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  • 1. Social Media Boot Camp PRSA Alaska Chapter Fairbanks Social Media Training Instructor: Eric Schwartzman

2. My Background Pussycat Dolls Britney Spears Academy Awards Salt Lake Olympics Star Wars 30th Anniversary 3. So6ware as a Service Entrepreneur 4. Strategic Communica;ons Advisor to the US Military Eric Schwartzman (front center) leads social media training exercises at US Pacic Command to promote peace, security and stability throughout the Asia Pacic region. 5. Strategic Communica;ons Advisor to the US Dept of State With US Ambassador to Italy David H. Foreign Service InsStute training Thorne at Social Media Week Rome. center outside of Washington, D.C. 6. Keynote Speaker Kuala Lumpur 2012 Beverly Hills 2011 New York 2010 Athens 2009 Singapore 2008 7. Best Selling Author 8. Social Media Training Clients references: hMp://ericschwartzman.com/tes;monials 9. 9 Housekeeping #SocialMediaTrainingFairbanks @ericschwartzman 10. 10 Social Media Rockstar Contest 1st Prize - Most liked Facebook post tagged @Social Media Training 2nd Prize Most liked or commented photo on Facebook post tagged @Eric Schwartzman and @Social Media Training 3rd Prize Most retweeted share tagged @ComplySocially Shares must be useful, relevant and authenSc. No pandering. #SocialMediaTrainingFairbanks @ericschwartzman 11. 11 Agenda Social Media Strategy Break Social Media Monitoring Break Search Engine OpSmizaSon Lunch Blogs in PracSce TwiZer Break Facebook Linkedin #SocialMediaTrainingFairbanks @ericschwartzman 12. 12 #SocialMediaTrainingFairbanks @ericschwartzman 13. 13 The Problem 85% of consumers expect to be able interact with companies on social networks. 79% of companies are either using or planning to use social media. But only 12% are doing so eecSvely. #SocialMediaTrainingFairbanks @ericschwartzman 14. 14 The Mistake Likes, Comments and Shares determine rank +1s, Comments and Shares determine rank in the newsfeed in the newsfeed #SocialMediaTrainingFairbanks @ericschwartzman 15. 15 The Rules #SocialMediaTrainingFairbanks @ericschwartzman 16. 16 The Challenge #SocialMediaTrainingFairbanks @ericschwartzman 17. 17 The Solu;on #SocialMediaTrainingFairbanks @ericschwartzman 18. 18 Hard Sells Dont Work #SocialMediaTrainingFairbanks @ericschwartzman 19. 19 Sales and Marke;ng Content is Less Desirable The rst step was to add blogs and message boards in the hope that irate customers will talk to the company rather than gripe to the whole Internet. "If we dont do that at Dell.com, its going to be on CNET or somewhere," Michael Dell says. "Id rather have that conversaSon in my living room than in somebody elses." hMp://cnnmon.ie/dell-value-prop #SocialMediaTrainingFairbanks @ericschwartzman 20. 20 The Business Case Paid Earned Brochures Discoverable Search through Search Shareable through Social Person-to-Person Social Networks #SocialMediaTrainingFairbanks @ericschwartzman 21. 21 The Homeland Embassy Strategy Homeland Embassy Embassy 174,124,771 39,523,152 Embassy Embassy 5,000 monthly visitors 28,103,480 169,915,715 #SocialMediaTrainingFairbanks @ericschwartzman 22. 22 The Method Links Widgets Embedded Timeline #SocialMediaTrainingFairbanks @ericschwartzman 23. 23 The Integra;on - Homepage #SocialMediaTrainingFairbanks @ericschwartzman 24. 24 The Integra;on Bio Page #SocialMediaTrainingFairbanks @ericschwartzman 25. 25 The Integra;on Contact Us Page Google Map Share BuZons TwiZer Stream Facebook Newsfeed #SocialMediaTrainingFairbanks @ericschwartzman 26. 26 The Homeland Embassy Strategy Homeland Embassy Embassy 174,124,771 39,523,152 Embassy Embassy 5,000 monthly visitors 28,103,480 169,915,715 #SocialMediaTrainingFairbanks @ericschwartzman 27. 27 The Integra;on Homeland YouTube Channel Facebook Like Box Flickr Widget TwiZer Stream Google Map Embassies #SocialMediaTrainingFairbanks @ericschwartzman 28. 28 Case Study #SocialMediaTrainingFairbanks @ericschwartzman 29. 29 Content Marketing RoadmapVideo Webcast & YouTube PowerPoint SlideShare Text Transcript Blog Post MP3 Podcast Conference Call, Product Demo, Customer Service Calls, Sales Calls, Technical InformaSon #SocialMediaTrainingFairbanks @ericschwartzman 30. 30 The Process OrganizaSonal CommunicaSons TwiZer DesSnaSon Website YouTube & Flickr Customer News Media ConsStuents Service #SocialMediaTrainingFairbanks @ericschwartzman 31. 31 The Methodology Ac;vity Tool Audit Step 1 Strategy & Policy OpSmize Step 2 ParScipate Step 3 Evaluate Step 4 #SocialMediaTrainingFairbanks @ericschwartzman 32. 32 The Op;ons Op;ons #SocialMediaTrainingFairbanks @ericschwartzman 33. 33 #SocialMediaTrainingFairbanks @ericschwartzman 34. 34 Audit Methodology Ac;vity Tool Audit Step 1 OpSmize Step 2 ParScipate Step 3 Evaluate Step 4 #SocialMediaTrainingFairbanks @ericschwartzman 35. 35 The Problem Its not informa;on overload, its lter failure. @cshirky #SocialMediaTrainingFairbanks @ericschwartzman 36. 36 The Solu;on #SocialMediaTrainingFairbanks @ericschwartzman 37. EXERCISE: Google Related Searches 38. EXERCISE: Google Trends 39. Keyword Discovery at www.bing.com/social 40. Exercise: Launch a Google Reader Account www.google.com/reader 41. EXERCISE: Build a Social Media Monitoring Dashboard Learn Social Media Monitoring: Subscribing to News and Blogs hZp://news.google.com #SocialMediaTrainingFairbanks Learn Social Media Monitoring: Subscribe 2 Online BulleSn Boards & Forums hZp://boardreader.com/ #SocialMediaTrainingFairbanks Learn Social Media Monitoring: Subscribe to TwiZer Searches hZp://bit.ly/demo-rss-1 #SocialMediaTrainingFairbanks Learn Social Media Monitoring: Subscribe to Facebook Pages hZp://bit.ly/demo-rss-2 #SocialMediaTrainingFairbanks Learn Social Media Monitoring: Subscribe to YouTube Searches hZp://bit.ly/demo-rss-3 #SocialMediaTrainingFairbanks Learn Social Media Monitoring: Subscribe to Wikipedia arScles hZp://bit.ly/demo-rss-4 #SocialMediaTrainingFairbanks 42. Social Media Mapping with www.Diigo.com/tools/toolbar Tagged Hyperlinks Private Op;on Meta Data Tag or Category 43. 43 #SocialMediaTrainingFairbanks @ericschwartzman 44. 44 The Methodology Audit Step 1 OpSmize Step 2 ParScipate Step 3 Evaluate Step 4 #SocialMediaTrainingFairbanks @ericschwartzman 45. 45 SEO 101 + = #SocialMediaTrainingFairbanks @ericschwartzman 46. 46 Just Eat It. Please? #SocialMediaTrainingFairbanks @ericschwartzman 47. 47 72 Market Street, Venice Beach, CA CLOSED #SocialMediaTrainingFairbanks @ericschwartzman 48. 48 Dont Get Her Mad But I wont. If you make kick ass chili, Ill eat it. No chance! #SocialMediaTrainingFairbanks @ericschwartzman 49. 49 Wheres the Recipe? #SocialMediaTrainingFairbanks @ericschwartzman 50. 50 Lets Get Serious #SocialMediaTrainingFairbanks @ericschwartzman 51. 51 Whos Angus? #SocialMediaTrainingFairbanks @ericschwartzman 52. 52 This is a Test #SocialMediaTrainingFairbanks @ericschwartzman 53. 53 Story of Lost Revenue #SocialMediaTrainingFairbanks @ericschwartzman 54. 54 Raising My Hand, Jumping Up & Down #SocialMediaTrainingFairbanks @ericschwartzman 55. 55 Forfeited their Archival Value #SocialMediaTrainingFairbanks @ericschwartzman 56. 56 SEO Wont Fix Everything #SocialMediaTrainingFairbanks @ericschwartzman 57. 57 Its S;ll GoMa Be Interes;ng #SocialMediaTrainingFairbanks @ericschwartzman 58. 58 Stupido #SocialMediaTrainingFairbanks @ericschwartzman 59. 59 I Found the Recipe #SocialMediaTrainingFairbanks @ericschwartzman 60. 60 My Crea;on #SocialMediaTrainingFairbanks @ericschwartzman 61. 61 My Blog Outranks the LA Times #SocialMediaTrainingFairbanks @ericschwartzman 62. 62 Can Your Customer Find You? #SocialMediaTrainingFairbanks @ericschwartzman 63. 63 Basics: Op;miza;on vs. Marke;ng SEM SEO #SocialMediaTrainingFairbanks @ericschwartzman 64. Basics: This isnt SEO 65. Basics: This is SEO 66. 66 Basics: An;cipa;ng Arrivals Photo by Juandazeng #SocialMediaTrainingFairbanks @ericschwartzman 67. 67 Basics: An;cipa;ng Your Customers Arrival #SocialMediaTrainingFairbanks @ericschwartzman 68. 68 Basics: Secret Formula Photo By Averain #SocialMediaTrainingFairbanks @ericschwartzman 69. 69 Basics: First Rule of SEO Photo By RDECOM #SocialMediaTrainingFairbanks @ericschwartzman 70. 70 Cita;on Indexing #SocialMediaTrainingFairbanks @ericschwartzman 71. 71 On Page vs. O Page Op;miza;on Photo by Runder #SocialMediaTrainingFairbanks @ericschwartzman 72. 72 Case Study: On-Page Op;miza;on #SocialMediaTrainingFairbanks @ericschwartzman 73. 73 Case Study: On-Page Op;miza;on #SocialMediaTrainingFairbanks @ericschwartzman 74. 74 Case Study: On-Page Op;miza;on #SocialMediaTrainingFairbanks @ericschwartzman 75. 75 Case Study: On-Page Op;miza;on site: hZp://www.opensiteexplorer.org/ #SocialMediaTrainingFairbanks @ericschwartzman 76. 76 Case Study: On-Page Op;miza;on #SocialMediaTrainingFairbanks @ericschwartzman 77. 77 Case Study: On-Page Op;miza;on #SocialMediaTrainingFairbanks @ericschwartzman 78. 78 On-Page Op;miza;on: Anchor Text Links The anchor text or link label is the visible, clickable text. Like this hyperlink. Anchor text is how Google determines relevance. Poor hyperlink usage: We have the widest selec;on of baseball gloves. To visit our store, click here. A beZer way of linking would be: Baseball Gloves: Widest selec;on online. #SocialMediaTrainingFairbanks @ericschwartzman 79. 79 Basics: O Page SEO Brower Page Titles -or- Title Tags Meta Page DescripSons -or- Meta DescripSons