New Media PR Boot Camp ndash Day Two

Los Angeles Aug 27 2009

DAY TWO -- Instructor Eric Schwartzman

2

Media amp Democracy

2

Media amp Democracy

3

Living Breathing Mediascape

111122 Facebook Supporters as of July 13 2009

4

Living Breathing Mediascape Flickr Photo Stream

3500+ Photos Uploaded in first 5 Days vs

1207 During the Same Period Last Year

5

Living Breathing Mediascape Twitter Stream

6

Reactions of the Blogosphere to Iranian Elections

7

Living Breathing Mediascape Radian6

8

Prediction Fourth Estatersquos Fortunes Have Waned

9

Prediction Living Mediascape

10

Prediction Electronic Paper

11

Prediction Social News Filter

12

Digg vs Other Media

Source Competecom

13

Prediction Growth of Social Networking

14

World Map of Social Networks

Source Vincorsquos Blog

15

Prediction Google Combines Services

16

Prediction Privacy Levels

Source NY Times

17

Prediction News Wars

18

Prediction Social Graph

19

Prediction Fact Stripping Robots

20

Deconstructing the News Release

21

Search Engine Optimizing Blogs

22

Search Engine Optimization

23

Secret Formula

24

Objective

Leverage Content to Generate

Transactions

25

Optimization vs Marketing

SEM

SEO

26

Acting Like a Publisher

Editorial and Advertising

Content

27

First Rule of Search Engine Optimization

28

Citation Indexing

29

Case Study Organic Blog Optimization

30

Case Study Inbound Links

31

Case Study Tracking Inbounds

32

Case Study Search Results

33

Case Fewer Inbounds Higher Rank

34

Case Study Evaluating Inbounds

35

Citation Indexing

SEOed Press

Release

SEOed Site Landing

Page

Blog Hit

News Hit

Online Newsroom

PR

PR

PR

PR

PR

Wiki

36

Three Steps to Measuring Blogger Influence

Source Coca-Cola Conversation

37

Step 1 Yahoo Site Explorer

Source Yahoo Site Explorer

38

Step 2 Technorati

Source Technorati

39

Step 3 BlogPulse Conversation Tracker

Source Blogpulse Conversation Tracker

40

Additional Measurement Resources

41

Market Trends

Additional Measurement Resources

42

Brief and Concise

43

Writing for Search

Wit irony humor and style

Clever titles and headlines

Search engine technologists vs marketing experts

AP ndash Headlines 40 characters or less

For People For Search

Section ldquoReal Estaterdquo Section ldquoHomesrdquo

Section ldquoScenerdquo Section ldquoLifestylerdquo

Section ldquoTasterdquo Section ldquoFoodrdquo

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

Headline ldquoZuma testimony sparks HIV fearrdquo

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

Headline ldquoObituary Gene Pitney

Headline ldquoItrsquos Chemistry Over Pedigree as Gators Roll to First Titlerdquo

Headline ldquoGators Cap Run with First Titlerdquo

44

Keyword Discovery

45

Understanding Google Trends Demand

46

Search Trends

47

Popular Language

48

Trellian Free Global Service

49

Wordtracker Free Global Service

50

Keyword Discovery External Keyword Tool

51

Quantity vs Quality

52

Intro to Meta Data

53

Finding Meta Data

54

Title Tags

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

2 Title Tag in Browser Title Bar

3 Title Tag in Search Results

55

Generic Title Tags

56

Meta Page Descriptions

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

2 Meta Page Description in Search Results

57

Why Meta Descriptions Matter

Source Eyetrack 3

58

Dynamic Meta Page Descriptions

59

Spying through Meta Keywords

60

Spying through Keywords Density Analysis

61

1 Check for Title Tags

62

2 Check for Meta Page Descriptions

63

3 Check for Dynamic Meta Content

64

4 Check for Summary Blurbs

65

5 Search Press Release Headlines

66

Search Friendly Newsroom HTML

67

PDFs and Search

68

Flash and Search

69

Live Demo Site Meter

70

Live Demo FeedBurner

71

Live Demo Tagging Blog Posts

72

Live Demo Email Subscription Widget

73

Live Demo Custom Tag Cloud Widget

74

Live Demo Social Bookmarking Widget

75

Live Demo Blogging a YouTube Clip

76

Live Demo Livening Up Your Blog

77

Live Demo Livening Up Your Blog

78

Live Demo Livening Up Your Blog

79

Live Demo Livening Up Your Blog

80

Respecting Usability

bull Ease of use

bull Clarity and brevity

bull Easy to read

bull Canrsquot consume what you canrsquot find

bull On intranetrsquos usability impacts worker productivity

bull 10 of design budget on usability will double sitersquos results

Jakob Nielsen

81

Online Audio and Video

podcast

webcastdownload

82

Podcasts

83

Podcasts Defined

Types of Podcasts

bullRepurposed Electronic Media

bullPrint MSM Extensions

bullOriginally Produced

84

Global Podcast Audience

Wave3 Universal McCann Study 2008 [PDF]

85

Global Podcast Audience Growth

Wave3 Universal McCann Study 2008 [PDF]

86

Global Podcast Audience Growth

Wave3 Universal McCann Study 2008 [PDF]

87

Finding Podcasts through Show Notes

88

iTunes Podcatcher

89

Distributing Through iTunes

90

RSS 20 with Enclosures

91

Podcast in iTunes

92

Who is Podcasting

Who is Podcasting Case Study

93

Podcasts Employees as Evangelists

Case Study IBM

94

Challenge Help the LA Opera build stronger relationships with its existing subscribers and attract new younger subscribers by giving audiences a rare behind the scene look into one the worldrsquos leading opera companies

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

Results LA Opera is the worldrsquos first opera company to experiment with podcasting Placido Domingo Anna Netrebko and Rolando Villazon will all be featured in the first episodes Featured in NY Times LA Times and Hollywood Reporter

Case Study LA Opera ndash B to C

95

Case Study APM Music

96

Case Study APM Music

97

Case Study APM Music

98

Case Study APM Music

99

bullNHRA Driver Ashley Force First

bullCastrol Executives Second

The Media Business Editorial vs Advertising

Case Study Castrol

100

Case Study Starbucks

101

Case Study Starbucks

102

Podcast Production

103

Podcast Production

104

Podcast Production

105

Podcast Production

106

Should you podcast

Selecting the subject matter

Finding your voice view

Intros and outros

Music options Podsafe amp APM view

Search engine optimization view

Show notes view

A word on copyright view

Development and Production

107

bull Recording live interviews

bull Recording phone interviews

bull Editing

bull ID3 tagging

Levelator

Podcast Production

108

ID3 Tagging

109

RSS enabling podcasts

Blogging podcasts

Promoting RSS feeds

Measuring your impact

Putting podcasts in perspective

Audio amp Video Syndication

110

Integrate Flash Streaming

Use Flash Streaming Strategically

Consider Offering a ldquoBest of Episoderdquo

Implementation Recommendations

111

Promoting Podcasts Signature Blocks

112

Promotion Podcasts Email Marketing

113

Promoting Podcasts PNRs

114

Promoting Podcasts SEOed Press Release

115

Promoting Podcasts Industry Awards

116

bull Deliver on the needs of an underserved audience

bull Give listeners something they canrsquot get else where

bull Relationship-based communications

bull May not be well suited for breaking news

bull News content vs feature content

bull More controlledone-way channel

bull Credibility and third-party validation

bull Efficiency by leverage existing assets

bull Unscripted and authentic

bull Podcast news releases

Podcasting Insights

117

Online Video Size of Audience

In November 2007 nearly 94 billion video clips were viewed online by 138 million Americans (a 29 gain from Jan 2007)

118

Online Video Audience by Brand

April 2008

119

Online Video Marie Digby

120

Online Video Marie Digby

121

Online Video Marie Digby

122

Blog Response Marie Digby

123

Blog Comments Marie Digby

124

Viral Video Case Study Chevy Tahoe

125

Viral Video Case Study Chevy Tahoe

bull 629000 visitors to the site by the time of the contest

bull 25 of all SUV sales out selling Ford by 2 to 1

bull 46 day sales cycles down from 120 days

126

Online Video Internal Communications

127

Online Video InternalExternal Communications

128

Video in Online News Rooms

129

Social Bookmarking

130

Favorites use Title Tags

131

Social Bookmarking

132

Benefits of Sharing

1 Access favorites from anywhere

2 Share your favorites publicly

3 Use popular opinion to find info online

133

Live Demo Social Bookmarking

1 Create Delicious account

2 Log in

3 Post URL

4 Save

5 Search popular tags

134

Live Demo Social Search Monitoring

1 Query Delicious

2 Add Resulting RSS Feeds to Google Rearder

135

Live Demo Questions

1 Yahoo Answers

2 Linkedin Questions

3 Facebook Status

4 Twitter

136

User Ratings

137

Social News Site Digg

138

Social Bookmarking Digg

139

Social Networking

Image by Luc Legay

140

Global Social Networking Penetration

141

Global Social Networking Penetration Growth

142

Corporate Social Networking Adoption

143

Global Social Networking Brand

144

Social Networking ndash Usage Trends

145

Social Networking US Communities by Popularity

bullFacebook 78

bullMySpace 42

bullLinkedin 17

bullTwitter 10

Source httpwwwconsumerinternetbarometerus

146

Social Networking MySpace

Back End Front End

147

Social Networking Facebook

148

Social Networking Custom URLs

149

Social Networking Facebook Company Pages

150

Social Networking Facebook Company Pages

151

Social Networking Facebook Company Pages

152

Facebook by the Numbers

bull 12x growth since opening to nonstudents in Sept 2006

bull 20m minutes spent in March 2008

bull 64b minutes spent prior year

bull Between 30m and 35m users

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

bull $145m ad revenue in 2007

bull MySpace had $510m in ad revenue in 2007

bull $015 CPM vs $13 CPM at Yahoo

Fortune Magazine May 26 2008

Source Inside Facebook

153

Case Study HSBC

154

Social Networking Linked In

155

Social Networking Linked In Groups

156

Social Networking Niche Nets

157

Social Networking Niche Nets

158

Social Networking Niche Nets

159

Social Networking White Label Platforms

160

Social Networking White Label Platforms

161

Social Networking White Label PRSA Tech Site

162

Social Networking Aggregators

163

Social Networking Aggregators

164

Social Networking Mash-Ups

165

Social Networking for PR

bull Market research

bull How to videos

bull DIY videos

bull Promote events

bull Solicit donations

bull Find influentials

bull Build affinity groups

bull Be community minded not sales minded

166

Naked Conversations

ldquoFormality suppresses dialogue informalityencourages it Formal conversations and presentations leave little room for debate They suggest that everything is scripted and predetermined Informal dialogue is open It invites questions encourages spontaneity and critical thinkingInformality gets the truth out It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create breakthroughsldquo

-Larry Bossidy CEO Honeywell

167

PSNH Case Study Process Detail

168

Organizational Communications

Online NewsroomTwitter YouTube amp Flickr

News Media ConstituentsCustomerService

New Media Case Study PCNH

169

Wikipedia

170

Wikipedia ndash From Marketing Sherpa

Getting Listed

ldquoStubrdquo articles

Propose articles for creation

Enlisting community member to create an article

171

Wikipedia ndash From Marketing Sherpa

Monitoring Your Listing

Appoint a Wikipedia ambassador

Participate in the community

Monitoring your existing Wikipedia pages (RSS)

172

Wikipedia ndash From Marketing Sherpa

Getting Errors Fixed

Flag factual errors on discussion pages

Handle criticism on discussion pages

Propose new links on discussion pages

173

Wikipedia ndash Other Issues

Terms and Conditions

Conflicts of Interest

Neutral Point of View Policy

ldquoPeacock Termsrdquo

174

Wikipedia Hall of Shame

175

Monsanto Edits Michael Moore

176

US DoJ Obfuscates Bush Criticism

177

Wisdom of the Chaperones

178

Chris Wilson On the RecordhellipOnline

179

Carry the Message

Online Communications Master Class

June 26 2009 - Boston

PRSA | Map

Online Communications Boot Camp

June 24-25 2009 - Boston

PRSA | Map

Social Media for Journalists

June 19 2009 - NYC

Media Bistro | Map

Understanding New Communications Technologies

June 3 2009 - Las Vegas

The Licensing Show | Map

Source Social Media Training Calendar

180

Help Yourself

181

Eric Schwartzman

(310) 463-4026 Phone

ebs[at]schwartzmanpr[dot]com Email

schwartzmanprcom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

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