New Media PR Boot Camp ndash Day Two

Instructor EricSchwartzman

2010

Day Two

2

Search Engine Optimization

2

Search Engine Optimization

3

State of Search and the Net

3 billion ndash Daily Google searches processed

230 million ndash American with Net access

93 -- Americans with high-speed access

228 million ndash Americans with mobile phones

16 billion ndash Worldwide online population

Source Googled by Ken Auletta

4

Secret Formula

5

Objective of SEO

Leverage Content to Generate

Transactions

6

Optimization vs Marketing

SEM

SEO

7

Pro Bono SEM for 501cs

8

Acting Like a Publisher

Editorial and Advertising

Content

9

First Rule of Search Engine Optimization

10

Get Other Sites to Links to You

11

Case Study Organic Blog Optimization

12

Case Study Inbound Links

13

Case Study Tracking Inbounds

14

Case Study Search Results

15

Case Fewer Inbounds Higher Rank

16

Case Study Evaluating Inbounds

17

Citation Indexing

SEOed Press

Release

SEOed Site Landing

Page

Blog Hit

News Hit

Online Newsroom

PR

PR

PR

PR

PR

Wiki

18

Three Steps to Measuring Blogger Influence

Source Coca-Cola Conversation

19

Step 1 Inbound Links

Source Yahoo Site Explorer

20

Step 2 Site Rank

Source Alexa

21

Step 3 Conversation Starters

Source Blogpulse Conversation Tracker

22

Additional Measurement Resources

23

Brief and Concise

24

Writing for Search

Wit irony humor and style

Clever titles and headlines

Search engine technologists vs marketing experts

AP ndash Headlines 40 characters or less

For People For Search

Section ldquoReal Estaterdquo Section ldquoHomesrdquo

Section ldquoScenerdquo Section ldquoLifestylerdquo

Section ldquoTasterdquo Section ldquoFoodrdquo

Headline ldquoUnsafe sex Has Jacob Zumarsquos rape trial hit South Africarsquos war on AIDSrdquo

Headline ldquoZuma testimony sparks HIV fearrdquo

Headline ldquoTulsa star The life and career of much-loved 1960rsquos singerrdquo

Headline ldquoObituary Gene Pitney

Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo

Headline ldquoGators Cap Run with First Titlerdquo

25

Keyword Discovery Related Searches

26

Keyword Discovery Wonder Wheel

27

Defining Global Challenges

28

Keyword Discovery External Keyword Tool

29

Quantity vs Quality

30

Search Volume

31

Understanding Google Trends Demand

32

Understanding Google Trends Demand

33

Search Trends

Source Google Trends

34

Obama Effect

35

Examining Global Challenges by Region

36

Search Trends ndash Popular Language

Source Americagov

37

Additional Search Volume Resources

38

Intro to Meta Data

39

Finding Meta Data

40

Title Tags

1 Title Tag in Web Page HTML (View gt Source in a Browser)

2 Title Tag in Browser Title Bar

3 Title Tag in Search Results

41

Generic Title Tags

42

Meta Page Descriptions

1 Meta Description in Web Page HTML (View gt Source in a Browser)

2 Meta Page Description in Search Results

43

Why Meta Descriptions Matter

Source Eyetrack 3

44

Dynamic Meta Page Descriptions

45

Spying through Meta Keywords

46

Press Release Search Engine Optimization

By SEO-PR

47

Online Newsroom Search Engine Optimization

48

PDF Search Engine Optimization

49

Flash Search Engine Optimization

50

Exercise Launch a Blog

51

Exercise Blog a Photo

52

Exercise Blog a Video

53

Exercise Blog a Google Gadget

54

Exercise Share This

55

Exercise Blog a Third Party Widget

56

Adding Ecommerce

57

Respecting Usability

bull Ease of use

bull Clarity and brevity

bull Easy to read

bull Canrsquot consume what you canrsquot find

bull On intranetrsquos usability impacts worker productivity

bull 10 of design budget on usability will double sitersquos results

Jakob Nielsen

58

Online Audio and Video

podcast

webcastdownload

59

Podcasts

60

Podcasts Defined

Types of Podcasts

bullRepurposed Electronic Media

bullPrint MSM Extensions

bullOriginally Produced

61

Global Podcast Audience

Wave3 Universal McCann Study 2008 [PDF]

62

Global Podcast Audience Growth

Wave3 Universal McCann Study 2008 [PDF]

63

Global Podcast Audience Growth

Wave3 Universal McCann Study 2008 [PDF]

64

Finding Podcasts through Show Notes

65

iTunes as a Podcatcher

Finding podcasts in iTunes

Submitting podcasts

66

Distributing Through iTunes

67

Podcast in iTunes

68

RSS 20 Feed with Enclosures

69

Podcast Production

70

Podcast Production

71

Podcast Production

72

Podcast Production

73

Should you podcast

Selecting the subject matter

Finding your voice view

Intros and outros

Music options Podsafe amp APM view

Search engine optimization view

Show notes view

A word on copyright view

Development and Production

74

bull Recording live interviews

bull Recording phone interviews

bull Editing

bull ID3 tagging

Levelator

Podcast Production

75

ID3 Tagging

76

RSS enabling podcasts

Blogging podcasts

Promoting RSS feeds

Measuring your impact

Putting podcasts in perspective

Audio amp Video Syndication

77

Promoting Podcasts Signature Blocks

78

Promotion Podcasts Email Marketing

79

Promotion Podcasts iPhone Apps

Source wwwisitesus

80

Promoting Podcasts PNRs

81

Promoting Podcasts SEOed Press Release

82

Promoting Podcasts Industry Awards

83

Integrate Flash Streaming

Use Flash Streaming Strategically

Consider Offering a ldquoBest of Episoderdquo

Implementation Recommendations

84

Who is Podcasting

Who is Podcasting Case Study

85

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 worldrsquos leading opera companies

Strategy Told through the perspective of the director of the companyrsquos latest production profile the relationships between the incomparable creative talents collaborating and the production process

Results LA Opera is the worldrsquos 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

Case Study LA Opera ndash B to C

86

Case Study APM Music

87

Case Study APM Music

88

Case Study APM Music

89

Case Study APM Music

90

Case Study Starbucks

91

Case Study Starbucks

92

Online Video Reach and Frequency in the US

bull More than 170 million US Internet users watched online video during the month

bull 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 US

bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November

source comScore

93

Online Video Audience by Brand

Source Nielsen Online [PDF]

Source On the RecordhellipOnline

94

YouTube Community Mapping

Online Influencer

ldquoEarly Childhood Educationrdquo community members

95

Shooting Video Streaming Gear

96

Shooting Video Flip

97

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

98

Direct to Consumers

99

Online Video Internal Communications

100

Naked Conversations

ldquoFormality suppresses dialogue informalityencourages 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 thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo

-Larry Bossidy CEO Honeywell

101

Online Video InternalExternal Communications

102

Online Video Marie Digby

103

Online Video Marie Digby

104

Online Video Marie Digby

105

Blog Response Marie Digby

106

Blog Comments Marie Digby

107

bull Deliver on the needs of an underserved audience

bull Give listeners something they canrsquot get else where

bullNews content vs feature content

bull More controlledone-way channel

bull Credibility and third-party validation

bull Efficiency by leverage existing asset

bull RSS is Relationship-based Downloads are not

bull May not be well suited for breaking news

Audio and Video Strategic Recap

108

Social Networking

Image by Luc Legay

109

Global Social Networking Penetration

110

Global Social Networking by Brand

Source Vincorsquos Blog

111

Global Social Networking Usage

112

Social Networking 101

bull Profiles

Personal vs professional Profiles pics

bull Connections

Friends followers contacts Community mapping

bull Conversations

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

bull Syndication

Facebook and Twitter Mobile Apps

113

US Social Networking by Brand

bullFacebook 78

bullMySpace 42

bullLinkedin 17

bullTwitter 10

Source httpwwwconsumerinternetbarometerus

114

Facebook by the Numbers

bull 12x growth since opening to nonstudents in Sept 2006

bull 20m minutes spent in March 2008

bull 64b minutes spent prior year

bull Between 30m and 35m users

bull Microsoft paid $240m for 16 $15b value

bull $145m ad revenue in 2007

bull MySpace had $510m in ad revenue in 2007

bull $015 CPM vs $13 CPM at Yahoo

Fortune Magazine May 26 2008

Source Inside Facebook

115

Social Networking Facebook

116

Facebook Apps

Facebook Apps Option

Raise Money on Facebook

117

Facebook Apps Social Impact of Causes

118

Facebook Apps Donation as Social Object

Causes makes it easy for me to share my contributions with

my friends

119

Widgets

120

Social Networking Custom URLs

121

Social Networking Facebook Company Pages

122

Case Study Nestlersquos Streisand Effect

123

Social Networking MySpace

Back End Front End

124

Social Networking Linked In

125

Social Networking Linked In Groups

126

Social Networking Object-Oriented

127

Social Networking White Label Platforms

128

Social Networking Platform

129

Social Networking Case Study SAP

About the SAP Community Network

130

Value of Social Networking to Individuals

ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting

bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel

bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world

bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you

131

Value of Social Networks to Organizations

bull Promote peer to peer communications

bull Conduct edgework

bull Improve performance

bull Educate customers partners and employees

bull Shorten time to market

bull Respond faster to change

bull Lower COGS

132

Social Networking Strategic Decisions

bull Edgework

Tap influencers Internal vs External Influencers Diversity

bull 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 (contrsquod)

bull Policy Guidelines

Practical and reasonable Specificity tailored to sophistication of members

bull 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

bull Knowledgeable

bull Positive

bull Supportive

bull Tolerant

135

Recommended Reading

136

On the RecordhellipOnline

wwwontherecordpodcastcom

137

Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative Commons Attribution-non commercial-share alike 30 license httpcreativecommonsorglicensesby-nc-sa30