1. New Media PR Boot Camp – Day Two
Instructor: @EricSchwartzman
2010
Day Two

2. Search Engine Optimization
2

3. State of Search and the Net
 3 billion – Daily Google searches processed
 230 million – American with Net access
 93% -- Americans with high-speed access
 228 million – Americans with mobile phones
 1.6 billion – Worldwide online population
Source: Googled by Ken Auletta
3

4. Secret Formula
4

5. Objective of SEO
Leverage
Content to
Generate
Transactions
5

6. Optimization vs. Marketing
SEM
SEO
6

7. Pro Bono SEM for 501cs
7

8. Acting Like a Publisher
Editorial and
Advertising
Content
8

9. First Rule of Search Engine Optimization
9

10. Get Other Sites to Links to You
10

11. Case Study: Organic Blog Optimization
11

12. Case Study: Inbound Links
12

13. Case Study: Tracking Inbounds
13

14. Case Study: Search Results
14

15. Case: Fewer Inbounds, Higher Rank?
15

16. Case Study: Evaluating Inbounds
16

17. Citation Indexing
SEOed Site
Landing
SEOed Page
Press
Wiki
Release
News
Hit
Blog
Hit
Online
Newsroom
PR
PR
PR
PR
PR
17

18. Three Steps to Measuring Blogger Influence
Source: Coca-Cola Conversation
18

19. Step 1: Inbound Links
Source: Yahoo! Site Explorer
19

20. Step 2: Site Rank
Source: Alexa 20

21. Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker
21

22. Additional Measurement Resources
22

23. Brief and Concise
23

24. Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP – Headlines 40 characters or less
For People For Search
Section: “Real Estate” Section: “Homes”
Section: “Scene” Section: “Lifestyle”
Section: “Taste” Section: “Food”
Headline: “Unsafe sex: Has Jacob Zuma’s rape trial Headline: “Zuma testimony sparks HIV fear”
hit South Africa’s war on AIDS?”
Headline: “Tulsa star: The life and career of much- Headline: “Obituary: Gene Pitney
loved 1960’s singer”
Headline: “It’s Chemistry Over Pedigree as Gators Headline: “Gators Cap Run with First Title”
Roll to First Title”
24

25. Keyword Discovery: Related Searches
25

26. Keyword Discovery: Wonder Wheel
26

27. Defining Global Challenges
27

28. Keyword Discovery: External Keyword Tool
28

29. Quantity vs. Quality
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30. Search Volume
30

31. Understanding Google Trends: Demand
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32. Understanding Google Trends: Demand
32

33. Search Trends
Source: Google Trends 33

34. Obama Effect?
34

35. Examining Global Challenges by Region
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36. Search Trends – Popular Language
Source: America.gov
36

37. Additional Search Volume Resources
37

38. Intro to Meta Data
38

39. Finding Meta Data
39

40. 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
40

41. Generic Title Tags
41

42. Meta Page Descriptions
1. Meta Description in Web Page HTML (View > Source in a Browser)
2. Meta Page Description in Search Results
42

43. Why Meta Descriptions Matter
Source: Eyetrack 3
43

44. Dynamic Meta Page Descriptions
44

45. Spying through Meta Keywords
45

46. Press Release Search Engine Optimization
By SEO-PR
46

47. Online Newsroom Search Engine Optimization
47

48. PDF Search Engine Optimization
48

49. Flash Search Engine Optimization
49

50. Exercise: Launch a Blog
50

51. Exercise: Blog a Photo
51

52. Exercise: Blog a Video
52

53. Exercise: Blog a Google Gadget
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54. Exercise: Share This
54

55. Exercise: Blog a Third Party Widget
55

56. Adding Ecommerce
56

57. Respecting Usability
• Ease of use
• Clarity and brevity
• Easy to read
• Can’t consume what you can’t find
• On intranet’s, usability impacts worker productivity
• 10% of design budget on usability will double site’s results
Jakob Nielsen
57

58. Online Audio and Video
podcast
download webcast
58

59. Podcasts
59

60. Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
•Originally Produced
60

61. Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]
61

62. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
62

63. Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]
63

64. Finding Podcasts through Show Notes
64

65. iTunes as a Podcatcher
Finding
podcasts in
iTunes
Submitting
podcasts
65

66. Distributing Through iTunes
66

67. Podcast in iTunes
67

68. RSS 2.0 Feed with Enclosures
68

69. Podcast Production
69

70. Podcast Production
70

71. Podcast Production
71

72. Podcast Production
72

73. Development and Production
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
73

74. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
74

75. ID3 Tagging
75

76. Audio & Video Syndication
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
76

77. Promoting Podcasts: Signature Blocks
77

78. Promotion Podcasts: Email Marketing
78

79. Promotion Podcasts: iPhone Apps
Source: www.isites.us
79

80. Promoting Podcasts: PNRs
80

81. Promoting Podcasts: SEOed Press Release
81

82. Promoting Podcasts: Industry Awards
82

83. Implementation Recommendations
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a “Best of Episode”
83

84. Who is Podcasting: Case Study
Who is Podcasting?
84

85. Case Study: LA Opera – B to C
Challenge: Help the LA Opera build stronger relationships with
its existing subscribers and attract new, younger subscribers
by giving audiences a rare, behind the scene look into one
the world’s leading opera companies.
Strategy: Told through the perspective of the director of the
company’s latest production, profile the relationships
between the incomparable creative talents collaborating and
the production process.
Results: LA Opera is the world’s first opera company to
experiment with podcasting. Placido Domingo, Anna
Netrebko and Rolando Villazon will all be featured in the first
episodes. Featured in NY Times, LA Times and Hollywood
Reporter.
85

86. Case Study: APM Music
86

87. Case Study: APM Music
87

88. Case Study: APM Music
88

89. Case Study: APM Music
89

90. Case Study: Starbucks
90

91. Case Study: Starbucks
91

92. Online Video: Reach and Frequency in the U.S.
• More than 170 million U.S.
Internet users watched
online video during the
month.
• Online video viewing
continued to reach record
levels in November with
nearly 31 billion videos
viewed during the month,
and Google Sites accounting
for 39 percent of all videos
viewed online in the U.S.
• More than 170 million
viewers watched an average
of 182 videos per viewer
during the month of
November.
source: comScore 92

93. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
93

94. YouTube: Community Mapping
Online
Influencer
“Early
Childhood
Education”
community
members
94

95. Shooting Video: Streaming Gear
95

96. Shooting Video: Flip
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97. Shooting Video: HD Portable Gear
Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Sennheiser Camcorder Wireless Body-pack
Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
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98. Direct to Consumers
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99. Online Video: Internal Communications
99

100. Naked Conversations
“Formality suppresses dialogue; informality
encourages it. Formal conversations and
presentations leave little room for debate. They
suggest that everything is scripted and
predetermined. Informal dialogue is open. It
invites questions, encourages spontaneity and
critical thinking...Informality gets the truth out. It
surfaces out-of-the-box ideas -- the ideas that may
seem absurd at first hearing but that create
breakthroughs.“
-Larry Bossidy, CEO, Honeywell
100

101. Online Video: Internal/External Communications
101

102. Online Video: Marie Digby
102

103. Online Video: Marie Digby
103

104. Online Video: Marie Digby
104

105. Blog Response: Marie Digby
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106. Blog Comments: Marie Digby
106

107. Audio and Video: Strategic Recap
• Deliver on the needs of an underserved audience
• Give listeners something they can’t get else where
•News content vs. feature content
• More controlled/one-way channel
• Credibility and third-party validation
• Efficiency by leverage existing asset
• RSS is Relationship-based. Downloads are not.
• May not be well suited for breaking news
107

108. Social Networking
Image by: Luc Legay
108

109. Global Social Networking Penetration
109

110. Global Social Networking by Brand
Source: Vinco’s Blog
110

111. Global Social Networking Usage
111

112. Social Networking 101
• Profiles:
 Personal vs. professional
 Profiles pics
• Connections:
 Friends, followers, contacts
 Community mapping
• Conversations:
 Posts, comments, ratings, status updates
 Seizing the moment via keywords and search
• Syndication
 Facebook and Twitter Mobile Apps
112

113. US Social Networking by Brand
• Facebook 78%
• MySpace 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
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114. Facebook by the Numbers
• 12x growth since opening to
nonstudents in Sept. 2006
• 20m minutes spent in March 2008
• 6.4b minutes spent prior year
• Between 30m and 35m users
• Microsoft paid $240m for 1.6%, $15b
value
• $145m ad revenue in 2007
• MySpace had $510m in ad revenue in
2007
• $0.15 CPM vs. $13 CPM at Yahoo!
Fortune Magazine, May 26, 2008
Source: Inside Facebook
114

115. Social Networking: Facebook
115

116. Facebook Apps
Raise Money
on Facebook
Facebook Apps
Option
116

117. Facebook Apps: Social Impact of Causes
117

118. Facebook Apps: Donation as Social Object
Causes makes it easy
for me to share my
contributions with
my friends
118

119. Widgets
119

120. Social Networking: Custom URLs
120

121. Social Networking: Facebook Company Pages
121

122. Case Study: Nestle’s Streisand Effect
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123. Social Networking: MySpace
Back End Front End
123

124. Social Networking: Linked In
124

125. Social Networking: Linked In Groups
125

126. Social Networking: Object-Oriented
126

127. Social Networking: White Label Platforms
127

128. Social Networking Platform
128

129. Social Networking Case Study: SAP
About the SAP Community Network
129

130. Value of Social Networking to Individuals
Excerpts:
•Each little update — each individual bit of social information — is insignificant on its
own, even supremely mundane. But taken together, over time, the little snippets
coalesce into a surprisingly sophisticated portrait of your friends’ and family members’
lives, like thousands of dots making a pointillist painting.
•Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it
seems like blather. Follow it for a day, though, and it begins to feel like a short story;
follow it for a month, and it’s a novel.
•For them, participation isn’t optional. If you don’t dive in, other people will define who
you are. So you constantly stream your pictures, your thoughts, your relationship
status and what you’re doing — right now! — if only to ensure the virtual version of you
is accurate, or at least the one you want to present to the world.
•“If anything, it’s identity-constraining now,” Tufekci told me. “You can’t play with your
identity if your audience is always checking up on you.
130

131. Value of Social Networks to Organizations
• Promote peer to peer communications
• Conduct edgework
• Improve performance
• Educate customers, partners and employees
• Shorten time to market
• Respond faster to change
• Lower COGS
131

132. Social Networking: Strategic Decisions
• Edgework
 Tap influencers
 Internal vs. External Influencers
 Diversity
• Public vs. Private
 Is the topic of discussion a differentiator?
 Could exclusivity help with your edgework?
 Will the discussion be forward looking?
 Will the discussion involve regulatory matters?
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133. Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
 Practical and reasonable
 Specificity tailored to sophistication of members
• Branded vs. Unbranded
 Addressable market and potential community size?
 Cost, staffing, legal and process
 Working through associations or industry
consortiums
133

134. What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
134

135. Recommended Reading
135

136. On the Record…Online
www.ontherecordpodcast.com 136

137. Contact Info
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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