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New Media and Social Media Workshop
Instructor EricSchwartzman
San Francisco Sept 25 2009
Day Two
2
Media amp Democracy
3
Living Breathing Mediascape
111122 Facebook Supporters as of July 13 2009
4
Living Breathing Mediascape Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
2
Media amp Democracy
3
Living Breathing Mediascape
111122 Facebook Supporters as of July 13 2009
4
Living Breathing Mediascape Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
3
Living Breathing Mediascape
111122 Facebook Supporters as of July 13 2009
4
Living Breathing Mediascape Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
4
Living Breathing Mediascape Flickr Photo Stream
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
5
Living Breathing Mediascape Twitter Stream
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
6
Reactions of the Blogosphere to Iranian Elections
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
7
Living Breathing Mediascape Radian6
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
8
Prediction Fourth Estatersquos Fortunes Have Waned
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
9
Prediction Living Mediascape
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
10
Prediction Electronic Paper
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
11
Prediction Social News Filter
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
12
Digg vs Other Media
Source Competecom
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
13
Prediction Growth of Social Networking
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
14
World Map of Social Networks
Source Vincorsquos Blog
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
15
Prediction Google Combines Services
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
16
Prediction Privacy Levels
Source NY Times
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
17
Prediction News Wars
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
18
Prediction Social Graph
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
19
Prediction Fact Stripping Robots
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
20
Deconstructing the News Release
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
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
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
22
Secret Formula
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
23
Objective
Leverage Content to Generate
Transactions
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
24
Optimization vs Marketing
SEM
SEO
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
25
Acting Like a Publisher
Editorial and Advertising
Content
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
26
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
27
Citation Indexing
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
28
Case Study Organic Blog Optimization
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
29
Case Study Inbound Links
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
30
Case Study Tracking Inbounds
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
31
Case Study Search Results
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
32
Case Fewer Inbounds Higher Rank
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
33
Case Study Evaluating Inbounds
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
34
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
35
Three Steps to Measuring Blogger Influence
Source Mountain Runner Blog
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
36
Step 1 Community Mapping
Source Kartoo
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
37
Step 2 Inbound Links
Source Yahoo Site Explorer
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
38
Step 2 Site Rank
Source Technorati
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
39
Step 3 BlogPulse Conversation Tracker
Source Blogpulse Conversation Tracker
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
40
Additional Measurement Resources
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
41
Market Trends
Additional Measurement Resources
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
42
Brief and Concise
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
43
Writing for Search
Wit irony humor and style
Clever titles and headlines
Search engine technologists vs marketing experts
AP ndash Headlines 40 characters or less
For People For Search
Section ldquoReal Estaterdquo Section ldquoHomesrdquo
Section ldquoScenerdquo Section ldquoLifestylerdquo
Section ldquoTasterdquo Section ldquoFoodrdquo
Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo
Headline ldquoZuma testimony sparks HIV fearrdquo
Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo
Headline ldquoObituary Gene Pitney
Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo
Headline ldquoGators Cap Run with First Titlerdquo
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
44
Keyword Discovery
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
45
Understanding Google Trends Demand
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
46
Understanding Google Trends Demand
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
47
Search Trends
Source Google Trends
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
48
Obama Effect
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
49
Examining Global Challenges by Region
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
50
Search Trends ndash Popular Language
Source Americagov
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
51
Additional Search Volume Resources
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
52
Keyword Discovery Related Searches
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
53
Keyword Discovery Wonder Wheel
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
54
Defining Global Challenges
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
55
Keyword Discovery External Keyword Tool
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
56
Quantity vs Quality
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
57
Intro to Meta Data
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
58
Finding Meta Data
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
59
Title Tags
1 Title Tag in Web Page HTML (View gt Source in a Browser)
2 Title Tag in Browser Title Bar
3 Title Tag in Search Results
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
60
Generic Title Tags
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
61
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
62
Why Meta Descriptions Matter
Source Eyetrack 3
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
63
Dynamic Meta Page Descriptions
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
64
Spying through Meta Keywords
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
65
Spying through Keywords Density Analysis
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
66
1 Check for Title Tags
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
67
2 Check for Meta Page Descriptions
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
68
3 Check for Dynamic Meta Content
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
69
4 Check for Summary Blurbs
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
70
5 Search Press Release Headlines
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
71
Search Friendly Newsroom HTML
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
72
PDFs and Search
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
73
Flash and Search
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
74
Morning Break
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
75
Live Demo Site Meter
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
76
Live Demo FeedBurner
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
77
Live Demo Tagging Blog Posts
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
78
Live Demo Email Subscription Widget
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
79
Live Demo Custom Tag Cloud Widget
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
80
Live Demo Social Bookmarking Widget
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
81
Live Demo Blogging a YouTube Clip
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
82
Live Demo Livening Up Your Blog
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
83
Live Demo Livening Up Your Blog
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
84
Live Demo Livening Up Your Blog
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
85
Live Demo Livening Up Your Blog
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
86
Respecting Usability
bull Ease of use
bull Clarity and brevity
bull Easy to read
bull Canrsquot consume what you canrsquot find
bull On intranetrsquos usability impacts worker productivity
bull 10 of design budget on usability will double sitersquos results
Jakob Nielsen
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
87
Lunch Break
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
88
Online Audio and Video
podcast
webcastdownload
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
89
Podcasts
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
90
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
91
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
92
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
93
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
94
Finding Podcasts through Show Notes
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
95
iTunes Podcatcher
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
96
Distributing Through iTunes
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
97
RSS 20 with Enclosures
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
98
Podcast in iTunes
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
99
Who is Podcasting
Who is Podcasting Case Study
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
100
Podcasts Employees as Evangelists
Case Study IBM
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
101
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 worldrsquos leading opera companies
Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process
Results LA Opera is the worldrsquos 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
Case Study LA Opera ndash B to C
Other
35056488
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
102
Case Study APM Music
Blues
13160992
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
103
Case Study APM Music
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
104
Case Study APM Music
Blues
13160992
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
105
Case Study APM Music
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
106
bullNHRA Driver Ashley Force First
bullCastrol Executives Second
The Media Business Editorial vs Advertising
Case Study Castrol
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
107
Case Study Starbucks
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
108
Case Study Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
111
Podcast Production
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
112
Podcast Production
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
113
Should you podcast
Selecting the subject matter
Finding your voice view
Intros and outros
Music options Podsafe amp APM view
Search engine optimization view
Show notes view
A word on copyright view
Development and Production
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
114
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
115
ID3 Tagging
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
116
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
117
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
118
Promoting Podcasts Signature Blocks
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
119
Promotion Podcasts Email Marketing
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
120
Promoting Podcasts PNRs
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
121
Promoting Podcasts SEOed Press Release
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
122
Promoting Podcasts Industry Awards
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
123
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Podcasting Insights
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
124
Online Video Reach and Frequency
bull Americans Viewed a Record 168 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube
bull Average US Viewer Watched 64 Hours of Online Video During the Month
source comScore
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
125
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
126
Direct to Consumers
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
127
Online Video Marie Digby
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
128
Online Video Marie Digby
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
129
Online Video Marie Digby
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
130
Blog Response Marie Digby
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
131
Blog Comments Marie Digby
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
132
Online Video Internal Communications
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
133
Online Video InternalExternal Communications
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
134
Video in Online News Rooms
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
135
Shooting Video Streaming Gear
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
136
Shooting Video Flip
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
137
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
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
138
Shooting Video High-End ndash Canon XL H1S
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
139
Video Editing Software ndash Windows Movie Maker
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
140
Video Editing Software ndash Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
141
Centralized Online Video Distribution
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
142
Content Strategy Live Online Broadcasting
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
143
Online Video Case Study Toyota
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
144
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bull Relationship-based communications
bull May not be well suited for breaking news
bull News content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing assets
bull Unscripted and authentic
bull Podcast news releases
Audio and Video Recap
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
145
Afternoon Break
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
146
Social Bookmarking
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
147
Favorites use Title Tags
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
148
Social Bookmarking
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
149
Benefits of Sharing
1 Access favorites from anywhere
2 Share your favorites publicly
3 Use popular opinion to find info online
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
150
Live Demo Social Bookmarking
1 Create Delicious account
2 Log in
3 Post URL
4 Save
5 Search popular tags
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
151
Live Demo Social Search Monitoring
1 Query Delicious
2 Add Resulting RSS Feeds to Google Rearder
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
152
Live Demo Questions
1 Yahoo Answers
2 Linkedin Questions
3 Facebook Status
4 Twitter
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
153
User Ratings
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
154
Social News Site Digg
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
155
Social Bookmarking Digg
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
156
Social Networking
Image by Luc Legay
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
157
Global Social Networking Penetration
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
158
Global Social Networking Penetration Growth
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
159
Corporate Social Networking Adoption
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
160
Global Social Networking Brand
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
161
Social Networking ndash Usage Trends
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
162
Social Networking US Communities by Popularity
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
163
Social Networking MySpace
Back End Front End
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
164
Social Networking Facebook
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
165
Social Networking Custom URLs
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
166
Social Networking Facebook Company Pages
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
167
Social Networking Facebook Company Pages
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
168
Social Networking Facebook Company Pages
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
169
Facebook for Government Agencies
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
170
Facebook by the Numbers
bull 12x growth since opening to nonstudents in Sept 2006
bull 20m minutes spent in March 2008
bull 64b minutes spent prior year
bull Between 30m and 35m users
bull Microsoft paid $240m for 16 $15b value
bull $145m ad revenue in 2007
bull MySpace had $510m in ad revenue in 2007
bull $015 CPM vs $13 CPM at Yahoo
Fortune Magazine May 26 2008
Source Inside Facebook
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
171
Case Study Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
172
Social Networking Linked In
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
173
Social Networking Linked In Groups
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
174
Social Networking Niche Nets
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
175
Social Networking Niche Nets
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
176
Social Networking Niche Nets
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
177
Social Networking White Label Platforms
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
178
Social Networking White Label PRSA Tech Site
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
179
Social Networking Aggregators
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
180
Social Networking Aggregators
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
181
Social Networking Mash-Ups
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
182
Social Networking for PR
bull Market research
bull How to videos
bull DIY videos
bull Promote events
bull Solicit donations
bull Find influentials
bull Build affinity groups
bull Be community minded not sales minded
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
183
Naked Conversations
ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo
-Larry Bossidy CEO Honeywell
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
184
PSNH Case Study Process Detail
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
185
Twitter ID amp Password
Updates in Reverse Chronological Order
Twitpic Link
Twitpic Link amp Caption
Emailed Image amp Subject Headline Posted on Twitpic
PSNH Twitter Strategy
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
186
Organizational Communications
Online NewsroomTwitter YouTube amp Flickr
News Media ConstituentsCustomerService
New Media Case Study PCNH
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
187
Online Newsroom
FlickrSearch
YouTube
Conversions
Press Releases
Inbound Links
Online Communications Strategy
New Media Social Media
Coverage
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
188
FEMA Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
189
Wikipedia
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
190
Wikipedia ndash Other Issues
Terms and Conditions
Conflicts of Interest
Neutral Point of View Policy
ldquoPeacock Termsrdquo
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
191
Wikipedia Hall of Shame
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
192
Chris Wilson On the RecordhellipOnline
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
193
Help Yourself
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
194
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanprcom Website
ontherecordpodcastcom Podcast
spinfluencercom Blog
ericschwartzman Friendfeed
ericschwartzman Twitter
facebookcomericschwartzman Facebook
Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30
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