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CM443 B1 Spring 2016 (Part 2)
New Media and Public Relations
Explores the effects of new media on the fundamental theories, models, and practices of public relations. Studies how websites, blogs, citizen journalism, social media, direct-to-consumer communication, podcasting, viral marketing, and other technology-enabled changes are affecting interpersonal, small group, and mass media relationships. Also covers and uses the interactive tools that are re-defining the practice of public relations. The course combines lecture, discussion, guest speakers, case study, and research to help students uncover and appreciate the power and potential of interactive media.
THE PROCEDURAL FRAMEWORK
CM443 B1 Spring 2016 – Week 8
(continued)
Content Marketing Maturity Model
1. Stasis2. Production3. Utility4. Storytelling5. Monetization
http://www.toprankblog.com/2014/02/content-marketing-maturity-model/
The McKinsey MatrixSocial media enables targeted marketing responses
at individual touch points along the consumer decision journey.
http://www.mckinseyquarterly.com/Demystifying_social_media_2958
AMEC’s Matrix
http://amecorg.com/downloads/resource/ValidMetricsFramework7June2011PrintVersion.pdf
A Framework for Your Social Strategy
INPUT• Organizational factors: Conditions of the external environment/climate and leadership
style.• Human factors: Skills, knowledge and character of who works for the organization.• Social factors: Values, inspiration, behaviors of the groups of people that work for the
organization.
PERFORMANCE• Organizational structure: This is about how the different activities, tasks and
responsibilities are distributed within the organization.• Process: The brain and heart of our strategic planning & execution. Here we set the
objectives, the strategies, the tactics, we verify the results and determine the necessary corrective actions.
• Financial structure: It defines how the financial resources are allocated according to the defined objectives.
OUTPUT• Management efficiency: Quality of the management. Is the management capable of
achieving a good and tangible output?• Motivation: This is what drives a person to perform a certain action or to pursue a
certain objective.• Morale: Do people feel under pressure when they work or do they feel satisfied? You can
think it as the “organizational climate” and it has to do with how the work environment is perceived, directly or indirectly, by the employees.
A Framework for Your Social Strategy
A Process
http://www.briansolis.com/2013/09/the-adaptive-digital-strategy-framework/
A Process• Integration: The focus is on how the organization is structured around social
efforts and on how social technologies are integrated with communication channels across the organization.
• Planning: Goals are impossible to achieve without a plan. Whether you are working on a PR or a marketing initiative, a good plan is meant to serve as a roadmap. It’s essential for aligning the resources and prioritizing the actions of the organization as it strives to achieve its goals.
• Execution: Execution is what actually brings the strategic plan to fruition. This is the result of the planning decisions made by the organization and its team.
• Evaluation: The overall process, the financial and the human resources must be evaluated to ensure that the communications function is successful. Accurate measurement is vital for the deployment, maintenance and refinement of ongoing and future projects.
• Internal & External: This model includes what needs to be identified, deployed or reviewed at each stage of the development process internally and externally – external communication is as important as internal communication, they are both vital for an organization’s identity and goals achievement.
THE TECHNOLOGICAL FRAMEWORK
CM443 B1 Spring 2016 – Week 8
http://www.flickr.com/photos/squirmelia/5968201800/
* Did You
?
Tools Didn’t Come First…
Needs Come First
My Favorite Tech Model
http://techcrunch.com/2015/04/07/modeling-mediums-of-communication/
The Risk of Embracing TechSocial media practitioners fall victim to three key ailments. This is the third of them…
• If you are quick to adopt and embrace new tools, technologies and networks, you’re being smart, but, make sure you can explain why, or you might suffer from… SHINY OBJECT
SYNDROME
How the Web Works (The OSI Model)
http://krystalchisholm.wordpress.com/2010/10/08/chapter-12/
How the Web
Works (Client/Server Model)
http://sleeplessgeek.blogspot.com/2010/08/visualizing-our-example-setup.html
HTTP, HTML & CSS• HTTP (Hypertext Transfer Protocol) is how HTML
(Hypertext Markup Language) pages are transmitted from the server to the browser
• HTML has evolved from a descriptive model to a semantic model– e.g., instead of <B> for bold, preference now is to use
<STRONG>, reflecting the need for a strong emphasis, rather than assuming that bold is the best way to do that
• CSS (Cascading Style Sheets) allow the designer to customize how content looks based on how it’s marked up semantically with HTML.
CONTENT MARKETING 101CM443 B1 Spring 2016 – Week 8
What is Content Marketing?
• Content marketing was a response to the evolution of search engine technology
• Since content marketing’s rapid rise to popularity, search engine technology has evolved
• Content marketing techniques must evolve with it
Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/
MarketingProfs
Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
The Content Marketing Challenge• The graph you're looking at shows co-
variance, or correlation. Two upward-trending lines representing the traffic to your blog and the number of leads generated.
• Is the increase in web traffic causing the increase in leads? Or is the increase in leads causing an increase in web traffic? Or is something else (or multiple things) causing both?
• There is no way to tell. That is to say, you cannot infer causation from mere correlation.
• To infer causation, you must be able to attribute results to your efforts. You can do this a few different ways:
– Use Google Analytics Campaign Codes – Use your own link shortener– Use unique landing pages for each campaign– Use come combination of the above (best option)
Content Marketing is Big. BUT…
http://www.flickr.com/photos/22711505@N05/5766880112/
If you build it…
Content Marketing
http://www.flickr.com/photos/jewe/2905913332/
Will they come?
Content Marketing = Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media game. All in one.
Content Marketing ≠ Inbound Marketing
A good content marketing program used to be able thrive on one web presence (a website or blog with dynamic content) surrounded by a good social mediaProgram. This “inbound” model doesNot work as effectively nowAs it used to.Why?
http://www.flickr.com/photos/jameskm03/5990507429/
But is Content MarketingWorking for You?
• Are you creating content?• If so, what kind, how often & what channels?• How are you promoting it?• Is it being applauded or amplified?• What kind of engagement are you getting?• Is it working? (i.e., is it converting?) (and if it is, would you know it??)
Reminder: What is a Conversion?
• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)
• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase– Repurchase– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate
A Day in the Life of a Content Marketer
• 6am: Check Twitter• 6:15am: Check Twitter again. Anything new?• 6:30am: Check Twitter. Did someone just tweet at me?• 6:45am: Check Twitter yet again. Why hasn’t anybody
tweeted me?• 7:00am: Drive to work. How am I supposed to check
Twitter?• 7:30am: This Twitter withdrawal is going to kill me!• 8:00am: Finally, I can check Twitter again.• … etc., ad infinitum
My Secret Sauce1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)– Email subscriptions
2. I aggregate my favorite blog content into a single email using Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a day with headlines and links
3. If I find an article I want to curate and share, I use two browser plugins…
Buffer
Hootsuite
A Real Day in the Life of a Content Marketer
• 6am: Check Twitter• 6:15am: Check email quickly• 6:30am: Get ready for work• 7:00am: Head into office• 8:00am: Read my digests and blogs and curate• 8:30am: Get on with the real work…
(Oh yeah, and check Twitter)
The Four Cs• The Four Cs
– Content creation (inform)– Community building– Conversation engagement– Conversion (changing behavior)C
(Some) Content Rules• Start with the why• Reuse• Define success• Speak human (but read tech)• Reimagine (but don’t recycle)• Share, solve, but don’t shill• Listen and learn
http://www.contentrulesbook.com/
I do some pretty egregious
paraphrasing here – the book
is better
The Best Content Advice I Have
The Blogging TenetsSuccinctTransparentResponsiveAcceptingInsightfulGenuineHumorousTimely
Secrets Chapter 5
Curation, Not Just Creation
• Content curation, or the reuse/repackaging of other people’s content, is becoming hugely popular
• You must be able to add value to that content: commentary, insight or more news
• At the peak of the era of mass communication, an elite few controlled the news and content agenda in print, radio and television
– e.g., The Boston Globe’s editorial staff• As digital media evolved the capacity to support
multiple channels, segmentation began– At first, left- vs right-leaning media– Then much more fragmentation
• Today, with so many channels across so many media, content consumption choices are much more difficult
Evolution of Content Consumption
Information Overload• Definition: When the volume of potentially useful and relevant information available exceeds
processing capacity and becomes a hindrance rather than a help• 90% of all the data in the world has been generated over the last two years• Information consumption in the US is in the order of 3.6 zettabytes (3.6 million million
gigabytes)• The average American consumes 34 gigabytes / 12 hours of information per day – outside of
work• “Between the dawn of civilization through 2003 about 5 exabytes of information was created.
Now, that much information created every 2 days” (Eric Schmidt – former Google CEO)• In the US, people who text send or receive an average of 35 texts per day• 28% of office workers time is spent dealing with emails• The typical Internet user is exposed to 1,707 banner ads per month• The human brain has a theoretical memory storage capacity of 2.5 petabytes • The maximum number of pieces of information a human brain can handle concurrently is 7
(Miller’s Law)• Information (over)load is linked to greater stress, and poorer health• Overuse of social media can lead to short-term memory loss
http://digitalintelligencetoday.com/fast-facts-information-overload-2013/
The Rise of Filters“It’s not information overload. It’s filter
failure.” - Professor Clay Shirky
Breaking Through the Filters
• We’ll talk more about the science of influence later, but for now, recognize that one of your biggest challenges as a marketer is breaking through the background noise levels of online media
Breaking Through the Filters
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerankhttp://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm
The Risk of EdgeRankSocial media practitioners fall victim to three key ailments. This is the third of them…
• If you or your company put news gathering completely in the hands of your social graph and algorithms, you’re likely suffering from…
FISHBOWL SYNDROME
The Risk of EdgeRankFishbowl Syndrome is dangerous for individuals and companies!
• Eli Pariser describes the risks perfectly in his TED talk, website and book on “The Filter Bubble.”
• Jonathan Stray found five ways to break out of your filter bubbles.
http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/
http://www.thefilterbubble.com/
Podcasting Tips1. You already have the equipment
– You can start with free software and built-in hardware, then work your way up
2. Export your audio from videos– Whenever possible, capture content in video, then work
backward3. Listen before you record
– Not just to your own test recording, but other real podcasts and radio programs
4. Keep length in mind– Under your community’s average commute time
Content Rules Chapter 17
Podcasting Tips (Part 2)5. Publishing is easy-ish
– Pick up a copy of Podcasting For Dummies to tackle all the issues6. Submit to iTunes
– Plenty of other places too, but start here7. Plan before hitting “Record”
– Write out your intros and outros and have an outline of topics at least
8. Use music wisely– NOT from your CD collection, but music you have rights to use
9. Editing is your friend– And you’ll hate it, but you need to do it
Content Rules Chapter 17
Video Rules1. Audio quality is significantly more important than
video quality – use an external mic2. Get a copy of Get Seen by Steve Garfield3. Viral video “rules” get broken all the time, but in
general:– Shorter is better– Don’t bury the lead (the call to action)
4. Video isn’t searchable yet (nor is audio), so be very descriptive in title, description and tags
5. Include a dragon – a problem you’re trying to solve
Question: Monetization• #presentandfuturebusinessmodelsformonetizingthenewspaperindustry• What do you charge for and what do you offer for free?• Does free content cheapen you? Can it cost you business?
Gating: Costs and Benefits
• Kinds of gates– Paygates– Likegates– Infogates
• Does gating keep people out? Of course!• But does it keep out the wrong kinds, or the
right kinds?• A/B testing is one great technique to find out
MORE ON CONTENT MARKETING
CM443 B1 Spring 2016 – Week 9
Top Content Marketing Goals
http://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
6 Keys to Sharable Content
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model
Rand Fishkin’s Content Marketing Manifesto
http://www.slideshare.net/randfish/the-content-marketing-manifesto
I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers.
Todd’s Building Blocks of a Content Marketing Strategy
1. News2. Understanding of Customer3. Understanding of Competition4. Understanding of Industry5. Understanding of Influencers6. Opinions on Any and All of These7. Lack of Fear to be Different, Better or
Critical
The Eight Elements of News
1. Immediacy2. Proximity3. Prominence4. Oddity5. Conflict6. Suspense7. Emotion8. Consequence
Creating a Customer Profile
• Give them a name, e.g., “Sally Spender” • If necessary, include
– The User– The Decision Maker– The Influencer– The Buyer
• There may be more than one• Include both
– Demographics– Psychographics– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspxhttp://www.businessesgrow.com/2012/01/26/forget-demographics-its-all-about-the-socialgraphics/
Know Thy CompetitionYour competitors include:• Organizations offering the same product or service now.• Organizations offering similar products or services now.• Organizations that could offer the same or similar products or services in
the future.• Organizations that could remove the need for a product or service.
The Four Stages of Competitive Intelligence:1. Collect the information2. Convert the information into intelligence
a) Collate and catalog itb) Integrate it with other informationc) Analyze and interpret it
3. Communicate the intelligence4. Counter adverse competitor actions you identify
http://www.marketing-intelligence.co.uk/resources/competitor-analysis.htm
Know Thy Industry and Its Influencers
• What are the key trends and topics being written about?
• Who’s writing about them?• What are the related keywords and key
phrases?• What’s not hot and should be avoided?
Find Your Voice• Opinions are more interesting, and more valuable in a
Twitter world, than facts• Becoming a trusted source is a very valuable position• Remember that PR is storytelling, and…• Social media is the ultimate cocktail party, and…• The hit of the party is often the best storyteller, and…• Stories require characters, but…• Characters have flaws, so…• Don’t be afraid to show your own, and others’, flaws –
chances are they’re going to be found anyway
http://www.entrepreneur.com/article/222779#
Before You Create or Engage
1. Have a social media policy in place2. Have a social media response protocol 3. Build a repertoire of pre-approved messages4. Have a monitoring tool in place
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-managerhttp://www.slideshare.net/hschulze/b2b-content-marketing-trends-2013
Before We Go Any Further
• I’ve got some things I need to go over…• Things we all need to remind ourselves
of…• The rules of social media change regularly• These are some of the more important
ones today…* * Subject to change at
any momenthttp://www.flickr.com/photos/24467251@N02/6658779959/
Rule #1There’s no such thing as a
Twitter or a Facebook strategy!
http://www.flickr.com/photos/14724437@N00/9852723845/
Rule #2Just because you can measure
it doesn’t mean you should!
Rule #3 Social media marketing is
content marketing!
Rule #4Content marketing is inbound
marketing
Rule #5If you build it, they might
come, but there’s no guarantee!
http://www.flickr.com/photos/22711505@N05/5766880112/
Rule #6The two secrets to being seen
are sociability and searchability!
BUILDING YOUR PROGRAM: DISCOVERING, PRIORITIZING AND LISTENING
CM443 B1 Spring 2016 – Week 10
Influencing the Influencers
1. Finding the Influencers2. Prioritizing the
Influencers3. Influencing the
Influencers
Discovery Tools and Tips: Paid• Salesforce Marketing Cloud (Formerly Radian6)• Lithium• Sysomos (Owned by Marketwired)• Brandwatch• Crimson Hexagon• SDL SM2 (Formerly Alterian SM2)• Synthesio• Social Radar• Buzzstream• eCairn• Traackr
Search & Influencer Research Tools• By topic on Twitter: https://followerwonk.com/bio• By topic or location on Twitter: http://www.twellow.com/• By influence: http://klout.com/ • On blogs: http://technorati.com/• Online: http://addictomatic.com/• By topic on blogs: http://alltop.com/• By retweets and mentions on Twitter: http://mentionmapp.com/ • By topic online: http://socialmention.com/ • Via Google News: https://news.google.com/nwshp?hl=en&tab=wn• In scholarly articles: http://scholar.google.com/schhp?hl=en • Via top trending topics: http://www.google.com/trends/
Discovery Tools and Tips: Twitter• Twellow• WeFollow• Klout• Twitter Search• Twitalyzer• TweetLevel (Owned by Edelman)• Mentionmapp• Tweetreach
Discovery Tools and Tips: Blogs• Alltop• Blogpulse• IceRocket• Touchgraph• Technorati• Google Blog Search
Discovery Tools and Tips: Other• Boardreader• Facebook Search• MailChimp Social Pro• Rapportive (Gmail)• YourOpenBook
Search
Search
Search
The Listening Dashboard• Google Reader Substitutes
– Prismatic– Feedly
• Google Alerts• Search.twitter.com
Content Rules Chapter 9
Listening & Engagement Tools• HootSuite• TweetDeck• CoTweet• Jive• Collective Intellect• Lithium• Sysomos• Attensity360• Alterian SM2• Crimson Hexagon• Spiral16
• Spredfast• CustomScoop• Meltwater Buzz• SocialToo• Topsy• Trackur• UberVU• ViralHeat• Webtrends• Google Reader• Sprinklr
The AMEC Social Media Listening Maturity Model
http://amecorg.com/2012/10/where-is-your-organization-on-the-social-media-listening-maturity-model/
From Monitoring to Action
• Establish a conversational workflow– A decision tree outlining how
conversations are treated and routed across the organization
– e.g., if the topic is this, then this person should respond; if the topic is that, then there’s no need to respond
Prioritizing Your Influencers
• Influencer Maps• Influencer
Tiering
http://mentionmapp.com/#user-vanhoosear
Influence Measurement Tools
• Klout• Kred• mBlast• PeekAnalytics• PeerIndex• Traackr• TweetLevel
• Reach (how many people does this particular influencer influence compared to other influencers)
• Relevance (how closely aligned are the topics that this influencer writes/talks about compared to your organization’s topics)
• Reputation (what is the common opinion that people have about a particular influencer compared to other influencers)
• Receptivity (how approachable is this particular influencer, and how likely are they to be influenced by you – shoot too high and they may not be receptive. Too low and they won't have enough followers to make it worth the effort)
90
The Four Rs of Influence
R
The Influence Formula
Calculate an influence score between 0 and 1000 for each by assigning a numeric value to each R in the following way, and multiplying these values together:
• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow reach• Relevance: 0-10, with 10 representing a very close fit and 0 a stretch• Reputation: 0-10, w/ 10 being a household name and 0 a relative unknown• Receptivity: A percentage likelihood of action, represented decimally, from
.0 (0%) to 1 (100%)
The resulting output of this formula is a score between 0 and 1000
I = r1 x r2 x r3 x r4
Influencing• The Cocktail Party Model (D.M. Scott)• Don’t pitch them right away• Paul Gillin’s Advice: Court Them
– Make initial contact meaningful– Ask for advice– Take conversation offline– Treat bloggers like media
• “Listeners make the best conversationalists” - Solis
Aristotle’s 3 Modes of Persuasion
1. Ethos – Appeal to ethic or moral standards
2. Pathos – Appeal to emotions
3. Logos – Appeal to logic
Appeals to Ethics/Morals
I am… • Trustworthy• Knowledgeable• Authoritative• Overwhelming
Must be established first, before the other modes can be effective
Appeals to Emotion• The Higher Emotions
– Altruism– Love– Etc.
• The Base Emotions– Greed– Lust– Etc.
Appeals to Logic• Facts• Case studies• Statistics• Experiments• Logical reasoning• Analogies• Anecdotes
A Test
What It Tells Us1. The human brain is lazy. 2. Thinking logically takes a lot of energy.3. Therefore we take shortcuts.4. These shortcuts leave gaps – sometimes
BIG ones.5. Good editors remember to check the gaps.6. Good PR professional pitchers understand
that we use our gut first, then our brain.
Emotion First
Influence Tactics1. Rational Persuasion (Appeal to Thoughts) l2. Inspirational Appeal (Appeal to Feelings) p3. Personal Appeal (Appeal to Relationships) e4. Consultation (Question)5. Ingratiation6. Coalitions7. Relentless Pressure8. Reciprocity & Exchange
The Influencing Formula by Elizabeth Larson & Richard Larson
The Six Forms of Power1. Coercive – The “Stick” l2. Referent – The “Name Drop” e3. Reward – The “Carrot” l4. Authority – The “Title” e5. Expertise – The “Smarts” e6. Leadership – Inner Power + Charisma
+ Interpersonal Skills lepThe Influencing Formula by Elizabeth Larson & Richard Larson
The Art of the Pitch• “The biggest problem in PR is that people don’t read
enough.” – Former Journalist Ed Zitron
1. Has the reporter/outlet already written about topic?2. Will it be interesting to their readers? How?3. What do they love writing about? What interests
them as a human being and a reporter/blogger/editor?
Top Pitch Mistakes• Wrong person/beat/name/outlet (read
before you pitch)• Buried lead (start with the ask/news, then
back it up)• Sounds like a marketing script (write like
you speak)• No links or contact info (make it easy for
them to get more info)
Social Media’s Impact on Pitching
1. Makes it easier to reach some folks, but…
2. It’s created a lot more noise!3. It’s made everything public4. It’s shortened our attention span
http://thenextweb.com/media/2011/10/01/the-art-of-the-pitch-inspiring-media-relations/http://gawker.com/5949099/pr-dummies-how-not-to-pitch
http://www.vocus.com/invocus/media-blog/pitching-journalists-via-social-media-yay-or-nay/
PR=Stories=Content=Search
• Public relations is, at its essence, a combination of the art of storytelling and the science of influence
• Storytelling is structured content• Good PR (and thus good content creation)
combines proactive outbound efforts with smart passive inbound marketing techniques
• Inbound marketing is driven by two factors:1. Search2. Social sharing
SEARCH MARKETING: ORGANICCM443 B1 Spring 2016 – Week 10
The Last Ultimate Press Release
• Here’s the first press release ever written:
• It appeared verbatim in The New York Times
• Probably the last time that happened…
• Since then, things have gone downhill…
PR’s Catch-22• The press release’s goal – and PR’s goal – is essentially to
put words in reporters’ mouths• Reporters know this, and want to exercise their
independence• Meanwhile, outlets that automatically pick up press release
content are popping up like mad• This actually reduces the value of verbatim copy –
because it’s seen as inherently biased by everyone• PR’s goal needs to evolve: to make journalists’, editors’ and
bloggers’ lives easier by giving them the seeds of good stories
What is SEO?The Goal of SEO is to push your content to the top of
SearchEngineResultsPages
“Above the Fold” in the Old Days
http://www.flickr.com/photos/globochem/2321238318/
“Above the Fold” Today
Paid Placement
Unpaid (Organic) Placement
SEM vs PPC vs SEO• Search engine marketing (SEM) is a
combination of paid search programs and “organic” search optimization
• Paid search includes:1. Pay-per-click (PPC) 2. Cost-per-impression (CPI or CPM) (M=1,000)
• Organic search (i.e., SEO) focuses on “unpaid” ways to improve search engine results page (SERP) placement
http://en.wikipedia.org/wiki/Search_engine_marketing
5 Key Metrics of Site SEO1. Searchability. Is the structure, content and meta-content (descriptive
information including titles and keywords) of the site optimized for search engines (specifically Google and Bing), providing the best possible organic search engine results possible, as defined by search experts and online SEO/SEM measurement resources?
2. Accessibility. Is the site accessible from different kinds of devices, and can people with disabilities perceive, understand, navigate and interact with the site, as defined by the W3C Web Accessibility Initiative?
3. Navigability. Once on the site, is the content easily organized and navigated?
4. Sharability. If a visitor likes what the can see or do on the site, is it easy for that person to share their likings (or dislikings) with site managers and/or the general public?
5. Salability. Does the content of the site lend itself to one or more understandable (and measurable) goals – e.g., driving visitors to try out a product, buy a service or tell others about the site?
9 Steps to SEO Success1. Market research2. Keyword research3. On-page optimization4. Site structure5. Link building6. Brand building7. Viral marketing8. Adjusting9. Staying up-to-date
http://www.toprankblog.com/2007/01/google-cartoon/
Market Research Secrets• Begins with a competitive analysis• What companies / sites are you competing
with?• How well do they perform?• Great tool: http://websitegrader.com/
Keyword Research Secrets
Once you have identified and analyzed the competition at a high level, you can turn your attention to analyzing the keywords from four perspectives:
1. What keywords you want to be known for2. What your site is keyword optimized for3. What your competitors’ sites are keyword optimized for4. What people are searching for
Four great keyword tools:5. http://seokeywordanalysis.com/ 6. http://www.googlerankings.com/ultimate_seo_tool.php 7. http://tools.seobook.com/general/keyword-density/ 8. http://textalyser.net/
On-Page vs. Off-Page• On-Page SEO focuses on how you can improve the
content, structure and navigability of your own site• Off-Page SEO focuses on, well, pretty much
everything else, including– DNS (Domain name services)– Social media– Inbound links– Press releases– PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
HTML 101
<HTML> This is the outside paired HTML element that declares that what’s inside is HTML <HEAD> Content inside the HEAD element describes the whole page <META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”> <META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”> <TITLE>The descriptive name of the page goes here</TITLE> </HEAD> Paired elements (including TITLE) are “closed off” with a leading forward slash <BODY> All the content displayed on the actual web page appears inside the BODY elements <H1>The largest header tag for really big type</H1> <P>Body copy appears inside the P element. Click on image below.</P> <A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A> <H2>Slightly smaller header type</H2> <P>Headers are really important for SEO.</P> </BODY></HTML>
• Right click on a webpage and click on View source to see how a web page is designed…
On-Page SEO Checklist• Always start with keyword selection, research and testing• Meta Description tag• ALT tags• H1 tags• URL structure• Internal linking strategy• Content• Keyword density• Site maps, both XML and user facing• Usability and accessibility• Track target keywords• Expect results in 6-12 months
4http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation
SEARCH MARKETING: PAIDCM443 B1 Spring 2016 – Week 10-11
PPC, PPM, CPL, HUH?• PPC = Pay-Per-Click
– Only pay for clicks– CPC = Cost-Per-Click– PPA = Pay-Per-Action (e.g., when item is sold)– CPA = Cost-Per-Action– CPL = Cost-Per-Lead
• PPM = Pay-Per-Mille (1,000 impressions)– Avoids click fraud– CPM = Cost-Per-Mille
PPC 101• PPC is not just about Google AdWords
– Bing (Microsoft) Ads– Facebook PPC– Yahoo! Network– Chitika
• Not just text ads in SERPs– YouTube– Blogger– Google Maps– Google News– Google Managed Placements (Ad Network)
How to Get Started in PPC
1. Create an AdWords account2. Pick your audience3. Choose your keywords that trigger the ad4. Identify your call to action5. Build your landing page6. Build your ad7. Test your ad8. Deploy your ad9. Measure your success
Ad Rank: Who’s #1
• Some factors influencing Quality Score are:– The relevance of your landing page to the keyword– The relevance of your ad to the keyword– The performance of your landing page – a slow-loading website
will get a lower QS– Your Click-Through-Rate (CTR)– Historical performance of your campaigns
Google AdWords Accounts
• Keywords are bound to a group of ads• This group of ads is part of a campaign• The campaign will be part of your account
DIGITAL MARKETING CONVERGENCE
CM443 B1 Fall 2015 – Closing Lectures
Digital Marketing: Then vs Now
THEN:• Analog-centric• Digital marketing was
a subset of marketing• Print, outdoor &
broadcast accounted for vast majority of budget, strategic emphasis
• Online was an add-on
NOW: Digital-first Digital marketing IS
marketing Digital spend catching up
with analog
What is Digital Marketing Today?• “In simplistic terms, digital marketing is the promotion of products
or brands via one or more forms of electronic media. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.” – SAS Institute
• “In its short history, digital has evolved rapidly as a push-pull marketing channel, with marketers and consumers alike embracing a wide range of touch points such as social media to engage with one another. Within the past few years, digital has shed its reputation as the nascent weak sister to offline marketing.” – GigaOM
Two Perspectives, Same Dream• The brand: Wants a unified view of the
customer (“social customer relationship management”)
• The customer: Wants a unified experience of the brand (“social business”)
http://www.flickr.com/photos/huzicha/3292538266/
Push v Pull
Which Programs Are Getting the Biggest Budgets (2014 Data)
Where Digital Marketing is Heading
The Evolution of Marketing Technology: 1970-Tomorrow
• Take your customer database and digitize it: telesales• Then port it to the personal computer: contact
management software• Then add collaboration, lead scoring and reporting:
sales force automation• Then port it to the web and add lifecycle
management: customer relationship management• Then add SEO and some automation scripts:
marketing automation• Then add omnichannel support and mix in some
consumer empowerment: digital marketing hubhttp://www.crmswitch.com/crm-industry/crm-industry-history/
What is a Marketing Hub?
“A digital marketing hub provides marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically.
“It typically includes a bundle of native marketing applications and capabilities, but it is extensible through published services with which certified partners can integrate.
The Gartner Marketing Hub Magic Quadrant (December 2014)
Gartner’s Four Crucial Aspects of Digital Marketing: The Four Es
1. Have a single view of the customer — Know who you’re interacting with, no matter which channel or identity they’re using.
2. Use the same content engine — Get everyone involved – from content ideation, through to creation, curation and engagement – using the same platform.
3. Address all channels — Most of your customers are using multiple channels to interact with you. Have a plan for each, even if you’re focusing on just a few.
4. Don’t stovepipe your measurement — Have a consistent, overarching set of program objectives that transcend the platform. Don’t get trapped into platform-specific measurement.
Gartner, December, 2014
Engagement
Execution
Extensibility
Evaluation
Visualizing the Digital Marketing Hub
CMS
Email Marketing System
Other Social Channels
Web / Mobile / Tablet
F2F
HootsuiteTweetdeck
Google AnalyticsLink Shorteners
Visualizing the Digital Marketing Hub
Knowledge
Interest
Intent
Action
Awareness
YourMarketing Hub
Your Sales & Marketing Process
Your Channels
Transitioning to a Digital Marketing Hub, or, Don’t Panic!
There is a Convergence Happening in Marketing
Image courtesy IDG
The 8 Keys to Digital Marketing Success
1. Content Creation, Curation & Management2. Social Media Monitoring & Engagement3. Advertising4. Search Marketing5. Lead Generation Mentality6. Reporting, Analytics & Measurement7. Automation Technology8. Targeting & Testing
PESO• PAID = Money exchanged for space in magazine,
newspaper or online site; for time on radio, TV and sometimes online channels
• EARNED = Coined by public relations professionals to differentiate from paid media
• SHARED = Content shared on, and communities built on, third-party social networks (e.g., Facebook, Twitter, LinkedIn, Pinterest, etc.)
• OWNED = Print collateral, websites, blogs, video, podcasts, ebooks, etc.
Paid vs. Earned vs. Owned
• Advertising was traditionally the realm of paid media
• Public relations was traditionally the realm of earned media
• Advertising claimed an early lead in “interactive” media
• PR claimed an early lead in “social” media• Both PR and advertising are now competing for
control of owned media channels
POE vs PESO• Which makes more sense?
Felix Salmon on The Native Matrix
http://blogs.reuters.com/felix-salmon/2013/04/14/the-native-matrix/
Defining Digital Marketing
• Digital marketing is the set of processes and tools that centralize both the consumer’s experience AND the brand’s experience
• The goal of digital marketing is to drive and create action that is mutually beneficial to the consumer and the brand
Defining Convergence• The slow but steady integration of media
channels, tools, strategies, techniques and platforms
• Cannot exist without1. A segmentation phase that will ultimately
necessitate convergence2. A significant need to unify technology, processes or
measurement3. A technological innovation that will enable the
integration
The Segmentation PhaseAs new technologies emerge and evolve, channel segmentation is inevitable
– As printing became cheaper and easier, multiple newspapers emerge in each market
– As cable improves TV signal transmission, and as digital cable allows for more channels, new TV networks emerge
– As cell phone processing and display technology improves, new mobile apps emerge
The Unification DriversThe proliferation of channels and the emergence of new technology can create potential disruptions that necessitate convergence
– The emergence of Craigslist caused a precipitous drop in classified ad revenue at newspapers, necessitating the deterioration of the wall between paid and earned media
– The emergence of multiple social media platforms caused marketing FOMA, concern about prioritization and optimization, budgeting, etc.
– The emergence of new marketing technologies allowed marketers to begin to build a common profile of customers regardless of their current or preferred interaction channel
The Integration Phase• In order to realize convergence, users of a technology, tool or strategy
need to settle on one or a small few enabling integration technologies that provide the backbone for integration– The concept of an electric circuit allowed us to build a phone network as well
as the precursors to today’s computers and mobile phones– The LAMP model (Linux Operating System + Apache Web Server + MySQL
Database + PHP Programming Language) brings all of these technologies together to create much of today’s Web experience
– The API (Application Programming Interface) allows different desktop, web and mobile apps to talk to one another – including all of our social media platforms and tools
– XML (Extensible Markup Language) provides the basis for HTML (used to display web pages), RSS (Really Simple Syndication, used to distribute content across multiple platforms)
– TCP/IP powers the backbone of the Internet
What is Converging?• The marketing technologies that companies use• The marketing strategies that companies engage in• The media categories that individuals and brands
use to interact with content and each other• The specific channels where this interaction takes
place• The customer and brand experiences• The specific social media platforms and the
applications used by brands and individuals
Summary of TrendsThe Big Convergence
The Trend Manifestations
TechnologiesTelesales Contact Management Software SFA CRM Marketing ‣ ‣ ‣ ‣Automation Digital Marketing Hub‣
StrategiesThe Four Cs: Content + Community + Conversation + Conversion
MediaPESO vs POE:Paid + Earned + Shared + Owned
ExperienceThe Brand: Unified View of the CustomerThe Consumer: Unified Brand Experience
ChannelsSingle Channel Multi-Channel Omnichannel‣ ‣Web + Print + Out-Of-Home + Email + Phone + Brick & Mortar
Platforms / Apps Twitter + Facebook + LinkedIn + Instagram + SnapChat + YouTube + Pinterest + Flickr + Vine + Foursquare + Meerkat + Periscope + etc.
COMMUNITY MANAGEMENT
CM443 B1 Spring 2016 – N/A
Why Create a Community?
• Networked structures speed information transfer
• Shared ownership and commitment speed adoption
4 Types of Community Members
• Commenters• Passives• Trolls• Passionates 4
Content Rules Chapter 9
Social Media ≠ Community
http://www.slideshare.net/rhappe/community-management-fundamentals
What is Community Management?
http://www.slideshare.net/rhappe/community-management-fundamentals
The Discipline of Ensuring Productive Communities Th
e Ice
berg
Effe
ct
Community Management Rules1. Remember that community is not the platform, it’s the people2. Set up clear guidelines for participation, and put them in writing3. Understand the implications of exerting editorial control over
user-generated content4. Don’t sell!5. Disclose your identity6. Be yourself, but don’t be all about you or the product7. Be friendly and helpful, but firm8. Ask questions and show that you’re listening9. Show that you’re learning; that they’re making a difference10. Feed the stars but starve the trolls11. Keep calm and carry on12. Admit mistakes and apologize
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-managerhttp://www.slideshare.net/rhappe/community-management-fundamentals
The Community Maturity Model
http://www.slideshare.net/rhappe/community-management-fundamentals
SOCIAL MEDIA CRISIS + VIRAL VIDEOS
CM443 B1 Spring 2016 – Week N/A
Social Media Crisis Rules, Part 1At the start:
1. Acknowledge and investigate the issue2. Apologize for how the issue is impacting your
community, even if you’re still investigating3. Act on what you learn from the investigation,
and communicate your actions• Share what you learned from the investigation• Share how you intend to keep it from happening again• Keep the trust
http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html
Social Media Crisis Rules, Part 2As it starts to brew:
1. Amplify your key messages wherever you have a social media presence
2. Advocates – use your partners, allies, employees and even happy customers to help spread the word on how you’re responding to the crisis
3. Adhere to your corporate values, and understand your limitations
http://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html
Social Media Crisis Rules, Part 3As it continues to percolate:
1. Analyze what’s being said about you online2. Answer your critics and fans alike3. Aggregate all the stories – positive and maybe
even negative – about the crisis, along with your prominently-displayed own analysis and response.
• You must counter inaccurate information!• The risk of adding to their story’s Google juice is
offset by getting your own response on the recordhttp://www.infosecisland.com/blogview/21565-Nine-Tips-for-Social-Media-Crisis-Response.html
The Six Secrets of Viral Marketing
1. No such thing as an accident
2. All about the seed #3. Great content means
nothing if it’s hard to share
4. Go big when identifying and reaching out for influencers, or go home.
5. Like comedy, it’s all about… timing…
6. Hey! Grab their attention!
http://allfacebook.com/9-secrets-to-successful-facebook-viral-marketing_b50545
A Social Business Behavioral Framework
http://www.slideshare.net/sncr/social-business-trends-28091051
Final Takeaway• PR is at the cusp of enormous change• PR should have a seat at the management table• PR can play an important role in creating social
businesses, and this is the most likely way to that table
• Learn email marketing and marketing automation tools!
• Good luck out there!
If You Go the Agency Route…
