Social Media Master Class presented in NYC at PRSA HQ on Sept. 24, 2010.

1. Social Media Master Class
NYC, Sept. 24, 2010
Eric Schwartzman

2. Housekeeping
• Breaks and Lunch
• Guest Speaker: Matt Snodgrass
• Handouts are Digital
2

3. Agenda
• SEO Deep Dive
• Audio, Video and Streaming Production
• Content Syndication Tools and Strategies
• Analytics Deep Dive with Matt Snodgrass
• Mobile Social Networking
• Strategic Recap
• Podcast Release and Social Media Promotion
3

4. SEO vs. Facebook for Decision Making
Google helps us
build a short list
Increasingly, Facebook
helps us decide which
one to buy
4

5. Keyword Discovery Exercise: Related Search
5

6. Keyword Discovery Exercise: Search Volume
6

7. Keyword Discovery Exercise: Competition
7

8. Keyword Discovery Exercise: Competition
8

9. Keyword Discovery Exercise: Competition
9

10. Listing on Google Local
10

11. Rankings on Google Local
11

12. Keyword Discovery Exercise: 10th Position
12

13. Keyword Discovery Exercise: Page Rank Widget
13

14. Keyword Discovery Exercise: Inbounds
14

15. Keyword Discovery Exercise: Add a Modifier
15

16. Keyword Discovery Exercise: Meta Data
16

17. Keyword Discovery Exercise: Volume
17

18. Keyword Discovery Exercise: Keyword Selection
18

19. Case Study: Press Release SEO
19

20. SEOed Press Release
20

21. SEOed Press Release
21

22. SEOed Landing Page
22

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
23

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. 24

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

26. Step 1: Review Meta Keywords of Top-Ranked Sites
26

27. Step 1: No Meta Data? Analyze Density
27

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 Google’s External
Keyword tool. If new keywords surface that seem relevant, repeat step one. 28

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. 29

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, “Is my press release more
relevant than the websites currently coming up first
when I search my intended keywords?”
30

31. Step 1: Too Competitive? Add Modifiers.
• Company • Rates • City Name
• Services • Pricing • Surrounding Suburbs
• Professional • Deals • State (including
abbreviations NYC, IL,
• Best • Affordable FL, WA, etc.)
• Top • Offers • County Name
• Leading • Packages
• Internet • Quality B2B Modifiers
• Organization • Cheap • RFP
• Marketing • RFI
• Business • Bid
• Solution • quote
• Online
31

32. Step 1: Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords
you’re experimenting with has the most search volume. Test like
terms against each other to which ones are most popular.
32

33. Step 1: No Volume? Try Keyword Discovery
33

34. Step 1: Prefer Clusters or Want More Ideas?
34

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 you’re choosing effective keywords, the
lower the search volume, the greater the likelihood of
conversions against those searches will be. 35

36. Step 1: Strategic Keyword Selection
36

37. Step 2: Use the Keywords in the Release
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 you’re keyword stuffing,
you’ve overdone it. 37

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.
<a href="http://www.wikipedia.org">Wikipedia</a>
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

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 www.bit.ly 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. 39

40. Step 3: Other Link Shorteners
40

41. Recap: Citation Indexing
SEOed Site
Landing
SEOed Page
Press
Wiki
Release
News
Hit
Blog
Hit
Online
Newsroom
PR
PR
PR
PR
PR
41

42. Step 4: Create Meta Data
42

43. Create Original Meta Data
43

44. Finding Meta Data
44

45. Generic Title Tags
45

46. Dynamic Meta Page Descriptions
46

47. Spying through Meta Keywords
47

48. Step 4: Where Title Tags Appear
48

49. Step 4: Where Meta Page Descriptions Appear
49

50. Step 4: Example of Release w/o Title Tags
50

51. Step 4: Example of Release w/o Meta Page Descriptions
51

52. Step 4: Example of Release w/Dynamic Meta Content
52

53. Recap: Why Meta Page Descriptions Matter
Source: Eyetrack 3
53

54. Step 5: Target Your Release to a Landing Page
54

55. Step 5: Distribute the Release
55

56. Step 5: Newswire Options
1. http://www.prweb.com
2. http://www.prleap.com
3. http://i-newswire.com
4. http://www.webwire.com
5. http://www.pressbox.co.uk
6. http://www.24-7pressrelease.com
7. http://www.clickpress.com
8. http://www.przoom.com
9. http://www.pr.com
10. http://www.marketwire.com
11. http://www.prnewswire.com
12. http://www.businesswire.com
Source: Online Marketing Blog
56

57. Step 5: Free Newswires Options
Search Engine Friendly
The winners, backlinks with anchor-text:
http://www.free-news-release.com/
http://www.freepressreleases.co.uk/
http://www.i-newswire.com/
http://www.prleap.com/
Losers, no backlinks if you don’t pay:
http://express-press-release.com
http://www.free-press-release.com
http://www.prfree.com/
Site Readability Ease of Use
Winners: Winners (direct submission):
http://www.click2newsites.com/
http://www.prweb.com/ http://www.free-news-release.com/
http://www.prleap.com/ http://www.i-newswire.com/
http://www.pressbox.co.uk/
Losers
http://www.free-news-release.com/ Losers:
http://www.free-press-release.com http://www.pr9.net/ <-requires different
account registration for different company press
http://www.prfree.com/
submission.
Source: Cheng Soon
57

58. Step 6: Blog the News
58

59. Step 7: Get Inbound Links
59

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
60

61. Press Release Search Engine Optimization
By SEO-PR
61

62. Issues for Public Companies
62

63. Websites as Newswires
On the Record…Online
63

64. JPEGS & Political Incorrectness
64

65. Search Trends – Popular Language
Source: America.gov 65

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
66

67. Podcast Production
67

68. Audacity Demo
68

69. CVideo: Flip
69

70. Canned Video Production: HD Portable Rig
Sanyo Xacti HD1000 4MP MPEG4 High Definition Sennheiser Camcorder Wireless Body-pack
1080i Camcorder with 10x Optical Zoom -- $700 System with ME2 Omni Lavaliere
70

71. Video Editing Software – Windows Movie Maker
71

72. Video Editing Software Demo – iMovie
72

73. Live Video Production: Streaming via Firewire
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $300
Firewire 800 to Firewire 400 Mini 4-Pin
Manfrotto 756XB MDEVE
Aluminium Video Tripod
Firewire 400 Mini 4-Pin
No Audio In Jack MSRP $3000
Firewire 400 6-pin to Firewire 400 Mini 4-Pin
73

74. Live Streaming Video Demo
74

75. Lunch Break
75

76. Content Strategy: Building Social Capital
76

77. Syndication: friendfeed
77

78. Syndication: friendfeed
User Names & Passwords Go Here
78

79. Syndication: friendfeed
79

80. Syndication: friendfeed
80

81. Syndication: friendfeed
Syndicate Activity to Twitter
81

82. Syndication: friendfeed
82

83. Syndication: friendfeed
83

84. Syndication: friendfeed
84

85. Syndication: Posterous
85

86. Syndication: Posterous
86

87. Syndication: Comments
87

88. Content Strategy: Curate News via Google Reader
88

89. Content Strategy: Editorialize via Google Reader
89

90. Syndication: Facebook Social Widgets
90

91. Syndication: Facebook “Like” Box
91

92. Syndication: Twitter “Tweet” Button
92

93. Syndication: Twitter “Tweet” Button
93

94. Syndication: Twitter & FB Widgets Installed
94

95. Syndication: Linkedin Widgets
95

96. Content Strategy: Building Social Capital
96

97. Content Curation Tool: Google Reader
97

98. Content Curation Tool: Gigadial
98

99. Content Strategy: Flickr Pro
99

100. Content Strategy: Flickr Sets
100

101. Content Strategy: Flickr Galleries
101

102. Content Strategy: Bookmarklet Widget
102

103. Content Strategy: Make a Widget
103

104. Content Strategy: Facebook Profile Pages
104

105. Content Strategy: Facebook Fan Pages
105

106. Content Strategy: Facebook Fan Pages
106

107. Mobile Social Networking
107

108. Mobile Social Networking
108

109. Mobile Social Networking
http://www.facebook.com/mobile/?settings#/mobile/ 109

110. Mobile Social Networking
110

111. Mobile Social Networking
111

112. Moblogging
112

113. Mobile Social Networking
113

114. Syndication: twitpic
114

115. Syndication: Online Video Distribution
115

116. Syndication: Online Video Distribution
116

117. Syndication: Online Video Distribution
117

118. Growth of Smartphone Apps
118

119. Non-Voice Cell Phone Usage
119

120. Cell Phone Camera Usage Among Teens
120

121. Smartphones – Number of Apps Installed
121

122. Social Networking on Smartphones
122

123. Social Networking on Smartphones
123

124. Social Networking on Smartphones
http://www.ubertwitter.com/ 124

125. Social Networking on Smartphones
125

126. Social Networking on Smartphones
126

127. Social Networking on Smartphones
2.5 million estimated users, according to TechCrunch 127

128. Social Networking on Smartphones
128

129. Social Networking on Smartphones
129

130. Social Networking on Smartphones
130

131. Social Networking on Smartphones
131

132. QR Codes for Smartphones
132

133. Risks of Syndication
133

134. Understanding Web Stats: Low Bounce Rate Traffic
134

135. Understanding Web Stats: Landing Pages
135

136. Understanding Web Stats: Open Source Analytics
136

137. Understanding Web Stats: Open Source Analytics
137

138. Understanding Web Stats: Open Source Analytics
138

139. Understanding Web Stats: Open Source Analytics
139

140. Understanding Web Stats: Open Source Analytics
140

141. Understanding Web Stats: Open Source Analytics
141

142. Understanding Web Stats: Taking Action
• Identify keywords with high/low bounce rates
• Build on existing strengths
• Fortify desirable keywords with content
• Eliminate ineffective keywords entirely
• Evaluate landing pages for relevancy and calls to
action
142

143. Google Analytics Demo
143

144. Understanding Web Stats: Refresher Tutorial
144

145. Telling Quantitative Stories
• Numerical data is considered more objective
• Understanding numbers is a statistician’s job
• Great data visualizations tell great stories
• Data is boring, if you don’t know what to look for
• Raw numbers lack meaning
• A dataset is a bucket full of numbers
• There are stories in that bucket
Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization
145

146. Data Visualization
146

147. Data Visualization
147

148. Data Visualization
148

149. Data Visualization
149

150. Data Visualization
150

151. Data Visualizations Since April 07, 2008
151

152. Indy Star: Data Visualizations
152

153. Data Visualization: Practical Challenges
153

154. Entergy Storm Center Maps Power Outages
Color
Coded by
Size
Outage
Street
Level
Detail
154

155. Data Visualization Resource
155

156. Data Visualization Resource
156

157. Data Visualization - Embed Codes
157

158. Data Visualization - Beach Report Card
158

159. Data Visualization Resource
159

160. Telling Quantitative Stories
• Numerical data is more objective
• Understanding numbers is a statistician’s job
• Great data visualizations tell great stories
• Data is boring, if you don’t know what to look for
• Raw numbers lack meaning
• A dataset is a bucket full of numbers
• There are stories in that bucket
Nathan Yau, Flowing Data and Mindy McAdams, Data Visualization
160

161. Gov 2.0 – Government as a Platform
161

162. Case Study: Iranian Electoral Protests
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year 162

163. Case Study: Iranian Electoral Protests
163

164. Case Study: Iranian Electoral Protests
164

165. Case Study: Iranian Electoral Protests
165

166. Case Study: Iranian Electoral Protests
166

167. Protest Sites
167

168. Case Study: Iranian Electoral Protests
111,122 Facebook Supporters as of July 13, 2009
168

169. Case Study: Social Media Measurement
Cairo Speech “Obama” Peak “Freedom” Peak
169

170. Social Media Infrastructure
170

171. Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by: measured by: measured by:
• Site traffic • Ecommerce • User ratings
• Unique visitors • Registrations • Comments
• Length of stay • Insite searches • Interactions
• Return visits • Downloads • Widget usage
• HTML Usage • RSS Usage
171

172. Infrastructure: Web 2.0
Facebook, Blogger, Flickr, YouTube,
Twitter
Pros: Cons:
• Cheap or free • Less flexible
• Easy to deploy • Cookie cutter
designs
• Simple to operate
• Generic URL
• Updated
automatically • Not upgradable
• Indexed quickly • Privacy concerns
172

173. Web 2.0: 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
173

174. Infrastructure: Software
Word Press, Drupal, Sharepoint,
Vignette
Pros: Cons:
• Full design control • Complex set-up
• No predetermined • Bandwidth issues
templates
• Unpredictable
• Adaptable support costs
• Distinct URL • Requires security
updates
• Community
supported • Significant upfront
investment
• No regular ongoing
fees 174

175. Infrastructure: Cloud Computing
Salesforce.com, SquareSpace,
Web-based CMS
Pros: Cons:
• No client/server • Ongoing
software commitment
• Shorter deployment • Hosted externally
• Global availability • Fee-based
• Constant upgrades • Fully outsourced
• No IT support
required 175

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 org’s website?
10. Do I need a distinct URL?
11. Do I need regular, external back-ups?
12. Do I need immediate 24/7 support if my site goes down?
176

177. Migrating Organizational Communications Online
“Integration is important because time is
precious. They want the tools to be as
efficient as possible. It's a way to
create value for the company, which
means it needs to effective and
efficient.”
“The more time they spend using the
tools and going from tool to tool, the
less time they spend working.”
David Berger, Corp. Comm., IBM
177

178. Embeddable Activity Streams: Google Wave
178

179. What Are Most Organizations Doing Now?
Source: 2009 Digital Readiness Report 179

180. What Digital Communications Skills are Most Important?
Source: 2009 Digital Readiness Report 180

181. 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
181