Upload
eric-schwartzman
View
852
Download
2
Tags:
Embed Size (px)
DESCRIPTION
This is the day two deck from the New Media and Social Media Boot Camp I taught in Chicago for PRSA.
Citation preview
New Media PR Boot Camp – Day Two
Instructor: @EricSchwartzman
Chicago, Oct. 16, 2009
Day Two
Media & Democracy
2
Living Breathing Mediascape
3
111,122 Facebook Supporters as of July 13, 2009
Living, Breathing Mediascape: Flickr Photo Stream
4
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year
Living, Breathing Mediascape: Twitter Stream
5
Reactions of the Blogosphere to Iranian Elections
6
Living, Breathing Mediascape: Radian6
7
Prediction: Fourth Estate’s Fortunes Have Waned
8
Prediction: Living Mediascape
9
Prediction: Electronic Paper
10
Prediction: Social News Filter
11
Digg vs. Other Media
12
Source: Compete.com
Prediction: Growth of Social Networking
13
World Map of Social Networks
14
Source: Vinco’s Blog
Prediction: Google Combines Services
15
Prediction: Privacy Levels
16Source: NY Times
Prediction: News Wars
17
Prediction: Social Graph
18
Prediction: Fact Stripping Robots
19
Deconstructing the News Release
20
Search Engine Optimizing Blogs
21
Search Engine Optimization
22
Secret Formula
23
Objective
Leverage Content to Content to Generate
Transactions
24
Optimization vs. Marketing
SEMSEM
SEO
25
Acting Like a Publisher
Editorial and dAdvertising Content
26
Content
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 Site
SEOed Press
Release
Landing Page
Wiki
News Hit
Blog Hit
Online Newsroom
PR
PR
PR
PR
PR
PR
35
PR
Three Steps to Measuring Blogger Influence
36
Source: Coca-Cola Conversation
Step 1: Inbound Links
37Source: Yahoo! Site Explorer
Step 2: Site Rank
38Source: Alexa
Step 3: Conversation Starters
39
Source: Blogpulse Conversation Tracker
Additional Measurement Resources
40Source: Social Mention
Additional Measurement Resources
41
Brief and Concise
42
Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: “Real Estate” Section: “Homes”
S “S ” S “ f l ”Section: “Scene” Section: “Lifestyle”
Section: “Taste” Section: “Food”
Headline: “Unsafe sex: Has Jacob Zuma’s rape trial hit South Africa’s war on AIDS?”
Headline: “Zuma testimony sparks HIV fear”hit South Africa s war on AIDS?
Headline: “Tulsa star: The life and career of much-loved 1960’s singer”
Headline: “Obituary: Gene Pitney
Headline: “It’s Chemistry Over Pedigree as Gators Roll to First Title”
Headline: “Gators Cap Run with First Title”
43
Keyword Discovery
44
Understanding Google Trends: Demand
45
Understanding Google Trends: Demand
46
Search Trends
47Source: Google Trends
Obama Effect?
48
Examining Global Challenges by Region
49
Search Trends – Popular Language
50Source: America.gov
Additional Search Volume Resources
51
Keyword Discovery: Related Searches
52
Keyword Discovery: Wonder Wheel
53
Defining Global Challenges
54
Keyword Discovery: External Keyword Tool
55
Quantity vs. Quality
56
Intro to Meta Data
57
Finding Meta Data
58
Title Tags
1. Title Tag in Web Page HTML (View > Source in a Browser)
2. Title Tag in Browser Title Bar
3. Title Tag in Search Results
59
Generic Title Tags
60
Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results
61
Why Meta Descriptions Matter
k
62
Source: Eyetrack 3
Dynamic Meta Page Descriptions
63
Spying through Meta Keywords
64
Spying through Keywords Density Analysis
65
1. Check for Title Tags
66
2. Check for Meta Page Descriptions
67
3. Check for Dynamic Meta Content
68
4. Check for Summary Blurbs
69
5. Search Press Release Headlines
70
Search Friendly Newsroom HTML
71
PDFs and Search
72
Flash and Search
73
Live Demo: Site Meter
74
Live Demo: FeedBurner
75
Live Demo: Tagging Blog Posts
76
Live Demo: Email Subscription Widget
77
Live Demo: Custom Tag Cloud Widget
78
Live Demo: Social Bookmarking Widget
79
Live Demo: Blogging a YouTube Clip
80
Live Demo: Livening Up Your Blog
81
Live Demo: Livening Up Your Blog
82
Live Demo: Livening Up Your Blog
83
Live Demo: Livening Up Your Blog
84
Respecting Usability
• Ease of use• Ease of use
• Clarity and brevity
• Easy to readEasy to read
• Can’t consume what you can’t find
• On intranet’s, usability impacts worker productivity, y p p y
• 10% of design budget on usability will double site’s results
Jakob Nielsen
85
Online Audio and Video
podcast
webcastdownload
86
Podcasts
87
Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
O i i ll P d d•Originally Produced
88
Global Podcast Audience
89
Wave.3 Universal McCann Study 2008 [PDF]
Global Podcast Audience Growth
90
Wave.3 Universal McCann Study 2008 [PDF]
Global Podcast Audience Growth
91
Wave.3 Universal McCann Study 2008 [PDF]
Finding Podcasts through Show Notes
92
iTunes Podcatcher
93
Distributing Through iTunes
94
RSS 2.0 with Enclosures
95
Podcast in iTunes
96
Who is Podcasting: Case Study
Wh i P d ti ?Who is Podcasting?
97
Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers b i i di b hi d th l k i t by giving audiences a rare, behind the scene look into one the world’s leading opera companies.
Strategy: Told through the perspective of the director of the ’ l t t d ti fil th l ti hi company’s latest production, profile the relationships
between the incomparable creative talents collaborating and the production process.
R lt LA O i th ld’ fi t t Results: LA Opera is the world’s first opera company to experiment with podcasting. Placido Domingo, Anna Netrebko and Rolando Villazon will all be featured in the first episodes. Featured in NY Times, LA Times and Hollywood p , yReporter.
98
Case Study: APM Music
99
Case Study: APM Music
100
Case Study: APM Music
101
Case Study: APM Music
102
Case Study: Starbucks
103
Case Study: Starbucks
104
Podcast Production
105
Podcast Production
106
Podcast Production
107
Podcast Production
108
Development and Production
Should you podcast?Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM view
Search engine optimization view
Show notes view
A word on copyright view
109
Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
110
Levelator
ID3 Tagging
111
Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
112
Implementation Recommendations
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a “Best of Episode”
113
Promoting Podcasts: Signature Blocks
114
Promotion Podcasts: Email Marketing
115
Promoting Podcasts: PNRs
116
Promoting Podcasts: SEOed Press Release
117
Promoting Podcasts: Industry Awards
118
Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube.
• Average U.S. Viewer Watched 6.4 Hours of Online Video During the Month.
119source: comScore
Online Video: Audience by Brand
120
Source: Nielsen Online [PDF]
Source: On the Record…Online
Direct to Consumers
121
Online Video: Marie Digby
122
Online Video: Marie Digby
123
Online Video: Marie Digby
124
Blog Response: Marie Digby
125
Blog Comments: Marie Digby
126
Online Video: Internal Communications
127
Naked Conversations
“Formality suppresses dialogue; informality it F l ti d encourages it. Formal conversations and
presentations leave little room for debate. They suggest that everything is scripted and gg y g ppredetermined. Informal dialogue is open. It invites questions, encourages spontaneity and critical thinking Informality gets the truth out It critical thinking...Informality gets the truth out. It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create b kth h “breakthroughs.“
-Larry Bossidy, CEO, Honeywell
128
Online Video: Internal/External Communications
129
Video in Online News Rooms
130
Shooting Video: Streaming Gear
131
Shooting Video: Flip
132
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
133
Shooting Video: High-End – Canon XL H1S
134
Video Editing Software – Windows Movie Maker
135
Video Editing Software – Mac iMovie
136
Centralized Online Video Distribution
137
Content Strategy: Live Online Broadcasting
138
Audio and Video Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking newsy g
• News content vs. feature content
• More controlled/one-way channel• More controlled/one way channel
• Credibility and third-party validation
• Efficiency by leverage existing assets• Efficiency by leverage existing assets
• Unscripted and authentic
P d t l
139
• Podcast news releases
Social Bookmarking
140
Favorites use Title Tags
141
Social Bookmarking
142
Benefits of Sharing
1. Access favorites from anywhere
2. Share your favorites publicly
3. Use popular opinion to find info onlinep p p
143
Live Demo: Social Bookmarking
1. Create Delicious account
2. Log ing
3. Post URL
4. Save
5. Search popular tagsp p g
144
Live Demo: Social Search Monitoring
1. Query Delicious
2. Add Resulting RSS Feeds to Google Rearder
145
Live Demo: Questions
1. Yahoo! Answers
2 Li k di Q ti2. Linkedin Questions
3. Facebook Status
4. Twitter
146
User Ratings
147
Social News Site: Digg
148
Social Bookmarking: Digg
149
Social Networking
150
Image by: Luc Legay
Social Networking for External Communciations
• Market research
How to videos• How to videos
• D.I.Y. videos
• Promote events
• Solicit donations• Solicit donations
• Find influentials
• Build affinity groups
• Be community minded, not sales minded
151
y ,
Global Social Networking Penetration
152
Global Social Networking by Brand
153
Source: Vinco’s Blog
US Social Networking by Brand
Facebook 78%•Facebook 78%
•MySpace 42%•MySpace 42%
•Linkedin 17%•Linkedin 17%
•Twitter 10%•Twitter 10%
154
Source: http://www.consumerinternetbarometer.us/
Global Social Networking Usage
155
Facebook by the Numbers
• 12x growth since opening to nonstudents in Sept. 2006
• 20m minutes spent in March 2008• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b Microsoft paid $240m for 1.6%, $15b value
• $145m ad revenue in 2007
• MySpace had $510m in ad revenue in 20072007
• $0.15 CPM vs. $13 CPM at Yahoo!
Fortune Magazine May 26 2008
156
Fortune Magazine, May 26, 2008
Source: Inside Facebook
Social Networking: Facebook
157
Social Networking: Custom URLs
158
Social Networking: Facebook Company Pages
159
Case Study: Virginia Tech Massacre
160Virginia Tech Social Media Crisis Communications Research Podcast
Social Networking: MySpace
Back End Front End
161
Back End Front End
Social Networking: Linked In
162
Social Networking: Linked In Groups
163
Social Networking: White Label Platforms
164
Social Networking: White Label PRSA Tech Site
165
Social Networking Client
166
PSNH Case Study: Process Detail
167
New Media Case Study: PCNH
Organizational CommunicationsCommunications
Online NewsroomTwitter YouTube & Flickr
News Media ConstituentsC t News Media ConstituentsCustomerService
168
Help Yourself
169
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]
schwartzmanpr.com Website
ontherecordpodcast.com Podcastp
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook/
Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
170
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0