New Media PR Boot Camp NYC Dec. 2010 - Day Two
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Transcript of New Media PR Boot Camp NYC Dec. 2010 - Day Two
New Media PR Boot Camp – Day Two
Instructor: @EricSchwartzman
NYC, Dec. 4, 2009
Day Two
Media & Democracy
2
Living Breathing Mediascape
3
111,122 Facebook Supporters as of July 13, 2009
Living, Breathing Mediascape: Flickr Photo Stream
4
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year
Living, Breathing Mediascape: Twitter Stream
5
Reactions of the Blogosphere to Iranian Elections
6
Living, Breathing Mediascape: Radian6
7
Prediction: Fourth Estate’s Fortunes Have Waned
8
Prediction: Living Mediascape
9
Prediction: Electronic Paper
10
Prediction: Social News Filter
11
Digg vs. Other Media
12
Source: Compete.com
Prediction: Growth of Social Networking
13
World Map of Social Networks
14
Source: Vinco’s Blog
Prediction: Google Combines Services
15
Prediction: Privacy Levels
16Source: NY Times
Prediction: News Wars
17
Prediction: Social Graph
18
Prediction: Fact Stripping Robots
19
Deconstructing the News Release
20
Search Engine Optimizing Blogs
21
Search Engine Optimization
22
Secret Formula
23
Objective
Leverage Content to Content to Generate
Transactions
24
Optimization vs. Marketing
SEMSEM
SEO
25
Acting Like a Publisher
Editorial and dAdvertising Content
26
Content
First Rule of Search Engine Optimization
27
Citation Indexing
28
Case Study: Organic Blog Optimization
29
Case Study: Inbound Links
30
Case Study: Tracking Inbounds
31
Case Study: Search Results
32
Case: Fewer Inbounds, Higher Rank?
33
Case Study: Evaluating Inbounds
34
Citation Indexing
SEOed Site
SEOed Press
Release
Landing Page
Wiki
News Hit
Blog Hit
Online Newsroom
PR
PR
PR
PR
PR
PR
35
PR
Three Steps to Measuring Blogger Influence
36
Source: Coca-Cola Conversation
Step 1: Inbound Links
37Source: Yahoo! Site Explorer
Step 2: Site Rank
38Source: Alexa
Step 3: Conversation Starters
39
Source: Blogpulse Conversation Tracker
Additional Measurement Resources
40Source: Social Mention
Additional Measurement Resources
41
Brief and Concise
42
Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: “Real Estate” Section: “Homes”
S “S ” S “ f l ”Section: “Scene” Section: “Lifestyle”
Section: “Taste” Section: “Food”
Headline: “Unsafe sex: Has Jacob Zuma’s rape trial hit South Africa’s war on AIDS?”
Headline: “Zuma testimony sparks HIV fear”hit South Africa s war on AIDS?
Headline: “Tulsa star: The life and career of much-loved 1960’s singer”
Headline: “Obituary: Gene Pitney
Headline: “It’s Chemistry Over Pedigree as Gators Roll to First Title”
Headline: “Gators Cap Run with First Title”
43
Keyword Discovery
44
Understanding Google Trends: Demand
45
Understanding Google Trends: Demand
46
Search Trends
47Source: Google Trends
Obama Effect?
48
Examining Global Challenges by Region
49
Search Trends – Popular Language
50Source: America.gov
Additional Search Volume Resources
51
Keyword Discovery: Related Searches
52
Keyword Discovery: Wonder Wheel
53
Defining Global Challenges
54
Keyword Discovery: External Keyword Tool
55
Quantity vs. Quality
56
Intro to Meta Data
57
Finding Meta Data
58
Title Tags
1. Title Tag in Web Page HTML (View > Source in a Browser)
2. Title Tag in Browser Title Bar
3. Title Tag in Search Results
59
Generic Title Tags
60
Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results
61
Why Meta Descriptions Matter
k
62
Source: Eyetrack 3
Dynamic Meta Page Descriptions
63
Spying through Meta Keywords
64
Press Release Written for Journalists
65
Keyword Research
66
Selected Keywords
67
SEOed Press Release
68
SEOed Press Release
69
SEOed Landing Page
70
1. Check for Title Tags
71
2. Check for Meta Page Descriptions
72
3. Check for Dynamic Meta Content
73
4. Check for Summary Blurbs
74
5. Search Press Release Headlines
75
Search Friendly Newsroom HTML
76
PDFs and Search
77
Flash and Search
78
Live Demo: Site Meter
79
Live Demo: FeedBurner
80
Live Demo: Tagging Blog Posts
81
Live Demo: Email Subscription Widget
82
Live Demo: Custom Tag Cloud Widget
83
Live Demo: Social Bookmarking Widget
84
Live Demo: Blogging a YouTube Clip
85
Live Demo: Livening Up Your Blog
86
Live Demo: Livening Up Your Blog
87
Live Demo: Livening Up Your Blog
88
Live Demo: Livening Up Your Blog
89
Respecting Usability
• Ease of use• Ease of use
• Clarity and brevity
• Easy to readEasy to read
• Can’t consume what you can’t find
• On intranet’s, usability impacts worker productivity, y p p y
• 10% of design budget on usability will double site’s results
Jakob Nielsen
90
Online Audio and Video
podcast
webcastdownload
91
Podcasts
92
Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
O i i ll P d d•Originally Produced
93
Global Podcast Audience
94
Wave.3 Universal McCann Study 2008 [PDF]
Global Podcast Audience Growth
95
Wave.3 Universal McCann Study 2008 [PDF]
Global Podcast Audience Growth
96
Wave.3 Universal McCann Study 2008 [PDF]
Finding Podcasts through Show Notes
97
iTunes Podcatcher
98
Distributing Through iTunes
99
RSS 2.0 with Enclosures
100
Podcast in iTunes
101
Who is Podcasting: Case Study
Wh i P d ti ?Who is Podcasting?
102
Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with its existing subscribers and attract new, younger subscribers b i i di b hi d th l k i t by giving audiences a rare, behind the scene look into one the world’s leading opera companies.
Strategy: Told through the perspective of the director of the ’ l t t d ti fil th l ti hi company’s latest production, profile the relationships
between the incomparable creative talents collaborating and the production process.
R lt LA O i th ld’ fi t t Results: LA Opera is the world’s first opera company to experiment with podcasting. Placido Domingo, Anna Netrebko and Rolando Villazon will all be featured in the first episodes. Featured in NY Times, LA Times and Hollywood p , yReporter.
103
Case Study: APM Music
104
Case Study: APM Music
105
Case Study: APM Music
106
Case Study: APM Music
107
Case Study: Starbucks
108
Case Study: Starbucks
109
Podcast Production
110
Podcast Production
111
Podcast Production
112
Podcast Production
113
Development and Production
Should you podcast?Should you podcast?
Selecting the subject matter
Finding your voice view
Intros and outros
Music options: Podsafe & APM view
Search engine optimization view
Show notes view
A word on copyright view
114
Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
115
Levelator
ID3 Tagging
116
Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
117
Implementation Recommendations
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a “Best of Episode”
118
Promoting Podcasts: Signature Blocks
119
Promotion Podcasts: Email Marketing
120
Promoting Podcasts: PNRs
121
Promoting Podcasts: SEOed Press Release
122
Promoting Podcasts: Industry Awards
123
Online Video: Reach and Frequency
• Americans Viewed a Record 16.8 Billion Videos Online in April Driven Largely by Surge in Viewership at YouTube.
• Average U.S. Viewer Watched 6.4 Hours of Online Video During the Month.
124source: comScore
Online Video: Audience by Brand
125
Source: Nielsen Online [PDF]
Source: On the Record…Online
Direct to Consumers
126
Online Video: Marie Digby
127
Online Video: Marie Digby
128
Online Video: Marie Digby
129
Blog Response: Marie Digby
130
Blog Comments: Marie Digby
131
Online Video: Internal Communications
132
Naked Conversations
“Formality suppresses dialogue; informality it F l ti d encourages it. Formal conversations and
presentations leave little room for debate. They suggest that everything is scripted and gg y g ppredetermined. Informal dialogue is open. It invites questions, encourages spontaneity and critical thinking Informality gets the truth out It critical thinking...Informality gets the truth out. It surfaces out-of-the-box ideas -- the ideas that may seem absurd at first hearing but that create b kth h “breakthroughs.“
-Larry Bossidy, CEO, Honeywell
133
Online Video: Internal/External Communications
134
Video in Online News Rooms
135
Shooting Video: Streaming Gear
136
Shooting Video: Flip
137
Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700
Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere
138
Shooting Video: High-End – Canon XL H1S
139
Video Editing Software – Windows Movie Maker
140
Video Editing Software – Mac iMovie
141
Centralized Online Video Distribution
142
Content Strategy: Live Online Broadcasting
143
Audio and Video Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
• Relationship-based communications
• May not be well suited for breaking newsy g
• News content vs. feature content
• More controlled/one-way channel• More controlled/one way channel
• Credibility and third-party validation
• Efficiency by leverage existing assets• Efficiency by leverage existing assets
• Unscripted and authentic
P d t l
144
• Podcast news releases
Social Bookmarking
145
Favorites use Title Tags
146
Social Bookmarking
147
Benefits of Sharing
1. Access favorites from anywhere
2. Share your favorites publicly
3. Use popular opinion to find info onlinep p p
148
Live Demo: Social Bookmarking
1. Create Delicious account
2. Log ing
3. Post URL
4. Save
5. Search popular tagsp p g
149
Live Demo: Social Search Monitoring
1. Query Delicious
2. Add Resulting RSS Feeds to Google Rearder
150
Live Demo: Questions
1. Yahoo! Answers
2 Li k di Q ti2. Linkedin Questions
3. Facebook Status
4. Twitter
151
User Ratings
152
Social News Site: Digg
153
Social Bookmarking: Digg
154
Social Networking
155
Image by: Luc Legay
Finding Value in Digital Conversations
Excerpts:•Each little update — each individual bit of social information — is insignificant on its own even supremely mundane But taken together over time the little snippets own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends’ and family members’ lives, like thousands of dots making a pointillist painting.
•Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it y g g gseems like blather. Follow it for a day, though, and it begins to feel like a short story; follow it for a month, and it’s a novel.
•For them, participation isn’t optional. If you don’t dive in, other people will define who you are So you constantly stream your pictures your thoughts your relationship you are. So you constantly stream your pictures, your thoughts, your relationship status and what you’re doing — right now! — if only to ensure the virtual version of you is accurate, or at least the one you want to present to the world.
•“If anything, it’s identity-constraining now,” Tufekci told me. “You can’t play with your
156
identity if your audience is always checking up on you.
Social Networking for External Communciations
• Market research
How to videos• How to videos
• D.I.Y. videos
• Promote events
• Solicit donations• Solicit donations
• Find influentials
• Build affinity groups
• Be community minded, not sales minded
157
y ,
Global Social Networking Penetration
158
Global Social Networking by Brand
159
Source: Vinco’s Blog
US Social Networking by Brand
Facebook 78%•Facebook 78%
•MySpace 42%•MySpace 42%
•Linkedin 17%•Linkedin 17%
•Twitter 10%•Twitter 10%
160
Source: http://www.consumerinternetbarometer.us/
Global Social Networking Usage
161
Facebook by the Numbers
• 12x growth since opening to nonstudents in Sept. 2006
• 20m minutes spent in March 2008• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b Microsoft paid $240m for 1.6%, $15b value
• $145m ad revenue in 2007
• MySpace had $510m in ad revenue in 20072007
• $0.15 CPM vs. $13 CPM at Yahoo!
Fortune Magazine May 26 2008
162
Fortune Magazine, May 26, 2008
Source: Inside Facebook
Social Networking: Facebook
163
Social Networking: Custom URLs
164
Social Networking: Facebook Company Pages
165
Case Study: Virginia Tech Massacre
166Virginia Tech Social Media Crisis Communications Research Podcast
Social Networking: MySpace
Back End Front End
167
Back End Front End
Social Networking: Linked In
168
Social Networking: Linked In Groups
169
Social Networking: White Label Platforms
170
Social Networking: White Label PRSA Tech Site
171
Social Networking Client
172
PSNH Case Study: Process Detail
173
New Media Case Study: PCNH
Organizational CommunicationsCommunications
Online NewsroomTwitter YouTube & Flickr
News Media ConstituentsC t News Media ConstituentsCustomerService
174
Help Yourself
175
Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email[ ] p [ ]
schwartzmanpr.com Website
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Copyright applies to this document some rights reserved This work is licensed under a Creative Commons
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Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0