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![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.
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Uploaded byEric Schwartzman
Social Media PR Boot Camp - Los Angeles, Aug. 27, 2009 - Day Two
The document summarizes the topics covered on day two of a new media PR boot camp. The instructor discussed media and democracy, living breathing mediascapes using examples like Facebook and Flickr, reactions to the Iranian elections, prediction about changes in media like the growth of social networks and news, and case studies on search engine optimization, measurement and analytics tools. The document also covered best practices for tools like blogs, videos, podcasts and social media and their role in PR.
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Social Media PR Boot Camp - Los Angeles, Aug. 27, 2009 - Day Two
- 1. New Media PRBoot Camp – Day Two Los Angeles Aug, 27 2009 DAY TWO -- Instructor: Eric Schwartzman
- 2.
- 3. Living Breathing Mediascape 111,122 Facebook Supporters as of July 13, 2009 3
- 4. Living, Breathing Mediascape:Flickr Photo Stream 3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year 4
- 5. Living, Breathing Mediascape:Twitter Stream 5
- 6. Reactions of theBlogosphere to Iranian Elections 6
- 7. Living, Breathing Mediascape:Radian6 7
- 8. Prediction: Fourth Estate’sFortunes Have Waned 8
- 9.
- 10.
- 11. Prediction: Social NewsFilter 11
- 12. Digg vs. OtherMedia Source: Compete.com 12
- 13. Prediction: Growth ofSocial Networking 13
- 14. World Map ofSocial Networks Source: Vinco’s Blog 14
- 15. Prediction: Google CombinesServices 15
- 16. Prediction: Privacy Levels Source: NY Times 16
- 17.
- 18.
- 19. Prediction: Fact StrippingRobots 19
- 20. Deconstructing the NewsRelease 20
- 21. Search Engine OptimizingBlogs 21
- 22.
- 23.
- 24. Objective Leverage Content to Generate Transactions 24
- 25. Optimization vs. Marketing SEM SEO 25
- 26. Acting Like aPublisher Editorial and Advertising Content 26
- 27. First Rule ofSearch Engine Optimization 27
- 28.
- 29. Case Study: OrganicBlog Optimization 29
- 30. Case Study: InboundLinks 30
- 31. Case Study: TrackingInbounds 31
- 32. Case Study: SearchResults 32
- 33. Case: Fewer Inbounds,Higher Rank? 33
- 34. Case Study: EvaluatingInbounds 34
- 35. Citation Indexing SEOed Site Landing SEOed Page Press Wiki Release News Hit Blog Hit Online Newsroom PR PR PR PR PR 35
- 36. Three Steps toMeasuring Blogger Influence Source: Coca-Cola Conversation 36
- 37. Step 1: YahooSite Explorer Source: Yahoo! Site Explorer 37
- 38. Step 2: Technorati Source: Technorati 38
- 39. Step 3: BlogPulseConversation Tracker Source: Blogpulse Conversation Tracker 39
- 40.
- 41.
- 42.
- 43. 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
- 44.
- 45. Understanding Google Trends:Demand 45
- 46.
- 47.
- 48. Trellian Free GlobalService 48
- 49. Wordtracker Free GlobalService 49
- 50. Keyword Discovery: ExternalKeyword Tool 50
- 51.
- 52. Intro to MetaData 52
- 53.
- 54. 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 54
- 55.
- 56. Meta Page Descriptions 1. Meta Description in Web Page HTML (View > Source in a Browser) 2. Meta Page Description in Search Results 56
- 57. Why Meta DescriptionsMatter Source: Eyetrack 3 57
- 58. Dynamic Meta PageDescriptions 58
- 59. Spying through MetaKeywords 59
- 60. Spying through KeywordsDensity Analysis 60
- 61. 1. Check forTitle Tags 61
- 62. 2. Check forMeta Page Descriptions 62
- 63. 3. Check forDynamic Meta Content 63
- 64. 4. Check forSummary Blurbs 64
- 65. 5. Search PressRelease Headlines 65
- 66. Search Friendly NewsroomHTML 66
- 67.
- 68.
- 69. Live Demo: SiteMeter 69
- 70.
- 71. Live Demo: TaggingBlog Posts 71
- 72. Live Demo: EmailSubscription Widget 72
- 73. Live Demo: CustomTag Cloud Widget 73
- 74. Live Demo: SocialBookmarking Widget 74
- 75. Live Demo: Blogginga YouTube Clip 75
- 76. Live Demo: LiveningUp Your Blog 76
- 77. Live Demo: LiveningUp Your Blog 77
- 78. Live Demo: LiveningUp Your Blog 78
- 79. Live Demo: LiveningUp Your Blog 79
- 80. 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 80
- 81. Online Audio andVideo podcast download webcast 81
- 82. Podcasts 82
- 83. Podcasts Defined Types of Podcasts: •Repurposed Electronic Media •Print MSM Extensions •Originally Produced 83
- 84. Global Podcast Audience Wave.3 Universal McCann Study 2008 [PDF] 84
- 85. Global Podcast AudienceGrowth Wave.3 Universal McCann Study 2008 [PDF] 85
- 86. Global Podcast AudienceGrowth Wave.3 Universal McCann Study 2008 [PDF] 86
- 87. Finding Podcasts throughShow Notes 87
- 88.
- 89.
- 90. RSS 2.0 withEnclosures 90
- 91.
- 92. Who is Podcasting:Case Study Who is Podcasting? 92
- 93. Case Study: IBM Podcasts:Employees as Evangelists 93
- 94. Case Study: LAOpera – 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. 94
- 95. Case Study: APMMusic 95
- 96. Case Study: APMMusic 96
- 97. Case Study: APMMusic 97
- 98. Case Study: APMMusic 98
- 99. Case Study: Castrol The Media Business: Editorial vs. Advertising •NHRA Driver Ashley Force First •Castrol Executives Second 99
- 100.
- 101.
- 102.
- 103.
- 104.
- 105.
- 106. Development and Production Shouldyou 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 106
- 107. Podcast Production • Recording live interviews • Recording phone interviews • Editing • ID3 tagging Levelator 107
- 108. ID3 Tagging 108
- 109. Audio & VideoSyndication RSS enabling podcasts Blogging podcasts Promoting RSS feeds Measuring your impact Putting podcasts in perspective 109
- 110. Implementation Recommendations Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode” 110
- 111. Promoting Podcasts: SignatureBlocks 111
- 112. Promotion Podcasts: EmailMarketing 112
- 113.
- 114. Promoting Podcasts: SEOedPress Release 114
- 115. Promoting Podcasts: IndustryAwards 115
- 116. 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 116
- 117. Online Video: Sizeof Audience In November 2007 nearly 9.4 billion video clips were viewed online by 138 million Americans (a 29% gain from Jan. 2007) 117
- 118. Online Video: Audienceby Brand April 2008 118
- 119. Online Video: MarieDigby 119
- 120. Online Video: MarieDigby 120
- 121. Online Video: MarieDigby 121
- 122. Blog Response: MarieDigby 122
- 123. Blog Comments: MarieDigby 123
- 124. Viral Video CaseStudy: Chevy Tahoe 124
- 125. Viral Video CaseStudy: Chevy Tahoe • 629,000 visitors to the site by the time of the contest • 25% of all SUV sales, out selling Ford by 2 to 1 • 46 day sales cycles, down from 120 days 125
- 126. Online Video: InternalCommunications 126
- 127. Online Video: Internal/ExternalCommunications 127
- 128. Video in OnlineNews Rooms 128
- 129.
- 130. Favorites use TitleTags 130
- 131.
- 132. Benefits of Sharing 1. Access favorites from anywhere 2. Share your favorites publicly 3. Use popular opinion to find info online 132
- 133. Live Demo: SocialBookmarking 1. Create Delicious account 2. Log in 3. Post URL 4. Save 5. Search popular tags 133
- 134. Live Demo: SocialSearch Monitoring 1. Query Delicious 2. Add Resulting RSS Feeds to Google Rearder 134
- 135. Live Demo: Questions 1. Yahoo! Answers 2. Linkedin Questions 3. Facebook Status 4. Twitter 135
- 136. User Ratings 136
- 137. Social News Site:Digg 137
- 138.
- 139. Social Networking Image by: Luc Legay 139
- 140. Global Social NetworkingPenetration 140
- 141. Global Social NetworkingPenetration Growth 141
- 142. Corporate Social NetworkingAdoption 142
- 143. Global Social NetworkingBrand 143
- 144. Social Networking –Usage Trends 144
- 145. Social Networking: USCommunities by Popularity • Facebook 78% • MySpace 42% • Linkedin 17% • Twitter 10% Source: http://www.consumerinternetbarometer.us/ 145
- 146. Social Networking: MySpace Back End Front End 146
- 147.
- 148. Social Networking: CustomURLs 148
- 149. Social Networking: FacebookCompany Pages 149
- 150. Social Networking: FacebookCompany Pages 150
- 151. Social Networking: FacebookCompany Pages 151
- 152. Facebook by theNumbers • 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 152
- 153. Case Study: HSBC 153
- 154.
- 155. Social Networking: LinkedIn Groups 155
- 156. Social Networking: NicheNets 156
- 157. Social Networking: NicheNets 157
- 158. Social Networking: NicheNets 158
- 159. Social Networking: WhiteLabel Platforms 159
- 160. Social Networking: WhiteLabel Platforms 160
- 161. Social Networking: WhiteLabel PRSA Tech Site 161
- 162.
- 163.
- 164.
- 165. Social Networking forPR • Market research • How to videos • D.I.Y. videos • Promote events • Solicit donations • Find influentials • Build affinity groups • Be community minded, not sales minded 165
- 166. 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 166
- 167. PSNH Case Study:Process Detail 167
- 168. New Media CaseStudy: PCNH Organizational Communications Twitter Online Newsroom YouTube & Flickr Customer News Media Constituents Service 168
- 169. Wikipedia 169
- 170. Wikipedia – FromMarketing Sherpa Getting Listed “Stub” articles Propose articles for creation Enlisting community member to create an article 170
- 171. Wikipedia – FromMarketing Sherpa Monitoring Your Listing Appoint a Wikipedia ambassador Participate in the community Monitoring your existing Wikipedia pages (RSS) 171
- 172. Wikipedia – FromMarketing Sherpa Getting Errors Fixed Flag factual errors on discussion pages Handle criticism on discussion pages Propose new links on discussion pages 172
- 173. Wikipedia – OtherIssues Terms and Conditions Conflicts of Interest Neutral Point of View Policy “Peacock Terms” 173
- 174. Wikipedia Hall ofShame 174
- 175. Monsanto Edits MichaelMoore 175
- 176. US DoJ ObfuscatesBush Criticism 176
- 177. Wisdom of theChaperones 177
- 178. Chris Wilson Onthe Record…Online 178
- 179. Carry the Message Online Communications Master Class June 26, 2009 - Boston PRSA | Map Online Communications Boot Camp June 24-25, 2009 - Boston PRSA | Map Social Media for Journalists June 19, 2009 - NYC Media Bistro | Map Understanding New Communications Technologies June 3, 2009 - Las Vegas The Licensing Show | Map Source: Social Media Training Calendar 179
- 180. Help Yourself 180
- 181. 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/3.0 181