Social Media Training at AED: Day 2

Social Media Boot Camp at AED
@EricSchwartzman
Day Two – Nov. 10, 2010

4
State of Search and the Net
 3 billion – Daily Google searches processed
 1.6 billion – Worldwide online population
 230 million – American with Net access
 93% -- Americans with high-speed access
 228 million – Americans with mobile phones
Source: Googled by Ken Auletta

5
Keywords For Immediate Discovery
 Transparency expectations
 Patience thresholds
 Listen
 Anticipate
 Respond
Photo by Juandazeng

7
Objective of SEO
Leverage
Content to
Generate
Transactions

8
Optimization vs. Marketing
SEM
SEO

11
First Rule of Search Engine Optimization

12
Get Other Sites to Links to You

13
Case Study: Organic Blog Optimization

15
Case Study: Tracking Inbounds

17
Case: Fewer Inbounds, Higher Rank?

18
Case Study: Evaluating Inbounds

19
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
hit South Africa’s war on AIDS?”
Headline: “Zuma testimony sparks HIV fear”
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”

21
JPEGS & Political Incorrectness

22
Embracing Politically Unsafe, Popular Language
Source: America.gov

23
Google Instant & Google Predictions

24
Who is More Influential?
vs.

25
Step 1: Inbound Links
Source: Yahoo! Site Explorer

27
Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker

29
Social Media Engagement Strategies
Source: Vinco’s Blog

30
People Share Web Pages Most via Email
Source: Social Twist 2010 Report

31
But Web Pages Shared via Social Networks are More Visited

32
Most People Share via Facebook but Twitter Gets More Clicks

33
Best Time to Share Facebook
Sept. 20, 2010 Vitrue Study [PDF]

34
Altimeter Group’s Recent Report

36
Social Networks as ID Verification Services

38
Facebook: Privacy Settings
Select “Custom”
option to access
the “Only Me”
Setting

39
Facebook: Memorializing a Deceased Member
http://www.facebook.com/help/contact.php?show_form=deceased

40
Facebook Case Study: Greenpeace Attacks Nestle

41
Facebook Case Study: Greenpeace Attacks Nestle

42
Syndication: Facebook Social Widgets

43
Syndication: Facebook “Like” Box

44
Getting More FB “Likes”

45
Syndication: Twitter “Tweet” Button

46
Syndication: Twitter “Follow” Button

47
Syndication: Twitter “Tweet” Button

48
Syndication: Tweet, Follow & Like Widgets Installed

49
Speed of Engagement: IDF Flotilla Raid
View Count

50
Speed of Engagment: User Generated Commentary
View Count

51
Speed of Engagement: IDF Public Affairs Response
View Count

52
“The reality is you cannot operate in this environment
passively,” said David Axelrod, the president’s senior
adviser. “If you do, the coverage and events will be shaped
for you. Things that may seem like trivial distinctions can
become large problems in terms of communications unless
you’re aggressive about engaging. We didn’t create the
environment. We didn’t make the rules. But we have to live
with it.”
Speed of Engagement: White House Commentary

53
• The public has a short attention span and is resistant to
complex explanations, however logical they may be so
communicators must learn to drip their message into status
updates.
• The IDF may have completed their military operation
successfully, but the incident wound up emboldening the
cause of anti-Israel activists and prompting calls for the US
to reassess its aid to the Jewish State.
• The declassification process puts military forces at a distinct
disadvantage.
May 29 May 31 June 2 June 3 June 15
BBC (9,765) Al Jazeera (810,494) CBS (273) Young Turks (60,674) IDF PA (10,168)
Flotilla Choir (2,366,155)
NEWS PEAK COMMENTARY PEAK
Case Study: IDF Flotilla Raid Insights

54
Speed of Engagement: Most Viewed Video

55
Speed of Engagement: Lessons Learned
• Speed is relevancy
• Entertainment trumps news and information
• Linear content poses practical challenges

56
Tools for Maneuvering: Dealing with Linear Content

58
Smartphones – Number of Apps Installed

59
Social Networking on Smartphones

60
2.5 million estimated users, according to TechCrunch

61

62

63

64
QR Codes: Paper-Based Hyperlinks

66
Online Audio and Video
podcast
webcastdownload

67
Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]

68
Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]

69
Finding Podcasts through Show Notes

70
iTunes as a Podcatcher
Finding
podcasts in
iTunes
Submitting
podcasts

71
Distributing Through iTunes

73
RSS 2.0 Feed with Enclosures

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

77
Who is Podcasting?
Who is Podcasting: Case Study

78
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.
Case Study: LA Opera – B to C

80
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

82
Case Study: IDF Flotilla Raid
View Count

83
Case Study: Consumer Generated News Coverage
View Count

84
Case Study: IDF Public Affairs Response
View Count

85
“The reality is you cannot operate in this environment
passively,” said David Axelrod, the president’s senior
adviser. “If you do, the coverage and events will be shaped
for you. Things that may seem like trivial distinctions can
become large problems in terms of communications unless
you’re aggressive about engaging. We didn’t create the
environment. We didn’t make the rules. But we have to live
with it.”
Case Study: The Fall Out of 24/7 News Cycles

86
• The public has a short attention span and is resistant to
complex explanations, however logical they may be so
communicators must learn to drip their message into status
updates.
• The IDF may have completed their military operation
successfully, but the incident wound up emboldening the
cause of anti-Israel activists and prompting calls for the US
to reassess its aid to the Jewish State.
• The declassification process puts military forces at a distinct
disadvantage.
May 29 May 31 June 2 June 3 June 15
BBC (9,765) Al Jazeera (810,494) CBS (273) Young Turks (60,674) IDF PA (10,168)
Flotilla Choir (2,366,155)
NEWS PEAK COMMENTARY PEAK
Case Study: IDF Flotilla Raid Insights

87
Case Study: IDF Flotilla Raid

88
Tools for Maneuvering: Dealing with Linear Content

89
Understanding Web Stats: Low Bounce Rate Traffic

90
Understanding Web Stats: Landing Pages

91
Understanding Web Stats: Open Source Analytics

92

93

94

95

96

97
Understanding Web Stats: Taking Action
• Identify keywords with high/low bounce rates
• Build on existing strengths
• Fortify desirable keywords with relevant content
• Eliminate ineffective keywords entirely
• Evaluate landing pages for relevancy and calls to action

99
Understanding Web Stats: Refresher Tutorial

101
Facebook Measurement: SiteCatalyst

102
Facebook: Goals
Source: Facebook Presentation “Working Together to Build Social News”

103
Facebook: Results

104
Facebook: Traffic

105
Facebook: What’s Most Engaging?

106
Facebook: Reach a Younger Audience

107
Facebook: Create Timely Pages

108
Facebook: Insights

113
Facebook Case Study: Deepwater Horizon
Dealing with
High-Levels of
Feedback

114
Deepwater Horizon Online Comms Briefing

115
Social Networking Case Study: SAP
About the SAP Community Network

116
Value of Social Networks to Organizations
• Promote peer-to-peer communications
• Conduct edgework
• Improve product performance
• Educate customers, partners and employees
• Shorten sales cycles
• Respond faster to change
• Lower COGS

117
Social Networking: Strategic Decisions
• Edgework: Activating Communities
 Tap influencers
 Internal vs. External Influencers
 Diversity
• Policy Guidelines
 Are your guidelines practical and reasonable?
 Is your policy tailored to sophistication of your
potential community members?

118
Social Networking: Strategic Decisions (cont’d)
• Branded vs. Unbranded
 Addressable market and potential community
size?
 Cost, staffing, legal and process
 Working through associations or industry
consortiums
• Public vs. Private Social Networks
 Is the topic seen as a competitive
differentiator?
 Anonymous socnets get more comment spam.
 Will the discussion be forward looking?
 Will the discussion involve regulatory matters?

119
What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant

120
OnTheRecordPodcast.com
@ontherecord
facebook.com/ontherecordonline
Link in iTunes

121
My Book
ORDER AT
Amazon :: Barnes & Noble :: Borders

122
Break
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
youtube.com/spinfluencer YouTube
slideshare.net/ericschwartzman slideshare
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

Social Media Training at AED: Day 2

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