social Antibodies
35Whopper Big Mac Subway
No Secrets
36
Citizen Journalism: Crowd SourcingTruth
37
Crowd Sourcing through Qualified Queries
38
How Will You Get Through the Filter?
search reviewfilter share
39
Source: Sit or Squat
User Experience is Conversation
Social Search
User Ratings on Comments
40
90 Million Photo Journalists
41
Source: Twitpic
People Start Having Conversations
42
Conversations Shape Reputation R
ep
utta
tion
43Mainstream News Media
Source: Shel Holtz
MSM Becomes the Second Draft
44
Getting through the Filter
45
Rethink the Photo Opp
46
Photo by Leo Reynolds
Brian Stauffer
Edgework
47
Source: Cobalt123
The Nuts and Bolts
Transparency of Information Intended for
Public Release
RespectfulnessPenalties
PrivacyIT Policy
Social Media P liPolicy ConfidentialityLegal Matters
DiplomacyCombat Considerations
48
DisclaimersConflict Resolution
For Immediate Discovery
Transparency expectations
Patience thresholds
Listen
AnticipateAnticipate
Respond
Photo by Juandazeng
49
Discoverability and Amplification
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
50
Networks
Social Media
Exclusives & Embargos are a Fool’s Game
Influencers
National News
Regional News
Local News
Trade Press
Target Audience
Bloggers Podcasters
51
You’re No Longer a Lone Sharp Shooter
Photo by John Trainor
52
Social Media Communications is a Team Sport
53
Photo by o0besesed
PSNH Case Study: Process Detail
54
Process Overview
Organizational CommunicationsCommunications
Your WebsiteTwitter YouTube & Flickr
News Media PublicC t News Media PublicCustomerService
55
Series of Decisions
56Brian Solis
Social Media for Dads
57
Social Media for Dads
58
New Rules of Engagement: Channel Map
Websites
New Media
Monitoring Email
Microblogging SEO
Blogs/PodcastsContent SocialN t k
Blogs/Podcasts
Pure SocialNetworks
Networks
59
Networks
Social Media
War of Trust and Confidence
60
Who Do You Trust?
61Source: 2010 Edelman Trust Barometer
Relationship Between Off vs. On Network Resources
62
Trust in Government
63
Source: 2010 Edelman Trust Barometer
Follow the Bread Crumbs
ReTweeting FakeReTweeting Fake Tweets
64
Trust in Government
65
Source: 2010 Edelman Trust Barometer
Building Trust by Keeping Pace with Open Source Data
66Source: Data.gov
How Much Open Source Data is Out There?
Cairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama Peak
67
Building Trust with Geo Data
Color Color Coded by SizeCoded by Size
Outage Street Level Detail
Outage Street Level Detail
68
Transparency Fosters Empathy
69Source: US Federal Government
Transparency Fosters Empathy
70Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient
Ambiguity Fosters Skepticism
71
Opacity Breeds Hate
72
Control vs. Credibility
Camp LeJeune Video
73
End of Segmentation
“The Internet interprets censorship as damage and routes around it.”
John Gilmore, Co-FounderJohn Gilmore, Co FounderElectronic Freedom Foundation
74
Trust in NGOs
75
Source: 2010 Edelman Trust Barometer
Mosaic of Trust
76Source: 2010 Edelman Trust Barometer
Encourage Walk In Traffic
Website
77
Engagement Increases the Number of Entry Points
FB Fan Page
Website
TwitterPodcast
Blog
YouTube
78
Social Media Expands Your Footprint & Network
FB Fan Page
Website
TwitterPodcast
Blog
YouTubeSlideshare
79
Penetrating Filters: Pull vs. Push Media
80
Keywords as Psychographic Filters
81
Filtering Blog Posts
82
Filtering Twitter Conversations
Keyword surfaces Hashtag
83
Filtering Facebook Communities
84
Filtering Videos
Filter videos by keywords
Sort by view count to identify most popular contentp p
MappingMapping YouTube’s“Radar Systems”” community
85
Online Demographics
86
Conversations have Demographics
Generation Gap
87
Source: Forrester Research
Chose Your Congregation Wisely
by Beth Rankin by Glen Kirk by lil’bear
Invest time looking for fence sitters who Invest time looking for fence sitters who express themselves in social media --doubters who might be turned into
88Inspired by “Twitterville” – Pg. 51
gbelievers through conversation.
Profiles: Informality Drives Conversation
89
Bring Milk and Cookies
Photo by Stu Spivack
90Inspired by “Twitterville”
It’s Okay to Get Personal
91
Send People Away
92
Photo by Crawfish Head
Inspired by “Twitterville”
Respond to Requests
Photo by spaceamoeba
93From “Trust Agents” – Pg. 197
Social Media is Inbound
1 2
3 4
94
3 4
Learn the Three A’s
Acknowledge Apologize Act
95From “Trust Agents” – Pg. 197
Engaging through Social Media
Think Conversational
Rather than Solicitous
96Inspired by “Trust Agents” – Pg. 197
Customer’s Shoot Back
97Inspired by “Trust Agents” – Pg. 197
Customer’s Shoot Back
Donor commenting
Cause as online social object
Donor commenting
98Inspired by “Twitterville”
Customer’s Shoot Back
99Inspired by “Twitterville”
No Where to Hide from Social Media
Social browser widget
Website as online social object
100
Customer Experience Spills Over into Social Media
101
Good Friends Don’t Just Talk – They Listen Too
102
Good Friends Aren’t Bossy
103
Good Friends are Straight with You
Team Tweeters
News Stands Alone
104
Conversations are Owned
The Good, The Bad and The Ugly
105
Apply Leverage by Mixing Transmission Signals
106Inspired by “Twitterville”
Humanize at Your Own Risk
Scale byScale by Adding team
Members
107
Scale through Social Media Training
108
Everyone Needs Guidance
People ProcessPolicy Technologyp y
109
Celebrated Social Media Policy
110
Policy vs. Guidelines
Transparency of Public
Information
RespectfulnessPenalties
PrivacyIT Policy
Social Media Policy
ConfidentialityLegal Matters
DiplomacyCrisis Considerations
111
DisclaimersConflict Resolution
Revolution Rant
112
RevolutionaryAristocratEisner Lassiter
113Source: Universal McCann
Links vs. Attachments
114
Email Resource: Sending Large Files
115
Email Risks
116
Email Risks: Blogger Fights Back
117
unique visitor to lifehacker.com
Reverse Engineering Media Contact Lists
118
Direct Communications: Coping with Attention Deficits
119
Email Newsletter Campaign Elements
1. Content Strategygy
2. Frequency
3. Email lists
4. Email Newsletter Templates
5. Landing Pages
6 M t/R ti6. Measurement/Reporting
120
Jedi List Synchronization
121
The Heart of Online Communications
122
Content Marketing & Social Networking
123
Is Your Website a Vanity Press?
124
Making Online News Scanable
125
Online Newsroom Designy T
op
icy T
op
ic
Column 1Column 1 Column 2Column 2 Column 3Column 3 Column 4Column 4
ain
Nav b
yain
Nav b
y
Site SearchSite Search
Press InfoPress Info
Ma
Ma
av f
or
dia
av f
or
dia
SubscriptionsSubscriptions
Secondary E h iSecondary E h i
Su
b N
aM
ed
Su
b N
aM
ed
Lead Story with Lead Story with cscs
EmphasisEmphasis
Lead Story with Clickable Thumbnail
Lead Story with Clickable Thumbnail
HeadlineHeadlineHo
t To
pic
Ho
t To
pic
126
Logical PathLogical Path
Thumbnails in IndexThumbnails in Index
Sub HeadlineSub HeadlinePrimary EmphasisPrimary Emphasis
Subscription Kiosks
Subscription Kiosk with RSS, Email and Sharing
Subscription Kiosk with RSS, Email and Sharing
The Subscription Kiosk should be used as a function element on every page within the online newsroom
127
online newsroom.
Subscription Kiosks ‐ RSS
Cli k bl RSS T t d Cli k bl RSS T t d Clickable RSS Text and IconClickable RSS Text and Icon
Step One – Visitor clicks the RSS text or icon.
128
Subscription Kiosks – Custom Feeds
Help ScreenHelp Screen
Category FeedCategory Feed
Sub Category FeedSub Category Feed
Sub Category FeedSub Category Feed
129
Generates Custom RSS Feed
Generates Custom RSS Feed
Subscription Kiosks – One‐Click Import
Close OptionClose Option
One Click Subscription to Google Reader or iGoogleOne Click Subscription to Google Reader or iGoogle
Close OptionClose Option
Subscribe via Internet Explorer or FirefoxSubscribe via Internet Explorer or Firefox
View Raw RSS FeedView Raw RSS Feed
130
Step Three– Branded icons help visitors move their subscriptions into their RSS reader of choice, subscribe via browser or view a raw
Subscription Kiosks – Email Alerts
Cli k bl Al T Cli k bl Al T Clickable Alerts Text and IconClickable Alerts Text and Icon
Step One – Visitor clicks the Alerts text or icon.
131
Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber Subscriber Subscriber enters email address
Subscriber enters email address
CAPTCHA Code function with audio accessibility for visually
CAPTCHA Code function with audio accessibility for visually yimpaired visitors
yimpaired visitors
Confirmation Confirmation
132
Confirmation messageConfirmation message
Subscription Kiosks – Email Authentication Links
E il S t E il S t Email Sent from Online Newsroom Domain
Email Sent from Online Newsroom Domain
Unique URLUnique URL
Step Three– Visitor clicks on an unique hyperlink sent to the registered email dd f th ’ d i
133
address from the newsroom’s domain.
Subscription Kiosks – Email Category and Sub Categories
134
Subscription Kiosks ‐ Sharing
Cli k bl Sh Cli k bl Sh Clickable Share Text and IconClickable Share Text and Icon
S O Vi i Step One – Visitor clicks the Share text or icon.
135
Subscription Kiosks – Sharing via Social Networks
Clickable Share Clickable Share Clickable Share Text and IconClickable Share Text and Icon
Forward via EmailForward via Email
Format to PrintFormat to Print
Page Title, Website, Category, Publisher (Specific to General)
Page Title, Website, Category, Publisher (Specific to General)(Specific to General)(Specific to General)
PermalinkPermalink
136
Facebook CAPTCHAFacebook CAPTCHA
PermalinkPermalink
Subscription Kiosks – Sharing via Email
Optional Comments FieldOptional Comments Field
Recipient’s EmailRecipient’s Email
CAPTCHACAPTCHA
137
User CommentUser Comment
Page TitlePage Title URLURL
Experts Database
Expert Database Search ResultsExpert Database Search Results Expert Detail PageExpert Detail Page
S t B O tiS t B O ti
Paginated ResultsPaginated Results
Sort By OptionSort By Option
Searches “Area of Expertise” field (manually entered)
Searches “Area of Expertise” field (manually entered)
Thumbnail ImageThumbnail Image
Newsroom LinksNewsroom Links
138
Unfiltered News Source
139
Crisis Communications Template
Standard HomepageStandard
HomepageBlack Box HomepageBlack Box Homepage
Black Black BoxBox
Background Image
Background Image
No Background Image
No Background Image
Crisis FooterCrisis Footer
Standard FooterStandard Footer
140
Online Crisis Communications – Demand Spike
141
Social Distributed Problem Solving
142
Blog Design
Source: Dickson Fong
143
Anatomy of the Blog: Blogs and Blog Posts
Blog/Homepage
Homepage
Blog PostAuthor/ Date
Blog Postg
Blog Post
144
Anatomy of the Blog: Permalinks
Permalink
145
Anatomy of the Blog: Feeds, Site and Social Search
RSS Feed
Blog Search
Social Search
Top Rated
146
Anatomy of the Blog: Hyperlinks
Hyperlink
Hyperlink
Hyperlink
147
Anatomy of the Blog: Comments
148
Anatomy of the Blog: Comment Moderation
Consider adding information babout turn
around time
149
Anatomy of the Blog: Comment Moderation
Consider adding moderation policy hyperlinkhyperlink
150
Anatomy of the Blog: Blog Rolls
Blog Roll
Community Mapping O t it
Community Mapping O t it
Blog Roll
OpportunityOpportunity
151
Anatomy of the Blog: Widgets
WidgetWidget
Widget
idWidget
152
Corporate Blogs
153Source: Monsanto Blog
Unfiltered Conversation
154
Messaging through Sneeze Posts
155
Source: Monsanto Blog
Astroturfing
156
Blogger Relations: New Rules of Engagement
157
Play Nice
158
Submit your attention
159
Participate
160
Democratize
161
Pseudo-Anonymity
162
Cory Doctorow’s Blogger Relations Tips
• Have a link
• Have a permanent linkHave a permanent link
• Have a link for everything
• Avoid flash sites• Avoid flash sites
• Avoid PDFs
• Make video downloadable and streamable• Make video downloadable and streamable
• Put your URL on your images
Li ki li i idi l• Linking policies are ridiculous
• Specify credit and usage rights
163
• Send suggestions by the preferred means
Blogger Relations to Drive Media Relations
• Top 100 blogs
• Hyperlocal blogs
• Corporate blogsCorporate blogs
164
Case Study: Rock-Ola
165
Case Study: Blog Storm
166
Case Study: Blog Storm
167
Case Study: Blog Storm
Lessons Learned
• Acknowledge immediately on website or blog
• Identify influential bloggers in advance
l l f fl l bl• Cultivate an inner circle of influential bloggers
168
Anatomy of the Blog: RSS
Open Tag - < >Close Tag - </ >
169
New Media Monitoring
Leveraging RSS:
1 Web based readers1. Web-based readers
2. Desktop-based readers
3. Email clients
170
Live Demo: Using Google Reader
171
New Media Notifications
172
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email[ ] [ ]
ericschwartzman.com Website
ontherecordpodcast.com Podcastp
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook/
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
173
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
Social Media Boot Camp
NORAD & US Northern Command
Public Affairs Workshop
@E i S h t@EricSchwartzman
March 3, 2010
Social Networking
175
Image by: Luc Legay
Global Social Networking by Brand
176
Source: Vinco’s Blog
Global Social Networking Usage
177
Social Networking 101
P fil• Profiles:
Personal vs. professional Profiles pics Profiles pics
• Connections:
Friends, followers, contacts Community mapping
• Conversations:
Posts, comments, ratings, status updates, , g , p Seizing the moment via keywords and search
• Syndication
178
• Syndication
Facebook and Twitter Mobile Apps
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 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 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 id tit if di i l h ki
179
identity if your audience is always checking up on you.
US Social Networking by Brand
Facebook 78%•Facebook 78%•MySpace 42%y p•Linkedin 17%•Twitter 10%•Twitter 10%
180
Source: http://www.consumerinternetbarometer.us/
Facebook by the Numbers
• 12x growth since opening to nonstudents in Sept. 2006
• 20m minutes spent in March 2008b• 6.4b minutes spent prior year
• Between 30m and 35m users• Microsoft paid $240m for 1.6%, $15b
value• $145m ad revenue in 2007$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 2008Fortune Magazine, May 26, 2008
181Source: Inside Facebook
Social Networking: Facebook
182
Facebook Apps
Raise Money on Facebook
183
Facebook Apps: Social Impact of Causes
184
Facebook Apps: Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
185
Widgets
186
Social Networking: Custom URLs
187
Social Networking: Facebook Company Pages
188
Social Networking: MySpace
Back End Front End
189
Back End Front End
Social Networking: Linked In
190
Social Networking: Linked In Groups
191
Social Networking: Object-Oriented
192
Social Networking: White Label Platforms
193
Social Networking Platform
194
Social Networking Case Study: SAP
195About the SAP Community Network
Value of Social Networks to Organizations
• Promote peer to peer communications
• Conduct edgework
• Improve performanceImprove performance
• Educate customers, partners and employees
• Shorten time to market
• Respond faster to change
• Lower COGS
196
Social Networking: Strategic Decisions
• Edgework
Tap influencers Tap influencers Internal vs. External Influencers Diversity Diversity
• Public vs. Private
Is the topic of discussion a differentiator? Could exclusivity help with your edgework? Could exclusivity help with your edgework? Will the discussion be forward looking? Will the discussion involve regulatory matters?
197
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
198
What Makes a Good Community Manager?
• Knowledgeable• PositivePositive• Supportive• Tolerant
199
Intro to Micro Blogging
S C t TV
200
Source: Current TV
Twitter as a News Source
201Source: Examiner.com
Tweet as SOS
202
No Other Media Does This:
Trending Topic SelectedTrending Topics Daily
ReTweet Volume Over Time
Trending Keywords
203
TwitPic of Missing Girl
Or this:
204
Anatomy of Twitter
Number of unused characters
Tweet Field
Since the last browser refresh
The Tweets of everyone I’m following
205
Anatomy of Twitter: @replies, ReTweets & Trends
Tweet directed to me, in full view of
My @reply, in full view of othersWhere to find your @replies
others
Distribute this Tweet to my followersmy followers
Most popular terms on Twitter right now
206
g
Science of Retweets
207Source: Dan Zarella
Hashtags.org
208
Anatomy of Twitter: Direct Messages or DMs
To minimize spam, I can only DM someone
Where I find
following me
my DMs
Private conversation between mebetween me and Steve
209
Anatomy of Twitter: Favorites
Where my Favorites are
Tweets I’ve Favorited
210
Anatomy of Twitter: Following
OptionsExpanded OptionsView Option
Lists
Tweeters I’m Following
211
Anatomy of Twitter: Followers
List ViewList View Option
Click “followers” to view everyone you’re following
Followers I’m Following
Tweeters Following me
212
Anatomy of Twitter: Aesthetics
Where to find your settings
Where to change the look of yourlook of your Twitter webpage
Choose a standard design
Upload a
213
Upload a custom
background
Anatomy of Twitter: Apps
Where to find your installed apps
Twitter Apps Installed
214
Twitter App Store
215
Popular Twitter Apps: Bit.ly Link Shortener
216
Tweets via RSS
217
Search.Twitter.com
Where to find your settings
Geography
218
Results are a Real Time Focus Group
L l i• Larger sample size• Nonstop feedback• Always up to date• No margin of error
219
How NOT to Attract Followers
Show Yourself
Don’t Follow People Before You Have
Tweets
220
Assessing Who to Follow
What’s the following to
followers ratio?
Is the Photo Real?
Any Favorites?
221
Assessing Who to Follow
What’s the following t f ll ti ?to followers ratio?
Check the Twitter User’s Favorites
222
Assessing Who to Follow
User Attracts F ll bFollower by Following
223
Assessing Who to Follow
Ratio Indicates High Degree of Influence
Check for @replies
224
Twitter Client: TweetDeck
225
Case Study: Crowd Sourcing Customer Service on Twitter
226
Twitter: Value Proposition
finds what’s already happened
finds what’s happening nowpp g
227
Twitter: Value Proposition
Information as social object
228
Immediate many-to-many communications
Twitter: Value Proposition
“ 's smallness allowed more posts s smallness allowed more posts to go up more frequently. Likewise, it was faster and easier for people to respond, and thus the
d f d fconversation moved faster and very often went further on Twitter than it did on standard blogs,"
229Excerpted from Twitterville by Shel Israel
PSNH Twitter Strategy
Twitter ID & Twitter ID & PasswordPassword
Twitpic LinkTwitpic Link
Emailed Image & Subject Headline Posted on Twitpic
Emailed Image & Subject Headline Posted on TwitpicPosted on TwitpicPosted on Twitpic
Updates in Reverse
Updates in Reverse Twitpic Link & Twitpic Link &
230
Reverse Chronological Order
Reverse Chronological Order
pCaption
pCaption
Search Engine Optimization
231
State of Search and the Net
3 billion – Daily Google searches processed 230 million – American with Net access 93% Americans with high speed access 93% -- Americans with high-speed access 228 million – Americans with mobile phones 1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
232
Page Rank is the New PR
233
Secret Formula
234
Objective of SEO
Leverage Content to Content to Generate
Transactions
235
Optimization vs. Marketing
SEMSEM
SEO
236
Pro Bono SEM for 501cs
237
Acting Like a Publisher
Editorial and dAdvertising Content
238
Content
First Rule of Search Engine Optimization
239
Get Other Sites to Links to You
240
Case Study: Organic Blog Optimization
241
Case Study: Inbound Links
242
Case Study: Tracking Inbounds
243
Case Study: Search Results
244
Case: Fewer Inbounds, Higher Rank?
245
Case Study: Evaluating Inbounds
246
Citation Indexing
SEOed Site
SEOed Press
Release
Landing Page
Wiki
News Hit
Blog Hit
Online Newsroom
PR
PR
PR
PR
PR
PR
247
PR
Four Steps to Measuring Blogger Influence
248
Source: Coca-Cola Conversation
Step 1: Inbound Links
249Source: Yahoo! Site Explorer
Step 2: Site Rank
250Source: Alexa
Step 3: Conversation Starters
251
Source: Blogpulse Conversation Tracker
Step 4: Uniques
252
Brief and Concise
253
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”
S “S ” S “ f l ”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”hit South Africa s war on AIDS?
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”
254
Keyword Discovery: Related Searches
255
Keyword Discovery: Wonder Wheel
256
Search Trends
257Source: Google Trends
Search Trends – Popular Language
258Source: America.gov
Examining Global Challenges by Region
259
Defining Global Challenges
260
Keyword Discovery: External Keyword Tool
261
Quantity vs. Quality
262
Press Release Search Engine Optimization
By SEO-PR
263
Intro to Meta Data
264
Finding Meta Data
265
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
266
Generic Title Tags
267
Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results
268
Why Meta Descriptions Matter
k
269
Source: Eyetrack 3
Dynamic Meta Page Descriptions
270
Spying through Meta Keywords
271
Press Release Written for Journalists
272
Keyword Research
273
Selected Keywords
274
SEOed Press Release
275
SEOed Press Release
276
SEOed Landing Page
277
1. Check for Title Tags
278
2. Check for Meta Page Descriptions
279
3. Check for Dynamic Meta Content
280
4. Check for Summary Blurbs
281
5. Search Press Release Headlines
282
Search Friendly Newsroom HTML
283
Online Audio and Video
podcast
webcastdownload
284
Podcasts
285
Podcasts Defined
Types of Podcasts:•Repurposed Electronic Media•Repurposed Electronic Media•Print MSM Extensions•Originally Produced
286
Global Podcast Audience
287
Wave.3 Universal McCann Study 2008 [PDF]
Global Podcast Audience Growth
288
Wave.3 Universal McCann Study 2008 [PDF]
Global Podcast Audience Growth
289
Wave.3 Universal McCann Study 2008 [PDF]
Finding Podcasts through Show Notes
290
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
291
Distributing Through iTunes
292
Podcast in iTunes
293
RSS 2.0 Feed with Enclosures
294
Podcast Production
295
Podcast Production
296
Podcast Production
297
Podcast Production
298
Development and Production
Should you podcast?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
299
Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
300
Levelator
ID3 Tagging
301
Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
302
Promoting Podcasts: Signature Blocks
303
Promotion Podcasts: Email Marketing
304
Promotion Podcasts: iPhone Apps
305Source: www.isites.us
Promoting Podcasts: PNRs
306
Promoting Podcasts: SEOed Press Release
307
Promoting Podcasts: Industry Awards
308
Implementation Recommendations
Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” Consider Offering a Best of Episode
309
Who is Podcasting: Case Study
Wh i P d ti ?Who is Podcasting?
310
Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers b i i di b hi d th l k i t 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 ’ l t t d ti fil th l ti hi company’s latest production, profile the relationships
between the incomparable creative talents collaborating and the production process.
R lt LA O i th ld’ fi t t 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 p , yReporter.
311
Case Study: APM Music
312
Case Study: APM Music
313
Case Study: APM Music
314
Case Study: APM Music
315
Case Study: Starbucks
316
Case Study: Starbucks
317
Online Video: Reach and Frequency in the U.S.
• More than 170 million U.S. Internet users watched online video during the
th month. • Online video viewing continued to reach record levels in November with levels in November with nearly 31 billion videos viewed during the month, and Google Sites accounting 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
318
November.
source: comScore
Direct to Consumers
319
Online Video: Internal Communications
320
Naked Conversations
“Formality suppresses dialogue; informality it F l ti d encourages it. Formal conversations and
presentations leave little room for debate. They suggest that everything is scripted and gg y g ppredetermined. Informal dialogue is open. It invites questions, encourages spontaneity and critical thinking Informality gets the truth out It 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 b kth h “breakthroughs.“
-Larry Bossidy, CEO, Honeywell
321
Online Video: Internal/External Communications
322
Online Video: Marie Digby
323
Online Video: Marie Digby
324
Online Video: Marie Digby
325
Blog Response: Marie Digby
326
Blog Comments: Marie Digby
327
Shooting Video: Streaming Gear
328
Shooting Video: Flip
329
Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
330
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.p
• May not be well suited for breaking news
331
Media & Democracy
332
Living Breathing Mediascape
333
111,122 Facebook Supporters as of July 13, 2009
Living, Breathing Mediascape: Flickr Photo Stream
334
3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year
Living, Breathing Mediascape: Twitter Stream
335
Reactions of the Blogosphere to Iranian Elections
336
Living, Breathing Mediascape: Radian6
337
Prediction: Fourth Estate’s Fortunes Have Waned
338
Prediction: Living Mediascape
339
Prediction: Electronic Paper
340
Prediction: Social News Filter
341
Digg vs. Other Media
342
Source: Compete.com
Prediction: Growth of Social Networking
343
World Map of Social Networks
344
Source: Vinco’s Blog
Prediction: Google Combines Services
345
Prediction: Privacy Levels
346Source: NY Times
Prediction: News Wars
347
Prediction: Social Graph
348
Prediction: Fact Stripping Robots
349
Social Bookmarking
350
Favorites use Title Tags
351
Social Bookmarking
352
Benefits of Sharing
1. Access favorites from anywhere2 Share your favorites publicly2. Share your favorites publicly3. Use popular opinion to find info online
353
Live Demo: Social Bookmarking
1. Create Delicious account2. Log in3 Post URL3. Post URL4. Save5 Search popular tags5. Search popular tags
354
Live Demo: Social Search Monitoring
1. Query Delicious2 Add Resulting RSS Feeds to Google 2. Add Resulting RSS Feeds to Google
Rearder
355
Live Demo: Questions
1. Yahoo! Answers2. Linkedin Questions2. Linkedin Questions3. Facebook Status4. Twitter
356
User Ratings
357
Social News Site: Digg
358
Social Bookmarking: Digg
359
Wikipedia
360
Wikipedia – From Marketing Sherpa
G i Li dGetting Listed
“Stub” articles
Propose articles for creation
Enlisting community member to create an articleEnlisting community member to create an article
361
Wikipedia – From Marketing Sherpa
M i i Y Li iMonitoring Your Listing
Appoint a Wikipedia ambassador
Participate in the community
Monitoring your existing Wikipedia pages (RSS)Monitoring your existing Wikipedia pages (RSS)
362
Wikipedia – From Marketing Sherpa
G i E Fi dGetting Errors Fixed
Flag factual errors on discussion pages
Handle criticism on discussion pages
Propose new links on discussion pagesPropose new links on discussion pages
363
Wikipedia – Other Issues
Terms and Conditions
Conflicts of InterestConflicts of Interest
Neutral Point of View Policy
“Peacock Terms”
364
Wikipedia Hall of Shame
365
Monsanto Edits Michael Moore
366
US DoJ Obfuscates Bush Criticism
367
Wisdom of the Chaperones
368
Chris Wilson On the Record…Online
369
Recommended Reading
370
On the Record…Online
371www.ontherecordpodcast.com
Thank You
372
Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email[ ] [ ]
ericschwartzman.com Website
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linkedin.com/in/schwartzman Linkedin
Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
373
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