Social Media Master Class NYC

New Media PR Master Class

NYC

Instructor: Eric SchwartzmanInstructor: Eric Schwartzman

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

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.

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.

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.

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?”

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

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.

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.

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.

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.

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

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

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

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

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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User Names & Passwords Go HereUser Names & Passwords Go Here

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Syndicate Activity to TwitterSyndicate Activity to Twitter

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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

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Content Strategy: Widgets

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Content Strategy: Widgets

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Risks of Syndication

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Mobile Social Networking

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Content Strategy: Flickr

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90http://www.facebook.com/mobile/?settings#/mobile/


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Moblogging

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Mobile Social Networking: UberTwitter

95http://www.ubertwitter.com/

Syndication: twitpic

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Google Analytics Demo

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Understanding Web Stats: Low Bounce Rate Traffic

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Understanding Web Stats: Landing Pages

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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

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Understanding Web Stats: Refresher Tutorial

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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

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Data Visualization

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Data Visualization

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Data Visualization

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Data Visualization

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Data Visualizations Since April 07, 2008

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Indy Star: Data Visualizations

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Data Visualization: Practical Challenges

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NY Times Data Visualization Graphic

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NY Times Visualization Lab

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Data Visualization Resource

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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

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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

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3500+ Photos Uploaded in first 5 Days vs.

1207 During the Same Period Last Year

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

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Protest Sites

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Living Breathing Mediascape

127111,122 Facebook Supporters as of July 13, 2009

Living, Breathing Mediascape: Radian6

Cairo Speech “Obama” Peak “Freedom” PeakCairo Speech Obama Peak Freedom Peak

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Real Time Collaboration

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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

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• No regular ongoing fees

investment

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?

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11. Do I need regular, external back-ups?

12. Do I need immediate 24/7 support if my site goes down?

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

What Are Most Organizations Doing Now?

139Source: 2009 Digital Readiness Report

What Digital Communications Skills are Most Important?

140Source: 2009 Digital Readiness Report

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

141

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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Social Media Master Class NYC