1. Social Media Boot Camp
@EricSchwartzman
Day Two – Sept. 23, 2010

2. 2
Search Engine Optimization

3. 3
Page Rank is the New PR

4. 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

5. 5
Search and Reputation

6. 6
SNS Users and Identity

7. 7
Privacy Concerns are Declining

8. 8
Reputation Management on Social Networks

9. 9
Keywords For Immediate Discovery
 Transparency expectations
 Patience thresholds
 Listen
 Anticipate
 Respond
Photo by Juandazeng

10. 10
Secret Formula

11. 11
Objective of SEO
Leverage
Content to
Generate
Transactions

12. 12
Google Instant

13. 13
Optimization vs. Marketing
SEM
SEO

14. 14
This isn’t SEO

15. 15
This is SEO

16. 16
Pro Bono SEM for 501cs

17. 17
Acting Like a Publisher
Editorial and
Advertising
Content

18. 18
First Rule of Search Engine Optimization

19. 19
Get Other Sites to Links to You

20. 20
Case Study: Organic Blog Optimization

21. 21
Case Study: Inbound Links

22. 22
Case Study: Tracking Inbounds

23. 23
Case Study: Search Results

24. 24
Case: Fewer Inbounds, Higher Rank?

25. 25
Case Study: Evaluating Inbounds

26. 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
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‖

27. 27
Brief and Concise

28. 28
Who is More Influential?
vs.

29. 29
Step 1: Inbound Links
Source: Yahoo! Site Explorer

30. 30
Step 2: Site Rank
Source: Alexa

31. 31
Step 3: Conversation Starters
Source: Blogpulse Conversation Tracker

32. 32
Step 4: Traffic

33. 33
PDF Search Engine Optimization

34. 34
Flash Search Engine Optimization

35. 35
Break

36. 36
Exercise: Launch a Blog

37. 37
Exercise: Blog a Photo

38. 38
Exercise: Blog a Video

39. 39
Exercise: Blog a Google Gadget

40. 40
Exercise: Blog a Third Party Widget

41. 41
Adding Ecommerce

42. 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

43. 43
Lunch

44. 44
Online Audio and Video
podcast
webcastdownload

45. 45
Podcasts

46. 46
Podcasts Defined
Types of Podcasts:
•Repurposed Electronic Media
•Print MSM Extensions
•Originally Produced

47. 47
Global Podcast Audience
Wave.3 Universal McCann Study 2008 [PDF]

48. 48
Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]

49. 49
Global Podcast Audience Growth
Wave.3 Universal McCann Study 2008 [PDF]

50. 50
Finding Podcasts through Show Notes

51. 51
iTunes as a Podcatcher
Finding
podcasts in
iTunes
Submitting
podcasts

52. 52
Distributing Through iTunes

53. 53
Podcast in iTunes

54. 54
RSS 2.0 Feed with Enclosures

55. 55
Podcast Production

56. 56
Podcast Production

57. 57
Podcast Production

58. 58
Podcast Production

59. 59
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
Development and Production

60. 60
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
Podcast Production

61. 61
ID3 Tagging

62. 62
RSS enabling podcasts
Blogging podcasts
Promoting RSS feeds
Measuring your impact
Putting podcasts in perspective
Audio & Video Syndication

63. 63
Promoting Podcasts: Signature Blocks

64. 64
Promotion Podcasts: Email Marketing

65. 65
Promoting Podcasts: PNRs

66. 66
Promoting Podcasts: SEOed Press Release

67. 67
Promoting Podcasts: Industry Awards

68. 68
 Integrate Flash Streaming
 Use Flash Streaming Strategically
 Consider Offering a ―Best of Episode‖
Implementation Recommendations

69. 69
Who is Podcasting?
Who is Podcasting: Case Study

70. 70
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

71. 71
Case Study: APM Music

72. 72
Case Study: APM Music

73. 73
Case Study: APM Music

74. 74
Case Study: APM Music

75. 75
Case Study: Starbucks

76. 76
Case Study: Starbucks

77. 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

78. 78
Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online

79. 79
Filtering YouTube
Sort by view count to identify most popular content
Use “quotes” for an exact phrase match
Mapping YouTube’s“Early
Childhood Education”
community

80. 80
YouTube: Community Mapping
Online
Influencer
“Early
Childhood
Education”
community
members

81. 81
Shooting Video: Streaming Gear

82. 82
Shooting Video: Flip

83. 83
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

84. 84
Online Video: Internal Communications

85. 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

86. 86
Online Video: Internal/External Communications

87. 87
Online Video: Marie Digby

88. 88
Online Video: Marie Digby

89. 89
Online Video: Marie Digby

90. 90
Blog Response: Marie Digby

91. 91
Blog Comments: Marie Digby

92. 92
Does Trust Matter?

93. 93
ROI of Trust
Source: 2009 Edelman Trust Barometer

94. 94
• 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
Audio and Video: Strategic Recap

95. 95
Break

96. 96
Social Networking
Image by: Luc Legay

97. 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

98. 98
Time Spent on Email Declines
Source: Nielsen

99. 99
Twitter, FB & Email: Purchase & Recommendation Intent

100. 100
World Map of Social Networks
Source: Vinco’s Blog

101. 101
Social Networking Demographics

102. 102
US Social Network Ad Spending

103. 103
US Social Network Ad Spending

104. 104
Facebook vs. Google

105. 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

106. 106
Social Networking: Facebook

107. 107
Facebook Apps: Social Impact of Causes

108. 108
Facebook Apps: Donation as Social Object
Causes makes it easy
for me to share my
contributions with
my friends

109. 109
Facebook: Custom URLs

110. 110
Facebook: Building Your Network

111. 111
Facebook: Building Your Network

112. 112
Facebook: Building Your Network

113. 113
Facebook: Privacy Settings

114. 114
Facebook: Privacy Settings
Select “Custom”
option to access
the “Only Me”
Setting

115. 115
Facebook: Memorializing a Deceased Member
http://www.facebook.com/help/contact.php?show_form=deceased

116. 116
Facebook Page Wall Settings

117. 117
Facebook Page Wall Settings

118. 118
Exercise: Facebook Page & Custom Tabs

119. 119
Best Time to Facebook
Sept. 20, 2010 Vitrue Study [PDF]

120. 120
Altimeter Group’s Recent Report

121. 121
Building Community through Software

122. 122
Most Trusted ID Verification Services

123. 123
Filtering Facebook

124. 124
Facebook Case Study: Greenpeace Attacks Nestle

125. 125
Facebook Case Study: Greenpeace Attacks Nestle

126. 126
Facebook Case Study: Deepwater Horizon
Dealing with
High-Levels of
Feedback

127. 127
Deepwater Horizon Online Comms Briefing

128. 128
Facebook Measurement

129. 129
Facebook Measurement: SiteCatalyst

130. 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.

131. 131
Social Networking: MySpace
Back End Front End

132. 132
Social Networking: Linked In

133. 133
Social Networking: Linked In Groups

134. 134
Social Networking: Object-Oriented

135. 135
Social Networking Case Study: SAP
About the SAP Community Network

136. 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

137. 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?

138. 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

139. 139
What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant

140. 140
PSNH Case Study: Process Detail

141. 141
Organizational
Communications
Destination WebsiteTwitter YouTube &
Flickr
News Media ConstituentsCustomer
Service
Social Media Case Study: PSNH

142. 142
Recommended Reading

143. 143
My Podcast
@ontherecord
facebook.com/ontherecordonline
search: on the record…online

144. 144
My Book
PRE ORDER AT
Amazon :: Barnes & Noble :: Borders

145. 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
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