new media pr boot camp nyc dec. 2010 - day two

New Media PR Boot Camp – Day Two

Instructor: @EricSchwartzman

NYC, Dec. 4, 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

Press Release Written for Journalists

65

Keyword Research

66

Selected Keywords

67

SEOed Press Release

68

SEOed Press Release

69

SEOed Landing Page

70

1. Check for Title Tags

71

2. Check for Meta Page Descriptions

72

3. Check for Dynamic Meta Content

73

4. Check for Summary Blurbs

74

5. Search Press Release Headlines

75

Search Friendly Newsroom HTML

76

PDFs and Search

77

Flash and Search

78

Live Demo: Site Meter

79

Live Demo: FeedBurner

80

Live Demo: Tagging Blog Posts

81

Live Demo: Email Subscription Widget

82

Live Demo: Custom Tag Cloud Widget

83

Live Demo: Social Bookmarking Widget

84

Live Demo: Blogging a YouTube Clip

85

Live Demo: Livening Up Your Blog

86

Live Demo: Livening Up Your Blog

87

Live Demo: Livening Up Your Blog

88

Live Demo: Livening Up Your Blog

89

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

90

Online Audio and Video

podcast

webcastdownload

91

Podcasts

92

Podcasts Defined

Types of Podcasts:

•Repurposed Electronic Media

•Print MSM Extensions

O i i ll P d d•Originally Produced

93

Global Podcast Audience

94

Wave.3 Universal McCann Study 2008 [PDF]

Global Podcast Audience Growth

95

Wave.3 Universal McCann Study 2008 [PDF]

Global Podcast Audience Growth

96

Wave.3 Universal McCann Study 2008 [PDF]

Finding Podcasts through Show Notes

97

iTunes Podcatcher

98

Distributing Through iTunes

99

RSS 2.0 with Enclosures

100

Podcast in iTunes

101

Who is Podcasting: Case Study

Wh i P d ti ?Who is Podcasting?

102

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.

103

Case Study: APM Music

104

Case Study: APM Music

105

Case Study: APM Music

106

Case Study: APM Music

107

Case Study: Starbucks

108

Case Study: Starbucks

109

Podcast Production

110

Podcast Production

111

Podcast Production

112

Podcast Production

113

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

114

Podcast Production

• Recording live interviews

• Recording phone interviews

• Editing

• ID3 tagging

Levelator

115

Levelator

ID3 Tagging

116

Audio & Video Syndication

RSS enabling podcasts

Blogging podcasts

Promoting RSS feeds

Measuring your impact

Putting podcasts in perspective

117

Implementation Recommendations

Integrate Flash Streaming

Use Flash Streaming Strategically

Consider Offering a “Best of Episode”

118

Promoting Podcasts: Signature Blocks

119

Promotion Podcasts: Email Marketing

120

Promoting Podcasts: PNRs

121

Promoting Podcasts: SEOed Press Release

122

Promoting Podcasts: Industry Awards

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.

124source: comScore

Online Video: Audience by Brand

125

Source: Nielsen Online [PDF]

Source: On the Record…Online

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

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

133

Online Video: Internal/External Communications

134

Video in Online News Rooms

135

Shooting Video: Streaming Gear

136

Shooting Video: Flip

137

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

138

Shooting Video: High-End – Canon XL H1S

139

Video Editing Software – Windows Movie Maker

140

Video Editing Software – Mac iMovie

141

Centralized Online Video Distribution

142

Content Strategy: Live Online Broadcasting

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 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

144

• Podcast news releases

Social Bookmarking

145

Favorites use Title Tags

146

Social Bookmarking

147

Benefits of Sharing

1. Access favorites from anywhere

2. Share your favorites publicly

3. Use popular opinion to find info onlinep p p

148

Live Demo: Social Bookmarking

1. Create Delicious account

2. Log ing

3. Post URL

4. Save

5. Search popular tagsp p g

149

Live Demo: Social Search Monitoring

1. Query Delicious

2. Add Resulting RSS Feeds to Google Rearder

150

Live Demo: Questions

1. Yahoo! Answers

2 Li k di Q ti2. Linkedin Questions

3. Facebook Status

4. Twitter

151

User Ratings

152

Social News Site: Digg

153

Social Bookmarking: Digg

154

Social Networking

155

Image by: Luc Legay

Finding Value in Digital Conversations

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 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 y g g gseems 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 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

156

identity if your audience is always checking up on you.

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

157

y ,

Global Social Networking Penetration

158

Global Social Networking by Brand

159

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%

160

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

Global Social Networking Usage

161

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

162

Fortune Magazine, May 26, 2008

Source: Inside Facebook

Social Networking: Facebook

163

Social Networking: Custom URLs

164

Social Networking: Facebook Company Pages

165

Case Study: Virginia Tech Massacre

166Virginia Tech Social Media Crisis Communications Research Podcast

Social Networking: MySpace

Back End Front End

167

Back End Front End

Social Networking: Linked In

168

Social Networking: Linked In Groups

169

Social Networking: White Label Platforms

170

Social Networking: White Label PRSA Tech Site

171

Social Networking Client

172

PSNH Case Study: Process Detail

173

New Media Case Study: PCNH

Organizational CommunicationsCommunications

Online NewsroomTwitter YouTube & Flickr

News Media ConstituentsC t News Media ConstituentsCustomerService

174

Help Yourself

175

Eric Schwartzman

(310) 463-4026 Phone

ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]

schwartzmanpr.com Website

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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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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