3. 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
3
24. 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”
24
57. 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
57
73. 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
73
74. Podcast Production
• Recording live interviews
• Recording phone interviews
• Editing
• ID3 tagging
Levelator
74
85. 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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92. 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 92
93. Online Video: Audience by Brand
Source: Nielsen Online [PDF]
Source: On the Record…Online
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100. 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
100
107. 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
107
112. Social Networking 101
• Profiles:
Personal vs. professional
Profiles pics
• Connections:
Friends, followers, contacts
Community mapping
• Conversations:
Posts, comments, ratings, status updates
Seizing the moment via keywords and search
• Syndication
Facebook and Twitter Mobile Apps
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113. US Social Networking by Brand
• Facebook 78%
• MySpace 42%
• Linkedin 17%
• Twitter 10%
Source: http://www.consumerinternetbarometer.us/
113
114. 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
114
130. Value of Social Networking to 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.
130
131. Value of Social Networks to Organizations
• Promote peer to peer communications
• Conduct edgework
• Improve performance
• Educate customers, partners and employees
• Shorten time to market
• Respond faster to change
• Lower COGS
131
132. Social Networking: Strategic Decisions
• Edgework
Tap influencers
Internal vs. External Influencers
Diversity
• Public vs. Private
Is the topic of discussion a differentiator?
Could exclusivity help with your edgework?
Will the discussion be forward looking?
Will the discussion involve regulatory matters?
132
133. Social Networking: Strategic Decisions (cont’d)
• Policy Guidelines
Practical and reasonable
Specificity tailored to sophistication of members
• Branded vs. Unbranded
Addressable market and potential community size?
Cost, staffing, legal and process
Working through associations or industry
consortiums
133
134. What Makes a Good Community Manager?
• Knowledgeable
• Positive
• Supportive
• Tolerant
134
137. 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
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