Social Media Boot Camp L.A. Day 2, 2010

Social Media Boot Camp

@EricSchwartzman
Day Two - August 19, 2010

Search Engine Optimization

2

Keywords For Immediate Discovery

 Transparency expectations
 Patience thresholds
 Listen
 Anticipate
 Respond

Photo by Juandazeng

3

State of Search and the Net

 3 billion – Daily Google searches processed
 230 million – American with Net access
 93% -- Americans with high-speed access
 228 million – Americans with mobile phones
 1.6 billion – Worldwide online population

Source: Googled by Ken Auletta

4

Objective of SEO

Leverage
Content to
Generate
Transactions

6

Optimization vs. Marketing

SEM

SEO

7

Pro Bono SEM for 501cs

10

Acting Like a Publisher

Editorial and
Advertising
Content
11

First Rule of Search Engine Optimization

12

Get Other Sites to Links to You

13

Case Study: Organic Blog Optimization

14

Case Study: Inbound Links

15

Case Study: Tracking Inbounds

16

Case Study: Search Results

17

Case: Fewer Inbounds, Higher Rank?

18

Case Study: Evaluating Inbounds

19

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‖

20

Brief and Concise

21

Keyword Discovery: Related Searches

22

Keyword Discovery: Wonder Wheel

23

Keyword Discovery: Wonder Wheel

24

Defining Global Challenges

25

Quantity vs. Quality

26

Who is More Influential?

vs.

27

Step 1: Inbound Links

Source: Yahoo! Site Explorer
28

Step 2: Site Rank

Source: Alexa 29

Step 3: Conversation Starters

Source: Blogpulse Conversation Tracker

30

PDF Search Engine Optimization

32

Flash Search Engine Optimization

33

Exercise: Launch a Blog

34

Exercise: Blog a Photo

35

Exercise: Blog a Video

36

Exercise: Blog a Google Gadget

37

Exercise: Share This

38

Exercise: Blog a Third Party Widget

39

Adding Ecommerce

40

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

41

Online Audio and Video

podcast

download webcast

42

Podcasts Defined

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

44

Global Podcast Audience

Wave.3 Universal McCann Study 2008 [PDF]

45

Global Podcast Audience Growth


46

Global Podcast Audience Growth


47

Finding Podcasts through Show Notes

48

iTunes as a Podcatcher
Finding
podcasts in
iTunes

Submitting
podcasts

49

Distributing Through iTunes

50

Podcast in iTunes

51

RSS 2.0 Feed with Enclosures

52

Podcast Production

53

Podcast Production

54

Podcast Production

55

Podcast Production

56

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

57

Podcast Production

• Recording live interviews

• Recording phone interviews

• Editing

• ID3 tagging

Levelator

58

Audio & Video Syndication

RSS enabling podcasts

Blogging podcasts

Promoting RSS feeds

Measuring your impact

Putting podcasts in perspective

60

Promoting Podcasts: Signature Blocks

61

Promotion Podcasts: Email Marketing

62

Promotion Podcasts: iPhone Apps

Source: www.isites.us
63

Promoting Podcasts: PNRs

64

Promoting Podcasts: SEOed Press Release

65

Promoting Podcasts: Industry Awards

66

Implementation Recommendations

 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a ―Best of Episode‖

67

Who is Podcasting: Case Study

Who is Podcasting?

68

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.

69

Case Study: APM Music

70


71


72


73

Case Study: Starbucks

74

Case Study: Starbucks

75

Online Video: Reach and Frequency in the U.S.

• More than 170 million U.S.
Internet users watched
online video during the
month.
• Online video viewing
continued to reach record
levels in November with
nearly 31 billion videos
viewed during the month,
and Google Sites accounting
for 39 percent of all videos
viewed online in the U.S.
• More than 170 million
viewers watched an average
of 182 videos per viewer
during the month of
November.
source: comScore 76

Online Video: Audience by Brand

Source: Nielsen Online [PDF]

Source: On the Record…Online
77

YouTube: Community Mapping

Online
Influencer

“Early
Childhood
Education”
community
members

78

Shooting Video: Streaming Gear

79

Shooting Video: Flip

80

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

81

Direct to Consumers

82

Online Video: Internal Communications

83

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

84

Online Video: Internal/External Communications

85

Online Video: Marie Digby

86


87


88

Blog Response: Marie Digby

89

Blog Comments: Marie Digby

90

Case Study: IDF Flotilla Raid

View Count

91

Case Study: Consumer Generated News Coverage

View Count
92

Case Study: Flickr Photo Stream

Fair or not, anytime commandos fire on civilians — even
those armed with clubs, slingshots, stun grenades, etc. — in
the court of public opinion, they become the aggressors.
93

Case Study: The Fall Out of 24/7 News Cycles

―The reality is you cannot operate in this environment
passively,‖ said David Axelrod, the president’s senior
adviser. ―If you do, the coverage and events will be shaped
for you. Things that may seem like trivial distinctions can
become large problems in terms of communications unless
you’re aggressive about engaging. We didn’t create the
environment. We didn’t make the rules. But we have to live
with it.‖
94

Case Study: IDF Public Affairs Response

View Count

95

Case Study: IDF Flotilla Raid Insights

• When commandos fire on civilians — even those armed
with clubs, slingshots, stun grenades, etc. — in the court
of public opinion, are seen the aggressors because their
actions are seen as disproportionate.

• The public has a short attention span and is resistant to
complex explanations, however logical they may be so
communicators must learn to drip their message into
status updates.

• The IDF may have completed their military operation
successfully, but the incident wound up emboldening the
cause of anti-Israel activists and prompting calls for the
US to reassess its aid to the Jewish State.

96

Case Study: Coping with ADD

97

Case Study: IDF Flotilla Raid

Most Viewed
“Flotilla” Video

98

Does Trust Matter?

99

ROI of Trust

Source: 2009 Edelman Trust Barometer

100

Audio and Video: Strategic Recap

• Deliver on the needs of an underserved audience

• Give listeners something they can’t get else where

•News content vs. feature content

• More controlled/one-way channel

• Credibility and third-party validation

• Efficiency by leverage existing asset

• RSS is Relationship-based. Downloads are not.

• May not be well suited for breaking news

101

Social Networking

Image by: Luc Legay

102

Value of Social Networking to Individuals

Excerpts:
•Each little update — each individual bit of social information — is insignificant on its
own, even supremely mundane. But taken together, over time, the little snippets
coalesce into a surprisingly sophisticated portrait of your friends’ and family members’
lives, like thousands of dots making a pointillist painting.

•Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it
seems like blather. Follow it for a day, though, and it begins to feel like a short story;
follow it for a month, and it’s a novel.

•For them, participation isn’t optional. If you don’t dive in, other people will define who
you are. So you constantly stream your pictures, your thoughts, your relationship
status and what you’re doing — right now! — if only to ensure the virtual version of you
is accurate, or at least the one you want to present to the world.

•―If anything, it’s identity-constraining now,‖ Tufekci told me. ―You can’t play with your
identity if your audience is always checking up on you.

103

World Map of Social Networks

Source: Vinco’s Blog

104

Global Social Networking Usage

105

US Social Network Ad Spending

106

US Social Network Ad Spending

107

Social Networking 101

• Profiles:

 Personal vs. professional
 Profiles pics

• Connections:

 Friends, followers, contacts
 Community mapping

• Conversations:

 Posts, comments, ratings, status updates
 Seizing the moment via keywords and search

• Syndication

 Facebook and Twitter Mobile Apps
108

US Social Networking by Brand

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

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

109

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
110

Social Networking: Facebook

111

Facebook Apps: Social Impact of Causes

112

Facebook Apps: Donation as Social Object

Causes makes it easy
for me to share my
contributions with
my friends

113

Facebook: Custom URLs

114

Facebook: Building Your Network

115


116


117

Facebook: Privacy Settings

118

Facebook: Privacy Settings

Select
“Custom”
option to
access the
“Only Me”
Setting

119

Facebook: Memorializing a Deceased Member

http://www.facebook.com/help/contact.php?show_form=deceased

120

Facebook Case Study: Greenpeace Attacks Nestle

121

Facebook Case Study: Greenpeace Attacks Nestle

122

Facebook Case Study: Deepwater Horizon

Dealing with
High-Levels of
Feedback

123

Deepwater Horizon Online Comms Briefing

124

Social Networking: MySpace

Back End Front End

125

Social Networking: Linked In

126

Social Networking: Linked In Groups

127

Social Networking: Object-Oriented

128

Social Networking: White Label Platforms

129

Social Networking Platform

130

Social Networking Case Study: SAP

About the SAP Community Network
131

Value of Social Networks to Organizations

• Promote peer to peer communications

• Conduct edgework

• Improve performance

• Educate customers, partners and employees

• Shorten time to market

• Respond faster to change

• Lower COGS

132

Social Networking: Strategic Decisions

• Edgework

 Tap influencers
 Internal vs. External Influencers
 Diversity

• Public vs. Private

 Is the topic of discussion a differentiator?
 Could exclusivity help with your edgework?
 Will the discussion be forward looking?
 Will the discussion involve regulatory matters?

133

Social Networking: Strategic Decisions (cont’d)

• Policy Guidelines

 Practical and reasonable
 Specificity tailored to sophistication of members

• Branded vs. Unbranded

 Addressable market and potential community size?
 Cost, staffing, legal and process
 Working through associations or industry
consortiums

134

What Makes a Good Community Manager?

• Knowledgeable
• Positive
• Supportive
• Tolerant

135

PSNH Case Study: Process Detail

136

PSNH Twitter Strategy

Twitter ID &
Password

Twitpic Link

Emailed Image &
Subject Headline
Posted on Twitpic

Twitpic Link &
Caption

137

Social Media Case Study: PSNH

Organizational
Communications

Twitter Destination Website YouTube &
Flickr

Customer News Media Constituents
Service

138

Social Media Boot Camp L.A. Day 2, 2010

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