social media master class
DESCRIPTION
Social Media Master Class presented in NYC at PRSA HQ on Sept. 24, 2010.TRANSCRIPT
![Page 1: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/1.jpg)
NYC Sept 24 2010
Eric Schwartzman
Social Media Master Class
2
Housekeeping
bull Breaks and Lunch
bull Guest Speaker Matt Snodgrass
bull Handouts are Digital
3
Agenda
bull SEO Deep Dive
bull Audio Video and Streaming Production
bull Content Syndication Tools and Strategies
bull Analytics Deep Dive with Matt Snodgrass
bull Mobile Social Networking
bull Strategic Recap
bull Podcast Release and Social Media Promotion
4
SEO vs Facebook for Decision Making
Google helps us build a short list
Increasingly Facebook helps us decide which one to buy
5
Keyword Discovery Exercise Related Search
6
Keyword Discovery Exercise Search Volume
7
Keyword Discovery Exercise Competition
8
Keyword Discovery Exercise Competition
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 2: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/2.jpg)
2
Housekeeping
bull Breaks and Lunch
bull Guest Speaker Matt Snodgrass
bull Handouts are Digital
3
Agenda
bull SEO Deep Dive
bull Audio Video and Streaming Production
bull Content Syndication Tools and Strategies
bull Analytics Deep Dive with Matt Snodgrass
bull Mobile Social Networking
bull Strategic Recap
bull Podcast Release and Social Media Promotion
4
SEO vs Facebook for Decision Making
Google helps us build a short list
Increasingly Facebook helps us decide which one to buy
5
Keyword Discovery Exercise Related Search
6
Keyword Discovery Exercise Search Volume
7
Keyword Discovery Exercise Competition
8
Keyword Discovery Exercise Competition
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 3: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/3.jpg)
3
Agenda
bull SEO Deep Dive
bull Audio Video and Streaming Production
bull Content Syndication Tools and Strategies
bull Analytics Deep Dive with Matt Snodgrass
bull Mobile Social Networking
bull Strategic Recap
bull Podcast Release and Social Media Promotion
4
SEO vs Facebook for Decision Making
Google helps us build a short list
Increasingly Facebook helps us decide which one to buy
5
Keyword Discovery Exercise Related Search
6
Keyword Discovery Exercise Search Volume
7
Keyword Discovery Exercise Competition
8
Keyword Discovery Exercise Competition
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 4: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/4.jpg)
4
SEO vs Facebook for Decision Making
Google helps us build a short list
Increasingly Facebook helps us decide which one to buy
5
Keyword Discovery Exercise Related Search
6
Keyword Discovery Exercise Search Volume
7
Keyword Discovery Exercise Competition
8
Keyword Discovery Exercise Competition
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 5: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/5.jpg)
5
Keyword Discovery Exercise Related Search
6
Keyword Discovery Exercise Search Volume
7
Keyword Discovery Exercise Competition
8
Keyword Discovery Exercise Competition
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 6: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/6.jpg)
6
Keyword Discovery Exercise Search Volume
7
Keyword Discovery Exercise Competition
8
Keyword Discovery Exercise Competition
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 7: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/7.jpg)
7
Keyword Discovery Exercise Competition
8
Keyword Discovery Exercise Competition
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 8: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/8.jpg)
8
Keyword Discovery Exercise Competition
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 9: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/9.jpg)
9
Keyword Discovery Exercise Competition
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 10: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/10.jpg)
10
Listing on Google Local
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 11: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/11.jpg)
11
Rankings on Google Local
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 12: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/12.jpg)
12
Keyword Discovery Exercise 10th Position
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 13: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/13.jpg)
13
Keyword Discovery Exercise Page Rank Widget
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 14: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/14.jpg)
14
Keyword Discovery Exercise Inbounds
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 15: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/15.jpg)
15
Keyword Discovery Exercise Add a Modifier
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 16: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/16.jpg)
16
Keyword Discovery Exercise Meta Data
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 17: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/17.jpg)
17
Keyword Discovery Exercise Volume
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 18: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/18.jpg)
18
Keyword Discovery Exercise Keyword Selection
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 19: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/19.jpg)
19
Case Study Press Release SEO
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 20: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/20.jpg)
20
SEOed Press Release
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 21: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/21.jpg)
21
SEOed Press Release
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 22: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/22.jpg)
22
SEOed Landing Page
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 23: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/23.jpg)
23
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
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 24: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/24.jpg)
24
Step 1 Search a Potential Keyword
Search the keyword you think may be applicable and examine the meta keywords of the top 5 results
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 25: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/25.jpg)
25
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
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 26: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/26.jpg)
26
Step 1 Review Meta Keywords of Top-Ranked Sites
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 27: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/27.jpg)
27
Step 1 No Meta Data Analyze Density
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 28: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/28.jpg)
28
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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 29: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/29.jpg)
29
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
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 30: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/30.jpg)
30
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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 31: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/31.jpg)
31
bull Company
bull Services
bull Professional
bull Best
bull Top
bull Leading
bull Internet
bull Organization
bull Marketing
bull Business
bull Solution
bull Online
bull City Name
bull Surrounding Suburbs
bull State (including abbreviations NYC IL FL WA etc)
bull County Name
B2B Modifiers
bull RFP
bull RFI
bull Bid
bull quote
bull Rates
bull Pricing
bull Deals
bull Affordable
bull Offers
bull Packages
bull Quality
bull Cheap
Step 1 Too Competitive Add Modifiers
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 32: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/32.jpg)
32
Step 1 Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 33: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/33.jpg)
33
Step 1 No Volume Try Keyword Discovery
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 34: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/34.jpg)
34
Step 1 Prefer Clusters or Want More Ideas
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 35: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/35.jpg)
35
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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 36: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/36.jpg)
36
Step 1 Strategic Keyword Selection
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 37: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/37.jpg)
37
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 yoursquore keyword stuffing yoursquove overdone it
Step 2 Use the Keywords in the Release
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 38: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/38.jpg)
38
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
lta href=httpwwwwikipediaorggtWikipedialtagt
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
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 39: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/39.jpg)
39
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 wwwbitly 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
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 40: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/40.jpg)
40
Step 3 Other Link Shorteners
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 41: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/41.jpg)
41
Recap Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 42: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/42.jpg)
42
Step 4 Create Meta Data
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 43: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/43.jpg)
43
Create Original Meta Data
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 44: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/44.jpg)
44
Finding Meta Data
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 45: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/45.jpg)
45
Generic Title Tags
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 46: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/46.jpg)
46
Dynamic Meta Page Descriptions
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 47: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/47.jpg)
47
Spying through Meta Keywords
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 48: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/48.jpg)
48
Step 4 Where Title Tags Appear
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 49: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/49.jpg)
49
Step 4 Where Meta Page Descriptions Appear
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 50: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/50.jpg)
50
Step 4 Example of Release wo Title Tags
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 51: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/51.jpg)
51
Step 4 Example of Release wo Meta Page Descriptions
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 52: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/52.jpg)
52
Step 4 Example of Release wDynamic Meta Content
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 53: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/53.jpg)
53
Recap Why Meta Page Descriptions Matter
Source Eyetrack 3
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 54: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/54.jpg)
54
Step 5 Target Your Release to a Landing Page
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 55: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/55.jpg)
55
Step 5 Distribute the Release
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 56: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/56.jpg)
56
Step 5 Newswire Options
1 httpwwwprwebcom
2 httpwwwprleapcom
3 httpi-newswirecom
4 httpwwwwebwirecom
5 httpwwwpressboxcouk
6 httpwww24-7pressreleasecom
7 httpwwwclickpresscom
8 httpwwwprzoomcom
9 httpwwwprcom
10 httpwwwmarketwirecom
11 httpwwwprnewswirecom
12 httpwwwbusinesswirecom
Source Online Marketing Blog
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 57: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/57.jpg)
57
Step 5 Free Newswires Options
Search Engine Friendly
The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk
httpwwwi-newswirecomhttpwwwprleapcom
Losers no backlinks if you donrsquot payhttpexpress-press-releasecom
httpwwwfree-press-releasecomhttpwwwprfreecom
Ease of Use
Winners (direct submission)httpwwwclick2newsitescom
httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk
Losershttpwwwpr9net lt-requires different
account registration for different company press submission
Site Readability
Winnershttpwwwprwebcomhttpwwwprleapcom
Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom
httpwwwprfreecom
Source Cheng Soon
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 58: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/58.jpg)
58
Step 6 Blog the News
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 59: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/59.jpg)
59
Step 7 Get Inbound Links
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 60: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/60.jpg)
60
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
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 61: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/61.jpg)
61
Press Release Search Engine Optimization
By SEO-PR
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 62: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/62.jpg)
62
Issues for Public Companies
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 63: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/63.jpg)
63
Websites as Newswires
On the RecordhellipOnline
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 64: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/64.jpg)
64
JPEGS amp Political Incorrectness
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 65: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/65.jpg)
65
Search Trends ndash Popular Language
Source Americagov
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 66: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/66.jpg)
66
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
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 67: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/67.jpg)
67
Podcast Production
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 68: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/68.jpg)
68
Audacity Demo
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 69: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/69.jpg)
69
CVideo Flip
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 70: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/70.jpg)
70
Canned Video Production HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 71: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/71.jpg)
71
Video Editing Software ndash Windows Movie Maker
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 72: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/72.jpg)
72
Video Editing Software Demo ndash iMovie
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 73: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/73.jpg)
73
Live Video Production Streaming via Firewire
Manfrotto 756XB MDEVE Aluminium Video Tripod
Firewire 800 to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 74: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/74.jpg)
74
Live Streaming Video Demo
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 75: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/75.jpg)
75
Lunch Break
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 76: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/76.jpg)
76
Content Strategy Building Social Capital
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 77: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/77.jpg)
77
Syndication friendfeed
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 78: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/78.jpg)
78
Syndication friendfeed
User Names amp Passwords Go Here
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 79: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/79.jpg)
79
Syndication friendfeed
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 80: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/80.jpg)
80
Syndication friendfeed
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 81: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/81.jpg)
81
Syndication friendfeed
Syndicate Activity to Twitter
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 82: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/82.jpg)
82
Syndication friendfeed
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 83: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/83.jpg)
83
Syndication friendfeed
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 84: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/84.jpg)
84
Syndication friendfeed
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 85: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/85.jpg)
85
Syndication Posterous
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 86: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/86.jpg)
86
Syndication Posterous
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 87: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/87.jpg)
87
Syndication Comments
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 88: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/88.jpg)
88
Content Strategy Curate News via Google Reader
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 89: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/89.jpg)
89
Content Strategy Editorialize via Google Reader
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 90: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/90.jpg)
90
Syndication Facebook Social Widgets
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 91: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/91.jpg)
91
Syndication Facebook ldquoLikerdquo Box
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 92: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/92.jpg)
92
Syndication Twitter ldquoTweetrdquo Button
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 93: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/93.jpg)
93
Syndication Twitter ldquoTweetrdquo Button
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 94: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/94.jpg)
94
Syndication Twitter amp FB Widgets Installed
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 95: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/95.jpg)
95
Syndication Linkedin Widgets
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 96: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/96.jpg)
96
Content Strategy Building Social Capital
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 97: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/97.jpg)
97
Content Curation Tool Google Reader
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 98: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/98.jpg)
98
Content Curation Tool Gigadial
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 99: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/99.jpg)
99
Content Strategy Flickr Pro
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 100: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/100.jpg)
100
Content Strategy Flickr Sets
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 101: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/101.jpg)
101
Content Strategy Flickr Galleries
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 102: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/102.jpg)
102
Content Strategy Bookmarklet Widget
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 103: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/103.jpg)
103
Content Strategy Make a Widget
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 104: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/104.jpg)
104
Content Strategy Facebook Profile Pages
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 105: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/105.jpg)
105
Content Strategy Facebook Fan Pages
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 106: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/106.jpg)
106
Content Strategy Facebook Fan Pages
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 107: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/107.jpg)
107
Mobile Social Networking
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 108: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/108.jpg)
108
Mobile Social Networking
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 109: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/109.jpg)
109
Mobile Social Networking
httpwwwfacebookcommobilesettingsmobile
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 110: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/110.jpg)
110
Mobile Social Networking
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 111: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/111.jpg)
111
Mobile Social Networking
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 112: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/112.jpg)
112
Moblogging
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 113: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/113.jpg)
113
Mobile Social Networking
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 114: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/114.jpg)
114
Syndication twitpic
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 115: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/115.jpg)
115
Syndication Online Video Distribution
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 116: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/116.jpg)
116
Syndication Online Video Distribution
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 117: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/117.jpg)
117
Syndication Online Video Distribution
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 118: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/118.jpg)
118
Growth of Smartphone Apps
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 119: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/119.jpg)
119
Non-Voice Cell Phone Usage
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 120: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/120.jpg)
120
Cell Phone Camera Usage Among Teens
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 121: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/121.jpg)
121
Smartphones ndash Number of Apps Installed
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 122: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/122.jpg)
122
Social Networking on Smartphones
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 123: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/123.jpg)
123
Social Networking on Smartphones
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 124: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/124.jpg)
124
Social Networking on Smartphones
httpwwwubertwittercom
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 125: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/125.jpg)
125
Social Networking on Smartphones
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 126: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/126.jpg)
126
Social Networking on Smartphones
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 127: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/127.jpg)
127
Social Networking on Smartphones
25 million estimated users according to TechCrunch
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 128: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/128.jpg)
128
Social Networking on Smartphones
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 129: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/129.jpg)
129
Social Networking on Smartphones
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 130: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/130.jpg)
130
Social Networking on Smartphones
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 131: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/131.jpg)
131
Social Networking on Smartphones
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 132: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/132.jpg)
132
QR Codes for Smartphones
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 133: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/133.jpg)
133
Risks of Syndication
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 134: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/134.jpg)
134
Understanding Web Stats Low Bounce Rate Traffic
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 135: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/135.jpg)
135
Understanding Web Stats Landing Pages
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 136: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/136.jpg)
136
Understanding Web Stats Open Source Analytics
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 137: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/137.jpg)
137
Understanding Web Stats Open Source Analytics
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 138: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/138.jpg)
138
Understanding Web Stats Open Source Analytics
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 139: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/139.jpg)
139
Understanding Web Stats Open Source Analytics
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 140: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/140.jpg)
140
Understanding Web Stats Open Source Analytics
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 141: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/141.jpg)
141
Understanding Web Stats Open Source Analytics
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 142: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/142.jpg)
142
Understanding Web Stats Taking Action
bull Identify keywords with highlow bounce rates
bull Build on existing strengths
bull Fortify desirable keywords with content
bull Eliminate ineffective keywords entirely
bull Evaluate landing pages for relevancy and calls to action
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 143: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/143.jpg)
143
Google Analytics Demo
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 144: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/144.jpg)
144
Understanding Web Stats Refresher Tutorial
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 145: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/145.jpg)
145
Telling Quantitative Stories
bull Numerical data is considered more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 146: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/146.jpg)
146
Data Visualization
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 147: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/147.jpg)
147
Data Visualization
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 148: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/148.jpg)
148
Data Visualization
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 149: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/149.jpg)
149
Data Visualization
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 150: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/150.jpg)
150
Data Visualization
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 151: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/151.jpg)
151
Data Visualizations Since April 07 2008
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 152: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/152.jpg)
152
Indy Star Data Visualizations
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 153: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/153.jpg)
153
Data Visualization Practical Challenges
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 154: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/154.jpg)
154
Color Coded by Size
Outage Street Level Detail
Entergy Storm Center Maps Power Outages
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 155: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/155.jpg)
155
Data Visualization Resource
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 156: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/156.jpg)
156
Data Visualization Resource
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 157: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/157.jpg)
157
Data Visualization - Embed Codes
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 158: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/158.jpg)
158
Data Visualization - Beach Report Card
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 159: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/159.jpg)
159
Data Visualization Resource
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 160: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/160.jpg)
160
Telling Quantitative Stories
bull Numerical data is more objective
bull Understanding numbers is a statisticianrsquos job
bull Great data visualizations tell great stories
bull Data is boring if you donrsquot know what to look for
bull Raw numbers lack meaning
bull A dataset is a bucket full of numbers
bull There are stories in that bucket
Nathan Yau Flowing Data and Mindy McAdams Data Visualization
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 161: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/161.jpg)
161
Gov 20 ndash Government as a Platform
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 162: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/162.jpg)
162
Case Study Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs
1207 During the Same Period Last Year
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 163: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/163.jpg)
163
Case Study Iranian Electoral Protests
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 164: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/164.jpg)
164
Case Study Iranian Electoral Protests
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 165: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/165.jpg)
165
Case Study Iranian Electoral Protests
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 166: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/166.jpg)
166
Case Study Iranian Electoral Protests
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 167: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/167.jpg)
167
Protest Sites
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 168: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/168.jpg)
168
Case Study Iranian Electoral Protests
111122 Facebook Supporters as of July 13 2009
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 169: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/169.jpg)
169
Case Study Social Media Measurement
Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 170: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/170.jpg)
170
Social Media Infrastructure
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 171: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/171.jpg)
171
Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by
bull Site traffic
bull Unique visitors
bull Length of stay
bull Return visits
bull HTML Usage
measured by
bull Ecommerce
bull Registrations
bull Insite searches
bull Downloads
bull RSS Usage
measured by
bull User ratings
bull Comments
bull Interactions
bull Widget usage
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 172: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/172.jpg)
172
Infrastructure Web 20
Facebook Blogger Flickr YouTube Twitter
Pros
bull Cheap or free
bull Easy to deploy
bull Simple to operate
bull Updated automatically
bull Indexed quickly
Cons
bull Less flexible
bull Cookie cutter designs
bull Generic URL
bull Not upgradable
bull Privacy concerns
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 173: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/173.jpg)
173
Web 20 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
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 174: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/174.jpg)
174
Infrastructure Software
Word Press Drupal Sharepoint Vignette
Pros
bull Full design control
bull No predetermined templates
bull Adaptable
bull Distinct URL
bull Community supported
bull No regular ongoing fees
Cons
bull Complex set-up
bull Bandwidth issues
bull Unpredictable support costs
bull Requires security updates
bull Significant upfront investment
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 175: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/175.jpg)
175
Infrastructure Cloud Computing
Salesforcecom SquareSpace
Web-based CMS
Pros
bull No clientserver software
bull Shorter deployment
bull Global availability
bull Constant upgrades
bull No IT support required
Cons
bull Ongoing commitment
bull Hosted externally
bull Fee-based
bull Fully outsourced
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 176: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/176.jpg)
176
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 orgrsquos website
10 Do I need a distinct URL
11 Do I need regular external back-ups
12 Do I need immediate 247 support if my site goes down
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 177: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/177.jpg)
177
Migrating Organizational Communications Online
ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo
ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo
David Berger Corp Comm IBM
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 178: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/178.jpg)
178
Embeddable Activity Streams Google Wave
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 179: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/179.jpg)
179
What Are Most Organizations Doing Now
Source 2009 Digital Readiness Report
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 180: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/180.jpg)
180
What Digital Communications Skills are Most Important
Source 2009 Digital Readiness Report
181
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
![Page 181: Social Media Master Class](https://reader035.vdocuments.us/reader035/viewer/2022081400/5558a7c5d8b42a2a738b51a5/html5/thumbnails/181.jpg)
181
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