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New Media and Social Media Workshop




         Instructor: @EricSchwartzman
         San Francisco, Sept. 25, 2009
                   Day Two
Media & Democracy




                    2
Living Breathing Mediascape




        111,122 Facebook Supporters as of July 13, 2009
                                                          3
Living, Breathing Mediascape: Flickr Photo Stream




           3500+ Photos Uploaded in first 5 Days vs.
            1207 During the Same Period Last Year      4
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




                       Source: Compete.com



                                             12
Prediction: Growth of Social Networking




                                          13
World Map of Social Networks




  Source: Vinco’s Blog




                               14
Prediction: Google Combines Services




                                       15
Prediction: Privacy Levels




                             Source: NY Times
                                                16
Prediction: News Wars




                        17
Prediction: Social Graph




                           18
Prediction: Fact Stripping Robots




                                    19
Deconstructing the News Release




                                  20
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
                                                                                                              21
Secret Formula




                 22
Objective




              Leverage
             Content to
              Generate
            Transactions


                           23
Optimization vs. Marketing

                             SEM




                             SEO




                                   24
Acting Like a Publisher




           Editorial and
            Advertising
             Content
                           25
First Rule of Search Engine Optimization




                                           26
Citation Indexing




                    27
Case Study: Organic Blog Optimization




                                        28
Case Study: Inbound Links




                            29
Case Study: Tracking Inbounds




                                30
Case Study: Search Results




                             31
Case: Fewer Inbounds, Higher Rank?




                                     32
Case Study: Evaluating Inbounds




                                  33
Citation Indexing



                                                  SEOed Site
                                                   Landing
                        SEOed                       Page
                         Press
       Wiki
                        Release




                                                       News
                                                        Hit
       Blog
        Hit
                                   Online
                                  Newsroom


                                                  PR



                                             PR
              PR
                   PR
                             PR




                                                               34
Three Steps to Measuring Blogger Influence




    Source: Mountain Runner Blog
                                             35
Step 1: Community Mapping




 Source: Kartoo
                            36
Step 2: Inbound Links




     Source: Yahoo! Site Explorer
                                    37
Step 2: Site Rank




       Source: Technorati




                            38
Step 3: BlogPulse Conversation Tracker




Source: Blogpulse Conversation Tracker


                                         39
Additional Measurement Resources




                                   40
Additional Measurement Resources

Market Trends




                                   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”

Section: “Scene”                                      Section: “Lifestyle”

Section: “Taste”                                      Section: “Food”

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




                                                                                                    43
Keyword Discovery




                    44
Understanding Google Trends: Demand




                                      45
Understanding Google Trends: Demand




                                      46
Search Trends




    Source: Google Trends   47
Obama Effect?




                48
Examining Global Challenges by Region




                                        49
Search Trends – Popular Language




    Source: America.gov
                                   50
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




                               Source: Eyetrack 3



                                                    62
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
Morning Break




                74
Live Demo: Site Meter




                        75
Live Demo: FeedBurner




                        76
Live Demo: Tagging Blog Posts




                                77
Live Demo: Email Subscription Widget




                                       78
Live Demo: Custom Tag Cloud Widget




                                     79
Live Demo: Social Bookmarking Widget




                                       80
Live Demo: Blogging a YouTube Clip




                                     81
Live Demo: Livening Up Your Blog




                                   82
Live Demo: Livening Up Your Blog




                                   83
Live Demo: Livening Up Your Blog




                                   84
Live Demo: Livening Up Your Blog




                                   85
Respecting Usability




 • Ease of use
 • Clarity and brevity
 • Easy to read
 • Can’t consume what you can’t find
 • On intranet’s, usability impacts worker productivity
 • 10% of design budget on usability will double site’s results


                                                    Jakob Nielsen




                                                                    86
Lunch Break




              87
Online Audio and Video




                    podcast




     download                 webcast




                                        88
Podcasts




           89
Podcasts Defined



    Types of Podcasts:
       •Repurposed Electronic Media
       •Print MSM Extensions
       •Originally Produced




                                      90
Global Podcast Audience




                      Wave.3 Universal McCann Study 2008 [PDF]


                                                                 91
Global Podcast Audience Growth




                   Wave.3 Universal McCann Study 2008 [PDF]

                                                              92
Global Podcast Audience Growth




                   Wave.3 Universal McCann Study 2008 [PDF]

                                                              93
Finding Podcasts through Show Notes




                                      94
iTunes Podcatcher




                    95
Distributing Through iTunes




                              96
RSS 2.0 with Enclosures




                          97
Podcast in iTunes




                    98
Who is Podcasting: Case Study




            Who is Podcasting?




                                 99
Case Study: IBM

Podcasts: Employees as Evangelists




                                     100
Case Study: LA Opera – B to C


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 world’s leading opera companies.
Strategy: Told through the perspective of the director of the
   company’s latest production, profile the relationships
   between the incomparable creative talents collaborating and
   the production process.
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
  Reporter.




                                                                101
Case Study: APM Music




                        102
Case Study: APM Music




                        103
Case Study: APM Music




                        104
Case Study: APM Music




                        105
Case Study: Castrol

  The Media Business: Editorial vs. Advertising




                                        •NHRA Driver Ashley Force
                                        First

                                        •Castrol Executives Second




                                                                     106
Case Study: Starbucks




                        107
Case Study: Starbucks




                        108
Podcast Production




                     109
Podcast Production




                     110
Podcast Production




                     111
Podcast Production




                     112
Development and Production



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




                                    113
Podcast Production


  • Recording live interviews



  • Recording phone interviews



  • Editing



  • ID3 tagging




                                 Levelator

                                             114
ID3 Tagging




              115
Audio & Video Syndication

RSS enabling podcasts



Blogging podcasts



Promoting RSS feeds



Measuring your impact



Putting podcasts in perspective




                                  116
Implementation Recommendations




    Integrate Flash Streaming
    Use Flash Streaming Strategically
    Consider Offering a “Best of Episode”



                                             117
Promoting Podcasts: Signature Blocks




                                       118
Promotion Podcasts: Email Marketing




                                      119
Promoting Podcasts: PNRs




                           120
Promoting Podcasts: SEOed Press Release




                                          121
Promoting Podcasts: Industry Awards




                                      122
Podcasting Insights

 • 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 news

 • News content vs. feature content

 • More controlled/one-way channel

 • Credibility and third-party validation

 • Efficiency by leverage existing assets

 • Unscripted and authentic

 • Podcast news releases

                                                        123
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.




                                                     source: comScore   124
Online Video: Audience by Brand




         Source: Nielsen Online [PDF]

                                        Source: On the Record…Online
                                                                       125
Direct to Consumers




                      126
Online Video: Marie Digby




                            127
Online Video: Marie Digby




                            128
Online Video: Marie Digby




                            129
Blog Response: Marie Digby




                             130
Blog Comments: Marie Digby




                             131
Online Video: Internal Communications




                                        132
Online Video: Internal/External Communications




                                             133
Video in Online News Rooms




                             134
Shooting Video: Streaming Gear




                                 135
Shooting Video: Flip




                       136
Shooting Video: HD Portable Gear




Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i   Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700              System with ME2 Omni Lavaliere




                                                                                               137
Shooting Video: High-End – Canon XL H1S




                                          138
Video Editing Software – Windows Movie Maker




                                               139
Video Editing Software – Mac iMovie




                                      140
Centralized Online Video Distribution




                                        141
Content Strategy: Live Online Broadcasting




                                             142
Online Video Case Study: Toyota




                                  143
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 news

 • News content vs. feature content

 • More controlled/one-way channel

 • Credibility and third-party validation

 • Efficiency by leverage existing assets

 • Unscripted and authentic

 • Podcast news releases

                                                        144
Afternoon Break




                  145
Social Bookmarking




                     146
Favorites use Title Tags




                           147
Social Bookmarking




                     148
Benefits of Sharing


  1. Access favorites from anywhere
  2. Share your favorites publicly
  3. Use popular opinion to find info online




                                               149
Live Demo: Social Bookmarking




       1. Create Delicious account
       2. Log in
       3. Post URL
       4. Save
       5. Search popular tags




                                     150
Live Demo: Social Search Monitoring




 1. Query Delicious
 2. Add Resulting RSS Feeds to Google
    Rearder




                                        151
Live Demo: Questions




        1. Yahoo! Answers
        2. Linkedin Questions
        3. Facebook Status
        4. Twitter




                                152
User Ratings




               153
Social News Site: Digg




                         154
Social Bookmarking: Digg




                           155
Social Networking




                    Image by: Luc Legay

                                          156
Global Social Networking Penetration




                                       157
Global Social Networking Penetration Growth




                                              158
Corporate Social Networking Adoption




                                       159
Global Social Networking Brand




                                 160
Social Networking – Usage Trends




                                   161
Social Networking: US Communities by Popularity




               • Facebook                           78%
               • MySpace                            42%
               • Linkedin                           17%
               • Twitter                            10%

 Source: http://www.consumerinternetbarometer.us/



                                                          162
Social Networking: MySpace




      Back End               Front End

                                         163
Social Networking: Facebook




                              164
Social Networking: Custom URLs




                                 165
Social Networking: Facebook Company Pages




                                            166
Social Networking: Facebook Company Pages




                                            167
Social Networking: Facebook Company Pages




                                            168
Facebook for Government Agencies




                                   169
Facebook by the Numbers




                             •   12x growth since opening to
                                 nonstudents in Sept. 2006
                             •   20m minutes spent in March 2008
                             •   6.4b minutes spent prior year
                             •   Between 30m and 35m users
                             •   Microsoft paid $240m for 1.6%, $15b
                                 value
                             •   $145m ad revenue in 2007
                             •   MySpace had $510m in ad revenue in
                                 2007
                             •   $0.15 CPM vs. $13 CPM at Yahoo!


                             Fortune Magazine, May 26, 2008

   Source: Inside Facebook
                                                                   170
Case Study: Virginia Tech Massacre




   Virginia Tech Social Media Crisis Communications Research Podcast   171
Social Networking: Linked In




                               172
Social Networking: Linked In Groups




                                      173
Social Networking: Niche Nets




                                174
Social Networking: Niche Nets




                                175
Social Networking: Niche Nets




                                176
Social Networking: White Label Platforms




                                           177
Social Networking: White Label PRSA Tech Site




                                                178
Social Networking Aggregators




                                179
Social Networking Aggregators




                                180
Social Networking Mash-Ups




                             181
Social Networking for PR


  • Market research

  • How to videos

  • D.I.Y. videos

  • Promote events

  • Solicit donations

  • Find influentials

  • Build affinity groups

  • Be community minded, not sales minded

                                            182
Naked Conversations



     “Formality suppresses dialogue; informality
  encourages 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 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
  breakthroughs.“
                         -Larry Bossidy, CEO, Honeywell



                                                      183
PSNH Case Study: Process Detail




                                  184
PSNH Twitter Strategy


                        Twitter ID &
                        Password

 Twitpic
 Link



                        Emailed Image &
                        Subject Headline
                        Posted on Twitpic




 Updates
 in
 Reverse                Twitpic Link &
 Chronolog              Caption
 ical Order
                                         185
New Media Case Study: PCNH



                 Organizational
                   Communications




Twitter          Online Newsroom          YouTube &
                                            Flickr




 Customer    News Media    Constituents
   Service




                                                  186
Online Communications Strategy

 New Media                                        Social Media

Email                                              Linkedin
                                                   Twitter
Search
                          Online Newsroom          Flickr
Press Releases
                                                   YouTube
Inbound Links
                                                   Facebook




                 Conversions                Coverage



                                                              187
FEMA: Closing the Credibility Gap




   FEMA Social Media Deep Dive Podcast
                                         188
Wikipedia




            189
Wikipedia – Other Issues




          Terms and Conditions

          Conflicts of Interest

          Neutral Point of View Policy

          “Peacock Terms”




                                         190
Wikipedia Hall of Shame




                          191
Chris Wilson On the Record…Online




                                    192
Help Yourself




                193
Eric Schwartzman


                          (310) 463-4026                                            Phone

                          ebs[at]schwartzmanpr[dot]com                              Email

                          schwartzmanpr.com                                         Website

                          ontherecordpodcast.com                                    Podcast

                          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.
           Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0


                                                                                                                  194

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