Social Media Master Class NYC
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Transcript of Social Media Master Class NYC
![Page 1: Social Media Master Class NYC](https://reader035.fdocuments.us/reader035/viewer/2022081403/5558a6e5d8b42aa6708b525e/html5/thumbnails/1.jpg)
New Media PR Master Class
NYC
Instructor: Eric SchwartzmanInstructor: Eric Schwartzman
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Housekeeping
• Breaks and Lunch
• Guest Speaker
• Handouts are Digital
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Agenda
• Press Release SEO
• Audio, Video and Streaming Production
G t S k P t Hi l• Guest Speaker: Peter Himler
• Mobile Social Networking
• Podcast Release and Promotion
• Strategic Recap• Strategic Recap
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Search Engine Optimization
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Case Study: Press Release SEO
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SEOed Press Release
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SEOed Press Release
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SEOed Landing Page
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Citation Indexing
SEOed Site
SEOed Press
Release
Landing Page
Wiki
News Hit
Blog Hit
Online Newsroom
PR
PR
PR
PR
PR
PR
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PR
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Press Release SEO
1) Discovery and validate keywords or keyword clusters
2) Use keywords in headline and in the first 250 words2) 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 newswire7) Distribute the release on a newswire
8) Blog the News
9) Send pitches to relevant journalists and bloggers) p j gg
10) Monitor and analyze traffic on landing page
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Step 1: Search a Potential Keyword
11Search the keyword you think may be applicable and examine the meta keywords of the top 5 results.
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Step 1: Keyword Discovery Tools
1 Search Engines1. Search Engines
2. Meta Keywords
3. Density Analyzer
4. Yahoo Site Explorer
5. Google Trends
6. Trellian
7. Google External Keywords Tool
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Step 1: Review Meta Keywords of Top-Ranked Sites
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Step 1: No Meta Data? Analyze Density
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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
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keywords. And try running the top listed sites through Google’s External Keyword tool. If new keywords surface that seem relevant, repeat step one.
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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
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Explorer. Look to see if they are drawing rank from inbounds to their sites from high profile domains, or from .edu or .gov domains.
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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
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release. Ask yourself, Is my press release more relevant than the websites currently coming up first when I search my intended keywords?”
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Step 1: Too Competitive? Add Modifiers.
• Company
• Services
• City Name
• Surrounding Suburbs
• Rates
• Pricing
• Professional
• Best
• State (including abbreviations NYC, IL, FL, WA, etc.)
• Deals
• Affordable
• Top
• Leading
• Internet
• County Name• Offers
• Packages
• Quality• Internet
• Organization
• Marketing
• Quality
• Cheap
• Business
• Solution
l
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• Online
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Step 1: Compare Volume in Google Trends
Go to Google Trends or Insights and see which of the keywords
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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.
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Step 1: No Volume? Try Keyword Discovery
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Step 1: Prefer Clusters or Want More Ideas?
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Step 1: Prefer Clusters or Want More Ideas?
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Step 1: Select your Keywords
Narrow down your list to three keywords, picking one high volume term, one medium volume term and one lo ol me If o ’ e choosing effecti e ke o ds the
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low volume. If you’re choosing effective keywords, the lower the search volume, the greater the likelihood of conversions against those searches will be.
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Step 1: Strategic Keyword Discovery
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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
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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.
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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 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 F T d A t T k li k hFree 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 Today our president abstained from ratifying the North American Free Trade Agreement.
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Step 3: Link Shorteners
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Step 3: Embed Tracking Links
Link at least one instance of each of your three keywords to h b i h i i i hi illthe 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 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
f d t t t b f l
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referred to your target web page from your press release, which could wind getting picked and posted to other websites.
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Step 5: Target Your Release to a Landing Page
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Step 4: Create Meta Data
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Step 4: Where Title Tags Appear
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Step 4: Where Meta Page Descriptions Appear
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Step 4: Example of Release w/o Title Tags
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Step 4: Example of Release w/o Meta Page Descriptions
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Step 4: Example of Release w/Dynamic Meta Content
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Step 4: Why Meta Page Descriptions Matter
k
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Source: Eyetrack 3
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Step 5: Distribute the Release
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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.uk5. 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 com10. http://www.marketwire.com
11. http://www.prnewswire.com
12. http://www.businesswire.com
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p
Source: Online Marketing Blog
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Step 5: Free Newswires Options
Search Engine FriendlyThe winners, backlinks with anchor-text:
http://www.free-news-release.com/http://www.freepressreleases.co.uk/p // p /
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.comhttp://www.free press release.comhttp://www.prfree.com/
Ease of Use Site ReadabilityWinners (direct submission):http://www.click2newsites.com/
http://www.free-news-release.com/http://www.i-newswire.com/http://www.pressbox.co.uk/
y
Winners:http://www.prweb.com/http://www.prleap.com/
LosersLosers:
http://www.pr9.net/ <-requires different account registration for different company press
submission.
Losershttp://www.free-news-release.com/http://www.free-press-release.com
http://www.prfree.com/
39Source: Cheng Soon
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Step 6: Blog the News
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Step 7: Get Inbound Links
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Step 8: Watch for Traffic Sources from Shortened URLs
1. Embed tracking codes in the links from the release to the l di 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. g g g g
5. Monitor standard search engines for pickups and links.
6. Track conversions from press release landing pages.
Source: Top Rank Marketing Blog
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Issues for Public Companies
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Websites as Newswires
44On the Record…Online
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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 website3) 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) M i d l i i ffi l di 8) Monitor and analyze incoming traffic to landing page
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Podcast Production
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Podcast Production
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Podcast Production
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Audio Podcasting Production Demo
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Shooting Video: Flip
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Shooting Video: High-End – Canon XL H1S
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Video Editing Software – Windows Movie Maker
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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
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Video Editing Software – Mac iMovie
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Video Production Demo
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Shooting Video: Streaming Gear
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Live Streaming Video Demo
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Lunch Break
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Content Strategy: Building Social Capital
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Syndication: friendfeed
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Syndication: friendfeed
User Names & Passwords Go HereUser Names & Passwords Go Here
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Syndication: friendfeed
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Syndication: friendfeed
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Syndication: friendfeed
Syndicate Activity to TwitterSyndicate Activity to Twitter
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Syndication: friendfeed
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Syndication: friendfeed
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Syndication: friendfeed
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Syndication: Posterous
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Syndication: Posterous
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Syndication: Comments
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Content Strategy: Curate News via Google Reader
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Content Strategy: Editorialize via Google Reader
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Content Strategy: Curate Podcasts via Gigadial
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Content Strategy: Blogs & Podcasts
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Content Strategy: Feedity
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Content Strategy: Flickr
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Content Strategy: Facebook
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Content Strategy: Facebook
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Centralized Online Video Distribution
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Content Strategy: TwitterFeed
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Content Strategy: TweetStats
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Content Strategy: Tweetburner
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Content Strategy: Integrated Social Bookmarking
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Content Strategy: Bookmarking Widget
84
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Content Strategy: Widgets
85
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Content Strategy: Widgets
86
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Risks of Syndication
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Mobile Social Networking
88
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Content Strategy: Flickr
89
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Mobile Social Networking
90http://www.facebook.com/mobile/?settings#/mobile/
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Mobile Social Networking
91
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Mobile Social Networking
92
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Moblogging
93
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Mobile Social Networking
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Mobile Social Networking: UberTwitter
95http://www.ubertwitter.com/
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Syndication: twitpic
96
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Mobile Social Networking
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Google Analytics Demo
98
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Understanding Web Stats: Low Bounce Rate Traffic
99
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Understanding Web Stats: Landing Pages
100
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Understanding Web Stats: Taking Action
• Identify keywords with high/low bounce rates
• Build on existing strengthsg g
• Fortify desirable keywords with content
• Eliminate ineffective keywords entirely
• Evaluate landing pages for relevancy and calls to action
101
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Understanding Web Stats: Refresher Tutorial
102
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Telling Quantitative Stories
• Numerical data is considered more objective
• Understanding numbers is a statistician’s job
• Great data visualizations tell great storiesg
• Data is boring, if you don’t know what to look for
R b l k i• Raw numbers lack meaning
• A dataset is a bucket full of numbers
• There are stories in that bucketNathan Yau, Flowing Data and Mindy McAdams, Data Visualization
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Data Visualization
104
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Data Visualization
105
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Data Visualization
106
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Data Visualization
107
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Data Visualization
108
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Data Visualizations Since April 07, 2008
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Indy Star: Data Visualizations
110
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Data Visualization: Practical Challenges
111
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NY Times Data Visualization Graphic
112
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NY Times Visualization Lab
113
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Data Visualization Resource
114
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Entergy Storm Center Maps Power Outages
Color Color Coded by SizeCoded by Size
Outage Street Level Detail
Outage Street Level Detail
115
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Data Visualization Resource
116
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Data Visualization Resource
117
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Data Visualization - Embed Codes
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Data Visualization - Beach Report Card
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Gov 2.0 – Government as a Platform
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Living, Breathing Mediascape: Flickr Photo Stream
121
3500+ Photos Uploaded in first 5 Days vs.
1207 During the Same Period Last Year
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Living, Breathing Mediascape: Twitter Stream
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Reactions of the Blogosphere to Iranian Elections
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Locations of Major Protests
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Protest Sites
125
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Protest Sites
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Living Breathing Mediascape
127111,122 Facebook Supporters as of July 13, 2009
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Living, Breathing Mediascape: Radian6
Cairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama Peak Freedom Peak
128
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Real Time Collaboration
129
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Data Visualization Resource
130
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New Media Strategy: Infrastructure
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Realistic Objectives
INFORMATIONAL TRANSACTIONAL SOCIAL
measured by: measured by: measured by:
• Site traffic
• Unique visitors
• Length of stay
• Return visits
• Ecommerce
• Registrations
• Insite searches
• Downloads
• User ratings
• Comments
• Interactions
• Widget usageReturn visits
• HTML Usage
Downloads
• RSS Usage
Widget usage
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Infrastructure: Web 2.0
Blogger, Flickr, YouTube, Twitter
Pros:
• Cheap or freeCons:
• Less flexiblep
• Easy to deploy
• Simple to operate
Less flexible
• Cookie cutter designs• Simple to operate
• Updated automatically
g
• Generic URL
• Not upgradabley
• Indexed quickly• Not upgradable
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Web 2.0: Strategic Risks
1 Obj ti b f t l1. Objectives before tools
2. Limitations of blog softwaresoftware
3. Conversion leaks
4 Investing time in 4. Investing time in technology
5. Unsupported technology
6. Interoperability
7. Workflow management
8. Storage
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Infrastructure: Software
Word Press Drupal Sharepoint Word Press, Drupal, Sharepoint, Vignette
Pros: Cons:Pros:
• Full design control
Cons:
• Complex set-up
• No predetermined templates
Ad t bl
• Bandwidth issues
• Unpredictable t t• Adaptable
• Distinct URL
support costs
• Requires security updates• Community
supported
updates
• Significant upfront investment
135
• No regular ongoing fees
investment
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Infrastructure: Cloud Computing
Google, Salesforce.com, iPressroom
Pros:
• No client/server Cons:
software
• Shorter deployment
• Ongoing commitment
• Global availability
• Constant upgrades
• Hosted externally
• Fee-basedpg
• No IT support required
• Fully outsourced
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Which Platform is Right for Me?
1. What are my objectives?
2. Why am I communicating online?
3. Am I planning to communicate online indefinitely?
4. Am I planning to blog, podcast, SEO, use RSS and send email?
5. Am I doing this professionally or personally?
6. Do I want to feature ads or promotional material in context?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 eg la e te nal back ps?
137
11. Do I need regular, external back-ups?
12. Do I need immediate 24/7 support if my site goes down?
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Migrating Organizational Communications Online
“Integration is important because time is precious. They want the tools to be as p yefficient as possible. It's a way to create value for the company, which means it needs to effective and means it needs to effective and efficient.”
“The more time they spend using the tools and going from tool to tool, the g g ,less time they spend working.”
138David Berger, Corp. Comm., IBM
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What Are Most Organizations Doing Now?
139Source: 2009 Digital Readiness Report
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What Digital Communications Skills are Most Important?
140Source: 2009 Digital Readiness Report
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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
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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