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1. Social Media Master Class
Los Angeles, August 20, 2010
Eric Schwartzman

2. Housekeeping
• Breaks and Lunch
• Guest Speaker: Ron Ploof
• Handouts are Digital
2

3. Agenda
• SEO Exercise
• Audio, Video and Streaming Production
• Guest Speaker: Ron Ploof
• Content Syndication Tools and Strategies
• Mobile Social Networking
• Podcast Release and Promotion
• Strategic Recap
3

4. Search Engine Optimization
We use
search for
4

5. Search Volume
5

6. Understanding Google Trends: Demand
6

7. Search Trends
Source: Google Trends 7

8. Obama Effect?
8

9. Examining Global Challenges by Region
9

10. Search Trends – Popular Language
Source: America.gov 10

11. Keyword Volume
11

12. Keyword Discovery
12

13. Keyword Discovery
13

14. Additional Search Volume Resources
14

15. Case Study: Press Release SEO
15

16. SEOed Press Release
16

17. SEOed Press Release
17

18. SEOed Landing Page
18

19. Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Repeat steps 1-4 on a landing page on your site
6) Upload press release to your online news room
7) Distribute the release on a newswire
8) Blog, Tweet, Linkedin and Facebook the news
9) Send pitches to relevant journalists and bloggers
10) Monitor and analyze traffic on landing page
19

20. Step 1: Search a Potential Keyword
Search the keyword you think may be applicable and
examine the meta keywords of the top 5 results. 20

21. Step 1: Keyword Discovery Tools
1. Search Engines
2. Meta Keywords
3. Density Analyzer
4. Yahoo Site Explorer
5. Google Insights
6. Trellian
7. Google External Keywords Tool
21

22. Step 1: Review Meta Keywords of Top-Ranked Sites
22

23. Step 1: No Meta Data? Analyze Density
23

24. Step 1: Broaden Your View with Adwords
If some of the keywords in the meta keywords field seem relevant, repeat step one with
those newer keywords. And try running the top listed sites through Google’s External
Keyword tool. If new keywords surface that seem relevant, repeat step one. 24

25. Step 1: Evaluate Inbounds on Yahoo Site Explorer
Check the inbound links of the top ranked sites when
you search your intended keywords using Yahoo! Site
Explorer. Look to see if they are drawing rank from
inbounds to their sites from high profile domains, or
from .edu or .gov domains. 25

26. Step 1: Number of Inbound Links
Also in Yahoo Site Explorer, evaluate whether or not
you think you can collect more inbounds for your press
release. Ask yourself, “Is my press release more
relevant than the websites currently coming up first
when I search my intended keywords?”
26

27. Step 1: Too Competitive? Add Modifiers.
• Company • Rates • City Name
• Services • Pricing • Surrounding Suburbs
• Professional • Deals • State (including
abbreviations NYC, IL,
• Best • Affordable FL, WA, etc.)
• Top • Offers • County Name
• Leading • Packages
• Internet • Quality B2B Modifiers
• Organization • Cheap • RFP
• Marketing • RFI
• Business • Bid
• Solution • quote
• Online
27

28. Step 1: Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords
you’re experimenting with has the most search volume. Test like
terms against each other to which ones are most popular.
28

29. Step 1: No Volume? Try Keyword Discovery
29

30. Step 1: Prefer Clusters or Want More Ideas?
30

31. Step 1: Prefer Clusters or Want More Ideas?
31

32. Step 1: Select your Keywords
Narrow down your list to three keywords, picking one
high volume term, one medium volume term and one
low volume. If you’re choosing effective keywords, the
lower the search volume, the greater the likelihood of
conversions against those searches will be. 32

33. Step 1: Strategic Keyword Selection
33

34. Step 2: Use the Keywords in the Release
Use your keywords in the copy of your press release. Use
them, if possible, in the headline, sub-headline and at least
the first 250 words of the release, but strive for readability
over repetition. If it reads like you’re keyword stuffing,
you’ve overdone it. 34

35. Step 3: Anchor Link Keywords to Landing Page
The anchor text or link label is the visible, clickable text in a
hyperlink. The words contained in the Anchor text can determine the
ranking that page will receive by search engines.
<a href="http://www.wikipedia.org">Wikipedia</a>
Poor hyperlink usage:
Today our president abstained from ratifying the North American
Free Trade Agreement. To know more, click here.
A better way of linking that keyword would be:
Today our president abstained from ratifying the North American
Free Trade Agreement.
35

36. Step 3: Embed Tracking Links
Link at least one instance of each of your three keywords to
the web page your trying to search engine optimize. This will
a separate page from the actual press release itself, and
should also be optimized for the same keywords. It cannot be
duplicate content. It must be different, even if only slightly
so. Hyperlink the keywords and a trackable link shortening
service like www.bit.ly so you can see how many times they
keywords get clicked, and whether or not people were
referred to your target web page from your press release,
which could wind getting picked and posted to other
websites. 36

37. Step 3: Other Link Shorteners
37

38. Step 5: Target Your Release to a Landing Page
38

39. Recap: Citation Indexing
SEOed Site
Landing
SEOed Page
Press
Wiki
Release
News
Hit
Blog
Hit
Online
Newsroom
PR
PR
PR
PR
PR
39

40. Step 4: Create Meta Data
40

41. Intro to Meta Data
41

42. Finding Meta Data
42

43. Generic Title Tags
43

44. Dynamic Meta Page Descriptions
44

45. Spying through Meta Keywords
45

46. Step 4: Where Title Tags Appear
46

47. Step 4: Where Meta Page Descriptions Appear
47

48. Step 4: Example of Release w/o Title Tags
48

49. Step 4: Example of Release w/o Meta Page Descriptions
49

50. Step 4: Example of Release w/Dynamic Meta Content
50

51. Recap: Why Meta Page Descriptions Matter
Source: Eyetrack 3
51

52. Step 5: Distribute the Release
52

53. Step 5: Newswire Options
1. http://www.prweb.com
2. http://www.prleap.com
3. http://i-newswire.com
4. http://www.webwire.com
5. http://www.pressbox.co.uk
6. http://www.24-7pressrelease.com
7. http://www.clickpress.com
8. http://www.przoom.com
9. http://www.pr.com
10. http://www.marketwire.com
11. http://www.prnewswire.com
12. http://www.businesswire.com
Source: Online Marketing Blog
53

54. Step 5: Free Newswires Options
Search Engine Friendly
The winners, backlinks with anchor-text:
http://www.free-news-release.com/
http://www.freepressreleases.co.uk/
http://www.i-newswire.com/
http://www.prleap.com/
Losers, no backlinks if you don’t pay:
http://express-press-release.com
http://www.free-press-release.com
http://www.prfree.com/
Site Readability Ease of Use
Winners: Winners (direct submission):
http://www.click2newsites.com/
http://www.prweb.com/ http://www.free-news-release.com/
http://www.prleap.com/ http://www.i-newswire.com/
http://www.pressbox.co.uk/
Losers
http://www.free-news-release.com/ Losers:
http://www.free-press-release.com http://www.pr9.net/ <-requires different
account registration for different company press
http://www.prfree.com/
submission.
Source: Cheng Soon
54

55. Step 6: Blog the News
55

56. Step 7: Get Inbound Links
56

57. Step 8: Watch for Traffic Sources from Shortened URLs
1. Embed tracking codes in the links from the release to the
landing page.
2. Monitor the web analytics of the site the press release links to
for referral traffic sources.
3. Setup Google alerts to monitor when the release gets picked
up.
4. Monitor blog search engines like Google blog search.
5. Monitor standard search engines for pickups and links.
6. Track conversions from press release landing pages.
Source: Top Rank Marketing Blog
57

58. Press Release Search Engine Optimization
By SEO-PR
58

59. Issues for Public Companies
59

60. Websites as Newswires
On the Record…Online
60

61. Review: Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words, at least
3) Link keywords to an SEOed landing page on your website
4) Write an original title page and meta page description
5) Distribute your release
6) Blog and share the news with your online social network
7) Get inbounds links
8) Monitor and analyze incoming traffic to landing page
61

62. Monitoring YouTube
62

63. Podcast Production
63

64. Podcast Production
64

65. CVideo: Flip
65

66. Canned Video Production: HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition Sennheiser Camcorder Wireless Body-pack
1080i Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
66

67. Video Editing Software – Windows Movie Maker
67

68. Video Editing Software Demo – iMovie
68

69. Live Video Production: Streaming via Firewire
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 800 to Firewire 400 Mini 4-Pin
Manfrotto 756XB MDEVE
Aluminium Video Tripod
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
69

70. Live Streaming Video Demo
70

71. Lunch Break
71

72. Content Strategy: Building Social Capital
72

73. Syndication: friendfeed
73

74. Syndication: friendfeed
User Names & Passwords Go Here
74

75. Syndication: friendfeed
75

76. Syndication: friendfeed
76

77. Syndication: friendfeed
Syndicate Activity to Twitter
77

78. Syndication: friendfeed
78

79. Syndication: friendfeed
79

80. Syndication: friendfeed
80

81. Syndication: Posterous
81

82. Syndication: Posterous
82

83. Syndication: Comments
83

84. Content Strategy: Curate News via Google Reader
84

85. Content Strategy: Editorialize via Google Reader
85

86. Syndication: Facebook Social Widgets
86

87. Syndication: Facebook “Like” Box
87

88. Syndication: Twitter “Tweet” Button
88

89. Syndication: Twitter “Tweet” Button
89

90. Syndication: Twitter & FB Widgets Installed
90

91. Syndication: Linkedin Widgets
91

92. Content Strategy: Building Social Capital
92

93. Content Curation Tool: Google Reader
93

94. Content Curation Tool: Gigadial
94

95. Content Strategy: Flickr Pro
95

96. Content Strategy: Flickr Sets
96

97. Content Strategy: Flickr Galleries
97

98. Content Strategy: Bookmarklet Widget
98

99. Content Strategy: Make a Widget
99

100. Content Strategy: Facebook Profile Pages
100

101. Content Strategy: Facebook Fan Pages
101

102. Content Strategy: Facebook Fan Pages
102

103. Mobile Social Networking
103

104. Mobile Social Networking
104

105. Mobile Social Networking
http://www.facebook.com/mobile/?settings#/mobile/ 105

106. Mobile Social Networking
106

107. Mobile Social Networking
107

108. Moblogging
108

109. Mobile Social Networking
109

110. Syndication: twitpic
110

111. Syndication: Online Video Distribution
111

112. Syndication: Online Video Distribution
112

113. Syndication: Online Video Distribution
113

114. Growth of Smartphone Apps
114

115. Smartphones – Number of Apps Installed
115

116. Social Networking on Smartphones
116

117. Social Networking on Smartphones
117

118. Social Networking on Smartphones
http://www.ubertwitter.com/ 118

119. Social Networking on Smartphones
119

120. Social Networking on Smartphones
120

121. Social Networking on Smartphones
2.5 million estimated users, according to TechCrunch 121

122. Social Networking on Smartphones
122

123. Social Networking on Smartphones
123

124. Social Networking on Smartphones
124

125. Social Networking on Smartphones
125

126. Risks of Syndication
126

127. Understanding Web Stats: Low Bounce Rate Traffic
127

128. Understanding Web Stats: Landing Pages
128

129. Understanding Web Stats: Open Source Analytics
129

130. Understanding Web Stats: Open Source Analytics
130

131. Understanding Web Stats: Open Source Analytics
131

132. Understanding Web Stats: Open Source Analytics
132

133. Understanding Web Stats: Open Source Analytics
133

134. Understanding Web Stats: Open Source Analytics
134

135. Understanding Web Stats: Taking Action
• Identify keywords with high/low bounce rates
• Build on existing strengths
• Fortify desirable keywords with content
• Eliminate ineffective keywords entirely
• Evaluate landing pages for relevancy and calls to
action
135

136. Google Analytics Demo
136

137. Understanding Web Stats: Refresher Tutorial
137

138. Telling Quantitative Stories
• Numerical data is considered more objective
• Understanding numbers is a statistician’s job
• Great data visualizations tell great stories
• Data is boring, if you don’t know what to look for
• Raw numbers lack meaning
• A dataset is a bucket full of numbers
• There are stories in that bucket
Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization
138

139. Data Visualization
139

140. Data Visualization
140

141. Data Visualization
141

142. Data Visualization
142

143. Data Visualization
143

144. Data Visualizations Since April 07, 2008
144

145. Indy Star: Data Visualizations
145

146. Data Visualization: Practical Challenges
146

147. Entergy Storm Center Maps Power Outages
Color
Coded by
Size
Outage
Street
Level
Detail
147

148. Data Visualization Resource
148

149. Data Visualization Resource
149

150. Data Visualization - Embed Codes
150

151. Data Visualization - Beach Report Card
151

152. Data Visualization Resource
152

153. Telling Quantitative Stories
• Numerical data is more objective
• Understanding numbers is a statistician’s job
• Great data visualizations tell great stories
• Data is boring, if you don’t know what to look for
• Raw numbers lack meaning
• A dataset is a bucket full of numbers
• There are stories in that bucket
Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization
153

154. Gov 2.0 – Government as a Platform
154

155. Case Study: Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year 155

156. Case Study: Iranian Electoral Protests
156

157. Case Study: Iranian Electoral Protests
157

158. Case Study: Iranian Electoral Protests
158

159. Case Study: Iranian Electoral Protests
159

160. Protest Sites
160

161. Case Study: Iranian Electoral Protests
111,122 Facebook Supporters as of July 13, 2009
161

162. Case Study: Social Media Measurement
Cairo Speech “Obama” Peak “Freedom” Peak
162

163. Social Media Infrastructure
163

164. Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by: measured by: measured by:
• Site traffic • Ecommerce • User ratings
• Unique visitors • Registrations • Comments
• Length of stay • Insite searches • Interactions
• Return visits • Downloads • Widget usage
• HTML Usage • RSS Usage
164

165. Infrastructure: Web 2.0
Facebook, Blogger, Flickr, YouTube,
Twitter
Pros: Cons:
• Cheap or free • Less flexible
• Easy to deploy • Cookie cutter
designs
• Simple to operate
• Generic URL
• Updated
automatically • Not upgradable
• Indexed quickly • Privacy concerns
165

166. Web 2.0: Strategic Risks
1. CRM dependancies
2. Objectives before tools
3. Limitations of blog
software
4. Conversion leaks
5. Investing time in
technology
6. Unsupported
technology
7. Interoperability
8. Workflow management
9. Storage
166

167. Infrastructure: Software
Word Press, Drupal, Sharepoint,
Vignette
Pros: Cons:
• Full design control • Complex set-up
• No predetermined • Bandwidth issues
templates
• Unpredictable
• Adaptable support costs
• Distinct URL • Requires security
updates
• Community
supported • Significant upfront
investment
• No regular ongoing
fees 167

168. Infrastructure: Cloud Computing
Salesforce.com, SquareSpace,
Web-based CMS
Pros: Cons:
• No client/server • Ongoing
software commitment
• Shorter deployment • Hosted externally
• Global availability • Fee-based
• Constant upgrades • Fully outsourced
• No IT support
required 168

169. Which Platform is Right for Me?
1. What are my objectives?
2. Why am I trying to accomplish?
3. Am I planning to communicate online indefinitely?
4. Do I need to blog, podcast, SEO, use RSS and send email?
5. Am I doing this professionally or personally?
6. Do I want ads or promotional material in context?
7. Am I tech savvy enough to support myself?
8. Can I rely on my IT resources to support me?
9. Will my online communications live on my org’s website?
10. Do I need a distinct URL?
11. Do I need regular, external back-ups?
12. Do I need immediate 24/7 support if my site goes down?
169

170. Migrating Organizational Communications Online
“Integration is important because time is
precious. They want the tools to be as
efficient as possible. It's a way to
create value for the company, which
means it needs to effective and
efficient.”
“The more time they spend using the
tools and going from tool to tool, the
less time they spend working.”
David Berger, Corp. Comm., IBM
170

171. Embeddable Activity Streams: Google Wave
171

172. What Are Most Organizations Doing Now?
Source: 2009 Digital Readiness Report 172

173. What Digital Communications Skills are Most Important?
Source: 2009 Digital Readiness Report 173

174. Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document – some rights reserved. This work is licensed under a Creative
Commons. Attribution-non commercial-share alike 3.0 license.
http://creativecommons.org/licenses/by-nc-sa/3.0
174