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