Los Angeles August 20 2010

Eric Schwartzman

Social Media Master Class

2

Housekeeping

bull Breaks and Lunch

bull Guest Speaker Ron Ploof

bull Handouts are Digital

3

Agenda

bull SEO Exercise

bull Audio Video and Streaming Production

bull Guest Speaker Ron Ploof

bull Content Syndication Tools and Strategies

bull Mobile Social Networking

bull Podcast Release and Promotion

bull Strategic Recap

4

Search Engine Optimization

We use search for

5

Search Volume

2

Housekeeping

bull Breaks and Lunch

bull Guest Speaker Ron Ploof

bull Handouts are Digital

3

Agenda

bull SEO Exercise

bull Audio Video and Streaming Production

bull Guest Speaker Ron Ploof

bull Content Syndication Tools and Strategies

bull Mobile Social Networking

bull Podcast Release and Promotion

bull Strategic Recap

4

Search Engine Optimization

We use search for

5

Search Volume

3

Agenda

bull SEO Exercise

bull Audio Video and Streaming Production

bull Guest Speaker Ron Ploof

bull Content Syndication Tools and Strategies

bull Mobile Social Networking

bull Podcast Release and Promotion

bull Strategic Recap

4

Search Engine Optimization

We use search for

5

Search Volume

4

Search Engine Optimization

We use search for

5

Search Volume

5

Search Volume

6

Understanding Google Trends Demand

7

Search Trends

Source Google Trends

8

Obama Effect

9

Examining Global Challenges by Region

10

Search Trends ndash Popular Language

Source Americagov

11

Keyword Volume

12

Keyword Discovery

13

Keyword Discovery

13

Keyword Discovery

14

Additional Search Volume Resources

15

Case Study Press Release SEO

16

SEOed Press Release

17

SEOed Press Release

18

SEOed Landing Page

16

SEOed Press Release

17

SEOed Press Release

18

SEOed Landing Page

17

SEOed Press Release

18

SEOed Landing Page

18

SEOed Landing Page

19

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

20

Step 1 Search a Potential Keyword

Search the keyword you think may be applicable and examine the meta keywords of the top 5 results

21

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

21

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

22

Step 1 Review Meta Keywords of Top-Ranked Sites

23

Step 1 No Meta Data Analyze Density

24

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 Googlersquos External Keyword tool If new keywords surface that seem relevant repeat step one

25

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

26

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 ldquoIs my press release more relevant than the websites currently coming up first when I search my intended keywordsrdquo

27

bull Company

bull Services

bull Professional

bull Best

bull Top

bull Leading

bull Internet

bull Organization

bull Marketing

bull Business

bull Solution

bull Online

bull City Name

bull Surrounding Suburbs

bull State (including abbreviations NYC IL FL WA etc)

bull County Name

B2B Modifiers

bull RFP

bull RFI

bull Bid

bull quote

bull Rates

bull Pricing

bull Deals

bull Affordable

bull Offers

bull Packages

bull Quality

bull Cheap

Step 1 Too Competitive Add Modifiers

28

Step 1 Compare Volume in Google Trends

Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular

28

Step 1 Compare Volume in Google Trends

Go to Google Trends or Insights and see which of the keywords yoursquore experimenting with has the most search volume Test like terms against each other to which ones are most popular

29

Step 1 No Volume Try Keyword Discovery

30

Step 1 Prefer Clusters or Want More Ideas

31

Step 1 Prefer Clusters or Want More Ideas

31

Step 1 Prefer Clusters or Want More Ideas

32

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 yoursquore choosing effective keywords the lower the search volume the greater the likelihood of conversions against those searches will be

33

Step 1 Strategic Keyword Selection

34

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 yoursquore keyword stuffing yoursquove overdone it

Step 2 Use the Keywords in the Release

35

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

lta href=httpwwwwikipediaorggtWikipedialtagt

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

33

Step 1 Strategic Keyword Selection

34

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 yoursquore keyword stuffing yoursquove overdone it

Step 2 Use the Keywords in the Release

35

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

lta href=httpwwwwikipediaorggtWikipedialtagt

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

34

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 yoursquore keyword stuffing yoursquove overdone it

Step 2 Use the Keywords in the Release

35

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

lta href=httpwwwwikipediaorggtWikipedialtagt

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

35

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

lta href=httpwwwwikipediaorggtWikipedialtagt

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

36

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 wwwbitly 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

37

Step 3 Other Link Shorteners

38

Step 5 Target Your Release to a Landing Page

39

Recap Citation Indexing

SEOed Press

Release

SEOed Site Landing

Page

Blog Hit

News Hit

Online Newsroom

PR

PR

PR

PR

PR

Wiki

40

Step 4 Create Meta Data

41

Intro to Meta Data

42

Finding Meta Data

43

Generic Title Tags

44

Dynamic Meta Page Descriptions

45

Spying through Meta Keywords

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

39

Recap Citation Indexing

SEOed Press

Release

SEOed Site Landing

Page

Blog Hit

News Hit

Online Newsroom

PR

PR

PR

PR

PR

Wiki

40

Step 4 Create Meta Data

41

Intro to Meta Data

42

Finding Meta Data

43

Generic Title Tags

44

Dynamic Meta Page Descriptions

45

Spying through Meta Keywords

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

40

Step 4 Create Meta Data

41

Intro to Meta Data

42

Finding Meta Data

43

Generic Title Tags

44

Dynamic Meta Page Descriptions

45

Spying through Meta Keywords

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

41

Intro to Meta Data

42

Finding Meta Data

43

Generic Title Tags

44

Dynamic Meta Page Descriptions

45

Spying through Meta Keywords

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

42

Finding Meta Data

43

Generic Title Tags

44

Dynamic Meta Page Descriptions

45

Spying through Meta Keywords

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

43

Generic Title Tags

44

Dynamic Meta Page Descriptions

45

Spying through Meta Keywords

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

44

Dynamic Meta Page Descriptions

45

Spying through Meta Keywords

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

45

Spying through Meta Keywords

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

46

Step 4 Where Title Tags Appear

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

47

Step 4 Where Meta Page Descriptions Appear

48

Step 4 Example of Release wo Title Tags

48

Step 4 Example of Release wo Title Tags

49

Step 4 Example of Release wo Meta Page Descriptions

50

Step 4 Example of Release wDynamic Meta Content

51

Recap Why Meta Page Descriptions Matter

Source Eyetrack 3

52

Step 5 Distribute the Release

53

Step 5 Newswire Options

1 httpwwwprwebcom

2 httpwwwprleapcom

3 httpi-newswirecom

4 httpwwwwebwirecom

5 httpwwwpressboxcouk

6 httpwww24-7pressreleasecom

7 httpwwwclickpresscom

8 httpwwwprzoomcom

9 httpwwwprcom

10 httpwwwmarketwirecom

11 httpwwwprnewswirecom

12 httpwwwbusinesswirecom

Source Online Marketing Blog

54

Step 5 Free Newswires Options

Search Engine Friendly

The winners backlinks with anchor-text httpwwwfree-news-releasecomhttpwwwfreepressreleasescouk

httpwwwi-newswirecomhttpwwwprleapcom

Losers no backlinks if you donrsquot payhttpexpress-press-releasecom

httpwwwfree-press-releasecomhttpwwwprfreecom

Ease of Use

Winners (direct submission)httpwwwclick2newsitescom

httpwwwfree-news-releasecomhttpwwwi-newswirecomhttpwwwpressboxcouk

Losershttpwwwpr9net lt-requires different

account registration for different company press submission

Site Readability

Winnershttpwwwprwebcomhttpwwwprleapcom

Losershttpwwwfree-news-releasecomhttpwwwfree-press-releasecom

httpwwwprfreecom

Source Cheng Soon

55

Step 6 Blog the News

56

Step 7 Get Inbound Links

56

Step 7 Get Inbound Links

57

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

58

Press Release Search Engine Optimization

By SEO-PR

59

Issues for Public Companies

60

Websites as Newswires

On the RecordhellipOnline

59

Issues for Public Companies

60

Websites as Newswires

On the RecordhellipOnline

60

Websites as Newswires

On the RecordhellipOnline

61

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

62

Monitoring YouTube

63

Podcast Production

64

Podcast Production

65

CVideo Flip

62

Monitoring YouTube

63

Podcast Production

64

Podcast Production

65

CVideo Flip

63

Podcast Production

64

Podcast Production

65

CVideo Flip

64

Podcast Production

65

CVideo Flip

65

CVideo Flip

66

Canned Video Production HD Portable Rig

Sanyo Xacti HD1000 4MP MPEG4 High Definition 1080i Camcorder with 10x Optical Zoom -- $700

Sennheiser Camcorder Wireless Body-pack System with ME2 Omni Lavaliere

67

Video Editing Software ndash Windows Movie Maker

68

Video Editing Software Demo ndash iMovie

69

Live Video Production Streaming via Firewire

Manfrotto 756XB MDEVE Aluminium Video Tripod

Firewire 800 to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $300

Firewire 400 6-pin to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $3000

70

Live Streaming Video Demo

67

Video Editing Software ndash Windows Movie Maker

68

Video Editing Software Demo ndash iMovie

69

Live Video Production Streaming via Firewire

Manfrotto 756XB MDEVE Aluminium Video Tripod

Firewire 800 to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $300

Firewire 400 6-pin to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $3000

70

Live Streaming Video Demo

68

Video Editing Software Demo ndash iMovie

69

Live Video Production Streaming via Firewire

Manfrotto 756XB MDEVE Aluminium Video Tripod

Firewire 800 to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $300

Firewire 400 6-pin to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $3000

70

Live Streaming Video Demo

69

Live Video Production Streaming via Firewire

Manfrotto 756XB MDEVE Aluminium Video Tripod

Firewire 800 to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $300

Firewire 400 6-pin to Firewire 400 Mini 4-Pin

Firewire 400 Mini 4-Pin

No Audio In Jack MSRP $3000

70

Live Streaming Video Demo

70

Live Streaming Video Demo

71

Lunch Break

72

Content Strategy Building Social Capital

73

Syndication friendfeed

74

Syndication friendfeed

User Names amp Passwords Go Here

75

Syndication friendfeed

76

Syndication friendfeed

77

Syndication friendfeed

Syndicate Activity to Twitter

78

Syndication friendfeed

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

73

Syndication friendfeed

74

Syndication friendfeed

User Names amp Passwords Go Here

75

Syndication friendfeed

76

Syndication friendfeed

77

Syndication friendfeed

Syndicate Activity to Twitter

78

Syndication friendfeed

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

74

Syndication friendfeed

User Names amp Passwords Go Here

75

Syndication friendfeed

76

Syndication friendfeed

77

Syndication friendfeed

Syndicate Activity to Twitter

78

Syndication friendfeed

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

75

Syndication friendfeed

76

Syndication friendfeed

77

Syndication friendfeed

Syndicate Activity to Twitter

78

Syndication friendfeed

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

76

Syndication friendfeed

77

Syndication friendfeed

Syndicate Activity to Twitter

78

Syndication friendfeed

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

77

Syndication friendfeed

Syndicate Activity to Twitter

78

Syndication friendfeed

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

78

Syndication friendfeed

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

79

Syndication friendfeed

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

80

Syndication friendfeed

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

81

Syndication Posterous

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

82

Syndication Posterous

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

83

Syndication Comments

84

Content Strategy Curate News via Google Reader

84

Content Strategy Curate News via Google Reader

85

Content Strategy Editorialize via Google Reader

86

Syndication Facebook Social Widgets

87

Syndication Facebook ldquoLikerdquo Box

88

Syndication Twitter ldquoTweetrdquo Button

89

Syndication Twitter ldquoTweetrdquo Button

90

Syndication Twitter amp FB Widgets Installed

91

Syndication Linkedin Widgets

90

Syndication Twitter amp FB Widgets Installed

91

Syndication Linkedin Widgets

91

Syndication Linkedin Widgets

92

Content Strategy Building Social Capital

93

Content Curation Tool Google Reader

93

Content Curation Tool Google Reader

94

Content Curation Tool Gigadial

95

Content Strategy Flickr Pro

96

Content Strategy Flickr Sets

96

Content Strategy Flickr Sets

97

Content Strategy Flickr Galleries

98

Content Strategy Bookmarklet Widget

98

Content Strategy Bookmarklet Widget

99

Content Strategy Make a Widget

100

Content Strategy Facebook Profile Pages

101

Content Strategy Facebook Fan Pages

102

Content Strategy Facebook Fan Pages

101

Content Strategy Facebook Fan Pages

102

Content Strategy Facebook Fan Pages

102

Content Strategy Facebook Fan Pages

103

Mobile Social Networking

104

Mobile Social Networking

105

Mobile Social Networking

httpwwwfacebookcommobilesettingsmobile

104

Mobile Social Networking

105

Mobile Social Networking

httpwwwfacebookcommobilesettingsmobile

105

Mobile Social Networking

httpwwwfacebookcommobilesettingsmobile

106

Mobile Social Networking

107

Mobile Social Networking

108

Moblogging

109

Mobile Social Networking

110

Syndication twitpic

107

Mobile Social Networking

108

Moblogging

109

Mobile Social Networking

110

Syndication twitpic

108

Moblogging

109

Mobile Social Networking

110

Syndication twitpic

109

Mobile Social Networking

110

Syndication twitpic

110

Syndication twitpic

111

Syndication Online Video Distribution

112

Syndication Online Video Distribution

113

Syndication Online Video Distribution

114

Growth of Smartphone Apps

115

Smartphones ndash Number of Apps Installed

116

Social Networking on Smartphones

112

Syndication Online Video Distribution

113

Syndication Online Video Distribution

114

Growth of Smartphone Apps

115

Smartphones ndash Number of Apps Installed

116

Social Networking on Smartphones

113

Syndication Online Video Distribution

114

Growth of Smartphone Apps

115

Smartphones ndash Number of Apps Installed

116

Social Networking on Smartphones

114

Growth of Smartphone Apps

115

Smartphones ndash Number of Apps Installed

116

Social Networking on Smartphones

115

Smartphones ndash Number of Apps Installed

116

Social Networking on Smartphones

116

Social Networking on Smartphones

117

Social Networking on Smartphones

118

Social Networking on Smartphones

httpwwwubertwittercom

119

Social Networking on Smartphones

120

Social Networking on Smartphones

120

Social Networking on Smartphones

121

Social Networking on Smartphones

25 million estimated users according to TechCrunch

122

Social Networking on Smartphones

123

Social Networking on Smartphones

124

Social Networking on Smartphones

125

Social Networking on Smartphones

126

Risks of Syndication

127

Understanding Web Stats Low Bounce Rate Traffic

128

Understanding Web Stats Landing Pages

129

Understanding Web Stats Open Source Analytics

130

Understanding Web Stats Open Source Analytics

131

Understanding Web Stats Open Source Analytics

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

125

Social Networking on Smartphones

126

Risks of Syndication

127

Understanding Web Stats Low Bounce Rate Traffic

128

Understanding Web Stats Landing Pages

129

Understanding Web Stats Open Source Analytics

130

Understanding Web Stats Open Source Analytics

131

Understanding Web Stats Open Source Analytics

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

126

Risks of Syndication

127

Understanding Web Stats Low Bounce Rate Traffic

128

Understanding Web Stats Landing Pages

129

Understanding Web Stats Open Source Analytics

130

Understanding Web Stats Open Source Analytics

131

Understanding Web Stats Open Source Analytics

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

127

Understanding Web Stats Low Bounce Rate Traffic

128

Understanding Web Stats Landing Pages

129

Understanding Web Stats Open Source Analytics

130

Understanding Web Stats Open Source Analytics

131

Understanding Web Stats Open Source Analytics

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

128

Understanding Web Stats Landing Pages

129

Understanding Web Stats Open Source Analytics

130

Understanding Web Stats Open Source Analytics

131

Understanding Web Stats Open Source Analytics

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

129

Understanding Web Stats Open Source Analytics

130

Understanding Web Stats Open Source Analytics

131

Understanding Web Stats Open Source Analytics

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

130

Understanding Web Stats Open Source Analytics

131

Understanding Web Stats Open Source Analytics

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

131

Understanding Web Stats Open Source Analytics

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

132

Understanding Web Stats Open Source Analytics

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

133

Understanding Web Stats Open Source Analytics

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

134

Understanding Web Stats Open Source Analytics

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

135

Understanding Web Stats Taking Action

bull Identify keywords with highlow bounce rates

bull Build on existing strengths

bull Fortify desirable keywords with content

bull Eliminate ineffective keywords entirely

bull Evaluate landing pages for relevancy and calls to action

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

136

Google Analytics Demo

137

Understanding Web Stats Refresher Tutorial

137

Understanding Web Stats Refresher Tutorial

138

Telling Quantitative Stories

bull Numerical data is considered more objective

bull Understanding numbers is a statisticianrsquos job

bull Great data visualizations tell great stories

bull Data is boring if you donrsquot know what to look for

bull Raw numbers lack meaning

bull A dataset is a bucket full of numbers

bull There are stories in that bucket

Nathan Yau Flowing Data and Mindy McAdams Data Visualization

139

Data Visualization

140

Data Visualization

141

Data Visualization

142

Data Visualization

143

Data Visualization

144

Data Visualizations Since April 07 2008

145

Indy Star Data Visualizations

146

Data Visualization Practical Challenges

147

Color Coded by Size

Outage Street Level Detail

Entergy Storm Center Maps Power Outages

148

Data Visualization Resource

149

Data Visualization Resource

150

Data Visualization - Embed Codes

151

Data Visualization - Beach Report Card

152

Data Visualization Resource

148

Data Visualization Resource

149

Data Visualization Resource

150

Data Visualization - Embed Codes

151

Data Visualization - Beach Report Card

152

Data Visualization Resource

149

Data Visualization Resource

150

Data Visualization - Embed Codes

151

Data Visualization - Beach Report Card

152

Data Visualization Resource

150

Data Visualization - Embed Codes

151

Data Visualization - Beach Report Card

152

Data Visualization Resource

151

Data Visualization - Beach Report Card

152

Data Visualization Resource

152

Data Visualization Resource

153

Telling Quantitative Stories

bull Numerical data is more objective

bull Understanding numbers is a statisticianrsquos job

bull Great data visualizations tell great stories

bull Data is boring if you donrsquot know what to look for

bull Raw numbers lack meaning

bull A dataset is a bucket full of numbers

bull There are stories in that bucket

Nathan Yau Flowing Data and Mindy McAdams Data Visualization

154

Gov 20 ndash Government as a Platform

155

Case Study Iranian Electoral Protests

3500+ Photos Uploaded in first 5 Days vs

1207 During the Same Period Last Year

156

Case Study Iranian Electoral Protests

155

Case Study Iranian Electoral Protests

3500+ Photos Uploaded in first 5 Days vs

1207 During the Same Period Last Year

156

Case Study Iranian Electoral Protests

156

Case Study Iranian Electoral Protests

157

Case Study Iranian Electoral Protests

158

Case Study Iranian Electoral Protests

159

Case Study Iranian Electoral Protests

160

Protest Sites

158

Case Study Iranian Electoral Protests

159

Case Study Iranian Electoral Protests

160

Protest Sites

159

Case Study Iranian Electoral Protests

160

Protest Sites

160

Protest Sites

161

Case Study Iranian Electoral Protests

111122 Facebook Supporters as of July 13 2009

162

Case Study Social Media Measurement

Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak

163

Social Media Infrastructure

164

Objectives

INFORMATIONAL TRANSACTIONAL SOCIAL

measured by

bull Site traffic

bull Unique visitors

bull Length of stay

bull Return visits

bull HTML Usage

measured by

bull Ecommerce

bull Registrations

bull Insite searches

bull Downloads

bull RSS Usage

measured by

bull User ratings

bull Comments

bull Interactions

bull Widget usage

165

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

162

Case Study Social Media Measurement

Cairo Speech ldquoObamardquo Peak ldquoFreedomrdquo Peak

163

Social Media Infrastructure

164

Objectives

INFORMATIONAL TRANSACTIONAL SOCIAL

measured by

bull Site traffic

bull Unique visitors

bull Length of stay

bull Return visits

bull HTML Usage

measured by

bull Ecommerce

bull Registrations

bull Insite searches

bull Downloads

bull RSS Usage

measured by

bull User ratings

bull Comments

bull Interactions

bull Widget usage

165

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

163

Social Media Infrastructure

164

Objectives

INFORMATIONAL TRANSACTIONAL SOCIAL

measured by

bull Site traffic

bull Unique visitors

bull Length of stay

bull Return visits

bull HTML Usage

measured by

bull Ecommerce

bull Registrations

bull Insite searches

bull Downloads

bull RSS Usage

measured by

bull User ratings

bull Comments

bull Interactions

bull Widget usage

165

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

164

Objectives

INFORMATIONAL TRANSACTIONAL SOCIAL

measured by

bull Site traffic

bull Unique visitors

bull Length of stay

bull Return visits

bull HTML Usage

measured by

bull Ecommerce

bull Registrations

bull Insite searches

bull Downloads

bull RSS Usage

measured by

bull User ratings

bull Comments

bull Interactions

bull Widget usage

165

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

165

Infrastructure Web 20

Facebook Blogger Flickr YouTube Twitter

Pros

bull Cheap or free

bull Easy to deploy

bull Simple to operate

bull Updated automatically

bull Indexed quickly

Cons

bull Less flexible

bull Cookie cutter designs

bull Generic URL

bull Not upgradable

bull Privacy concerns

166

Web 20 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

167

Infrastructure Software

Word Press Drupal Sharepoint Vignette

Pros

bull Full design control

bull No predetermined templates

bull Adaptable

bull Distinct URL

bull Community supported

bull No regular ongoing fees

Cons

bull Complex set-up

bull Bandwidth issues

bull Unpredictable support costs

bull Requires security updates

bull Significant upfront investment

167

Infrastructure Software

Word Press Drupal Sharepoint Vignette

Pros

bull Full design control

bull No predetermined templates

bull Adaptable

bull Distinct URL

bull Community supported

bull No regular ongoing fees

Cons

bull Complex set-up

bull Bandwidth issues

bull Unpredictable support costs

bull Requires security updates

bull Significant upfront investment

168

Infrastructure Cloud Computing

Salesforcecom SquareSpace

Web-based CMS

Pros

bull No clientserver software

bull Shorter deployment

bull Global availability

bull Constant upgrades

bull No IT support required

Cons

bull Ongoing commitment

bull Hosted externally

bull Fee-based

bull Fully outsourced

169

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 orgrsquos website

10 Do I need a distinct URL

11 Do I need regular external back-ups

12 Do I need immediate 247 support if my site goes down

170

Migrating Organizational Communications Online

ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo

ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo

David Berger Corp Comm IBM

171

Embeddable Activity Streams Google Wave

172

What Are Most Organizations Doing Now

Source 2009 Digital Readiness Report

173

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

174

Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative

Commons Attribution-non commercial-share alike 30 license

httpcreativecommonsorglicensesby-nc-sa30

170

Migrating Organizational Communications Online

ldquoIntegration is important because time is precious They want the tools to be as efficient as possible Its a way to create value for the company which means it needs to effective and efficientrdquo

ldquoThe more time they spend using the tools and going from tool to tool the less time they spend workingrdquo

David Berger Corp Comm IBM

171

Embeddable Activity Streams Google Wave

172

What Are Most Organizations Doing Now

Source 2009 Digital Readiness Report

173

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

174

Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative

Commons Attribution-non commercial-share alike 30 license

httpcreativecommonsorglicensesby-nc-sa30

171

Embeddable Activity Streams Google Wave

172

What Are Most Organizations Doing Now

Source 2009 Digital Readiness Report

173

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

174

Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative

Commons Attribution-non commercial-share alike 30 license

httpcreativecommonsorglicensesby-nc-sa30

172

What Are Most Organizations Doing Now

Source 2009 Digital Readiness Report

173

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

174

Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative

Commons Attribution-non commercial-share alike 30 license

httpcreativecommonsorglicensesby-nc-sa30

173

What Digital Communications Skills are Most Important

Source 2009 Digital Readiness Report

174

Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative

Commons Attribution-non commercial-share alike 30 license

httpcreativecommonsorglicensesby-nc-sa30

174

Contact Info

(310) 455-4000 Phone

eric[at]ericschwartzman[dot]com Email

ericschwartzmancom Website

ontherecordpodcastcom Podcast

spinfluencercom Blog

ericschwartzman Friendfeed

ericschwartzman Twitter

facebookcomericschwartzman Facebook

linkedincominschwartzman Linkedin

Copyright applies to this document ndash some rights reserved This work is licensed under a Creative

Commons Attribution-non commercial-share alike 30 license

httpcreativecommonsorglicensesby-nc-sa30