21. Search Volume
*Based on the five major search engines including partner searches and cross-channel searches. Searches for
mapping, local directory, and user-generated video sites that are not on the core domain of the five search
engines are not included in the core search numbers.
**May data does not include search activity at Microsoft Bing, which was launched on June 1. Microsoft Bing
will be included with June qSearch data.
Source: comScore
21
43. Writing for Search
Wit, irony, humor and style
Clever titles and headlines
Search engine technologists vs. marketing experts
AP â Headlines 40 characters or less
For People For Search
Section: âReal Estateâ Section: âHomesâ
Section: âSceneâ Section: âLifestyleâ
Section: âTasteâ Section: âFoodâ
Headline: âUnsafe sex: Has Jacob Zumaâs rape trial Headline: âZuma testimony sparks HIV fearâ
hit South Africaâs war on AIDS?â
Headline: âTulsa star: The life and career of much- Headline: âObituary: Gene Pitney
loved 1960âs singerâ
Headline: âItâs Chemistry Over Pedigree as Gators Headline: âGators Cap Run with First Titleâ
Roll to First Titleâ
43
86. Respecting Usability
⢠Ease of use
⢠Clarity and brevity
⢠Easy to read
⢠Canât consume what you canât find
⢠On intranetâs, usability impacts worker productivity
⢠10% of design budget on usability will double siteâs results
Jakob Nielsen
86
101. Case Study: LA Opera â 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 worldâs leading opera companies.
Strategy: Told through the perspective of the director of the
companyâs latest production, profile the relationships
between the incomparable creative talents collaborating and
the production process.
Results: LA Opera is the worldâs 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.
101
113. 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
113
114. Podcast Production
⢠Recording live interviews
⢠Recording phone interviews
⢠Editing
⢠ID3 tagging
Levelator
114
123. Podcasting Insights
⢠Deliver on the needs of an underserved audience
⢠Give listeners something they canât get else where
⢠Relationship-based communications
⢠May not be well suited for breaking news
⢠News content vs. feature content
⢠More controlled/one-way channel
⢠Credibility and third-party validation
⢠Efficiency by leverage existing assets
⢠Unscripted and authentic
⢠Podcast news releases
123
124. Online Video: Reach and Frequency
⢠Americans Viewed a Record 16.8 Billion Videos Online in April
Driven Largely by Surge in Viewership at YouTube.
⢠Average U.S. Viewer Watched 6.4 Hours of Online Video During
the Month.
source: comScore 124
125. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the RecordâŚOnline
125
144. Audio and Video Recap
⢠Deliver on the needs of an underserved audience
⢠Give listeners something they canât get else where
⢠Relationship-based communications
⢠May not be well suited for breaking news
⢠News content vs. feature content
⢠More controlled/one-way channel
⢠Credibility and third-party validation
⢠Efficiency by leverage existing assets
⢠Unscripted and authentic
⢠Podcast news releases
144
170. 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
170
171. Case Study: Virginia Tech Massacre
Virginia Tech Social Media Crisis Communications Research Podcast 171
182. Social Networking for PR
⢠Market research
⢠How to videos
⢠D.I.Y. videos
⢠Promote events
⢠Solicit donations
⢠Find influentials
⢠Build affinity groups
⢠Be community minded, not sales minded
182
183. Naked Conversations
âFormality 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.â
-Larry Bossidy, CEO, Honeywell
183
185. PSNH Twitter Strategy
Twitter ID &
Password
Twitpic
Link
Emailed Image &
Subject Headline
Posted on Twitpic
Updates
in
Reverse Twitpic Link &
Chronolog Caption
ical Order
185
186. New Media Case Study: PCNH
Organizational
Communications
Twitter Online Newsroom YouTube &
Flickr
Customer News Media Constituents
Service
186
187. Online Communications Strategy
New Media Social Media
Email Linkedin
Twitter
Search
Online Newsroom Flickr
Press Releases
YouTube
Inbound Links
Facebook
Conversions Coverage
187
188. FEMA: Closing the Credibility Gap
FEMA Social Media Deep Dive Podcast
188
194. Eric Schwartzman
(310) 463-4026 Phone
ebs[at]schwartzmanpr[dot]com Email
schwartzmanpr.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
ericschwartzman Friendfeed
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
Copyright applies to this document â 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
194