NYC Sept 24 2010

Eric Schwartzman

Social Media Master Class

2

Housekeeping

bull Breaks and Lunch

bull Guest Speaker Matt Snodgrass

bull Handouts are Digital

3

Agenda

bull SEO Deep Dive

bull Audio Video and Streaming Production

bull Content Syndication Tools and Strategies

bull Analytics Deep Dive with Matt Snodgrass

bull Mobile Social Networking

bull Strategic Recap

bull Podcast Release and Social Media Promotion

4

SEO vs Facebook for Decision Making

Google helps us build a short list

Increasingly Facebook helps us decide which one to buy

5

Keyword Discovery Exercise Related Search

6

Keyword Discovery Exercise Search Volume

7

Keyword Discovery Exercise Competition

8

Keyword Discovery Exercise Competition

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

2

Housekeeping

bull Breaks and Lunch

bull Guest Speaker Matt Snodgrass

bull Handouts are Digital

3

Agenda

bull SEO Deep Dive

bull Audio Video and Streaming Production

bull Content Syndication Tools and Strategies

bull Analytics Deep Dive with Matt Snodgrass

bull Mobile Social Networking

bull Strategic Recap

bull Podcast Release and Social Media Promotion

4

SEO vs Facebook for Decision Making

Google helps us build a short list

Increasingly Facebook helps us decide which one to buy

5

Keyword Discovery Exercise Related Search

6

Keyword Discovery Exercise Search Volume

7

Keyword Discovery Exercise Competition

8

Keyword Discovery Exercise Competition

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

3

Agenda

bull SEO Deep Dive

bull Audio Video and Streaming Production

bull Content Syndication Tools and Strategies

bull Analytics Deep Dive with Matt Snodgrass

bull Mobile Social Networking

bull Strategic Recap

bull Podcast Release and Social Media Promotion

4

SEO vs Facebook for Decision Making

Google helps us build a short list

Increasingly Facebook helps us decide which one to buy

5

Keyword Discovery Exercise Related Search

6

Keyword Discovery Exercise Search Volume

7

Keyword Discovery Exercise Competition

8

Keyword Discovery Exercise Competition

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

4

SEO vs Facebook for Decision Making

Google helps us build a short list

Increasingly Facebook helps us decide which one to buy

5

Keyword Discovery Exercise Related Search

6

Keyword Discovery Exercise Search Volume

7

Keyword Discovery Exercise Competition

8

Keyword Discovery Exercise Competition

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

5

Keyword Discovery Exercise Related Search

6

Keyword Discovery Exercise Search Volume

7

Keyword Discovery Exercise Competition

8

Keyword Discovery Exercise Competition

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

6

Keyword Discovery Exercise Search Volume

7

Keyword Discovery Exercise Competition

8

Keyword Discovery Exercise Competition

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

7

Keyword Discovery Exercise Competition

8

Keyword Discovery Exercise Competition

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

8

Keyword Discovery Exercise Competition

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

9

Keyword Discovery Exercise Competition

10

Listing on Google Local

10

Listing on Google Local

11

Rankings on Google Local

12

Keyword Discovery Exercise 10th Position

13

Keyword Discovery Exercise Page Rank Widget

14

Keyword Discovery Exercise Inbounds

15

Keyword Discovery Exercise Add a Modifier

16

Keyword Discovery Exercise Meta Data

17

Keyword Discovery Exercise Volume

18

Keyword Discovery Exercise Keyword Selection

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

12

Keyword Discovery Exercise 10th Position

13

Keyword Discovery Exercise Page Rank Widget

14

Keyword Discovery Exercise Inbounds

15

Keyword Discovery Exercise Add a Modifier

16

Keyword Discovery Exercise Meta Data

17

Keyword Discovery Exercise Volume

18

Keyword Discovery Exercise Keyword Selection

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

13

Keyword Discovery Exercise Page Rank Widget

14

Keyword Discovery Exercise Inbounds

15

Keyword Discovery Exercise Add a Modifier

16

Keyword Discovery Exercise Meta Data

17

Keyword Discovery Exercise Volume

18

Keyword Discovery Exercise Keyword Selection

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

14

Keyword Discovery Exercise Inbounds

15

Keyword Discovery Exercise Add a Modifier

16

Keyword Discovery Exercise Meta Data

17

Keyword Discovery Exercise Volume

18

Keyword Discovery Exercise Keyword Selection

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

15

Keyword Discovery Exercise Add a Modifier

16

Keyword Discovery Exercise Meta Data

17

Keyword Discovery Exercise Volume

18

Keyword Discovery Exercise Keyword Selection

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

16

Keyword Discovery Exercise Meta Data

17

Keyword Discovery Exercise Volume

18

Keyword Discovery Exercise Keyword Selection

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

17

Keyword Discovery Exercise Volume

18

Keyword Discovery Exercise Keyword Selection

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

18

Keyword Discovery Exercise Keyword Selection

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

19

Case Study Press Release SEO

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

20

SEOed Press Release

21

SEOed Press Release

22

SEOed Landing Page

21

SEOed Press Release

22

SEOed Landing Page

22

SEOed Landing Page

23

Press Release SEO

1) Discovery and validate keywords or keyword clusters

2) Use keywords in headline and in the first 250 words

3) Link keywords to an SEOed landing page on your website

4) Write an original title page and meta page description

5) Repeat steps 1-4 on a landing page on your site

6) Upload press release to your online news room

7) Distribute the release on a newswire

8) Blog Tweet Linkedin and Facebook the news

9) Send pitches to relevant journalists and bloggers

10) Monitor and analyze traffic on landing page

24

Step 1 Search a Potential Keyword

Search the keyword you think may be applicable and examine the meta keywords of the top 5 results

25

Step 1 Keyword Discovery Tools

1 Search Engines

2 Meta Keywords

3 Density Analyzer

4 Yahoo Site Explorer

5 Google Insights

6 Trellian

7 Google External Keywords Tool

25

Step 1 Keyword Discovery Tools

1 Search Engines

2 Meta Keywords

3 Density Analyzer

4 Yahoo Site Explorer

5 Google Insights

6 Trellian

7 Google External Keywords Tool

26

Step 1 Review Meta Keywords of Top-Ranked Sites

27

Step 1 No Meta Data Analyze Density

28

Step 1 Broaden Your View with Adwords

If some of the keywords in the meta keywords field seem relevant repeat step one with those newer keywords And try running the top listed sites through Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one

29

Step 1 Evaluate Inbounds on Yahoo Site Explorer

Check the inbound links of the top ranked sites when you search your intended keywords using Yahoo Site Explorer Look to see if they are drawing rank from inbounds to their sites from high profile domains or from edu or gov domains

30

Step 1 Number of Inbound Links

Also in Yahoo Site Explorer evaluate whether or not you think you can collect more inbounds for your press release Ask yourself ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo

31

bull Company

bull Services

bull Professional

bull Best

bull Top

bull Leading

bull Internet

bull Organization

bull Marketing

bull Business

bull Solution

bull Online

bull City Name

bull Surrounding Suburbs

bull State (including abbreviations NYC IL FL WA etc)

bull County Name

B2B Modifiers

bull RFP

bull RFI

bull Bid

bull quote

bull Rates

bull Pricing

bull Deals

bull Affordable

bull Offers

bull Packages

bull Quality

bull Cheap

Step 1 Too Competitive Add Modifiers

32

Step 1 Compare Volume in Google Trends

Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular

32

Step 1 Compare Volume in Google Trends

Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular

33

Step 1 No Volume Try Keyword Discovery

34

Step 1 Prefer Clusters or Want More Ideas

35

Step 1 Select your Keywords

Narrow down your list to three keywords picking one high volume term one medium volume term and one low volume If yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be

36

Step 1 Strategic Keyword Selection

37

Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it

Step 2 Use the Keywords in the Release

38

Step 3 Anchor Link Keywords to Landing Page

The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines

lta href=httpwwwwikipediaorggtWikipedialtagt

Poor hyperlink usage

Today our president abstained from ratifying the North American Free Trade Agreement To know more click here

A better way of linking that keyword would be

Today our president abstained from ratifying the North American Free Trade Agreement

36

Step 1 Strategic Keyword Selection

37

Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it

Step 2 Use the Keywords in the Release

38

Step 3 Anchor Link Keywords to Landing Page

The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines

lta href=httpwwwwikipediaorggtWikipedialtagt

Poor hyperlink usage

Today our president abstained from ratifying the North American Free Trade Agreement To know more click here

A better way of linking that keyword would be

Today our president abstained from ratifying the North American Free Trade Agreement

37

Use your keywords in the copy of your press release Use them if possible in the headline sub-headline and at least the first 250 words of the release but strive for readability over repetition If it reads like yoursquore keyword stuffing yoursquove overdone it

Step 2 Use the Keywords in the Release

38

Step 3 Anchor Link Keywords to Landing Page

The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines

lta href=httpwwwwikipediaorggtWikipedialtagt

Poor hyperlink usage

Today our president abstained from ratifying the North American Free Trade Agreement To know more click here

A better way of linking that keyword would be

Today our president abstained from ratifying the North American Free Trade Agreement

38

Step 3 Anchor Link Keywords to Landing Page

The anchor text or link label is the visible clickable text in a hyperlink The words contained in the Anchor text can determine the ranking that page will receive by search engines

lta href=httpwwwwikipediaorggtWikipedialtagt

Poor hyperlink usage

Today our president abstained from ratifying the North American Free Trade Agreement To know more click here

A better way of linking that keyword would be

Today our president abstained from ratifying the North American Free Trade Agreement

39

Step 3 Embed Tracking Links

Link at least one instance of each of your three keywords to the web page your trying to search engine optimize This will a separate page from the actual press release itself and should also be optimized for the same keywords It cannot be duplicate content It must be different even if only slightly so Hyperlink the keywords and a trackable link shortening service like wwwbitly so you can see how many times they keywords get clicked and whether or not people were referred to your target web page from your press release which could wind getting picked and posted to other websites

40

Step 3 Other Link Shorteners

41

Recap Citation Indexing

SEOed Press

Release

SEOed Site Landing

Page

Blog Hit

News Hit

Online Newsroom

PR

PR

PR

PR

PR

Wiki

42

Step 4 Create Meta Data

43

Create Original Meta Data

44

Finding Meta Data

45

Generic Title Tags

46

Dynamic Meta Page Descriptions

47

Spying through Meta Keywords

48

Step 4 Where Title Tags Appear

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

42

Step 4 Create Meta Data

43

Create Original Meta Data

44

Finding Meta Data

45

Generic Title Tags

46

Dynamic Meta Page Descriptions

47

Spying through Meta Keywords

48

Step 4 Where Title Tags Appear

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

43

Create Original Meta Data

44

Finding Meta Data

45

Generic Title Tags

46

Dynamic Meta Page Descriptions

47

Spying through Meta Keywords

48

Step 4 Where Title Tags Appear

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

44

Finding Meta Data

45

Generic Title Tags

46

Dynamic Meta Page Descriptions

47

Spying through Meta Keywords

48

Step 4 Where Title Tags Appear

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

45

Generic Title Tags

46

Dynamic Meta Page Descriptions

47

Spying through Meta Keywords

48

Step 4 Where Title Tags Appear

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

46

Dynamic Meta Page Descriptions

47

Spying through Meta Keywords

48

Step 4 Where Title Tags Appear

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

47

Spying through Meta Keywords

48

Step 4 Where Title Tags Appear

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

48

Step 4 Where Title Tags Appear

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

49

Step 4 Where Meta Page Descriptions Appear

50

Step 4 Example of Release wo Title Tags

50

Step 4 Example of Release wo Title Tags

51

Step 4 Example of Release wo Meta Page Descriptions

52

Step 4 Example of Release wDynamic Meta Content

53

Recap Why Meta Page Descriptions Matter

Source Eyetrack 3

54

Step 5 Target Your Release to a Landing Page

55

Step 5 Distribute the Release

55

Step 5 Distribute the Release

56

Step 5 Newswire Options

1 httpwwwprwebcom

2 httpwwwprleapcom

3 httpi-newswirecom

4 httpwwwwebwirecom

5 httpwwwpressboxcouk

6 httpwww24-7pressreleasecom

7 httpwwwclickpresscom

8 httpwwwprzoomcom

9 httpwwwprcom

10 httpwwwmarketwirecom

11 httpwwwprnewswirecom

12 httpwwwbusinesswirecom

Source Online Marketing Blog

57

Step 5 Free Newswires Options

Search Engine Friendly

The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk

httpwwwi-newswirecomhttpwwwprleapcom

Losers no backlinks if you donrsquot payhttpexpress-press-releasecom

httpwwwfree-press-releasecomhttpwwwprfreecom

Ease of Use

Winners (direct submission)httpwwwclick2newsitescom

httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk

Losershttpwwwpr9net lt-requires different

account registration for different company press submission

Site Readability

Winnershttpwwwprwebcomhttpwwwprleapcom

Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom

httpwwwprfreecom

Source Cheng Soon

58

Step 6 Blog the News

59

Step 7 Get Inbound Links

59

Step 7 Get Inbound Links

60

Step 8 Watch for Traffic Sources from Shortened URLs

1 Embed tracking codes in the links from the release to the landing page

2 Monitor the web analytics of the site the press release links to for referral traffic sources

3 Setup Google alerts to monitor when the release gets picked up

4 Monitor blog search engines like Google blog search

5 Monitor standard search engines for pickups and links

6 Track conversions from press release landing pages

Source Top Rank Marketing Blog

61

Press Release Search Engine Optimization

By SEO-PR

62

Issues for Public Companies

63

Websites as Newswires

On the RecordhellipOnline

62

Issues for Public Companies

63

Websites as Newswires

On the RecordhellipOnline

63

Websites as Newswires

On the RecordhellipOnline

64

JPEGS amp Political Incorrectness

65

Search Trends ndash Popular Language

Source Americagov

66

Review Press Release SEO

1) Discovery and validate keywords or keyword clusters

2) Use keywords in headline and in the first 250 words at least

3) Link keywords to an SEOed landing page on your website

4) Write an original title page and meta page description

5) Distribute your release

6) Blog and share the news with your online social network

7) Get inbounds links

8) Monitor and analyze incoming traffic to landing page

67

Podcast Production

68

Audacity Demo

69

CVideo Flip

67

Podcast Production

68

Audacity Demo

69

CVideo Flip

68

Audacity Demo

69

CVideo Flip

69

CVideo Flip

70

Canned Video Production HD Portable Rig

Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700

Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere

71

Video Editing Software ndash Windows Movie Maker

72

Video Editing Software Demo ndash iMovie

73

Live Video Production Streaming via Firewire

Manfrotto 756XB MDEVE Aluminium Video Tripod

Firewire 800 to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $300

Firewire 400 6-pin to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $3000

74

Live Streaming Video Demo

71

Video Editing Software ndash Windows Movie Maker

72

Video Editing Software Demo ndash iMovie

73

Live Video Production Streaming via Firewire

Manfrotto 756XB MDEVE Aluminium Video Tripod

Firewire 800 to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $300

Firewire 400 6-pin to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $3000

74

Live Streaming Video Demo

72

Video Editing Software Demo ndash iMovie

73

Live Video Production Streaming via Firewire

Manfrotto 756XB MDEVE Aluminium Video Tripod

Firewire 800 to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $300

Firewire 400 6-pin to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $3000

74

Live Streaming Video Demo

73

Live Video Production Streaming via Firewire

Manfrotto 756XB MDEVE Aluminium Video Tripod

Firewire 800 to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $300

Firewire 400 6-pin to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $3000

74

Live Streaming Video Demo

74

Live Streaming Video Demo

75

Lunch Break

76

Content Strategy Building Social Capital

77

Syndication friendfeed

78

Syndication friendfeed

User Names amp Passwords Go Here

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication friendfeed

Syndicate Activity to Twitter

82

Syndication friendfeed

83

Syndication friendfeed

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

77

Syndication friendfeed

78

Syndication friendfeed

User Names amp Passwords Go Here

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication friendfeed

Syndicate Activity to Twitter

82

Syndication friendfeed

83

Syndication friendfeed

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

78

Syndication friendfeed

User Names amp Passwords Go Here

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication friendfeed

Syndicate Activity to Twitter

82

Syndication friendfeed

83

Syndication friendfeed

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication friendfeed

Syndicate Activity to Twitter

82

Syndication friendfeed

83

Syndication friendfeed

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

80

Syndication friendfeed

81

Syndication friendfeed

Syndicate Activity to Twitter

82

Syndication friendfeed

83

Syndication friendfeed

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

81

Syndication friendfeed

Syndicate Activity to Twitter

82

Syndication friendfeed

83

Syndication friendfeed

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

82

Syndication friendfeed

83

Syndication friendfeed

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

83

Syndication friendfeed

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

84

Syndication friendfeed

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

85

Syndication Posterous

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

86

Syndication Posterous

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

87

Syndication Comments

88

Content Strategy Curate News via Google Reader

88

Content Strategy Curate News via Google Reader

89

Content Strategy Editorialize via Google Reader

90

Syndication Facebook Social Widgets

91

Syndication Facebook ldquoLikerdquo Box

92

Syndication Twitter ldquoTweetrdquo Button

93

Syndication Twitter ldquoTweetrdquo Button

94

Syndication Twitter amp FB Widgets Installed

95

Syndication Linkedin Widgets

94

Syndication Twitter amp FB Widgets Installed

95

Syndication Linkedin Widgets

95

Syndication Linkedin Widgets

96

Content Strategy Building Social Capital

97

Content Curation Tool Google Reader

97

Content Curation Tool Google Reader

98

Content Curation Tool Gigadial

99

Content Strategy Flickr Pro

100

Content Strategy Flickr Sets

100

Content Strategy Flickr Sets

101

Content Strategy Flickr Galleries

102

Content Strategy Bookmarklet Widget

102

Content Strategy Bookmarklet Widget

103

Content Strategy Make a Widget

104

Content Strategy Facebook Profile Pages

105

Content Strategy Facebook Fan Pages

106

Content Strategy Facebook Fan Pages

105

Content Strategy Facebook Fan Pages

106

Content Strategy Facebook Fan Pages

106

Content Strategy Facebook Fan Pages

107

Mobile Social Networking

108

Mobile Social Networking

109

Mobile Social Networking

httpwwwfacebookcommobilesettingsmobile

108

Mobile Social Networking

109

Mobile Social Networking

httpwwwfacebookcommobilesettingsmobile

109

Mobile Social Networking

httpwwwfacebookcommobilesettingsmobile

110

Mobile Social Networking

111

Mobile Social Networking

112

Moblogging

113

Mobile Social Networking

114

Syndication twitpic

111

Mobile Social Networking

112

Moblogging

113

Mobile Social Networking

114

Syndication twitpic

112

Moblogging

113

Mobile Social Networking

114

Syndication twitpic

113

Mobile Social Networking

114

Syndication twitpic

114

Syndication twitpic

115

Syndication Online Video Distribution

116

Syndication Online Video Distribution

117

Syndication Online Video Distribution

118

Growth of Smartphone Apps

119

Non-Voice Cell Phone Usage

120

Cell Phone Camera Usage Among Teens

116

Syndication Online Video Distribution

117

Syndication Online Video Distribution

118

Growth of Smartphone Apps

119

Non-Voice Cell Phone Usage

120

Cell Phone Camera Usage Among Teens

117

Syndication Online Video Distribution

118

Growth of Smartphone Apps

119

Non-Voice Cell Phone Usage

120

Cell Phone Camera Usage Among Teens

118

Growth of Smartphone Apps

119

Non-Voice Cell Phone Usage

120

Cell Phone Camera Usage Among Teens

119

Non-Voice Cell Phone Usage

120

Cell Phone Camera Usage Among Teens

120

Cell Phone Camera Usage Among Teens

121

Smartphones ndash Number of Apps Installed

122

Social Networking on Smartphones

122

Social Networking on Smartphones

123

Social Networking on Smartphones

124

Social Networking on Smartphones

httpwwwubertwittercom

125

Social Networking on Smartphones

126

Social Networking on Smartphones

126

Social Networking on Smartphones

127

Social Networking on Smartphones

25 million estimated users according to TechCrunch

128

Social Networking on Smartphones

129

Social Networking on Smartphones

130

Social Networking on Smartphones

131

Social Networking on Smartphones

132

QR Codes for Smartphones

133

Risks of Syndication

134

Understanding Web Stats Low Bounce Rate Traffic

135

Understanding Web Stats Landing Pages

136

Understanding Web Stats Open Source Analytics

137

Understanding Web Stats Open Source Analytics

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

131

Social Networking on Smartphones

132

QR Codes for Smartphones

133

Risks of Syndication

134

Understanding Web Stats Low Bounce Rate Traffic

135

Understanding Web Stats Landing Pages

136

Understanding Web Stats Open Source Analytics

137

Understanding Web Stats Open Source Analytics

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

132

QR Codes for Smartphones

133

Risks of Syndication

134

Understanding Web Stats Low Bounce Rate Traffic

135

Understanding Web Stats Landing Pages

136

Understanding Web Stats Open Source Analytics

137

Understanding Web Stats Open Source Analytics

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

133

Risks of Syndication

134

Understanding Web Stats Low Bounce Rate Traffic

135

Understanding Web Stats Landing Pages

136

Understanding Web Stats Open Source Analytics

137

Understanding Web Stats Open Source Analytics

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

134

Understanding Web Stats Low Bounce Rate Traffic

135

Understanding Web Stats Landing Pages

136

Understanding Web Stats Open Source Analytics

137

Understanding Web Stats Open Source Analytics

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

135

Understanding Web Stats Landing Pages

136

Understanding Web Stats Open Source Analytics

137

Understanding Web Stats Open Source Analytics

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

136

Understanding Web Stats Open Source Analytics

137

Understanding Web Stats Open Source Analytics

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

137

Understanding Web Stats Open Source Analytics

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

138

Understanding Web Stats Open Source Analytics

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

139

Understanding Web Stats Open Source Analytics

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

140

Understanding Web Stats Open Source Analytics

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

141

Understanding Web Stats Open Source Analytics

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

142

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

143

Google Analytics Demo

144

Understanding Web Stats Refresher Tutorial

144

Understanding Web Stats Refresher Tutorial

145

Telling Quantitative Stories

bull Numerical data is considered more objective

bull Understanding numbers is a statisticianrsquos job

bull Great data visualizations tell great stories

bull Data is boring if you donrsquot know what to look for

bull Raw numbers lack meaning

bull A dataset is a bucket full of numbers

bull There are stories in that bucket

Nathan Yau Flowing Data and Mindy McAdams Data Visualization

146

Data Visualization

147

Data Visualization

148

Data Visualization

149

Data Visualization

150

Data Visualization

151

Data Visualizations Since April 07 2008

152

Indy Star Data Visualizations

153

Data Visualization Practical Challenges

154

Color Coded by Size

Outage Street Level Detail

Entergy Storm Center Maps Power Outages

155

Data Visualization Resource

156

Data Visualization Resource

157

Data Visualization - Embed Codes

158

Data Visualization - Beach Report Card

159

Data Visualization Resource

155

Data Visualization Resource

156

Data Visualization Resource

157

Data Visualization - Embed Codes

158

Data Visualization - Beach Report Card

159

Data Visualization Resource

156

Data Visualization Resource

157

Data Visualization - Embed Codes

158

Data Visualization - Beach Report Card

159

Data Visualization Resource

157

Data Visualization - Embed Codes

158

Data Visualization - Beach Report Card

159

Data Visualization Resource

158

Data Visualization - Beach Report Card

159

Data Visualization Resource

159

Data Visualization Resource

160

Telling Quantitative Stories

bull Numerical data is more objective

bull Understanding numbers is a statisticianrsquos job

bull Great data visualizations tell great stories

bull Data is boring if you donrsquot know what to look for

bull Raw numbers lack meaning

bull A dataset is a bucket full of numbers

bull There are stories in that bucket

Nathan Yau Flowing Data and Mindy McAdams Data Visualization

161

Gov 20 ndash Government as a Platform

162

Case Study Iranian Electoral Protests

3500+ Photos Uploaded in first 5 Days vs

1207 During the Same Period Last Year

163

Case Study Iranian Electoral Protests

162

Case Study Iranian Electoral Protests

3500+ Photos Uploaded in first 5 Days vs

1207 During the Same Period Last Year

163

Case Study Iranian Electoral Protests

163

Case Study Iranian Electoral Protests

164

Case Study Iranian Electoral Protests

165

Case Study Iranian Electoral Protests

166

Case Study Iranian Electoral Protests

167

Protest Sites

165

Case Study Iranian Electoral Protests

166

Case Study Iranian Electoral Protests

167

Protest Sites

166

Case Study Iranian Electoral Protests

167

Protest Sites

167

Protest Sites

168

Case Study Iranian Electoral Protests

111122 Facebook Supporters as of July 13 2009

169

Case Study Social Media Measurement

Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak

170

Social Media Infrastructure

171

Objectives

INFORMATIONAL TRANSACTIONAL SOCIAL

measured by

bull Site traffic

bull Unique visitors

bull Length of stay

bull Return visits

bull HTML Usage

measured by

bull Ecommerce

bull Registrations

bull Insite searches

bull Downloads

bull RSS Usage

measured by

bull User ratings

bull Comments

bull Interactions

bull Widget usage

172

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

169

Case Study Social Media Measurement

Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak

170

Social Media Infrastructure

171

Objectives

INFORMATIONAL TRANSACTIONAL SOCIAL

measured by

bull Site traffic

bull Unique visitors

bull Length of stay

bull Return visits

bull HTML Usage

measured by

bull Ecommerce

bull Registrations

bull Insite searches

bull Downloads

bull RSS Usage

measured by

bull User ratings

bull Comments

bull Interactions

bull Widget usage

172

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

170

Social Media Infrastructure

171

Objectives

INFORMATIONAL TRANSACTIONAL SOCIAL

measured by

bull Site traffic

bull Unique visitors

bull Length of stay

bull Return visits

bull HTML Usage

measured by

bull Ecommerce

bull Registrations

bull Insite searches

bull Downloads

bull RSS Usage

measured by

bull User ratings

bull Comments

bull Interactions

bull Widget usage

172

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

171

Objectives

INFORMATIONAL TRANSACTIONAL SOCIAL

measured by

bull Site traffic

bull Unique visitors

bull Length of stay

bull Return visits

bull HTML Usage

measured by

bull Ecommerce

bull Registrations

bull Insite searches

bull Downloads

bull RSS Usage

measured by

bull User ratings

bull Comments

bull Interactions

bull Widget usage

172

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

172

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

173

Web 20 Strategic Risks

1 CRM dependancies

2 Objectives before tools

3 Limitations of blog software

4 Conversion leaks

5 Investing time in technology

6 Unsupported technology

7 Interoperability

8 Workflow management

9 Storage

174

Infrastructure Software

Word Press Drupal Sharepoint Vignette

Pros

bull Full design control

bull No predetermined templates

bull Adaptable

bull Distinct URL

bull Community supported

bull No regular ongoing fees

Cons

bull Complex set-up

bull Bandwidth issues

bull Unpredictable support costs

bull Requires security updates

bull Significant upfront investment

174

Infrastructure Software

Word Press Drupal Sharepoint Vignette

Pros

bull Full design control

bull No predetermined templates

bull Adaptable

bull Distinct URL

bull Community supported

bull No regular ongoing fees

Cons

bull Complex set-up

bull Bandwidth issues

bull Unpredictable support costs

bull Requires security updates

bull Significant upfront investment

175

Infrastructure Cloud Computing

Salesforcecom SquareSpace

Web-based CMS

Pros

bull No clientserver software

bull Shorter deployment

bull Global availability

bull Constant upgrades

bull No IT support required

Cons

bull Ongoing commitment

bull Hosted externally

bull Fee-based

bull Fully outsourced

176

Which Platform is Right for Me

1 What are my objectives

2 Why am I trying to accomplish

3 Am I planning to communicate online indefinitely

4 Do I need to blog podcast SEO use RSS and send email

5 Am I doing this professionally or personally

6 Do I want ads or promotional material in context

7 Am I tech savvy enough to support myself

8 Can I rely on my IT resources to support me

9 Will my online communications live on my orgrsquos website

10 Do I need a distinct URL

11 Do I need regular external back-ups

12 Do I need immediate 247 support if my site goes down

177

Migrating Organizational Communications Online

ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo

ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo

David Berger Corp Comm IBM

178

Embeddable Activity Streams Google Wave

179

What Are Most Organizations Doing Now

Source 2009 Digital Readiness Report

180

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

181

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

177

Migrating Organizational Communications Online

ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo

ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo

David Berger Corp Comm IBM

178

Embeddable Activity Streams Google Wave

179

What Are Most Organizations Doing Now

Source 2009 Digital Readiness Report

180

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

181

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

178

Embeddable Activity Streams Google Wave

179

What Are Most Organizations Doing Now

Source 2009 Digital Readiness Report

180

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

181

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

179

What Are Most Organizations Doing Now

Source 2009 Digital Readiness Report

180

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

181

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

180

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

181

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

181

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