Social Media Boot Camp at PACOM 3

Social Media Boot Camp

Unite States Pacific Command

Public Affairs Conference

@EricSchwartzman

March 21, 2010

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Search Engine Optimization

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State of Search and the Net

3 billion – Daily Google searches processed 230 million – American with Net access 93% -- Americans with high-speed access 228 million – Americans with mobile phones 1.6 billion – Worldwide online population

Source: Googled by Ken Auletta

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Page Rank is the New PR

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Secret Formula

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Objective of SEO

Leverage Content to Generate

Transactions

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Optimization vs. Marketing

SEM

SEO

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Acting Like a Publisher

Editorial and Advertising

Content

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First Rule of Search Engine Optimization

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Get Other Sites to Links to You

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Case Study: Organic Blog Optimization

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Case Study: Inbound Links

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Case Study: Tracking Inbounds

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Case Study: Search Results

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Case: Fewer Inbounds, Higher Rank?

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Case Study: Evaluating Inbounds

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Four Steps to Measuring Blogger Influence

Use the Tab Feature to Open a Second Webpage

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Step 1: Inbound Links

Source: Yahoo! Site Explorer

Use the Tab Feature to Open a Third Webpage

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Step 2: Site Rank

Source: Alexa

Use the Tab Feature to Open a Fourth Webpage

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Step 3: Conversation Starters

Source: Blogpulse Conversation Tracker

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Step 3: Conversation Starters

Source: Blogpulse Conversation Tracker

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Step 4: Uniques

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Brief and Concise

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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”

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”

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”

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Keyword Discovery: Wonder wheel

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Keyword Discovery: Wonder Wheel

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Search Trends

Source: Google Trends

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Google Trends

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Search Trends – Popular Language

Source: America.gov

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Examining Global Challenges by Region

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Defining Global Challenges

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Keyword Discovery: External Keyword Tool

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Quantity vs. Quality

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Citation Indexing

SEOed Press

Release

SEOed Site Landing

Page

Blog Hit

News Hit

Online Newsroom

PR

PR

PR

PR

PR

Wiki

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Press Release Search Engine Optimization

By SEO-PR

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Intro to Meta Data

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Finding Meta Data

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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

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Generic Title Tags

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Meta Page Descriptions

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

2. Meta Page Description in Search Results

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Why Meta Descriptions Matter

Source: Eyetrack 3

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Dynamic Meta Page Descriptions

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Spying through Meta Keywords

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Press Release Written for Journalists

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Keyword Research

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Selected Keywords

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SEOed Press Release

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SEOed Press Release

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SEOed Landing Page

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1. Check for Title Tags

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2. Check for Meta Page Descriptions

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3. Check for Dynamic Meta Content

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4. Check for Sub Headlines

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Search Friendly Newsroom HTML

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Online Audio and Video

podcast

webcastdownload

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Podcasts

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Podcasts Defined

Types of Podcasts:•Repurposed Electronic Media•Print MSM Extensions•Originally Produced

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Global Podcast Audience

Wave.3 Universal McCann Study 2008 [PDF]

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Global Podcast Audience Growth


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Global Podcast Audience Growth


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Finding Podcasts through Show Notes

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iTunes as a Podcatcher

Finding podcasts in iTunes

Submitting podcasts

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Distributing Through iTunes

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Podcast in iTunes

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RSS 2.0 Feed with Enclosures

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Podcast Production

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Podcast Production

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Podcast Production

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Podcast Production

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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

Development and Production

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• Recording live interviews

• Recording phone interviews

• Editing

Levelator

Podcast Production

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ID3 Tagging

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Live Demo: Releasing & Promoting a Podcast

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Promoting Podcasts: Signature Blocks

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Promotion Podcasts: Email Marketing

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Promoting Podcasts: SEOed Press Release

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Promoting Podcasts: Industry Awards

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Integrate Flash Streaming Use Flash Streaming Strategically Consider Offering a “Best of Episode”

Implementation Recommendations

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Who is Podcasting?

Who is Podcasting: Case Study

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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 world’s leading opera companies.

Strategy: Told through the perspective of the director of the company’s latest production, profile the relationships between the incomparable creative talents collaborating and the production process.

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 Reporter.

Case Study: LA Opera – B to C

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Case Study: APM Music

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Case Study: Starbucks

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Case Study: Starbucks

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Online Video: Reach and Frequency in the U.S.

• More than 170 million U.S. Internet users watched online video during the month. • Online video viewing

continued to reach record levels in November with nearly 31 billion videos viewed during the month, and Google Sites accounting for 39 percent of all videos viewed online in the U.S.• More than 170 million

viewers watched an average of 182 videos per viewer during the month of November.

source: comScore

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Online Video: Internal Communications

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Naked Conversations

“Formality suppresses dialogue; informality encourages 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 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 breakthroughs.“

-Larry Bossidy, CEO, Honeywell

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Online Video: Internal/External Communications

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Online Video: Marie Digby

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Blog Response: Marie Digby

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Blog Comments: Marie Digby

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Case Study: IDF Flotilla Raid

View Count

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Case Study: Consumer Generated News Coverage

View Count

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Fair or not, anytime commandos fire on civilians — even those armed with clubs, slingshots, stun grenades, etc. — in the court of public opinion, they become the aggressors.

Case Study: Flickr Photo Stream

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“The reality is you cannot operate in this environment passively,” said David Axelrod, the president’s senior adviser. “If you do, the coverage and events will be shaped for you. Things that may seem like trivial distinctions can become large problems in terms of communications unless you’re aggressive about engaging. We didn’t create the environment. We didn’t make the rules. But we have to live with it.”

Case Study: The Fall Out of 24/7 News Cycles

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Case Study: IDF Public Affairs Response

View Count

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• When commandos fire on civilians — even those armed with clubs, slingshots, stun grenades, etc. — in the court of public opinion, are seen the aggressors because their actions are seen as disproportionate.

• The public has a short attention span and is resistant to complex explanations, however logical they may be so communicators must learn to drip their message into status updates.

• The IDF may have completed their military operation successfully, but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State.

Case Study: IDF Flotilla Raid Insights

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Case Study: Coping with ADD

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Case Study: IDF Flotilla Raid

Most Viewed “Flotilla” Video

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Shooting Video: Streaming Gear

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Shooting Video: Flip

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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

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• Deliver on the needs of an underserved audience

• Give listeners something they can’t get else where

• News content vs. feature content

• More controlled/one-way channel

• Credibility and third-party validation

• Efficiency by leverage existing asset

• RSS is Relationship-based. Downloads are not.

• May not be well suited for breaking news

Audio and Video: Strategic Recap

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Media & Democracy

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Living Breathing Mediascape

111,122 Facebook Supporters as of July 13, 2009

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Living, Breathing Mediascape: Flickr Photo Stream

3500+ Photos Uploaded in first 5 Days vs. 1207 During the Same Period Last Year

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Living, Breathing Mediascape: Twitter Stream

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Reactions of the Blogosphere to Iranian Elections

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Living, Breathing Mediascape: Radian6

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Prediction: Fourth Estate’s Fortunes Have Waned

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Prediction: Living Mediascape

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Prediction: Electronic Paper

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Prediction: Social News Filter

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Digg vs. Other Media

Source: Compete.com

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Prediction: Growth of Social Networking

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Prediction: Google Combines Services

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Social Networking

Image by: Luc Legay

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Value of Social Networking to Individuals

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 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 seems 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 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 identity if your audience is always checking up on you.

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 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 seems 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 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 identity if your audience is always checking up on you.

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World Map of Social Networks

Source: Vinco’s Blog

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Global Social Networking Usage

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Social Networking 101

• Profiles:

Personal vs. professional Profiles pics

• Connections:

Friends, followers, contacts Community mapping

• Conversations:

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

• Syndication

Facebook and Twitter Mobile Apps

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US Social Networking by Brand

•Facebook 78%•MySpace 42%•Linkedin 17%•Twitter 10%

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

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Facebook by the Numbers

• 12x growth since opening to nonstudents in Sept. 2006

• 20m minutes spent in March 2008• 6.4b minutes spent prior year• Between 30m and 35m users• Microsoft paid $240m for 1.6%, $15b

value• $145m ad revenue in 2007• MySpace had $510m in ad revenue in

2007• $0.15 CPM vs. $13 CPM at Yahoo!

Fortune Magazine, May 26, 2008

Source: Inside Facebook

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Social Networking: Facebook

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Facebook Apps: Social Impact of Causes

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Facebook Apps: Donation as Social Object

Causes makes it easy for me to share my contributions with

my friends

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Facebook: Custom URLs

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Facebook: Memorializing a Deceased Member

http://www.facebook.com/help/contact.php?show_form=deceased

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Facebook: Privacy Settings

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Facebook: Privacy Settings

Select “Custom” option to access the “Only Me” Setting

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Facebook Case Study: Greenpeace Attacks Nestle

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Facebook Case Study: Greenpeace Attacks Nestle

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Facebook Case Study: Deepwater Horizon

Dealing with High-Levels of Feedback

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Deepwater Horizon Online Comms Briefing

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Social Networking: MySpace

Back End Front End

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Social Networking: Linked In

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Social Networking: Linked In Groups

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Social Networking: Object-Oriented

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Social Networking: White Label Platforms

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Social Networking Platform: Ushahidi

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Social Networking Case Study: SAP

About the SAP Community Network

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Value of Social Networks to Organizations

• Promote peer to peer communications

• Conduct edgework

• Improve performance

• Educate customers, partners and employees

• Shorten time to market

• Respond faster to change

• Lower COGS

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Social Networking: Strategic Decisions

• Edgework

Tap influencers Internal vs. External Influencers Diversity

• Public vs. Private

Is the topic of discussion a differentiator? Could exclusivity help with your edgework? Will the discussion be forward looking? Will the discussion involve regulatory matters?

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Social Networking: Strategic Decisions (cont’d)

• Policy Guidelines

Practical and reasonable Specificity tailored to sophistication of members

• Branded vs. Unbranded

Addressable market and potential community size? Cost, staffing, legal and process Working through associations or industry consortiums

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What Makes a Good Community Manager?

• Knowledgeable• Positive• Supportive• Tolerant

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Prediction: Privacy Levels

Source: NY Times

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Prediction: News Wars

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Prediction: Social Graph

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Prediction: Fact Stripping Robots

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Social Bookmarking

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Favorites use Title Tags

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Social Bookmarking

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Benefits of Sharing

1. Access favorites from anywhere2. Share your favorites publicly3. Use popular opinion to find info online

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Live Demo: Social Bookmarking

1. Create Delicious account2. Log in3. Post URL4. Save5. Search popular tags

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Live Demo: Social Search Monitoring

1. Query Delicious2. Add Resulting RSS Feeds to Google

Rearder

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Live Demo: Questions

1. Yahoo! Answers2. Linkedin Questions3. Facebook Status4. Twitter

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User Ratings

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Social News Site: Digg

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Social Bookmarking: Digg

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Wikipedia

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Wikipedia – From Marketing Sherpa

Getting Listed

“Stub” articles

Propose articles for creation

Enlisting community member to create an article

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Monitoring Your Listing

Appoint a Wikipedia ambassador

Participate in the community

Monitoring your existing Wikipedia pages (RSS)

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Getting Errors Fixed

Flag factual errors on discussion pages

Handle criticism on discussion pages

Propose new links on discussion pages

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Wikipedia – Other Issues

Terms and Conditions

Conflicts of Interest

Neutral Point of View Policy

“Peacock Terms”

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Wikipedia Hall of Shame

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Monsanto Edits Michael Moore

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US DoJ Obfuscates Bush Criticism

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Wisdom of the Chaperones

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Chris Wilson On the Record…Online

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Recommended Reading

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January 2011

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Search “Defense20” at www.OntheRecordPodcast.com

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Thank You

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Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzman.com Website

ontherecordpodcast.com Podcast

spinfluencer.com Blog

ericschwartzman Friendfeed

@ericschwartzman Twitter

facebook.com/ericschwartzman Facebook

linkedin.com/in/schwartzman Linkedin

Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license.

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Social Media Boot Camp at PACOM 3