The document provides an overview of a social media boot camp. It discusses topics like search engine optimization, page rank, the state of search and the internet, search and reputation on social networks, keywords for discovery, secret formulas for SEO, blogging photos and videos, podcasting, online audio and video, and social networking. Case studies are presented on topics like LA Opera using podcasting, APM music on podcasting, Starbucks use of podcasting, and PSNH's use of social media. Recommendations are provided for building communities through social software.
4. 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
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26. 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”
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42. 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
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59. 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
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60. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
60
70. 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.
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77. 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 77
78. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
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79. Filtering YouTube
Use “quotes” for an exact phrase match
Sort by view count to identify most popular content
Mapping YouTube’s“Early
Childhood Education”
community
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85. 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
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93. ROI of Trust
Source: 2009 Edelman Trust Barometer
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94. 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
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97. Social Networking 101
• Profiles:
Personal vs. professional
Profiles pics
• Connections:
Friends, followers, contacts
Groups
Community mapping
• Conversations:
Posts, comments, ratings, status updates, reshares
Seizing the moment via keywords and search
• Syndication
Facebook and Twitter Mobile Apps
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105. Facebook by the Numbers
• 500 million users
• 22% of all internet users
• 11% of time spent online
• 500 billion minutes per
month
• 25 billion status updates
per month
• 70 status updates per
month, per user
Source: Mashable
105
130. Value of Facebook and Twitter 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.
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136. 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
136
137. Social Networking: Strategic Decisions
• Edgework: Activating Communuities
Tap influencers
Internal vs. External Influencers
Diversity
• 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?
137
138. Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
Are your guidelines practical and reasonable?
Is your policy tailored to sophistication of your
potential community members?
• Branded vs. Unbranded
Addressable market and potential community size?
Cost, staffing, legal and process
Working through associations or industry
consortiums
138
139. What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
139
141. Social Media Case Study: PSNH
Organizational
Communications
Twitter Destination Website YouTube &
Flickr
Customer News Media Constituents
Service
141
143. My Podcast
@ontherecord
facebook.com/ontherecordonline
search: on the record…online
143
144. My Book
PRE ORDER AT
Amazon :: Barnes & Noble :: Borders 144
145. My Contact Info
(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
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