Upload
guest3b9e35d
View
109
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Day 2:
Citation preview
New Media PR Boot Camp ndash Day Two
Instructor EricSchwartzman
2010
Day Two
2
Search Engine Optimization
3
State of Search and the Net
3 billion ndash Daily Google searches processed
230 million ndash American with Net access
93 -- Americans with high-speed access
228 million ndash Americans with mobile phones
16 billion ndash Worldwide online population
Source Googled by Ken Auletta
4
Secret Formula
5
Objective of SEO
Leverage Content to Generate
Transactions
6
Optimization vs Marketing
SEM
SEO
7
Pro Bono SEM for 501cs
8
Acting Like a Publisher
Editorial and Advertising
Content
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
2
Search Engine Optimization
3
State of Search and the Net
3 billion ndash Daily Google searches processed
230 million ndash American with Net access
93 -- Americans with high-speed access
228 million ndash Americans with mobile phones
16 billion ndash Worldwide online population
Source Googled by Ken Auletta
4
Secret Formula
5
Objective of SEO
Leverage Content to Generate
Transactions
6
Optimization vs Marketing
SEM
SEO
7
Pro Bono SEM for 501cs
8
Acting Like a Publisher
Editorial and Advertising
Content
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
3
State of Search and the Net
3 billion ndash Daily Google searches processed
230 million ndash American with Net access
93 -- Americans with high-speed access
228 million ndash Americans with mobile phones
16 billion ndash Worldwide online population
Source Googled by Ken Auletta
4
Secret Formula
5
Objective of SEO
Leverage Content to Generate
Transactions
6
Optimization vs Marketing
SEM
SEO
7
Pro Bono SEM for 501cs
8
Acting Like a Publisher
Editorial and Advertising
Content
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
4
Secret Formula
5
Objective of SEO
Leverage Content to Generate
Transactions
6
Optimization vs Marketing
SEM
SEO
7
Pro Bono SEM for 501cs
8
Acting Like a Publisher
Editorial and Advertising
Content
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
5
Objective of SEO
Leverage Content to Generate
Transactions
6
Optimization vs Marketing
SEM
SEO
7
Pro Bono SEM for 501cs
8
Acting Like a Publisher
Editorial and Advertising
Content
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
6
Optimization vs Marketing
SEM
SEO
7
Pro Bono SEM for 501cs
8
Acting Like a Publisher
Editorial and Advertising
Content
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
7
Pro Bono SEM for 501cs
8
Acting Like a Publisher
Editorial and Advertising
Content
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
8
Acting Like a Publisher
Editorial and Advertising
Content
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
9
First Rule of Search Engine Optimization
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
10
Get Other Sites to Links to You
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
11
Case Study Organic Blog Optimization
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
12
Case Study Inbound Links
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
13
Case Study Tracking Inbounds
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
14
Case Study Search Results
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
15
Case Fewer Inbounds Higher Rank
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
16
Case Study Evaluating Inbounds
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
17
Citation Indexing
SEOed Press
Release
SEOed Site Landing
Page
Blog Hit
News Hit
Online Newsroom
PR
PR
PR
PR
PR
Wiki
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
18
Three Steps to Measuring Blogger Influence
Source Coca-Cola Conversation
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
19
Step 1 Inbound Links
Source Yahoo Site Explorer
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
20
Step 2 Site Rank
Source Alexa
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
21
Step 3 Conversation Starters
Source Blogpulse Conversation Tracker
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
22
Additional Measurement Resources
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
23
Brief and Concise
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
24
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
25
Keyword Discovery Related Searches
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
26
Keyword Discovery Wonder Wheel
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
27
Defining Global Challenges
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
28
Keyword Discovery External Keyword Tool
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
29
Quantity vs Quality
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
30
Search Volume
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
31
Understanding Google Trends Demand
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
32
Understanding Google Trends Demand
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
33
Search Trends
Source Google Trends
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
34
Obama Effect
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
35
Examining Global Challenges by Region
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
36
Search Trends ndash Popular Language
Source Americagov
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
37
Additional Search Volume Resources
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
38
Intro to Meta Data
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
39
Finding Meta Data
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
40
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
41
Generic Title Tags
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
42
Meta Page Descriptions
1 Meta Description in Web Page HTML (View gt Source in a Browser)
2 Meta Page Description in Search Results
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
43
Why Meta Descriptions Matter
Source Eyetrack 3
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
44
Dynamic Meta Page Descriptions
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
45
Spying through Meta Keywords
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
46
Press Release Search Engine Optimization
By SEO-PR
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
47
Online Newsroom Search Engine Optimization
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
48
PDF Search Engine Optimization
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
49
Flash Search Engine Optimization
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
50
Exercise Launch a Blog
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
51
Exercise Blog a Photo
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
52
Exercise Blog a Video
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
53
Exercise Blog a Google Gadget
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
54
Exercise Share This
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
55
Exercise Blog a Third Party Widget
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
56
Adding Ecommerce
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
57
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
58
Online Audio and Video
podcast
webcastdownload
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
59
Podcasts
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
60
Podcasts Defined
Types of Podcasts
bullRepurposed Electronic Media
bullPrint MSM Extensions
bullOriginally Produced
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
61
Global Podcast Audience
Wave3 Universal McCann Study 2008 [PDF]
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
62
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
63
Global Podcast Audience Growth
Wave3 Universal McCann Study 2008 [PDF]
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
64
Finding Podcasts through Show Notes
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
65
iTunes as a Podcatcher
Finding podcasts in iTunes
Submitting podcasts
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
66
Distributing Through iTunes
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
67
Podcast in iTunes
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
68
RSS 20 Feed with Enclosures
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
69
Podcast Production
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
70
Podcast Production
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
71
Podcast Production
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
72
Podcast Production
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
73
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
74
bull Recording live interviews
bull Recording phone interviews
bull Editing
bull ID3 tagging
Levelator
Podcast Production
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
75
ID3 Tagging
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
76
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio amp Video Syndication
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
77
Promoting Podcasts Signature Blocks
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
78
Promotion Podcasts Email Marketing
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
79
Promotion Podcasts iPhone Apps
Source wwwisitesus
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
80
Promoting Podcasts PNRs
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
81
Promoting Podcasts SEOed Press Release
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
82
Promoting Podcasts Industry Awards
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
83
Integrate Flash Streaming
Use Flash Streaming Strategically
Consider Offering a ldquoBest of Episoderdquo
Implementation Recommendations
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
84
Who is Podcasting
Who is Podcasting Case Study
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
85
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
Other
35056488
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
86
Case Study APM Music
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
87
Case Study APM Music
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
88
Case Study APM Music
Blues
13160992
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
89
Case Study APM Music
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
90
Case Study Starbucks
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
91
Case Study Starbucks
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
92
Online Video Reach and Frequency in the US
bull More than 170 million US Internet users watched online video during the month
bull 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 US
bull More than 170 million viewers watched an average of 182 videos per viewer during the month of November
source comScore
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
93
Online Video Audience by Brand
Source Nielsen Online [PDF]
Source On the RecordhellipOnline
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
94
YouTube Community Mapping
Online Influencer
ldquoEarly Childhood Educationrdquo community members
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
95
Shooting Video Streaming Gear
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
96
Shooting Video Flip
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
97
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
98
Direct to Consumers
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
99
Online Video Internal Communications
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
100
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
101
Online Video InternalExternal Communications
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
102
Online Video Marie Digby
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
103
Online Video Marie Digby
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
104
Online Video Marie Digby
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
105
Blog Response Marie Digby
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
106
Blog Comments Marie Digby
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
107
bull Deliver on the needs of an underserved audience
bull Give listeners something they canrsquot get else where
bullNews content vs feature content
bull More controlledone-way channel
bull Credibility and third-party validation
bull Efficiency by leverage existing asset
bull RSS is Relationship-based Downloads are not
bull May not be well suited for breaking news
Audio and Video Strategic Recap
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
108
Social Networking
Image by Luc Legay
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
109
Global Social Networking Penetration
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
110
Global Social Networking by Brand
Source Vincorsquos Blog
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
111
Global Social Networking Usage
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
112
Social Networking 101
bull Profiles
Personal vs professional Profiles pics
bull Connections
Friends followers contacts Community mapping
bull Conversations
Posts comments ratings status updates Seizing the moment via keywords and search
bull Syndication
Facebook and Twitter Mobile Apps
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
113
US Social Networking by Brand
bullFacebook 78
bullMySpace 42
bullLinkedin 17
bullTwitter 10
Source httpwwwconsumerinternetbarometerus
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
114
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
115
Social Networking Facebook
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
116
Facebook Apps
Facebook Apps Option
Raise Money on Facebook
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
117
Facebook Apps Social Impact of Causes
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
118
Facebook Apps Donation as Social Object
Causes makes it easy for me to share my contributions with
my friends
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
119
Widgets
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
120
Social Networking Custom URLs
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
121
Social Networking Facebook Company Pages
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
122
Case Study Nestlersquos Streisand Effect
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
123
Social Networking MySpace
Back End Front End
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
124
Social Networking Linked In
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
125
Social Networking Linked In Groups
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
126
Social Networking Object-Oriented
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
127
Social Networking White Label Platforms
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
128
Social Networking Platform
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
129
Social Networking Case Study SAP
About the SAP Community Network
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
130
Value of Social Networking to Individuals
ExcerptsbullEach little update mdash each individual bit of social information mdash is insignificant on its own even supremely mundane But taken together over time the little snippets coalesce into a surprisingly sophisticated portrait of your friendsrsquo and family membersrsquo lives like thousands of dots making a pointillist painting
bullMerely looking at a strangerrsquos Twitter or Facebook feed isnrsquot 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 itrsquos a novel
bullFor them participation isnrsquot optional If you donrsquot dive in other people will define who you are So you constantly stream your pictures your thoughts your relationship status and what yoursquore doing mdash right now mdash if only to ensure the virtual version of you is accurate or at least the one you want to present to the world
bullldquoIf anything itrsquos identity-constraining nowrdquo Tufekci told me ldquoYou canrsquot play with your identity if your audience is always checking up on you
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
131
Value of Social Networks to Organizations
bull Promote peer to peer communications
bull Conduct edgework
bull Improve performance
bull Educate customers partners and employees
bull Shorten time to market
bull Respond faster to change
bull Lower COGS
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
132
Social Networking Strategic Decisions
bull Edgework
Tap influencers Internal vs External Influencers Diversity
bull 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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
133
Social Networking Strategic Decisions (contrsquod)
bull Policy Guidelines
Practical and reasonable Specificity tailored to sophistication of members
bull Branded vs Unbranded
Addressable market and potential community size Cost staffing legal and process Working through associations or industry
consortiums
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
134
What Makes a Good Community Manager
bull Knowledgeable
bull Positive
bull Supportive
bull Tolerant
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
135
Recommended Reading
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
136
On the RecordhellipOnline
wwwontherecordpodcastcom
137
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
137
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